Money-making real estate direct mails do not stray from the proven direct marketing formula. So although writing real estate postcard marketing content is challenging, investors need not feel lost because there are established marketing guides they can follow and perhaps innovate.
One of the most authoritative marketing formulas is AIDA. I am sure you have heard of it by now, but for the newbies this means to gain your prospects ‘attention’, then continue to engage his ‘interest’; amplify his ‘desire’ to sell their homes to you; and then to lead him to ‘act’ on this desire.
However, even experienced real estate direct marketing professionals don’t pay enough attention to fully developing their ‘call to action’ in their real estate direct mails. Don’t think that your call to action can already be inferred in the body of your letter. Make your call to action especially clearer and bolder in your real estate postcard marketing campaigns.
New investors are also usually diffident when it comes to the ‘call to action’ part of their real estate marketing. They may perceive this as a form of hard selling which their customers will dislike. But think about those effective infomercials on TV. Weren’t they able to sell millions of products within a few minutes?
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.
So to succeed in your real estate postcard marketing, get over your shyness about asking your clients to e-mail you, call you, or visit your website. Don’t waste your magnetic headline and great offer by having a weak call-to-action.
Your additional responsibility when developing your real estate postcard marketing campaign is to make it irresistible for your prospects to act right now. Think of ways to make them call you while they are still holding your postcard or direct mail. Because once they put it on top of their mail pile or drawer, you and your offer will be forgotten.
So use your customer knowledge and creativity to come up with a strong reason that will make people do what you want them to do.
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.”
Real estate direct mails do not have to be boring, matter-of-fact, and too formal. Instead aim to create excitement about your offer. Energize your prospects to contact you by paying special attention to making your call-to-action powerfully engaging.
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