Thoughts on Real Estate Marketing…

The first part of this message is taken from the fundraising ezine I just sent… but the more I think about it, the more it applies to all marketing.  So if you’re not a fundraiser, read it anyway and then read the end…

When you write to prospective donors, what do you say?

Do you tell them what you have done, or what you will do with their money?

I’ve just read some interesting studies that say you may have better success if you tell them what you ARE DOING right now. Just make some small adjustments in the way you present the message.

For instance, when you write those all important thank you notes, instead of saying “Your donation helped us…” or “Your support will help us…” say: “Your donation is providing …”

You can, of course, transfer that into your fundraising letters. I’ve told you many times that it’s wise to begin with a thank you, even if you’re writing to someone who has not yet given. So here’s a for instance:

“Dear Mrs. Jones,

Thank you. Because of your generosity, Bigtown Animal Rescue is providing food, shelter, and medical care for the dogs who are the innocent victims of today’s housing crisis. Thanks to you, these deserving animals – abandoned when their humans lost their homes – are getting a second chance at happiness.”

Then you can go on to cite numbers, tell of your successes, and showcase a rescue and adoption with a particularly heartwarming story.

This same method can be used no matter what cause you are supporting. You could say “Thanks to you, Battered Mothers are finding support and shelter when they need it most.” Or, “Because of your generosity, adults who are struggling to gain literacy have books to read.”

Bringing your work into the present helps make it more real – it’s not history, and it’s not a promise for the future. Although, of course, you want the funding so it can continue into the future. That needs to be part of your letter as well.

But what about marketing your product or service?

The same thing applies. Although experience and history do give you credibility, people really want to know what you can and will do for them right now – today.

If you’re a real estate agent people don’t really care about how well you did last year. They want to know the success you’re having selling homes in today’s troubled market.

If you sell laundry soap, they want to know that yours does the best of any brand on the market right now. If you sell fashion they want to know that they can buy the latest styles from you.

If you’re a hairdresser, they don’t care that their Grandma loved your work – they want to know that you can cut their hair in today’s styles. (Unless you’re trying to appeal to Grat-Grandmas, and then they’ll want to know how you’ll use today’s products to make yesterday’s styles easier to care for.)

I could go on and on with that, but you see what I mean. People don’t really care what you have done or will do. They want to know what you’re doing for your customers today, and thus what you can do for them today.

So think about adding some “Now” to your marketing message.