I’m back from Cleveland Ohio. As I mentioned on Friday, I had the great fortune of spending a week with Dan Kennedy and a host of top marketing specialists.
Why was I at a marketing conference and not a real estate conference?
The answer is simple. And it’s the #1 reason most real estate investors fail to achieve the financial and personal independence that got them into this business in the first place.
I am not a real estate investor and neither are you. We are marketers.
I know what you’re thinking. “But Ernie, buying and selling houses is what I do! I don’t tell people I’m a marketer, I tell them I’m a real estate investor, agent, broker, etc.”
Well, you can’t do ANY of that if you suck at marketing.
And that’s why you and I should always find ways to keep our marketing skills razor-sharp.
One of the key takeaways I was reminded of this past week was the importance of split testing
As a real estate marketer, you should be testing everything you do in your communication with your prospects.
What is split testing you ask?
When you send out direct mail, send out two different pieces to see which one converts better.
Does a postcard work better than a sales letter? Does a blind envelope covert better than one with teaser copy? Does direct mail covert better than phone calls?
Should you leave a voice mail before you’ve made contact with the seller or only after you’ve made contact?
The only way you’ll find the answer to these questions and continue to level up your marketing game is through testing.
Well, that’s not entirely true – there is one other way…
You can always ride the coattails of someone who has already done all the testing for you and continues to test. I’ve been in real estate for over 20 years and have been split testing since day one.
I’ll get you to the prize faster than anyone else.
Committed to your success,
Ernie “Split Testing” Vargas | The Probate Fox