Lob

What Is Lob?

Lob is a developer-friendly direct mail automation platform built for companies that want to send personalized mail programmatically — triggered by CRM events, lead stages, or custom rules. It's the infrastructure layer that sits between your data and the USPS.

For real estate investors, Lob's value is in automation: when a new pre-foreclosure lead hits your pipeline, when a prospect visits your site, or when a seller moves from cold to warm, Lob can automatically fire a postcard or letter without any manual intervention. The platform connects to Salesforce, HubSpot, Braze, and other major CRMs, and exposes a RESTful API for custom integrations.

Pricing includes a free Developer plan (up to 500 mailings) with postcards at $0.87/piece. Paid plans start at $260/month for up to 3,000 mailings at $0.61/postcard.

Who Is Lob Best For?

Lob is best for technology-forward real estate investors, larger wholesaling operations, or marketing agencies running investor campaigns who want direct mail embedded in their existing tech stack. If you're already using a CRM and want mail to fire automatically as leads move through your pipeline, Lob is the clearest path to that workflow.

It's also well-suited for investors running high-volume, data-driven campaigns where address verification, USPS routing optimization, and delivery tracking matter. The built-in Postal IQ routing intelligence helps mail reach delivery faster by optimizing USPS entry points.

Solo operators or beginners who want a simple upload-and-send experience will find Lob's developer-first approach overkill. The platform is designed for teams with some technical capability or a developer on staff.

Our Verdict

Lob is the gold standard for automated, CRM-integrated direct mail at scale. If you're building a wholesaling operation with real systems behind it — not just occasional mail blasts — Lob gives you precision control over every send.

The free Developer plan is a genuine on-ramp for testing, and the per-piece pricing on paid plans ($0.58–0.61/postcard) is competitive. The trade-off is complexity: Lob rewards technical users and underserves those who want a no-code experience. For investors who've outgrown simple upload-and-mail tools, Lob is the next step up.