Real Estate Foreclosure Marketing Secrets

Posts Tagged ‘Phrase’

Every good sales pitch contains several vital ingredients.  And your postcard mailing for your real investing venture is no different.  Every successful marketer uses a very simple – but highly effective — formula for keeping him headed in the proper direction in his copy.

As you progress in your direct-marketing career, you’ll instantly know it by its acronym alone:  AIDS.  It stands for Attention, Interest, Desire and Action. It’s very self explanatory. You need to get the attention of your reader . . . keep his interest . . .build his desire for wanting to sell to you . . . and then actually encourage him to act.

Unfortunately, even the best of us who write for a living sometimes neglect to emphasize the last component of a good sales letter . . . the call to action.  Too often, we simply assume that we know what the consumer will do.  The truth of the matter is that sometimes (most of the time, actually) we have to lead the reader to the final steps of our sales pitch:  the call to action.

And if you’re new to the writing of marketing materials, you may even feel a bit shy about actually writing a call to action.  It may remind you of those commercials on television. “And if you’re the first 200 callers you’ll also receive at . . . “

But do you know why just about every commercial on TV is written like that?  Because they work.  Direct marketers will stick with a style, a wording, an entire ad campaign as long as it’s pulling in the sales for them.  They take the phrase “If it ain’t broke, don’t fix it” to a whole new level.

For your postcard mailing to be effective, you must rise above any hesitancy about asking people to call you.  You can do every other portion of your mailing absolutely correctly.  But if you don’t remind people to act it’s doubtful if your mailing will ever be successful.

But more than asking them to act, you need to write your call to action so they feel it’s absolutely necessary that they act today.  In fact, they need to act while they have that postcard in hand.  Far too often with direct mailing the old adage of “out of sight, out of mind” applies.

If you can generate enough interest in your sales pitch to get people excited about the prospect of your service, then you need to capitalize on that while the individual reader has that postcard in hand.  Don’t be afraid to urge him to pick up the phone right now.

Give them a reason – even an obvious reason – to act RIGHT NOW!

Remember, there are reasons why the television commercials continue to urge viewers to call within the next 10 minutes.  They are reasons why incentives are given to those “first 200 callers.”

Create that kind of interest and excitement in your real estate investment service and your postcard mailing will generate you some substantial profits – guaranteed!

By Mark Bradley

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Real Estate Investor Insider Secret #2:

TurboCharge Your Postcard Campaign:

Tune Into WIIFM

Are you tuned into WIIFM?  No, it’s not the latest radio station in your area.  It’s shorthand for a fundamental direct-mail principle   – a principle every real estate investor should keep uppermost in his mind.

WIIFM.  An acronym for What’s In It For Me?  When your recipient receives your postcard in the mail, you have a scant 30 second or less to grab their attention.  That means you need to answer that question for them.

If you’re offering something to them, that “something” must be beneficial to them in some way.  You may have heard this phrase in another way.  Perhaps some staid, academic copywriter once told you to emphasize benefits, not features.

And you probably nodded and went on your way, only later wondering what the real difference was between a benefit and a feature.  That’s exactly where WIIFM comes in loud and clear.

A benefit answers the question:  What’s In It For Me?  When you tell the potential seller what he can gain from this arrangement, then you have him thinking about selling.  Far too many real estate investors spend far too much time telling the seller about his business.

Yes, it is reassuring to know if you’ve been in business for so many years . . . and that you’ve sold so many houses . . . and you’ve generated so much extra cash for your customers.  Those, however, are all features – very important features of course.

You need to turn these features around to make them attractive to your seller.  Then and only then you turn your feature into a benefit.

Remember, when push comes to shove, an individual potential customer sitting at his kitchen table reading your post card will eventually stand up and wonder:  What’s In It For Me?

Answer that question for him and you’re succeeding in your marketing campaign. It’s not a simple question to answer – not when it comes to real estate investing.  You must consider exactly what your customer wants.

If he’s facing foreclosure, he wants out of this nightmare.  But more than that he probably wants to keep his house.  You may be tempted to go with “I’ll give you fast cash for your house.”  And for some individuals this certainly may work.

But maybe – just maybe – in addition to wanting the money, he may want to be reassured that whoever buys the house will treat it well . . . will love it the way he and his family has.  After all, to him, the house is more than just a structure . . . it’s a home where his children played and slept, where family meals were eaten . . . where family stories were shared.

Keep these things in mind when you attempt to answer the question – from the seller’s perspective – What’s In It For Me?

Fast Cash?  Sure.  But perhaps just a little bit more as well. If you can deliver – through your postcard campaign — an angle that includes care for the home and even peace of mind for the homeowner, then you’ll well on your way to closing that sale. And you’re becoming the successful real estate investor you always knew you could be.

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