No matter what kind of marketing you’re doing to attract home buyers or home sellers — or even where this marketing is (online, print, direct mail) — the key to success in getting prospects’ attention is to make sure you design for impatient prospects.
Impatient prospects. Impatient means every home buyer and seller. Everyone wants information yesterday. If not that quickly, they’ll settle for instantly. Everyone’s time is valuable and everyone is multi-tasking, so you have a short amount of time to get and keep someone’s attention and get them to relinquish their contact info to you.
Take a step back and look at your marketing in terms of its wording, style and design to assess its effectiveness.
At a quick glance will a reader (your prospect)…
…know what they receive if they give you their info?
…understand how to respond to your offer without frustration?
…be able to locate your contact info easily if they want to phone you or visit you instead?
Here’s how to capture impatient prospects:
- Ask for a minimum amount of information.
- Don’t confuse the prospect. (They’ll leave.)
- Design cleanly and clearly using simple language, descriptive labels and color coding.
- For online forms, minimize the amount of typing necessary by using pull-down menus, check boxes and buttons to select common response options.
- Make sure your communication includes an unsubscribe link. (Make sure it works too!)
No matter what you do, it’s best to review your marketing regularly and objectively. How do you reach and capture impatient home buyers and sellers?