“The art of content”: 7 tips for powerful copy from the “Letters Queen”, Louise Jowsey
Last updated: 26 Dec 2023
In Episode 4 of Deal Finder’s Corner, your favourite Frenchman Guillaume Black hosted Louise Jowsey known as the “Letter Queen”. Louise – a full-time property developer with over 25 years of experience in direct marketing shared valuable tips with active Property Filter Members about her approach to content creation and letter copywriting for unlocking the potential of off-market property deals.
Finding off-market property deals
Louise's ability to discover hidden gems within the vast sea of possibilities in the property market lies in her mastery of traditional marketing techniques combined with the advantages of using innovative technologies like Property Filter. To craft personally relevant letters and ensure accurate timing when reaching out to the most motivated sellers, you must first identify and select those with the highest potential for successful closed deals. Campaign planning revolves around targeting, timing, value proposition, and creativity in copy and layout.
Property Filter offers a range of amazing features that help you uncover opportunities that are often overlooked by those who rely solely on standard property portals. With Property Filter, you can easily extract valuable information such as:
Sales fallen through
Properties back on the market
Listings with reduced price
Old subject to contract (STC) listings
Withdrawn properties
Properties listed with multiple agents
Listings where the last sold price higher than the asking price (indicating negative equity)
Hidden gems based on specific keywords (mixed used, block of flats, unmodernised, repossessed)
Keywords examples from advanced filters in Property Filter
Precise targeting allows you to reach out directly to the most motivated sellers at the most opportune time, offering them tailored solutions that address their deepest needs.
Ensuring high open rate
According to Louise with the clarity of your commercial objectives, thoughtful market analysis and understanding of your vendors wants, needs and pain points you would be able to create a meaningful off-market property list. Delivering a powerful offer based on a "diagnosis of pains" to the most motivated sellers is key. Sending your letters in plain vanilla envelopes marked "private and confidential" sets the stage for effective follow-up. And if you're wondering if letter campaigns still work today, the average open rate for letters is a remarkable 85%!
“Clear thinking becomes clear writing: one can’t exist without the other.” W. Zinsser.
Send your letters in plain envelopes marked private & confidential
7 tips for powerful copy
Marketing that makes you FEEL something makes you ACT. Master these 7 tips for powerful copy to accelerate your property business through successful letters campaigns:
Use attention-grabbing headlines and subheads for easy scanning
Craft a powerful opening sentence that emphasizes benefits rather than features
Make the letter personal and relevant to the recipient
Keep the copy succinct and in plain English, placing the most important messages on the first page
Provide evidence to support your claims: testimonials, memberships, accreditations, case studies, ratings, and website addresses
Use customer-centric language throughout, focusing on "you," "your," and "we."
Maintain a response-focused approach, clearly stating the call to action (CTA) and repeating it throughout the letter. You may also consider testing a QR code for ease of response
Building trust and consideration
To ensure the success of your letter campaigns, it's crucial to integrate your offline and online marketing efforts. When recipients are interested in your message, their first instinct is to research your brand. Include your company registration number and relevant links to social media platforms (QR codes can be used here). Back up your story with testimonials, case studies, and mention any memberships and accreditations. Remember, a letter is a tangible representation of your brand.
According to Louise, the key factor that sets successful individuals apart is their commitment to follow-up. They come across as professional, with effective systems in place, and they are in control. We couldn't agree more, which is why the Property Filter incorporates a built-in feature called the Pipeline - your central hub for follow-ups. Never miss out on a follow-up opportunity again and take your property business to the next level.
Don't wait any longer. Sign up today for a FREE 14-day trial with Property Filter.
