Do you know what WIIFM stands for? It’s not the latest internet radio. It’s actually an acronym for a direct marketing principle that every good real investor should be aware of. WIIFM means What’s In It For Me? This is the first question that your customer will ask upon receiving your postcard. You should be able to grab their attention, or else, your postcard will end up in the garbage bin.
Instead of hogging the ball, pass the ball to your MVP (the home seller or home buyer), so he can take the winning shot. Your customer wants to shoot and get the points fast-so do you. To do this, your prospect needs to have a clear understanding of your offer in less than 30 seconds.
A classic advice is to emphasize the benefits or “what’s in it for the customer.” This means not flooding the prospective home seller with your business brochure and professional bio. Instead, give the home seller an offer that clearly states what in it for him or her.
Of course, your years in the industry and track record in selling houses that bring excellent profits to homeowners are worth writing about. But in your real estate direct mail, your skills need to be framed in a way that the focus remains on your customer.
Just listing what you can do and have done for others in the past is not good enough in real estate marketing. The question in the mind of your prospective customers is, “How can you help me with what I need right now?” Hence, you need to change the angle from you are the best realtor, to offering benefits to your prospective customer.
If you provided an answer for the question What’s In It For Me, you are on your way to success. But you also have to remember that it’s not as easy as it sounds.
Answer that question for him and you’re succeeding in your marketing campaign. It’s not a simple question to answer – not when it comes to real estate investing. You must consider exactly what your customer wants.
Aside from that you can also offer affirmation to your customer that whoever will buy his house will take care of it. Nothing beats a personal comfort.
But maybe – just maybe – in addition to wanting the money, he may want to be reassured that whoever buys the house will treat it well will love it the way he and his family has. After all, to him, the house is more than just a structure it’s a home where his children played and slept, where family meals were eaten where family stories were shared. Keep these things in mind when you attempt to answer the question – from the seller’s perspective – What’s In It For Me?
Offer the benefits they will get from your services. But what would make your postcard unique is to give a more personal touch by comforting your clients during these tough times. If you follow this tip, you’ll surely amass a large number of interested clients.
