I’m sure you can recall many incidents in your life that you made a wrong move because you didn’t get to know the person first. Unsuccessful real estate postcard marketing is similar to failing to start or keep the conversation going with a person you like because you didn’t know what he or she wants.
Oh, I could tell you in general terms about his desires, his needs, and even his motivations. Or you can sit back in your chair, staring at your computer screen and idly construct your typical customer. But in the long run neither of these helps you much.
Oh, sure with enough trial and error you may end up getting pretty close to targeting him. But what I?m about to suggest is a little, well, unconventional. If you?ve already sent several mailings out and have received some interest, perhaps you?ve already met with some potential customers face to face. And no doubt discussed business.
But the next time that telephone rings with a potential client on the phone, don’t visit him with the intention of making a sale. Knock on his door with the intent of learning what he really wants. That’s right!
Toss the sales script out of the car window on the way over to his home. Sit down with him one on one and discuss why he wants to sell, also discuss why he resists selling. Get to know this one customer as a person.
Yes, perhaps this is a revolutionary approach. And perhaps you won?t make a sale in this particular instance. But that doesn?t mean that your time hasn?t been invested wisely. Because as you?re about to discover, it has.
Since time is a valuable commodity for real estate investors, you may be reluctant to insert this additional step in your real estate marketing campaign. But if you make this strategy part of your real estate direct mail campaign, your increased response rate and sales leads will more than pay for your additional investment in time.
You see, you’ve just discovered “his problem.” Your job is to offer him a solution. And that should be the major focus of your next postcard campaign. Write your copy to solve this person’s problems. Don’t worry that your card isn’t going to just him. Rest assured that his concerns, emotions and intentions are echoed throughout your territory by many others.
What you will have is a more detailed and personal narration of your prospect’s problem. Your task right now is to offer a benefit that is tailored-made to solve this specific problem. And in your next real estate postcard marketing campaign, base your copy on this specific problem and solution. You can use this because many other people in your mailing list have similar experiences and problems.
Going to a meeting with your prospect to get to know him and not close a sale, has helped you see the person behind the customer information you have in your real estate marketing database. In some ways, your increased empathy with your customers can also positively change the way you provide and not just market your services.
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