The $100K Letter

Written by Acme Mag

Marketing isn’t an exact science and no one can completely predict how a piece of marketing will be received, nor can it be predicted which part of a marketing plan will be the key driver of success. Some consider marketing a gamble, while others correctly see marketing a necessary, albeit uncertain, part of good business.

Michael Devlin, Director, Lead Agent and Auctioneer of More Estate Agents in Jindalee, is a recent example of how a small marketing ‘bet’ paid off – big time. 

Working with Identity Marketing, a real estate agency with a strong history and focus on the real estate industry, Michael Devlin sent a letter to the entire Jindalee suburb. This letter expertly used More Estate Agent’s brand language and tone while featuring a firm call to action. Within a week Michael received several responses, one of which would set off a financially handsome domino effect. 

A couple in the Jindalee area reached out to Michael to find out what their home was worth in the current market, although the couple already had an assumed price in mind based on recent sales in the immediate area, curiosity got the better of them. During the appraisal Michael informed the couple that their property would catch a figure close to $800k as the land could be subdivided into 3, a figure that was at least $100k more than the couple had privately estimated. 

The couple listed their home with More Estate Agents and then sold their home to a local developer, resulting in a $24k commission for Michael Devlin. Being a real estate professional that never misses an opportunity, Michael formed a working relationship with the purchasing developer to sell the subdivisions. The financially handsome domino effect continued to the neighbouring property which Michael sold to the developer and then sold the subdivisions, each with an $11k commission. 

Two initial blocks, six new properties, a new working relationship and happy vendors all stemming from
a humble letter, demonstrating
that even the most simplistic marketing pieces can have the largest of payoffs.