When writing to distressed homeowners, include a P.S.

While other parts of your letter may be perused more thoroughly, studies show than nearly 4 our of 5 people read the P.S. first, because it’s viewed as a more intimate message. That’s right, they will read the P.S. before any other part of your mail package.

Your P.S. can be a hard or soft sell, or in the event of a mail piece to distressed homeowners, provide a sense of urgency to act now. Perhaps this is the best use of the P.S – to create a sense of urgency to act NOW. The time is ticking for a distressed homeowner, and you can avail the P.S. to remind them that time is running out. Another use of the P.S. is to send them to a website to download a free report or snippet of information. (you might consider prompting the user to enter their e-mail address to access the information, so that you have their e-mail address for repetitive messages).

You can also offer something of value in exchange for a personal consultation. For example, you promise the homeowner that if you cannot provide the most viable financial solution that is legally available, you will receive a $100 gift card. I have rarely seen these gurantees or perks in real estate, but they work well with other products and services. Am I alone here in suggesting that?

You can also repeat your key benefits in the P.S. Help your family, move on to build better memories, save your credit, stop harassing phone calls, etc. I’ve wrote at length in earlier posts about articulating these benefits.

Avail the P.S. as a powerful, eyeball gripping tool to resonate with the reader.

P.S. Your letter needs to be opened before it is read. Consider handwriting the address to guarantee it is opened!

At www.preforeclosuredata.net, we provide early, accurate and exclusive pre foreclosure data for real estate professionals. Be the first to reach homeowners at the first sign of hardship, before an NOD or Lis Pendens is filed.