Real Estate Case Study Video

The Situation

Tom Kessler was waiting tables at Disney when he ran into an old friend who was selling timeshares. Tom decided to go work with his friend at his brokerage in 2014. Then in 2020, Tom decided to go out on his own and start his own timeshare resale business.

Tom started his business, True Timeshare Realty, in Auburndale, FL. Initially, he marketed his business using Google and Facebook and mailing letters, but these methods were not successful. After talking to Founder and CEO of PostcardMania, Joy Gendusa, Tom decided to give their integrated marketing plans a try.

The Solution

Tom Kessler started mailing with PostcardMania in 2020. He started out with a mailing of 2,493 cards and then increased the quantity and frequency over time. He also tested various postcard designs to see which ones worked best. Some of them promoted an event while others were targeted toward specific prospects.

Even though he used multiple designs, every postcard included these key elements of a good postcard:

  • Personalization: The recipient’s first name and details about their property were placed on the card to grab the recipient’s attention
  • A QR code that when scanned goes to the company website
  • A tempting offer to purchase their timeshare
  • A five-star review on the back of the card to increase trust with the prospect
  • A list of benefits of selling a timeshare and a strong call to action

Tom’s postcards targeted timeshare owners in different locations. Since 2020, he has mailed 75,576 postcards to his list of contacts. He remained consistent and mailed them about every month.

The Results

They have generated over half a million dollars in revenue and have hired more employees!

Since Tom started mailing in 2020, he has generated over $500,000 in revenue.

Tom feels his direct mail campaigns have been so successful because he used a hyper-targeted mailing list of older contacts who like receiving mail. He has also been able to grow his business since generating more revenue.

He said, “Since I’ve been generating more revenue I’ve been able to work remotely and build a home office. I’ve also hired multiple agents and an administrative assistant.”

Tom has continued mailing with PostcardMania and is looking forward to making even more revenue in the future.

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