Real estate investors need to communicate compellingly to several different audiences. Since face-to-face marketing isnt always possible, they frequently use persuasive written content (“copywriting”) such as signs, ads, flyers, sales letters, websites, and blogs.
If you are a real estate investor and your want to create some persuasive content for your audience, make sure that you include these 7 elements in your copywriting…
The two easiest ways to build trust is by demonstrating that you have knowledge and experience. Before you start writing, list all of your knowledge and experience and then find ways to communicate that effectively.
If you don’t have a lot of space (i.e., you’re trying to squeeze the information onto a small sign), summarize your experience quickly with a phrase like “10x real estate investor” or “investor with 100’s of successful deals”.
If you have lots space (i.e., maybe in a brochure, slideshow, or long-form sales letter), give more detail — how many deals you’ve done, the average profit the deal, the average days on market… or whatever is relevant to your audience.
In copywriting for other businesses, a guarantee is something that I strongly recommend. But in real estate investing, guarantees are difficult to include (and sometimes illegal — depending on what you’re trying to guarantee!). So the alternative is to assure your audience that you will deliver on what you say you will deliver.
Some of that assurance will come from the trust you build (see #1) but for my real estate investor copywriting clients, I strongly recommend that you also include testimonials, which provide a type of assurance that other people have been happy working with you.
In some cases, you might include a guarantee of delivery instead of results. For example, you might be able to guarantee that you will return all calls within 24 hours or you’ll give someone a firm answer within 48 hours about whether you’ll buy their distressed home or not. Those are delivery guarantees because they promise a service-based effort. Compare that to the results-based guarantees (“I guarantee that you’ll get a 50% ROI on this house!”)… see the difference?
#3 ATTENTION-GETTING PREMISE
Each of your audiences (bird dogs, distressed homeowners, hard money lenders) have a million other real estate investors who want to do similar deals. So you have to stand out and you can do that with an attention getting premise. This might include any of the following:
- Service-based premise. For example: You’re the fastest-to-respond investor
- Results-based premise. For example: You’re the most successful investor in the Chicago area
- Specialty premise. For example: You’re the investor who specializes in 4-plexes
- Experience premise. For example: You’re the investor is also a military veteran
- Unique/bizarre premise. For example: You’re the investor who was a world hot-dog-eating champion
#4 EFFECTIVE OBJECTION-HANDLING
People will have objections and concerns about working with you. It can be tempting to gloss over those objections under the misconception that if you don’t mention them, the reader won’t think of them. But that’s a mistake. Instead, anticipate ALL of their objections and handle as many of them as possible in your copy. Here’s a great way to proactively deal with objections.
#5 SALES FUNNEL STRATEGY
Developing some great copy that helps to position you as an expert and compels people to act will only work if you think of your copy in the larger context of your sales funnel. How will people see your copy (i.e. what marketing will you use to drive them to your copy)? What are they thinking about when they are reading your copy? What do you want them to do as a result of your copy? And what happens after that? And after that? Where will you upsell them? Do you have ancillary products or services to offer?
People will only act when they perceive value. Your real estate deal might offer value to you when you sell/rehab/rent it… but will the people you want to work with see the same value as you? Beware of approaching your deals with so much tunnel vision that you completely miss out on the fact that the people you work with MUST see LOTS of value to them in the project before they act.
(Note: This is true of any business! I’ve had several potential clients ask me why I won’t take on their project even though it is such an exciting project. Well the harsh answer is: It’s only an exciting project to them. It looks like a money-losing, time-sucking, problem-festering project to me! YOUR bird dogs and distressed homeowners and hard money lenders will have the same mindset about some of your deals if you do not make the IMMENSE value plain to them).
#7 CALL TO ACTION
All of your copy needs to have a call to action. You might already know that for your signs and flyers but too many real estate investors ignore this step for their websites and investor slideshows. Whenever you write ANYTHING, make sure that you know exactly what you want your audience to do as a result… and then write all of your content toward that desired step.
[Image credit: Atlanta123]