There’s always a chance that I could be wrong, but I am not sure that a carpet-bombing approach via postcard is the best way to find these kinds of deals.
You’re looking for people who are new to their mortgage, so presumably you are interested in deals where people have little or no equity and who would be willing to deed the house to you in exchange for your taking over payments.
I would think that the only people who would be interested in such a deal are those who are already past due. (Of course, this leaves out the possibility that there are people who would sell their house, but they don’t have enough equity to pay a Realtor…) What percentage of people in your area are past due enough where they would do this? I’m guessing it’s 1% tops.
If you send out between 6,000 and 9,000 postcards, that will cost you about $3,000 to $4,500, more or less (I’m just using 50 cents apiece as a nice round number).
So, assuming that there are only 15 people in the 1,500 who meet your criteria, let’s say that one-third of them call in and you are able close about half. That’s two or three deals. Does a cost per deal of $1,000 to $2,250 meet your criteria for getting subject-to deals?
Anyway, in answer to your question, I would definitely change the content somewhat while being consistent with your branding. You want to capture the best of both worlds…the recollection factor that makes people think, “I’ve seen this before…these guys must be legit,” but you also want to try different elements with each mailing that might register better with the recipient.
For example, some people will toss postcards into the garbage without ever looking at them. Some people will read a short letter, but not a long one. Some people respond best to long letters. And so on…
No matter which route you go, though, I think you’d be wasting your money by sending the identical postcard time after time to the same people. This stems from my years in direct marketing, although I am always interested to hear what others have experienced as it relates directly to real estate.