Real Estate Investor Insider Secret #8: Know Your Customer Before You Write Your Postcard
Ah! Now we?ve come to a vital concept in your direct-mail postcard campaign. In order to write the most effective copy for your real estate investing firm, you must know your customer.
So how well do you know your customers? Do you only have a vague and run-of-the-mill idea of their problems, goals, and attitudes? Is your knowledge of your customer based on talking to real people? Or are they just caricatures of people based on stereotypes, news reports, and your own imagination?
Oh, sure with enough trial and error you may end up getting pretty close to targeting him. But what I?m about to suggest is a little, well, unconventional. If you?ve already sent several mailings out and have received some interest, perhaps you?ve already met with some potential customers face to face. And no doubt discussed business.
But the next time that telephone rings with a potential client on the phone, don’t visit him with the intention of making a sale. Knock on his door with the intent of learning what he really wants. That’s right!
Toss the sales script out of the car window on the way over to his home. Sit down with him one on one and discuss why he wants to sell, also discuss why he resists selling. Get to know this one customer as a person.
Yes, perhaps this is a revolutionary approach. And perhaps you won?t make a sale in this particular instance. But that doesn?t mean that your time hasn?t been invested wisely. Because as you?re about to discover, it has.
When you return to your office after finding out everything you can from this individual ? including how he found himself in this position, what he intends to do after the sale and, if he?s willing to share, how this situation is affecting his life and that of his family ? write it all down. (And don?t worry, the odds are great he?ll share this information with you. Especially if you express a sincere interest in him. He?s probably been waiting for someone to talk to.)
You see, you’ve just discovered “his problem.” Your job is to offer him a solution. And that should be the major focus of your next postcard campaign. Write your copy to solve this person’s problems. Don’t worry that your card isn’t going to just him. Rest assured that his concerns, emotions and intentions are echoed throughout your territory by many others.
What you will have is a more detailed and personal narration of your prospect’s problem. Your task right now is to offer a benefit that is tailored-made to solve this specific problem. And in your next real estate postcard marketing campaign, base your copy on this specific problem and solution. You can use this because many other people in your mailing list have similar experiences and problems.
If you can write copy that conveys this message, then you?ll have people ringing your phone like crazy. And isn?t that the bottom line of your postcard campaign after all?
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