Marketing for Deals ? Consider the Seller's Mindset | CSS Real ...

A marketing plan is just as important as a business plan when you are trying to build, maintain or grow a real estate investing business. In fact, a business plan without a marketing plan is just not complete. As you develop a marketing plan for your business, consider your seller?s mindset at the time that your message reaches them.

While marketing for sellers, you can reach them with a ?shotgun? approach or a ?rifle? approach. With a shotgun approach (e.g. signs, flyers, car decals, etc.) you are spraying your message out for all to see and hoping that just a few interested people give you a call. It is an excellent way to reach a wide audience. With a rifle approach (e.g. direct mail) you are identifying home owners that have a high probability of needing to sell a property and contacting them directly. Both of these methods should be used when finding properties, but you must also consider the mindset of the seller at the time that your message reaches them.

You are generally going to have two different mindsets that you will market for ? impulse sellers and conscious decision sellers.

Impulse Sellers have an immediate problem that needs to be solved in short order. These people will call any piece of marketing that is in front of them at that particular moment. Their motivation is strong and they aren?t concerned with who the buyers is as much as they are concerned with just getting the deal done. Branding your message with a logo or company name is not important at all with impulse sellers as long as the marketing message is very clear and concise and has a strong call-to-action (i.e. CALL NOW).

Conscious Decision Sellers also have a problem that needs to be solved but the problem may not be as immediate. These sellers may or may not realize that a problem is pending yet they usually have some time to consider their options. Their motivation will still be strong but they are more conscious of who the buyer may be and have time to consider their options. Branding your marketing message to these types of sellers is important as you want them to be able to remember your message and keep your number for future use.

Both the shotgun approach and the rifle approach work on both types of sellers, but in your marketing plan you need to realize who your target audience is and what type of seller they may be. Your branding and frequency of communication will be different depending on their mindset.

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