How to Write Marketing That Works By Kathy Kennebrook

Kathy Kennebrook in one of the most successful direct marketers in real estate; she’s bought hundreds of properties using letters and postcards to targeted motivated buyers. Many of us have learned about marketing from her in the past, but at this year’s National Real Estate Investor’s Summit (sponsored by OREIA), she’ll share her best marketing strategies PLUS how to deal with the results of good marketing—what to do when the phone rings, how to follow up, how to make your offer and more. It’s her first all-day seminar in Ohio, and you really shouldn’t miss it. Register for the Summit now, while it’s cheap, at

One of the most important aspects to a marketing campaign is to create a solid mail piece for your business: one that sellers will actually respond to.

Here are the key things to remember when you want to create effective messages:

  1. Don’t just explain what you do or what you’re offering;  “touch” your prospective seller with “the dream”, or “the solution” to their problem. You’ll want to touch the basic emotions and the needs of your seller within the body of your letter, whether that is fear, relief, greed, pride or vanity.
  2. Keep it simple. The grammar doesn’t necessarily have to be perfect. You want to reach this person at their comfort level. Keep your letter relaxed, personal and conversational.
  3. Use simple language; don’t fill your letter with big words or technical words or “industry jargon” that your seller or your customer might not understand.
  4. Don’t make your letter hard on the prospect’s eyes: use paragraphs so that there is a specific break between thoughts and so that the letter just flows better and is more pleasing to the eye.
  5. Even though this is a personal letter, I still begin with a powerful headline or first sentence to make sure I have their attention so that they read the rest of my piece.
  6. I also list the benefits to the seller of choosing to work with me the investor, as opposed to perhaps listing their home or trying to sell it themselves. You have competition for your seller’s attention and business; explain why you’re the best choice.
  7. Always include a strong P.S. In my case the P.S. is “contact me immediately since we budget to purchase a certain number of homes each month.” This motivates them even more to contact me right away.
  8. Create residual mailings so that your seller/customer sees your message over and over again. By doing this you create credibility with your prospect and when they need your services they will contact you first.

When you are creating direct mail pieces or letters no matter what business you are in remember to think about writing your letter as though you are writing to just one person.

For example, you wouldn’t begin your letter “Dear Neighbors”, you would begin it “Dear Neighbor” or “Dear Friend”. Within the body of the letter you should write as though you are writing to just one person, so you wouldn’t say something like “all of you” within the body of your letter. These few points will help you to create direct mail campaigns that will net you excellent results just as ours have over the years.

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