Good marketing enters the conversation in your prospect’s head, but…

By
Services for Real Estate Pros with Marte Cliff Copywriting

It’s best not to make unwarranted assumptions about what is going on in their heads.

This morning’s email brought a prime example. The first line said: “NOTE: the "early bird half off of what?rollback" 50% off special ends tomorrow night. Details at the bottom of this email. But first, a quick story.  :-) “

Then he launched into a nice story about being on stage and a panel of his students answering questions, concerns, and objections from the audience.

Later in the message he mentioned the names LaunchCon, Plat Plus mastermind and Launch Club.

Obviously, I should have been paying attention to emails that I’ve probably been deleting for some time. But since I hadn’t been reading those messages, I don’t know anything about LaunchCon, Plat Plus, or Launch Club! I assume from the names that he teaches people how to launch something – an online business of some kind?

I have no idea. What I do know is that I’m not going to take advantage of the 50% off offer. (To be fair, I probably wouldn't have taken advantage of that sale even if I did know what they were selling.)

What could this have to do with real estate?

When you’re writing prospecting letters to a “cold” list, don’t assume that they’re thinking of buying or selling. ASK them instead. Then you can go on to reasons why they might be having such thoughts – just to spark their imaginations and get them thinking about how it could benefit their lives if they decided to buy or sell right now.

That changes when you’re writing to someone who has requested an automated valuation of their home or a special report on getting ready to sell. It also changes when you begin a continuity campaign to prospective buyers who have requested information about homes or a special report with advice about home buying.

P.S. If you don't want to write your own prospecting letters, choose one or more of my prospecting letter sets. Or - get in touch if you'd like custom letters.

 

Image courtesy of digitalart at FreeDigitalPhotos.net

 

UPDATE: One day later - they sent a message today that tells what they're selling - tickets to a live 3-day event featuring "the absolute latest cutting-edge strategies and tactics in the launch and conversion world."

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Ambassador
2,059,515
Michelle Carr Crowe,Altas Just Call...408-252-8900!
Get Results Team...Just Call (408) 252-8900! . DRE #00901962 . Licensed to Sell since 1985 . Altas Realty - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

Yes,

It always helps if both parties know the topic of conversation!

Oct 07, 2019 02:42 PM #1
Rainmaker
785,101
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

People hate being sold to, and if you presume it feel like being sold to. Asking questions allows them to remain in control, and as Chris Voss teaches, look for the no, it makes them feel relaxed that they can say no and are not lead to say Yes all the time.

Oct 07, 2019 02:44 PM #2
Rainmaker
4,107,206
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Marte, great tips, and always remember who you are writing to, so it is not misinterpreted.

Oct 07, 2019 02:52 PM #3
Rainmaker
1,544,033
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Michelle Carr Crowe,Altas Just Call...408-252-8900! Yes it does. You just reminded me of my sister-in-law - a person who starts a phone conversation in the middle, assuming you know what the heck she's talking about. She doesn't stop for a breath, so eventually I can usually figure out what's on her mind.

Oct 07, 2019 03:54 PM #4
Rainmaker
1,544,033
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Nick Vandekar, 610-203-4543 There is - or at least was - one marketing guru who recommended starting a letter with "I know you're thinking about selling..." I never could imagine any prospect reacting favorably to that, but I guess some did.

Oct 07, 2019 03:56 PM #5
Rainmaker
1,544,033
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Joan Cox Remember who you're writing to - and unless they are someone close to you, don't assume that they know who the heck you are!

Oct 07, 2019 03:57 PM #6
Rainmaker
3,133,625
Nina Hollander
Coldwell Banker Residential Brokerage - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

This is excellent advice, Marte (not that all you advice isn't excellent!) and something that is easy to overlook.

Oct 08, 2019 12:08 AM #7
Rainmaker
5,038,308
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Good morning, Marte Cliff even if you think the target knows you, make sure you let them know again!!!  be direct and make them want what you offer...

Oct 08, 2019 03:44 AM #8
Rainmaker
782,472
Norma J. Elkins
Elite Realty Group - Morristown, TN
Realtor - Elkins Home Selling Team

Yes don't assume and ask instead is wonderful advice.  Great blog...thanks for sharing!  Hope that you have a wonderful day!

Oct 08, 2019 05:37 AM #9
Rainmaker
1,544,033
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Nina Hollander It easy to forget that other people might not know what the heck we're talking about.

Barbara Todaro Yes - they need to be reminded over and over. We've all got too many things going on in our own heads to be focused on what some stranger is doing or thinking.

 

Oct 08, 2019 09:33 AM #10
Rainmaker
1,544,033
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Norma J. Elkins In my mind, assuming equates with being pushy - and I don't think any of us respond well to pushiness.

Oct 08, 2019 09:34 AM #11
Rainmaker
3,362,427
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hi Marte - even when I may have a slight clue about the intent of an offer, it's often filled with so much other clutter, the message is lost.  

Oct 08, 2019 12:26 PM #12
Rainmaker
1,544,033
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

So true Michael Jacobs - some writers lose focus.

Oct 08, 2019 12:43 PM #13
Rainmaker
422,128
Steffy Hristova
HomeSmart Elite Group Tempe AZ Tel: 480-966-9353 - Tempe, AZ
Tempe AZ Realtor - Your Home Close to Your Work!

Marte, I agree, very important point to remember - " When you’re writing prospecting letters to a “cold” list, don’t assume that they’re thinking of buying or selling. ASK them instead."

Oct 08, 2019 08:43 PM #14
Rainmaker
1,544,033
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Steffy Hristova I don't think any of us appreciate having someone assume they know what we're thinking. And for that marketer, it was counter-productive, since he assumed his readers knew what he was selling!

Oct 08, 2019 09:39 PM #15
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Marte Cliff

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