In today’s increasingly competitive real estate market, companies offering “cash for homes” are popping up everywhere, making it harder to differentiate oneself. At Charm City Builders, we’ve always been focused on creating meaningful connections with the homeowners we serve. To keep pace with this competitive landscape, we are also constantly seeking new ways to reach potential clients. Most recently, we decided to test direct mail—a marketing strategy that has been successful for many businesses. We believed it could add a personal touch to our already robust digital marketing efforts.
Our plan was to send out handwritten-style letters to thousands of homeowners in key regions. These letters were designed to feel personal, as though they were written by us, in the hopes that this unique approach would grab the attention of homeowners who might be considering selling their properties. We had high hopes for this campaign. After all, companies that offer handwritten direct mail promise a response rate that is twice as high as other marketing strategies. It seemed like a winning idea.
But, as it turns out, we misjudged how our audience would react. Instead of engaging potential clients’ interest, many of the recipients felt the letters were intrusive. Some even accused us of not being considerate of their preferences. The feedback we received was disappointing because we genuinely care about our clients. We realized that this approach wasn’t working for us or for the people we were trying to reach.
So, what did we learn?
One key lesson we learned is that not every marketing strategy works for every company or audience. At Charm City Builders, our priority is always to foster trust and build lasting relationships with the homeowners we work with. While direct mail may work well for some businesses, it wasn’t the right fit for our clients and community.
How did we respond and why?
We decided to discontinue this particular direct mail campaign. Instead, we’re focusing on the approaches that resonate with our clients—those that prioritize responsiveness, personal attention, and trust. We’re committed to being a company that listens, adapts, and keeps the best interests of our clients at heart.
At the end of the day, we don’t just buy houses in Baltimore; we’re in the business of building trust and helping people through one of the most significant financial decisions they’ll ever make. The lesson Charm City Builders has learned from this experience is simple: When a marketing strategy doesn’t align with who we are or how we serve our community, we’re not afraid to change course.
