The Challenge
Real estate investors rely heavily on direct mail for lead generation, but most operations run these campaigns manually—creating inconsistent timing, no attribution, and wasted spend. The challenge was to build a system that could automate direct mail at scale while maintaining the personalization that drives response rates.
The Solution
I designed and built a full-stack direct mail automation platform that connects directly to our CRM and property data sources. The system enables:
- Triggered campaigns based on pipeline events (new lead, follow-up milestone, re-engagement)
- Dynamic personalization using property and owner data
- Print API integrations for automated fulfillment
- Full attribution tracking from send to conversion
Technical Implementation
The platform was built with a modern stack optimized for reliability and scale:
- Next.js for the dashboard and campaign management interface
- PostgreSQL for campaign data, audience lists, and attribution tracking
- API integrations with print vendors (Lob, PostcardMania) for automated fulfillment
- Webhook system for real-time CRM synchronization
Key Features
Campaign Builder
A visual interface for creating mail pieces with dynamic merge fields, audience targeting rules, and send triggers. Non-technical team members can build and launch campaigns without developer involvement.
Attribution Engine
Every mail piece is tracked with unique identifiers that connect back to the CRM. When a lead comes in via phone or web, the system automatically matches it to the originating campaign.
Performance Dashboard
Real-time visibility into campaign performance including send volumes, response rates, cost per lead, and ROI by campaign type.
Results
The platform transformed our direct mail operations:
- 90%+ increase in lead volume year-over-year
- Eliminated manual work previously requiring 10+ hours per week
- Clear ROI visibility for every dollar spent on direct mail
- Faster iteration on campaign creative and targeting