Know Your Customer Before You Write Your Postcard
By: Mark Bradley | Posted: 10th September 2009
Ah! Now we’ve come to a vital concept in your direct-mail postcard campaign. In order to write the most effective copy for your real estate investing firm, you must know your customer.
Oh, I could tell you in general terms about his desires . . . his needs . . . and even his motivations. Or you can sit back in your chair, staring at your computer screen and idly construct your typical customer. But in the long run neither of these helps you much.
Oh, sure with enough trial and error you may end up getting pretty close to targeting him. But what I’m about to suggest is a little . . . well . . . unconventional.
If you’ve already sent several mailings out and have received some interest, perhaps you’ve already met with some potential customers face to face. And no doubt discussed business.
But the next time that telephone rings with a potential client on the phone, don’t visit him with the intention of making a sale. Knock on his door with the intent of learning what he really wants. That’s right!
Toss the sales script out of the car window on the way over to his home. Sit down with him one on one and discuss why he wants to sell . . .also discuss why he resists selling. Get to know this one customer as a person.
Yes, perhaps this is a revolutionary approach. And perhaps you won’t make a sale in this particular instance. But that doesn’t mean that your time hasn’t been invested wisely. Because as you’re about to discover, it has.
When you return to your office after finding out everything you can from this indivdiual – including how he found himself in this position, what he intends to do after the sale and, if he’s willing to share, how this situation is affecting his life and that of his family – write it all down. (And don’t worry, the odds are great he’ll share this information with you. Especially if you express a sincere interest in him. He’s probably been waiting for someone to talk to.)
You see, you’ve just discovered “his problem.” Your job is to offer him a solution. And that should be the major focus of your next postcard campaign. Write your copy to solve this person’s problems. Don’t worry that your card isn’t going to just him. Rest assured that his concerns, emotions and intentions are echoed throughout your territory by many others.
Take a good look at the mailing list you’re intending to use for this mailing. It’s not a list of names. It’s a list of people. People whose lives are in transition. What can your firm offer them that will eventually not only take the burden of the house off their backs, but start them on a new road to success?
If you can write copy that conveys this message, then you’ll have people ringing your phone like crazy. And isn’t that the bottom line of your postcard campaign after all?
But wait, there’s more. If you can see yourself getting ahead in your business, then I would like to invite you to check out your Free X-Factor profit files and 15 Free Web 2.0 Blogs a $375.91 Value!
About the Author
Mark B. Bradley is a leading real estate investor and marketing consultant. Mark started out in the Engineer Planning Division of MacDonnell Douglas Aircraft. Company. As a liaison between aircraft test pilots and the engineers, in the flight simulation department. He worked with computer technology helping the engineers and pilots in the simulation department.
He worked with computer technology helping the engineers, pilots, and planners communicate with the high tech systems of flight simulation.
Mark then took his expertise into investment real estate. He has more than 20 years of real estate investing experience. Mark went on to own four multi-million dollar apartment complexes. A high-rise luxury condominium building, Two Town Homes in Vail Colorado, and a beautiful 11 acre min-ranch over-looking the Majestic Eagle River in Colorado.Plus may other entrepreneurial ventures.
He is now semi-retired and works at home few hours each morning. When is not skiing in Colorado coaching his kids on their soccer team.
Mark’s latest project is to pass on years of closely held secrets of successful real estate Investing. And how to use the latest secrets in social marketing and web 2.0 to leverage higher profits in the post real estate crash years.
Know as the “Real Estate Web 2.0 Guy”Mark has created >>>Real Estate Web 2.0 Secrets>>> The X Factor Real Estate Web 2.0>>> Custom Wordpress Real Estate Web 2.0 Blog Themes>>>> Real Estate Web 2.0 Video Coaching
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Tags: intention, computer screen, real estate, no doubt, motivations, direct mail, desires, odds, trial and error, car window, sales script, mail postcard, telephone rings, revolutionary approach, typical customer, postcard campaign