There are many different forms of real estate marketing that investors can turn to generate leads. A yellow letter might be one of the most powerful, if not often confusing, forms out there.
While many investors may have a passing knowledge of real estate bandit signs, real estate door hangers—even good, old real estate blogging—one of the most effective methods of direct mail marketing is the yellow, handwritten letter.
But how do they work? What’s the best way to use yellow letters? Why are they such an effective form of real estate content marketing? (Yes! Real estate yellow letters are content!)
Here’s a quick primer on the what’s, why’s and where’s of adding “color” to your real estate marketing efforts.
What Are Yellow Letters?
Yellow letters are direct mail letters handwritten (or presented to “look” handwritten) on yellow-lined paper, such as that from a legal pad. It’s a form of direct mail marketing that can prove devastatingly effective for real estate investors looking for leads. (Mostly because this form of marketing doesn’t “scream” it’s marketing.)
Yellow Letter Marketing Pros
There are many advantages to using real estate yellow letters; some tangible, some more psychological in nature. Here are some reasons why you might want to consider their use:
- Higher Leads & Conversions: Despite the proliferation of online marketing channels, such as social media real estate campaigns, yellow letter campaigns are still used today, in a variety of business niches. That’s because, despite an abundance of “junk mail,” 41 percent of Americans still look forward to seeing the contents of their mailbox every day. According to a study by the U.S. Postal Service (USPS), 34 percent of businesses using direct mail received the strongest customer acquisition from that form. (With conversion rates for “yellow letters” nearly 65 percent higher than regular direct mail pieces.)
- Personalize: Yellow letters cut through the noise of busy email inboxes that ping and often annoy users throughout the day with one email marketing campaign after another. One of the best things about direct mail is, according to Gallup, that 90 percent of Americans still enjoy receiving personal letters and cards. Yellow letters stand out among a pile of junk mass mail, produced by institutions like banks or insurance companies, because it still has the look and feel of a personal letter—but packed with a message that can help boost your business.