ListAbility's Direct Marketing Blog

How to Build an Absentee Homeowner List for Real Estate Investors.

Posted by Carol Arnold on Wed, Nov 27, 2013 @ 02:29 PM

Mail campaigns have been found to be a highly effective way for real estate investors to contact property owners who might be interested in selling.

One category of property owners that have been found receptive to investors’ offers is the Absentee Real Estate Owner. These are people owning a residential property that they don’t live in – they have a different primary address where their tax bill is sent. 

Crafting a targeted mailing list of absentee owners can help you make the most of your marketing dollars. There is no need to spend postage on people who don’t fit your profile.

There are quite a few options to consider in finding just the right absentee owners; the ones most likely to be ready and able to get out of their ownership.  Be sure to keep in mind your local knowledge and ability to evaluate the properties for investment.

Criteria that can be used in customizing a targeted mailing list for your campaign to find sellers:

Where do you want the property to be located? In all but the more densely populated areas, you will probably want to consider looking at one or more counties so you can further narrow down your search.

Where do you want the owner to live? If you are working with a large enough area, you may have enough properties to specify that you want the owner to live outside the county or even out of state.

Do you want to limit the Home Market Value? Most real estate investors, particularly those starting out, have limits on the amount that they can offer for a property. Depending on your market area and your marketing strategy, you might want to specify properties under $150,000 - or perhaps between $50,000 and $250,000. Other investors want only higher-end properties.

What type of home do you want to buy? You might want to mail to owners of just single family homes and/or multifamily homes. In some areas condominiums are desirable. Some investors also want to include apartment buildings with 5+ units.

Do you want owners who have had their property for a long time? …or are you in an area where there is enough turn-over that you don’t mind marketing to people who are newer owners? You can think of the purchase date range you want to target, such as 1/1/1960 – 12/31/2008 for people who have owned at least 5 years.

Are you planning to promote to people based on how much equity they have in the property? Do you want the owners to have high equity or low equity? Loan To Value (LTV) is a great tool to approximate equity. LTV is a calculation based on the total loans (the original amount on the day the loan was written) and the current home market value. For example, if a person refinanced with a loan of $100,000 and the current home value is $400,000, the LTV is 25%. This equates to a minimum of 75% equity. Don’t forget that they have also been paying down that loan, although this isn’t factored into the equation.

Demographic criteria such as the owner’s age can also be useful if you want to further narrow your list. Some investors feel that older owners may be more interested in selling their property.

ListAbility’s Master Absentee Owner Mailing List collects information from local reporting jurisdictions across the country.

Most often these are the Registry of Deeds and Assessors Offices of city and county governments. The list has more than 11.5 million absentee owners of real estate. Many of these have multiple properties.

As good as the data collection is, not all information is available from every reporting jurisdiction in the standardized format required for automation. New counties start providing information every month, but they may not fill in with historical information. Some areas might not include information on the loan.

What can you do if the property counts are too small?

The first is to try cutting out some of the criteria. LTV can be very limiting if the local jurisdiction doesn’t provide loan data. You can make up for that by using purchase date which is available more often.

The second way is to increase the geographic area that you want to target. Adding more cities and towns can help build the quantity available for you to market to.

ListAbility provides list brokerage services to support marketing programs - including the Absentee Homeowner File for Real Estate Brokers and Investors.

Our clients include real estate investors as well as other types of businesses. Our brokers have the expertise and quality data to guide you through the process of obtaining a highly targeted mailing list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

Call now to learn more about the Master Absentee Homeowner Mailing List. 866-446-2055

Tags: direct marketing list strategies, Absentee Homeowner List, consumer mailing lists, marketing for real estate investors

Direct Mail is Highly Effective For Back-to-School Promotions

Posted by Carol Arnold on Tue, Jul 23, 2013 @ 10:27 AM

direct mail is highly effective to market for the back to school season.Tis the season for families to prepare for the new school year and that means shopping and spending money!

According to the National Retail Federation, back to school is the second biggest shopping season after the winter holidays.

Don't miss the opportunity to promote your business with targeted direct marketing

Retailers need to execute smart marketing strategies to capture their fair share of the nearly $690 spent by the average family on their children’s school gear. Direct mail, targeted to families with school aged children, is highly effective. Coupons, special offers and information about products and services can be delivered to right to their doorstep.

The new school year offers a fresh start – and families help by sending their students off with a wide range of new clothes, school supplies and electronics. In addition they spend on a wide range of sporting goods and services like haircuts. The college bound families shop to spiff up dorm rooms and student apartments.

Parents also plan ahead for other less traditional services for the coming school year. These can include tutoring, college prep, after school programs and private coaches.

When using targeted direct mail marketing, retailers and service providers can deliver postcards, flyers and brochures into the homes of their best potential clients. Targeted mailing lists can be pulled based on children’s age, household income and many more demographics.

The U.S. Census Bureau estimates the total population of kids and adults in school at 79 million - roughly one quarter of the total population. You have a lot of options when you pull a mail list – to either cast a broad net, or focus in on families with specific characteristics.

The shopping season doesn’t end in August and September on the first day of school! Many families are spreading out some of their purchase decisions.  You should plan to extend direct mail marketing into the fall, especially for clothing, technology and services.

ListAbility’s Family Masterfile Mailing List has selection criteria that you can use to truly focus your mailing – ensuring that you get your best return on your investment.

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

Tags: direct marketing list strategies, direct mail marketing, direct mail campaigns, consumer mailing list, direct mail advertising, retail promotions

Cost Effective Targeted Direct Mail versus Every Door Direct Mail

Posted by Carol Arnold on Mon, Apr 16, 2012 @ 01:42 PM

archer targetThe postal service is creating buzz and excitement with their Every Door Direct Mail ads on TV.

No list! Drop your mail off at the post office! What could be easier?

The reality isn’t quite that simple. The mail piece has to fit their specification of a flat; you calculate the quantities and bundle into packages of 100. If you are mailing to 5 towns, you will have to take your mail  to each of the 5 post offices, which could end up taking an entire day!

But the cost savings is there, right? Only 14½ cents per piece for postage! You can go onto the map at the postal website and pick out the carrier routes you think you want to deliver to, and it will go to every single address.

What if every single person isn’t a potential customer?

If you are an Ice Cream Stand, Pizza or take-out Chinese restaurant, by all means, get your menu and coupons out to everyone! What about more specialized businesses? Renters and Condominium owners may not be good targets for your landscaping business. A high end jewelry store might not want traffic from lower and middle income households.

Mailing to everyone, when only some are qualified can actually limit your reach. You will be spending money on postage and printing for people whom you are fairly sure will never buy your product. Even worse, they may waste your sales people’s valuable time.

Here is an example I came across the other day when an agency asked about a mailing for their client who is a pediatrician: The doctor had seen the ads on TV and asked about the Every Door Direct Mail program to help build his business.

We ran the numbers and found there were about 41,000 households in his service area of 5 towns on the south shore of Boston.

Using a targeted mailing list, we discovered that only 15,340 of the 41,000 households have children. To further target the mailing list, we took a look at some additional qualifiers. The practice would rather have younger children, and families with an income that would be more comfortable paying mdical bills.

5,212 families ended up on the qualified mailing list using the selections:  Children Age 0-12 and Household Income of $40K+

Additional qualifiers could include Length of Residence or Number of Children. You could also specify that the piece be addressed to the women (where present).

A better mailing list will pay dividends by helping you go get noticed by the right people!

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

 

Tags: direct marketing list strategies, mailing list brokers, USPS Services, direct mail marketing, direct mail, direct mail campaigns, consumer mailing lists, direct mail advertising, Every Door Direct Mail

Direct Mail Advertising continues to be a powerful marketing channel

Posted by Chris Dyer on Fri, Mar 02, 2012 @ 10:54 AM

Many people would be surprised to read that the US Postal Service ended their fiscal year 2011 with a volume increase of 2 billion pieces of standard class mail. This 2.6% increase comes in spite of the barrage of negative media coverage. Standard mail is the primary mail service for Direct Mail Advertisers.

                  The Direct Marketing Association’s Statistical Fact Book states that
                     US marketers send over 90 billion pieces of direct mail per year!

What does this mean? The volume increase sends a clear message:

                                              Direct Mail Marketing still works
!

My advice to Marketers, especially younger marketers, is to incorporate a multi-channel strategy when developing their marketing programs. And that should include direct mail.

When planning a direct mail campaign, there are many options to consider. Some methods are enduring, and have been used for many years by the best direct marketers in the world.

Here are some considerations to keep in mind:

  • A strong offer or promotion is probably the most important element for all direct mail advertising campaigns.

  • Select an updated and accurate mailing list that has been targeted to recipients considered most likely to respond positively to your offer.

  • Consider making your promotion time sensitive to generate urgency.

  • Testimonials or a guarantee can be effective, depending on your product.

  • Copy and graphics focusing on the people you are sending to can increase results exponentially and easily justify the cost of using multiple versions. For example, use a different message for young adults than you do for seniors. Ask your printer about “variable print capabilities”.

  • The use of Digital Printing can bring increased capabilities for personalization. These can include PURLS (Personalized URLs) which set up individual web pages for your prospects to key in, and QR Codes (Quick Response) that can be read by a smart phone to link to a special marketing page on the web.

  • Postage is a large part of any direct mailing job.  Make sure your mail list is certified and processed to get the highest postal discounts for automation.

  • Consult your mail shop when you design the physical aspect of your mail piece. Something as simple as a flap folded in the wrong direction could cause problems with the automated machines, which could cause delays and cost money.

  • Coding records and setting up tracking metrics so response and conversion rates can be done accurately

  • Testing – Try a couple different offers and mail pieces to see what works best for you. This will help the success for your future direct marketing campaigns. 

ListAbility is a premier mailing list company. Our dedicated List Professionals can help guide you through the process of obtaining a highly targeted mailing lists, telemarketing list or email list. A better list will pay dividends with higher response rates, savings in printing and postage costs – to say nothing of getting noticed by the right people!  

Tags: mailing lists, direct marketing list strategies, mailing list brokers, mailing list, mailing list broker, direct mail strategies, direct mail marketing, business mailing list, business mailing lists, direct mail, direct mail campaigns, Direct marketing strategy, consumer mailing lists, consumer mailing list, direct mail advertising, mail list, mail lists

Direct Mail works great when marketing to Business Owners at home

Posted by Chris Dyer on Tue, Dec 20, 2011 @ 02:41 PM

Direct Mail has and continues to generate excellent response and conversion rates when used for selling products and services directly to business owners at their home address.

There are several big advantages to this strategy. First, the vast majority of business owners are very busy at their place of work. The constant barrage or distractions at the office can make it very hard for a business owner to take the necessary time to review your offer. Second, many offices have gatekeepers that prevent communications to the business owners, including direct mail. These issues are eliminated when you mail to business owners at home.

These busy entrepreneurs are prime candidates for both business and consumer related offers.

For business offers, make sure to write your copy as if you were a business owner. What would motivate a business owner to purchase your product or service? Would buying this ultimately save money, and therefore increase profits? If you understand the motivation that drives purchases by business owners than you can have great success with your direct mail campaigns.    

For consumer services and products, offers such as vacations, gifts for family, friends and employees, sports and concert events, self improvement, insurance and investments are just some of the many offers that work great when using a business owners at home mailing list.

So, the next time your marketing plan includes targeting business owners, consider ListAbility’s Business Owners at Home Address Mailing List. You will have access to over 8.9 million business owners, plus many selects to customize to your specific requirements.    

ListAbility is a mailing list broker with the expertise to direct you to the right consumer or business mailing list.

 

Tags: mailing lists, direct marketing list strategies, mailing list brokers, mailing list, mailing list broker, direct mail strategies, direct mail marketing, business mailing list, business mailing lists, direct mail, direct mail campaigns

Create Excitement Marketing to Early Tech Adapters

Posted by Carol Arnold on Fri, Jul 15, 2011 @ 07:42 AM

Include QR code on your next mailingYou know who they are… The first ones that have to have that techno-gadget. They have waited in line and paid dearly to be the first. Then they do it again when the next thing comes out.

How does knowing who they are help you in marketing? The folks with the smart phone, tablets and notebooks want new ways to utilize this cool technology. They are the ones that will scan the QR Codes (Quick Response), also known as two-dimensional bar codes, on your direct mail piece to find out more about your offer and product.

Marketing to this savvy market doesn’t need to be all about email or texting, which leave fleeting impressions and are gone if you catch them at the wrong moment. Direct mail – a letter, post card or brochure can be held on to untill they have time to scan your QR code or type in your PURL (Personalized URL).

Get a mailing list of these Early Tech Adapters

ListAbility can help you get direct mail lists to contact these, “gotta-get-it-first” folks for your mail campaign.  Add in specifications for age, income, gender, children along with other criteria to really focus in on the people who will be the most interested in what you are selling.

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

Tags: Trends in marketing, mailing lists, direct marketing list strategies, mailing list brokers, Social Network Marketing

Direct Marketing “THINGS TO KNOW” for Higher Education Enrollment efforts

Posted by Carol Arnold on Fri, May 13, 2011 @ 08:28 AM

marketing for higher education

Stepping up to new challenges of college enrollment goals with tight marketing budgets

The task of building enrollments of non-traditional students has become more challenging with the improving economic conditions: fewer adult learners are re-training for new careers. Add to that, the new scrutiny on student loans, and everybody, community colleges to universities, needs to be smarter about using their marketing and advertising dollars to attract new students.

Direct Mail Marketing continues to provide a cost effective means to get the message into the hands of qualified prospects

This holds most true for college programs that rely on local markets for continuing education and other special offerings.

One of the most important pieces of the marketing plan is to match the intended audience with your message.

Whether you are sending catalogs or postcards, this is where the importance of finding the right mailing lists will come in.

  • For general information about programs; look at your prevalent demographic groups and select a mailing list to match. This should help you narrow your mailing to people within certain income and age ranges.
  • When looking for the non-traditional student, you can combine demographics with a person’s education level – consider a mailing list of people with a “High School Diploma but no College Degree”. You can even add in a self reported interest in career advancement.
  • When promoting specialized programs for professional credits, such as nursing or teaching, utilize lists based on professional state licenses.
  • You may want to send information on enrichment-type programs to everyone. In which case, a mail list that blankets your community and qualifies for saturation postal discounts will work best.
With the lowering of costs for short-run and digital printing, smaller mailings with a more targeted audience are becoming more feasible. Targeting mothers with young children is just one example of a niche campaign. Seniors in early retirement age might be another.

Be sure that the lists you buy are updated to US Postal standards with National Change of Address (NCOA) and CASS certification to assure a higher deliverability rate. Good mailing list brokers can help you select the best marketing lists for your campaigns.

ListAbility’s Consumer Education Level Mailing List is a comprehensive national list which combines powerful demographic qualifiers along with the level of education attained.

Matching the right audience with your message is a very important part of higher educations’ direct marketing campaign. Whether you are sending catalogs or postcards, it is important to find the right mailing list.

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

Tags: Direct marketing strategy, direct marketing list strategies, Educational Marketing

Direct Mail Marketing can help you grow your swimming pool business

Posted by Carol Arnold on Wed, Mar 30, 2011 @ 11:24 AM

Don't be left high and dry; this is the time to be marketing to swimming pool owners

swimming pool owners mailing lists can help you grow your pool businessSpring is in full swing in many parts of the country and just around the corner for other parts. People are starting to think of summer fun. It isn't enough to be good at what you do. You also need to put on your sales and marketing hat to grow you pool business.

If you want the lucrative business of opening pools and maintaining them for the season, NOW is the time to be marketing so you can get new customers signed up.

Most broadcast and print media are out of reach for the smaller pool companies. Even if your company has a large marketing budget, TV, newspapers and radio are reaching out to too broad an audience. Smart marketers want to direct their advertising dollars to the people that own swimming pools and are going to need their services!

Direct mail marketing will put your message in the hands of the people most likely to want to buy from you.

The key is the mailing list. Take a look at ListAbility’s Swimming Pool Owners Mailing List as an example of how you can actually target your mailing to just the people you can expect to be your best prospects.

First you need to determine where you want to travel to service your customers and select a list within that area.

It might be a group of towns, a couple counties, or even a radius distance from your business office or storefront.

Then decide what other factors can help you single out good potential customers.

Homeowners in single family homes are the most popular target market, but quite a few pool owners have a 2 or 3 family home. You might consider adding in those people as well.

Depending on your promotion and price point, consider specifying a minimum home market value or income so you don’t mail to people who probably can’t afford your services.

Pool owners with children could be your target market if you want to promote pool accessories such as slides or motion detectors. If you offer environmentally friendly services, you can target people with an interest in Green Living.

While the list is important in getting your message to the right people, you want to be sure that your mail piece is pleasing to the eye, well written and relays the benefits of your service. You want to include a call to action that will give your prospect a reason to pick up the phone or get on their computer to get in touch with you.

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

 

Tags: Direct marketing strategy, direct marketing list strategies, mailing list brokers, Marketing to swimming pool owners

What is the best way to market to Pet Owners?

Posted by Carol Arnold on Fri, Mar 11, 2011 @ 07:29 AM

Use direct mail to find pet loversAmerica’s cats and dogs are treated like they are part of the family! Pet owners tend to spend plenty of money on items that will make their lives easier and more fun.

Small industries catering to the growing pet business are popping up everywhere. These businesses are offering everything from dog walking services, sanitation, gourmet pet food, obedience schools, day care, play groups, fashion accessories and much more!

These entrepreneurs tend to be smaller, local businesses. Mainstream media is often priced out of their budget because it is directed at an overly broad market.

Direct mail marketing allows a company to focus on a very specific group of dog owners and cat owners that fit their demographic profile.

A good mailing list provider can help a small business narrow a pet owner consumer list with the right demographics. This will save money in postage and printing – because you are only sending your advertising to people that will be the most likely to want what you are selling.

Some of the criteria commonly used to narrow a pet owner list include:

  • Adults without children
  • Presence of children and their ages
  • Household income
  • Homeownership
  • Active lifestyles
  • Interest in “Green” living
  • Type of cars they own or might be likely to buy next

Mail lists allow you to be very specific on the geographic area that you want to target.

This can be achieved in several ways; specific towns and zip codes, full states or counties and even a radius distance from your business.

Direct Mail Marketing can also be used to widen your exposure on Facebook!

Using many of the same selectors above, you can target a group of active Facebook users that own pets. Sending a postcard with a special offer if they visit your page can be an effective way to increase your social networking buzz.

The Pet Owners Mailing List is a highly targeted, accurate file that can help increase your marketing ROI.

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

866-446-2055

Tags: Direct marketing strategy, direct marketing list strategies, Social Network Marketing, Marketing to pet owners

Getting in touch with owners of franchise businesses

Posted by Carol Arnold on Thu, Mar 03, 2011 @ 10:46 AM

Marketing to Franchise Owners

Franchise Owners purchase goods and servicesFranchises offer business owners the support to start and run a business with a proven concept. While most franchise businesses are in food service and retail, they also run the gambit of business services, education and manufacturing.

Even though the franchise operations offer business support, franchisee owners tend to have leeway to purchase goods and services to run their companies. This is the reason so many businesses find marketing to franchises a terrific business opportunity.

Direct mail marketing and telemarketing are perfect ways to reach out to this specific group of businesses

You determine your best strategy and obtain a franchise business mailing list to contact the decision makers. A franchise owner list can be selected in many ways:

Franchise name: Get in touch with all the owners of a particular type of franchise, such as Jiffy Lube, Dunkin Donuts, Sylvan Learning Center or the Merry Maids.

Business Type: use SIC codes to find the kind of business

Specific geography or nationwide: State, county, city, MSA

Minority owned franchise businesses: owner’s ethnicity including Hispanic, Asian, African American, Indian or Native American

Company size: select by sales volume or number of employees

Time in business: startup companies to old-pros

Once you have the right list of franchises, you can offer your services by sending a letter, brochure or postcard. With telephone numbers also available, you can launch a telemarketing campaign either by itself or in addition to mailing.

View our data card to learn more about Franchise Owners Mailing Lists.

ListAbility is a mailing list broker with the expertise and the data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

 

Tags: Trends in marketing, mailing lists, Direct marketing strategy, direct marketing list strategies, mailing list brokers