Businesses persuade people. Persuasion is the way they get a customer to respond, walk in the door, write back, call and buy. It doesn’t matter what business you are in, persuasion is the key element. Everything from the content on your website, property descriptions and images in your brochures and postcards right through to email subject lines, all need to be persuasive.
Urgency is the other half of the formula in generating business. You must give the recipient of the postcard a very good reason to call. The psychology of marketing makes people react to what we say is the goal. Changing the postcard theme every month and keeping the message fresh is the challenge. Using changing themes and one-liners prevents a fresh idea from becoming old and worn-out.
Build hype before it hits the market. Put out “Coming Soon” signs and postcards about the properties weeks before they hit the market. This builds anticipation and interest. Buyers are looking for any new home they can find in key areas. Scarcity can make a product extremely desirable! “Only two left”, “One of a kind”, “Price is Extraordinary”. By making something scarce, you give it a sense of urgency. When things are rare, it can make something seem more desirable. And of course, this leads to a faster reaction. Think Black Friday or the “how many left” counter on Amazon. When people think that an opportunity is going to pass them by, they react immediately. An example of the “Not many Left” scenario would be if the price of homes in a particular area suddenly escalates. Send out postcards and make it clear that properties are in short supply in this area. This adds a sense of urgency so that there is a quick call to action.
A postcard that has a sense of urgency to it and creates a natural psychological reaction to your message can also be done with Deadlines. “Act now before the first of the month!” will create a level of scarcity and urgency that will spur many people who have an interest in real estate to react.
People tend to do things that others are doing. Especially if those others are in their Peer Group and this influence can be incredibly powerful. It’s all about the influence of the testimonial. If a person is undecided on whether or not they should do something, and then they see someone else who ventures forth and has been happy with their decision, this helps them follow the same path and get the same benefit.
Before you begin writing your “Urgent Calls to Action” Postcards, you need to think as a home/land owner thinks. It’s target marketing, and we must think as the target thinks.
Everest Direct Mail & Marketing can create colorful, attention-grabbing designs with your images, logo, and any content you’d like to include – using your own design or one created uniquely for you by our talented and experienced designers.
Postcards give a marketing advantage because they allow room for brief, targeted content; they’re an easy read, meaning less of a chance a client will get bored reading it, and no need to worry about open rates.
Capture prospects’ attention through the visibility of a customized, colorful postcard in their mailbox and watch your response rates soar!