Money-making real estate direct mails do not stray from the proven direct marketing formula. So although writing real estate postcard marketing content is challenging, investors need not feel lost because there are established marketing guides they can follow and perhaps innovate.
One of the most authoritative marketing formulas is AIDA. I am sure you have heard of it by now, but for the newbie this means to gain your prospects ‘attention’, then continue to engage his ‘interest’; amplify his ‘desire’ to sell their homes to you; and then to lead him to ‘act’ on this desire.
Unfortunately, even the best of us who write for a living sometimes neglect to emphasize the last component of a good sales letter, the call to action. Too often, we simply assume that we know what the consumer will do. The truth of the matter is that sometimes (most of the time, actually) we have to lead the reader to the final steps of our sales pitch: the call to action.
And if you’re new to the writing of marketing materials, you may even feel a bit shy about actually writing a call to action. It may remind you of those commercials on television. “And if you’re the first 200 callers you’ll also receive at”
Profitable infomercials usually have enticing ‘call to actions’. Hence, pay attention to developing the most enticing, exciting, and magnetic ‘call to action’ you can think of. If it’s attractively original, you can even make this ‘call to action’ your brand.
So to succeed in your real estate postcard marketing, get over your shyness about asking your clients to e-mail you, call you, or visit your website. Don’t waste your magnetic headline and great offer by having a weak call-to-action.
But more than asking them to act, you need to write your call to action so they feel it’s absolutely necessary that they act today. In fact, they need to act while they have that postcard in hand. Far too often with direct mailing the old adage of “out of sight, out of mind” applies.
If you can generate enough interest in your sales pitch to get people excited about the prospect of your service, then you need to capitalize on that while the individual reader has that postcard in hand. Don’t be afraid to urge him to pick up the phone right now.
You may want to learn from the call to actions used in infomercials and radio game shows that give incentives to the first batch of callers. If there ideas do not appeal to you, how can these ideas be innovated to fit your service and style?
Real estate direct mails do not have to be boring, matter-of-fact, and too formal. Instead aim to create excitement about your offer. Energize your prospects to contact you by paying special attention to making your call-to-action powerfully engaging.
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