Real Estate Letters – Direct Mail Campaigns Still Work

If online marketing is such the rage, why do agents still mail real estate letters? Well, in a word or two…it’s because direct mail marketing still works!

If you’re an agent you need to market your services. You won’t get any business if people don’t know that you’re in business…and a multi pronged approach is arguably the best approach. For example, networking, handing out business cards and distributing flyers will work to your benefit.

And although mailing real estate letters is not as glamorous, or appealing, as internet marketing it can still be an integral component of your marketing plan. People still like receiving mail delivered by the postal service, despite being bombarded with more junk mail than they care to receive; so why not give them what they want?

There are other advantages to mailing real estate letters, but in this article I’ll only address three of them; decreased workload, residual payoffs and increased income. Let’s take a closer look at each to see how they can benefit you.

One. Decreased Workload – This should be an obvious one, as once you’ve written one letter you can mass mail it until your heart is content. Plus, with just a little bit of imagination you can take one letter and generate scores of other letters from it. Once you’ve done the work once you can reap the benefits for as long as you’re in the business.

Two. Residual Payoffs – A thing about letters is that they can sit around a person’s house for weeks before they get around to responding to them. And that’s okay, because they still have more shelf life than a phone call, which can be forgotten just as soon as the call is ended. In fact, it’s pretty common for prospects to call months after receiving letters, which I call “long tail marketing”. The point here is to not get discouraged if you don’t immediate results.

Three. Increased Income – Real estate sales and marketing is a numbers game and a direct mail campaign can help you spread to hundreds of people that you can potentially leverage into leads that result in listings and sales. Fifty letters a day times five days a week will result in 250 contacts per week. How many leads are you generating right now?

Summarily, real estate letter marketing campaigns can help you increase your business, to generate more prospects, get more listings and earn more commissions.

Market America – Golden Opportunity, Money Pit, Or Just a Good Place to Shop? Part 2

If you read my first installment you saw that I had jumped head first into the Market America arena because of my belief in some of their products due to the relief I received from a persistent medical condition. Unfortunately my jump in left me unprepared, uninformed and ill-equipped so I have spent the last month figuring out what I was doing, where I was going, and that it was predominately wrong. I will try to outline some of the obstacles that I have encountered, and provide some insight which will hopefully allow anyone in a similar situation avoid the negatives and find the positives.

My Number ONE mistake

When you are going to jump into something like this, try to get your spouse on board BEFORE you do it. My mentioning this should obviate the fact that it is not something that I did. This has led to the battle of the decade between myself and my wife and has made our start with this endeavor less than pleasant, to say the least. What I had jumped into with the absolute belief that I was doing something with unlimited positive potential, turned into a nightmare with me trying to do everything I could to get the process started, and my wife fighting me every step of the way. Although I was anxious and willing to take the steps needed to, what I believe will, change our lives for the better, she believed she was “happy” with the way things were and became belligerent in her objections to every aspect of “our” (I thought) new home based business and anything and everyone associated with it… including the person that “got me into it”. This being my sister, of course, made the situation unbearable. The more I would do to try to get started, the more she would do to sabotage my efforts. Receiving negativity, ridicule and criticism from partially informed and unenlightened acquaintances is one thing, however, living with and coming home to it every day it is quite another. One of the reasons that people get divorced has been demonstrated to me in a very personal manner. Needless to say this has been a major obstacle which has taken a lot of time and effort to get beyond (hopefully), and quite possibly could have been avoided if our individual goals had been addressed prior to my committing to the business.

The sad part is that I did not learn from previous experience as it is not the first time we have gone through this. A previous venture that I entered into put me into a position of wealth and power, but with my wife as my enemy led me to walk away from it to “salvage” my marriage. I have regretted that decision every day since and am determined and confident that WE will succeed together this time.

Additional miscues

Although I have spent endless hours online researching countless opportunities both through my own searches and then offered up in the resulting onslaught of junk mail, upon entering the Market America family I began to institute activities that I believed needed to be done to get started, without reading the “getting started guide”. I read the career manual, attended a number of seminars, and began prospecting for interest in products both in person and online with limited success. I was immersed in my efforts, attempting to do it myself while admittedly overly distracted by the aforementioned situation. I purchased numerous products both to sell myself on, and also try to sell my wife on to “convince” her of the validity of the company, the product lines and thus potential for earnings. For me it reinforced my belief, but as the saying goes, you can’t sell a drowning man a glass of water, even if it’s the best water in the world. This was not the right way to get started.

The company has a 16 year history with a proven track record, and the guide is supposed to be followed in order to emulate the people that are already successful in the company. I didn’t even notice that I had the guide until I was no longer distracted. I should have known there was a simplified set of directions. The career manual, while much thicker and in depth, may be the blueprint for the business, but is not the blueprint for getting started.

Some needles in the haystack

While in my distracted state I spent countless hours trying to find the way to get myself started. In the process I came across a couple of gems which while not directly related to Market America and their plan, are nonetheless worth mentioning as I believe they have contributed to my progress, helped in resolving my number one obstacle, and will ultimately assist in our efforts to build our business to as far as we desire. The first of these is a series of emails I received from Joshua Valentine. I don’t remember how I got onto his list, but the free information he provided in his emails was both informative and enlightening. Although I have not gone on to partner with him in the business the emails were directed at, I sincerely appreciate what he provided and look forward to seeing him at the top. The second of these gems is a free bootcamp that was offered by Mike Dillard at Magnetic Sponsoring. As with Joshua, the information provided in the free bootcamp was very informative, but in this case led me to purchase his product, and also additional products from him including Blackbelt Recruiting and Traffic Formula 2.0 which will without a doubt provide me with an unfair advantage over anyone lacking the knowledge contained in them.

My take on my decision to sign up and what I have learned thus far

Although off to a somewhat rocky start, I am sure that I made the right move. Market America has some good people, and some not so good, some that just want a little extra income, and some that want to go all the way. And some eventually drop out, it’s not for everyone. You get out of it what you are willing to put in just like in any other business.

My exposure to the company thus far however has been overwhelmingly positive, you just have to read the directions and look in the right places to get linked up with the best people that are in line with your goals. JR Ridinger, the founder of Market America, is truly a man that believes in his vision of what the company can provide to anyone willing to follow the plan that has made a great number of properly motivated people wealthy beyond anything they could have attained in a traditional job. We intend to be among them. When have you ever seen a privately owned company volunteer to be audited every year and provide that to anyone that wants to see it? They do it. What company gives the people at the bottom the opportunity to out-earn the people above them if they have that motivation? They do it. What company has multi-millionaire people with guaranteed residual income working directly with teams of new entries? They do it. Invaluable training is available to those willing to “just show up”. One of the themes that they try to drill into you is – You have to decide who you are and what you want, write your goals down. Make your short term goals attainable, and your long term goals will become your reality. And lead you to believe it by showing where they came from, a corrections officer, a body shop worker, a waitress from a restaurant near where I grew up. Real people that are living the dream.

Unfortunately if I sound like a cheerleader for the company now to you it is because the atmosphere that is generated by the people of the company that are already successful because they followed the plan is contagious, and I just went to a seminar with Andy Docos as the featured leader, and he is inspiring! But am I being brainwashed? Will this work to help us attain our goals? I’m certainly not a guru yet but we are making progress…let’s see if it lasts until my next update.

Small Business Marketing – How To Do It Right!

There are two broad categories of marketing – one appropriate to small business, and the other not so much so. Unfortunately, a large percentage of small businesses don’t know the difference between the two and they waste money, and loose potential clients and customers because of it.

Two Types Of Marketing

Marketing can be separated into two broad types:

  1. Image marketing.
  2. Direct response marketing.

Image marketing is about YOU and your business. Direct response marketing is about the CUSTOMER and their concerns.

Image marketing is designed to impress the client with how great you are: how professional, fast, award winning, environmentally friendly, etc. It doesn’t address the customer’s needs and it is often filled with “fluff” that really doesn’t have much to do with anything. You’ve seen the ads – beautiful sunsets, soft music, cute puppy dogs, a recital of how great the company is – what the heck that has to do with “selling widgets in Peoria” I’ll never know!

The Best Marketing For Small Business

While image marketing “might” have a place if you are a major corporation with boatloads of cash to burn (I’d still argue that ‘dollar for dollar’ it isn’t as effective as direct response) a small business typically doesn’t have lots of cash to burn and must make every dollar count. Direct response marketing is designed to get potential customers to “do something specific that directly leads to a sale.”

An effective direct response piece is ALL ABOUT THE CUSTOMER! The only thing relating to you and your business should be your contact information – that’s it! The purpose of a direct response piece is to get the customer to TAKE ACTION NOW.

Making A Compelling Offer

The heart of an effective direct response piece is the “compelling offer” you make to your prospect. To do this well you must know your customers inside and out: their problems, their concerns, their desires, their aspirations. As one famous copywriter once said (I forget who), “Your ad copy should enter into the conversation that’s already going on inside the head of your prospect.”

This makes sense, because if you already know what your customers are looking for then you don’t have to “convince” them to do anything. If you simply offer them what they are already looking for then you don’t have to resort to fancy sales gimmicks and tricks.

By using direct response marketing to focus on your customers’ needs and not your own, your marketing becomes an exercise in writing compelling offers and putting them in front of your prospects. If you know your clients well and your offers truly address their needs they will respond.