Oh yes. You’ve poured your heart and soul into your business. You’ve spent sleepless nights on ways to increase business. You’ve spent 12 16 even some 20-hour days working on keeping it alive. And now, I’m telling you, as you sit down to write your copy that it’s all about your customer – not you. How dare I?
But when you write your real estate direct mail copy, avoid promoting your self. It is all about your potential customers and not about you.
Okay, you ask. What exactly do they care about then? They care deeply about find a solution to their problem. And their problem right now is that they have a house that won’t sell. They may even have a house that is approaching the foreclosure stage. Now that’s their problem.
What are you going to do about it? Oh, sure you can pretend to be that man of steel, Superman, and present all of your positive attributes. But you know what happens when you do that. The very next post card that they pick out of the mail box will prove to be from Batman or even The Green Hornet. And it’ll outline even more positive attributes than you have just given them.
Potential customers are turned off by real estate marketers who tens to self-promote instead of giving the solutions once and for all. Avoid imitating other investors who constantly say something good about themselves.
Why do people want to sell their houses quickly. Yes, sometimes it’s because they are looking at foreclosure. But sometimes it’s because one partner has been transferred. The family can’t afford to buy another house in another state or city until the first one sells. They’re anxious to sell to reunite the family and reduce expenses.
That’s their problem. And that’s exactly the problem you need to solve for them. And you need to, in the process, that you’ll treat their home with the love and respect with which they’ve given it for so many years.
Remember, when you write your copy, you’re not offering to buy just a house, or a structure. They need to sell their home the very house that contains so many wonderful memories.
The closer your real estate marketing material captures their specific problem, the closer you are to motivating prospects to engage with you and work out a deal.
So before finalizing your real estate direct mail, make sure that you are aware of the backgrounds of your prospects so you can come up with the precise solution to their problems. Your copy must not focus on you. Make them feel that you understand the situation they are going through and that you have the solution they’ve been looking for.
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