Q: Denise, I want to start a geographical farm, but it just seems so expensive to mail each month. What do you think of mailing to 500 people on a quarterly basis?
A: If you are comfortable with printing and mailing 2,000 mail pieces per year (500 x 4) then I would rather you mail to 167 people every month. Monthly, consistent mailers with relevant local market information are the best way to get the attention of people who are new to you. Then, once you start to get success in that farm, expand. Perhaps this year you are mailing to 167, but maybe next year it is 250. Then 375. Mail consistently, don’t give up, and I expect in very short order you will be up to your goal of 500.