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The yellow letter is a handwritten, usually brief message on old school yellow ruled paper. Yellow letters are a tried and true marketing vehicle to reach motivated home sellers. The magic of the yellow letter is in its personal touch, look and feel.
With today’s savvy consumer, any mail that looks commercial gets chucked in the waste basket. Anything that looks like personal correspondence will smash through the clutter and is practically guaranteed to be opened. In fact, the national average of direct mail is abysmal – it’s less than half of 1% Yet with yellow letter campaigns, response rates of 5% to 15% or better are not uncommon.
To see a digital copy of what an effective Yellow Letter looks like, get a pdf copy here.
Of course, the biggest success factor in direct mail is the quality of the list. While NOD/Lis Pendens lists are inexpensive or sometimes free, the drawback to these sources is the fierce competition since everyone else has access to these public records. By using credit bureau data, you get a distinct early advantage over the bulk of your peers.
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