Oh yes. You’ve poured your heart and soul into your business. You’ve spent sleepless nights on ways to increase business. You’ve spent 12 16 even some 20-hour days working on keeping it alive. And now, I’m telling you, as you sit down to write your copy that it’s all about your customer – not you. How dare I?

However, you should step away from this self-promotion mode when you write your real estate direct mail. At this point, the focus should be turned to your prospective customers and away from you.

Any reader would notice if your writing seems to focus on yourself. Trust me; they really don’t want to read anything about you. Your achievements don’t really matter to them. So avoid talking about yourself and start focusing on them instead.

Keep in mind that your prospects are in a dire situation and that they need solutions to their problems. Your goal is to provide them with the solutions on how they can sell their homes at a good price. They just want to read the solutions, not your personal backgrounds.

So do you see why self-promotion would not work to interest your prospects? Whatever good thing you can say about yourself, have already been said by other investors about themselves.

Why do people want to sell their houses quickly. Yes, sometimes it’s because they are looking at foreclosure. But sometimes it’s because one partner has been transferred. The family can’t afford to buy another house in another state or city until the first one sells. They’re anxious to sell to reunite the family and reduce expenses.

However, if you offer a believable and highly-desired solution to their problem in your real estate direct mail, then your prospects will give you a chance.

And to give your prospects their most desired solution, you need to know the background of their problem. Do they want a quick sale because of foreclosure, work relocation, or marriage?

The closer your real estate marketing material captures their specific problem, the closer you are to motivating prospects to engage with you and work out a deal.

Hence, before beginning your real estate direct marketing campaign, try to fully understand your customers. Find out what solution is highly desirable for them. And when you are writing your real estate direct mail, do not push your customers to know you. Focus on letting them know you get their situation and you have an offer that can swiftly and soundly eliminate their problems.