Easy Purl

Challenge

ACME Solutions was called upon to help a property-tax consulting firm build its customer base. While the client excelled at its core business of helping commercial property owners lower their property taxes, it lacked the skills to market its business, and to expand into the residential real estate market.

Solution
ACME Solutions created a customized mailing list targeting property owners according to demographic segment, and then designed a printed mailing containing PURLs and a few key questions, such as:

 

• Do you own more than one residential property?
• Do you own commercial property?

Result

While the response rate to the PURL mailing (1.3%) was only slightly higher than average, the quality of the responses was extremely high: the tax consulting firm was now successfully closing deals with 100% of the respondents, for a total of $35,000 worth of new business in just three days.

 

The tax consulting firm had previously sent out mailings on its own, but had never received any response from their efforts. With well thought out designs and PURLs included in its mailings, it suddenly acquired tens of thousands of dollars in new business in less than a week, demonstrating the powerful impact of personalization and other ‘GET NOTICED’ strategies.

 

• Response rate on the PURL mailing was 1.3%
• High-quality leads enabled the firm to close deals with 100% of the respondents
• $35,000 worth of new business was generated in just three days

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