You’ve done the hard work to create more money. Now, you want your money to work for you. If you wanted to be rehabbing the property you’d do it yourself.
But, that’s not what you want. Because you recognize just as you did long ago… your money can work for you way harder than you ever could working for it.
Isn’t that why you started your lending business in the first place?
You know there are more ways to grow your lending business than by networking. You may do a little marketing. But, you also might think the laws and regulations keep you from making it effective.
Yet you may or may not have realized with the proper copywriting (which is salesmanship in print), you CAN use marketing to grow your lending business while staying within governmental guidelines.
If you’ve never heard of copywriting (or you’re not sure how to use it) here are the different ways you can apply copywriting to your business and make it work for you.
Use Persuasive Prose in Your Social Posts
People now have the attention span of less than a goldfish because of social media. That means you have three seconds to grab someone’s attention and make them want to hear more about what you have to say.
We all know as much as you’d like to advertise the 20% return you got a client on a deal… that will get you into a load of trouble. So what do you do? You use persuasive copywriting.
You can use good copywriting to create persuasive messages and stay within the guidelines. It’s all about using the right mixture of words.
Tip: Try talking about a case study of someone you recently helped close a deal. But, make sure to stay away from promising a return. In 2019, you want to stay away from using heavy numbers.
Create Connection Through Email Marketing
I am on quite a few hard money lenders email list. And here is what I’ve noticed….
Just because your selling a financial product, doesn’t mean the way you present the information has to be boring.
Multiple times, I see lender’s send emails all about the numbers. This strategy might be a tiny bit attractive to the numbers nerd, but most people still find it boring.
If you really want to entice people to read your content, use storytelling. From the dawn of time man has loved hearing a story. And if you think about the top-selling book on investing “Rich Dad Poor Dad,” does it teach the specifics on how to invest? Or is it more of a story?
Show Your Expertise Through a Blog
One of the primary reasons keeping people from investing in real estate is the knowledge gap. I get that you may only want to attract the investor with a stellar track record having flipped properties galore.
But you’re also missing out on a big market of people who are interested in real estate investing, but need a little bit of financial help.
I’ve talked to so many hardworking people with years of construction experience who’ve never even heard of a hard money loan. These are people that not only have great credit, but also have construction knowledge in their field.
Using a blog to educate them on the process can be exactly what they need to take the first step. And it helps that studies show consumers are 75% more likely to do business with you once they’ve engaged with your content.
But, you can’t just throw up a blog and hope it’s what people want to read.
That’s where copywriting comes in…
With copywriting, you can create content people actually want to read.
Create a Click-Worthy Website
I've seen many lenders who don't have what I like to call a click-worthy website. If you're wondering ‘what’s a click-worthy website?’ it's pretty simple.
A click-worthy website is a website that makes people want to take action. If you want them to go on to your email list, you have the right calls to action in place to make people want to opt-in.
If you want them to contact you, you find a way to present the information at just the right time, with just the right message that makes them want to reach out.
If you have an about us page, it doesn't just have a boring picture describing the same boring information of why your company is quote-unquote “different.” Your about us shows the little nuances that make your company feel like when the client contacts you, they feel like they’re doing business with real people.
If your website’s click-worthy, it's a moneymaker. You may or may not have realized your website isn't just there to look pretty — it's there to make you money. And that all starts with the click.
Encourage Action Using Direct Mail Copywriting
A lot of business owners don't think about the power of direct mail anymore. Many people actually believe that direct mail is dead.
But, I'm here to tell you that using persuasive copy in your direct mail pieces in 2019 is an untapped opportunity for you.
The reason why using persuasive copy and direct mail works is because it's a marketing channel that’s stood the test of time. Direct mail has worked for years. Did you know Google’s number 1 marketing channel is NOT pay-per-click (PPC). It’s direct mail. And in the digital age, the right persuasive direct mail piece with alluring copywriting makes you stand out in an uncrowded marketing channel like someone’s mailbox.
The thing is, you’re direct mail pieces have to be enticing.
It’s not enough to use a standard template that’s worked for ages. Ad fatigue is a real thing. People become numb to marketing messages. So if you’re going to use direct mail pieces in your marketing strategy, make sure you’re copywriting Is fresh by tapping into the current pain points and desires in this modern age.
Copywriting can be the missing piece to taking your hard money lending business to the next level. Being a smart business person I’m sure you can see that you may be missing out on a huge opportunity. So if you’re interested in learning how you can use persuasive writing in your marketing make sure to reach out to an industry niche copywriter. They should be able to provide persuasive copy that’s sure to get you a return on your investment. How’s that for ROI?