Ahhh Those Friggin Yellow Letters!!
Dear Yellow Letter,
My name is Jerryll.
I am writing you to tell you I stinkin HATE you!
Kindly yet hatefully,
Now that I got that off my chest…
Previously, I was struggling with that job interview and keeping my head up. But I luckily got over it. I didn’t yet give up… So let’s keep on chugging.
You will not ever be in the top 5% by doing what the other 95% of the people are doing. Duh! Then WHY am I doing what 95% of you people out there are doing? And why are you asking people on Biggerpockets what to do next? STOP! Think! Stand on your own 2 damn legs!
I have NEVER been one of the 95%, so why start now?! If you only knew my life story you would undoubtedly believe me.
There are good ways and there are bad ways to market for leads. The good ways get you leads, ad the bad ways, simply is a waste of money. I sent about 400 hand written letters with red ink, on yellow paper written as “instructed” that honestly was completely unnatural and against my intuition. And I am sure it would go against anyone’s intuition. If you wanted to write a stranger a letter, for the first time, asking them for something …
If you wanted to write someone that wanted to sell their house, would you really write this:
I really doubt anyone would naturally do this (if they never heard anyone say “do it this way”). Others say, it depends on the house. You don’t write a 500K house a hand written letter. You write a professional letter.
My response is “I do not agree..”
You are not writing a “house” the letter. You are writing the person owning it the letter.
Why would you think that the owner of a 30K house has no feelings? Integrity, emotions, opinions, desire to be treated with respect? There is no difference between the owner of a 30K house and one of the 500K house. Unless of course money and the cost of the house causes one to develop extra features within the human nervous system that the brain interprets approaches differently. It is worse in markets such as Guilford CT or Madison CT for example. People that want to sell their house in Madison fast know the house will be expensive. People wanting to sell their house in Guilford CT know they can negotiate.
Actually from what I have experienced, the owner of the 500K house laughed at me in my face when they called and I explained what this was about. “My house is worth 1.4M, will you hand me a suitcase with bills of 1000?” add sarcasm.
While the 70K owner gets furious, threatening, swearing etc. etc. Either way, those are 98.34% of my call backs.
No mi Gente! this is not how it works.
My advise to you all is think on your own. If YOU were a motivated seller and you get a letter posted above, and you got one like the one posted below:
…would you rrrrrreally discard the professional letter and call the hand written letter?
I don’t think so.
So why does everyone swear by yellow letters? Because they result in callbacks. Sure, angry ones, confusing ones, calls from agents , sure some good ones. But do yellow letters work? work WORK? Who knows!! Not for me they don’t. People that called were offended, worried. “How did you find my property? Why me?”
They call you starting off bad, creepy, confused and angry/worried. Now you need to first fight and invest effort into calming them down and try for them to trust you… really ridiculous why I would even have considered this! Do you think people will angrily call “domino’s pizza” because they found a postcard with buy one pizza get the second 10% off, offer in the mail? No why? It is a professional marketing piece. People accept that as it is.
But a creepy hand written letter in red ink on a yellow paper, that is different! Very different. How can anyone say anything works if you do not honestly validate it?
How do you know the seller didn’t get more pro letters? (so how do you know it is the “handwritten yellow letter” they picked over all the other non handwritten letters they got?) you don’t! Nothing shows concrete evidence that yellow letter hand written is more effective than a pro letter.
And do not confuse opening rate with yellow letters. Having your letter opened, and read has nothing to do with the letter. That is the envelope. They will open or not open the envelope before they even know a yellow letter is inside.
But once the envelope is opened, there is where the game begins. Fishing out a pro letter or a hand written yellow letter from the envelope! After reading either one, which one will have a better effect on the seller… a better impression, a better feeling confidence which one will get them what they want.
Now do not treat a seller as this mysterious creature. The unknown black box. Just put yourself into their shoes and see what you would do. Pick the YL? PL? or would you pick both.
So I have accomplished more in my life than many people will do in 2 lifetimes. I didnt get this far by listening to what others have done. I always use my intellect and intelligence to take the next step. Why change this now?!
I will not look back into the YL. They make no sense, counterintuitive and all they have caused me was headache angry callers, and the ones that were potential deals just allowed it because they simply needed a way out… which of course would give a better result if their letter had been a pro letter in the first place. Ohh and you can hear it in their voice and attitude how they really feel about the yellow hand written letter.
If you are a newbie starting with your marketing… take this warning seriously. I wouldn’t do it if I were you! So my newbie advise for tonight is.
Learn the basics, the fundamental rules and logistics behind these rules and then STOP listening to anyone other than putting things in perspective. Think on your own and be smart!