Real Estate Investors: How to Get Private Lenders with Direct Response Marketing!

Real Estate Investors: How to Get Private Lenders with Direct Response Marketing!

Direct response marketing when done correctly is an effective method for attracting private lenders who are willing to invest in your real estate deal or for marketing your real estate investment product. However, many real estate investors are unsuccessful when it comes to drawing clients into their circle.Why Do Investors Fail?Over 80% of real estate investors fail during their first year because of not enough patience. It happens all the time. They want to buy 14 properties the first month. Another reason is not enough leads and that's what we're talking about here.We're going to talk about different ways to get potential private lenders into your funnel.Direct Response MarketingDirect response marketing is a form of marketing that's designed to elicit a direct response - exactly as the name.That response might be really one of two things. One, it may be to ask for more information, or two, to potentially buy something right on the first contact.Something about direct response marketing is that it is measurable. Meaning, if I send out 1,000 postcards and I get four people that call me back I have a .4% response. I can measure it.Produce Measurable ResultsThen I can send out a different post card a month or two later, same 1,000 postcards. Let's say I change the headline, the color, text or whatever and I get 14 calls back. I can now measure what's going on there because I know I sent out the exact same 1,000 postcards. In one case I got four responses and the next one I got 14.You know at that point whatever you did on that 14 postcards obviously is much better than what you did on the prior postcard. You can then learn from your prior mistakes. If you produce a better headline or copy of the text, whatever you did you know you improved your response. It is measurable; it is specific so it allows you to learn from it.Now the opposite could happen. The first time send it out and get 14 calls and then the next time you send it out you get four calls. Again, now you've done something in the opposite direction, that's not as good as, it was.So obviously you know, "Okay, whatever I did that second time I don't want to do that again." You would go back to the original postcard and resend that or make another tweak and send it out again. The point of this is direct response marketing is measurable.Two Types of Direct Response Marketing* One-step marketingThat is where you are asking for a direct purchase at that point. A good example would be the late night infomercials. They want you to make the call right then with your credit card. A flier or any sort of ad in the paper where they want you to call and directly purchase a product at that point is classic one step marketing.In our context tonight I don't think that works very well. In private lending, in fact, I don't think it works at all in private lending. We're going to be talking about Two Step marketing.* Two-step marketingIn two-step marketing you send out some sort of marketing piece and that person will then call you up, email you or send you a letter, whatever basically asking for more information. They are starting a conversation with you, starting a relationship with you.You would then provide that person with additional information - potentially your free report. It could be something else, a letter, or you may even call them or go meet with them in some cases. Probably you would have a phone call or you would send something out.They would have a second contact with you and then potentially it would lead to a one-on-one meeting or you would invite them to a group setting where they would come into a meeting and learn more about the program.

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