Real estate investors usually consider multiple strategies in a single deal and multi-task several activities in one day. And there are moments, where everything becomes a blur.
It’s an entirely different story when it comes to preparing the materials in real estate direct marketing. Make sure that your offers don’t have too many options. It is important that your potential customers will not get confused with too many ideas in your copy.
Always keep in mind that the best way to relay your message to your prospects is by focusing only in one or two important ideas. The content of your copy must explain the benefits of the ideas.
Even if you have several persuasive benefits to tell your customers, don’t use more than two of them in your real estate postcard marketing copy. Just file these ideas away, for your succeeding real estate direct mails or free reports. As of now, only use your most compelling benefit.
Once you picked the one you think is the most forceful benefit and appeals to your prospects the most, you must stick to it. You must be direct to the point when discussing the benefit and avoid integrating additional ones. Two ideas is the maximum.
Make sure your prospect will feel that the benefits he can get will bring relief to his dilemma. An effective real estate direct mail that is consistent with one or two ideas will help.
You may need to write your copy several times over to ensure that you’ve honed your own intent on this focus. You may even want to set the copy aside overnight. That’s fine! Take that advice of sleeping on it literally. Reopen the document the next morning. Does it still have the same intent and focus that you thought it did the night before. If it does, run with it. If it doesn’t, then refine it even more.
Think of your postcard mailing as a magnifying glass. It’s the vehicle that’s going to amplify and enlarge your business purpose to your readers. When you were a child, did you ever play with a magnifying glass to try to set a piece of paper on fire? Well, this is exactly what you’re trying to do with your mailing list right now.
You can approach copywriting for real estate postcard marketing as high-resolution writing. Your short copy should be able to give your prospect an amazingly clear understanding and tantalizing view of your offer.
Forget about offering them alternative ideas. Just give them one good offer they can’t refuse. Then sit back and wait for the flood of results.