Newspaper Real Estate Leads
Start With Headlines That Sizzle
Newspaper Real Estate Leads. The headline of your newspaper ads
are responsible for 70% to 80% of their effectiveness generating real
estate leads. The success or failure of your marketing is directly
related to the power of your headline.
Generally, only 200 of 1000 people will actually read your full ad, which is
where your profit is sitting. Capture another 200 customers with a killer headline
and you will double your leads and sales. On the other hand you can easily lose
half your prospects with a poor headline.
Attention Getting Headlines
When you're sourcing Newspaper Real Estate Leads headlines are just
that important. Even poorly written ads have been very successful because of the
overwhelming power of punch line headlines.
Your prospects will
decide whether to read your sales message in only two or three
seconds. That is all the time they will give you to scan your headline.
And you and I are no different. We do not READ a newspaper, we SCAN
the headlines of articles, newsletters, newspapers and whatever else we
read. We look for what interests us and the key to capturing newspaper
real estate leads is having great headlines.
Ideas For Newspaper Real Estate Leads
Following are some very easy and fun ways to find profitable headline ideas.
writing good headlines in the subject line of your emails. It is fun practice
and your recipients will enjoy it too. "RE: This Weekend" is passive and boring.
"RE: Let's Do It This Weekend" is active and compelling.
- Your junk
mail is a virtual goldmine of great headlines and sub-headlines. Save the ones
you like for future use. Mix, match and adapt the good ones to your use. If
you see a headline that is used over and over again, it's probably because it is
making a lot of money for that company. You do not have to re-invent the wheel.
Somebody paid $1000's to write that headline, and $1000's more to test it - and
you get to use it free.
- Look through your newspaper every day. Watch for headlines on
articles and ads that really grab your interest. Think about why those headlines
worked on you.
- Read the headlines on the gossip tabloids while waiting
to check out at the supermarket. Those headlines are the main reason thousands of people buy them
every week. Heck, they may be the only reason people buy them.
tabloids have the high paid experts on staff who do nothing but write compelling
and extremely profitable headlines. You can learn from the best at zero cost to
buy a good book on marketing. One excellent book, if still available, is "Tested
Advertising Methods" by the legendary expert John Caples (with a foreword by
David Ogilvy). John devoted four full chapters just to the subject of headlines
because he learned early on how important they are.
Four Tips To Writing Headlines That Double Your Sales
- Make Sure Your Headline Delivers The Punchline. The "punch
line" is the unique and powerful part of your sales message. You aren't telling
a joke here. Do not save the best part of your offer until last. Determine the
most compelling part of your offer and put it right at the top of your ad in
big, bold print. Virtually shout it out. And make the wording active, not
passive. For example, "Save 50% on Recliners" is passive. "Take Home A Recliner
for 50 Cents on the Dollar" is an active headline.
- Like any Punch Line Your Headline Should Be Short and Sweet. The headline should be as few
words as possible, yet long enough to tell them what you are selling and why
they should read your sales message. Usually ten words or less is a good target.
The consumer will read longer headlines if the first four words grab their
attention. If you need more words, start with a large, short headline leading to
a smaller type, longer worded sub-headline.
- Make Sure Your Headline Is The First Word Group Your Prospect Sees. I know this may seem a "no-brainer" but I see this mistake time
and again, particularly in local newspaper advertising. And, even more amazing,
the ads the newspaper "experts" use to promote themselves seldom follow this
Take a look through your newspaper. Notice how many businesses
start out their ad with their store name and location right at the top. This is
such a terrible waste of their prime "real estate". It is an ego thing really,
and can easily cost them 25% to 50% of their potential sales.
Always keep in mind - the public does not give a hoot about you. If they
are shopping for you, they will look in the yellow pages. They are only
interested in themselves and fulfilling their current desires. Put your store
name at the bottom. If the headline draws them in to read your ad, and you
convince them to want it, they will find your business name, no matter how
- Use Words Your Prospect Is Searching For. Here is another costly mistake you will see every day. Do not try
to get everybody to read your ad by being vague or cute. "Everybody" is not your
potential customer. Your prospects are only those who want today what you have
for sale today. By trying to capture everybody, you will actually lose many of
your most important prospects - the ones that want to give you money.
headline should sort out the buyers. Be specific. If you are selling condos,
then say "condos", not "single family home". Do not say "Condo
Development". Say "New Condos, Spacious Floor Plans, Gated Community - $10,000.00 FREE Upgrades". The more focused your
headline, and your sales message, the better the response.
Sourcing Newspaper Real Estate Leads on Steroids
Summarily, if you follow
these tips you will become an expert ad writer in no time - smarter than 90%
of your competitors and 80% of newspaper advertising consultants. And when you
experience the flood of sales that your headlines will create, others will want
to know your secret to writing profitable punch line headlines.
"Newspaper Real Estate Leads are great business boosters. Discover More Ideas with Lead Generation for Real Estate Pros".
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