Real Estate Letters - New Article Posted

I wrote my book on real estate postcard marketing because that's where my background lies -- with using postcards for prospecting / farming purposes. But I've also learned some lessons about direct mail letters over the years, and I want to share my trial-and-error experiences with you.

So I've posted a new article to the Real Estate Marketing Encyclopedia section of this website, and it offers quite a few tips on using letters as part of your overall prospecting program.

Here's an article excerpt:

If you plan to include farming letters as part of your overall real estate marketing program, you should spend some time learning the fundamentals of direct mail copywriting. Here's a short lesson on copywriting that you can apply to your real estate marketing letters and other promotional content ... read the rest.

-Brandon

Real Estate Marketing Encyclopedia - Just Launched

I've recently launched a new section of the website that offers advice on all aspects of real estate marketing. The postcard book obviously covers the specific topic of direct mail, but there are many other forms of real estate marketing that can be used in conjunction with postcards. In fact, there's a chapter of the book on that very subject -- how to use postcards together with your website to generate more leads.

I feel this new section of the website will complement the book by painting a bigger picture of agent marketing. I have a list of more than 25 topics I plan to cover in the coming days, such as search engine marketing, blogging and much more. As of right now, you can find entries on the following topics:

• Website marketing techniques
• Generate real estate leads
• Marketing a real estate development

I hope you find this new section of the site useful, and I welcome any suggestions you have for future development. There will be many more topics coming soon, and I'll update the blog here to reflect new content.

-Brandon

Marketing Tips for Real Estate Agents

Quick tips on real estate marketing:

1. Add value to your marketing message.
The more you build value into your marketing message, the more likely your prospects will be to respond. Give people a good reason to call you. Hint: the free consultation is not that reason. You need something more significant.

What can you offer? You tell me. Do you know an interior decorator? Why not partner with them to offer free design consultations to new clients. "But incentives are against the rules," I hear some agents say. To which I would respond, "Well, you better find a way around that rule."

Here's the bottom line: A marketing message without some form of offer, incentive or motivation is not a marketing message -- it's just a message. People may read it, but they won't respond to it.

2. Be professional with your marketing.
Real estate is a detail-oriented business. One paperwork slip can put the entire transaction off track. Your prospects know this, so don't ever show the a real estate postcard (or flyer, or blog, or website) that's less than perfect. It only takes one sloppy design to blow your reputation, especially when you're not present to compensate for the mistake.

I once came home to find a real estate agent's flyer taped onto my front door. It had been printed on a cheap office printer that looked like it was running out of toner. The photo was fading as if the agent were disappearing into thin air. I could only read about half of the text, and within that half I noticed a huge typo right off the bat. There were more explanation points than you'd find in a comic book.

My reaction? "Are you kidding me? Why would I want this person to represent me in anything, let alone something as important as selling my house? They obviously have zero attention-to-detail."

3. Write an irresistible headline.
Many of the first-draft real estate postcards I see have weak headlines, or no headline at all. I've never understood this. A postcard has mere seconds to capture the reader's attention. That's what headlines were born to do!

4. Make your offer noticeable.
Making a strong offer is crucial with any form of marketing. Making that offer highly visible is just as important. After all, what good is a great offer if nobody notices it? When you make an offer on a real estate postcard, email or website, make sure it's the dominant item in that portion of the design. Remove distractions and let your offer have center-stage.

Look at the sidebar of this blog, for instance. What's the most dominant thing over there? My offer for you to download the postcard book. Sure, I could have cluttered that area up with all kinds of graphics and links, the way a lot of people do. But that postcard book would not stand out nearly as much, would it?

5. Make your offer clear.
Now that your offer stands out on your real estate marketing postcard (or email, or website, etc.), you need to make sure the reader understands it. This is not the time to show off your vocabulary or use clever language and puns. Make your offer clear, simple to understand, and loaded with value: "18-page survey of local schools. Exclusive information — yours free! Call today."

6. Be unique.
If your real estate postcards look and sound like every other real estate postcard your prospect receives in the mail, what's to make them notice you? You can be unique in a number of ways. You can make a stronger offer, create a more professional postcard, use more specific information, personalize your message, brand yourself in some memorable way, etc.

7. Leverage your website
Using your real estate postcards in tandem with your website can improve the performance of both marketing channels. I offer you plenty of ways to do this in the postcard book, so I won't labor the point here.

Like most things in real estate marketing, your imagination is your only limit here. Unleash some ideas of your own. Good luck.

Have questions about the postcard book?
Email me here: brandon@realestatepostcardbook.com

-Brandon

Real Estate Marketing Tools: The Strongest One of All

Want to know what the most powerful real estate marketing tool is? I'll give you a hint. You see this powerful marketing tool each time you look in the mirror. That's right, it's you! As a knowledgeable real estate professional, you are your most powerful tool for real estate marketing (including postcard marketing).

Real Estate Marketing Tools - Exposed
Many companies clamor about the "power" of their real estate marketing tools. They make it seem like you simply have to turn them on and poof ... instant success with real estate. Here's a pitch from a company that makes real estate software. I've reworded it slightly for copyright purposes, but I assure you it's a nearly exact replication:

"Our revolutionary software will launch your real estate business into the stratosphere."

The stratosphere? Really? That sounds fantastic. But you'll notice there's an important ingredient missing from the above statement. And that ingredient is you! Whether you realize it or not, you are the most powerful real estate marketing tool you own. So the stratosphere claim would be more truthful if it added the words "will help you" ... as written below:

"Our revolutionary software will help you launch your real estate business into the stratosphere."

Now it's more accurate, because the advertising claim includes you. And you are by far the most important part of this equation.

You Are Your Best Marketing Tool
If you shop for a real estate marketing tool to take your business to the next level, you are going to be disappointed. Real estate marketing starts with great services and big ideas. The "tools" are just a way to communicate those services and ideas to your audience.

Top 5 Real Estate Marketing Tools
So what are some other important "tools" for marketing success? Here's my top-five:

1. You - Which we've covered already.

2. Imagination - Without imagination, you have no hope but to copy the marketing programs of other real estate agents. Mimicry will only get you so far, especially if you're copying a marketing strategy that's already being used in your area. Only imagination can help you find the next big idea in real estate marketing. And only big ideas can produce big results.

3. Persistence - Repetition is a big part of real estate marketing. You try a certain strategy, see how it works, modify it as needed, repeat it again, etc. This requires patience and persistence. Make sure you have these things before you try any form of marketing.

4. Enthusiasm - Whether you realize it or not, communicating with potential clients (and current clients) is a big part of your marketing program. When you communicate with professionalism and enthusiasm, your message becomes contagious. People will help you spread your message without even being asked.

5. Adaptability - Methods of communication change constantly. The Internet has opened up a whole new world of possibilities. For example, look at the current rise of real estate blogs we are witnessing. As the communication landscape changes, you must be able to change with it. You must be able to adapt to new mediums and methods. So make sure adaptability is part of your real estate marketing toolkit.

What do all of these real estate marketing tools have in common? For one thing, you can't buy them in a store or online. You're either born with them, or you work hard to acquire them along the way. But the good news is, you have the most powerful marketing tool already ... you have yourself. Everything else can be learned.

Haven't bought the real estate postcard book yet?
Join the hundreds of smart agents who have -- download yours today.

-Brandon