Operator wants a quarter of marketing spend funded against a 2.1 percent response rate I can't verify
Sitting on a JV pitch from a two person outfit that works notice-of-default lists in three counties. They want me to fund the acquisition capital and, separately, a quarter of outreach spend, 50/50 split on profit with my money back first.
Their stated machine, per quarter:
- 2,100 new NOD records pulled daily from county filings
- 4 mail touches per record, 0.58 all in per piece, so 8,400 pieces at about 4,870
- skip trace at 0.11 per record, about 231
- two part time callers working the responses, they call it 6,000 in labor
- total roughly 11,100 per quarter
- claimed 2.1 percent response, roughly 44 conversations, 1 in 9 to a signed contract, so 4 to 5 contracts
- claimed average gross spread per closed deal 41,000
So they're telling me about 2,400 per contract in marketing cost against 41,000 of spread, and asking why I'd hesitate.
Where I'm stuck. I have no trailing data. Their last two quarters are "three closings and one that fell apart at title," which I can't reconcile to 4 to 5 contracts per quarter. I also don't know their contract-to-close ratio, which in a window with a fixed auction date seems like the number that actually matters. And the 41,000 is an average across a very small number of deals, so one good one is doing all the work.
The other thing I keep circling is the calling. Two part time callers dialing homeowners who just got a default notice, on my nickel, with my name adjacent to it. I don't know what their scripts say and I don't know how they handle someone asking to never be contacted again.
Decision: fund one quarter at a capped number as a test, or refuse until they hand over 12 months of records showing pieces mailed, conversations, contracts and closings. They say the auction calendar won't wait for my diligence, which is true and also exactly what someone says.