Finding Motivated Sellers – One Step Versus Two Step Marketing
You can break your marketing to find motivated sellers and real estate deals into two categories: one step or two step. What’s the difference and when do we use each?
First, let us define what each one is.
One step marketing is where we get our entire marketing message out to our motivated seller prospect in one step.
For example, on our website we have unlimited marketing space. We can get our full marketing message even it is a 10 page sales letter out to our prospects cost effectively.
Two step marketing is where we get our marketing message out in two steps to the prospect.
For example, you might use a classified ad to pique the interest of your prospect and then send them to a 24 hour recorded information line for your second step to get the rest of the message.
Since the amount of space we have in a classified ad is limited and costly to add more, we use that to generate interest and then give the prospect the rest of the message in step two.
When do we use one step and when do we use two step marketing? We use one step whenever it is cost effective to get our entire marketing message out in one step. We use two step marketing when it would be too expensive to get the entire message out in one step.
So, if we were sending out a post card, could we get our full marketing message on a 4″ x 6″ post card? Probably not, so we would use two step marketing on that. We would send out the post card as step one and then either direct the prospect to a website or 24 hour recorded information line to get the rest of our full marketing message.