Real Estate Foreclosure Marketing Secrets

Posts Tagged ‘Real Estate Blogs Marketing’

Real Estate Investor Insider Secret #6:

Consumer Decisions are Made From Our Emotions

This is without a doubt the most overlooked rule in copywriting strategy.  And even as a real estate investor about to embark on a postcard campaign, you should keep this uppermost in your mind.

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 when the ultimate decision is being made, more often than not, the consumer chooses using his gut emotions.  Don’t believe for a moment that your targeted audience is any different.  You can barrage him with facts . . . figures . . . logical arguments . . . all aimed at why selling his home right now to you is the right move. And of course you should present these compelling cases.

If, however, you can create some emotional connection  then you’ve really made that ultimate connection and have practically ensured your sale. If, on the other hand, you can’t excite him to the benefits of this decision, then you haven’t closed the sale.  So in addition to making a logical argument . . . don’t forget to make an emotional pitch as well. 

What are some of the emotional reasons people buy?  To gain peace of mind . . . to increase their financial bottom line . . . to feel better about themselves in general . . . out of fear of losing something . . . even from greed.

If you’re reading this, thinking that this “rule” doesn’t apply to the real estate market, you’re only fooling yourself.  Emotions play a powerful role in every single decision we make – even those that aren’t really consumer related. 

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.

Emotions.  Never underestimate the ever present emotional appeal of a major decision . . . whether it’s a minor purchase a major consumer decision or even the choice of the president of the United States.

If you can not only logically persuade your audience to your side, but win them over emotionally, then you have closed that sale.  And yes, you can do this through your postcard mailing for your real estate investment firm.  Guaranteed!

  By Mark Bradley

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Real Estate Investor Insider Secret #5: Write Your Postcard Copy with Enthusiasm 

Writing can be exhausting.  No, it’s not the same physically exhausting work that roofing or waitressing can be.  But, to produce effective copy, you absolutely must write enthusiastically.  And that means you have to give of yourself.  Your postcard campaign deserves – demands in fact – that  you write from a position of pure enthusiasm.

 To ensure that your copy is effective, you might even say you have to approach your writing with a certain degree of passion.  If you’re sitting snickering at this seemingly silly idea, don’t.  If you can’t generate a certain amount of excitement about  your service – in this case your real estate investing service – how could you possibly expect any other person to be excited?

Consider the mindset of the average person reading your postcard.  These days there exists a general cynicism about  advertising in general.  Couple this with a person’s natural resistance to the very idea of selling a family home – no matter how dire his finances might be.  You must be enthusiastic . . . highlight the benefits . . . create how this transaction can actually transform his life into something better.

In other words, you must – in order to be effective – create enough enthusiasm to overcome your reader’s natural hesitancy and cynicism toward advertising in general . . . as well as any personal objections to your offer.

When you create a passion for your product – as a real estate investor this would be the idea of selling a house and starting over – you’ll undoubtedly touch something within your reader’s spirit.  When you reach this point with your words, then your customer will be inextricably drawn to action.  Guaranteed!

Remember, though, I said at the beginning that copywriting can be exhausting.  In fact, this is a great way to test your writing.  If you’re not even a little bit tired when you’re through creating your copy, then maybe you haven’t generated enough enthusiasm.

Another valuable way of testing the true enthusiastic nature of your copy is to set it aside overnight.  That’s right!  Write it one day and just let it “settle” until the next.  The following day pull it out.  Reread it.  Does it still sound as good as it did the day before.

Don’t be too disappointed if it didn’t.  Many times, even for those professional copywriters who have been in the business for years, the copy fails this “overnight” test miserably.

That doesn’t mean you need to totally give up.  Failure, as you know, is not an option.  No you salvage what you can, tweak the copy where you need to and keep on writing.  Then again, you set it aside overnight and come back to it.

You may find after the “overnight’ test that you only need to create a few transitional phrases or rev up a few verbs to create a brighter, more vivid image.  Great.  If you’re satisfied after this minor editing, then you’re ready to take it to the printer.  By Mark Bradley

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Professional Real Estate Investors’ Secret Revealed:  The Art of Writing Naturally on Postcards

Writing on a postcard as naturally as possible is one of the most challenging tasks a real estate investor has to face.  You should be aware if your posts are coming across as hard sell because this would turn off any potential customers.

Do not be intimidated by the idea of writing.  If you put too much thought into it, it would come across as forced.  Practical and straightforward tips are usually more effective.

One way to overcome “writer’s block” is to record first what you want to write about.  This way, your thoughts are uncensored and consequently, get those creative juices flowing.

Go to a quite place where you can relax – probably your bedroom or living room.  Record your thoughts as if you were talking to a friend or an acquaintance.  But if you do not have a recorder, type your words on your computer as you speak them.

Since you are not filtering your thoughts and words, the post might appear disorganized to you.  Do not worry because you’ll edit this later on. 

As you go over through them, it’s time for you to edit your post so it will make more sense to you and to your customers.  It should appear as if the post is talking to someone, and that someone is your customer.

The reason why there are successful direct marketing campaigns is that smart real investors know how “to talk” to their customers as if they are relating to a friend or acquaintance.  This technique is one of the most preferred methods of most successful real investor gurus.

Uncensored thoughts and ideas are better than edited posts.  It doesn’t matter if you come up with a jumbled mess of information.    Bottomline is, you are generating original ideas which you can later edit.

Formal sentences are a big NO NO because you would appear fake and insincere. Write it as if you are talking to your friends in the real world.  Your friends would probably laugh at you if you use formal sentences all the time.

There is no grammar police to patrol your every grammatical error.  It’s ok to make grammatical errors as long as you drive home your point.

If you arrive at two or more versions, that’s great because you will have more options to experiment on.

Once you get the hang of “talking” to your customers, you’ll have an easier time launching a successful postcard marketing campaign.

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Professional Real Estate Investors’ Secret Revealed:  How Powerful Headlines on Postcards Can Create Strong Customer Response

Journalists never fail to stress the importance of a powerful headline.  If you fail to create a compelling headline, your audience will move on the next article that catches their attention.  This rule also holds true for real estate marketing investors especially when you are launching a direct marketing campaign.

You have to create stronger headlines for postcards because you have limited space to get your message across.

Your headline should be direct to the point but at the same time, powerful enough to grab your customers’ attention.  That is the trick why some real estate investors acquire new customers on a daily basis.

The most surefire way of creating a strong headline is to follow the WIIFM – What’s In It For Me – principle.  Remember, benefits first before features.

Take time and gather your thoughts.  Create a list on your customers’ benefits.  How will he benefit from your service?

Once you have sort out your ideas, it’s time to come up with a powerful headline.  Go over through them – not once, twice but many times.  One useful tip is to use the plural tense – that’s right – because it highlights the numerous benefits. Sprinkle with action words – these make your customers sit up and take notice.

Narrow down your list and pick the best headlines you have created.  It is advisable to start with a huge list of options because you will obviously have more choices as you narrow down your list.

You can also combine all the best headlines to create another powerful headline.  The more headlines you have, the better.

Do a split test.  Choose the best ones you have and use them for your next email campaign.  If your customer response increases, use the same headline for next time.  If it doesn’t work, use your second best.

It will take a lot of time and patience.  Remember, Rome was not built in one day.  You’ll have to do some trial and error at first but once you get the right “formula” everything will flow smoothly after.

In fact, you can even spin your own headline from the tips I’ve mentioned. 

Once you come up with the best and convincing headline, you’re on your way to achieving real estate success.

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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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