The Lifestyle Model, Framing Offers, Crafting Effective Direct Mail Campaigns

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Welcome To The Business Of Wholesaling Newsletter!

Every week, we’ll be sending you strategies, tactics, and tools used by successful wholesalers and we’ll cover any important market insights and news in the industry.

Here’s what we got for you today:

• The Lifestyle Model

• Framing Offers

• Crafting Effective Direct Mail Campaigns

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Be sure to tell them Leadzolo sent you and they’ll take care of you.

The Lifestyle Model

Let’s be real, most of us got into this industry for the prospect of making a lot of money, right?

And in a lot of cases, that could be done in a reasonable amount of time. It’s not uncommon to see wholesalers making $17,000 their first year to a 7-figure operation the next. 

Once you’re in a comfortable position (whatever that may be to you), you should pause to think about what you really want. 

If it’s money, what is that money going to be used for? I know this sounds like cliche goal setting, but it really is important to think about.

Because I’ve seen some successful wholesalers reach that goal of 7-figures, only to crash it back down. On purpose.

It sounds crazy, right? Who in the world would want to scale down a business from making millions.

Mo’ money mo’ problems. 

But for these wholesalers, it was more of a lifestyle choice. Running a big team is a stressful and time-consuming responsibility.

The guys I’ve seen do this, do it for the sake of getting their time back to do real-life stuff… outside of business. 

We get caught up in the grind that we forget there’s a whole world outside of us.

Now is this a realization you have to have once you reach 7-figures? I don’t think so.

If you would rather work less and spend more time with your kids, why not design that now?

Some of these guys do 3-5 deals a month with them as a solo operator plus an assistant or two. And that’s enough for them.

They can spend the rest of their time traveling, watching their kids grow up, going to important events, etc. 

It’s an interesting perspective though.

We get caught up in the numbers and dollar signs and forget that time is the real valuable resource we can never get back. 

Now I’m not trying to deter you from reaching whatever goals you have. Just offering a perspective to think about.

We see stories of entrepreneurs who exit their companies and make life-changing money – only to post something about how miserable and lonely they are. 

That’s a cruel existence to me. 

So enjoy the climb and the journey. Don’t forget about your happiness now.

Framing Offers

One of the best sales books I’ve ever read is Pitch Anything by Oren Klaff. 

Oren is the guy who really taught me the power and value of “frames”. If you don’t know what frames are, they’re simply the context and relevance of a communication medium.

In our case, we’ll talk about frames in a sales conversation. They can get way more complex and psychological, we’ll discuss that in the future.

But here’s the ultimate rule of frames (in Oren’s words): the person who owns the frame, owns the conversation.

Another general rule is that if you’re doing more talking than listening, you probably don’t control the frame. 

Unless you’re presenting the offer. And that’s what we’ll discuss specifically today.

To get the right framing for an offer, you need information. That’s why you ask questions in the beginning to understand a seller’s motivations, desires, and situation.

I know a lot of young bucks out there get excited when it comes to the offer part of the conversation.

They want the deal so they’re focusing on the dollars and presenting all these reasons why to justify the dollar amount. 

Are you sure that’s the frame that’s relevant to your seller?

Of course, at the end of the day, money is important. But what if the seller spent 5 minutes telling you about how they inherited this house and it’s causing them all this stress and whatnot. 

That’s not small talk information you throw out. That’s the juice. 

Those are chess pieces you’re collecting to use during the offer. 

So if you were able to uncover the present pain of your seller earlier, use that as the framing for your offer. 

If the seller is in a distressed situation because of back taxes and a boatload of other things, focus on that.

Instead of money, focus on moving them out of that present pain as quickly as possible. Make it about time, energy, and safety. 

It doesn’t matter what product or service you’re selling. The objective of an offer is to decrease uncertainty. 

If someone is in a distressed situation, the more prominent issues on their mind are probably around moving on with their life. There’s more uncertainty around those issues. 

Use that as your opportunity. 

I still see a lot of guys focus on the dollar amount. Of course, your offer is probably gonna be lower than what the seller expects. 

But don’t waste time justifying it. Remind them of the pain they’re in and wrap your offer around that frame. 

Crafting Effective Direct Mail Campaigns

Leads, leads, leads. That is the name of the game.

No matter what business you are in, lead generation is a part of it.

In wholesaling, it’s always a game of generating more and more leads. More leads = more deal flow, simple as that. 

There are many ways to do this. Some run digital ads, buy leads, others cold-cold call or door knock, and some choose to send direct mail. 

Today we’re gonna talk about the timeless method of sending direct mail. 

Direct mail campaigns are old-school, but they work. That’s all you need to know. 

Today, we live in a digitally dominated world with attention-sucking apps at our fingertips. But sometimes that’s when the old school makes a comeback.

Direct mail will always be a staple in real estate but think about it. How many folks do you think still receive handwritten letters? 

So to build a successful direct mail campaign you first and foremost need to define your target audience.

Identifying and understanding your target audience allows you to create a specific and relevant message. What you might say to someone in a lower-income neighborhood is not gonna be the same as what you say to someone in a wealthy zip code. 

Each specific audience has specific needs and desires and your message is what brings it all together. 

Here are a few examples of the different groups that you can be targeting:

• Probate

• Pre-foreclosure

• Absentee Owners (In-state or out-of-state)

• Distressed properties

• High equity homeowners

Once you figure out who your target audience is, the next step is to put together a high-quality mailing list. 

Invest time and resources into creating an accurate, up-to-date, and segmented list based on your target audience. You can do this by utilizing real estate databases, public records, and other resources.

Now it’s time to craft your message. 

Don’t make it too long. No one has time to read an essay. Try to be as concise and direct as possible. 

Highlight the pain points. If they’re in a distressed situation, focus on things like moving quickly, saving time and energy, etc. 

Highlight the benefits of your solution. After addressing the pain points, tell them how your solution makes all that present pain go away.

Sell yourself. Don’t spend too much time on this, but you have to make yourself credible. Highlight a success story or your experience. 

DO NOT overlook design. The visual appeal of your direct mail material matters. 

A well-designed postcard, letter, or brochure can significantly increase the chances of your message being read. Professional graphics, clear fonts, and strategic layouts with attention-grabbing headlines and a strong call-to-action encourage a response.

You could also try something akin to a handwritten letter with not much design. It is possible to be “over-commercialized” in design. 

Personalization, personalization, personalization.

It’s so important to add human touch to your campaign.

Addressing the recipients by their names and tailoring content to reflect specific details about their property or situation demonstrates your research. And it builds authority in the eyes of the prospect. 

Targeted outreach is way better than a generic mass mailing. Think with a sniper rather than a shotgun. 

Effective direct mail often requires a multi-touch approach.

Instead of sending a single piece, consider a series of mailings spaced over time to reinforce your message. 

Plus, we can’t predict the timing. Consistent follow-ups demonstrate persistence and increase the chance of catching the recipient at the right moment.

Finally, to refine and optimize your campaigns, track and analyze your results. What doesn’t get measured doesn’t get improved. 

Keep track of response rates, conversion rates, and how many pieces you mailed. Build a law of averages around your campaign. 

Sorry if there’s no ninja tricks here. But basic fundamentals always win.

Today’s Sales Objection

Last week’s sales objection:  

I’m going to try listing it with an agent again.

Best Answer: "Okay but keep in mind that you will have to pay listing fees plus a commission. We can get the house moved faster and there would be no costs of any kind for you to pay." - Jorge Caicedo

This week’s sales objection:

Hey, I need to see a proof of funds from you before I go forward.

Reply with your answers! The best answer will be featured in next week’s issue.

Thanks for reading this week’s issue of the Business of Wholesaling. 

We’ll be back next week with more marketing & sales strategies, market insights, and other advice you can use to grow your wholesaling business. 

See you next week.

Team Business of Wholesaling