15 Real Estate Marketing Strategies That Work in 2026

Every real estate investor eventually faces the same question: where should I spend my marketing dollars?

There's no shortage of advice out there — gurus pushing whatever channel sold them their last deal, software companies promoting the thing they happen to sell, and Facebook groups where everyone swears by a different approach. The reality is simpler than most people make it: different real estate marketing strategies work for different situations, and the best investors know which levers to pull and when.

In this guide, I'm breaking down 15 real estate marketing strategies that actually work in 2026. For each one, I'll give you the real costs, expected ROI, who it works best for, and the honest pros and cons. No fluff, no theory — just what you need to decide where to invest your time and money.

Master Comparison: All 15 Strategies at a Glance

Before we dig into each strategy, here's the full comparison so you can quickly see what fits your budget, timeline, and investment style.

*Time value; **Content production cost; ***After initial investment

Now let's break down each strategy in detail.

1. Direct Mail

Direct mail is the backbone of real estate investor marketing. It's been around for decades and it still works — not because it's trendy, but because it reaches sellers that digital channels never will.

How It Works

You build a targeted mailing list (absentee owners, pre-foreclosure, tax delinquent, etc.), design your mail piece (postcard, letter, or handwritten), and send it in a multi-touch sequence over several weeks. When sellers receive your mail and are ready to talk, they call you.

Cost Range

• Per piece: $0.60-1.50 depending on format
• Monthly budget: $500-5,000+ for most investors
• Cost per lead: $30-150
• Cost per deal: $500-2,000

Expected ROI

Most investors see a 5-10x return on their direct mail spend once they've dialed in their lists and messaging. A typical scenario: $3,000/month in mail spend, 1-2 deals per month, $10,000-30,000 in profit per deal.

Pros

• Reaches passive sellers who aren't searching online
• Highly targetable by property type, equity, distress indicators
• Compounds over time — repeat touches build familiarity
• Predictable and scalable

Cons

• Slower response time (1-2 weeks for first responses)
• Requires multiple touches (plan for 4-6 mailings per list)
• List quality is everything — bad data wastes money

Best For

All investor types. Wholesalers, fix-and-flippers, and buy-and-hold investors all benefit from direct mail. It's especially powerful for reaching motivated sellers who don't know they want to sell yet.

For a complete framework on building campaigns, see our direct mail marketing strategy guide. To understand what you'll actually spend, check the direct mail cost and pricing guide.

2. Cold Calling

Cold calling is the fastest way to have a live conversation with a property owner. It's not glamorous, but it generates immediate feedback — you know within seconds if someone is interested.

How It Works

Pull a list of target properties, skip trace to get phone numbers, and call systematically using a tested script. Most investors either make calls themselves, hire virtual assistants ($4-8/hour), or use a calling service.

Cost Range

• DIY: $0 (your time) + skip tracing costs
• Virtual assistants: $200-1,500/month
• Cost per lead: $25-75
• Cost per deal: $400-1,500

Expected ROI

With good lists and trained callers, cold calling can deliver some of the lowest cost-per-deal numbers in real estate marketing. The tradeoff is time and mental energy.

Pros

• Immediate results — conversations happen the same day
• Low startup cost if you're willing to dial yourself
• Two-way conversation lets you qualify in real time
• Combines well with direct mail as a follow-up channel

Cons

• Time-intensive (15-25 calls per hour manually)
• TCPA and Do Not Call compliance is critical
• High rejection rate — most calls go to voicemail
• Hard to scale without hiring

Best For

Wholesalers and investors who are just starting out with limited budgets. Also strong as a second channel layered on top of direct mail — call the people who received your mailer but didn't respond.

3. Driving for Dollars

Driving for dollars means physically driving through target neighborhoods looking for distressed properties — overgrown yards, boarded windows, peeling paint, piled-up mail. When you spot one, you record the address and track down the owner.

How It Works

1. Pick target neighborhoods
2. Drive through and identify distressed properties
3. Log addresses using an app (DealMachine, etc.) or a spreadsheet
4. Look up owners via county records or a data platform
5. Market to them via mail, phone, or door knock

Cost Range

• Monthly cost: $50-200 (gas and app subscriptions)
• Cost per lead: $20-50 (primarily time value)
• Cost per deal: $400-1,000

Expected ROI

Driving for dollars produces some of the highest-quality leads in the industry because you're finding properties with visible distress — a strong indicator of motivation. The catch is that it doesn't scale.

Pros

• Nearly free (just gas money)
• Highly targeted — you see the property condition firsthand
• Less competition (most investors won't do the legwork)
• Great market education — you learn neighborhoods deeply

Cons

• Extremely time-intensive
• Doesn't scale beyond what you can physically drive
• Still requires a marketing channel to reach the owner
• Weather, geography, and time constraints limit coverage

Best For

Beginners with more time than money. Also valuable for experienced investors who want to supplement their direct mail or other marketing channels with hyper-local intel.

4. Google Ads (PPC)

Pay-per-click advertising on Google puts you in front of sellers who are actively searching for terms like "sell my house fast" or "cash home buyer." It's intent-based marketing — these people are already looking for a solution.

How It Works

You create Google Ads campaigns targeting motivated seller keywords, build a landing page with a clear call-to-action, and pay each time someone clicks your ad. You then follow up with leads who submit their information.

Cost Range

• Monthly spend: $1,000-5,000+ (competitive markets run higher)
• Cost per click: $15-75 depending on market
• Cost per lead: $100-500
• Cost per deal: $2,000-5,000

Expected ROI

PPC generates higher-intent leads than most channels, but the cost per lead is also higher. A 3-5x return on ad spend is typical for well-optimized campaigns. The key is landing page conversion rate — if your page converts at 10% instead of 5%, your cost per lead drops in half.

Pros

• Reaches sellers with high intent (they're actively searching)
• Leads can come within hours of launching
• Precise geographic targeting
• Measurable and optimizable

Cons

• Expensive — competitive markets can run $50+ per click
• Requires ongoing optimization and landing page testing
• Leads are shared (multiple investors bidding on same keywords)
• Costs rise as more investors enter the market

Best For

Funded investors in mid-to-large markets who can afford $1,500+/month in ad spend and have the infrastructure to follow up quickly. PPC leads go cold fast — if you can't call within 5 minutes, someone else will.

5. Facebook and Instagram Ads

Social media advertising lets you target property owners based on demographics, behaviors, and interests — even if they're not actively searching for a buyer.

How It Works

Create ad campaigns on Meta's platform targeting homeowners in your market. Use lead forms or drive traffic to a landing page. Retarget people who engaged but didn't convert.

Cost Range

• Monthly spend: $500-3,000
• Cost per lead: $30-150
• Cost per deal: $1,000-3,000

Expected ROI

Facebook ads can deliver leads at scale, especially for motivated seller campaigns using emotional storytelling (testimonials, before/after). The challenge is lead quality — Facebook leads are generally lower intent than PPC since you're interrupting people rather than answering their search.

Pros

• Lower cost per lead than Google Ads
• Strong visual platform for before/after content
• Retargeting capabilities
• Broad reach — nearly everyone is on Facebook/Instagram

Cons

• Lower intent leads (people weren't searching for you)
• Lead quality can be inconsistent
• Platform changes and algorithm shifts affect performance
• Requires creative testing and ongoing management

Best For

Investors who are comfortable with digital marketing or willing to hire a manager. Works well as a complement to direct mail — digital ads build awareness, mail drives action.

6. SEO and Content Marketing

Search engine optimization means building a website that ranks for terms motivated sellers search — "sell my house fast [city]," "how to avoid foreclosure," "sell inherited property." It's the long game, but the payoff is significant.

How It Works

Build a website with location-specific landing pages and educational content. Optimize for local SEO, build citations and backlinks, and create content that answers seller questions. Over time, organic search traffic brings in leads without ongoing ad spend.

Cost Range

• Monthly investment: $500-2,000 (content creation, link building)
• Cost per lead: Effectively $0 once rankings are established
• Cost per deal: $500-2,000 (amortized over time)

Expected ROI

SEO has potentially the highest long-term ROI of any channel because the marginal cost of each lead drops toward zero as your rankings strengthen. The downside is that it takes 6-12 months to see meaningful results.

Pros

• Highest long-term ROI potential
• Leads come to you (inbound)
• Builds authority and trust
• Compounds over time

Cons

• Takes 6-12 months to gain traction
• Requires consistent content production
• Algorithm changes can impact rankings
• Competitive in major markets

Best For

Long-term thinkers building a sustainable business. Pairs well with direct mail — use mail for immediate deal flow while SEO builds in the background. Over time, SEO can reduce your dependence on paid channels.

7. Social Media (Organic)

Organic social media — posting content on Facebook, Instagram, YouTube, TikTok, or LinkedIn without paid promotion — builds your brand and generates inbound leads over time.

How It Works

Create and share content regularly: deal walkthroughs, before/afters, market updates, educational posts, and behind-the-scenes content. Engage with your audience and build a following that generates referrals and direct inquiries.

Cost Range

• Monthly cost: $0 (your time)
• Cost per lead: Varies widely
• Cost per deal: Hard to attribute directly

Expected ROI

Organic social is hard to measure in direct ROI terms, but investors who build strong social presences report that it makes every other channel work better. When a seller receives your mailer and then finds an active social media presence, credibility goes up and resistance goes down.

Pros

• Free (except your time)
• Builds brand recognition and trust
• Supports and amplifies other channels
• Can generate referrals and repeat business

Cons

• Time-consuming to maintain
• Slow to produce direct leads
• Difficult to attribute deals directly
• Algorithms constantly change

Best For

Brand builders and investors who enjoy creating content. Not a primary lead generation channel for most investors, but a strong force multiplier for other strategies.

8. Bandit Signs

Bandit signs are those corrugated plastic signs you see on street corners: "We Buy Houses — Call [number]." Simple, cheap, and surprisingly effective in certain markets.

How It Works

Print 50-200 signs, place them at high-traffic intersections and near target neighborhoods, and answer the calls that come in. Most investors use a dedicated phone number to track sign performance.

Cost Range

• Per sign: $2-5
• Monthly budget: $100-500
• Cost per lead: $15-50
• Cost per deal: $200-1,000

Expected ROI

Bandit signs can produce some of the cheapest leads in real estate marketing. The caveat: many municipalities have ordinances against them, and code enforcement can fine you or remove them. Check your local regulations before investing.

Pros

• Very low cost
• Simple to execute
• Works 24/7 once placed
• Generates calls from highly motivated sellers

Cons

• Legal issues in many areas (fines, removal)
• Unprofessional image to some sellers
• Limited geographic reach
• Can't target specific property characteristics

Best For

Wholesalers in markets where sign placement is tolerated. Often used as a supplementary channel alongside more targeted strategies like direct mail.

9. Door Knocking

Door knocking is the most direct form of real estate marketing — you show up at the property and talk to the owner face-to-face. It's high-effort but produces genuinely personal connections that no other channel can match.

How It Works

Identify target properties (vacant, distressed, pre-foreclosure, etc.), show up during reasonable hours, and have a brief, respectful conversation. Leave a professional card or flyer if no one answers.

Cost Range

• Monthly cost: $0 (your time)
• Cost per lead: $10-30 (time value)
• Cost per deal: $200-800

Expected ROI

Door knocking has some of the lowest cost-per-deal numbers in the industry because there's zero marketing spend — just your time and shoe leather. The limitation is that it doesn't scale beyond your personal availability.

Pros

• No cost except your time
• Highest-touch interaction possible
• Builds immediate rapport and trust
• Useful for driving-for-dollars follow-up

Cons

• Extremely time-intensive
• Uncomfortable for many investors
• Safety considerations
• Can't scale beyond personal effort

Best For

Beginners who are hungry and willing to put in the work. Also effective as a targeted follow-up method — if you've mailed someone three times and they haven't responded, showing up in person can break through.

10. Networking and REI Meetups

Real estate investor meetups, REIA groups, and networking events put you in rooms with other investors, wholesalers, agents, and service providers. Deals happen through relationships, and relationships happen at events.

How It Works

Attend local REI meetups, REIA chapters, and real estate networking events. Build relationships with other investors, wholesalers, agents, bird dogs, and contractors. Over time, these connections generate deal flow through referrals, JV opportunities, and off-market leads.

Cost Range

• Monthly cost: $0-100 (some groups charge dues)
• Cost per lead: Varies (relationship-based)
• Cost per deal: Often the cost of a handshake

Expected ROI

Hard to quantify, but nearly every experienced investor will tell you that their best deals came through relationships. Networking is a compounding asset — the more people who know what you buy, the more opportunities come your way.

Pros

• Very low cost
• Builds long-term deal flow through relationships
• Access to off-market deals
• Learn from experienced investors

Cons

• Takes time to build relationships
• Inconsistent lead flow
• Not every meetup is worth attending
• Difficult to scale

Best For

All investor types. Networking isn't a channel you rely on for consistent deal flow, but it's a multiplier that makes everything else work better. The investor who mails 5,000 pieces a month and also knows every wholesaler in town will always outperform the one who just mails.

11. Bird Dogs

Bird dogs are people who find potential deals and bring them to you for a finder's fee. They're your eyes and ears on the ground — mailmen, contractors, property managers, code enforcement officers, or just motivated individuals who know what to look for.

How It Works

Recruit a network of bird dogs who understand your buying criteria. They identify potential properties and bring you the addresses. You evaluate the deal, and if it closes, the bird dog gets a fee (typically $500-2,000).

Cost Range

• Per deal fee: $500-2,000
• Monthly cost: $0 until a deal closes
• Cost per lead: Varies
• Cost per deal: The bird dog fee

Expected ROI

Bird dogs are performance-based — you only pay when they bring a deal that works. That makes the ROI model straightforward. The challenge is finding reliable bird dogs and training them on what to look for.

Pros

• No upfront cost — pay per deal
• Extends your reach beyond what you could cover alone
• Leverages other people's time and local knowledge
• Performance-based compensation aligns incentives

Cons

• Hard to find good bird dogs
• Requires training and ongoing communication
• Inconsistent deal flow
• Legal considerations in some states (licensing)

Best For

Wholesalers and flippers who want to extend their deal-finding reach. Bird dogs work best as a supplementary channel alongside primary marketing like direct mail.

12. Skip Tracing + Phone Outreach

Skip tracing means finding contact information — primarily phone numbers — for property owners, then using that data for direct outreach. It's the bridge between knowing who owns a property and actually reaching them.

How It Works

1. Build a list of target properties
2. Run the list through a skip tracing service to get phone numbers, emails, and alternative addresses
3. Use the data for cold calling, SMS, or email outreach
4. Follow up systematically

Cost Range

• Skip tracing: $0.05-0.20 per record
• Monthly total: $300-1,500 (data + calling costs)
• Cost per lead: $25-75
• Cost per deal: $400-1,500

Expected ROI

Skip tracing dramatically improves the efficiency of phone-based outreach. Without it, you're guessing at contact info. With it, you're reaching 70-85% of property owners on your list. Combined with a dialer, an investor can make 100+ meaningful contacts per day.

Pros

• Enables phone and digital outreach at scale
• Works with multiple channels (call, text, email, mail)
• Relatively low cost per record
• Dramatically improves contact rates

Cons

• Data accuracy varies by provider (70-85% typical)
• Outdated numbers waste time
• Still requires a follow-up system
• Skip tracing alone doesn't generate leads — it enables other channels

Best For

Data-driven investors who want to maximize their outreach efficiency. Essential for cold calling and SMS campaigns. Also useful for enhancing direct mail — skip trace your mail list to add a phone follow-up touchpoint.

13. Email Marketing

Email marketing for real estate investors isn't about cold emailing strangers. It's about nurturing leads who've already engaged with you — website visitors, past callers, and sellers who weren't ready the first time.

How It Works

Build an email list from website opt-ins, past inquiries, and lead forms. Send regular value-based content (market updates, selling tips, case studies) mixed with soft calls-to-action. Use automation to trigger follow-ups based on behavior.

Cost Range

• Monthly cost: $50-500 (email platform subscription)
• Cost per lead: $5-30
• Cost per deal: Varies (primarily a nurture channel)

Expected ROI

Email marketing has the highest ROI of any digital channel — industry average is 36:1 across all industries. For real estate investors, it's primarily a re-engagement tool. The seller who called six months ago and wasn't ready might respond to an email today.

Pros

• Extremely low cost
• Automates follow-up at scale
• Keeps you top-of-mind with past leads
• Measurable (open rates, click rates, replies)

Cons

• Not a primary lead generation channel
• Requires an existing list
• Getting seller email addresses is harder than phone numbers
• Deliverability can be an issue

Best For

Investors who have an existing lead pipeline and want to maximize conversion of past contacts. Email is a follow-up and nurture tool, not a top-of-funnel acquisition strategy. Pair it with direct mail and cold calling for best results.

14. TV and Radio

Television and radio advertising reach massive audiences and build brand recognition at a level that digital channels struggle to match. "We buy houses" TV spots are a proven model in major markets.

How It Works

Purchase airtime on local TV stations or radio channels. Run spots featuring your "we buy houses" message, testimonials, or educational content. Provide a phone number or website for responses.

Cost Range

• Monthly spend: $2,000-10,000+
• Cost per lead: $200-1,000
• Cost per deal: $2,000-10,000

Expected ROI

TV and radio work best for funded operations running in large markets. The cost per lead is higher than most channels, but the brand-building effect creates a moat — sellers remember your name and call you months later. HomeVestors (the "We Buy Ugly Houses" franchise) built a billion-dollar brand primarily through TV.

Pros

• Massive reach and brand building
• Reaches sellers who don't use the internet
• Creates long-term brand recognition
• Less competition from smaller investors

Cons

• High upfront cost
• Difficult to target specific audiences
• Hard to track attribution precisely
• Long lead time for ad production

Best For

Funded investors and companies operating at scale in metropolitan markets. Not practical for most individual investors, but powerful for those with the budget to sustain it.

15. Ringless Voicemail

Ringless voicemail (RVM) drops a pre-recorded message directly into a seller's voicemail box without their phone ringing. It's a mass outreach tool that sits between cold calling and text messaging.

How It Works

Skip trace your list for phone numbers, record a compelling voicemail message, and use an RVM platform to drop it into voicemail boxes. Interested sellers call you back.

Cost Range

• Per drop: $0.03-0.08
• Monthly budget: $200-1,000
• Cost per lead: $10-40
• Cost per deal: $300-1,200

Expected ROI

RVM is one of the cheaper channels per impression. Callback rates run 1-5%, and the cost per lead is low. The challenge is compliance — the TCPA landscape for RVM is evolving, and some legal interpretations consider it a "call" subject to consent requirements.

Pros

• Very low cost per contact
• Reaches people who don't answer calls
• Less intrusive than a ringing phone
• Scalable — drop thousands of messages in minutes

Cons

• Legal gray area (TCPA compliance is unclear)
• Lower response rate than live calls
• Can feel impersonal or spammy
• Some carriers block RVM

Best For

Volume-oriented investors who are comfortable navigating compliance requirements. Works as a supplement to direct mail and cold calling, not as a standalone strategy.

16. Text/SMS Marketing

SMS marketing reaches sellers on the device they check most — their phone. Response rates are higher than almost any other outbound channel, but compliance is the gatekeeper.

How It Works

Skip trace your target list for mobile numbers, craft a short personalized message, and send via a compliant SMS platform. Respond to replies in real-time, then convert text conversations to phone calls and appointments.

Cost Range

• Per text: $0.01-0.03
• Monthly budget: $200-1,000
• Cost per lead: $15-50
• Cost per deal: $300-1,000

Expected ROI

Text messaging can deliver some of the best cost-per-lead numbers in real estate marketing — when done compliantly. The key word is "when." TCPA regulations, carrier filtering, and 10DLC registration requirements have significantly tightened in recent years.

Pros

• Very high response rates (5-15%)
• Low cost per contact
• Immediate results
• Easy to scale with the right platform

Cons

• Strict TCPA compliance requirements
• Carrier filtering blocks many messages
• 10DLC registration required
• Can generate negative responses and complaints

Best For

Tech-savvy investors who understand and can navigate SMS compliance. Works best as part of a multi-channel strategy where direct mail or another channel makes the first touch, and SMS follows up.

How to Choose the Right Strategy for You

With 15+ options, how do you decide where to spend your time and money? Here's a framework.

By Budget

Under $500/month: Start with driving for dollars, door knocking, and networking. Add cold calling with skip tracing once you can afford $300-500/month in data and phone costs.

$500-2,000/month: Direct mail should be your primary channel. Supplement with cold calling or organic social media. At this budget, you can send 800-3,000+ mail pieces per month with REmail's pricing.

$2,000-5,000/month: Direct mail plus Google Ads or Facebook Ads. This combination gives you both outbound (reaching sellers) and inbound (catching sellers who are searching). Add cold calling as a follow-up layer.

$5,000+/month: Multi-channel approach. Direct mail as the foundation, PPC for inbound leads, cold calling for follow-up, and potentially TV/radio for brand building.

By Investor Type

Wholesalers: Direct mail + cold calling + SMS. You need volume and speed. Read our wholesaling marketing guide for a deeper dive.

Fix-and-Flippers: Direct mail + driving for dollars + networking. You're looking for specific property conditions, so visual identification matters. See our house flipping marketing strategies.

Buy-and-Hold Investors: Direct mail + SEO + networking. You're playing the long game, so channels that compound over time align with your strategy.

Real Estate Agents: Direct mail (farming) + social media + Google Business Profile. Agent marketing is a different game — see our guide on marketing for real estate agents.

By Market

Competitive urban markets: Direct mail + PPC + SEO. You need to stand out, and multi-channel presence helps. Expect higher costs across all channels.

Suburban markets: Direct mail + Facebook Ads + cold calling. Less competition means lower costs and higher response rates.

Rural markets: Direct mail + driving for dollars + networking. Smaller lists mean you can mail more frequently, and local relationships matter more.

Building a Multi-Channel Strategy

The most successful investors don't rely on a single channel. They build a system where channels reinforce each other.

Here's what a multi-channel stack looks like in practice:

1. Primary channel (60% of budget): Direct mail — consistent, scalable, targetable
2. Secondary channel (25% of budget): PPC or cold calling — fills different gaps
3. Supporting channels (15% of budget): Email nurture, social media, networking — amplifies everything else

The key is that each channel serves a different purpose. Direct mail reaches passive sellers. PPC catches active searchers. Cold calling creates immediate conversations. Email nurtures leads who aren't ready yet. Together, they cover the entire seller journey.

Tracking and Measuring Results

None of these strategies matter if you're not tracking results. Here are the metrics that matter:

Use unique tracking numbers for each channel, dedicated landing pages, and ask every lead how they found you. The data tells you where to double down and where to cut.

The Strategy Most Investors Should Start With

If you're reading this and feeling overwhelmed by the options, here's the simplest path to getting started:

Start with direct mail.

It's not the cheapest channel. It's not the fastest. But it's the most reliable, scalable, and proven channel for real estate investors across every market and deal type.

Mail 1,000-2,000 pieces per month to a targeted list. Use a mix of postcards and letters. Send 4-6 touches over 2-3 months. Track everything.

Once you're getting consistent leads from mail, add a second channel — cold calling if you want faster results, PPC if you want inbound leads, or SEO if you're thinking long-term.

That's the real estate marketing strategy that works. Not the most complicated one. The one you'll actually execute consistently.

Ready to launch your first direct mail campaign? Start with REmail — investor-focused direct mail automation with no monthly fees and pricing starting at $0.60 per piece.

FAQs About Real Estate Marketing Strategies

What is the best marketing strategy for real estate investors?

Direct mail is the most reliable marketing strategy for most real estate investors. It reaches motivated sellers who aren't actively searching online, it's highly targetable, and it scales predictably. That said, the best strategy depends on your budget, market, and deal type. Most successful investors combine 2-3 channels — typically direct mail plus cold calling or digital ads.

How much should I spend on real estate marketing?

Most investors should start with $500-2,000 per month and scale once they have data on what works. A common split is 50-60% on direct mail, 20-30% on digital (PPC or Facebook), and 10-20% on cold calling or other outreach. The key metric is cost per deal, not total spend — if a channel costs $1,500 per deal and the deal nets $15,000, the ROI is excellent.

Which marketing channels generate the fastest leads?

Cold calling and SMS generate same-day responses. PPC (Google Ads) can produce leads within hours of launching. Ringless voicemail and text messaging also deliver quick results. By contrast, direct mail takes 1-2 weeks for initial responses, and SEO takes 6-12 months to build traction. Speed and quality don't always correlate — faster channels often produce lower-quality leads.

Can I do real estate marketing with no money?

Yes, but it requires time instead. Free or near-free strategies include driving for dollars, door knocking, networking at REI meetups, building a bird dog network, and organic social media. These methods work but are limited by your available hours. Most investors transition to paid channels like direct mail once they close their first deal.

How many marketing channels should I use at once?

Start with one channel and master it before adding more. Once you have consistent deal flow from one source, add a second complementary channel. Most profitable investors run 2-3 channels simultaneously — for example, direct mail plus cold calling, or direct mail plus PPC. Running more than 3-4 channels at once usually means you're not doing any of them well enough.