We used different names and different phone numbers so we could track our callbacks and see what was working and what was not.
I’m a marketer.
That means, for me anyway, I create different kinds of mail pieces to send to people in foreclosure.
My goal is to get them to pick up the phone and call. Every now and then, they do.
I never know, really, if the piece works until it’s in the mail. Some of my very best ideas (at least I thought they were) proved to be terrible, with dismal results.
And some I thought only average turned out to be spectacular, getting far more calls than expected.
So how do we know what works and what doesn’t?
again with the scam thing?
How does your office describe this testing method?
. . . some solicitations use fictitious names and give the appearance they are coming from a person other than defendant.— Amended Complaint, June 21, 2007
I call BULLSHIT.
There is nothing sinister in what we do.
Any reasonable person looking at our activities would agree, and yet your office takes test marketing, standard in virtually every industry, and turns it into something diabolical.
Last year we sent thousands and thousands of postcards. We used different names and different phone numbers so we could track our callbacks and see what was working and what was not.
All callbacks went to the same call center and all calls were returned by my staff. There was no confusion with any seller and no intent to deceive anyone.
Certainly, no one actually believed Bobo the world’s only real estate buying chimp would be returning their phone calls.
That was one postcard we tested in the bunch.
How’d it work out?
Not so hot, but than again, who’d call a chimp to save their home? Or, the better question, who’d call someone who sent a postcard featuring a chimp to save their home?
I decided to find out and so I tested.
You may recall I also tested “Does Your Property Suck” and “The Problem Property Guy,” the other two postcards to which you’re referring.
And now we know a little more about what works.
Here’s one I’m playing around with now (click picture) . . .
It’s a little silly and not really refined at the moment, but it’s a start and it’ll be interesting to see if people respond.
I hope so.
three faces of Eve
No one postcard or marketing campaign can pull off what three good postcards and three separate marketing campaign can.
So, beyond simply testing, we create and send marketing pieces with different looks and different styles in hopes one of them hits home.
Some people like an approach that’s strictly business. Others respond to fun stuff like Bobo. And some react best when you’ve told a long story (and others, a short, one line story).
That’s we why create and send a wide range of marketing pieces.
And that’s why it’s not a scam.
Once again, Rob, your office has connected the dots and done so in their usual and extraordinarly inaccurate manner.
But I’m used to that by now.
In the meantime, I will give you this . . . Bobo is a ficticious name (but please don’t tell him because I guarantee, he’ll throw poop).
That much you got right.
The rest of it?
Complete and total BOBOSHIT.