ForeclosuresMass - ForeclosuresMass Monthly - Nothing Succeeds Like Success - Brian Jones Reveals His Marketing Strategies (April 2007)

An active investor since June 2004, Brian Jones closed five deals in 2006 - while holding down a full-time job. We caught up with him at a recent Turning the Key event to ask how he markets himself and what are some of his more successful strategies.

ForeclosuresMass Monthly: Brian, we noticed on your business card that your tag line reads, "Solutions for Problem Properties" and that on the back you state you purchase "unwanted properties." Why do you market yourself this way versus stating you're a real estate investor or agent?

Brian Jones: That's great you picked up that nuance. Basically, I go after pre-foreclosure properties and bank owned properties. I'm looking for motivated sellers - not properties per se. I'm looking for out of state landlords who want to sell, people getting divorced, or adult children of recently deceased parents - they often need to unload a property.

FMM: How do you find these people - or maybe the question should be how do they find you?

BJ: My main source of leads is advertising and direct mail. I have a classified ad that runs every day in the Worcester Telegram real estate section. I generally get 8 - 10 calls a week from the ad.

* Next 37 17 investors only!

I also do direct mail to the ForeclosuresMass list. I focus on one county and mail letters to those listings every week. At 70 - 120 listings per week that's about 300 to 350 letters every month. I then follow up the letters with a postcard.

BJ: Half the calls I get every week come from my direct mail letter or postcard - it's about a 5% response rate.

FMM: Wow! That is excellent. Did you have someone help you write the letter copy? Have you thought about outsourcing the task of printing and stuffing the letters?

BJ: No, I didn't have a copywriter help with the letter - but I probably should, that's a good idea. And no, I haven't outsourced the mailing yet.

FMM: Where do you get the postcards done? Do you order them from a local print shop or do you go online for them?

BJ: I use Vista Print - the same place where I get my business cards. VistaPrint is very cost effective. They offer free business cards and other items, but the free cards have to carry the VistaPrint logo. I order their standard business cards and postcards.

FMM: Speaking of your business cards, where did you get the idea to put sales copy on the back of your card? Your business card does a good job of marketing your service.

BJ: I've attended a number of real estate courses and picked things up along the way. I read books on marketing, too. The experts state you should make your business cards work for you by printing front and back, so that's what I do. I find them very effective.

BJ: For 2007 my plan is to send direct mail letters to out of state owners. I want to locate landlords who are going through evictions - sometimes they're so tired of being a landlord they want to sell.

I'm also in the process of contacting those trash clean up companies - you know, the companies that come in and haul away your trash or junk. These guys see what's happening on the street - and often times are called in after a tenant is evicted or if a house is abandoned due to foreclosure. If they know about me, I'm hoping they'll call when they hear about a motivated seller - in this case, a landlord or bank.

I also network at real estate meetings - including the ForeclosuresMass group. Networking is the best way to find deals. The goal of networking - and this is key - is getting into the inner circle. It takes a long time. You have to get to know people and build up the trust factor. Once people find out you're serious about doing business, they start telling you about deals.

I do the same thing for other investors. If I hear about a deal that's not in my county, I'll tell other investors I know about it. This helps them and it helps me: they get a good deal and keep me in mind for future deals.

BJ: No, I don't but it's on my to-do list for this year. I plan on adding a link to it in my classified ad and direct mail letters.

FMM: Is there anything else you do to market the fact you're in the real estate business?

BJ: I don't know if this tactic is considered marketing, but I have my real estate license. This helps me because it shows I'm serious and because it allows me to network with real estate agents. I often have sellers who call that I'm not in a position to work with. I refer them to listing agents and get a referral fee. And, investor-friendly real estate agents will in turn refer motivated sellers to me.

FMM: Brian, thanks for sharing your marketing strategies with other investors. These are awesome!

Brian Jones specializes in helping motivated sellers find creative solutions to their real estate problems. He can be reached at 774-535-1457 or by email at brianljones@charter.net.