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The Situation

Nick Christe is the owner of GFY Consulting in St. Joseph, MI. Nick is an investor, business consultant, and licensed real estate agent. As a Southwest Michigan and Northwest Indiana homebuyer, he buys houses for cash and covers all closing costs.

The Solution

Nick was looking to target people in his area interested in selling their homes for cash. He contacted PostcardMania to help with his marketing.

Nick signed up for an Everywhere Small Business marketing campaign that combined direct mail with digital advertisements on Facebook, Instagram, Google, Gmail, and YouTube.

First, PostcardMania designers created a postcard for Nick, which included the following features:

  • Variable data that addressed the recipient by his/her first name
  • A clear message on the front of the card asking if they were interested in selling
  • A handwritten font that makes the postcard look more personable
  • A list of benefits, including no closing costs, quick sale, no repairs and moving help

Nick mailed 5,015 postcards to a list of his own contacts in the local area. The postcards were mailed out in increments of 1,000 pieces at a time on a weekly mailing schedule.

The digital ads matched the postcard design and showed up in the feeds of local prospects. The Google ads made 81,187 impressions and were clicked on 560 times; the Gmail ads made 19,833 impressions and were clicked on 217 times; the YouTube ads made 1,477 impressions and were click on 3 times; and the Facebook/Instagram ads made 17,001 impressions and were clicked on 95 times.

The Results

They generated $60,000 in revenue!
Digital Ad Network Ad Displays Clicks
Google 81,187 560
Gmail 19,833 217
YouTube 1,477 3
Facebook/Instagram 17,001 95

As a result, Nick received 20 responses, converted 3 of them, and generated $60,000 in revenue. Given that he invested $3,810.42 on his Everywhere Small Business campaign and made 60 grand, his return on investment amounts to 1,475%!

Since then, he has continued mailing postcards and ordered another 10,000 pieces.

CSID: 53062