We've all received pieces of mail that want us to do something. And they're typically covered with act now, supplies are limited, this is a limited time offer, this offer expires soon, this is a once in a lifetime opportunity, hurry, act now and so on. Why do people still do this? Everyone knows that the limited time offer is probably twenty years. The answer is because it works.
Infomercials are masters of this principle. Call now and receive a discount. Call in the next 10 minutes and receive a free gift. But wait, call right this second and you get another product, a 59 dollar value, absolutely free.
One of the biggest challenges facing agents that market to homeowners in pre foreclosure is unfreezing them into action. One strategy to galvanize the homeowners in taking a desired action is to promise something of value and put an expiration date on it. For example, you can promise the homeowner a $50 gas card in exchange for a 20-minute consultation on what their options are, but - here's the caveat - in order to get the promotional gift, they have to take a prescribed course of action by a certain date.
This tenet works in other spheres of marketing but rarely have I seen it applied to marketing to distressed homeowners.