Most marketing is built to get attention. Shane Burgman’s is built to get saved.
In his “Un-Sexy Mailers That Get Results” carousel, he showed how a simple piece of monthly data helped him secure more listings in 2025.
And the story behind it is way more interesting than any slick ad.
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When Shane sat down with Krys Benyamein during a recent BAMx Office Hours, the story behind those mailers made it even clearer why they work.
The way Shane thinks about data, consistency, and homeowner psychology explains exactly why those simple-looking pieces keep turning into listing appointments.
The Mailers Shane Sends and Why They Work
Shane keeps his mailers brutally simple on purpose. One side is last month’s market activity, broken down in a way that mirrors how homeowners already think about their own place.
As he explained in the slide #2 video, he doesn’t try to dress it up:
“My mailers are not very sexy. Literally, one side of it is the last month’s production as far as what’s on the market, what’s sold, and what’s pending. And then it’s categorized by price, size, price per square foot, if it had a pool (or) water view.”
Those categories are doing most of the work:
- Price
- Size
- Price per square foot
- Pools / Water View
That’s exactly how people mentally comp their own home when they’re sitting at their kitchen table, wondering what they could get if they sold.
On the back of the mailer, Shane adds interpretation. He explains what the data means and what buyers are responding to:
“That’s what most homeowners want to know. Because what they’re going to do is they’re going to look at that list, and they’re gonna be like ‘My house is about the same size as that one and it sold for this…this is probably our value.’ And then, they flip it over to the trends I’m seeing, what this means, what buyers are valuing.”
He closes the loop with a QR code that takes people to a home valuation tool on his site. It isn’t pushy. It isn’t salesy. It’s just the next step when curiosity turns into intent.
“And then there’s a QR code that will go directly to a home valuation thing that I have on my website. And that’s it. I’ve been consistently sending those out for five years. And the amount of scans on the QR code are relatively high.”
Why This Builds Trust Before You Ever Walk in the Door
The most revealing part of Shane’s story isn’t the QR code. It’s what happens after the mailers have been landing for years. As Shane shared, people don’t throw these away.
“People start saving these. One of the first appointments I went on, they literally had a stack of them where they’d saved them all, and they said, ‘Dude, we love that you drop this data. We’re engineers. We love this stuff. We’re gonna hire you.’”
That’s the tell. People don’t save ads (no matter how pretty they are). They save tools.
When someone stacks your mailers, you’re no longer competing on charisma or slick branding. You’re the person who’s been helping them understand their biggest asset month after month.
Shane also made it clear why this strategy has changed how his listing appointments go.
“Most of the time, when I go on these appointments, they’re not interviewing other people. Because, one, I’ve demonstrated consistency. And two, I’ve hit a chord with them where it’s like they want an agent that is articulate in information.”
By the time someone calls, you’ve already shown them you understand the numbers better than anyone else who’s about to walk through their door.
How You Can Apply This in Your Own Market
Here’s how to think about building your own version of this.
Start by using real, recent local data. That means pulling last month’s active, sold, and pending listings from your MLS and organizing them in a way that homeowners naturally read.
That includes:
- Price ranges that match how people think about affordability
- Home sizes and price per square foot
- Features that drive value in your area like pools, views, or lot size
Once you’ve got the numbers, do what Shane does and interpret them.
Don’t just list data. Explain what it means. Tell people what’s moving, what’s sitting, and what buyers are paying up for.
Then give them a next step that feels safe. A QR code or link to a home value tool works because it lets someone check their number privately before they ever talk to you.
The last piece is the most important. You’ve got to send it consistently. Same format. Same rhythm. Same voice. That’s how trust compounds.
If you want to see how Shane Burgman built this system and how he uses it to dominate listing appointments, watch his full BAMx Office Hours conversation with Krys Benyamein.
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