Building up trust through your direct mail means never relying on fear to motivate a home buyer or seller. Alarmist announcements of, “There will never be a better time to buy!” (or sell) and “Last chance for a great deal!” turns off even the most motivated home buyer or seller.
As we all know, circumstances outside one’s control often bring out buyers and sellers to purchase or sell a home. Adding to their stress by crying wolf doesn’t work well to develop a solid relationship.
Falling back to the education aspect of your direct mail, you can — and should – inform buyers and sellers of all the reasons it’s a good time to buy (historically low interest rates, special tax credits, abundance of selection, potential bargains to be hand in foreclosure and short sale deals, etc.) or sell (spring selling season, buyers motivated by low interest rates/tax credits, tip-top condition homes sell quickly in comparision to potential fixer-upper foreclosures, etc.).
However, keep the alarmist, “The sky is falling!” phrasings in your direct mail for true emergencies.
Share with us the way that you develop relationships with your direct mail.
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