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

Modern Marketing Podcast

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:

1. Facebook
2. 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: [e-mail]

Adam’s recommended books on routine:

• The Miracle Morning
• The 80/20 Principle

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