If you don’t pass the ball to the MVP, you don’t win the game. In real estate direct marketing, if you don’t focus on your prospective customer, you lose business opportunities. Hence, don’t place yourself in the center of your real estate direct mail by using a lot of space to tout your achievements and qualification.
Your offer should be something useful to them. Strip it down to the basics; your customers do not care about the glitz and glamour. The benefits are what the customers are after, not the features. WIIFM is a clearcut guide on how to distinguish the benefits from the rest.
And you probably nodded and went on your way, only later wondering what the real difference was between a benefit and a feature. That’s exactly where WIIFM comes in loud and clear.
A benefit answers the question: What’s In It For Me? When you tell the potential seller what he can gain from this arrangement, then you have him thinking about selling. Far too many real estate investors spend far too much time telling the seller about his business.
Just listing what you can do and have done for others in the past is not good enough in real estate marketing. The question in the mind of your prospective customers is, “How can you help me with what I need right now?” Hence, you need to change the angle from you are the best realtor, to offering benefits to your prospective customer.
If you provided an answer for the question What’s In It For Me, you are on your way to success. But you also have to remember that it’s not as easy as it sounds.
Answer that question for him and you’re succeeding in your marketing campaign. It’s not a simple question to answer – not when it comes to real estate investing. You must consider exactly what your customer wants.
So think of benefits to your customers when you write your real estate direct mail. Another way to do this is to think of what you can offer that will make your customer feel good. Take your real estate direct marketing to another level by helping your prospective customer see how you can help them ‘win over their problem or score higher points with your offer’. Benefits make your customers feel good, but framing your offer as ‘achieving victory against a challenge’ helps intensify the good feelings.
So how can you make your customers feel better? Is it with more cash in their hands? Yes. But it could also mean, increasing their feeling of security that their houses will be sold quickly or by responding to their emotional need to preserve their homes.
So to succeed in real estate marketing, don’t make yourself the MVP in your real estate direct mails. Make your prospective customers the MVP to get a higher response rate and achieve more wins in the tough game of real estate investing.
|
|