Ian Walsh on Consistency, Direct Mail, and Facebook Ads - #055

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: Facebook
LinkedIn

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 routine that starts with your morning. Stick to it.
Do it every day. If you start to succeed, your mind will gear up
to put that routine in place.


"Consistency and persistence in your personal life from the
second you wake up to the second you go to bed."-IW
Connect with Ian:

Facebook

com

com

Email: Ian@hardmoneybankers.com

  Adam’s recommended books on routine:

The Miracle Morning

The 80/20 Principle



 


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