Many of you have been telling us that you are ready to start investing, but “can’t find any deals! What are the steps and secrets to finding good deals?” Some of you have even written to us asking if there are still any deals REMAINING… OF COURSE there are! We find them all the time. But you won’t find them looking at newspaper for sale ads, yard sale signs, or focusing solely on short sales, foreclosures, REOs, and agent-listed properties.
You need to get motivated sellers out from under the rocks where they hide and have THEM call you! Imagine how easy and stress free it is to earn a great income when real, motivated salespeople call you and you can pick the best deals from their calls. It really is like shooting ducks in a barrel.
Alright, enough already! Now you’re wondering: how can you get those same motivated salespeople out from under a rock and call you too? The secret is in a multi-step campaign, and one of the important steps is to use direct mail, that is, postcards or letters that make motivated sellers pick up your phone and call you.
We’ve got tons of examples and a much more detailed explanation of a complete investor marketing campaign from a budget in our $69 book/tape course Marketing: Secrets to Exploiting the Quantity and Quality of Your Offers and actually designed and implement your own full marketing campaign with you in our 6 month training program: secrets to your own $80,000/year real estate investing business, no bulls
So, here are the 14 key secrets to writing killer postcards that create a tidal wave of motivated sellers.
1) Write all your text or copy with WIIFM in mind. WIIFM stands for What’s In It For Me. The “I” means the seller, the recipient of your postcard. Write purely in terms of the benefits to them, NOT what you’ll get out of it, or much about yourself. Focus on what will excite them, what you will do for them, what you can honestly say to make them believe you can help them.
2) Holder with WIIFM. Develop a big, bold 10-20 word headline that gives them your best and boldest “WIIFM hit”, and place it at the top of both sides of the postcard. For example: “Can you really sell your house in days? Don’t sign up with an agent or put up a For Sale sign until you read this.” Another example: “Are you frustrated because you want your house to sell overnight? Now you have an easy solution for problems like: people in need of repairs, bad tenants, late payments, estate, eviction, bankruptcy, divorce, or foreclosure.” mortgage”.
3) Make the recipient’s name/address as personal as possible. You don’t want it to look or look like junk mail, so don’t use ‘Resident’ or ‘Owner’ or ‘Mr. Smith’ or ‘Mrs. Roberts’. Try using just your first and last name: ‘Susan Johnson’. You may also consider handwriting (or using a handwriting font) the recipient’s information.
4) Use a photo of yourself, a photo of your head taken in a studio, so that the seller considers you “real, friendly, likeable and trustworthy”. The sooner the seller feels like they know and trust you, the sooner they will call you and sell their home.
5) Include the address of the non-owner-occupied property (i.e. rental house) on your title, if you are mailing an absentee landlord or landlord elsewhere, at your home address. This lets the recipient know which of your houses you are interested in buying.
6) Your From address should also not be a “spam flag” so consider leaving out your company name and instead just use your personal name and/or handwrite the From address as well.
7) You need testimonials from all of your happy sellers (include their full names and occupations), so include as many as possible on your postcard so the seller can identify with them and feel like they know and trust you. -quickly.
8) If you’re too new to have testimonials from your sellers, write short “Success Stories.” Just a paragraph or two describing how you helped “Frank and Joanne save their house from foreclosure…” Make these truthful and avoid writing to WIIFM, but do not use last names as you do not have written permission.
9) Show the vendor that you regularly help your neighbors and/or have a history of helping vendors, including how many vendors you helped last month or year, and/or their (nearby) addresses.
10) Sellers need to see your phone number printed on the postcard at least 3-6 times. So that every time they read it they have a new chance to lean in and make the decision to call you.
11) Sellers trust you more when you can offer a Genuine Guarantee that is meaningful to the seller and that you will actually stand behind. For example: “We guarantee you’ll get a written offer within __48__ hours, or we’ll take you out to dinner or send you to the movies” (give them a gift certificate to a pizzeria or theater, if you don’t meet the guarantee).
12) Tell everyone, even on your postcard, that you pay referral fees if they know someone who would like to sell their house quickly and easily.
13) Provide the recipient with a “Not Quite Ready Response Mechanism.” If they’re not ready to call and talk to you yet, but are more than interested, tell them how they can visit your website or call your free 24/7 recorded message for more information. This is a great non-threatening way to let people get to know and trust you.
14) Finally, the “PD” at the bottom of your postcard has been researched as the MOST read part of any postcard or letter. So include a PS summarizing what you do and your phone number at the bottom.