When we're not servicing our clients most of us are busy doing what we in the industry call "lead generation". You know, keeping our already busy day busy with generating new clients to service and keeping the ball rolling (okay, a girl can hope).
I believe in using a wide variety of resources when it comes to finding new Sellers to assist, one of which is postcard mailings. I know a lot about advertising and what tends to capture the eye and I've used that knowledge to aid in the success of my real estate business.
I've held many seminars in Camarillo, CA for the public regarding foreclosure prevention and I'll often advertise it in the local newspaper and send out postcards announcing the date as well. I carefully spell out (in a limited space) what the seminar will provide and I include the typical "call to action".
I recently ran a list of 30 to 60 day lates in Camarillo. The list was quite large and I sent a postcard to each homeowner informing them of my success in foreclosure prevention with a call to action of simply phoning me for a private appointment as I wanted to be sensitive to the nature of the subject and give the public an opportunity to gain insight to avoiding foreclosure on a private level.
I got ONE call. You and I both know it "only takes one" so when my phone rang I was ready to help. Okay, I wasn't exactly ready...my Bluetooth had gone out and in California that's a big no no when driving a car so I quickly whipped a u-turn (legal) and came back to my office parking lot to take the much anticipated call.
Little did I know, the caller found my postcard immensely offensive. He wanted to know where I got his name and address, he asked how could I be so cruel as to have a home on the front of the postcard with a for sale sign posted with a foreclosure sign rider. I took a deep breath and first and foremost apologized if I had in any way offended him as it was my intent to help, not hurt him. I then pointed out that I used bold lettering to state "Prevent Foreclosure" (not pictured here) on the front of my card as I did have some reasonable answers to lender acquisition. He refused to accept my first apology.
I listened some more while the caller informed me that I was insensitive and that he resented the postcard advertisement sent to him. Again, I apologized and stated that was not my intent. I went on to inform him that I've helped save many homeowners, maybe even his neighbors, from foreclosure and was merely sending him a solution to his problem. Apology rejected, again.
I finally realized that we were rapidly going nowhere and I asked that he kindly give me his name and I would make certain that he never receive another postcard from me again. His answer? "No, go ahead and waste your money!" I offered one last apology and then we said our goodbyes.
Can you say "reverse caller look up? I went home, determined to not take this distressed homeowner's call personally, and I removed him from my mailing list.
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