Submitted by: Simonn Machariaa
Success in real estate investing largely depends on successful marketing of your business. Targeted direct mail delivers excellent results as long as two conditions are met:
1) That your leads are well targeted – for instance, if your audience is motivated sellers, they must people that NEED to sell their houses
2) That your direct marketing piece – post card or letter stands out from the rest and convinces them to take action NOW
This article focuses on how to guarantee success of your direct marketing campaigns.
Laser targeted leads
If your leads are not well targeted, you are unlikely to get good results.
For example, when targeting motivated sellers, you must target
i) People who really NEED to sell their houses – such as people going through divorce, bankruptcy, probates, burned landlords, expired listings, etc. In other words, you must target people who find that they must get rid of their house to get back to normal life
ii) Specific neighborhoods and price ranges – your business model is the most likely determining factor for this
iii) Equity – the houses you buy probably need to have some equity In this case, someone who refinanced or bought their house last year may not be your best bet
Unique marketing proposition
If your marketing piece looks like all the other “We Buy Houses” mail, the response you get is likely to be minimal at best. Your marketing must stick out from the rest:
i) Noticeable mail piece – use post cards with screaming colors. Red, yellow, green and blue seem to give me excellent results in my marketing. In other words in a pile of mail that motivated sellers receive, they must be able to instantly pick yours out of curiosity.
If you send letters, they must stick out from all the other bills, and junk mail they receive every day. For example, using a regular envelop hand-written in red and a big postal stamp gets excellent results.
You can also use odd-sized or colored envelops to increase noticeability.
ii) Powerful headline – it must compel the reader to continue reading
iii) Personalized – whenever possible, your letters should be fully personalized. They must feel you are addressing their personal needs
iv) Powerful content – you must state the problem and provide a solution powerful enough to agitate the reader to really NEED what you are offering
v) Benefits – The solution you offer must include benefits of taking up your offer. They must see you as the only person who can help them. You must create an offer they cannot resist
vi) Deadline – you must have a deadline in all your marketing materials.Give a specific date. You can tell them you will buy only one more house. This gives them a reason to act NOW!
vii) Call to action – what do they need to do next? Go to this website and sign up. Pick up the phone and call this number now. It must be precise and direct
viii) P.S. – most people start with the P.S. before they look at anything else. It needs to re-state the benefits, deadline and call to action to be effective
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