Pop Quiz Hotshot (in Keanu Reeves’ voice):
What determines if your marketing is a success or a failure?
B) It creates ‘Interest’
C) It elicits ‘Desire’
D) It demands ‘Action’
E) All of the above ;-)
Sooooo…
Attention
Interest
Desire
Action
Hey moguls – Alex Pardo here…
Easy quiz, but making sure you follow the AIDA Formula is actually a lot more critical to your success as a salesperson than you may realize and can be the difference between succeeding or failing in any business.
Wait… You do realize you’re in sales, don’t you?
You totally are.
You, my friend, are in the business of selling houses… of selling your business model… of selling your integrity (in a good way)… selling those sweet wholesale deals to your cash buyers… you’re selling ‘the dream’… and most importantly, you’re selling yourself each and every single time you connect with a seller, a buyer, a broker, an agent, or any ole ‘mom and pop’ you happen to interact with in the course of "day to day" business.
So you’re not in real estate. You’re in sales and marketing, like it or not. You just didn’t realize it. Now you do!
So here’s the deal...
Don’t Be Boring
Remember in the movie Gladiator when Russell Crowe screams to the crowd:
“Are you NOT ENTERTAINED?!”
Well, consider that when you are marketing. Entertain your subscribers – the people to whom you’ve got something to sell. Make people want to open your email. You want them begging for your next email, and have them anxiously wanting to know what you have to say (or SELL) next.
So how do you accomplish this?
DON’T. BE. BORING.
(Yes, I covered that point already. Repetition, dear Grasshopper.)
Now that we’ve covered the basic rule of Sales and Marketing, let’s focus on...
The Subject of Your Subject Lines
You need to be creating juicy email subject lines that slap cash buyers out of their trance (and have them looking forward to your wholesale deal).
Look, I’ll tell you right from the start: It’s your email subject line.
I know, mind shattering, right?!
Here’s the deal: Your email subject line is the most important part of your email.
Why?
Because if your email subject doesn’t do its job, then no one will even see your actual email. No matter how awesome your deal or how slick your copy writing in the actual email is… it might be all for naught.
So what’s your email subject’s one and only job?
To sell the reader on opening up that email of yours. That’s it. Just get them to click and open.
Then your email takes the baton from there, and it’s one single job is to sell them on clicking through to see your awesome deal, in all its glory… or to respond back to you (depending on how you craft your email).
For this reason, most experienced marketers (including yours truly) will sometimes spend as much time coming up with a sexy, gotta-click-it headline, as they’ll spend writing the whole rest of the email…
Sometimes even more time – sometimes coming up with half a dozen different possible subject lines (just to see what my creative mind can come up with) and then choosing the one that really grabs me by the face.
To some of you, this sounds like complete and total overkill.
It’s not.
This is why my emails convert and sell much more effectively than yours.
So here are some boring email subject lines (in my opinion):
“New Wholesale Deal”
“3/2 Single Fam for Sale”
“Wholesale Inventory Available”
“Miami Deals for Sale”
Meh.
Now, here are some entertaining email subject lines that will make most people curious enough to click on your email:
“Sexy Naked Leprechaun Leaves a Pot of Gold at THIS Wholesale Property”
“If they legalize WEED, you wish you’d got this 2.5 acre Wholesale Property”
“OMG, Must Sell This Fast (or my wife will kill me)!”
“Bad Ass 4/3 House on 1.33 Acres ;)”
“[MUST ACT FAST] 3/2 Turn Key Built in 1995]”
“SURPRISE :-) A new wholesale deal in ...”
“[BRAND NEW DEALS] Not on MLS”
Ba-BAM!
Yes, those are some of the exact subject lines I’ve used to market our deals that have yielded the highest open rates.
If your email open rates are below 10%, you are probably boring people to death, sending out crappy deals, or a combination of both.
If your open rates are north of 15%, keep doing what you are doing, but always split test subject lines, and take stock of the ones that give you the highest open rates.
Marketing is about testing and tweaking, testing and tweaking.
Capiche?
One last note before I bounce...
Everything I covered in this lesson can (and should) be applied not just to your email subject lines, but to HEADLINES also. Meaning, headlines on your bandit signs, your online ads, your web pages, etc. Same exact principle applies, across the board.
Anytime you market, follow the AIDA Formula, and that begins with
GRABBING ATTENTION. You want your message to slap people in the face and have them thanking you for doing so.
Something to Add?
Do you have a catchy subject line that does well? Share below.
Understand that you are in the sales and marketing industry.
Stop being boring.
Create entertaining and click-worthy subject lines.
Track which emails get the most opens so you know which subject line are the most effective.
Alex Pardo
has been investing in real estate for 9 years. Before he started working on his real estate investing business, he worked for GE Consumer Finance in their Financial Management Program. He quickly realized that staring at Microsoft Excel for 14 hours a day was the fast lane to the dreaded rat race, so he completed the 2-year program, and decided to backpack around Europe and Africa for 3 months, before diving into Real Estate full-time. Two months later, he closed his first deal and made $44,000. Almost as much as he made in 1 year at General Electric, and needless to say he hasn’t looked back. Fast forward to today, he has started several businesses and has learned as much from his failures as he has from his successes. To date his company has closed over 250 real estate transactions and has helped countless homeowners and investors in the process.