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Uniqueness...
The Key to Listing or
Re-Listing Expireds!
One good thing about an expired listing
is you know they want to sell. The biggest difficulty is they are
getting hit with a ton of calls once their listing expires. They get
calls, mailers, and agents knocking on their door. With so many
messages being flashed in front of them, how do they decide?
This is where the power of a crystal
clear USP is so crucial. If you don’t have a clear, distinct,
compelling reason for them to choose you… frankly, why should
they?
So how do you do that? How do you
separate yourself from the growing crowd of look-alikes? Again, you
have the easiest, simplest, most compelling reason for them to want
to do business with you, in your hands right now! This marketing
system!
What is it about these strategies and a
response hotline that would appeal to an Expired? Let’s look at the
top three complaints of sellers: "agent didn’t show property
enough," "didn’t advertise enough," and
"didn’t communicate enough." This system solves all
three!
If you can solve your prospect’s
problems, eliminate their complaints, and serve them in a way that
brings value, they want you! You don’t have to sell them. Once
they understand the value of your offer… they want you!
Do You Call Them
or Mail Them?
I would suggest you do both. First,
I’ll talk about the direct mail step. Then, I will explain the
thought process behind your next step, the expired phone call. Both
steps ultimately lead your prospect to this system as your Unique
Selling Proposition.
Your first step is to mail your expired
prospect a brochure, in a plain white envelope, with a two-line
address. Leave your company name and logo off the envelope. I know
that many local boards have regulations about company name and so
forth. But nowhere in the country are you required to put it on an
envelope. Your advertisements maybe but not the envelope.
The A-Pile - Make
It Look "Personal"
The strategy here is simply to get your
envelope opened. One of my direct marketing mentors, Gary Halbert,
explains it as the A pile, B pile theory. He suggests that we tend
to sort our mail standing over the trash can. It’s a very useful
mental picture. Your prospects quickly scan their mail to determine
what is worth opening (A pile) and what is junk (B pile).
According to Halbert, your first
objective has to be getting your mail in the A pile. He further
explains that the best way to get your mail in the A pile is to have
it appear personal, because everyone will read a personal letter.
There are six steps to achieving the
"personal" look:
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Use a plain white
envelope
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Leave out your
company name and logo
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Put a simple two line
return address:
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Never use address
labels
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Always use a live
first class stamp
-
Preferably make them
handwritten (hire a school kid for 3 cents an envelope)
If you prepare mailings in this fashion,
you maximize the probability of clearing your first direct mail
hurdle. Getting your envelope opened by an Expired prospect is
probably your biggest challenge. Once you’ve got it opened, at a
minimum, you have a few seconds of undivided attention.
Your Offer Has To
Be Inviting
Once you have their attention, you need
to make your offer inviting. It needs to appeal to prospects and be
easy for them to take the next step. Taking the next step is your
entire objective at this stage of the game. All you want them to do
is pick up the phone and dial for recorded information. By calling
for information, they’ve opened the door to your follow up call.
So what kind of offers will get an
expired prospect to pick up the phone? Once again, we go back to the
three top complaints. If you can solve a prospect’s problem they
want to do business with you! Here’s an example:
4-Step Postcard
Strategy for Expireds
These four post cards can be used as a
four-step mailing program for expired listings. Mail them one
postcard per day for four consecutive days, or until they call your
recorded information line.
Call
The 24-Hour Demo Line For A FREE Sample
Report! It's 1-800-959-6550 ID# 6005. Go Ahead
Call... Get The Report... And Check This Out!
If
They Don’t Respond To Your Mailers… Call Them!
After
you’ve sent them a mailer, if your expired prospect hasn’t
called your response hotline, I would suggest calling them. Make it a
very simple, non-threatening call. And when you get them follow the
example scripts we provide you in your course materials.
Remember
all you want to do at this stage is get them to take the next step.
You’re not trying to close for the appointment. If you can get
them to take the next step, you will have a very high probability of
being able to set the appointment when you follow up.
Agents
using this approach are setting themselves apart from the crowd. And
with Expireds… that’s what it takes… distinction!
My very best to you in your business
building. Until next time...
Warmest regards,
Gary Elwood
President
Click
here for more about our "New Rules" Real Estate Marketing
Course and Response Hotline service that has agents generating as
many as 62 calls per day without prospecting or cold-calling!
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