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I would call Barbara Todaro for advice and listen carefully.
Wow! That's a lot of scratch! I have groups I'd like to target and then I'd do a untargetted/blind EDDM mailing to use up the rest of the money.
Combination of past, potential(farm) and sphere of influence with a postcard campaign.
EDDM. No question.
And/or send Direct Mail to past customers.
Postcards to past cutomers and targeted geographic areas!
Some with Listing Grabber and balance with Post Card Mania. How much with Listing Grabber would depend on your market area and size - for me it would be approx $1,500 Listing Grabber, balance on neighborhoods with best turn over rate and no single agent with more than 30% of the market share.
$500 to create a "product." (This is done once for each value position)
Targeted marketing that is event based.
Place remaining $3,500 into the retirement account or the 'happy' fund.
i would target a market of potential sellers and try to engage them with a Call to Action campaign.
Only 1% of the realtors ever do this, but you should hire yourself a professional ad agency and come up with a series of postcards that reflect a bit of humor mixed with your business message. For $60k you can hire the ad agency, have all your postcards printed on high quality glossy stock, and mail them out to approx. 10,000 households per month.
These guys are good at what they do, and can easily handle what you need to have done if you want to run a successful direct mail campaign.
I'd check into how the post office program of every home in an area for the lower postage and send a series of postcards. Plus continue sending them to farm areas.
Targeted data from Black Knight or Rebogateway and EDDM for farming.
Guessing I would allocate 50% on each strategy.
What is EDDM?
I have a targetted list of 5000 people, this would handle a few months of postards.
Schedule a mix of mailings targeted at high-end listings and buyers - postcards, handwritten cards, etc. - all to the same niche list. Repetition, quality and some personal follow up.
I would spend it on selecting a farm area and using EDDM to send it.