Starting a new real estate practice in any market is a challenge, but for The Kay-Grant Group in Scottsdale, AZ, they were up against one of the hottest but most competitive markets in the country.
Armed with a successful corporate background, Andrea knew how technology could be used to help small businesses like hers. But when she started talking to marketing partners and software vendors, she found an industry yet to fully embrace the power of data and automation in marketing and customer relationship management.
Andrea quickly started putting together her own solutions to optimize digital and traditional marketing. Necessity being the mother of invention (or, innovation), that’s where the Wise Pelican story begins.
The Kay-Grant Group: By the Numbers
Headquartered in Scottsdale, Arizona, The Kay-Grant Group relies exclusively on direct mail postcards to generate listings, which makes them the perfect candidate to measure and determine ROI.
As you can see in the graph below, they were able to nearly quadruple their production from 2019 to 2021, while barely doubling their annual spend on postcards! The result? A 330% ROI in 2021 just in listing transactions alone.
A Deeper Look Into the ROI for The Kay-Grant Group
Taking a deeper look into their investment, and using an average cost per postcard of 75 cents each, The Kay-Grant Group sent approximately 128,000 postcards over the course of a year.
That’s over 10,000 postcards a month!
Even at a pace of 2 listing transactions per month (which coincides with the average home price in the Greater Phoenix/Scottsdale area), that results in one transaction per approximately 5300 postcards.
That’s a conversion rate of 0.00018, or just under two ten-thousandths of a percent!
And that’s not all; when someone decides to list their home, there is a strong chance they will be in the market to buy a home. This is especially true for empty nest homeowners who are looking to downsize, or young professionals looking to move from the city to the suburbs.
If they are in the market to buy a home, the chances of them using a separate real estate agent to handle the home purchase is pretty low. That’s two transactions from one postcard.
Key Takeaways from this Direct Mail Case Study
Just based on the graphic above, there are three key takeaways all real estate agents can learn from The Kay-Grant Group and apply to their real estate business.
Trust the Numbers
In an extremely competitive market, it may seem difficult to commit to the type of direct mail marketing utilized by this team. However, when you have solid numbers to back up your strategy (in this case – strong turnover rates, an adequate average home selling price, and low agent saturation), you have a great opportunity to be profitable.
Investing in Growth is Key
Take a look at the graphic, particularly the years 2019 and 2020; you’ll notice Andrea and her team invested their earned commissions (and then some) back into their geofarming efforts.
Oftentimes, marketing boils down to a simple formula: when you invest $1 and receive $2 in return, the most straightforward path to success and profitability is to simply invest more. This strategy has been profitable for The Kay-Grant Group, who increased their ROI in both 2020 and 2021.
Start Your Journey to Success with Real Estate Postcards Today!
Andrea Lilienfeld’s story is one of the many great success stories we hear from Wise Pelican clients, and the key to getting started down your path to success is by creating a free account and plan your first batch of postcards!