Usually, a professional real estate investor has the ability to perform numerous tasks in one day. But not everything will fall into proper place in each deal.
It’s an entirely different story when it comes to preparing the materials in real estate direct marketing. Make sure that your offers don’t have too many options. It is important that your potential customers will not get confused with too many ideas in your copy.
Effective real estate direct mails zoom in just one or at most two ideas. The benefits of this idea(s) are convincingly discussed in the copy.
And your postcard mailing for your real estate investment firm is no different. Sure, you may have drawn up a list of 10 or even more reasons why your customer may want to use your services. But don’t use every one of these in your mailing. Save them for a White Paper report or a free marketing update.
Stick to only writing you’re most competitive with to gain benefit in your real estate postcard marketing copy. Why should the home seller close a deal with you? Answer this one key question, instead of dumping too many standard benefits on your prospect.
Oh, sure, all of the others you’ve listed are good. But you need to select the best of the best. Then you do your best to ensure that your reader understands this single benefit is the key to their happiness.
You may need to write your copy several times over to ensure that you’ve honed your own intent on this focus. You may even want to set the copy aside overnight. That’s fine! Take that advice of sleeping on it literally. Reopen the document the next morning. Does it still have the same intent and focus that you thought it did the night before. If it does, run with it. If it doesn’t, then refine it even more.
You can’t be too quick to approve your copy either. You need to put it away for several hours or even a complete day before you can check it again and see it as powerfully persuasive as your thought it was.
In creating your real estate marketing postcard, you’re like copywriting it under a microscope. Make sure that your potential customers will see clearly what your offer is in an appealing way.
Hence, when writing your real estate direct marketing copy, resolve to focus your prospect’s mind on your most competitive benefit. Don’t blur their minds with multiple benefits and offers. Help them clearly see instead the exceptional value of your single offer.
|
|