Direct to vendor

 

If you’re doing direct to vendor or landlord marketing campaigns  (cold leads) it’s worth remembering that your target reader is also picking up dozens of other similar letters each week.

This makes the vendor/landlord realise that they have the upper hand and have lots of options available to them

A typical HMO landlord, for example, gets dozens of R2R letters, a few estate agent letters, a few ‘HMO specialist agent’ letters and lots of ‘fast sale’ leaflets too. This can amount to hundreds over the year and it is that much as I speak to HMO landlords weekly about this.

A typical homeowner (especially if their house is ‘tired’ or on the market) will get loads of “dear homeowner” leaflets as well as offers of “we pay market value” and “cash in 7 days” in addition to the concussing by local and national estTe agents.

So one has to understand that there’s no loyalty from the property owner when it comes to phoning round a few of the numbers on the letters and ‘seeing what people can offer’.

There’s usually very little commitment too. I read posts and chat to sourcers all of the time which echo the frustration and disappointment of this.

The excitement of getting a phone call from one of their flyers and then the disappointment of not converting the lead or feeling like the seller or landlord ‘ghosted’ then ultimately. 

Even if the letters has a ‘female’s name’ on it and seems different and personal to you, it is still too impersonal from the intended readers point of view. 

When the landlord or selling is emailing or texting you about your service or offer, they are playing the field with several others too - why wouldn’t they. They will choose the company they want to work with when one ‘proves themselves’

Contrast this with leads that come from recommendations or referrals (warm leads) and it’s the exact opposite. The vendor or landlord has already subconsciously chosen to work with ‘you’ and, as long as you don’t cock it up, the business is yours. The ‘proving yourself’ process is already completed before your phone rings or FB messenger notification pings with a new lead....you proved yourself with the person that recommended you. 

So, focus should be on generating these leads - but it tends not to be the case. It’s all about letters, flyers, stamps, lead generation, casting the net. It should be about service, making sure you know your job inside and out and that you can perform and generating ‘warm leads’.

Conversion rates sky rocket and sales complete to cash in bank.