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Offline Marketing A/B Split Testing Results - Website Redesign - 7878 Method/Twist

Discussion in 'Offline Marketing' started by netmoney1, Dec 1, 2012.

  1. netmoney1

    netmoney1 Executive VIP

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    A friend of mine has a local web design company and was complaining about how his phone doesn't ring anymore. He lives in a touristy beach town and back before the housing market fell to the floor he was crushing it. Everyone and their brother was a real estate agent or was taking the test to get their license. You know what this meant...they all needed websites now. He worked out a deal with the real estate school where he could come in and speak to the students on one of the days and introduce his company and service. Since they saw a face and he was local guess who they all turned to when they passed and now needed a site? He was crushing it and making great money.

    Well when the real estate market tanked so did his business. He is a great designer but he is horrible at marketing (he is also one of the laziest people I know)

    Every time he called it was the same sob story...business is slow and the phone doesn't ring. I told him I was going to stop by his office.

    Now, 7878's Online Reputation Management (dice method) thread on here is one of the best and I though there must be a way to take some of that and tweak it to help generate him a couple of deals with real estate agents since the business in the area was picking up. I knew dice were out of the question because he is way too cheap to pay a couple bucks to mail a letter. So I thought about "keys" - so I stopped by the local hardware store to see if I could buy the blank keys they use to cut new keys. I actually walked out of there with a box of keys for free! The guy gave me a stockpile of "rejects" and "bad cuts" - I thought that was cool. He said they just toss them anyway.

    Now I wanted to get creative with the envelopes. Again, this guy is super cheap and with business down I didn't think he would be down to use FedEx or Priority USPS cardboard envelopes. I got some regular white business envelopes and then I also got some yellow greeting card type envelopes I found. They were square...like the envelope a birthday card would arrive in. Figured it may cause an open from a real estate office...thinking it was a thank you card from a client or something.

    Now it was time to find potential real estate agents and offices to target. We had a realtor friend help with this. He pulled data from MLS and we got the top 50 offices in terms of sales over the past 3 months.

    I had him create an excel spreadsheet with that data - office name, broker in charge and address while I whipped up a letter template.

    This is the exact same template we used for him:

    Date

    Real Estate Company
    Broker In Charge
    Address
    City, State, Zip

    Dear ________________________,

    My name is ___________________________ and I own _____________________________ right here in _____________________________. I was recently looking at your website and I have to tell you that I feel you are pushing a substantial amount of potential clients to your competition based solely on the user experience that your website delivers.

    When a potential client visits your site you need to capture their interest within seconds. They will do either one of two things when they land on your site. They will either like what they see and surf around or they will click the back button and visit your competition. This is the first impression many will get of your company, and it is extremely important to engage them immediately. Wouldn't you agree?

    There are several areas of your website that could be fixed and enhanced to deliver a much more user friendly experience, resulting in more phone calls and ultimately more revenue for your company. The most noticeable items are:

    *Fix #1

    *Fix #2

    *Fix #3

    *Fix #4

    *Fix #5

    These were just the immediate areas I found. I would love to speak to you about how I can greatly improve your site. I will also go through your site in much more details and discuss all of the areas that can be improved.

    Please give me a call at ___________________________ and we can discuss this in much more detail. I look forward to speaking to you very soon!

    Regards,

    ______________________

    PS - You may be wondering why I sent you a key. That key symbolizes the key that you should have been giving to a new homeowner today, but due to an under performing website they did business with your competitor. Let me help you hand out more keys!



    Very straight to the point. They either say "wow this guy is a dick" or "shit, he is right"

    Now, 50 total letters were sent out on Monday the 26th (this past week) - they were all sent to the same are so delivery happened on Tuesday for all of them. Same letter and key in all 50...but 25 were sent in regular business envelopes and 25 were sent in the square yellow greeting card style envelope.

    In the excel spreadsheet it was noted what envelope style was sent to each office.

    I told him it was very important that he tracked EVERY phone call...even if the office called in to tell him how much of a dick he was lol

    Calls started on Tuesday and continued through Friday.

    Out of the 25 regular white business envelopes:

    6 calls total

    3: said they didn't have the budget to do a design
    2: set up meetings at his office for next week
    1: met with him the same day and contracted him ($1,400 redesign)

    Out of the 25 yellow greeting card style envelopes:

    11 calls total

    6: said they didn't have the budget to do a design
    3: set up meetings at his office for next week
    2: met with him during the week and contracted him ($900 redesign & $1,600 redesign)

    That is billing of $3,900 for a guy crying that his phone wasn't ringing.

    Big thanks to 7878 for sharing that ORM method with the dice...shows you that with a little twist these things work!

    Needles to say drinks and food will be on him tomorrow for the Football games! haha

    Almost double the calls from the greeting card style envelope! I will update this after next week and let you know how the 5 meetings went and also if more calls come in for him.

    Now...go get that $$$$....it is out there!!!!!!!!!!!!!!!!!
     
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    Last edited: Dec 1, 2012
  2. jaso009

    jaso009 Junior Member

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    Awesome post dude, been wanting to do something like this my self for a while. Not completely redesign a site but improve it with a clean wordpress theme, as I'm not skilled enough to design a whole site from scratch. Motivation from threads like this really reinforce good solid methods.
     
  3. 7878

    7878 Executive VIP Premium Member

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    Way to get creative. :)

    A 34% response rate is nearly unheard of, you guys should be proud that's fantastic work.
     
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  4. netmoney1

    netmoney1 Executive VIP

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    I think it has more to do with it being a small town (buy very touristy so real estate sales are high....there are hundreds of companies) - and I guarantee they have never seen any kind of approach like this before. If it was in a large city I bet the rate would be WAY lower. The rate here has a lot to do with the wow factor. Like a caveman seeing fire for the first time...they want to know more and touch it lol
     
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  5. RalphWiggum

    RalphWiggum Newbie

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    Funny, today I thought about using keys for my packages instead of dice.

    Good Job!
     
  6. netmoney1

    netmoney1 Executive VIP

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    Yeah, I wanted him to stuff them with keys...like 5-10 in each so they added weight and juggled around but he didn't want to spend extra postage. Now he has money to jam those suckers with keys on the next round.
     
  7. 7878

    7878 Executive VIP Premium Member

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    Lumpy mail is a cool trick to get "opens", but in this case I think you need to give the credit to the content of the letter.

    Even more so I think there's a niche market for optimization services that most fail to see.

    Have a website? Yup. But what has it done for you lately?

    Get your prospects thinking about their internet marketing as an revenue stream instead of an expense and the tone of the entire exchange is altered. ;)
     
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  8. netmoney1

    netmoney1 Executive VIP

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    Exactly...let us show you how this tool you once considered an expense can be turned into a money maker
     
  9. CosmicSoundz

    CosmicSoundz BANNED BANNED

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    Hey I have a great idea.. I wanted to do this method for a friend but for a percentage. What % of his sale do you think I should ask for?
     
  10. netmoney1

    netmoney1 Executive VIP

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    I mean if it your friend I would just do it for him...

    I know business is business but help your friend out...never know when he will be able to return the favor...
     
  11. Lisa Wagner

    Lisa Wagner Newbie

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    Subscribing to the thread. A very curious ideas. It is great to learn from witty people. A nod to OP (Netmoney1) and 7878 for sharing ideas.
     
  12. wally666

    wally666 Junior Member

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    Great job, I love the twist(s)!
     
  13. netmoney1

    netmoney1 Executive VIP

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    Glad you enjoyed this.
     
  14. netmoney1

    netmoney1 Executive VIP

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    EDIT: He received 1 more call today from the letters - he said the woman was very interested in a redesign - but when he asked her what her budget was for the project she said $150 - not even in the pallpark lol

    He also had a meeting today that was set up before the weekend. They also had a very limited budget so no redesign from them although he did get contracted to do some html email designs. A little extra $$ (to make up for the food and beers I made him buy yesterday while watching the football games :) ) - and also to pay for more of this type of marketing. I think this little simple lesson woke him up form the dead! Now he keeps texting me crazy ideas of what he wants to stuff in the envelopes next haha

    I'll update if he gets any more bites or deals from that mailing.
     
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  15. wally666

    wally666 Junior Member

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    What a bunch of shit. What is it with these cheap people? Where are people getting the idea that $150 will give them ANYTHING of any value when it comes to their marketing. I wonder if people call up the cable company and say "Hey, I'd love to run a commercial so I can get more business...I'll give you $20 so you'll just run my spot during the Super Bowl right?"


    Sheesh
     
  16. netmoney1

    netmoney1 Executive VIP

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    LOL well if you saw their current website it is obvious that they probably paid LESS than $150 for it haha
     
  17. artizhay

    artizhay BANNED BANNED

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    Even though his time is worth more than $150, if he isn't swamped then it's often a good idea to help someone out like that given it's not TOO complex.

    I think the connection is often more valuable than the money. You never know when that person will call back with a bigger marketing budget because the $150 site helped them, or they send you a great referral for accommodating them so well.

    Regardless, great idea and glad to see your friend's success.
     
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  18. netmoney1

    netmoney1 Executive VIP

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    These are real estate sites...complex. Not a simple landing page. He is a good dude, and gives people good breaks...but at some point you have to put your foot down and understand that your talent/time is worth more.

    I understand what you are saying...but that is like me walking into a Lamborghini dealer and the sales rep asking me what I want...and I say "I want a Lambo and I have $5,000 to spend" They aren't going to sell me a Lambo for $5k in hopes that I come back to buy another one or tell my friends about them.

    I can see if it was a simple redo...but these sites he does take a lot of time and have a lot of internal working features. I only targeted the large producing offices - so these are full on huge sites - with all of their listings, their agents listings, etc.

    If their budget is $150 and they are in real estate that tells me they are in trouble and their business may be a sinking ship.
     
  19. bananapoison

    bananapoison Registered Member

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    This was a crazy good post. Kudos to you for being so freaken creative!
     
  20. netmoney1

    netmoney1 Executive VIP

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    Thanks...but 7878's initial dice post in the one that spawned this...if you haven't checked it out take a look! This was just a spin - and a way to show that any idea can be taken and tweaked...and made to work! The money is out there...have to be creative and go get it or someone else will!