Making an emotional connection with distressed homeowners
Wednesday, July 21
Adept investors that can empathize with a homeowner's hardship and help them through this difficult period in their life will undoubtedly be successful. To make this connection, focusing on the emotional benefits of your service is more important than features. A distressed borrower that is falli...
Getting your foot in the door, literally.
Monday, June 07
Hi, and thanks for reading. In my last entry, I said that it is paramount to establish trust with homeowners that are in pre foreclosure. To do this, it's important to put your message in front of troubled homeowners on a regular, repeated basis, and answer their fundamental question: WHAT'S IN I...
Think inside the box... literally
Monday, June 07
To get the creative juices flowing, I asked a potential client if he had any ideas on how he would use the list of homeowners that are preforeclosure, and he came up with what I thought was a hugely clever strategy - fortune cookies. A troubled homeowner would be sent a custom fortune cookie. Whe...
The inbox versus the mailbox - the ultimate boxing match?
Monday, June 07
I'm a firm believer in the omnipresence of marketing, and that that e-mail and direct mail can work together to create synergy. Both have it's unique benefits and neither is superior. Rather, direct mail and e-mail should be linked together to blend both distinct benefits into one impactful marke...
Tailoring a website to troubled homeowners
Monday, June 07
A client asked me to help him develop a website tailored to troubled homeowners, so that he can offer his help with a short sale. Before undertaking that project, I viewed dozens of sites of other realtors and short sale groups, and I came up with three flaws. While this applies to websites, I th...
Marketing real estate is a little like speed dating
Monday, June 07
ou have a checklist. Hair. Check. The hottest dress or suit you own. Check. Confidence that helps you get the most calls. Double check. Ok, you may not "date" your potential clients, but your marketing makes a lasting first impression, and like a date, you want your first impression to be a good ...