Ian Walsh on Consistency, Direct Mail, and Facebook Ads - #055
09/18/17 • 29 min
In a world full of digital everything, the days of checking your mailbox have most likely dwindled from daily to weekly. More commonly known as “snail mail”, direct mail is often dismissed as an antiquated method to reach potential customers — a real marketing ghost town. The result? A gap that Ian Walsh profitably filled with good ol’ fashion tangible mailers.
Ian built all three of his successful real estate companies the same way. In this episode, he shares the hybrid direct mail and digital marketing strategy he used to build a multimillion dollar name for his company, Hard Money Bankers. And tells us why it pays to zig when others zag.
Episode Discussions:- The successful marketing methods Ian used for all three of his companies
- Exploring Backyard Marketing
- Why consistency plays a crucial role in business and in life
- The dos and don’ts of adding business cards to your email list
- Why videos are an effective way to build relationships with your audience
- An in-depth look at why this is the Golden Age for Facebook Ads for small business owners
- The benefits of video marketing and getting over your fear of the camera
- Ian’s social media cornerstones and strategies (what does and doesn’t work for his business)
- Valuable tips on how to get results from direct mail
- The Gmail trick Ian uses in his mailers and why it’s genius
- Include these two important calls to action in your mailers
- Embracing Facebook Ads as a staple in your business
- The importance of establishing and following a routine to achieve success
2:44
Ian’s Story:- A full time real estate investor since 2009 (when everyone was running away)
- Entered the industry by building WeSellHomes2Fix
- Built a property management company (sold in 2015)
- Partnered with Hard Money Bankers in Philadelphia
- Underwrites loans in Eastern Pennsylvania and South Jersey
4:16
Hard Money Bankers is an asset-driven private lending operation that deploys $30MM-$40MM/year.
5:48
Ian used variations of the same marketing model for all three companies. Mainly Backyard Marketing (getting in touch with the local market).
6:13
Ian’s Marketing Strategy:- Identifies the client by performing a basic public records search
- Measures the easiest and most cost-effective method to get in touch with them on a mass scale
- Sends mailers
- Maintains a large Social media presence
"Social media is a huge portion of the future of all marketing and will continue to grow over the next 20 years."- Ian
8:04
Keys to Effectively Using Mailers:- Include your name, cell phone number, and email on a postcard
- Be consistent
- Timing meets problem at the right moment
- Spread your budget out over a three-month campaign (minimum)
"Just because they don't call you that second doesn't mean they don't hold on to it, so consistency is huge."-IW
12:23
Mailers are effective because they reintroduce the human aspect of your brand (authenticity).
12:43
"There's no magic. You just have to adapt with your marketing. You have to know who your competition is and know what you're up against."-IW
12:55
Mailer Calls to Action:- A phone call
- Gmail email address (to keep it casual)
15:10
Ian’s Offline/Online Social Media Strategy:- Networking: Sends opt-in newsletter emails to addresses listed on business cards from networking events
- Video: Consistently releases new videos (five days a week) containing valuable content appealing to his market. Is interviewed by others in the same marketplace in order to reach different audiences.
“If you do one video, it's the same as doing one mailer. It does not do anything."-IW
21:10
"Nobody starts a business because it's the easy thing to do. You've already taken some huge risks and huge gambles. Getting in front of a camera and making a quick video is nothing compared to the things you've already done in your business.” - AE
21:29
Cornerstones of Hard Money’s Social Media Strategy:22:41
Facebook Ads"You either embrace technology or fight it — but if you fight it, you've got about a 5-year window until you become obsolete."-IW
"If you have a couple extra bucks go ahead and find the right person or company to engage with to optimize your social marketing like Facebook Ads."-IW
25:23
The Future of Ian’s Marketing- Putting on offline high-end networking events
- Webcasts
- Continue to enhance social media presence
26:12
Ian’s Advice for Business Growth:Establish a r...
In a world full of digital everything, the days of checking your mailbox have most likely dwindled from daily to weekly. More commonly known as “snail mail”, direct mail is often dismissed as an antiquated method to reach potential customers — a real marketing ghost town. The result? A gap that Ian Walsh profitably filled with good ol’ fashion tangible mailers.
Ian built all three of his successful real estate companies the same way. In this episode, he shares the hybrid direct mail and digital marketing strategy he used to build a multimillion dollar name for his company, Hard Money Bankers. And tells us why it pays to zig when others zag.
Episode Discussions:- The successful marketing methods Ian used for all three of his companies
- Exploring Backyard Marketing
- Why consistency plays a crucial role in business and in life
- The dos and don’ts of adding business cards to your email list
- Why videos are an effective way to build relationships with your audience
- An in-depth look at why this is the Golden Age for Facebook Ads for small business owners
- The benefits of video marketing and getting over your fear of the camera
- Ian’s social media cornerstones and strategies (what does and doesn’t work for his business)
- Valuable tips on how to get results from direct mail
- The Gmail trick Ian uses in his mailers and why it’s genius
- Include these two important calls to action in your mailers
- Embracing Facebook Ads as a staple in your business
- The importance of establishing and following a routine to achieve success
2:44
Ian’s Story:- A full time real estate investor since 2009 (when everyone was running away)
- Entered the industry by building WeSellHomes2Fix
- Built a property management company (sold in 2015)
- Partnered with Hard Money Bankers in Philadelphia
- Underwrites loans in Eastern Pennsylvania and South Jersey
4:16
Hard Money Bankers is an asset-driven private lending operation that deploys $30MM-$40MM/year.
5:48
Ian used variations of the same marketing model for all three companies. Mainly Backyard Marketing (getting in touch with the local market).
6:13
Ian’s Marketing Strategy:- Identifies the client by performing a basic public records search
- Measures the easiest and most cost-effective method to get in touch with them on a mass scale
- Sends mailers
- Maintains a large Social media presence
"Social media is a huge portion of the future of all marketing and will continue to grow over the next 20 years."- Ian
8:04
Keys to Effectively Using Mailers:- Include your name, cell phone number, and email on a postcard
- Be consistent
- Timing meets problem at the right moment
- Spread your budget out over a three-month campaign (minimum)
"Just because they don't call you that second doesn't mean they don't hold on to it, so consistency is huge."-IW
12:23
Mailers are effective because they reintroduce the human aspect of your brand (authenticity).
12:43
"There's no magic. You just have to adapt with your marketing. You have to know who your competition is and know what you're up against."-IW
12:55
Mailer Calls to Action:- A phone call
- Gmail email address (to keep it casual)
15:10
Ian’s Offline/Online Social Media Strategy:- Networking: Sends opt-in newsletter emails to addresses listed on business cards from networking events
- Video: Consistently releases new videos (five days a week) containing valuable content appealing to his market. Is interviewed by others in the same marketplace in order to reach different audiences.
“If you do one video, it's the same as doing one mailer. It does not do anything."-IW
21:10
"Nobody starts a business because it's the easy thing to do. You've already taken some huge risks and huge gambles. Getting in front of a camera and making a quick video is nothing compared to the things you've already done in your business.” - AE
21:29
Cornerstones of Hard Money’s Social Media Strategy:22:41
Facebook Ads"You either embrace technology or fight it — but if you fight it, you've got about a 5-year window until you become obsolete."-IW
"If you have a couple extra bucks go ahead and find the right person or company to engage with to optimize your social marketing like Facebook Ads."-IW
25:23
The Future of Ian’s Marketing- Putting on offline high-end networking events
- Webcasts
- Continue to enhance social media presence
26:12
Ian’s Advice for Business Growth:Establish a r...
Previous Episode
How To Create A Digital Marketing Strategy - #054
Ever wondered why so many other businesses seem to get great results using practically any marketing tool or tip? It’s because failing or succeeding has little to do with gadgets and everything to do with a well-planned digital marketing strategy.
In this episode, Adam explains why it’s so important to have a strategy, the reasons why marketing fails to deliver results for many small business owners and entrepreneurs, and how to create the perfect digital marketing strategy to set your business up for success.
Episode Discussions:- Jay Abraham and the Strategy of Preeminence
- Why so many marketing tools don’t result in good ROI (Return on Investment)
- Secrets to making your online marketing strategy effective
- Why marketing without a strategy is a gamble
- Where entrepreneurs and business owners struggle the most in their marketing
- The mindset that attracts more customers, revenue, and market share
- Tools and tips to clearly identify your target market (for free)
- How to connect with your ideal customer and make them feel valued
- Accomplish these two things before choosing your media option
- The key to getting better results from your marketing for less time, effort, and money
3:54
Mindset - How you approach your marketing and business- Your goal is to aim to be the best in your market in at least one area.
- Become your customers most trusted advisor and go-to source for information.
- Results in more customers, revenue, and market share
- Aim to make your marketing valuable in and of itself.
- Those who don’t buy should still walk away with value from your marketing and a good feeling about you and your company.
4:55
Clearly identify your target market and ideal customer- Paint a clear picture of your ideal target market.
- Listen to episode #2 for tips on creating your customer avatar.
- Better understanding your market makes them feel understood.
- Include detailed demographics, geographic details, and psychographic variables.
- Listen to episode #3 for tips on free customer market research.
“The reality is, the better you describe exactly who you're trying to serve, the more effective all of your future marketing efforts will be."
5:58
Message- Make your ideal customer feel heard, valued, and cared for.
- Marketing is less about you and more about how to connect with your customers.
- Uncover and solve their pressing pains and problems.
- Demonstrate how your business is best positioned to solve their problems.
6:32
Choose the right media option- Shouldn't be done until after you've identified your market and clarified your message.
- Choose the 1-3 tools that will have the greatest impact.
- Will provide the greatest ROI and effectiveness.
- Listen to episode #6 for secrets to an effective online marketing strategy
- Focus on the channels your customers are most active on.
- Provides better results for less time, effort, and money
7:56
Episode takeaways & wrap-upTaken action or advice from the podcast that earned great results? Email Adam your Modern Marketing success story: [email protected]
Mentioned in this episode:- Episode #2 - The Customer Avatar
- Episode #3 – Free Customer Market Research
- Episode #6 – Secrets to an Effective Online Marketing Strategy
Click here to subscribe via iTunes
Next Episode
Success, Head Trash, and Mentors w/ Noah St. John | #056
Noah St. John is a self-proclaimed self-help nerd who’s transformed lives and businesses by helping people get rid of the head trash that kept them from achieving their business goals. As a result, Noah’s clients added over half a billion dollars in sales just over the last few years.
In this episode, Noah shares life-changing tips from his new book, Get Rid of Your Head Trash About Money: How to Avoid the 3 Big Money Mistakes Even Smart People Make, and gives insight into overcoming mental obstacles that keep entrepreneurs from making money and living the life they’re capable of living.
Episode Discussions:- Three simple elements that make a business work
- Money/Passion myth: Why following your passion won’t always lead to success
- 3 major mistakes that are holding you back from making more money
- The dangers of being an info-junkie and how to recover
- The biggest lie in the industry according to Noah
- An easy way to learn and start a business when you're broke
- The 5 main systems of support to install for greater success
- Identifying the excuses you make that are keeping you stuck
- The red flags of a self-fulfilling prophecy
- Introspection: Is your ladder of success leaning against the right wall?
- Why you don't want someone who’s ‘a natural’ as a mentor
- The most valuable thing Adams ever done that grew his business
- What qualities to look for in a mentor and what to avoid
- If you could have any superpower...choose simplification
2:51
Noah’s Story:-Started Successclinic.com in 1997 in a college dorm room with $800 and a book on how to do HTML.
-Now has students in over 120 countries
-Published 14 books in 12 different languages
-Only author in history that's been published by Hay House, HarperCollins, Mindvalley, Nightingale-Conant, Chicken Soup for the Soul Publisher
7:34
The worst advice in this industry is do what you love and the money will follow. That is the biggest lie out there."-NSJ
9:07
Three elements that make a business work:Passion, skill, and market demand.
Understand who you are but find a way to package and position it that adds value to other human beings and that the market is willing to pay you for.
9:55
Noah’s seen people spend tens of thousands of dollars going to gurus and experts but still remained stuck.
12:24
3 big mistakes that are holding you back from making more money:- Not getting rid of your head trash about money.
Head trash is that guy saying "I can't do it because..."
Identify what your head trash is and notice how it's affecting you.
- Not Having a Mentor – Someone who can show you how to get where you want to go.
Find someone who is where you want to be and can show you how to get there.
Look for someone system driven, not personality driven.
There are levels of mentorship. Start slow and simple.
To connect with your mentor, send a tweet, post on their Facebook wall, send them an email.
"[Self-marketers] are naturals. That means they're unconsciously competent at allowing themselves to succeed. That means they can't really break down what they did and we can't replicate it."-NSJ
- Gathering too much information without giving yourself permission to succeed.
Gathering information is addictive and it feels like you're being productive.
Consuming info doesn't actually add any value.
Overwhelm is an excuse. It means you don't have the right systems in place. This is something you can control.
If you're drowning in information without implementation, you're going nowhere and it doesn't make you money.
Take in less information and do more implementation.
"We don't live in the information age, we live in the information overload age."-NSJ
21:25
"I would spend hours a day studying, reading books, taking notes and my business was flat. And finally, it was almost a breaking point...I know more than I need to know and I'm doing nothing with it. And I stopped and things just took off."-AE
22:01
Install the 5 main systems of support:- People - Who are you listening to in your life? Wean yourself off the surrounding naysayers and get better people, like a mentor.
- Activities - What are you doing with the days of your life? Are you consuming or producing?
- Environment - Clean the clutter from your inner game and outer game. Your inner game: Beliefs, values, decisions.
- Introspection - Are you taking time every day to make sure your ladder of success is leaning against the right wall? Many are climbing the ladder of success that they don't want anymore.
- Simplify - Simplify your life, streamline your business. It's a superpower.
If you like this episode you’ll love
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