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?
One way to do this is to check whether your copy adheres to Joe Vitale’s 4 keys to effective copywriting.
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.
Your copy must also contain the Promise key. Make sure that your customer would feel that there is still hope and that you can provide the solution to his problem. Make a promise that you can get rid of his real estate problem and that your expertise and knowledge would save him from his plight.
After making a promise, make sure that you have the Proof key. You must back up all your promises with a solid proof that you can definitely provide the solution. A proof key will separate you from the other investors who may have already contacted your customers before.
Your proof key in your copy must have testimonials from previous customers whom you have helped in selling their home at a good price. If you include some of the success stories of people like them, your prospect will be moved to believe that you are the real deal.
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?
Topics: Faces, Prospects, Marketing Campaign, real estate marketing