So often, postings on Facebook or Twitter or email messages and even letters, cause you to stop and read it again. You wonder what the sender meant and what was their intent. All messaging, whether online or in written letters/postcards form need to convey the exact message using the perfect words so that the reader knows exactly what you are saying. Buyers and sellers will want to work with you when your message is accurate and you state your intentions. There should be no room for misinterpretation. The words that you use should be the right words to go with your point. A Thesaurus and Dictionary are your friends. Use them.
Words that you write create a picture in the receiver’s mind. That picture needs to be one that is consistent for all readers. When sending an email blast to your clients and prospects, double check that the impression your words are creating are the words that coincide with the your vision. You don’t want to describe something that is actually quite different than the actual case.
Words can have different meanings in different descriptions and sentence structure. This is why you need a thesaurus or a synonym finder. When you describe a home as “quaint”, does that mean it is simple, charming, sweet and attractive? Or is it actually eccentric, quirky, bizarre and whimsical. These are all words found in the definition of the word “quaint” in the Merriam-Webster dictionary. You need to choose the correct word to go with the correct description.
You don’t want to use words that over exaggerate a description of a home. Describing a house as palatial may give the impression that the house is huge. If the house is a moderate size for the area that it is built, use a word that says “moderate”. If the house sits on land, do not describe it as having acreage unless it actually does have acreage. State of art creates the image that the appliances are the newest and the best of the latest technology. If those appliances were bought several years ago, technology has changed a lot in those years, so you should not use the words “state of art”. The same thought should go into describing a kitchen as a chef’s kitchen or a professional kitchen. Use these words only if it is true. Then you will have no surprises for the person who tours the house.
Great direct mail campaigns have the ability to capture a recipient’s attention, get them to read and process content, commit to the message, then execute a specific call to action. This is where your personalized message comes in, “We buy houses at a discount for CASH & quick closings”. Whatever the message is, it’s absolutely crucial to get your point across and not try to hide it but rather blast it out to your audience! Your message most certainly has appeal and the more efficiently you articulate it and showcase it the better and larger your Return on Investment will be. Also, you want to make sure you have the right kind of clientele contacting you. Think of your marketing piece an upfront filter for yourself to weed types of clients out that you are not interested in doing business with.
We at Everest Direct Mail & Marketing, help build quality lead pipelines through consistent marketing and client relationship management. We will help you customize and send marketing materials that are written and designed to connect with today’s consumer. We use high quality printing to create new business opportunities or print full color property flyers to promote your listings at home. We will send drip email, direct mail or MultiChannel campaigns with our pre-built real estate marketing materials. We will create content including listing flyers or monthly newsletters. We will help you consider the various types of homeowners when determining the type of content to use in your direct mail campaign: Probate owners, Absentee owners, FSBOs, Expired and withdrawn listings and Owner-occupied.