Aug
26

Attracting Real Estate Homeowners With Pain Campaigns

Filed Under Real Estate Investing 

The Real Estate Pain Campaign For Sellers

Pain and problems dominate the lives of people every day and as a result we are constantly looking for solutions to our pain and problems.

In real estate marketing we would be wise to use a formula to attract buyers and sellers. The PAS formula is a great model.

What is the Problem - Agitate - Solve Formula?

I first learned of this formula years ago from a copywriting guru and it has served me well over the years.

Identify a problem. Agitate the problem. Solve the problem.

The fact is people respond better to pain which is why so much marketing revolves around solving painful problems. Next time you are watching TV watch the ads closely and you’ll see they follow the PAS formula to the ‘T’ and focus on the problem, agitate the problem, then solve the problem which is to buy their product.  (a good example are the ProActive commercials dealing with the problem of how people feel ugly, feel embarrassed, but then by using ProActive they become beautiful and sexy).

In your real estate marketing be sure to fully capitalize on the PAS formula. Show the problem. Agitate the problem. Solve the problem.

For those of you using the ULTIMATE Real Estate Marketing System I’ve just added ‘The Pain Campaign’ and you can request it at no charge through the support desk.

This email campaign includes three letters that go out 6 days apart and not only follows the PAS formula but includes emails that capitalize on headlines with pictures that grab the seller’s attention.

The first email “Is Trying To Sell Your House Giving You A Headache?” has a picture of Bayer Aspirin and is built around the pain and headache of selling your house.

The second email is “Are You Getting Indigestion Trying To Figure Out How To Sell Your House?” has a picture of Pepcid Antacid and is build around how upsetting it is to try and sell a house in today’s market.

The third email is “Who else is sick and tired of hearing their friends complain about not being able to sell their house?” and has a picture earplugs and is built around hearing from friends and the media about the dismal real estate markets.

Now you can see why we call it the “Pain Campaign”! This email can also be converted to a letter campaign and top marketers will replace the pictures with inexpensive product samples making it a bulky/grabber campaign.  Both work exceptionally well.

Author: Gerald Romine

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