In making your real estate postcard, you should be aware of the importance of including P.S. This two-letter initial can create an impact in your prospects mind.
Check your most recent real estate postcard marketing copy. Does it have a P.S.? If it doesn’t, in your next mailing just add a P.S. without changing anything else.
What should you say? What’s the one message you want to leave imprinted vividly on your reader’s mind. Put it down. Make that your P.S. It may be re-emphasizing your telephone number, it may be telling your reader about your incredible and generous offer again. It could be just about anything that you believe will persuade them to pick up that phone, call you and use your services.
Why is the P.S. such a fundamental fixture in the copywriting world? Simply because it works, it is also pure and simple. Statistics show that after the headline of your copy, your reader will immediately turn to see who has sent the mailing. And in the process, the reader then reads the P.S. This means that if you don’t use a P.S. you’re missing out on a vital selling opportunity.
So if you don’t include a P.S., your real estate direct marketing copy will not be as effective as you hope it would be. You will end up missing on important sales.
How do you make your P.S. more productive?
Second, you need to keep the P.S. simple and clean. This is essentially important in a postcard mailing where actual space is limited. Unlike some mailings, you don’t have the luxury of using eight pages to outline your offer. You must make it short and succinct. This means words are at a premium. And so is your P.S.
You may have noticed that some copywriters load the end of the letter not with just one of these messages but several. It’s almost as if you’re reading an entire recap of the letter. Don’t make this mistake. It just defeats the purpose of a short, sweet teaser.
Writing a P.S. in real estate marketing is vastly different from writing a P.S. as an afterthought in a personal letter. Like crafting a headline, writing a P.S. require several edits. You need to sift through several ideas before settling on what P.S. to use in your real estate direct mail.
Another effective method to writing your real estate postcard marketing copy is to first write the beginning of your copy (the headline) then the end (the P.S.) before tackling the middle. This helps in constructing a tight and sexy real estate marketing copy!