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 most common problem we encounter when writing our real estate marketing copy is how to properly relay our thoughts to written words. Sometimes even if we already have an idea about the message we want to tell our potential customers, we still find it hard to translate them into proper order. It is therefore recommended that you begin the process by simply writing down your ideas. Afterwards, you can just arrange them in the right order.
You can simply start by writing your copy while keeping in mind the AIDA formula which stands for Attention, Interest, Desire, and Action. Make sure that you capture the attention of your customers right away by stating your services in an attractive way. Inform them about customer benefits and provide all the answers you think your potential customers have in mind.
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.
Next, with your scissors, cut the document into distinct paragraphs with the sub-headlines included. Of course, each of these paragraphs should contain coherent sentences.
Now read through these again. And now that these are separate pieces of paper, decide if you want to keep these paragraphs in the same order. You may decide that you’ve mentioned your offer to early in your letter. Take that paragraph and others dealing with the offer and place them behind others.
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.
So what was usually a stressful real estate marketing task filled with several start-and-stop moments, has now become manageable and smoothly flowing.
Isn’t this the experience all of us wish to have when working on our real estate marketing campaigns?
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