any real estate agents you've lost them.
are taught to market
themselves in watered-down Here's a mental exercise that
fashion. They're taught to spend will help you visualize the
a lot of money sending postcards importance of a strong offer:
to their farm area with a message
no stronger than "I sell homes Picture one of your prospects
... can I help you sell yours?" standing beside a mailbox.
Then these same agents wonder why Let's say it's a woman dressed in
they get zero return on their business attire and balancing a
marketing dollars. bag of groceries under one arm.
While you're at it, visualize the
It's time for some hard truth. In rest of the scene -- the color of
marketing, strong offers will her hair, the weather, the white
pull a strong response. Weak two-story colonial behind her.
offers will pull a weak response.
The two are directly Now visualize the four catalogs,
proportional. And real estate three bills and two marketing
marketing is no different -- you postcards she just pulled from
have to make an offer if you the mailbox. Your postcard comes
expect any kind of response. out next.
Remember this acronym: WIIFM. She shakes her head and says,
What's In It For Me? That's what "Another real estate postcard?
your prospects want to know, That makes nine this week! Well,
right from the start. So if you let's see if this one's any
delay in answering this question different." And she proceeds to
by burying your offer -- or give your card a generous three
worse, by not even having one -- seconds of her attention.
value to your recipients. In
That is the primary obstacle you marketing terms, expensive and
must overcome. That is why you valuable are two different
need to constantly strengthen and things.
test your offer. That is why you
need to build stronger A "report card" of local schools
relationships through value-based wouldn't take much time to put
marketing. together, but you can bet folks
in the neighborhood (or moving
Principles of a Good Offer: into the neighborhood) would be
interested in it.
* Valuable to the recipient.
You could also put together a
* Relevant to your services (to booklet called "Tips for Sellers
qualify prospects). - 25 Ways to Improve Your Curb
Appeal" without much trouble. But
* Highly visible on the marketing I guarantee anyone thinking of
piece (as not to be missed). selling would want a free copy.
* Clear and straightforward (as Conclusion:
not to be misunderstood).
The "no-obligation consultation"
* Repeated more than once (in the can no longer stand on its own as
headline, graphic and copy for an offer or initiative. It will
example). not spur anyone to act. It's okay
to use it as a supporting offer,
What Can You Offer? but you need to include something
of real value if you expect any
You don't have to offer anything kind of response. Give your
expensive, just something of real prospects what they want, and
you'll thrive. Deny them at your
expense.
About the Author:
Brandon Cornett has worked as a marketing manager for a direct mail company serving the real estate industry since 1986. He now dedicates his time to helping real estate professionals improve their marketing. His "Modern Guide to Real Estate Marketing" and his free newsletter are available at: http://www.ArmingYourFarming.com
Source: www.isnare.com
