The Importance Of Consistency In Sending Mailers

This is episode number 2110. In this episode, Jill and I are talking about the importance of consistency in sending mailers. All week, we’re talking about five real live ways to run your land business. It’s stuff that is running in the background for Jill and me and has been for a very long time. This show specifically is a continuation of what we talked about. If you haven’t checked out show number 2109, we talked about setting realistic goals. Consistency in mailing is one of the number one consistent goals that you should be setting.

People won’t call if they don’t get your letter. They don’t call and don’t want to sell if they don’t know that you want to buy.

I love this business model. It’s one of the reasons that I chose to spend my entire professional life on it. Once those offers are in the mail, that’s it. You have control over how many customers you have. Think about that. If you own a couple of convenience stores, “I hope they walk through the door today,” is what you would be saying. That’s not the case here.

Once that mail is in, once those offers are in the mail, that's it. You have control over how many customers you have. Share on X

There’s still an underlying theme that we get to collect all the beautiful land we want. That happens.

What do you mean?

You said, “This is the reason I want to be in this business.” I do agree with that.

I love land.

I used to be in a phase of, “Sell it all.” This time, we can wind things down. We can be strategic about what we’re doing. We pretty much hit our financial goals that I can go, “I want to keep this one. I might use it someday.”

Each day on the show, we answer a question from our Land Academy member Discord forum and take a deep dive into land-related topics by popular requests.

Chris and Bay are long-time members.

The original first twenty members, I bet.

Way back when. Chris and Bay wrote, “With the start of the new year, I want to suggest that if you don’t already have a mailer schedule, create one and start using it. Set your goal for the month and keep track of how many units you are sending. Consistency and staying organized are essential. Some things I include in our schedule are the state, county, acreage range, letter date, expiration date, and units mailed. I also track the info about the submission to offers to owners such as order number, the status, whether it’s submitted or mailed, and the date I received my test letter so I can calculate the days from mailed status to in-home.

For the info about the data export I use for the mailer, I include the date the list was pulled from DataTree so I can easily reference the data freshness. I note if the list for the mailer is new or reused. If it’s a new list, I indicate the number of units I exported from DataTree. This is also a good way to keep track and make sure I remember to utilize my 1,000 free records a month that are free to LA members. Keep it simple and use an Excel or Google spreadsheet.” Chris, that’s such good advice.

Tracking Mailer Efforts And The Value Of A Schedule

Chris has put this in here, and there’s no question here. Quite frankly, it’s a mic-drop paragraph here. He was responding to a lot of people who were saying, “Does anybody have a schedule? Do you have a mailer schedule?” This is his answer and solution, and it’s proven. They’ve done this for at least ten years, maybe before they started with us. I know they’re crazy successful. You have to have a mailer schedule, which we’re going to talk about here in a minute.

You need to keep track of that, which is true. You need to keep track, “Did I mail that? When did I mail that? How many units? How did that one go?” to have something to refer back to.

There’s a bigger point here. I am reading through the lines here. He is taking control of how much money he’s making. He tamed it with a whip. He’s like, “This is what’s going to happen and this is how it’s going to go. I’m going to send out this much mail. I’m going to do a couple of deals if I send out this much mail, maybe 3 or 4,” and on and on. You have control over how much money you make in this business model. This episode’s topic is the importance of consistency in sending mailers. It seems like Jill’s got a lot to say about this one too.

I was thinking about it. This came up earlier so it’s all fresh in my mind about my landlady’s call. We did so much talking and prepping about 2025. One person said, “I’m four years into this. Is anybody noticing changes?” We had a variety of topics. My first topic was I have had to work a little harder in some situations. I said, “You’re not nuts. What might’ve taken 1 phone call to have a deal may take 3. Maybe it’s a little bit longer. Maybe they have to get to know me a little bit more. I don’t know. I have noticed a little bit of that. Maybe it’s because they know more about what’s going on and they have access.

It’s interesting. Even sellers can go in and have an idea, maybe from the internet, a little more idea about what’s going on in their neighborhood. Maybe they’re a little more savvy looking at it. I don’t know. It could even be the areas that we’re hitting. What was great about it was one of the people said, “I’m four years into this too.” I’m getting nothing but signed purchase agreements back because of one simple change. We got consistent. They were not consistent before. She said, “We hold our feet to the fire. We have at least 6,000 to 10,000 units going out every month. I have no trouble with deal flow because of that one thing.”

Consistency As The Key To Success

If you have 6,000 to 10,000 units going out a month, you’re going to do some deals. You don’t have a choice.

We were never this consistent. This time, we are. She started it in spring or summer and then they got serious.

You have not ever considered not taking your kids to school for one week where you’re like, “You don’t have to go to school this week.” You would never consider that. In most places, there are laws against it. You should treat doing mailers with that level of commitment and consistency.

It starts the whole process. Number one, you’re not going to buy anything if you’re not reaching out to buy anything. That falls into since you got the mail out, you need to respond. You do need to answer that phone and be on it, do it quickly and aggressively, and lock up those deals. The main thing is consistency. It’s everything.

You're not going to buy anything if you're not reaching out to buy anything Share on X

I keep banging on the convenience store model. If you close one week every month and the door’s locked, then you’re going to wonder why you’re not making any money or you’re wondering why you’re making 75% of what you used to make. That’s a really clear answer, but for some reason, that doesn’t translate to mailers.

That’s a good analogy. There is a bakery that I love in a sweet little town that I love and they open and close whenever they feel like it. I stopped going because I couldn’t count.

You stopped going. I know exactly what you’re talking about.

I stopped going because I couldn’t count on them. They don’t even update their website. I don’t care about that. Even if I know you’re only open four days a week, Thursday through Sunday or something, I don’t care. Make it consistent and I’ll plan around it. Since I show up sometimes where there’s a sign like, “We took a week off,” it’s the holidays or spring cleaning. Who knows what they’re doing? They’re making enough money that they can afford to do that but they lost me because I can’t count on them.

It’s expensive to send mail out.

It’s not.

I’m sorry. I don’t mean expensive. It costs money to send mail out.

So what? You’re making money.

It costs money.

It costs money to buy inventory to sell things and the costs for that bakery.

You’re a business owner. This is an expense.

We haven’t talked about that in a long time. Anything you have retail-related, you have space. How much do you have to outlay for your lease, the utilities you’re spending, your inventory, and all that stuff before you make $1?

There isn’t an easy button. The process involves many moving parts, and that’s what makes it great. It’s how we land these amazing deals. Share on X

You have a couple of choices here. You’re going to spend time learning how we do this after decades of making little errors all along the way. You’re going to spend time, commit, and learn how to do this correctly. Consistency in mail is a huge point. You’re going to hear those words and you’re going to try to figure out how to do it or be a different way cheaper. Please call me when you figure that out because it doesn’t exist. There are a lot of new members that we have and all their questions to us are, “I’m going to text instead of send mail.” The real reason behind that is because it doesn’t cost way less money, if any. It will not work on its own.

I don’t do this and you don’t do this, but a lot of people look for an easy button. If there’s an easy button, then everybody’s going to do it. Everybody’s doing it. I like that there’s not an easy button there and there are moving parts to this. That’s what makes it great. That’s how we get these amazing deals.

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