The success of your real estate card will be determined in the first 30 seconds when your prospect gets hold of it.
That’s right! It’s that crucial period when your reader gets his first look at your message. In those brief 30 seconds (at most) he either decides he’ll read on (still with no guarantee of action, though) or he’ll toss it the card in the trash.
Although there is no absolute guarantee, below are some effective suggestions:
Write an unforgettable real estate postcard marketing copy. You need to rephrase your offer in an unexpected way. We all take a longer look at the blue skinned-man in Jerry Springer; dates who don’t carry cell phones; incredibly beautiful and incredibly ugly people because we don’t usually encounter them.
Make it memorable. Do what it takes to make your copy and your postcard stand out. One writer has called this the purple cow effect. When you drive in the country you’ll pass cow after cow. And every single one of them is black and white, brown or some variation of that. But when you pass a purple cow, you’ll stop your car and say “Wow!”
So make sure to come up with something new and different that your customers haven’t seen or read before. Why not incorporate your own personal message? People find this more appealing and sincere than the usual formal offers.
You offer should be credible. It is important that your prospect will be convinced about your offer. In order to do this, include testimonials from previous customers who benefited a lot from your offers. They would be more convinced if the people making the testimonials are from the local area.
Harness your emotions and positive energy to electrify your real estate postcard marketing copy. You should not write your real estate direct marketing materials if you are not enthusiastic about your offer. If your offer doesn’t interest you, or you don’t think it’s good, then it won’t be effective.
You need to apply all the above principles to writing your real estate marketing headline; sub-headings in the body; and P.S. because these are the areas where your prospects will focus on the first 30 seconds of holding your real estate direct mail.
Yes, you can get your reader’s attention in this short of time. And once you have it, then you can knock their socks off with your valuable – indeed, one-of-a-kind – service. Go ahead. Go be the purple cow of direct mailing!
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