Klesitz Direct

Pay-Per-Call Direct Mail Marketing Agency

Now accepting our founding clients

• Join Our Monthly Client Mastermind

• Watch past mastermind recordings

Dear friend,You're on this page since you’re a client, past client, a friend in the real estate industry - or maybe you saw a post I wrote online or you were referred here by someone you trust.I wanted to let you know I started a new business mailing personal, authentic cold letters to homeowners to generate phone calls from those thinking about selling their home.I buy your likely seller list, write your letter, mail it, and track it.We get roughly 25 unique inbound calls/texts for each 2,500 weekly drop (1% response), depending on the time of year. It takes about 25 calls to get a closed deal.You will enjoy the highest quality targeted, inbound, branded, immediate, exclusive, scaleable, repeatable, noncontractual, and risk-mitigated permission-based seller leads from a cold list you can buy in the residential real estate industry that you fully control.It’s all tracked in my Call Rail account and held accountable.

Featured Clients

Please contact me using the form at the bottom of this page for a phone consultation if you’re interested in doing the same. I'll share my detailed plan with you that's taken my entire career to figure out.We'll discuss how to build your likely seller list (deep expertise here), the ideal mailing list size (it’s large), the frequency of delivery (quarterly), the messaging (to just call you), projected expenses, customer acquisition cost estimates, and more.If you'd like me to run it, I charge only for results—$25 per unique call. No monthly fees, no hidden markups. I can run it all through my current CallRail account at no extra charge, but if you prefer your own account where I can still access it, it's $45 a month billed directly to you per their pricing. It's then a $2,500 retainer upfront to hire me and I bill the calls against it each month. You get a monthly report of all unique calls generated directly from the letter to the trackable number. You'll sign a licensing agreement to keep the letter private and you'll be the only person in your market I work with. This is your durable competitive advantage. I can likely mail your first letters within two weeks from the date we engage. I'll buy your mailing list, format it, write your letter, and order your first mail drop.You pay the mailing list cost, printing, and postage directly. It’s $0.90 a letter mailed first class pre-sort with a real stamp and 3 cents a name upfront for the likely seller list. We use a trusted discount mail house. I also have access to the same behavior marketing lists the hedge funds use to target people who may need to sell. You would be my only client in your chosen high-turnover postal codes (or county).I’ve been writing seller lead generation copy for 15 years now. I think this is the next best application of my skill. There’s a gold rush away from the buyer side to the listing side - millions of dollars of buyer lead generation will move to seller lead generation.Digital marketing for sellers is saturated….the physical, real-world mailbox is wide open for you. It just gets noticed, especially personal-looking mail, which is my style.Your best prospects are Boomers over the age of 60. They still check their mail every day. Roughly 90% of it gets opened. Homes are still selling, too. Just a lot less. You have to reach, in my calculations, triple the number of homeowners now since the past decade to find someone who wants to sell and list with you. Direct mail is most efficient at a large scale because your costs generally go down as you reach more people.My direct mail letter system will give you a core pillar of sustainable, hands-off cold listing lead generation to your Haven’t Mets, while my first company Vyral Marketing is for your warm Mets. If you can get through the first six-month cash conversion cycle (the time you write your first check to when deals start closing, and the money from those closings buys more letters in perpetuity), you'll own an ATM of self-financed seller lead generation. This is the tip of the spear toward financial independence - a way to consistently generate leads that's not people-dependent or tied to your time at a profitable Customer Acquisition Cost that's consistent, duplicatable, and can scale up immediately to mailing all 82 million single-family homes in the USA from a lounge chair.Personally, mailing letters is how I purchased 213 single-family rentals for my retirement (yes, with several equity partners, I don't own them all myself) since 2019 in five Midwest markets.We mailed 50,000 a month with a team of 6 appointment setters scheduling homeowner meetings. I only needed one person in each market to attend appointments and close deals.I’ve spent over a hundred thousand dollars of my own money on mail. We got our best leads mailing very targeted, personalized letters to every homeowner in the city at our ideal price point with the criteria I pick for the list. (www.katyandfrank.com).I cut everything else and put all my money into it. It outperformed every other cold source on Customer Acquisition Cost when I wanted a response now. I just needed to stay focused on cash management (this is a BIG deal) and productive management of our people.We set all the appointments for our salespeople and paid them a very profitable (to us) flat fee per sale. This gave us full control of the business, and our salespeople on the ground got consistent income without risk and rejection.In contrast, the appointments from VA cold calls/texts were relatively weak and reached only 10% of the list (and litigious at scale), traditional media or YouTube discovery took years to build brand equity, getting 1099 agents to prospect daily is emotionally exhausting, and seller leads from paid search and lead providers were too competitive and inconsistent in my markets to drive higher appointment volumes.If you are curious about my letter plan, let me know. We can schedule a call to size your market and run a 10,000-letter test mailing. There will be about 400 people who will sell their home in that list in the next 12 months. I conservatively estimate a 4% turnover rate based on roughly 82 million existing single-family homes in the USA with about 4 million selling a year now in our new higher interest rate environment (this is down from about 6 million selling a year over the past decade). These are the best markets to mail in. You should get about 100 unique calls (or less) and 3-4 good potential deals from those calls. If you hit that on the first test run, we continue. We can now also use a less expensive postage rate once I'm sure there's a message to market match.If we don't - or the calls are weak - we stop and I refund any unused amount on your retainer. These are direct-response letters, not branded postcards or magazines, so you should, based on past results, get an immediate response spike.While not required, we do like to reference existing brand equity from any radio/TV/billboards, and if you bought celebrity endorsements, we can narrow the list to your most responsive segments (for example, conservative GOP voters merged/purged with a homeowner list). If you want to work in a market with only a 2% turnover rate (think Los Angeles) you'll likely need to double the number of people you mail to put the statistical odds in your favor of your message reaching someone who will sell their home soon. While more expensive in these markets, the higher prices deals can still make the economics work.You're welcome to skip trace phone numbers and emails to append the mailing list or upload it to an advertising service for OTT digital ads, but in my experience, you're better off skipping that hassle and just mailing more letters if you have additional money and energy after maximizing your in-house database.You are also welcome to listen to some of the warm phone calls coming in (and how the clients handle them) to see the quality of conversations you’re buying from personal letters. I’ll play a few for you in my CallRail account. The letters I write are private, strictly confidential and never to be shared. Do not ask the clients for copies of their letters.Here are some examples of the calls (edited for privacy) that unfortunately went to voicemail, but it will give you an idea of the potential lead quality when someone responds to your real, authentic letter. It's homeowners just picking up the phone and calling you like we all did back in the old days. Why did we get away from this?

Example Phone Calls

Hi, my name is Vicky. I received a letter asking if I was thinking about selling my house. I'm in Jamestown. And I am. If you can give me a call, let me know what the process is. My name is Vicky (censored) and my phone number is (censored). Thank you. Bye.

"Hey Jason, it's Laurie. I got a letter from you in the mail. It was quite funny because it kind of acted like you know me. But anyway, in it you mention about someone being interested in my home. Rob and I have talked about downsizing a little bit. So, I'm kind of curious as to what this is. If you could give me a call back, I would appreciate it. Again, it's Laurie (censored) and my number is (censored). Thanks."

Hi, Mr. Bramblett, my name is Patrick and I got a letter in the mail about selling our house here in Brookberry. I was just calling back. It gives me your number and says to call me back to sell your house basically, so I'm just calling you back. If you can call or text me if you get this, my number is (censored). Thanks, bye, bye.

"Hey Jason, this is Kay here, I handle all the estate affairs for my dad who lives at (censored). He received one of your letters and he is getting ready to move house because he has already purchased a new one. So just want to know if you could give me a call so I can talk through some of the things in your letter. My number is (censored) and again my name is Kay. Thank you so much!"

"Hi, Jason. This is Deborah (censored), you sent me a letter about possibly being interested in selling my home. I was just calling to talk to you about that. It's (censored) in Kernersville. If you want to call me back (censored). Talk to you soon. Bye-bye."

"Hello? Good morning. This is Karina (censored) and we live with my husband Chris on (censored) Road in Kernersville. Yesterday we got your letter and would like to see what you tell us. So can you please give us a call at 336-(censored). Again, 336-(censored). Karina (censored). Thank you."

PRO TIP: Just play your call recordings on your agent recruiting appointments. It's the easiest way to get people working for you.You'll convert these leads with a 2-step appointment system. The first appointment is property/needs research, the second is a presentation of all the seller's options. You can use your brokerage’s solution for cash offers, your own cash/credit line, your own internal pre-approved VIP buyer list, or companies like Homeward, Opendoor, Offerpad, EasyStreetOffers, ExpressOffers, HomeLight, etc. The reality is what we're talking about is much more than just mailing letters, it's an entire business model.NOTE: My letters do not work in all markets. We got very few calls mailing into San Bernardino, Salt Lake City, and Tempe. I will tell you what markets have bombed, and what ones struck gold. I have my suspicions as to why. This is costly first-hand insight I can share to avoid mistakes. The gist is you want to target English speaking middle-America in affordable markets, vote conservative, and earn the median income in high turn over zip codes. Your target demographic watches the commercials on evening broadcast television (ABC, CBS, NBC).While direct mail can work in any market, here are the best markets where the odds are in your favor for higher response.I also recommend we mail all the single-family homeowners in high turnover zip codes who have lived in their homes for 10+ years with a home valued at 25% below the median up to double the median price - including all the distressed and behaviorally likely to sell homes no matter what their price point or length of ownership time. I do leave out luxury since that's a different beast, and you may hurt your brand with cash offer messaging to multi-million dollar homes.We'll also include all your typical investor-type distressed homeowners like:- 30+ Days On-Market Listings (non-licensed investors only)
- Pre-foreclosure Filings
- Public Auctions
- Failed Listings (old expireds)
- For Sale By Owners
- Foreclosed & Bank Owned
- Vacant Properties
- Tax Liens
- HOA & Mechanic’s Liens
- Tired Landlords (expiring leases)
- Bankruptcy Filings
- Divorce Filings
- Pre-Probate (deceased)
- Zombie Properties
- Incarcerated Homeowners
- Low Economic Stability Indicator (ESI)
- Out of State Homeowners

The Best Markets for Seller Lead Generation Letters

The #1 most important factor in any market, however, is the turn over rate. That's how many homes are selling (say, over the past 12 months) as a percentage of the entire single-family housing stock. Again, par for the course in the markets I want to target is about 4%, meaning 4 out of 100 homes sold in the past 12 months. If you enjoy pain, mail into markets where the turnover rate is below 4%, like Orange County, CA (below). You'll need to take more risk and mail more letters in these markets to reach the same number of potential sellers as a client mailing in normal America, but you are likely rewarded with a higher sales price - so you can afford to spend a lot more money on your customer acquisition cost to get a listing/deal.

Also, sending these leads to buyers agents (or to be honest anyone other than yourself to start) is a surefire way to hurt your results. These will be your best leads after your warm database. They deserve your senior attention before going to juniors on your team. Remember, they are a bit more skeptical since they are responding to a personal letter in their mailbox from a stranger, but they still want to talk about selling their house.If you can afford to spend $2,000 - $3,000 to get a listing or wholesale/flip deal with your business model, and you have the cash savings to get this going where closed deals buy more letters (this takes about 6 months), the economics of my plan will likely pencil out very nicely for you.I would like you to hire me to take responsibility for your cold direct mail program on a Pay-Per-Call performance model. If your phone does not ring, you don’t pay me.Our ideal client can spend $100,000 a year to earn $500,000 in extra revenue, or other words, spend 20% of gross sales on marketing for listing appointments, spend 20% of your commission to get it, or pay yourself back a 20% referral fee at closing.That's how to think about a 5x ROI on advertising spend.Let me also tell you who I will not work with. This is an ethics issue. First, you must be ready to lose $9,000 on your first mailing for any reason. It must not affect your life, your kids, your family, or your future to lose this kind of money. I'm asking you to take $9,000 to a Vegas casino and place it on a Roulette spin with odds in your favor, but not guaranteed. Prepare for the worst, and expect the best. If it doesn't work, lick your wounds and move on - and rest assured knowing I'm not getting paid either. Second, let's now assume it actually does work. Be careful what you wish for. Your phone blows up. People are calling you to sell their house. But you won't see any closings from it in your first month. I will then ask you to drop another $9,000 (or less if we mail a cheap postage rate) on 10,000 more letters to keep it going. Your phone blows up again, but still no closings. You're getting stressed out. Then, I call you again, and it's time for another 10,000 letters. You will want to stop or "pause" because you haven't made a dime yet. Yes, it's raining seller leads on you, and you're going on appointments, and you're getting deals under contract - but still no closings. You're now 90 days in and likely $30,000 in the hole with mail costs and royalties. You get the picture. My point is it will take you six months of this to get to where everyone wants to be; where new closings finance your new advertising choice. This will take six months. You must have six months of capital to get through this "Cash Conversion Cycle". Keep in mind, the median amount of days on the market is slowly increasing and is higher than past years. This will be incredibly emotional and stressful and it's the worst part of starting any advertising campaign. I suggest you take $60k, put it in a separate bank account, and let me place the orders from that account. Emotionally distance yourself from $60k right now. Light it all on fire. This is a sunk cost and it's all in the past now. If you can get through the first six months of the CCC, it's business freedom on the other side. And it's beautiful.This will help you visualize how this may pan out. Every 2-3 months we'll help you write a report like this. We will go through every call and every lead in your CRM to write out the detailed pipeline of your current and projected financial return. Here is a real report from my client Jason Bramblett in Greensboro with his brief to his partners and peers about his results. This is how I pitched the results of my mail to my money partners to keep funding me as we bought up rental properties when bank lines of credit were at 4%. Notice how he's 60 days in and does not have a single closing, but that's expected. You must be prepared for this.And yes, Jason really said all this. I edited it for clarity (so it's in my voice). This report is real and I trust Jason he's honest in the report. The bottom line is he keeps buying letters. You are welcome to Google him and talk to him. These are his results with his talent, expertise, follow-up systems, and factoring in the nuances of his market. His results are not predictive of yours, rather it is the principles I want you to take away from sharing this report with you.EXAMPLE PIPELINE REPORT60 Day ROI Update - Jason Bramblett (Greensboro, NC)Here’s an update on my results. I mailed 20,000 letters over the past 60 days (2,500 a week). It cost $17,000 total in printing and postage. I need to show a 5x ROI on that to be happy. We have 4 deals pending already for $90k of expected commission, so we’re likely good there. I also met with 17 homeowners who I think are reasonably likely to sell for a total expected commission in the future of $337,299 (but we’ll discount that down 50% since those are not all going to close). I also show 45 people who asked for a callback about selling in the future, but I have not met with them in person. I won’t factor that into the projected ROI. I charge 4.5% on a listing and get 3% on a cash offer deal. We don’t have any closings yet of actual profits, but that’s coming. Over these next 90-120 days this thing will snowball like crazy. The only time I got immediate results like this was back in 2007 when I first started on the radio. I canceled my PPC. I'm thinking about going to 20,000 letters a month with that money. 4-5 of the houses we went to, the letter was sitting on the dining room table. This demographic, they keep this stuff. I’m placing my next 10,000 letter order now to mail 30,000 letters total in 90 days. I’m hiring a full-time person to answer the phones and set the appointments for my agents. The bottom line is, based on my numbers, I reasonably expect to earn $258,649 in the future commission from the first 20,000 letters (when the closings pan out) for a 15x conservatively projected ROI (3x what my ROI requirement is). This is excellent. It will also be more profitable for us since the agents will be on a lower split since I set their appointments. I’ll continue to keep you updated on bottom-line, verified numbers in the coming months as we work on this together.225 Total Calls170 Unique Calls (+ 15 outside the trackable number direct to our office that referenced the letter, or found me online and emailed me since they were suspicious of the letter, who called the office to make sure the letter was real)45 Qualified Calls (warm nurtures open to a conversation about selling in the future)17 Opportunities (hot nurtures I met with in person) - $337,299 of projected commission1. Wife passed away, wants to sell in fall, heard on the radio forever $13,500 commission
2. Wants $750k, only worth $625, unrealistic - $28,125 commission
3. Wants to talk 2025, the house might be commercial, 83 years old, wants to get rid - $12,475 commission
4. Rental property, won't sell w tenants, the lease is up in Nov - $16,424 commission
5. Ms. Parrish. Wants to wait for the election, Hannity person - $18,000 commission
6. Don S, 84, meeting again in October, $750k deal - $33,750 commission
7. Heidi, just got appraisal back, $550k, helping mom sell it - $24,750 commission
8. Jon L., Greensboro, $530k list price, downsizing - $23,850 commission
9. Albert, talk first of year, downsizing, asked for call back - $19,125 commission
10. Wait for election in Nov, wants to sell - don't want to list, cash offer - $13,875 commission (3%)
12. Pinehurst move, looking for a home, then will sell, $365k - $16,425 commission
13. Job relocation, if takes it, needs a fast sale, $275k, perfect for cash offer - $8,250 (3%) commission
14. Great property, $325k, would consider selling for right price $9, $9750 commission
15. Wants $750k for house, Rebecca, $100k overpriced, great area, low motivation, still possible - $29,250 commission
16. Jason, Chanel Court, $550k listing, priced right, realistic, downsizing - $24,750 commission
17. 7,000sq foot house, downsizing - sale $1 million home- $45,000 commission4 Pending Deals (under contract) - $90,000 of projected commissionProperty #1 - Moving to Japan - $24,075 commission
Property #2 - Already own a home, hoarders, Use Offerpad - $16,875 commission (3%)
Property #3 - Moving to Florida, traditional listing June 1st - $17,775 commission
Property #4 - $695k house, big house - traditional listing - $31,275 commission0 ClosingsNow, back to the plan here...If you’re on my email list, I’ll send you case studies of results from time to time in the future to stay in touch. With 100 clients we will mail 1 million letters a month. I will have deep insight to share.You are welcome to stop mailing anytime (it happens) - there are no contracts. However, if you want to pause the mailing system and hold off on spending money on mailing letters, I ask you pay a $15-a-day fee ($450 a month) billed against your pre-paid retainer to reserve your market. This way I can pay for my staffing costs when calls are not coming in. It will also reserve your market since this program is market-exclusive by county, or in larger markets, by zip codes.And on a side note, you'll get a lot of returned mail on this. The list we purchase at best is 90% accurate. This is advertising. No list is 100% accurate. This is just a part of the game. It's again why we need to mail a lot because the reality is any cold mailing list is not perfect. Just ignore the returned mail - throw it away. I don't want you or anyone inside the final mailing list messing around with it. The downside of moving a column or row off by accident in Google Sheets is catastrophe. It's not worth your time to step over dollars to pick up pennies.Also for what it’s worth….if you don’t have the money or the risk tolerance for a program like this, our clients desperately need high-quality listing agents who get deals done. Just about every team I talk to is going through an expensive and painful 1-2 year culture shift from calling buyer leads to aggressively going after the modern seller (mostly database, expireds/FSBOs, and hybrid farming). The 2010's of pre-NAR litigation and emergency interest rates were all about buyer-heavy teams for most of the industry. Now, teams are re-tooling for listings, reducing their Zillow tithe, and investing resources into building direct relationships with homeowners.These strong, listing-focused teams have the money and are taking the risk on this to hand you very high-quality seller leads, if not pre-scheduled listing appointments. You should call them and ask to work for them.Your split will be lower (likely 20/80) because they take your marketing risk. You just go on appointments and get the listing contract signed, making up for a lower split with more sales.“We book your appointments” is a very strong agent recruiting message. There are a lot of exceptional listing agents out there exhausted from the work of finding their own deals, and are happy to work at a discount to have that handled for them consistently.Case in point - I saw this every day driving home in Nashville…

Thanks for reading all this. If you tell a good story, it enters the conversation already going on in your prospect's head, it’s hyper-relevant, solves a pain point, and you write clearly with purpose - busy people will read “longer” writing. I will do the same for your mailing list. Longer copy like this generates higher quality inbound leads. That’s the power of words on a piece of paper. It’s salesmanship in print. I’ve spent my entire career on it.On an interesting note, the USPS lost just over $2 billion dollars just in the first quarter of this year! The taxpayer picks up the difference, so Congress with the approval of our president has given you a built-in vendor program with below-market postage rates. Not to mention, the price of stamps in real terms (adjusted for inflation against the price of gold) has been at near all-time lows since 1981. You also will never worry about a "do not mail list" because it's free to receive mail in the USA. Homeowners lease their boxes to the federal government. The post office has also been around since 1775 - before the telephone, TV, radio, internet, and social media. It's a media with the longest track record of results, and it's the least likely to be taken away from you. No one is going to sue you for mailing them a letter, the post office isn't going to open your mail and tell you it's a restricted category, Congress isn't going to ban it, there's zero spam filter, you don't have to worry about delivery issues (if you mail first class!), it's basically the same letter you mail over, and over, and over, and the results are immediate - calls come in the day the letter hits the mailbox. You can also start and stop anytime without contracts, and it's infinitely scaleable to everyone who has a mailbox in the postage system with just a few clicks and a few extra zeros. You can also include up to 3 pages in a first-class letter so you're not limited to 30 or 60 seconds to make your argument. It's also delivered perfectly every time without the need for daily script practice and therapy to overcome call reluctance. It's a pillar of lead generation you can build your existence around for retirement because - at this level of the game - it's more important to know what will never change, rather than what will. This letter system will serve you well into retirement because anyone can take it over and it's easy to delegate and track. And don't worry about competitors copying you. Even if they get your letter, they won't build the list right. And as sure as the sun rises, they will never keep their investment going (or even start) without a thinking partner like myself to guide them through the real emotional toll of taking advertising risk when there are very few people to look up to for social proof. We only work with one person per market. This advertising also hurts your ego because your peers don't see it - it feels better to do advertising you and your peers can see, it's just human. You just need money to get this going. I just skipped a few conferences and put the money into stamps. It was the best ROI on a conference I never attended! :)Reach out if you’d like to discuss working together on your direct mail program. I know how to do it from A-Z correctly from the start.Sincerely,Frank Klesitz
frank@klesitzdirect.com

P.S. Here's an example ROI tracker we'll help you complete every month as a client. We assume a 1% response rate taking 3 appointments a week, with each deal is worth $15,00 to you. We also assume it takes a few months before you get any closings, where all your real profit kicks in year two when all the nurtures you generated finally close.

Request a Phone Consultation

Upon submission, you agree:You have experience buying advertising
You know your maximum allowed CAC
You have someone ready to answer the phone
You have someone ready to go on appointments
You have $9,000 for your first 10,000 letter test
About $60,000 cash to keep this going for 6 months

• Pay $2,500 Retainer
• Schedule Onboarding Call
• Buy Mailing List