19 Your Guide to an Effective Real Estate Marketing: Direct Mail Copywriting Made Simple
Granted, this is not advice you’re about to hear every day when you embark on a postcard mailing. But it is, in my experience, some of the most valuable experience around. I adapted this very clever idea from a journalism professor I had in college who had worked for The New York Times. I figured if it was good enough for him (as well as The New York Times); it was definitely good enough for me.
The idea is simple. The premise rests on the fact that most of us know what we want to say. And we can say it, but we don’t always say this in the proper order.
So when you begin writing your real estate marketing copy, just put everything that answers the AIDA marketing formula (Attention, Interest, Desire, Action). Some of the basic features your real estate direct mail should contain are the attractive offer, persuasive customer benefits, and the ‘because’ answers to your prospects questions.
Sub-headlines are also important to make your copy work. Once you have completed everything and you think you have provided enough information for your customers, you can now print the copy.
Take your printed copy and use your scissors to cut it into different pieces of paragraphs. Make sure to include the subheads in each paragraph piece.
Next, try to read the document once more. You can now decide if you want to reorder the paragraphs or keep it that way. Make sure though that the entire document is coherent and has a clear information about your offer.
Afterwards, read the copy once more and try to see something to improve on. Make sure that each paragraph has proper transitions or you can substitute some words that you think would suit best. The purpose is to energize your real estate direct mail to make it more appealing to your customers.
But it doesn’t stop there. You still have to revise the copy until it has a better flow. Repeat the whole process and print another copy in order to see if you can still improve it. You can modify some changes in a sentence or the whole paragraph. Exclamation marks can also be placed properly for a more animated copy.
Go ahead. Make all the revisions you need to. If after that you think your copy would benefit from another printout and another round of jigsaw puzzle working, and then by all means do so. Before you know it, you’ve painlessly and nearly effortlessly, created an effective postcard mailing.
What at one time appeared to be an overwhelming task and simply out of your grasp is now tamed and brought under control. Don’t you wish everything worked like that?
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