It’s easy to see why as a real estate investor, your real estate marketing copies are focused on yourself, your skills, and experience. Heck, you needed to prove these things to get investment financing and to get your business off-the ground.
However, you should step away from this self-promotion mode when you write your real estate direct mail. At this point, the focus should be turned to your prospective customers and away from you.
The recipients of your real estate direct mail don’t care one whit about you. Heck, they don’t know you. It’s nothing to them if you are an award-winning realtor or not, or whether you have a hundred sales associates.
Keep in mind that your prospects are in a dire situation and that they need solutions to their problems. Your goal is to provide them with the solutions on how they can sell their homes at a good price. They just want to read the solutions, not your personal backgrounds.
So do you see why self-promotion would not work to interest your prospects? Whatever good thing you can say about yourself, have already been said by other investors about themselves.
Self promoting is not good way in winning the vote of your prospects. Real estate marketing industry is full of self-proclaimed skilled and talented investors as written on their postcard marketing materials.
That’s their problem. And that’s exactly the problem you need to solve for them. And you need to, in the process, that you’ll treat their home with the love and respect with which they’ve given it for so many years.
Remember, when you write your copy, you’re not offering to buy just a house, or a structure. They need to sell their home the very house that contains so many wonderful memories.
The closer your real estate marketing material captures their specific problem, the closer you are to motivating prospects to engage with you and work out a deal.
So before finalizing your real estate direct mail, make sure that you are aware of the backgrounds of your prospects so you can come up with the precise solution to their problems. Your copy must not focus on you. Make them feel that you understand the situation they are going through and that you have the solution they’ve been looking for.