S t r a t e g i c   T i p :

Increase your mailout response rate by combining TOP PRODUCER's Merge field and Mass mailouts features to create personalized, target-specific marketing messages.

R e a l   T i m e   B e n e f i t s :

If you're like most agents you probably expect generic mass mailouts to generate about a 1-3% response rate -- if you're lucky. And it's really no wonder given that they're often, well. . .so generic: standardized in form, impersonal in tone and lacking in specific market data that attracts peoples' attention and gets them thinking. In short, these mailouts seldom contain much that would make people think you're speaking directly to them.

TOP PRODUCER users who draw data from contact records and use Merge fields to create personalized Mass mailouts tell a different story. These features enable them to target their messages very specifically to the profiles and interests of different prospect groups. Those who use these features have reported response rates that are two to three times as high as the average generic mailout. In addition, assigning an Action Plan to each contact ensures that these mailouts will go out like clockwork as part of Today's business.

R e a l   W o r l d   S c e n a r i o :

Maximizing your results with this feature begins with carefully defining your target groups. Naturally, the more Merge fields you place in a letter the more you'll be able to personalize your messages to the target groups you choose.

The following example uses brackets in the body of the letter text to illustrate the information being automatically drawn from your contact records. Using Merge fields, you can directly insert unique contact details right into their letters. Use this information throughout and your letter will speak personally to each contact! For example:

Notice how the merged fields can even be used to make the letters specific to both the contact's present property and future housing needs.

Sending targeted, personalized mailouts that speak directly to your contacts and their selling/buying situation is a powerful and profitable way to prospect. Combine TOP PRODUCER's Merge field and Mass mailout features and you're sure to get your contacts' attention -- and their business!

P r a c t i c a l   T e c h n i q u e:

To follow our example follow these easy mouse clicks and key strokes:

• Click on Mail on the Upper Tool Bar
• Click on Mass Mail Outs
• Double click on Contact Type
• Click on contact types (to select more than one hold the CTRL key down)
• Click on Add To Search
• Click on Start Search
• Click on Select All
• Holding down the CTRL key, click on all those people you want to remove from the mailing list
• Click on Print Report so you can follow up later by phone
• Select Short Phone & Address List and click on OK
• Click on OK in the Print Window
• Click on Start Mail Out
• Click on Select Letter
• Click on Add (If you want to create a new category of letter)
• Type in new category of letter: e.g. Targeted Mass Mailing Letters
• Click on OK
• Click on Targeted Mass Mailing Letters
• Click on Next
• Click on Add
• Type in title of new letter: e.g. Targeted Mass Mail Letter # 1
• Click on OK (Word Processor, complete with a shaded area representing each merge field appears)
• Click on blank area below Salutation and type in desired letter text (inserting merge fields as per example above)
• Click Insert on upper Tool Bar
• Click on Merge Field
• Click on desired merge field: e.g. Present Areas
• Click on Insert (then press the space bar)
• Continue clicking on Insert, Merge Field and select desired category until finished
• Click on the lower X in the right hand upper corner of your screen
• Click on Yes to Save Changes In Targeted Mass Mail Letter # 1
• Click on the upper X in the right hand upper portion of your screen
• Click on OK
• Click on View (to proof letter) (To see next letter click on Next)
• Click on Print to start mass mail out
• Click on OK in the Print Window
• Select labels or envelopes and click on OK

(Tip: Don't forget to place a space, using the space bar, on either side of the merge fields)

N e t w o r t h y:

For details on how to get even more out of the Merge field and Mass Mailouts features, please refer to VOLUME 2 of the TOP PRODUCER System 6 video training series

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