Chapter 22Direct Response Marketing Strategies to Find Buyers

Marketing is a contest for people’s attention.

—Seth Godin

The secret to longevity in the real estate investing business is to become a marketing rainmaker. You’ve already learned the power of utilizing direct response marketing campaigns to find motivated sellers. However, direct response marketing is just as effective at the other end of the transaction as well.

The immutable law of marketing declares that there is a direct relationship between the number of prospects you have and the income you earn. No matter how much you know about the business, how hard you work at being better than your competition, or how much you try to be different and stand out from the crowd, at the end of the day what matters most is how many leads you generate. If you don’t have leads, you don’t have a sustainable long-term business.

Direct response marketing is a technique designed to generate a direct response from a potential customer by making an appealing offer, often in the form of a free premium for responding. Direct response marketing is also the polar opposite of branding or image marketing, which focuses on the advertiser and not the customer. Anyone who is championing that they are number one or the best in an area is not focusing on the customer. They are focusing on themselves.

The ways we market to buyers through direct response marketing are very similar to the methods we use when we market to sellers. The difference ...

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