If you’ve ever wondered why you’re not getting many responses from your real estate marketing, it may be because your message is unclear or because you don’t have a message at all.
Your marketing message is what buyers and sellers see and is what they use to determine whether they want to do business with you or not. Understand that it’s not about what you do in your business that matters more than what you can do for the buyer or seller. That’s what really matters.
How can you show that your services can benefit your buyers or sellers?
1. Point out real problems in your market
In order for your message to resonate with your ideal seller or buyer, you have to understand the problems they face. With sellers, there may be the fear of foreclosure, double mortgage payments, job transfers, divorce settlements, etc. With buyers, there may be problems like finding the right home, understanding the home buying process, repairing their credit score for loan qualification, etc.
However, simply pointing out the problems may not be enough. If you really want to show you understand these problems, then you need to also talk about what other problems can be created if they are not addressed quickly. For example if you’re marketing to home owners facing foreclosure, you might want to mention how difficult it would be to get a second home if a foreclosure takes place. Sure they may already know that, but if its in your message, then it shows that you know this too!
2. Point out Solutions that your company provides to those problems
Ok, now you understand their problem. The first question that would come out of their mouth is likely, “How can you help me?” This is the point where you can show your company as a solution to their problem. Saying, “We’ll buy your home” may not be enough. Explain to them “How it Works,” so that they can see for themselves what exactly will go down. Make it very simple for them to understand.
3. Point out the features and benefits of your services that will help your buyers or sellers
Your customer doesn’t care too much about what you do until they see how it can benefit them. Mention the benefits of being able to move on with their lives after you buy their home, or the benefits of starting a new life once they buy a home you have for sale. It’s important not to confuse benefits and features. Features are the characteristics of your service. Benefits are what your buyers and sellers have to gain from that feature.
For example, if you say that you have a 24 hour recording for sellers and buyers to listen to regarding their services, that would be a feature. The benefit would be that sellers and buyers have a risk-free opportunity to listen to what you have to offer and they can do it at any time of the day.
4. Create a clear USP and separate yourself from your competition
USP stands for Unique Selling Proposition, and having one can separate you from the competition. The perfect example I use all the time is from Dominos. Their USP was, “Get Fresh Hot Pizza delivered to your door in 30 minutes, or it’s free. As you know, not all the pizza places offered that, and this boosted sales for Dominos. So find out what you can do to stand apart from everyone else and not blend in. I wrote a blog post on USP that you can check out to learn more.
5. Have a clear call to action
A Call to Action tells your buyer or seller exactly what you want them to do. Whether you want them to call you, email you, or go to your website, It should be clearly stated within your marketing message. Don’t just assume people will know what step to take next. Tell them with words like Call Now, Click Here, Email me now if you want to sell your home, etc. Not having a call to action is like having a car without a gas petal. You’re ready to go, but with no gas pedal you’re just stuck. You might as well get out of the car and walk away — I’m sure you wouldn’t want your buyers or sellers reading your message, getting all pumped about doing business with you, then walking away because you failed to give them the next step.
Remember, your message needs to be clear and more about your prospect than about you. It should speak directly to them and resonate with their problems and concerns. It should highlight your services as an overall solution and benefit, while not blending in with the rest of your competition. Finally, it should always state what the prospect should do next in order to get started now!
Hopefully these tips will help you craft a winning marketing message.
To Your Success,
J. Lamar Ferren
“New Breed” Investor
Leave a comment and tell us other ways you would fine tune a marketing message.