When reaching out to distressed homeowners in pre foreclosure, one popular marketing vehicle is a postcard, because they are cheap to print, cheap to mail, and a postcard doesn’t have to be opened – they stare distressed homeowners in the face. Yet despite the advantages of this “tiny billboard”, there are potential pitfalls to avoid. In this post, I’ll hopefully give some insight when planning a postcard campaign to upside down, struggling homeowners that are eager for hope and solutions.
Focus on Benefits, Not Features
One of the biggest mistakes we’ve seen with postcard campaigns is the tendency to focus on features, which talk bumpkins about the REALTOR. The reality is, the homeowner doesn’t care about you, your expertise, your training, how big you are, how many homes you sold, or what association you are a member of. Let’s say you helped 28 homeowners avoid foreclosure last month, or you are a member of the Better Business Bureau, or you completed a course on short sales. That’s great, but it doesn’t answer the homeowner’s only question – WHAT’S IN IT FOR ME? People buy on emotion and justify it later with logic – they’ll come back to your credentials later, according to world renowned sales trainer Zig Ziglar.
While features are the language of logic, benefits are the language of emotion. Here’s some examples of benefits:
“Get a good night’s sleep for the first time in six months”…
“Move on to build better memories”…
“Stop harassing collection calls”…
“Lift a ton of bricks off your shoulders”…
“Help your family”… etc.
In another post, we showed an example of one client’s postcard that did a good job focusing on benefits, and it paid off. > See her postcard here
The point to get here from 40,000 feet is that you should talk less about you and more about the homeowner that is experiencing a very difficult period in their lives.
Postcards Will Not Close The Sale
Not much can be fitted on a 4 1/2 by 6 postcard. The objective then of a postcard is to tease the homeowner and encourage them to learn more. In our view, the best call to action is to drive them to a landing page, where they can access something of high perceived value, such as a free report. Once on your landing page, you can capture the homeowner’s contact information and nurture the lead with “drip” marketing.
People Respond To Repetition
If you send one postcard one time to one list, hopefully you can get a deal. One listing will pay for the postcard campaign and put money in your pocket. But the reality is marketing has never meant to be and never will be a one-shot deal. To create big, predictable results, you have to market your services repetitively and be “in the face” of your listing prospect with several touch points. It’s like a parent that finally gives in to repeated requests for a new toy, a piece of candy, or permission to stay up late. Distressed homeowners are the same way. The best results come from multiple mailings. Through repetition, you establish familiarity, which in turn builds credibility, which in turn builds trust. You then have more of a licence to call the homeowner or knock on their door.
Use Creative Calls To Action
While you ideally want the homeowner that is falling behind on their mortgage payments to call you, the reality is many of these homeowners will not immediately pick up the phone and warm up to a stranger that has sent one post card. Yet those homeowners that would not otherwise pick up the phone will feel feel more comfortable going to a landing page where they could download a free report on the 5 things they should never do if they fall behind on their mortgage payment, or a leery homeowner would feel more at ease listing to a 2 to 3 minute hotline that provides an overview on their options available. The soft sell approach works.
Instead Of A Logo, How About A Map To Your Office?
In our view, a logo isn’t as important as a brick and mortar address. It’s a virtual world and there are a lot of shysters on the internet, so people want to see a real place. This is especially true with distressed homeowners that feel vulnerable. Remember, the entire media for the past two years has been telling everyone that if someone approaches homeowners with foreclosure help, they are probably a vulture. Having a real place for the homeowner to see and visit will go a long way in dispelling this myth. In the place where you might otherwise place your logo or designation, consider placing a map to your office.
There are myriad other variables that will determine the success of your postcard marketing campaign. The headline, your choice of color, font selection are just a few factors among them, but we won’t divulge all on this blog. For expert consultation, call us at 866-490-3459.
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