Real Estate Investor Insider Secret #7: If At First You Don’t Succeed, Mail and Mail Your Postcard Again
Dont mistake credible copywriting with a dry copywriting. Real estate marketing materials should satisfy both our human need to make rational decisions and our human nature to make emotional decisions.
Sure, people may say they research the products they intend to buy. And, sure, consumers may say they search for the best prices. And they may even say that they create charts with the advantages and disadvantages of specific products. And in many cases they really do perform all these acts.
But that doesn?t mean you throw everything out. Direct marketing is a complex business. And while I wish I could call it a science like chemistry it isn?t even close to that. If you put two molecules of hydrogen with one of oxygen, you?ll come up with water H20 ? every time, without fail.
Hence, influencing your target market will require you to write a real estate direct mail that creates an emotional affinity with your prospects. So what are these possible benefits that can appeal emotionally to your prospect? You can read more articles on motivation but what I can give you right now are financial security, freedom from worry and fear, increased self-esteem, social status, and etc.
Never assume that emotional marketing only applies to consumer purchases. Especially today, emotions in the real estate market are high. Your real estate direct marketing communication with your customers should aim to reduce their fears and increase their optimism about the benefits you offer.
One classic example of the power of emotional marketing is the1960 presidential debate between Nixon and Kennedy. Radio listeners, who were only given the opportunity to focus on the arguments of the debate, picked Nixon as the winner. However, people who watched the debate on TV picked Kennedy instead because he was more emotionally and visually appealing on screen.
Let me give you one very dramatic example. It?s from 1960. And it relates to a decision far more important than what dress to buy for the upcoming dinner party. It involves, in fact, the presidential election. That?s right. The tipping point of this election occurred during the debate during the campaign between the two candidates, Richard M. Nixon for the Republicans and John F. Kennedy for the Democrats.
The debated was not only broadcast on all three (and yes there were only three) television networks and all the radio stations as well. Afterward, voters were asked who had won the debate. Those who had listened on the radio said it was Nixon ? hands down.
Those who had viewed the debate on television believed that Kennedy had won. In fact, this was the overwhelming opinion. Why? Because Nixon wore a five o?clock shadow ? the telltale shadowy outline of a beard that had been shaved too far ahead of the debate. Kennedy just looked more presidential.
So do not forget to use emotional persuasion in your real estate postcard marketing campaigns to increase your response rate!
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