Real Estate Postcard Marketing Tip: Customer Knowledge First, Sales Communication Second

I’m sure you can recall many incidents in your life that you made a wrong move because you didn’t get to know the person first. Unsuccessful real estate postcard marketing is similar to failing to start or keep the conversation going with a person you like because you didn’t know what he or she wants.

Oh, I could tell you in general terms about his desires, his needs, and even his motivations. Or you can sit back in your chair, staring at your computer screen and idly construct your typical customer. But in the long run neither of these helps you much.

Oh, sure with enough trial and error you may end up getting pretty close to targeting him. But what I’m about to suggest is a little, well, unconventional. If you’ve already sent several mailings out and have received some interest, perhaps you’ve already met with some potential customers face to face. And no doubt discussed business.

But I am going to forward an idea that can help you skyrocket your real estate postcard marketing response rate.

Toss the sales script out of the car window on the way over to his home. Sit down with him one on one and discuss why he wants to sell, also discuss why he resists selling. Get to know this one customer as a person.

This means devoting the ‘whole meeting’ to encouraging your customers to talk and tell you what they want and need, rather than having you make a sales presentation. You can also carefully include in the discussion, why he is finding it difficult to sell his home. Don’t just be satisfied with general answers. Ask leading questions and probe gently to get to know your customer.

When you return to your office after finding out everything you can from this individual ? including how he found himself in this position, what he intends to do after the sale and, if he?s willing to share, how this situation is affecting his life and that of his family ? write it all down. (And don?t worry, the odds are great he?ll share this information with you. Especially if you express a sincere interest in him. He?s probably been waiting for someone to talk to.)

You see, you?ve just discovered ?his problem.? Your job is to offer him a solution. And that should be the major focus of your next postcard campaign. Write your copy to solve this person?s problems. Don?t worry that your card isn?t going to just him. Rest assured that his concerns, emotions and intentions are echoed throughout your territory by many others.

Take a good look at the mailing list you’re intending to use for this mailing. It’s not a list of names. It’s a list of people. People whose lives are in transition. What can your firm offer them that will eventually not only take the burden of the house off their backs, but start them on a new road to success?

Going to a meeting with your prospect to get to know him and not close a sale, has helped you see the person behind the customer information you have in your real estate marketing database. In some ways, your increased empathy with your customers can also positively change the way you provide and not just market your services.

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