25 Your Guide to an Effective Real Estate Marketing: Focus on Your Customers, Not on Yourself
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?
Ah, but it’s so true. If you write your next mailing from the perspective of your ego, your reader will see what through this. Don’t take this personally, but they really don’t give a hoot about you. They don’t care how long you’ve been in business. They don’t care if you’ve won any awards. And they certainly don’t care how many employees you do or don’t have.
Any reader would notice if your writing seems to focus on yourself. Trust me; they really don’t want to read anything about you. Your achievements don’t really matter to them. So avoid talking about yourself and start focusing on them instead.
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.
So do you see why self-promotion would not work to interest your prospects? Whatever good thing you can say about yourself, have already been said by other investors about themselves.
Nobody wins in the eyes of the customer when it comes to self-promotions. There are too many good, great, well-experienced, and self-described men with integrity in real estate postcard marketing materials.
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.
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.
Instead of being the Man of Steel, try being a compassionate listening friend who can help them out of a tough situation. Then you’ll see how much more effective your mailing has become.
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