If you would prefer to watch a video on USPS EDDM versus Wise Pelican, we have included our YouTube.
https://www.youtube.com/watch?v=hfo2zwT-_6k&t=3s
What is USPS EDDM and how does it work in real estate?
USPS EDDM (Every Door Direct Mail) delivers mail to every household within a specific ZIP code or carrier route. It’s used by businesses to reach residents without needing individual mailing addresses.
USPS EDDM: Key Characteristics
| Feature | Description |
|---|---|
| Target | All addresses within a geographic zone |
| Personalization | None (no names or individual property targeting) |
| Address Data Needed | No (only ZIPs/routes) |
| Ideal Use Cases | Restaurants, local promotions, political campaigns |
EDDM focuses on quantity over quality. It delivers your message broadly but cannot distinguish between renters and property owners.
Why does EDDM fall short for real estate professionals?
EDDM sends mail to occupants, not homeowners. In real estate, this distinction matters. Renters cannot make selling decisions. Homeowners, especially absentee owners, represent high-potential seller leads.
Core Limitation of EDDM in Real Estate
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Occupants ≠ Decision-makers
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High waste rate in non-owner-occupied properties
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No segmentation for property type, ownership status, or investor profile
Who are absentee owners and why are they valuable?
Absentee owners are individuals who own a property but do not live in it. They are often landlords, investors, or relocated homeowners.
Absentee Owner Segments
| Type | Description |
|---|---|
| Landlords | Own rental properties |
| Relocated Owners | Moved but retained property |
| Investors | Hold real estate as part of portfolio |
Why Absentee Owners Matter
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Higher Turnover Rate: Investors evaluate ROI and sell when needed.
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Less Emotional Attachment: Decisions are financially driven.
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More Likely to Sell: Especially during market shifts or after tenant turnover.
📊 Data Point: Absentee owners sell properties 25–40% more often than resident owners (source: ATTOM Data Solutions, 2023).
How does Wise Pelican target absentee owners differently?
Wise Pelican is a real estate-focused direct mail platform that provides owner-specific targeting, including absentee owner segmentation and NCOA-scrubbed lists.
Wise Pelican vs. USPS EDDM Comparison
| Feature | Wise Pelican | USPS EDDM |
|---|---|---|
| Targets Homeowners | ✅ Yes | ❌ No |
| Absentee Owner Lists | ✅ Yes | ❌ No |
| NCOA Address Verification | ✅ Yes | ❌ No |
| Real Estate Templates | ✅ Yes | ❌ No |
| Personalization | ✅ Yes (name, address) | ❌ No |
Wise Pelican ensures that your mail reaches the actual decision-makers, even if they live out of state.
What role does the NCOA database play in direct mail success?
The National Change of Address (NCOA) database updates address records for individuals who’ve moved. Using NCOA-scrubbed lists avoids wasted mail by ensuring delivery to the correct location.
Benefits of NCOA Integration
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Avoids outdated mailing addresses
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Ensures mail reaches absentee owners even if relocated
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Complies with USPS address accuracy requirements
What are the strategic advantages of targeting absentee owners?
Targeting absentee owners allows agents to focus on sellers with higher transaction intent. They are often open to offers, especially if managing property remotely becomes a burden.
Key Advantages
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Faster listing acquisition
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Higher motivation to sel
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Less local agent competition
🧠 Insight: Out-of-state absentee owners are 3x more likely to respond to consistent direct mail due to the lack of local contacts.
What messaging works best for absentee owners?
Tailored messaging outperforms generic content. Absentee owners respond to personalized, relevant information that addresses their unique concerns.
Effective Messaging Strategies
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Highlight remote selling services
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Emphasize ease of working with a local agent
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Offer market insights for their property’s ZIP code
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Share testimonials from other absentee clients
How do you build a high-performing absentee owner mailing list?
To succeed, you need rich, verified data. Start by sourcing high-quality absentee owner lists and enhance them with ownership tenure, property type, and investor status.
Steps to Build Your List
- Filter for non-owner-occupied properties
- Use property tax records and deed data
- Scrub the list through NCOA
- Segment by property value, location, and ownership length
✅ Pro Tip: Focus on properties owned for 5+ years. These owners are more likely to consider selling.
How can agents track ROI from absentee owner mail campaigns?
Tracking campaign performance is essential to optimize your ROI. Use tracking numbers, QR codes, landing pages, or unique URLs in mail pieces.
Campaign Tracking Metrics
| Metric | Purpose |
|---|---|
| Call Tracking | Measure response rate |
| Website Visits | Track interest via specific URLs |
| Lead Conversion Rate | Assess campaign profitability |
Example Call-to-Actions
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“Scan this code for your property’s current value.”
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“Call this number to speak with a local expert.”
Summary: USPS EDDM vs. Wise Pelican — Which Should You Use?
| Criteria | USPS EDDM | Wise Pelican |
|---|---|---|
| Reaches Homeowners | ❌ | ✅ |
| Targets Absentee Owners | ❌ | ✅ |
| Data Accuracy | Low | High |
| Custom Templates | No | Yes |
| Response Rate | Low | High (4–10x higher with targeting) |
Final Take: Why Wise Pelican Wins in Real Estate Marketing
In real estate, precision beats volume. While USPS EDDM offers reach, it lacks relevance. Wise Pelican enables agents to connect with high-intent sellers—absentee owners—using data-driven, personalized campaigns.
By combining:
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Verified absentee owner lists
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NCOA data scrubbing
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Real estate-focused messaging
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Campaign ROI tracking tools
…Wise Pelican provides a complete solution for real estate professionals looking to convert listings at scale.
Frequently Asked Questions (FAQ)
1. What is the main difference between USPS EDDM and Wise Pelican?
USPS EDDM sends mail to every address in a geographic area without targeting. Wise Pelican targets actual homeowners, including absentee owners, using verified data.
2. Why is targeting absentee owners important in real estate marketing?
Absentee owners have a higher turnover rate and are more likely to sell. They are ideal targets for listing-focused campaigns due to reduced emotional attachment to properties.
3. Does USPS EDDM reach property owners directly?
No. USPS EDDM delivers to residents or occupants, not necessarily the property owners, which often excludes absentee owners from receiving your marketing.
4. What is the NCOA database and how does Wise Pelican use it?
The National Change of Address (NCOA) database updates mailing addresses of individuals who’ve moved. Wise Pelican scrubs lists through NCOA to ensure delivery accuracy.
5. Is Wise Pelican better than USPS EDDM for real estate agents?
Yes. Wise Pelican allows precise targeting, personalized templates, and data-backed strategies tailored for real estate, unlike the generic approach of USPS EDDM.
6. How can I find absentee owner mailing lists?
Absentee owner lists can be sourced through property tax records, real estate data vendors, or platforms like Wise Pelican. Ensure lists are verified and NCOA-scrubbed.
7. What kind of messages work best for absentee owners?
Effective messages address remote property management, market updates, and selling ease. Personalization and relevance to ownership status increase engagement and conversions.
8. Can direct mail to absentee owners increase listing conversions?
Yes. Agents targeting absentee owners report up to 4–10x higher response and listing conversion rates compared to general occupant-based campaigns like USPS EDDM.
