How to Stand Out in a Noisy World: 5 Properties of Effective Messages
Human-to-human communication is the backbone of your business. At the end of the day, you’re not just selling a house, but you are providing a solution and alleviating pain. But, how can you stand out when home buyers are bombarded with aggressive advertising each day?
It can be a hard task, especially if you don’t have a strategic approach and don’t know how to engage prospects. Your prospects are too busy to pay attention to another boring marketing message.
So, how do you stand out?
Here are five tips for creating a message that will spark interest in your customers.
1. Create a Message Architecture
One of the biggest challenges realtors face is trying to figure out how to make their messages contextually appropriate for all the possible channels and devices. They best way to begin the process is by understanding the five W’s: who, what, when, where and why.
Who – Who is the target of your message? New leads, existing home buyers, or slipping prospects?
What – What do you want your prospects to know now that they didn’t before?
When – When it’s the best time to deliver your message? Is it right now? Is it three days before a house goes on sale?
Where – What’s the best medium for delivering your message – on your website, via email, or direct mail?
Why – Why are you sending this message? Do you want to get new buyers or nurture your existing leads? Or are you trying to retain customers that are slipping away?
2. Be Relevant
Every message you create comes with an expiration date. After all, it makes no sense to tell buyers about an open house one week after it happened. Likewise, try to ensure that the content of your message is personalized. For instance, you could make an offer to a prospect based on the pages he or she had viewed on your website. Vision Lead Intelligence allows you to contact potential leads at the right time through smart notifications.
3. Be Human
One of the biggest mistakes realtors make is not paying attention to their tone of voice. They are concerned with closing a deal, but they forget that what makes them stand out is being human. Home buyers don’t want real estate agents talking to them like they are dollar signs. They want authentic communication.
Try to establish a personal tone, without getting too affectionate. Start your messages with “Hi first name” instead of “Dear Sir/Madam.” Use pronouns, such as “I,” ”you,” or “we”, and address prospects like you would in real life. That will make your style appear more natural and interesting.
4. Be Clear
Do you know why so many messages fall flat?
It’s because they miss clarity.
Clarity means making your message easy to understand. If people can’t understand what you’re trying to offer them, then your message is not effective, right?
Before writing a word, ask yourself the following:
- What is your subject?
- What’s you point?
- What’s your outline?
5. Don’t Waste Their Time
Being concise is crucial when you try to connect with your prospects. It can mean the difference between onboard and uninterested. Try to keep your messages short. Don’t fluff them with unnecessary information – get to the point as quickly as possible.
Crafting an effective message is by no means a simple task. But, using these tips might ensure that the lead will get back to you.