Using creative calls to action when contacting distressed homeowners

In an earlier post on calls to action, I explained the importance of telling the prospect what to do next, and why they should act right NOW. In marketing to homeowners in pre foreclosure, you should stress the magnitude of what they are about to experience if they do not join you arm and arm.

Once the gravity of the situation is established, what should a troubled homeowner do next? The most likely call to action would be "call me to talk about the alternatives available" or "call me for a free consultation", etc.

Yet I am of the view that many prospects need to be nurtured or "warmed" first, before they pick up the phone to call. This is even more true with homeowners that have defaulted on their mortgage payment, because they are at their wit's end and feel vulnerable. They view you as a stranger and possibly a vulture looking to swoop down and profit from their misery. An adept investor will overcome this natural distrust by educating these homeowners on the alternatives available and become a personal advisor and coach with their best interest in mind.

So rather than "pick up the phone and call me" for a response mechanism or a call to action, how about something along these lines -

• "Call or write for a free report on your credit reporting rights" or
• "Call or write for a checklist of steps you can do if you are receive a certified letter from your lender" or
• "Visit our website to learn more about new legislation", etc.... the possibilities are left only to your imagination.

The concept is to nurture, inform, and educate a troubled homeowner before going in for the close. Remember, before a homeowner in pre foreclosure can work with you, they have to TRUST you. By providing some sort of white paper or snippet of information, you are doing 2 things.

1) You are asking a troubled homeowner to do something non-threatening by becoming better informed. There is little perceived risk with downloading a free report or checklist, etc.
2) You are building rapport and trust by educating the homeowners and conveying that you have their best interest in mind.

Any feedback is most welcome.