Creating The Right Message For Mailers

This is episode number 2185. Jill and I are talking about the power of the right land mailer message. In the previous episode, we talked about reaching the right people, how to do it, and how we do it very successfully with direct mail largely because the entire industry is telling us that’s how we have to do it and it works well. What message rings to them? What’s the content? This is what the show is about.

I have a lot to say about this.

I know you do and I’m glad you said that because I would like you to run with it because I get mechanical sometimes about how I do these mailers and you are still on the side of the human. I’d love to hear your comments.

You do get mechanical about things. All kind of things. “Some things I like. Some things, not so much.”

Please, do tell. Jill, what do you love about my mechanical personality?

I could use a little less mechanical before 8:00 AM. There’s a lot of mechanical stuff that goes on before 8:00 AM. Do you know what I do? I speak no words.

Are we going to talk about this? You’re going to get it back. All of my mechanical, there may be some area where you make up for it with the motion. Jill wakes up and her eyes open and she starts to have feelings.

I know what’s on the calendar. I know it’s important to Jack but this is not at all what I wanted to do.

That happens 50% of the time. Not 51% but 50% of the time, I’m right there with you because I’m on the other side of that 50%.

I know.

Each day on the show, we answer a question from our Land Academy Member Discord forum. Take a deep dive to the land related topics by popular requests.

Lizette wrote, “Do you send a generic purchase agreement with your mailers or do you modify the purchase agreement? If so, what changes have been made?” I love this. I’m going to just dive in and answer. We have a template which is a starter template for everyone and the point is, we’ve always wanted you to massage it and now even more so. I massage my own template, depending on the area and the property type.

Maybe I’m emailing a different land or hitting a different Market or something. I’m going to dial it up or dial it down. Whatever. The bottom line is, when the mailers go out, though, it’s not like per person but it looks like that. Remember, it’s a merge that happens behind the scenes. You have a template letter and then we have Jack’s data, which is all beautiful and price ready to go.

For each area, let’s just say whether it’s $3,000 or $5,000 or $10,000 that are going out to this one county. They’re all getting the same letter. That’s it. For you Lizette, starting out, take the template. Massage it for your first mailer that you’re sending out and then tweak it as it goes. There’s a couple of things that we’re going to talk about here in this episode that I want you to think about, so I’m going to save them for that.

Our topic, the power of the right land mailer message.

Here’s the scoop. Now, do I sent a bunch of letters, we get a bunch of letters. Not only do we send a bunch of letters. I love that I put me in there but it’s Jack. Jack makes them go out and then I’m in charge when they come back. I’m also in charge of getting the mail. I see a healthy examples. The healthy response from the investment community at large as to what they’re sending out and sometimes, I am in shock that they even get and they may not even get a response to their mailers.

Mistakes To Avoid In Land Mailer Messaging

I’m glad that you’re here and you’re reading or watching the show because there’s some big faux pas I picked up on. I’m not going to call somebody back myself. If I can’t trace you to anything but a Gmail account, I’ll say it now, and I get those. What’s the right land man that I message? I’m going to tell you the bad stuff then I’m going to tell you the way you should do. Things not to do, not have your name on it. It’s not have a real email address, a website, and a way for me to look you up and see for real. These are, first of all, the wrong things that I pick up on all the time. Do you want me to jump into the good stuff now or do you want to add to the bad stuff?

If you don’t have a real email, a website, or any way for me to verify you exist, people instantly pick up on that—and it’s the first red flag every time. Share on X

Give me a second here. Picture of funnel. The top of the funnel is big and the bottom of the funnel is small. As things travel through the funnel, in our case incidents, time goes on. The first thing is, the message that you want to send with your land mailer, you’re going to pick up a visual image of a couple or a woman opening the mail, sitting and having a cup of coffee in the morning. They’re in there as your letter.

Your mail is mixed up with a bunch of stuff, coupons, utility bill, and whatever. She gets this letter that’s blank. It’s addressed to her, period, or her husband. In the upper left-hand corner, it says, Jill DeWit with Jill’s address. What the heck is this? This is vent number one. Vent number one is, “What is this? I got to open. It could be that somebody sent me a credit card. I don’t know. It could be a late notice on something. Whatever it is I don’t know what’s inside.”

Many people make the mistake of putting things on the outside of their envelope like, “Offer for your land inside,” and all kinds of silly messages. I encourage you not to do that. They open the letter and it says immediately, our letters say, “Hello, Mrs. Jones. We’re interested in buying the property that you have in Mojave County, Arizona for $13,342.21 We’re real people. We’re just like you. We’re not a big company. We buy and sell land. We’re very friendly.”

“Here’s about us. Here’s where to research us.”

Enhancing Mailers With Personalization & Empathy

“Here’s our landing page if you want to check us out. My name is Jill and give me a call.” It’s very friendly and non-threatening. If you want to sign it on the back, that’s fine, too. Many people do. Many people just sign it. This is what this shows about, to enhance it, think like this now because you have a huge data set. We have a massive access to the data set, so, “Hello, Mrs. Jones. We’d love to buy your property for $13,342.21. We know that you have $5,422 worth of debt, which we will extinguish.” We can go on.

I’m not saying we do this but I’m saying it’s very easy. The whole point that this letter, what she’s done and we’re traveling down at the bottom of the funnel and she wants to have a feeling like, “These people did their homework. They know that we have this piece of property. They know a little bit of stuff about me. This is fantastic. I do want to sell it. My husband just passed away or my husband’s been bugging me to sell this thing for five years.” You want to trigger that thought and make sure that they have the perception that you’re friendly. You’re not a big Amazon-like company and the call to action is for her to pick the phone up.

That ties into what my points were, which like Jack said, think about who’s getting your letter and make it as friendly and warm to all of them. Whether it’s the little lady drinking coffee that Jack just mentioned or the investor who’s got ten properties and this is a problem one or he’s got ten and he wants to get rid of all of them because he’s moving to a different area or something. You never know. Maybe something’s going on with his company. He’s making some changes. It can be a very professional person.

Think about who’s receiving your letter, and make it friendly and warm for all of them. Share on X

The right land mailer message needs to accurately explain who you are, ways for people to look you up and do their homework on you. You need to sound professional and not have a JillBuysLannd@Gmail.com. Don’t do that. Don’t do anything at Gmail or specially having for been MSN or Hotmail. Please make it a little more current but it should be Jill@JillBuysLand.com. Now your professional. You have a website even. Great. “I know where to go look you up, JillBuysLand.com. There’s Jill, and there’s Jill with her dog and there’s Jack.” Whatever it is.

“Now, they are in their RV looking at property.” That is so impactful for everyone. That calms everybody. When I have my real name on there too and then like, “I’m Googling you.” LinkedIn. This is there. That’s there. That’s all. Everything has at least investor in their calms them all down. These are some of the things makes me mad when I get other people’s letters. I’m mad because whoever that poor person is, they’re spending all that energy to get the data, all that time and money to get mail out, and I’m sure it’s ineffective or less effective because they’re missing some real key things that these people need. How do I know this? I’ve been doing it with this person next to me for years and he was doing it for years before me. That’s how I know.

These little things add up and they matter. I see many people in our group blow through this period and what I call it is not meeting the seller from where they’re coming and treating them with respect and dignity. I just slap a mailer all together. Put on just stuff on there and not look at it and not think about the thought process that the seller’s going through when they’re standing there reading it.

A lot of times, these assets are going to get old and build a cabin there and live happily ever after. That didn’t happen. It’s emotional for them. The other thing too is this is not a regular sales pitch. You’re contacting someone because you want to write him a check. It’s not the hardest sailing in the world. It’s just needs to be handled correctly. You need to be professional.

Takeaways

Here’s your takeaways, get a business phone number. Have a business email address, business website, business address and have pictures and photos and things at all tie together. I promise you will get a much better result when you’re offers hit these property owners with things like that.

Join us in the next episode where we discuss the power of the land neighbor letters. One of my favorite parts of this business. You are not alone in your real estate ambition. We are Jack and Jill. Information and inspiration to buy undervalued property.