21 Kick-Ass Credibility-Building Reports That Real Estate Investors Should Write TODAY

There is a ridiculous amount of money-making opportunity in the real estate investing space. That’s the reason I invest in real estate and it’s probably the reason you’re investing, too.

But when that kind of “Wild West” no-limit opportunity exists, it attracts all kinds…

… from the high-achieving, ethical deal-maker to the aggressive scam artist, and MANY people in between. This sheer volume of good, bad, and morally-ugly people all vying for the same sellers and buyers means that you have to bust your ass to separate yourself from the pack if you want to actually do a deal.

One of the ways you can separate yourself from the pack is to offer a report.

No, I’m not talking about that 2 page, 16-point font, double-spaced report that was “repurposed” (without permission from another investor) and is dripping with generalities and spelling errors. (We’ve all seen investors trying pass that piece of crap off as the most highly valuable gem ever discovered).

I’m talking about a jaw-droppingly good report.

Something of quality, substance, and value.

Something that will leave readers thinking “Wow, I’ve finally stumbled upon the most insanely knowledgeable and generously helpful real estate investor on the face of the frigging earth!

A report that positions you as an expert and an educator — two qualities that sellers and buyers desperately want in the people they work with.

Something you can be proud of.

… A report that provides valuable information, positions you as a helpful expert, and supports your sales funnel by essentially becoming an extended sales letter. A well-researched, accurate, nicely-designed report that leaves the reader sprinting for the phone to call you.

If you have anything less than that kind of report on your website right now, take it down immediately. It’s doing you a disservice because it is working against you.

HOW TO IMPLEMENT YOUR REPORT INTO YOUR SALES FUNNEL

A report shouldn’t be an afterthought that you implement because every other investor is using one, nor should it be something that you offer just to capture contact information.

Your report is a sales letter. It needs to convince the reader that they should talk to you because you are the best person to help them solve their real estate need.

Your report fits into your sales funnel in this way:

  1. You use marketing to drive people to your website
  2. They visit your site where they see your report positioned as an irresistible in-their-face offer
  3. They acquire your report (perhaps by subscribing or whatever method of report distribution you offer) and the report “sells” them on why they should work with you.
  4. They contact you to do a deal with you.

See how the report is integral to your real estate investing sales funnel?

Now it’s time to think about the right mix of reports for your real estate investing business.

Here are 21 credibility-building reports that real estate investors should put on their website:

BUILD CREDIBILITY WITH SELLERS WITH THESE KICK-ASS REPORTS

Report ideas to attract tired landlords:
1. How to ease the cost and frustration of owning a rental property
2. Are you at risk of financial ruin because of your rentals?
3. Six ways to deal with deadbeat renters (without killing them)

Report ideas to attract distressed homeowners:
4. How to deal with the cost, frustration, and utter humiliation of foreclosure
5. How to save your life, marriage, and financial future when your house costs too much to repair
6. Ten surprising options for your underwater house
7. What to do if you can’t pay your mortgage
8. The step-by-step secrets of people who have faced foreclosure… and survived!

BUILD CREDIBILITY WITH BUYERS WITH THESE KICK-ASS REPORTS

Report ideas to attract retail buyers:
9. How to finally own the home of your dreams for less than you’d pay at market
10. Six shocking mortgage secrets of first time homebuyers
11. The homebuyer’s “tell-all” report that that real estate agents don’t want you to see!

Report ideas to attract rent-to-own buyers:
12. Why bad credit or no credit don’t have to stop you from owning your dream home
13. Six steps to take right now to own a home (even if your credit was destroyed through no fault of your own)
14. Recovering from divorce? The get-back-on-your-feet guide to giving your kids a safe, stable home again.
15. The secret bad credit “mortgage” that banks will never tell you about

Report ideas to attract flippers/rehabbers:
16. The eight most expensive risks that flippers face and how to avoid them
17. Ten tips to sell your flip for top dollar
18. The nine hidden costs of rehabbing that no one tells you about

Report ideas to attract landlords:
19. Step-by-step to own a rental for totally brand new landlords who are thirsty for cash flow
20. How to increase your rental income and still keep your tenants happy
21. Six secrets that successful landlords use to eliminate deadbeat tenants

You solve real estate problems for sellers and buyers. Your report should show them how. It should educate the reader and position you as an expert. It should convince them to contact you immediately. It’s an essential real estate investor’s sales funnel tool.

How Can You Succeed As A Real Estate Investor When The Market Is Saturated By Investors?

“I don’t know what I’m going to do,” the real estate investor told me on the phone. “I’m hammering my market with direct mail but they’re just not responding anymore.”

I have conversations like this every week. Real estate investors are feeling like their market is saturated by investors. In the past few years, I’ve seen an increase in this problem. I would say that a majority of my clients raise it as one of the more serious challenges they face.

Competition is rising. With real estate as affordable as it is, and with the proliferation of real estate investing TV shows promising massive fortunes with little work, so many people want to become real estate investors. Markets are becoming saturated with real estate investors.

And an increase in competition has a detrimental impact on your real estate investing business:

  • In some markets, prospective sellers are becoming inundated with investors’ direct mail. They’re becoming blind to it because it all looks the same (especially if you’re using the same boilerplate postcards that you got from the same “guru” that your competition sourced their postcards from!)
  • Sellers and buyers can’t spot the difference from one investor to the next. The investor who closes the deal with either a seller or a buyer is often the first, last, or most aggressive. Are you missing out?
  • Less-than-ethical investors are leaving a swath of bitter feelings from sellers and buyers who feel burnt.
  • Increased competition can sometimes turn into a “price war” with other investors when dealing with sellers or with buyers. (For example, a desperate real estate investor might swoop in after you’ve been working with a seller and they might offer a slightly higher price for the property because they’re willing to give up a bit of earnings to get the deal).
  • Your bandit signs get lost in the blitz of bandit signs nailed to a lamp post.

WHAT YOU SHOULDN’T DO

The scariest thing I see among real estate investors is the “insanity” approach. That’s where they do the same thing over and over and expect a different result. Frankly, you might as well just throw away your money in the trash can because that is easier. If it doesn’t work for you, you need to stop doing it.

Related to that is: Real estate investors who aren’t willing to take a chance on something different. They see that a hundred other investors in their area are doing postcards so they feel that they have to if they want to be competitive. These investors seem to forget that the most successful people in ANY industry are those who zigged when everyone else was zagging.

Another scary thing I see among real estate investors is a lack of spending. Hey, money is tight sometimes. I get it. But I’m shocked by people who want to be taken seriously as real estate investors but who won’t invest in the things that will get them business. It’s true that the web provides a ton of ways that you can market for free, and you should certainly avail yourself of some of them. But carefully selected paid marketing, when built around a sales funnel, and one that incorporates action-compelling copywriting, can be a worthwhile investment.

And the fourth thing that you shouldn’t do (but I see all too often) is this: Investors who aren’t willing to test their marketing. Numbers matter. When you want to do more deals, you need to expect to market, then test, then market, then test, then market, then test… refining your marketing along the way. It’s the only way to get better at what you do.

And the fifth crazy thing that investors do when they feel that their market is saturated is: They move to another market. Hey, that is sometimes the right move to do but it might not be. It might be possible to actually succeed in the saturated market by taking a different approach.

SO WHAT SHOULD YOU DO?

If your market feels saturated, change the game. Do something different. Break free from the “same as” approach that you and all the other investors are taking.

Here are some ideas for you:

  • Build a daring brand. I don’t just mean a brand that amps up the same rhetoric as all the other investors are saying. I mean something totally different. Something that is 1 part celebrity, 1 part crazy, 1 part unforgettable. Frankly, a lot of investors’ brands are pretty similar, which gives you a HUGE opportunity to do something way, way different. Zig, my friends, zig. Be the crazy cat lady, the punk rockstar, the investor that wears a superhero costume. Whatever. Seriously, do something that people will talk about later. Hey, if you and everyone else are offering basically the same “service” then you might as well be the most memorable of the bunch.
  • Niche your marketing. One of my clients has done a great job of identifying what is common among all of his most successful deals. We’ve discovered that his sellers all fit within a certain narrowly defined group. So we’ve started sending postcards out that are laser-targeted to that group. It is a much easier and more effective way to market and he’s found a way to stand out in a highly competitive market.
  • Do something different with your marketing. Okay, I’m not saying that you should STOP doing direct marketing and blogging (or whatever it is you might be doing) but you should think about how you’re doing those things and maybe rework them. If you’re going to send out direct mail, don’t send the same direct mail as everyone else. Send out a letter from your dog. Or send a postcard that looks like a telegram. Or send lumpy mail. Basically, stop using the same postcard that everyone else is using.
  • Shock your sellers and buyers. One thing I’m seeing among investors is that they do the bare minimum when dealing with sellers and buyers. They interact with them just enough to do the deal and then move on. But your competition is doing the same thing. So how can you shock your sellers and buyers? Create what Dan Kennedy calls a “shock and awe” kit. A package of information that is incredibly valuable and special. Maybe include a signed copy of your book, or perhaps some of your favorite books, a couple of reports, maybe some business cards. Maybe something that is associated with your brand. And a personalized letter. Seems like a lot? Sure it does (although it can be done affordably). But it will also position you as THE person to deal with. I promise you: Those sellers or buyers won’t forget you!
  • Copywriting. Okay, you knew I was going to mention this, right? 🙂 Revisit all of your marketing collateral — your website, your blog, your brochures, your postcards and direct mail, any positioning content (like a book or report) — and strengthen the copy. Capture attention, focus on benefits, and give readers a reason to contact you right away.
  • Invest and test. I think this is going to be my mantra for 2014. Invest and test. Invest and test. Invest and test. By that I mean: Invest in your marketing; be willing to spend a bit of money to create awesome marketing that has the potential to deliver a higher ROI and test that marketing and improve it based on the results of your tests.

Saturated markets are a challenge. No doubt about it. But that doesn’t mean you should pack it in, or move markets, and it DEFINITELY doesn’t mean that you should keep doing the same thing over and over and hope for the best. Nope. What you need to do is be smart about what you’re doing and stand out. Don’t let the saturated market derail you… change the game.

Which Of These 7 Mindsets Do Your Sellers And Buyers Have?

You find a really compelling investment and try to work out a deal with a seller.
Or, you have a compelling deal and you try to communicate that opportunity with prospective buyers.

No matter who you are talking to about your deal, and regardless of whether you are communicating face-to-face with one person or sending out a postcard blast to an audience of thousands, you’ll be far more likely to close the deal if you can read the mind of the other person.

In my experience, most people feel one of 7 different ways about your deal. I’ve tried to present them in a sort of order…

1. OPPOSED TO THE IDEA

These people are clearly opposed to the idea of doing a deal. There might be a number of reasons for it — perhaps they’ve had a bad experience in the past or perhaps they been misinformed, or perhaps you’re well into talking to them about the deal and they just don’t see (or refuse to see) how it will benefit them.

I’m ashamed to admit that my parents fall into this category because of misinformation they learned in the 1980’s. But I’m chipping away at them!

Surprisingly, this category is not the most difficult category to do deals with, but you’ll be more effective if you know why they are opposed and you can counter it with your real estate investing copywriting.

2. UNAWARE OF THE GENERAL OPPORTUNITY

These people probably believe that investing is a good idea but they just don’t know about the type of real estate investing that is available to them. Residential flipping is well known (thanks to television), and most people know about landlording as an opportunity. However, few people know about commercial flipping, commercial landlording, wholesaling, or private real estate investment funds.

You can win potential new sellers and buyers with education. Just be aware of the starting point. Many investors make the mistake of starting the discussion by talking about returns on investment when they need to back up a few paces and start by asking: “Did you know that there are other kinds of investments beyond stocks, bonds, and mutual funds?”

3. UNAWARE OF YOUR SPECIFIC OPPORTUNITY

People are busy and self-centered (hey, we all are) and it can be easy to become distracted by other things. Therefore, when you talk about a deal with a seller or a buyer, they may not realize that you are talking about YOUR deal. Rather than realizing that you are looking to help sellers out of their difficult financial situation or you are looking to help buyers earn passive cash flow, it’s possible that all they are thinking about is: “I don’t have time for this huckster because I have to run out to pick up the kids from soccer practice and why is they guy talking to me about real estate anyway? Are they an agent? Are they a financial advisor? Oh, I have to turn on the oven so I can have the casserole ready by the time everyone gets home.”

When communicating with this category of people, you need to be painfully clear and obvious about the benefits that they will receive, you need to be aware of what distractions they might be facing while you are communicating with them, and you need to also explain who you are and why you are bringing the deal to them.

4. SKEPTICAL

A lot of first-time sellers and buyers fall into this category. They’re not opposed to the deal and they’re aware of it but they are now nearing the point of “I need to see this for myself before I believe it”. They may have been burned before or they more likely know someone who knows someone who was burned before. There’s still a bit of misinformation influencing them as well as a natural skepticism that we all feel because we’ve all seen those late night infomercials that seem too good to be true. I suspect that a majority of the people on your lists and in your audiences — as much as 80% of them — are skeptical to some degree.

The good thing is, this category is made up of people who are listening. (If they walk away then they aren’t skeptical — they’re opposed!). You can actually sell to the skeptical category really easily as long as you demonstrate that you have their best interests at heart and you overwhelm them with proven benefits. That’s the secret: Demonstrate that you have their best interests at heart and you overwhelm them with proven benefits.

5. NEUTRALLY UNMOTIVATED

This category feels neither skepticism nor interest in your opportunity. They are not convinced that it will benefit them but they are not convinced that it won’t, either, and they are not motivated to do anything about it.

In my opinion, this is the hardest category to sell to. It’s easy to sway people one way or the other to make them interested or disinterested) but it’s harder to do when there is no motivation. There are many reasons why someone might not be motivated to act. Usually it’s because they’re happy with the status quo and they fear change and risk. If you are buying from this category or selling to them, you are in for a long, up-hill battle unless you find the secret motivation button that will make them act.

6. INTERESTED

This is a really big category and it could theoretically be subdivided further. They believe that the deal you are presenting has the potential to benefit them so they want to know more. Additionally, there might be some other external motivating factor (like a foreclosure for sellers or an impending impoverished retirement for buyers) that could be driving them to learn.

But the challenge you’ll face when selling to this category is: Getting them to act. Some interested people have no problem acting once they know the facts. But there are times when people are afraid to pull the trigger and they sometimes mistake “learning more” for “taking action”. I don’t need to tell you that there is a BIG DIFFERENCE between learning more and taking action. So your marketing, selling efforts, copywriting, and presenting all need to work together to first educate them and second to convince them that the next step is an action step they need to take.

7. CONVINCED

This is every real estate investor’s favorite category! They understand the opportunity presented to them and acts — by selling their property to you or by buying something from you.

To get them to this category you need to educate them and then sell to them with an overwhelming amount of value and benefit. Once they’re here, it doesn’t take long to do a deal. And, once you get someone into this category once, it’s much easier to get them here again, so make sure you are working with people over and over whenever you can.

CONCLUDING THOUGHTS

I find that, in general, people progress through these categories from to the next based on their experience and information they receive and their motivation to learn more. A combination of these factors can move people “backwards” from (for example) neutrality to skepticism or “forwards” from skepticism to neutrality to interested and finally to convinced. Copywriting helps here but it is only part of the overall picture — your sales efforts and the economy and timing of your offer and the type of offer you have are all components that can influence movement in one direction or another.

Self-promotional concluding paragraph: I go through a comprehensive checklist of factors whenever I do any copywriting for real estate investors, and one of the items in the checklist includes gaining an understanding of the market you will be communicating with — specifically, what mindset they have when they hear about your deal.

Real Estate Investing Copywriting: 5 Changing Trends You Need To Know

Hello real estate investors! It’s the Real Estate Investing Copywriter here, coming at ya with some observations I’ve made after more than 14 years in the biz.

I don’t need to tell you that ideas and techniques to market your biz are always changing. What worked yesterday may not work today. What works today may not work tomorrow. You know this. Heck, you aren’t still rubbing two sticks together to make fire, right?

So does that mean you should ignore search engine optimization (SEO) because it’s changing so much? Should you ignore autoresponders because open rates aren’t what they used to be? It’s crazy: I see a lot of investors running away from direct mail like scared little girls and running toward social media because it’s the newest and shiniest thing. (BIG mistake, in my opinion — hey, social media is fine and I use it. But direct mail still kills it like a hard working mo-fo..

So what is working right now in real estate investing copy? What trends are changing the industry? Here are five changes I’m seeing:

Change #1: I’m seeing a greater awareness of the “funnel”

The funnel is the process that people go through to do a deal with investors. Investors used to use haphazard funnel or system to find deals, one that usually required people to phone them or jump through a lot of hoops. But the web has given us many powerful tools that we can use to automate that funnel. Copywriting plays a key role in quickly moving prospective sellers and buyers from one part of the funnel to the next. Copywriting is like the grease in a burger — it helps the meat and bun slide down!

Change #2: I’m seeing a resurgence in direct mail

Direct mail isn’t new but many investors are gaining a renewed appreciation for it (FINALLY!) and they are sending direct mail – either postcards or letters – to a targeted list. (I think people are starting to realize that marketing methods used before 2001 aren’t as useless as perceived). Direct response copy drives readers to a specific response. Smart investors love direct mail because (unlike flyers or some internet postings) it is easier to measure responses. And unlike search engine optimization (SEO), it has a faster result that isn’t up to the whims of Google. For a long time, real estate investors stuck to posted flyers or SEO articles but those “free” options don’t always deliver results. Investors are realizing that it makes so much more sense to pay $1 and get back $10 than to pay $0 and get back $0. (Makes sense, right?)

Change #3: I’m seeing an increase in the value people offer in their autoresponders.

When there were only a few email newsletters to subscribe to, open rates were high because they were still novel. (Remember the olden days when you were happy to get ANYTHING in your inbox?) But today, there are a million autoresponder newsletters out there, plus so much spam clogging our inboxes and it’s a pretty damn special day when our inbox has nothing in it. Therefore, investors need to give more value in their autoresponders. A well-written autoresponder that encourages action and provides value can increase open rates. Real estate investors are catching on to this and they are offering more to entice people to subscribe to their newsletter.

Change #4: I’m seeing an increased interest in ROI and, especially, passive income.

Real estate investors have always known about return on investment (ROI) and the benefits of passive income… and that’s why they are real estate investors!!! But more and more “joe sixpack” (the normal folks who are not real estate investors and have most of their money foolishly tied up in mutual funds) are starting to become aware of the opportunities in real estate investing. I don’t think it’s those late-night infomercials, either. I think it’s a popularization of real estate investing from some of the shows on TLC or from books by Robert Kiyosaki and friends. Some are becoming real estate investors themselves, but many more of them are opening up to the possibility of doing deals with real estate investors for a potentially better return than they are getting in their stock market portfolio.

Change #5: I’m seeing more and more people getting into real estate investing.

The web has created a massive opportunity for people to get educated and take action to become real estate investors. This is great! But there’s a problem, too: With so many people becoming investors, it can become more difficult to market your real estate investing business. Good copywriting is one of the ways you can “leapfrog” over the many others in the market and get more people wanting to do deals with you because they’re too busy stapling flyers on the free bulletin boards around town while you are cleverly bypassing them and getting your copywritten marketing in front of the eyeballs of people who matter.

This is great news for real estate investors because it means that a shot of fresh copy steroids across all of your marketing can turn your real estate investing business from the 90 pound weakling on the beach to the musclebound hulk who gets all the girls and kicks sand in the face of the losers.

ACTION STEP: Dust off your analytical spectacles and take a long, hard look at your real estate investing copy. See which of these 5 trends are impacting your biz. Do you need to revisit some of that stale website content that was written back when Google was still paying attention to keyword density? Do you need to update that report with a 2006 copyright date? Do you need to rethink your free marketing method because no one is responding? You can always start small and test a new attempt at copywritten marketing against your existing method and see how each one stacks up.

Get in touch with me today to find out how you can strengthen your business and do more deals with new copy.

If you have questions or would like a price quote on your project, contact the real estate investing copywriter today.

7 Reasons To Work With The Only Exclusive Real Estate Investing Copywriter On The Web

  1. You get a copywriter who specializes exclusively in real estate investing copywriting only — which means you get great copy, fast.
  2. You’ll get a copywriter who has worked in the real estate investing industry since 1999. I’ve built a huge copywriting notebook and written deal-exploding copy for some of the top investors whose names you recognize.
  3. You get a trained copywriter who has studied under the very best copywriters on the planet. (You might not recognize their names but I’ve adapted their ideas to the real estate investing industry).
  4. You get a copywriter who works hands-on, through implementation, testing, and optimization of copy to ensure that your copy delivers the best possible response. (Note: I love split testing!)
  5. You get a copywriter who isn’t just an “order-taker”. (I’m an expert in developing high-performance sales funnels, which means I don’t just deliver the copy you ask for; I figure out how my copy will work in your business).
  6. You get a copywriter who knows his work performs… and provides a 110% guarantee for total peace of mind.
  7. You get a real estate investing copywriter who is also a real estate investor. I face the same things you face every day!

I’d love to work with you to grow your real estate investing business!

If you have questions or would like a price quote on your project, contact the real estate investing copywriter today.