Professional or Personal Tone in Your Motivated Seller Marketing?
I hope you think of your real estate investing as a business. I hope you run it like a business. But when you write a letter, what is the best way to present yourself?
On the one hand, you can use a very professional tone and put forth the image of a big company. This communicates credibility, right? Or on the other hand you can portray yourself in a personal manner from one individual to another.
So which is the best one? There are many opinions on the matter. Here is mine… When I create marketing message to motivated sellers (a letter, a postcard, even a display ad in the paper) I write is as if it is from one person to another. I imagine I am talking to a friend. I avoid sounding like I am “broadcasting” to a lot of people. I use the word “you” as much as I can and for sure more than I use “me” and “us”. This personal tone helps pull the reader in so that they can relate to the your message, and most importantly, with you.
People like to work with other people that they like. In addition, motivated sellers make decisions based on emotion. It is much harder to convey the needed emotion in a letter that has a professional “big company” tone.
Some of the creative packaging, headlines and letters I have used would raise a few eyebrows. At first glance they don’t come across as the most “professional” thing. But they get response. They grab attention.
How about the small garbage can with message crumpled inside or the letter delivered in a bottle? How about this headline:
An Overwhelming Wave of Sadness Washed Over Me
…when it came to my attention that you might own a house that is sitting vacant.
SIDENOTE: The letter that I use this headline in is available on the TCI. Go to Products>Freebies>Marketing.
My goal is to connect with the motivated seller, grab their attention and get them to respond not to create a barrier between me and them.
Now…don’t misunderstand me. I portray credibility with testimonials. I include my company name and credentials under my signature. I have included my title as president of the local real estate investors association to give me clout. But I don’t hit the prospect over the head with it. It is secondary to the personal connection. The message is about them, not me.
Be professional, but don’t sacrifice your personality. Let your personality show through in your marketing.
Here is one more thought…
When I address envelopes, I avoid putting a business name as the return address. This often signals to the reader that the letter is junk mail. This is a one-way ticket to the wastebasket. You should use a personal name (or if you are not comfortable with that) no name in the address at all. This will increase the number of letters that get opened.
Be personal. Connect with motivated sellers and prosper.
NOTE: Jason Van Orden is a marketing consultant to real estate investors. He has published many articles and courses on finding motivated sellers and succeeding in creative real estate investing.
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