This episode details the strategic development of a premium postcard campaign for Louisiana subdivide parcels, using AI feedback for design refinement and sophisticated list targeting including recent acreage buyers, high-equity homeowners in hotspot suburbs, and rural builders. The campaign positions executive estates in the #1-ranked Louisiana school district rather than desperate-seller messaging.
Key Takeaways:
- Recent 5-20 acre buyers within three years deserve 60% of mailer budget Demonstrated acreage preference plus price-point qualification make this the highest-converting segment for premium wooded homesites.
- Four to five design iterations with AI feedback ensure maximum ROI ChatGPT provides expert marketing critique before finalizing; 80% of suggestions apply while 20% require business judgment for specific positioning.
- High-equity homeowners in MLS hotspot zones enable HELOC-funded purchases Sorting by equity in suburbs showing repeated listing clicks identifies qualified prospects without precise IP tracking.
The full episode walks through complete list prep methodology and explains why premium positioning beats discount messaging for high-value inventory.
(Podcast transcript below)
Welcome to Get Serious, excited to be jumping into another episode today. I’m going to be focusing on a newer or at least an adaptive strategy for physical mailers to stir up potential buyers for this Louisiana property that we are working on. Before I get into that, just I’ll save it for another episode, the longer deep dive, but I haven’t worked
through the user flow on the land price or AI tool and the comp search piece. You know, still some bugs to sort out here, which we are readily addressing, but I just couldn’t be more excited. Like it is pulling up, you know, the correct comps and price weighting for property that we actually just funded. So, you know, I’m able to reverse engineer.
precisely what should have happened during the process and it is working super smoothly. Like I can’t wait to deliver further on this product. So I just wanted to shout out what’s going on there, but more to report and now back to our full episode about these buyer mailers. So you’ve heard me talk a lot about this larger
Louisiana subdivide bit over, you know, roughly 32 acre property split into three child parcels a whole bunch of value add-on beautiful home sites driveways installed It’s the best best available land in the parish Market has been slow. I I could do a whole bunch of other Reporting on this starting to open up a bit more. still feel very confident about our properties and we have so much equity
and margin still built, you know, into them and, know, just got a recent inquiry earlier this week from a prospective buyer that’s supposed to go visit. we’ll see how that pans out. But, yeah, this is still a number one priority for our business. So like every day it’s like, okay, what else can we do to encourage the Dispo side on this particular property?
So we went back and forth with the broker. You know, I have extensive conversations with him, exploring could we potentially cold call or text, you know, neighbors or other landowners in the area. He was kind of lukewarm at best on that, just, I guess, culturally down there. And, you know, again, we have a very premium parcel, so it’s like, we don’t want to come off as…
Desperate selling it so it’s like a fine line to walk But he was indicating okay. He thinks that a properly positioned Mailer could work well of like hey showing how beautiful these properties are From the photos and Just like hey, these are executive estates You know premium wooded home sites like one of these properties. We think the flag lot is like the best property in the entire
parish, know, at least still vacant land parcel. Plus, you know, it’s in the number one ranked school district in all of Louisiana. Like there’s just a lot going for that area. And so we initially asked our well, no, we put together the initial flyers here, which were
they were going to be one pagers and they were a little text heavy and we tried to utilize Chachi PT to set something up for us based on my conversation with the broker, send it back over to him. He’s like, yeah, I think that’s a bit text heavy. And he sent over, you know, based on some work on Canva postcard strategy instead is like, Hey, let’s try to really make sure the photos pop here. Do a postcard double-sided instead. So he sent over his version and
Um, you know, pretty much all before confirming anything nowadays, like we’ll, we’ll try to ask AI like, Hey, can you kind of tear this apart and let us know? Um, you know, you’re like a marketing expert, et cetera, et cetera, you know, to set all the various context. you help, um, orient us before we finalize? And like, this is again, like a, we’re not in a crazy.
rush here to get it. Like it’s already taken a while to sell these properties, but we want top dollar for them. So if we are going to spend extra money, we’re, you know, tight on budget from what we raised for this property. So it’s like, well, let’s make sure this is super, super targeted and as high quality as possible. so that we’re not, you know, wasting any of our time or dollars on, this particular strategy here. So
Like, let’s really, really put in the time and get extra eyeballs on this postcard to ensure that we are locked and loaded for best possible mailer. And so we got all this feedback from AI. I think, yeah, we used CHETCHY-PETE for this. And very, very helpful. There were a couple things I just disagreed with.
based on, um, you know, I guess kind of our preference, uh, but like the vast majority of like, you should kind of, like Chetjubydi has access to a lot of kind of the best marketing techniques out there, but you also have to use some of your own judgments. We probably took, took in roughly 80 % of what it suggested. And I was working with our ops manager going back and forth and I had a lot of eyeballs on this. So like this was, uh, again, like, um,
You can’t be afraid to get your hands dirty as a business owner like no task is beneath you Particularly when it’s you know, the overall project is like the number one priority for the business So yeah, if I need to look over some key bullet points and you know reviewing edits on Postcard that could potentially bring us, you know a buyer for 500 grand roughly
for one of these parcels, like yeah, that’s worth my time. So I was pouring over this routinely, like, okay, yeah, I think some of this copy should be adjusted here, like have better citations here. You we had a QR code for the property about, which is like really nicely well done though. Broker set this up, I mean, because it’s three separate child parcels. So he has a QR code that goes to just a dropdown list of.
the three child parcels directly and then the user can click on each one. Plus we set up a short URL, so with a vanity slug on it, so people could just type it in directly. We had some other edits here. We had an inset of Google Maps showing how far it was from the nearest city.
we included, it’s outside the FEMA flood plain, thoughtful covenants on this, safety and convenience, like, okay, where is it in relation to grocery or the schools, who is actually ranking it the number one school district in Louisiana? that’s per Louisiana Department of Education. That’s as authoritative as it gets. And again, really positioning it as, you
premium wooded homesite, we’re not saying, hey, this is price to sell or anything like this. It’s just like quality, quality, quality. then mentioning each of the three lots that are available and including the best one, we’re like, Hey, this is the best parcel of land in this parish. Like hands down, see it to believe it. Like come out, like just, just take a look. and we did include the pricing at a
per acre level instead of just the raw prices. Cause you know, people can do the math. It’s 10, 11.5 acres total. you know, starting at 35 K per acre, they can do, okay, that’s going to be roughly 350 K, but I would rather anchor lower to let people do that math and, hopefully encourage other folks just to assess the quality on their own. And also saying, yeah, you can combine parcels for family compound. You could get different pricing for that.
And it just has all the contact info for our brokerage and their phone number and then on the other side of the postcard we had four different images including a primary like hero image of a full aerial covering all three parcels and then the other Parcels all have close closer up ground level photos accounting for their driveways and the home site like really beautiful shots
And then, know, just kind of the QR code again and some other base info on that side. So we spent, we probably did four, maybe five iterations before I was like, okay, I’m satisfied on how this postcard looks here. Again, like really making sure before we spend money on this, as we might only have one shot with, with some of these possible leads here, like let’s put our best foot forward, you know, slow market. have to be better than anybody else.
Um, so we spent a lot of time on that. And then as far as the list prep was going, um, you know, so our broker, through his list track MLS, he was able to provide kind of hotspot areas of people who were, you know, areas of the state of the country that were more routinely clicking on the listing, um, and some areas that were
like tracking a bit more even over like a a month long time span or like, did they click on this area, you know, a month ago and then potentially just a week ago. So it’s unclear whether it could be the same people because you can’t, you can’t track the IPs or anything. It’s just like, you know, it presents a map and then it shows, you know, a little hotspot, like, you know, red, orange, yellow, green, et cetera.
So it’s not that granular. Like you can’t just pick out precisely who was this household that actually looked at the property. so, you know, initially I presented this to our ops manager. It’s like, okay, you know, figure out where these areas are, like try to get as granular as possible and then see, we like lasso whoever the owners are in the area to select and mail out to. But you know, most of those hotspots, you know, somewhere within cities like New Orleans and stuff, and like they were in deeper.
infill lot areas where you know even within that hot spot that shows up like that could have represented you know 100 I think my ops manager was even saying like it was like you know close to a thousand plus households that could theoretically have been the ones clicking on the link so even if it was like just one person clicking I mean you risk you know first a lot of mailer expense for folks who might not be qualified leads for the property so I guess just not the best
the best route, I wish we could be a lot more granular with it. Or if you just had an infinite budget, yeah, you could just like spray and pray in that hotspot area and hope you find that right person to bring them back to call in. But we had to be more strategic. yeah, I don’t want to spend more than like a thousand bucks at the moment of additional marketing spend on this. And so we went back to ChatGPT and like, okay,
let’s use ChatGPT like figure out, okay, we use DataTree, you know, some of these other services to figure out who the best possible buyers are. Like let’s create a prompt and figure out what it would suggest for best buyer profiles locally, even outside of those hotspots. But we also did include, hey, here are the hotspots that are available. How would we select for this? And here’s our budget as well. And ChatGPT 5 like,
I know some people have had some issues with it. Overall, I’ve been pretty impressed with just their own us of the answers there because it just gave like priority tiers of, where, know, who to send to. it’s like, okay, recent acreage buyers of like, you know, five to 20 acres over the last three years, like that’s really good. you know, are some of those one-off buyers possibly, but, if they’ve bought recent acreage and we have like the best stuff on the market, you know, could be.
Really interesting and plus they probably would be maybe close to the price point that we’re selling at and then you know for the nearest neighbors You know around like, you know two miles of property there With you know, similar acreage go ahead and try them. You know, we have a lot of directional signs local presence in the area, but You know, it’s worth just kind of getting that
potential interest up like, hey, FYI, we have like a really solid property here. And then also active rural builders, custom home, GCs, land friendly agents. So they were like, okay, you could devote some of your budget there. And that first one, like the recent acreage, where I was like, okay, use like 60 % of your budget for that, 20 % for the nearest neighbors, 10 % for the rural builders, and then like 10%.
for high equity homeowners in the hot zone suburbs, which, yeah, that’s pretty interesting. The fact that you could actually, yeah, sort by high equity, yeah, in those neighborhoods. So that is a way to target those hotspots and, folks who might have, you HELOC potentially.
utilize or you know, they’ve limited amount of Mortgage left potentially or some yeah, basically equity built up into their homes. They could sell it reliably for an exit if they want to go up acreage like what’s kind of mentioning and then it just It mentioned, know the full exact step-by-step for data tree. Here’s exactly how you pull those Particular potential buyer pools
you know, how to sort them and everything. And so it’s like, yeah, this is really, really solid. and then, you know, after my ops manager, he scrubbed all the lists and everything. So I think we ended up at like roughly 500. Some of these people had, you know, PO boxes that click to mail wasn’t able to send to you, but it was minority. lot of those addresses were broken potentially. and, so that, that was the route that,
We decided to go on for this strategy and are like, OK, there could be some that aren’t quite fitting within there. So we could kind of have a secondary list that like maybe we do get some response from this mailer. Let’s see if we get some calls, maybe some site visits, you know, maybe even a buyer for one or two of the properties. And then we could consider expanding out our mailer based on this first one. Plus for like the highest priority folks, I don’t know, like the
you know, biggest acreage owners, maybe, you know, 10 % of that list. We could also skip trace directly and then call and text those folks individually to see, you know, again, not in from a desperation perspective, but like, Hey, maybe you haven’t seen some of the best land, if not the best land in this entire parish, just wanted to make you aware, um, to target those people from an additional multi-touch perspective. So, um,
That is how we are approaching this. You we’re about to mail it out. So I’ll be able to report on it shortly here. I’ve went over the plan with our broker and like, yeah, this sounds really solid. He’s going to be sending over more data for us to work with as well too. but just wanted to share this with you all again, like this is, this is the extra elbow. It’s like we spent a, we put in, you know, a lot of time into this very specific strategy just over this last week, like a lot of hours were poured into this.
because again, it’s just like top priority within our business. you know, sometimes in these difficult markets, like you have to go the extra mile to land these sales. And are you just going to sit on your hands and just wait or, you know, be creative and like, okay, what are we really pulling every last lover to, you know, find a buyer here as you find one buyer, like your whole outlook changes. So that was the whole intention behind that. Hopefully this is helpful.
For your own usage and I’ll probably write about this in the newsletter. I think it’s really good Good topic good good tactical updates So with all that in mind Seriousland.capital for any of your funding needs again 50k minimum purchase price deals Land Daily Diligence Facebook group zero cost review of your land deals. It is reviewed a larger subdivide Yesterday on that and got really great feedback from person who sent it. He’s one of the bigger
subdivide operators in the industry. And, you know, it’s always great to hear that, that our feedback is being highly valued. I’m always trying to get better at this skill. And then Landpricer.AI, which I just mentioned at the top, we are chugging right along here. Product is looking great. Expecting the launch end of September.
So subscribe and share, take care everybody, talk to you soon. Bye.
