People need problems solved not spoken to nicely…a true story

I was writing sales letters and emails for a real estate investor - Jason.

Due to those letters, he met with a family selling their parent’s house. The house had been vacant for a year and the children were taking care of all the maintenance and utilities for this empty house.

The letters piqued their curiosity, and they wanted to talk with Jason, who claimed to be fair and transparent. So he met with them, answered their questions, and got the house under contract. 

What you need to understand is these siblings shopped around. They received information from other investors. 

You know the letters, they say things like: 

“Please allow me to offer my condolences on the passing of Jane Smith. I’ve experienced the loss of a loved one and I know first-hand this can be a very difficult time. I am sincerely sorry for your loss.”

“The reason I am contacting you is that I understand you are the Executor of the estate.”

Or this: 

“The probate period for the estate of Jane Smith should be nearing the end, assuming, of course, there were no legal snags along the way which is often the case here in Florida. I was wondering if you had decided whether or not to sell the property located at 652 Harding Place in Tampa?”

These two letters are probate examples which are one type of letter. These examples are insincere and full of what’s in it for the investor, not the benefit to the seller. 

With refocused content in his letters, we help sellers see past the situation and focus on the benefits of working with Jason. He won the deal. He continues to use the letters today to earn clients. 

How about you? 

• Are your sales letters and emails speaking about the real-world problems your clients are having?

 

• Are they all about your investing company without stating the benefit to the seller?

 

• Or do they placate their feelings like talking to a  2-year old? 

 

• Do you provide solutions? 

 

• How about the next steps they can take to make those solutions a reality? 

They should. 

If not, you need to speak with your marketing director to see what you can do differently to start helping people. 

Or call me and we can write some great emails and letters together. You can also visit my website for my list of other services.