10,000 advertising messages per day.
That’s how many the American Marketing Association say’s the average American is exposed to.
So how do you make your message stand out?
In this video, we will explore one of the most important elements of your real estate marketing materials and how you can use it to attract the attention of your target audience.
Do you want better results from your lead generation?
Do you want more people to read your ads?
Hi, I’m Greg Lyles from Greg Lyles Real Estate Training.
As an agent, it’s pretty easy to spend a lot of money on lead generation and not see great results. Effective advertising depends on a lot of variables, such as your overall message, the images you use, your call-to-action and much more.
But there’s a simple trick you can use to write better headlines.
And headlines are where it starts. Legendary ad man, David Ogilvy, once stated that 8 out of 10 people will read your headline, but only 2 out of 10 will read the rest of your ad.
A great headline will get your postcard read, your Facebook ad more clicks and your landing page more conversions.
The tool I use is the headline analyzer from the Advanced Marketing Institute. The website is aminstitute.com.
To use the headline analyzer, follow these simple steps.
The first step to improving your real estate marketing materials
First, Enter the headline for your ad into the text box.
I’m going to enter the headline, “learn to write headlines that convert like crazy”.
Then select a category. I have found I get the same results whether I choose Business and Professional Services or Real Estate, so don’t worry that choosing the wrong category will affect your results
Next, click on the Submit for Analysis button.
You’ll see the results as a score and whether your headline appeals to the reader on an Intellectual level, an Empathetic Level or a Spiritual level. This headline scored a 37.5 and achieved a perfect balance of all three.
Below your score, they give you some targets to shoot for. They mention that most professional copywriters will score between 30 and 40% and the most gifted copywriters will score in the range of 50 to 75%.
Keep in mind that people buy, or make hiring decisions, on an emotional level and justify their decisions using logic, or intellectual reasoning. So if you can write headline that appeal to the Empathetic or Spiritual side, you stand a greater chance of getting them to read your ad.
Once you’ve seen the results of your headline, make simple changes by substituting a single word. I have found that one word can make a significant impact on the score I get on my headline. Then submit the new headline and continue this until you get a better score.
Not just real estate leads – actual listings
If you’re skeptical about whether this really works, I helped a client in Austin, Texas who used the following headline on their postcard design and got no real estate leads at all. The headline reads “Sold for $18000 Over List Price.”
When we entered the headline, it scored a 0.
We redesigned the postcard, changing the graphics, call-to-action and, yes, the headline. The headline we used was, “Your neighbor achieved market beating results using our proven approach to selling homes.”
It scored a 61 – well within the range of the most gifted copywriters.
But more importantly, the new postcard generated 13 new listings in one month and about $80,000 in commissions – just from paying a little more attention to the overall design of the postcard and writing a more compelling headline.
So if you want better results from your real estate marketing materials, I suggest you spend some time on the headline analyzer learning to write more attention grabbing headlines. It’s free and it can definitely help you get better results from your ad campaigns.
Thanks so much for watching. Let me know in the comments if you have any questions and I’ll see you next time.