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Saturday, December 19, 2015

Telescope, Binoculars, Maginifying Glass or Microscope - How Do You View Your List?

I had a great conversation with a consulting client today about lists. (For a consulting session, you can book it on my website at www.AarontheHouseBuyer.com.) We were discussing marketing lists and what he is mailing to versus what he should be mailing to. His current list was absentee homeowners with a few small variables in place. Let's analyze that list from the telescopic, to the microscopic and see if we can't find some niches to bring more riches into your marketing machine.

Telescopic - Absentee homeowners, 30% or more equity, no corporations or trusts and maybe a few more minor variables like property age (year built), 3-4 beds

Binoculars - Absentee homeowners living in a zip code other than the subject property zip code or even a different county!, 30% or more equity, no corporations or trusts, year built 1995 or older, single story,  3-4 beds, 1-2 baths, 800-1,800 sq/ft

Magnifying Glass - Absentee homeowners living in a county other than the subject property, 30% or more equity, no corporations or trusts, year built 1940-1995, single story,  3-4 beds, 1-2 baths, 800-1,800 sq/ft, no trust deeds recorded in last 10 years and owned 20+ years

Microscope - Absentee homeowners living in a county other than the subject property who are 65 years of age or older, 30% or more equity, no corporations or trusts, year built 1940-1995, single story,  3-4 beds, 1-2 baths, 800-1,800 sq/ft, no trust deeds recorded in last 10 years and owned 20+ years, haven't paid property taxes last year/code enforcement notice/eviction filing, etc.

If you had an opportunity to mail 100 marketing pieces to each list, which do you think would have the highest response rate? Which would be the most difficult and costly to obtain? Which would you rather be working? Answering that question, is it worth it to do more work on the building of a a targeted list or later on the fallout of mailing to a broader list? Do you think you would say the same thing and mail the same piece to each list? What would you say (message) and in what method would you get that message to your prospect?

You can do this type of analysis on any list you are currently marketing to. When the well runs dry, is it more costly to dismantle the well and move to a new location or drill deeper? This is how you drill deeper in the same market to get more and better results from your efforts. If you have any questions or suggestions, please leave a comment below and feel free to share this post with any of your fellow marketing investors and post a link to this on your favorite social media.

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