Marte's post about writing letters that are relevant to the audience - your reader - makes so much sense.
No one wants to be blasted by emails that have no relevance to what they are looking for or which convey the idea that the writer could care less about who they are writing to.
In this age of mass emails, paying attention to the person you are writing to is key. To do otherwise risks alienating them. That's easy enough to do via email already, so why make it worse. A little personalization can go a long way.
This is a good read. And an even better practice to follow.
Your real estate letters can do more harm than good if you send them to the wrong people!
People – all of us – want to be seen as individuals. And your prospects are people.
If they’ve taken the time to sign in at an open house or ask for a special report on your website, they’ve given you some insight into who they are. So if you send them a message that shows you didn’t pay attention, they’re more apt to be insulted than intrigued.
At the very least, you should be able to figure out if they’re interested in buying or selling.
A few months ago I signed up for messages on a website – as part of some research I was doing for a client. I immediately got ten (yep, ten) messages from this agent. That’s something for another post - but because I was doing research, I skimmed through all of those messages. I found letters written to first time buyers, distressed sellers, expired listings, move-up buyers, seniors who were moving to a care facility, and more.
This guy took out his shotgun and figured that one of those ten letters might strike a chord. It sure did – it made me think he was nuts.
The next day I got 4 or 5 more of these goofy messages – and that continued on every couple of days for about a month.
If your web capture form tells you nothing more than “buyer” or “seller,” then write your real estate letters to a general audience. Talk about subjects that would be of interest to any buyer or any seller.
But don’t risk insulting a well-to-do seller by talking about his need for a short sale specialist, and don't tell a seasoned investor things only a first time buyer needs to know.
Call on Copy by Marte for:
Custom Web Copy....Agent Bios....E-mail Campaigns
Newsletters....Postcards....Custom Prospecting Letters
Articles....Blog Posts....Print AdsPLUS
Pre-written real estate letters that save you time and money -
and keep you in touch with your prospects.
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