Real Estate Investor Insider Secret #7: If At First You Don't Succeed, Mail and Mail Your Postcard Again
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by: M.Bradley
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Word Count: 538
Dont mistake credible copywriting with a dry copywriting. Real estate marketing materials should satisfy both our human need to make rational decisions and our human nature to make emotional decisions.
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 that doesn?t mean you throw everything out. Direct marketing is a complex business. And while I wish I could call it a science like chemistry it isn?t even close to that. If you put two molecules of hydrogen with one of oxygen, you?ll come up with water H20 ? every time, without fail.
Nope. Direct marketing just isn?t that precise. I suppose it?s more of an art, or a craft ? or some of the very best marketers work on their hunches. This won?t help you at all ? especially if you?re in the ?start up? phase of your business.
Never assume that emotional marketing only applies to consumer purchases. Especially today, emotions in the real estate market are high. Your real estate direct marketing communication with your customers should aim to reduce their fears and increase their optimism about the benefits you offer.
One classic example of the power of emotional marketing is the1960 presidential debate between Nixon and Kennedy. Radio listeners, who were only given the opportunity to focus on the arguments of the debate, picked Nixon as the winner. However, people who watched the debate on TV picked Kennedy instead because he was more emotionally and visually appealing on screen.
Quite frankly, if he?s never heard of you or your firm before, he may just be wary of your intentions, your honesty and the risk involved. The point is, don?t take a no response as a sign of your customer not being interested. Of course, there may be other reasons why your mailing didn?t pull as you thought it should. And these very well may be associated with your headline, your message, or your list itself.
This election also revealed the nation?s growing preference for positive emotional appeals, as against negative emotional appeals. Hence, do not minimize the importance and credibility of emotional marketing.
And don?t be afraid to mail these out to some of the same people. Many people may not buy the first time around because they?ve never heard of you. But if you consistently put your name in their mail box, then they?ll come to know you as that real estate investor. And then -- merely because you have that sticking power ? they may call you when all their ducks are lined up in a row and they believe you can help them.
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!
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