Walker360 partnered with BG Development to design an attractive sales piece within the allotted budget. With all mail pieces, Walker360 sticks to the 40/40/20 rule of having a quality list, engaging content and intriguing presentation. This ensures that any mail marketing campaign has a well-rounded strategy that is not too dependent on any one specific factor to make it successful.
Taking the original mailing list, Walker360 identified qualifying criteria to condense the list down to the most prospective candidates. The list contained candidates with an average yearly income of $85,000 or higher and who lived in the larger cities that were closest in proximity to the sale. By targeting a higher income, there would be a greater chance the recipients would be interested in attending the land-sale and/or investing financially in a property that could potentially be a vacation home outside the bustling city. Using these criteria, Walker360 was able to provide a list of 395,813 well vetted names and addresses that would be contacted through this advertising campaign.
To ensure all recipients received the marketing campaign message, Walker360 recommended creating a postcard with the land sale information. This would prevent the recipients from having to physically open a letter or risk the mailer being trashed altogether because they don’t want to open it. The postcard contained all the information about when and where the sale would take place as well as reassurance that all CDC and state COVID-19 protocols would be followed. It also included a highlight of the ranch features, financial highlights, and contact information to schedule a private showing to view properties.