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?
However, you should step away from this self-promotion mode when you write your real estate direct mail. At this point, the focus should be turned to your prospective customers and away from you.
Okay, you ask. What exactly do they care about then? They care deeply about find a solution to their problem. And their problem right now is that they have a house that won’t sell. They may even have a house that is approaching the foreclosure stage. Now that’s their problem.
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.
Potential customers are turned off by real estate marketers who tens to self-promote instead of giving the solutions once and for all. Avoid imitating other investors who constantly say something good about themselves.
Why do people want to sell their houses quickly. Yes, sometimes it’s because they are looking at foreclosure. But sometimes it’s because one partner has been transferred. The family can’t afford to buy another house in another state or city until the first one sells. They’re anxious to sell to reunite the family and reduce expenses.
The key is that you must come up with a credible offer that would make your prospects consider. If they think you have the solution they need, they 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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