One of the things Kathy Kennebrook discovered in her business as a Real Estate Investor is that there are many ways to reach many types of motivated sellers. The main way Kathy Kennebrook likes to reach specific sellers in her market is by using a targeted approach, which for Kathy is primarily direct mail. Kathy Kennebrook mixes in with that other types of marketing tools including business cards, signage, bus benches, ads and flyers to name a few. Kathy Kennebrook also discovered that there is another market place outside the English speaking market with folks who have homes they need to sell for all kinds of reasons. The market Kathy Kennebrook is referring to is the Spanish Speaking Sellers. The obstacle was that many of these folks don’t speak any English and Kathy Kennebrook speaks no Spanish. So she needed to develop a system to market to these folks effectively since they have the same problems every other seller has.
Many of Kathy Kennebrook’s students were also contacting her to find out how they too could use direct mail and other types of marketing techniques to reach the Spanish speaking market in their areas. They are finding, as did Kathy Kennebrook that these folks have homes they need to sell for a variety of reasons and no one is tapping into this market and helping them to solve their problem. Part of the reason for that is the difficulty caused by not speaking the language and not being able to be understood. Kathy Kennebrook found the way to solve that problem for these sellers and for us as Real Estate Investors.
Kathy Kennebrook had all of her marketing pieces including her direct mail campaigns to find motivated sellers translated into Spanish. It was a huge undertaking but it was well worth the effort. Kathy Kennebrook then sent these letters to the specific market areas where she wanted to buy houses. She sent them out written in English on one side and Spanish on the other.
Kathy Kennebrook also had all of her other marketing tools translated into Spanish as well such as signage, ads, lumpy mail pieces, business cards, and flyers which were also causing an influx of leads into her pipeline. Not only that, Kathy Kennebrook even had her tenant referral program materials translated to Spanish since she has a lot of Spanish speaking tenants.
One of the things Kathy Kennebrook discovered very quickly was that while she was getting a lot of response from the Spanish speaking market, she was unable to process the deals due to the language barrier. Kathy solved this problem in two different ways. The first was to send the calls to a 24 hour recorded message which she had recorded in Spanish. Kathy also used a professional translator to do this for her so that the grammar, the dialect and the language were correct.
The second way Kathy Kennebrook solved this dilemma was to use a Spanish answering service to take the calls and translate the responses into English so she could read them. Kathy Kennebrook provided the telephone scripts for the answering service to use. Kathy Kennebrook has them both in English and in Spanish so she can provide these to the answering service in whatever format they want it. However, you could take your own telephone script, give it to the answering service, have them ask the questions in Spanish and then translate the responses for you in English so you can read them. This gives the sellers two different ways to contact you, depending on what was the most convenient and comfortable for them. Kathy Kennebrook also provided them with a response mechanism at the bottom of the letter so they could mail or fax their responses to her as well. The more ways you give a seller to contact you, the more of them are going to.
Kathy Kennebrook will continue her explanation of how to work with Spanish Speaking seller in the continuation of this article. In the meantime, check out Kathy Kennebrook’s website at marketingmagiclady.com for more information on her system to market to Spanish Speaking sellers.