Imperative Market Research Before Sending Your Mailer

Transcript: 

Jack Butala:                       Jack and Jill here.

Jill DeWit:                           Hi.

Jack Butala:                       Welcome to Jack Jill Show. I'm Jack Butelic.

Jill DeWit:                           And I'm Demi Moore. Just kidding.

Jack Butala:                       Oh, Jill. You're not feeling well.

Jill DeWit:                           I know. It's actually sounding better than it did yesterday. I called the office and they didn't know who I was. It was awesome. But, I'm Jill DeWit, and we are broadcasting this week from sunny Southern California, where everyone apparently is in the real estate business.

Jack Butala:                       Can you believe that?

Jill DeWit:                           I know, it's so funny.

Jack Butala:                       Everywhere I go, no matter who I talk to, up or down the chain.

Jill DeWit:                           Yep.

Jack Butala:                       They wanna talk about the real estate they own and how much money they've done-

Jill DeWit:                           Exactly.

Jack Butala:                       Especially when they find out what we do for a living.

Jill DeWit:                           Totally, even the college kids, and they own the house, and they rent it out to their buddies, which is brilliant, by the way. You know, everybody's got their foot in it, or they want to get into it, which is awesome.

Jack Butala:                       There's all different types of people that live in Southern California that have done well in real estate. And they all handle it differently. Like, some people just do one house, you know, make a couple million bucks, on accident. And then that's it. They're done, and they just kind of walk around.

Jill DeWit:                           Exactly.

Jack Butala:                       Or surf or whatever.

Jill DeWit:                           Talking about being in the real estate business.

Jack Butala:                       Some people that take it real seriously, like we do, and just keep pounding it over and over and over again.

Jill DeWit:                           Isn't that funny? We can't stop, I don't know how to stop.

Jack Butala:                       I know. And it's everything in between, it's amazing. Entertaining real estate investment.

Jill DeWit:                           Gonna try.

Jack Butala:                       Today, Jill and I talk about it, imperative market research before sending out your mailer. What the heck does that mean? Well, we'll find out. First, let's take a question posted by one of our members. On the Land ... oh, new script. On jackjill.com, online community, that's right.

Jill DeWit:                           Love it. Peter T asked, "I'm trying to narrow down a profile of the average buyer in Arizona for 40 acres. I'm making an assumption that the buyers will be male, age 40 to 60, hunters, RVers, outdoor folks, etc. Why? So I can keep that in mind when targeting for Facebook and social media. Anyone have more experience here, and can this be more focused? Is it off the mark? What do you think? And I would love to get input from the group."

Jack Butala:                       Yeah, so here's the thing, Peter. Social media marketing, dude, there's nothing cheaper. So especially in the beginning, and I can tell kind of reading between the lines here in your question that you're probably kind of new to it. There's nothing cheaper. So per impression, you're gonna be spending less than 1 cent. In fact, it's less than one tenth of 1 cent very often, if you do it correctly.

So in the very beginning, I think, it's important not to exclude anyone. What you want to do is build a click-through audience, so a year later from now, what happens is you go in and you choose an audience you think might be interested,