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Assessing The Unique Features Of Commercial Real Estate Parcels
As commercial real estate development progresses into the 21st century, many of the principles upon which the market was founded remain the same. Whether you are a property owner, developer, or commercial real estate agent, identifying and marketing...
Avoid mistakes that could cost you thousands.
Selling your home can be an exhausting experience. Last minute walk throughs, inconvenient calls, price adjustment and the possibility of being stuck with two mortgages are real concerns. If you are not completely prepared you could end up losing...
Condominiums – Should You Consider Purchasing One
Condominiums tend fall into the love them or hate them position for buyers. Here’s primer on condominiums.
Condominiums
Condominiums are all about communal living, which can be good or bad depending upon your personal views. This type of...
How To Use Color Psychology To Prepare Your Home For A Top-Dollar Sale During Cool Weather
You've decided to prepare your home for sale. Whether you sell by owner or hire a real estate agent, you want to get as much money as possible without spending your profits. The real estate market normally slows down and most homes take longer to...
Nevada Real Estate – A Very Good Gamble!
When you think of Nevada, Las Vegas and gambling are the first things to come to mind. In truth, Nevada real estate is a far better bet than anything you’ll find in a casino.
Nevada
Nevada is dominated by Las Vegas and no bolder statement...
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Real Estate Marketing -- How Strong Is Your Offer?
Many real estate agents are taught to market themselves in watered-down fashion. They're taught to spend a lot of money sending postcards to their farm area with a message no stronger than "I sell homes ... can I help you sell yours?"
Then these same agents wonder why they get zero return on their marketing dollars.
It's time for some hard truth. In marketing, strong offers will pull a strong response. Weak offers will pull a weak response. The two are directly proportional. And real estate marketing is no different -- you have to make an offer if you expect any kind of response.
Remember this acronym: WIIFM. What’s In It For Me? That’s what your prospects want to know, right from the start. So if you delay in answering this question by burying your offer -- or worse, by not even having one -- you’ve lost them.
Here’s a mental exercise that will help you visualize the importance of a strong offer:
Picture one of your prospects standing beside a mailbox.
Let’s say it’s a woman dressed in business attire and balancing a bag of groceries under one arm. While you’re at it, visualize the rest of the scene -- the color of her hair, the weather, the white two-story colonial behind her.
Now visualize the four catalogs, three bills and two marketing postcards she just pulled from the mailbox. Your postcard comes out next.
She shakes her head and says, "Another real estate postcard? That makes nine this week! Well, let’s see if this one’s any different." And she proceeds to give your card a generous three seconds of her attention.
That is the primary obstacle you must overcome. That is why you need to constantly strengthen and test your offer. That is why you need to build stronger relationships through value-based marketing.
Principles of a Good Offer:
* Valuable
to the recipient.
* Relevant to your services (to qualify prospects).
* Highly visible on the marketing piece (as not to be missed).
* Clear and straightforward (as not to be misunderstood).
* Repeated more than once (in the headline, graphic and copy for example).
What Can You Offer?
You don't have to offer anything expensive, just something of real value to your recipients. In marketing terms, expensive and valuable are two different things.
A "report card" of local schools wouldn't take much time to put together, but you can bet folks in the neighborhood (or moving into the neighborhood) would be interested in it.
You could also put together a booklet called "Tips for Sellers – 25 Ways to Improve Your Curb Appeal" without much trouble. But I guarantee anyone thinking of selling would want a free copy.
Conclusion:
The “no-obligation consultation” can no longer stand on its own as an offer or initiative. It will not spur anyone to act. It’s okay to use it as a supporting offer, but you need to include something of real value if you expect any kind of response. Give your prospects what they want, and you’ll thrive. Deny them at your expense.
About the Author: Brandon Cornett has worked as a marketing manager for a direct mail company serving the real estate industry since 1986. He now dedicates his time to helping real estate professionals improve their marketing. His "Modern Guide to Real Estate Marketing" and his free newsletter are available at: http://www.ArmingYourFarming.com
Source: www.isnare.com
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