Are you reaching the right houses with your direct mail?

Recently several agents mentioned that they are receiving a lot of response from their free CMA card.  This card was part of their direct mail marketing and prospecting efforts.  However, after meeting with the home owners, the agents were hit with the reality that the majority of the sellers they met could not afford to list at the price the CMA suggests.

I asked the agents how they determined who the cards would be mailed to and discovered very quickly why the agents were meeting with the wrong home owners.  The bottom line is these agents were sending the cards out without researching the area first.   They were leaving their success completely to chance instead of increasing their odds for success by sending the cards to the right houses.  What are the right houses?

If you are sending a CMA card out to someone who purchased their home within the past 2-3 years you are probably going to be meeting with owners who have little or no equity.  If, however, you do the research and only send your cards to home owners that have owned their home for let’s say 10 years or longer, you have a better chance of helping these potential home sellers and obtaining a listing that can be sold.

So before you send out your first piece of direct mail ask yourself, are you reaching the right houses?