Business relies on people responding to you. You need folks to share your post, respond to your email, click on your website, or complete a purchase.
Unfortunately, a lot of people don’t. Sometimes it’s because they don’t want to buy or sell a home right now. Other times, though, there’s another problem.
People don’t want to work hard to work with you.
That is, if it’s hard to figure out how to get ahold of you, or it’s challenging to reply to your ads, you’ll lose the business.
The good news is that you can easily fix this problem and increase your response rate.
What Keeps People From Following Through?
Why does someone show interest and ultimately not work with you?
There are several things that make it hard for folks to work with you:
- Your marketing doesn’t include an invitation to take the next step (a call to action)
- It’s too hard for someone to sift through your marketing to find your call to action
- You offer multiple calls to action and the prospect doesn’t want to decide
These are just a few examples. But ultimately, it’s related to “cognitive load.” Cognitive load is how much mental processing is needed to complete the tasks required to work with you.
For instance, if someone needs to mail something, you might not think that’s too hard. But the truth is mailing something requires an envelope, a stamp, the time to put everything together, and a trip to the mailbox.
If the prospect doesn’t have an envelope or stamp, they have to go get them, which is a whole additional set of steps.
In other words, having to reply by mail is too hard and isn’t as likely to get you a strong response.
How Can You Make Things Easier?
As a Realtor®, what can you do to make the buying process easier?
It’s a challenging question, because you’re selling a unique service. You can’t create an online order form and email your prospect a product.
In general, you need to make it easy for a client to find you, set up the relationship, and then receive the service of selling or buying a home.
Here are some concrete steps:
- Make sure your farming postcards include a clear invitation to call/email you and your number/email address
- Use one call to action on your print marketing and website
- Once someone shows interest, follow up regularly to close the deal
- Be easy to communicate with and work with once you have the client
Essentially, you need to remove friction and discomfort from the process. Don’t count on them to remember – you remember. Once you’ve heard from them, keep following up and make it extremely easy to take the next step.
If every step in your sales process is effortless for the customer, you’ll close a lot more deals!
How Does Your Marketing Measure Up?
If you were a customer and got your print marketing, would you know immediately what next step to take? Would you be overwhelmed with information or unsure which call to action you should follow through on?
If so, it’s time to revamp your materials. Don’t worry, we can help! Take a look at our easy-to-use templates today.
This post originally shared on PrinterBees' Real Estate Marketing Magazine.
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