The Million Dollar Foreclosure System - Part 8 10-2
The label adds even more power to your audio message. It appears to be
especially created just for the prospect. How can he not listen?
TAPE SCRIPT A
Thanks for taking the time to listen to this tape. It's only two minutes long, but it will show
you a way out of your current troubles.
I know that you're going through some hard times now, and it's important that you know
there's help available.
I understand that sometimes unexpected things happen that you just don't have any control
over.
It isn't your fault that they happen. It's not because of anything that you've done. It's just one
of the tricks life can play on any of us. I've learned this from helping many people with money
problems. I've helped others; I may be able to help you.
My guess is you're finding that most other people don't understand how these things can
happen, or don't want to give you any help now that you need it. To be fair, we have to
understand that it's just a job for some people. They have to do everything they can to try and
get you to pay what you owe. I understand what you're going through and I may have an
answer.
Your biggest problem appears to be that your home is in foreclosure. This is the most serious
kind of financial trouble…for a number of reasons.
Once you start missing mortgage payments it gets very hard to catch-up. You may be late
with other payments and you credit is in bad shape. That makes it almost impossible to
borrow money.
Here's your main problem - you're running out of time. The foreclosure process is relentless.
Once it starts you're in a race against time. Either you find the money to catch up on the
payments or your home will be sold at auction and you will be forced out. Those are harsh
words, but you have to face facts.
Let me assure you that as bad as things seem right now, you will get them straightened out
and get your life back on track. I may be able to help.
You must get the foreclosure cleared up as soon as possible. Experience shows that many of
your other debts can be postponed or negotiated. You can make deals on car loans and credit
card debt. The one debt that is a real problem is your mortgage payment. The lender knows
they can get their money by forcing the sale of your home.
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I've come to the rescue of others by buying their homes before they lose them. I know how to
handle foreclosures. I have the cash and the experience to help you. I may be able to keep a
foreclosure off you credit record and save some of your equity.
I want to help because there may be something in this for both of us. Yes, I do this for a profit,
but it will only work if we can both benefit.
I am asking you to call me so we can have a private talk about your situation. I'll ask some
questions and you can ask some questions. I will give you straight answers.
After that I can explain how I may be able to help you out of this situation. There's no
obligation when we talk and I never, ever ask you for money. You never pay me a cent.
You'll find my phone number on the label on this tape. My phone is always with me so call me
any time. It's never to late to call, but time is running out. Call me today and let me see if I can
help. Here's my number 123-4567
TAPE SCRIPT B
Please find a quiet moment to listen to this tape. It takes just two quick minutes, but it could
be one of the most important messages you've ever heard.
I read that your home is in foreclosure. I know that is your private matter, but it has been
published as a matter of public record.
I've helped others who have been facing foreclosure. I really hope that you've found the
money you need, but if not please listen to my offer.
I am a foreclosure investor. I help people facing the loss of their homes in a way that can be
good for both of us. That's the key. I won't be able to help you if it's not a good deal for both
of us.
Remember that once foreclosure begins you are on a strict timetable. The foreclosure laws are
very clear about the time you have to make up back payments and other costs. So many
others keep hoping that they will find a magic way out of the mess, and they wait and wait
until it's too late.
Please call me while there is still time. We can talk about your particular situation. I'll gather
some information from you. You can ask me any questions you like. After a few minutes I'll
be able to give you a good idea of exactly what I may be able to do to help you.
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This will be a private conversation and I will share the information with no one. After we talk
you'll be better equipped to do some thinking about your situation and see if my offer is your
best chance.
Even if you choose not to call me, please do something now, while there is time. You must keep
a foreclosure entry off of you credit report. It will stay there for seven long years and that
makes it very hard to get a fresh start.
If you think you already have a way to get the money, that's great. But don't take chances! Let
me be your back-up plan. You may have equity that we can save and you certainly don't want
the sheriff to knock on your front door and command you and your family to leave your
home.
Please understand that you will never be asked to pay me one cent. You will be under no
obligation after we talk. This will just be our chance to lay our cards on the table and see if
you can't find a mutually profitable agreement.
My phone is with me at all times, so you can call day or night. Honestly, don't you agree there
is no harm in talking? Let me see if I can't offer the help you need. My number is 123-4567.
That's 123-4567
As in most things, the more copies of a cassette tape or CD you order
from a duplicator the less the cost per item. Even so, you must be sensible in the
beginning and order just a few hundred. You don’t want to find yourself dropping
out of the system with thousands of audios stored in your garage.
You may feel that using audio recordings as part of your marketing
attack is just too expensive in the beginning. That is a very reasonable attitude.
Just using the other material described in this manual will provide you with a
powerful, money-making program. Later you can consider adding audio to your
system.
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6
Chapter Eleven
INSERTS
Direct marketing research has shown that response to your mailings
improves when there is more than one item contained in an envelope. Never
send just a letter alone no matter how good it is.
You have a number of choices when it comes to envelope inserts. Always
start with the most powerful letter you can create. Then include a business size
card with your name, phone number and a message like:
"When You Need Someone You Can Count On!" or
"Fast, Expert Help Is Just A Phone Call Away", etc.
The letter and the card should always be part of your envelope mailings.
Next you can include a postage paid, business reply postcard. This
postcard may appeal to the people who just don’t like using a telephone. This
type of person does exist and you don’t want to exclude them from your
program. Still others just might find the postcard a less painful way of getting in
touch with you.
A second letter, a "lift letter" (it lifts the rate of response) has proven
effective. The lift letter could be on note size paper of a different color than your
primary letter. If you are using a computer your lift letter could also be
personalized, but that is not necessary. It should be short and just restate the
most important points of your message or stress one benefit of your offer.
How about a guarantee? Yes! A guarantee makes it much easier for the
homeowner to accept your offer and it will increase your rate of response.
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What kind of guarantee? Just offering a guarantee is the most important
point. The actual guarantee can take many different forms. The example below
gives the prospect five days to change his mind after signing a sales contract. In
fact, California law demands that the homeowner be given the right to cancel
within a five-day period. So you just turn that law into a guarantee.
You could guarantee that you would tear-up the contract if the prospect
were able to find the money to cure the default at anytime before the close of
escrow (if you have an escrow).
A guarantee is good for a couple of reasons. First, you really should want
the best for your prospect. If he finds a way to save his home you should wish
him well and move on. Experience shows that often that person will be back in
foreclosure within three to six months. Since you treated him fair and square
previously, whom will he turn to again? Plus, he may tell his friends that you
really are someone who can be counted upon.
A guarantee is a strong selling point. You can explain to the homeowner
that she takes no risk when she deals with you. The transaction only closes if
she is unable to find a way to bring the payments and costs current. If the
person she is counting on for cash lets her down she still has you to fall back
upon.
The truth is that seldom will you have to make good on your guarantee.
That is just a fact of life. If you do have to make good on that offer you have a
strong reference to use with other prospects.
What about a brochure? Maybe! You may prepare a brochure as an insert. It
could explain the foreclosure process in your state, for example. Usually the
prospect does not have a clear understanding of the details of foreclosure. Your
brochure can stress the limited time periods, where the sale will be held, what
notices he will receive and what they mean, etc. This will help establish you as
an expert in the mind of the homeowner. Chances are he will keep the brochure
to use as a reference, so be sure to liberally sprinkle your sales message
throughout the brochure copy.
Testimonials? Oh yes! Testimonials can be very persuasive and you should
strive to get them from everyone you successfully help. Some people will be
very grateful for your help and they will tell you so.
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Those are the ones you should ask for a recommendation. Write up the
testimonial letter yourself based on how they expressed their gratitude or
satisfaction. Listen for phrases that you can include in the letter, "I don’t know
what we would have done without you", etc.
Ask them to sign the letter if they agree with what you have written and
then ask them to sign another letter that gives you permission to use the first
letter and their name in your promotional material. Keep this on file in case you
ever have to prove that you have the subject’s permission.
Here is a powerful testimonial idea. Using a simple tape recorder, ask the
subject to explain just how you helped them and what your help has meant to
them. Have them keep it simple and just talk as if they were telling their story to
another person. Use this testimonial in the audio recording you are sending to
new prospects. You just can’t create a more effective marketing tool. Watch for a
chance to get this kind of endorsement. It is a real winner!
Watch for newspaper and magazine articles concerning foreclosure. If the
article explains that foreclosures are on the rise, make copies onto which you
attach small Post-It notes with a hand written message like, "You’re not the only
one with problems."
Study the direct mail material that is sent to you. Examine these mailing
for any effective inserts or other ideas. Borrow anything good and adapt it for
your own mailings.
Vary the contents of each mailing. Use different sizes and colors.
It is important to repeat something distinctive in each of your mailings.
Here’s one we found effective:
Since you are varying the look, character and style of your mailings it is
important to have at least one feature that remains constant – that identifies you
as you. In marketing this is called "branding".
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It could be your name prominently displayed, a logo, your photo, a special insert
or anything that reminds the prospect that he has seen it before and it stands for
an offer of help.
Every item in your envelope must carry your name and phone number and
the one identifying feature as discussed above. If the prospect saves just one
item from a mailing you want to be very sure it bears your name and phone
number.
Be careful! You don’t want your mailings to look like another piece of junk
mail. You want letters that look personal and not massed produced. Don’t load
any one mailing with too many pieces. Opening an envelope that is stuffed with
inserts immediately screams "JUNK MAIL" and gets tossed aside unread.
If you include more than one insert per mailing consider putting them into
a smaller envelope and then slip it into your mailing envelope. When you main
envelope is opened it will look different and interesting. It will have a better
chance of being read.
Inserts have proven to be very effective in all kinds of direct mail
programs. You can have some fun testing a variety of them. You may just hit
pay dirt when you least expect it.
Here is a sample insert:
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Lift Letter
Next is an example of a lift letter that can be an insert in one of your
mailings. It works well on yellow paper folded in half. It is even better if it is put
into a small envelope and then inserted into your mailing envelope. It is not
necessary to personalize the lift letter. This document and accompanying materials are designed to provide authoritative information in regard to the subject matter covered in it. It is for illustration purposes only and presented with the understanding that the author and publisher are not engaged in rendering legal, accounting or other professional opinions. If legal advice or other expert assistance is required, the services of a competent professional should be sought. |
