Real Estate Investor Insider Secret #7: If At First You Don’t Succeed, Mail and Mail Your Postcard Again
Dont mistake credible copywriting with a dry copywriting. Real estate marketing materials should satisfy both our human need to make rational decisions and our human nature to make emotional decisions.
You?re probably thinking that if your direct-mail postcard campaign didn?t work initially, you may have done a few things wrong. And that?s all together possible. Let?s face it; no one performs without flaws the first time around.
However, don?t let this mislead you into thinking that logical reasoning alone can persuade people to accept your offer. Do not send your target market a real estate direct mail that only lists the practical benefits why they should sell their home and not the emotional benefits.
Hence, influencing your target market will require you to write a real estate direct mail that creates an emotional affinity with your prospects. So what are these possible benefits that can appeal emotionally to your prospect? You can read more articles on motivation but what I can give you right now are financial security, freedom from worry and fear, increased self-esteem, social status, and etc.
Never assume that emotional marketing only applies to consumer purchases. Especially today, emotions in the real estate market are high. Your real estate direct marketing communication with your customers should aim to reduce their fears and increase their optimism about the benefits you offer.
If you?re reading this, thinking that this ?rule? doesn?t apply to the real estate market, you?re only fooling yourself. Emotions play a powerful role in every single decision we make ? even those that aren?t really consumer related.
One recent example of the successful application of rational and emotional marketing is the 2008 Presidential Elections. Whether you are an Obama supporter or not, Obama?s emotional charisma and poise overcame rational arguments against his lack of experience.
The debated was not only broadcast on all three (and yes there were only three) television networks and all the radio stations as well. Afterward, voters were asked who had won the debate. Those who had listened on the radio said it was Nixon ? hands down.
And don?t be afraid to mail these out to some of the same people. Many people may not buy the first time around because they?ve never heard of you. But if you consistently put your name in their mail box, then they?ll come to know you as that real estate investor. And then — merely because you have that sticking power ? they may call you when all their ducks are lined up in a row and they believe you can help them.
So do not forget to use emotional persuasion in your real estate postcard marketing campaigns to increase your response rate!
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