Upstate New York | Two-Market Operator
We tested four formats and coordinated mailing across two markets for an upstate New York buyer. For August 2026, the client described an 8.9x projected return in its home market, with seven contracts and about $215K in projected profit.
8.9x
Client's Projected Return
Home market, August 2026
7
Home-Market Contracts
August 2026; about $215K projected profit
49%
Lead-to-Appointment Rate
New market, July 2026
The Challenge
This established buyer was expanding from a home market into a second metro area while keeping a fixed monthly budget. We needed to support the existing operation, launch the new market and keep total spend at a level that retained the lower per-piece pricing tier.
Where We Focused
Find the formats and lists that fit each market, then coordinate the budget without treating both markets as if they were at the same stage.
What We Did
We tested four mail formats in the home market, kept the stronger performers and retired the weaker ones. The top check letter produced good leads from 60% of its calls, compared with 8% on the standard check letter.
For the new market, we started with the highest-distress list and shifted toward higher-value homes as the campaign developed. We coordinated spend across both markets to retain the lower per-piece price tier.
We also audited calls and coached the new market's closer on live transfers. Reviewing the mail and the conversations together helped us identify where the team could improve the process after a seller responded.
The Results
| Period | Result | What It Represents |
|---|---|---|
| August 2026, home market | 87 unique calls, seven contracts and about $215K in projected profit. | Projected profit on contracts, not closed revenue |
| August 2026, home market | The operator described an 8.9x projected return. | Client's own projected return for the home market |
| Format comparison | 60% of calls on the top check letter were good leads, compared with 8% on the standard check letter. | Campaign-specific call-quality comparison |
| July 2026, new market launch | 0.25% response, with 49% of leads becoming appointments. | First-month figures for the new market |
| September 2026, both markets | 96 net leads and seven contracts. | Combined activity for these two client markets |
What We Learned
We used format testing, call review and budget coordination to guide the next decisions in each market. The client described an 8.9x projected return for its home market in August 2026. That is the client's own projected figure on signed contracts, rather than a closed or company-wide return.
Results come from our monthly strategy calls with the client and are client-reported for the periods shown. Projected values are based on signed contracts, not closed deals. Results vary by market, list, offer and follow-up; past results do not guarantee future results.
Let’s Build a Direct Mail Plan for Your Team
Tell us about your market, team capacity and campaign goals. We can talk through targeting, mail formats, tracking and the next steps for your operation.