Email Marketing That Sells

So far we’ve walked through what it takes to get an email opened, and then to get someone to actually read it.

Great! But there’s one final step – getting the person to do what you want them to do. Pick up the phone and call you, reply to your email, or set up a consultation.

Once someone is reading your email, how do you get them to actually buy? The secret is the Ladder of Persuasion.

What’s Persuasive in Email Marketing?

To get someone to do something they didn’t plan on doing this morning, you have to redirect them. You have to engage them and persuade them to do something new.

The good news is that it’s not hard to be persuasive. With some basic psychology, you can make a difference in someone’s day, get them to pick up the phone, and make the sale.

There are four steps on the Ladder of Persuasion, from bottom to top. The bottom is least persuasive, and the top is most compelling.

Bottom Rung: Features

The base level of persuasion is features. This is the nuts and bolts of what someone gets when they work with you. If you say, “I’ll list your home on the MLS, hold two open houses, and network with my contacts to find a buyer for your home,” those are features.

In describing a home to a buyer, “3 bedrooms, 2.5 baths, and 2500 square feet,” are features.

It’s important for a prospect to know what you plan to do, and for buyers to know what they’re looking at. But this type of email marketing doesn’t set you apart from other Realtors® or listings, so it’s not very likely to create action by itself.

Third Rung: Benefits

Benefits are what many people focus on in marketing. The benefits are what the client can expect to enjoy as a result of the features. For instance, “Your home on the MLS will reach thousands of others, two open houses will bring in buyers and buyer’s agents, and my network can connect you with hundreds of additional possible purchasers.”

For a buyer, “This home is close to where you work, in a great school district, and has plenty of space for your growing family,” are benefits.

OK. You’re starting to make a dent. In fact, this is as far as most email marketing ever goes. It’s somewhat effective. But you can do better.

Second Rung: Outcomes

What will happen to the buyer or seller if they take the offer you’re making? This is where you start to become really persuasive. Folks love outcomes. It’s the ultimate “What’s in it for me?”

As a listing agent, outcomes include, “You’ll sell your home quickly and for top dollar. You’ll be able to make the investment/retirement/move you’ve dreamed of within the next few months.”

For a buyer, think about, “With this lovely home you’ll have everything you need. Your family will be able to gather for breakfast in this big kitchen. You and your spouse will be able to spend more time together with a shorter commute. Your kids will have great friends and a huge advantage in education from the top-rated school.”

Outcomes are where you paint a picture for the client. Help them understand why the features and benefits really matter to them.

The Top Level of Persuasion: Transformation

I’ll be honest with you, most real estate agents never even think about this level of persuasion. That’s why it will be so incredibly powerful when you seize it for your own email marketing.

Transformation is all about who the prospect can become when they work with you. Does that sound too heady? Too extreme of a claim? Remember, you’re not making direct claims. You’re painting a picture of what life can be like.

For a seller, “You’ll be the envy of everyone you know when your house sells so quickly for such a great price. Your life will be less stressful because the money for your next adventure will be readily available. You’ll be able to move forward with confidence into the next stage of your life.”

For a buyer, “You’ll be able to be the parents you’ve always wanted to be for your kids. You’ll be home at a great time each night because of the short commute. Your kids will be eager to tell you who they met at school and what they learned. You’ll have peace because there’s enough space for everyone. Your family life will be smooth and enjoyable.”

Do you see the difference? All of a sudden there’s a smile on the prospect’s face as they fill in the details of their ideal life. They want that life. They’ve been working hard for it for a long time. And if working with you will get it for them, they are ready to go!

What’s Your Persuasion Level?

Where are you on this ladder with your email marketing? What about your other marketing materials? This process works just as well with farming postcards, handwritten notes, and other forms of outreach.

If you’re going to invest time in marketing, it should be effective. What are you waiting for? Bump your marketing up the ladder today!

 

This post originally published on Printerbees' Real Estate Marketing Magazine.

PrinterBees provides real estate marketing materials like: Just listed Postcards, Just sold postcards, Short sale postcards, real estate business cards, real estate door hangers and pretty much everything else you can think of for marketing your real estate business. Visit us online at www.PrinterBees.com.

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PrinterBees also publishes the e-magazine Real Estate Marketing Magazine for Realtors® looking for current and up-to-date tips and tricks to grow their real estate businesses.  Visit Real Estate Marketing Magazine to get your free-subscription.