20 Your Guide to an Effective Real Estate Marketing: How to Create an Effective Direct Mail Copy
Do you want to increase your chances of getting your real estate direct mail right the first time? So how can you check if you have an effective real estate direct mail in your hands?
So what are these wonderful words, which all just happen to start with the letter “P”? They are Problem, Promise, Proof, Price. Include mentioning each of these in your next postcard message and watch your response skyrocket.
First you need to outline the problem your potential customer faces. And no you’re not doing this because he doesn’t know what it is. He’s well aware of his problem. But you do this to create a genuine bond with your potential customer.
To have the right Problem Key, your copy must be able to express your prospect’s problem in a way that helps him feel that you fully understand his problem and what he is going through. Hence, before starting any real estate direct marketing campaign, you must know your prospects well.
After you sympathetically outlined his problem, you promise him that you can help him with this. This means you can take that problem and actually eliminate it for him. In this case, his problem is that he needs to sell his house, and fast. Either his house has been on the market for a while with no interest or he’s facing foreclosure. In either case, promise him that you can help him out.
The promise key opens his mind to the idea that you have the experience and skills to be able to quickly sell his home at a good price.
In this instance, proof comes in the form of showing him others you have helped, providing him with testimonials of former customers who have worked with you successfully. You can even narrate some heartfelt success stories of how people’s lives have been changed dramatically once they used your service.
Then finally, you need to mention the fourth “P”. In this case, “Price”. Of course, price can mean many things. If you were providing him with a product, you’d tell him how much it would cost. Perhaps telling him the cost of not selling his home to you would be a more compelling argument for now. What’s the price of inaction, you may ask him.
Finally, you need to check your real estate direct marketing materials for the ‘Price Key’. Price is the number one concern of most home sellers. So this one will depend on your investment strategy and how attractive you can make your offer. Another angle to pursue is the price to the customer if they don’t choose to accept your offer.
Go ahead. Read your latest postcard mailing with the Four “P”s in mind. Did you cover them all? If you didn’t, there’s no time like the fifth “P” – the Present. Why not sit down right now and rewrite this mailing with these key words in mind?
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