The 6X ROI Strategy that Transformed Express Property Solutions' Lead Generation

Company Overview

Express Property Solutions specializes in real estate wholesaling, fix-and-flip, and buy-and-hold properties across Cook County, Illinois. Melissa Johnson, who joined the team two years ago and brought over 20 years of industry experience, quickly realized that their data-driven processes needed refinement. Their approach relied heavily on direct mail and cold calling, which, without accurate data, led to high costs and limited success. In a market as large as Chicago, targeting the right leads was essential to scaling effectively while controlling costs.

Determined to make data-driven decisions to increase their efficiency and return on marketing spend, Melissa’s team sought a data partner who could deliver accurate, actionable insights.

Main Challenges

Before adopting DataFlik, Express Property Solutions faced three main challenges that hampered their growth:

1. Poor Data Quality
   Their previous data provider delivered inaccurate data, leading to a high volume of returned mail and unqualified leads. This wasted resources and prevented effective outreach.
2. High Marketing Costs
   Direct mail campaigns were costing tens of thousands of dollars, with a large portion of mail returned due to incorrect addresses, further reducing ROI.
3. Inefficient Lead Generation
   Cold calling and direct mail, without targeted data, produced low conversion rates. The lack of high-quality leads made it difficult to justify the marketing spend.

In 2022, the company’s direct mail efforts became unsustainable, and they paused direct mail for nearly a year. This decision highlighted the need for a new data provider who could offer precise, reliable data to guide their outreach efforts and maximize marketing returns.

Decision to Use DataFlik

Melissa first learned about DataFlik through her network in the real estate industry. As the team considered reintroducing direct mail, they explored options for a data provider who could meet their accuracy standards and provide ongoing support.

After an initial conversation with DataFlik, Melissa decided to make the switch, drawn by DataFlik’s reputation for accuracy and the company’s proactive customer support. The predictive data capabilities of DataFlik’s tools promised to streamline their marketing spend, improve lead quality, and eliminate the wasted resources that had plagued previous campaigns.

Addressing Challenges with DataFlik

Once integrated into their marketing processes, DataFlik’s predictive tools immediately improved data quality and lead management. The data-driven approach allowed Express Property Solutions to:

• Optimize Lead Lists
  DataFlik’s regular updates ensured that Express Property Solutions reached current property owners, significantly reducing the return mail rate.
• Refine Cold Calling Strategy
  Using a highly targeted list from DataFlik, the cold calling team generated 136 leads in a few months, of which 95% were qualified, resulting in more productive calls and more contracts.
• Enhance Direct Mail Efficiency
  Starting their direct mail campaigns in June 2023, Express Property Solutions sent over 82,000 mail pieces, with a return mail rate of under 1%—a substantial improvement from previous campaigns.
• Personalize Campaigns
  By segmenting lists according to distress indicators, neighborhood data, and buyer interests, the team tailored each outreach campaign to resonate with potential sellers, boosting engagement and conversion.

Specific Results

The results of using DataFlik’s predictive data tools were both immediate and transformative for Express Property Solutions. Since adopting DataFlik, they achieved the following:

• With DataFlik, the team achieved an impressive 6X return on investment in their marketing efforts and went “in the black” within the first quarter. DataFlik’s accurate targeting not only paid for itself but also helped the company increase revenue and significantly reduce wasted spending.
• In just three months (July to September 2023), Express Property Solutions generated 136 leads through cold calling, with a remarkable 95% qualification rate. This led to four new contracts – all from cold calling alone, a significant boost over previous efforts.
• DataFlik’s predictive targeting enabled Express Property Solutions to close quick-turn deals, including a $25,000 profit on a contract closed just seven days after the initial cold call. Another deal sourced through direct mail generated a $45,000 profit, underscoring the high value of DataFlik’s targeting.
• Between June and September, DataFlik-powered direct mail campaigns helped the team secure six deals, with less than 1% return mail rate. Compared to previous campaigns, this efficiency cut costs and maximized their reach.

Advice for Other Companies

Melissa Johnson encourages other real estate businesses to embrace data-driven decision-making and consistently track their marketing metrics.

Melissa emphasized that the initial cost is well worth the return for companies that may hesitate to invest in high-quality data, especially considering the potential savings from reducing wasted marketing efforts.

Future Plans

Looking forward, Express Property Solutions plans to expand its reach beyond Cook County into surrounding markets. Melissa's team is preparing for continued growth with plans to refine their buyer’s list further and implement new marketing strategies based on DataFlik’s data insights.

With DataFlik as a core part of their operation, Express Property Solutions is positioned to scale its business intelligently and sustainably. As Melissa put it: