Real Estate Investor Insider Secret #3: Never Underestimate the Power of a Headline (Even on a Postcard)
A missing headline is a common real estate postcard marketing mistake. Many realtors feel that short messages don’t require headlines. But direct marketing experts will tell you that the value of a great headline is intensified in postcards.
You have to create stronger headlines for postcards because you have limited space to get your message across. Your headline should be direct to the point but at the same time, powerful enough to grab your customers? attention. That is the trick why some real estate investors acquire new customers on a daily basis.
The most surefire way of creating a strong headline is to follow the WIIFM ? What’s In It For Me principle. Remember, benefits first before features.
Take time and gather your thoughts. Create a list on your customers? benefits. How will he benefit from your service?
Write them all down. Mull over and reflect on all these benefits to get yourself inspired and ready to come up with your own striking headlines. Just write and don’t criticize or limit your ideas at this point. When you think you have enough, look back at your headlines and study them. Drop uninteresting headlines. With the remaining promising headlines, replace some words with active verbs or more vivid words.
You will also notice that some of your most promising headlines are related. Merge these headlines into one strong headline. You may still end up with a few distinct headlines. Test these different headlines if they can effectively meet the direct marketing standard: What’s in it for the customer? Remove the ones that may be creative but don’t pass this test.
Next, you can test market these different headlines to identify what will get the highest response. All of these steps may seem like a lot of work for just coming up with a few words. But in real estate direct marketing, effective headlines have been proven to remarkably increase customer response rate.
In addition, you can achieve more success in your real estate postcard marketing if you pay more attention to your customers, and learn what benefits are most valuable to them. These benefits have the strongest emotional connection to your prospective customers. And when these benefits are merged into a headline, you produce a highly potent means of persuasion.
It will take a lot of time and patience. Remember, Rome was not built in one day. You’ll have to do some trial and error at first but once you get the right ?formula? everything will flow smoothly after.
These benefits are the diamonds you use in crafting masterful headlines for your real estate postcard marketing campaign.
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