| "In Real Estate Investing, Like All Other Businesses, | | | | mail and it doesn't work in my area." This, of course |
| The People Who Make The BIG MONEY Are Better | | | | is absurd. What I usually say to them is "What's the |
| At Marketing" | | | | difference between a 1 dollar bill and a 100 dollar bill? |
| | | | It's the message on the paper! |
| When meeting other investors, one of the most | | | | So many people send out $1 messages and expect |
| frequent questions I am asked is how is it that I | | | | $100 results. It just doesn't work that way, and it |
| manage to buy up to 5 properties a month when | | | | never will. The $1 message screams out to your |
| they are struggling to find one. | | | | prospect all about you, and how you will buy their |
| It only takes me a few questions to get to the | | | | house sight unseen. |
| problem. Their marketing doesn't make the grade. It's | | | | First, an ugly truth: Your prospect doesn't care about |
| either haphazard, inconsistent, or nonexistent, and | | | | you. He cares about someone who has a solution to |
| instead of facing that they want to tell me that it's | | | | a problem they are having. When you take out al the |
| the economy, or it's different where they live. | | | | I, I, I, of your direct mail pieces, and replace it with |
| Here is what I counsel all the people who want to | | | | possible solutions to their problem, then you have a |
| make wheel barrels full of money: "Don't ever forget | | | | far better chance of having them contact you. |
| that above all else you are in the marketing business. | | | | No one is born a terrific marketer. You would not |
| The extent to which you embrace this fact will | | | | believe some of the mistakes I made when I started |
| ultimately determine your success or failure in this or | | | | out. But I got the education I needed, and was |
| any business!" | | | | never afraid to invest in seminars that ultimately got |
| A bold statement, I admit. Now obviously you need | | | | me to a position of making over $1 million a year. |
| to know the basics of the business, how to buy and | | | | You can become a great marketer too, but you |
| sell homes for a profit, but beyond that, your | | | | must get the education on how to do it right, and |
| marketing will be the difference between you and all | | | | the system to execute it all. |
| the other investors out there. | | | | I know that marketing will make the difference |
| Why is it such a difference? Because when you | | | | between an investor who does 3 deals a year, and |
| market well, people come to you to help them solve | | | | the ones who are doing 4 or 5 a month like I do. |
| a problem, and that makes all the difference in the | | | | Proper marketing will produce truly motivated sellers |
| world. Yes, you can go knock on doors of every | | | | which are the best prospects in our real estate |
| FSBO or foreclosure in town, but the positioning is | | | | business. This will make a difference between making |
| terrible. First, you were not invited, and the prospect | | | | $50,000 per year or $50,000 per single month! |
| is likely to be so defensive or angry, you are not | | | | To summarize, you need to become good at |
| going to get very far. Unless you really like rejection | | | | marketing, that's the first step! The second step is |
| and a very low return on your effort, this isn't the | | | | for you to realize that you need a motivated seller |
| way to go. | | | | to create huge profits. The first step will take care |
| I send postcards and direct mail to my prospects all | | | | of the second one! |
| the time. Sometimes people say to me: "I tried direct | | | | |