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Real Estate Investor Insider Secret #6: Consumer Decisions are Made From Our Emotions

Guest Author — Fri, 22 May 2009 16:11:25 +0000

by Mark Bradley

Don’t mistake credible copywriting with a dry copywriting. Real estate marketing materials should satisfy both our human need to make rational decisions and our human nature to make emotional decisions.

Advances in information technology and consumer education have taught almost everyone to make informed purchasing decisions. Seldom do we buy anything that we haven?t first checked the reviews in internet forums.

But when the ultimate decision is being made, more often than not, the consumer chooses using his gut emotions. Don?t believe for a moment that your targeted audience is any different. You can barrage him with facts? figures? logical arguments? all aimed at why selling his home right now to you is the right move. And of course you should present these compelling cases.

Hence, influencing your target market will require you to write a real estate direct mail that creates an emotional affinity with your prospects. So what are these possible benefits that can appeal emotionally to your prospect? You can read more articles on motivation but what I can give you right now are financial security, freedom from worry and fear, increased self-esteem, social status, and etc.

Never assume that emotional marketing only applies to consumer purchases. Especially today, emotions in the real estate market are high. Your real estate direct marketing communication with your customers should aim to reduce their fears and increase their optimism about the benefits you offer.

One classic example of the power of emotional marketing is the1960 presidential debate between Nixon and Kennedy. Radio listeners, who were only given the opportunity to focus on the arguments of the debate, picked Nixon as the winner. However, people who watched the debate on TV picked Kennedy instead because he was more emotionally and visually appealing on screen.

One recent example of the successful application of rational and emotional marketing is the 2008 Presidential Elections. Whether you are an Obama supporter or not, Obama?s emotional charisma and poise overcame rational arguments against his lack of experience.

This election also revealed the nation?s growing preference for positive emotional appeals, as against negative emotional appeals. Hence, do not minimize the importance and credibility of emotional marketing.

Emotions not only push people to buy status symbol consumer products, or vote for a presidential candidate. People?s emotions also shape their decisions about reading your real estate direct marketing materials and to responding to your message to sell their homes to you.

Emotions. Never underestimate the ever present emotional appeal of a major decision? whether it?s a minor purchase a major consumer decision or even the choice of the president of the United States. If you can not only logically persuade your audience to your side, but win them over emotionally, then you have closed that sale. And yes, you can do this through your postcard mailing for your real estate investment firm. Guaranteed!

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Professional Real Estate Investors? Secret Revealed: How Powerful Headlines on Postcards Can Create Strong Customer Response

Guest Author — Fri, 22 May 2009 07:32:21 +0000

by M. Bradley

It?s true! And you know it! It’s a cardinal rule of direct marketing and as a real estate investor you need to keep it uppermost in your mind if you want to succeed. And while you may think this is only true for longer direct mailings in other industries, it?s even more important with a postcard mailing.

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.

When you write within the confines of the postcard you must get to your point quickly and succinctly. And that makes your headline all the more important and powerful.

The quickest and easiest way to add muscle to your mailing is to use the tried, tested and true formula of WIIFM What’s In It For Me. Oh, sure, you’re tempted right now to answer this question. But don?t. Not yet at least. Think about it for a while.

Once you have sort out your ideas, its time to come up with a powerful headline. Go over through them not once, twice but many times. One useful tip is to use the plural tense that’s right because it highlights the numerous benefits. Sprinkle with action words these make your customers sit up and take notice.

Study them. Once you’ve absorbed them, then you can begin to create various headlines. That?s right! I said headlines in the plural. Don?t settle just on one. Get those inherent creative juices flowing. Power your headlines with strong action verbs.

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.