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prospecting letters: Marketing: Sending the wrong message is worse than sending no message - 05/02/12 01:15 AM
Why don't these marketers pay attention to what they're doing? This morning I (once again) received an email from a company that says they represent a network of 36.6 million people in the U.S. and Canada. Then they say: "We seek a preferred source to send our users on the major search engines for real estate in Indiana and surrounding markets."
So why are they writing to me? I don't sell real estate, I write about it. And Idaho is a long way from Indiana. Messages such as this make the sender look bad. It shows that they aren't paying … (7 comments)
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prospecting letters: Why you can sell in person, but your marketing copy fails: First, blame Mom - 01/30/12 03:06 AM
When you get face to face with sellers, you can get the listing. When you have a buyer, you're able to establish an instant rapport and guide them smoothly through finding and buying the perfect home.
But … when you try to write a prospecting letter, your efforts fizzle and your results are dismal.
Why?
The list of reasons has to be headed by your natural reluctance to toot your own horn. And for that, you have to blame Mom – or Dad – or any other adults who influenced your early years.
If you were raised … (6 comments)
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prospecting letters: Marketing Your Services - Remember You're Talking to Just ONE Person - 09/06/09 06:04 PM
You may have dozens of people - even hundreds of people - that you stay in touch with via your ezines, e-mail blasts, or newsletters.
But those people are ALL individuals. You need to write to them as such.
I cringe when I see ezines and e-mail campaigns that reference "All of you" or even "You guys." That doesn't make anyone feel special to you - it just makes them feel like they're part of a herd.
Today's technology makes it easy to customize your email messages with "Dear Sally" or "Dear Mr. Jones," and you should be doing that. But … (27 comments)
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prospecting letters: The Highest and Best Use - of Your Time: Should you be writing? - 08/24/09 03:02 AM
Is writing your own marketing materials the highest and best use of your time?
You as a real estate professional must wear dozens of hats. Some of them no one else can wear, but some of them could easily be placed on another head, freeing your time for those tasks you do best, and those that put the most $ in your bank account.
Talking to customers and clients face-to-face, for instance.
If you're just starting out and not very busy you can probably wear most of those hats yourself for a while - but even then it depends upon … (48 comments)
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prospecting letters: How to Write an Effective Real Estate Prospecting Letter - 05/14/09 10:59 PM
The impression you make with potential listing clients has always been important - and in this market, it is vital.
When you mail a prospecting letter it may be the only impression your prospect has of you before making a decision. So...Your letters need to convey the message that you are the top agent in your niche and you will make things happen for them.
One way to show them how you can market their homes well is by proving your marketing expertise via marketing yourself well. Think about that for a minute.
Why should a seller trust you to … (21 comments)
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prospecting letters: Why You Can Sell in Person, But Your Marketing Copy Fails - 04/07/09 12:45 PM
When you get face to face with sellers, you can get the listing. When you have a buyer, you're able to establish an instant rapport and guide them smoothly through finding and buying the perfect home.
So why do you have such trouble finding those buyers and sellers? Why does your written marketing fail?
You may be using the same tired formula that all agents use: The "here I am" block ads, and prospecting letters that basically say "I'm a Realtor and I'd like to list your house."
This formula doesn't give your prospect even one reason to think that you … (6 comments)
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