25 Your Guide to an Effective Real Estate Marketing: Focus on Your Customers, Not on Yourself
Aug 3, 2009 Real Estate Investments
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It’s easy to see why as a real estate investor, your real estate marketing copies are focused on yourself, your skills, and experience. Heck, you needed to prove these things to get investment financing and to get your business off-the ground.
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.
The recipients of your real estate direct mail don’t care one whit about you. Heck, they don’t know you. It’s nothing to them if you are an award-winning realtor or not, or whether you have a hundred sales associates.
Keep in mind that your prospects are in a dire situation and that they need solutions to their problems. Your goal is to provide them with the solutions on how they can sell their homes at a good price. They just want to read the solutions, not your personal backgrounds.
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.
However, if you offer a believable and highly-desired solution to their problem in your real estate direct mail, then your prospects will give you a chance.
But in order to do this, you must know well how their problem came about. They may want to sell their houses due to various reasons. It can either be because of foreclosure or a plan to relocate.
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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