Writing Direct Mail Copy That Gets Calls

Good direct mail copy is not clever. It is clear. The owner should understand in a few seconds who you are, what you want and what to do next.

Start with the headline#

The headline does most of the work. Make it about the owner and the property, not about you:

• "Thinking about selling 123 Main Street?"
• "We buy houses in any condition, with no repairs needed"
• "Get a fair cash offer without listing your home"

One message per mailer#

Resist the urge to say everything. A mailer that offers a quick sale, a lease option, property management and a free valuation says nothing clearly. Pick the one message that fits the list and leave the rest for later drops.

Speak like a neighbor#

Short sentences. Plain words. No jargon like "assignment" or "wholesale". Write the way you would explain it on the phone.

Read your copy out loud. If a sentence feels awkward to say, it will feel awkward to read.

Make the next step easy#

The call to action should be impossible to miss:

1. A phone number in large print
2. A short line about what happens when they call
3. An optional QR code or web address for owners who prefer not to call

Check before you print#

• Is the owner's name and the property address correct?
• Does the headline make sense to someone who has never heard of you?
• Is there exactly one call to action?
• Would you call this number if you received this mailer?

If the answer to all four is yes, you are ready to mail.