Real Estate Postcard Marketing Tip: P.S. How to leave a Kiss in Your Prospects’ Mind?

2 August 2009 No Comment

by M. B. Bradley

P.S. Have you ever noticed that every sales letter ends with a P.S.? It’s true. And there’s good reason why.

Check your most recent real estate postcard marketing copy. Does it have a P.S.? If it doesn’t, in your next mailing just add a P.S. without changing anything else.

What should you write in your P.S.? Think of a message that you want your prospects to recall. It can just be your phone number or a recap of your free offer. It’s any line that can rev them up to respond to your real estate direct mail.

Why is the P.S. such a fundamental fixture in the copywriting world? Simply because it works, it is also pure and simple. Statistics show that after the headline of your copy, your reader will immediately turn to see who has sent the mailing. And in the process, the reader then reads the P.S. This means that if you don’t use a P.S. you’re missing out on a vital selling opportunity.

Therefore, not having a P.S. in your real estate direct marketing materials is like not having a business card. You are making a decision, not to take advantage of all the marketing opportunities that are open to you.

First, you must remember that since it’s read by the vast majority of people first, it’s really a valuable introduction to your letter. So what does this mean for you? You need to make sure that anything you state in your P.S. is not only mentioned in the body of your letter, but actually amplified in it. Your reader may actually be reading the letter to gain more information about the topic mentioned in the P.S.

Write your real estate marketing P.S. as an informative and engaging introduction–just like a headline. This is because your prospects usually read your P.S. first, before the body of your real estate direct mail. Your message in the P.S. should then be discussed fully in your real estate direct mail.

It is also important to make the content of your P.S. short but substantial. Make sure to boost the content with powerful words but avoid making it long. Prospects hate it when your P.S. contains too many sentences.

Just as you spend a good deal of time perfecting the headline of your mailing, you need to spend some time, effort and thought, deciding what your P.S. message says. While it can be anything you deem appropriate, urgent and necessary, you do need to say it with flare. So don’t hurriedly write this.

Other real estate marketing investors find it effective as well to write the headline first in their copy, followed by the P.S., then putting the main content of your offer at the last part. This is another way of making your real estate marketing postcard more appealing to your prospects.

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