Oh yes. You've poured your heart and soul into your business. You've spent sleepless nights on ways to increase business. You've spent 12 16 even some 20-hour days working on keeping it alive. And now, I'm telling you, as you sit down to write your copy that it's all about your customer - not you. How dare I?
Ah, but it's so true. If you write your next mailing from the perspective of your ego, your reader will see what through this. Don't take this personally, but they really don't give a hoot about you. They don't care how long you've been in business. They don't care if you've won any awards. And they certainly don't care how many employees you do or don't have.
The recipients of your real estate direct mail don't care one whit about you. Heck, they don't know you. It's nothing to them if you are an award-winning realtor or not, or whether you have a hundred sales associates.
What they care about is about is getting rid of their problems or being happier. Hence, your real estate direct mail will only get their interest if you can offer a satisfying solution to their pain or difficulty in selling their homes fast and at a fair price.
And then guess who wins the "attribute war"? Certainly not you! But, if on the other hand, you can find a sensible, sane solution to their current dilemma, then you've just won their hearts, their souls (well, let's not go too far), but definitely their business.
Nobody wins in the eyes of the customer when it comes to self-promotions. There are too many good, great, well-experienced, and self-described men with integrity in real estate postcard marketing materials.
However, if you offer a believable and highly-desired solution to their problem in your real estate direct mail, then your prospects will give you a chance.
And to give your prospects their most desired solution, you need to know the background of their problem. Do they want a quick sale because of foreclosure, work relocation, or marriage?
The closer your real estate marketing material captures their specific problem, the closer you are to motivating prospects to engage with you and work out a deal.
Hence, before beginning your real estate direct marketing campaign, try to fully understand your customers. Find out what solution is highly desirable for them. And when you are writing your real estate direct mail, do not push your customers to know you. Focus on letting them know you get their situation and you have an offer that can swiftly and soundly eliminate their problems.
Ah, but it's so true. If you write your next mailing from the perspective of your ego, your reader will see what through this. Don't take this personally, but they really don't give a hoot about you. They don't care how long you've been in business. They don't care if you've won any awards. And they certainly don't care how many employees you do or don't have.
The recipients of your real estate direct mail don't care one whit about you. Heck, they don't know you. It's nothing to them if you are an award-winning realtor or not, or whether you have a hundred sales associates.
What they care about is about is getting rid of their problems or being happier. Hence, your real estate direct mail will only get their interest if you can offer a satisfying solution to their pain or difficulty in selling their homes fast and at a fair price.
And then guess who wins the "attribute war"? Certainly not you! But, if on the other hand, you can find a sensible, sane solution to their current dilemma, then you've just won their hearts, their souls (well, let's not go too far), but definitely their business.
Nobody wins in the eyes of the customer when it comes to self-promotions. There are too many good, great, well-experienced, and self-described men with integrity in real estate postcard marketing materials.
However, if you offer a believable and highly-desired solution to their problem in your real estate direct mail, then your prospects will give you a chance.
And to give your prospects their most desired solution, you need to know the background of their problem. Do they want a quick sale because of foreclosure, work relocation, or marriage?
The closer your real estate marketing material captures their specific problem, the closer you are to motivating prospects to engage with you and work out a deal.
Hence, before beginning your real estate direct marketing campaign, try to fully understand your customers. Find out what solution is highly desirable for them. And when you are writing your real estate direct mail, do not push your customers to know you. Focus on letting them know you get their situation and you have an offer that can swiftly and soundly eliminate their problems.
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