Expired Listings, Real Estate Marketing, and the Zen of Success

Money (and time to change)

Borino - Expired Plus (Borino Consulting) — Wed, 30 Sep 2009 19:18:47 -0500

It takes money to make money. Duh. But How do you make money when there is no money to start with?

I was broke. In debt. No capital, no cash...

The only leverage I had was my time and my work (this is why millions of people keep wearing the handcuffs of hourly wages.)

When I was 24, my life was going for about $11 an hour. People all around me talked about “the security of a steady paycheck” as though steady and unchanging were a good thing. False illusion, as it often turnes out. People stay in the box because it’s safe there. And then they talk about needing to think “outside the box.” Ah, the irony of it.

But I, like you, have found an escape.

I understood that if I wanted to slip the handcuffs of hourly wages, I had to figure out how to be paid according to my abbilities and my accomplishments. Shift from “How long did it take you do this?” to “What is your acomplishment worth?"

People paid by the hour are paid for their activities. People paid royalties, license fees, and sales commissions are paid for their accomplishments. So I had to change!

It doesn't matter how long it takes to sell a house. We only get paid when (and if) we get the job done. Blessing and a curse. Rewards for results only, sure, but it beats the hourly handcuffs, if you ask me. By a mile!

Bottom line: Change makes us uneasy because we cannot see the future. BUT, financial death is the destination of those who refuse to change.

Are you ready for a change?

Borino
www.ExpiredPlus.com

The temptation... and patience

Borino - Expired Plus (Borino Consulting) — Wed, 23 Sep 2009 19:45:27 -0500

It's so easy sometimes. Go for a quick buck - consequences be damned. Why not cut a corner here and there? Who needs to climb the tree if the fruit is so nice and low. Just jump the fence. Easy. Almost right. Especially when times are tough. And the sweet reward is sitting right in front me... I can explain and justify. But still. Deep inside I will always know what's right and what's wrong. Well, playing by the rules (at times) has it's beautiful sweet rewards. Not easy. But often worth it. Check it out... :)

Borino
www.ExpiredPlus.com

kick in the...

Borino - Expired Plus (Borino Consulting) — Mon, 21 Sep 2009 17:08:18 -0500

Sharron, a newer agent sent me this:

"You have been just the encouraging kick in the a*s I have needed. Thanks! I still need to work on my daily "to do". Help??

~ Sharron

Doing stuff matters. Doing the RIGHT STUFF is important - and we'll get to that in a moment. But first....

There is to it than the doing part to reach your goal. Yes, prospecting, contacting expireds, calling, door knocking - all that is all well and good. But the important secret is in FOCUS. What you focus on expands. What you focus on you attract into your life.

1. Focus on WHY you are in real estate. What do you like about the business the most? Keep reminding yourself why you do what you do every single day.

2. Focus on FUN and JOY. What do you enjoy doing most? Do more of that and MORE of it will show up. I know I'm going a bit Tony Robbins on you here, but feeling good is so important. Feeling good is contagious. If you feel good, people around you feel good. That includes your prospects and your clients.

3. Focus on PEOPLE. What type of people do you enjoy working with most? Be specific. My list includes "fun, interesting, agreeable, pleasant and ready, willing and able to pay for my services" people. Make a list and keep looking for those and they WILL show up.

4. Focus on your SUCCESS. What are the things you are most proud of right now? Keep reminding yourself and more will show up.

Now back to the DOING - the action part. Here is your plan daily plan to get you up and running quickly:

Before you do anything else, review your FOCUS list every single day, first thing in the morning for 2-3 minutes.
Practice by yourself or with a partner: 15 minutes - prospecting scripts and role playing, 15 minutes - listing presentation
Call one person on your SOI list and chat with them
Call or visit in person one expired listing and/or one FSBO
If weather permits, knock on 10 doors around your listing (or your company listing) and chat with the neighbors
Call two leads on your follow up
Preview two listed properties near your listing
Preview (drive by) two recent sales
And finally, absolutely take at least one full day off per week. No work, no cell phone, no email, nothing that has to do with real estate. Just fun, family, friends.

Is there anything else Sharron should be doing? Any more tips?

Borino
www.ExpiredPlus.com

How to make your phone ring - direct mail tips

Borino - Expired Plus (Borino Consulting) — Fri, 18 Sep 2009 12:12:06 -0500

There is an army of salespeople standing by, ready to make your phone ring. Always available, dutifully talking to your potential sellers and buyers. Nothing can stop them: no spam filters, no Do Not-Call-Registry, not even a locked front door will prevent them from completing their mission.

Take command of your Direct Mail Army! Your mail pieces are talking to your potential (and current) customers when you’re not there, or when you can’t. Many expired listings will not have a phone number. Vacant properties, sellers out of the area, gated communities.... In all those cases, direct mail becomes your way of introducing yourself to them. After the initial contact, direct mail talks to your leads about the benefits of working with you. It keeps reminding them who you are, how you are different from the regular real estate crowd, and how the sellers benefit by working with you.

Here are eleven quick tips to help you spend less and get more leads, more listings, and more commissions.

Repeat. Don't rely on single mailing. Consistency is just as important as interesting content. Set up a plan to mail at least two or more mailings in a sequence. More is better.
Vary your content. Make some pieces educational, some interesting, and some about you. Don't make each one ONLY about you. Leave ego promotions for your competition.
Vary the format. Mix up postcards, letters, newsletters, updates, fliers. Keep it interesting.
Have a good design. Make sure each piece is well designed. Design creates a powerful first impression about you and your business. Your audience will create opinions before they even read your letter, postcard or a mailer.
Always mail letters first class. Nothing screams "junk mail" like a bulk stamp and a window envelope.
Mail the right message to the right audience. Each piece needs to be target-specific. Expired listings worry about getting the house sold and getting it done right. FSBOs are concerned about commissions. Make each message RELEVANT to them.
Four questions. Every point in every mail piece MUST answer your customer's questions: Why is this important? Why should I care? How will this benefit me? What do I do next?
Keep it personal. A quick way to a trash can is through using sales talk, business jargon, and empty buzz words. Make your language informal, personal, interesting, and easy to read. Write as if you were speaking to your reader in person.
Test and adjust. You will never be done. It's a process that always evolves. Talk to your customers, ask them what worked, what didn't and why. Then go back and make changes. Everything works sometime. Nothing works all the time.
Follow up in person or over the phone, if you can. Don't rely on mail alone.
Use testimonials. Third party can sell you and your service faster and better than anything else. Use pictures, stories, and be as specific as you can.

Daryl from Detroit gets 30 new expired leads every month just by using the Expired Plus direct mail. Here is how he does it.
How about you? What is working for you?

Borino

www.ExpiredPlus.com

New Video: Expireds don't trust you

Borino - Expired Plus (Borino Consulting) — Tue, 25 Aug 2009 11:41:03 -0500

From Expired Listing to Lead and Listing Part Two: "Trust"

Trust - one of the most important aspects of real estate business. Why should an expired listing trust you? What do you have to do and say to built rapport with someone who just had a bad experience? Especially if you are a newer agent with less experience, small track record and no testimonials?

Watch the next video where I give you quick tips on how to persuade expired listings that YOU are the right agent for the job.

Borino

www.ExpiredPlus.com

From Expired to Lead and Listing - Part One

Borino - Expired Plus (Borino Consulting) — Fri, 07 Aug 2009 11:11:08 -0500

I recently wrote a post about the real estate marketing getting better in many areas. There are more buyers out there actually making offers and buying, and more sellers ready to move. This is the time to ramp up the listing inventory and go after expired listings and FSBOs.

Pat Argo replied:
" Borino, my biggest problem is actually getting in contact with the Expired home owner. Yes, I already use RedX. Most have DNC numbers or there are no numbers. I am lucky if there are 2-3 new calls I can make a week! In my area, about 80-85% of my mailings are returned as well. I have used postcards and personal notes. I have left info at the door."

That's a valid concern: How to effectively contact expired listings? And more importantly, how to turn an expired into a good listing and a commission quickly? In Part One of "From Expired to Lead and Listing", I will give you a quick overview of the process. Check out the following video and download the reference PDF map here.

Oh, and if you're wondering what happened to the demonstration of my stellar sailing skills... well, right after we finished shooting the opening segment the wind just died on us! Completely. The water was like a glass. So next time...

Go Get 'em.

Borino

www.ExpiredPlus.com

Some good news

Borino - Expired Plus (Borino Consulting) — Thu, 23 Jul 2009 12:32:17 -0500

Real estate market is coming back. That's the conclusion of today's AP article.

The U.S. housing market has started to recover from the most far-reaching crisis since the Great Depression, data released Thursday show. Sales of previously occupied homes rose for the third month in a row in June.

Summer's here. Buyers are out. And homes are selling again. So for a while the market may come into a nice balance. Properties moving, buyers buying, sellers selling. But then, as it always does, it will swing towards multiple offers, shortage of good listings, and bidding wars. And then back....

Just another cycle. But here is some more good news...

The share of foreclosures on the market is shrinking. About one out of three homes sold in June was foreclosure-related, down from nearly half earlier this year.

Not as many homeowners in trouble. That's always good.

So, it all means NOW is the time to build up a inventory of good listings. Start going after FSBOs, expireds, even get in touch with your past clients. Price them well and get ready for a good time (all the way to the bank).

How is the market in your neck of the woods?

Borino

New Video: Get more expired listings with this envelope trick

Borino - Expired Plus (Borino Consulting) — Wed, 24 Jun 2009 12:54:23 -0500

Here is a quick tip to get more of your mail opened, read, and acted on. This works with expired listings, FSBOs, even past clients and buyer leads. Enjoy!

Borino
www.ExpiredPlus.com

Subway in Paris

Borino - Expired Plus (Borino Consulting) — Wed, 24 Jun 2009 12:38:29 -0500

If you've ever been on a subway in Paris - especially in winter - it's not much fun. It's late afternoon, people rushing from work. Jammed, tired, cold, ready to get home. French. ;)

Sparkless eyes looking wearily out of the subway train window as the bustling world blurs by.

Then, out of nowhere, a voice. Single brilliant voice cascades over the train noise. Like a silky cello, the first notes of Phil Collins "In the Air Tonight" float through the noisy subway car with passion and resonance. Not many pay attention at first. God knows, many weirdos sing on the train (or do other strange things) every day. Parisians are used to it.

But then, a second voice joins in a soft harmony. As the song grows, expands, picks up rhytm and erupts into an incredible impromptu full-on live performance, the bystanders start to change with the music. First just a look, then a smile, two smiles, three.... From indifferent, to puzzled, to annoyed, to surprised, all the way to joyful.

All because of one song and seven brillian performers of Naturally 7. Check it out - and notice how your mood will change as well. Sometimes, all it takes is one song. :) Now imagine you approach an expired listing the same way. No, not necessarily singing a Phil Collins song (although it would an original approach, no doubt), but with a positive, friendly vibe, with a warm smile and a geniune optimism. It could make all the difference in the world. Worst case: you make someboy's day a little better. Best case: You end up with a listing and a happy client. Not bad either way, if you ask me. Now enjoy the video! :)

Borino

Me vs. Short Sales, REOs and Foreclosures

Borino - Expired Plus (Borino Consulting) — Fri, 08 May 2009 17:10:03 -0500

Here is snippet from a real estate forum:

----------------------------------------------------

"I must say Borino you made a tight webpage. In my neck of the woods taking listings isn't converting much to sales.

In a regular market I could see the numbers working like your excel video. I can see in my mls (area) however everything that is selling is REO or an agent trying to work a short sale in pre-foreclosure.It's not about if the sellers want to sell they just can't sell at a price to attract a buyer to compete with REO's."

----------------------------------------------------

Yes, true. In many areas this is a challenging market, no question. It takes a lot of effort to sell a house, especially with all the short sales and REOs. I know - Southern California has had its share of them.

BUT - it can still be done. There are folks out there today - right now who have to sell: job transfers, divorces, unemployment, you name it...

So how can you pull it off without losing your mind (and money) in the process? And without sacrificing all that's left from the seller's equity?

Here are some tips that helped me sell and close 8 out of 10 listings - even in a crappy market:

1. Market. I had to know my market inside out. What is selling: what area, what type of property, what price range. I would preview and study it every day. Here is the rule: I only list property I KNOW I can sell.

Are you in a market where nothing is selling? Why stick around - CHANGE your market.

2. Price. Price it RIGHT right from the get go. No "testing" nonsense. No "our house is better". I would do my clients a HUGE disservice by overpricing their home.

3. Reductions. I review feedback and showings quickly. I wouldn't wait a month to reduce the price. If there is no action in 7-10 days, it's time to review the CMA and reduce the price. I know, it takes balls to go back to the seller after only a few days on the market. But what's the alternative?

4. Commission. This is my biggest secret. Most REOs and short-sales offer 5%. Some retail listings offer standard 6%. I offer 7%, 4% to the selling agent. No strings attached. No "full price" silly conditions. Great way to get tons of showings (and offers).

5. Terms. What is the worst part of dealing with REOs and short sales? Terms. Long waiting time. Long approvals. Tons of paperwork. Lots of hassle. No inspections. No guarantees. No repairs. Pain in the ass. I make sure I highlight all the positives of my listings: short escrow, full disclosures, instant response, flexible seller, etc.

Yes, many REOs and short sales are priced low, but keep in mind it's not ALWAYS just the price.

6. Condition. Many competing foreclosures are in bad shape and need work (or they do a quick-slap carpet/paint job). My listings need to show great. Clean, spiffy, and sharp. They must stand out.

There is more (and I'll share it with you when Presentation Plus comes out in July). But for now just focus on the 6 points above and you'll do fine.

Do you have any more tips to add to the list?

Borino

Bummer Day?

Borino - Expired Plus (Borino Consulting) — Wed, 22 Apr 2009 18:56:53 -0500

For those of you who know me - you know how I usually am: MR. OPTIMISM. Vibrant, fun, and postive. BUT...

Sometimes it doesn't take a lot. A car cuts me off. I can't find my keys - and I'm in a hurry! I shouldn't have had that doughnut. And a day turns sour. Crappy, grumpy and gray. Bummer day. Yes, even I have them. We all do.

So I like to look for things that make me smile. Like this short video I just found (and wanted to share). It's impossible to watch without smiling. So let's take a break together, enjoy it.... and smile ;-)

Mail Tips for Better Response from Expired Listings

Borino - Expired Plus (Borino Consulting) — Tue, 21 Apr 2009 16:15:28 -0500

Bryan asks:

Hi Borino,

I purchased your Expired Listings system awhile back and I have a question for you. What do you think if using window envelopes? I have a great mail merge program and it would be WAY easier for me to send the letters in this form. Have you ever tried it?

Good question, Bryan. Yes, window envelope makes sense. Lot easier to produce, cheaper, and faster. I tried it. But there is one problem…

Your open rate will go down. See, the moment an expired listing receives a window envelope, what is the first thing they will think?

“Either a bill or a junk mail“, right? Your aunt Edna never uses window envelopes. So the wall goes up: “Somebody is trying to sell me something. There is probably not good news inside.“ Not a good mind set.

You want your mail to be from a neighbor. A counselor. A friend ready to help, not from a salesman. That’s why the tone of each letter is conversational and informal. And the call to action is soft and subtle.

Here are a 8 steps to make your mail to expired listings opened, read, and - most importantly - acted on:

1. Simple plain white envelope
2. Hand-written address
3. No logos on the envelope
4. No company letter head
5. No photos, slogans, or logos on the paper
6. Hand signed
7. Simple return address (name, street address, city, zip)
8. First class stamp

Yes, it can be a little time consuming, I know. If you get too busy, hire someone to help out. Before I had a full-time assistant, I had to get creative...

There were times in my office when phones wouldn’t ring and the place was pretty quiet. So instead of playing solitaire, I had our receptionist help out with my mail. She made a little extra cash, she wasn’t just idly sitting there bored - and my mail was more effective. Win-win :-)

Borino

www.ExpiredPlus.com

Brat Pitt in a Chicken Suit?

Borino - Expired Plus (Borino Consulting) — Thu, 26 Mar 2009 18:12:54 -0500

Dear fellow Rainers, it's true. Since my early childhood I was destined to become a great real estate agent. I was born with a gift. A great negotiator, I outfoxed my mother and turned a single candy into two-scoop ice cream treat - BEFORE DINNER!

I was an expert on collecting commissions for renting my bike - fees paid in marbles, no IOUs, please. Expert on local property values in the neighborhood, rated by climbable trees, soccer-playing possibilities and friendly dogs.

Yeah, right.

The truth is, I entered the real estate business with very few useful skills. I was just a young broke immigrant with a big dream. I had no business background, no formal business education, let alone business experience. What I learned, I learned on the job. And trust me, some lessons were not only painful, but also expensive. But that's life...

Goes to show you it can be done. Anyone can make it. Big time. This is, after the all, the land of dreams. Just take Hollywood.

It is filled with plenty of rags to riches stories. Jim Carey worked as a janitor, Demi Moore was a debt collector, Brad Pitt used to wear a chicken suit while handing out fliers, and Sharon Stone worked at a McDonald's.

I'm sure you too have an interesting story how you ended up in this business. The fact is, nobody is born with a talent for success. We all have different backgrounds, skills, and unique abilities. I think that's what makes our industry so diversified and interesting.

The secret of success? Dream, persistence, skills, knowledge, action... and little bit of luck. Do you agree?

Borino

www.ExpiredPlus.com

re: questions about expireds

Borino - Expired Plus (Borino Consulting) — Fri, 20 Mar 2009 16:36:29 -0500

Kathleen wrote to me: "Need your help. It's hard for me to call expireds because i don't have the confidence."

I also got this one from Maricela: "Do you think that expireds are good to do right now?"

...and bunch of other great questions.

So, this is what well do. The guys at RedX asked me to put together an action plan with all the answers. So I did.

We'll talk about expireds and how to turn them into listings. BTW, this is
THE PRIME time to go after them. Wanna join us? Let's talk then. Get your calendar out and block out an hour or so:

Tuesday, March 24 11:00 AM PDT/ 2:00 PM EDT

Private Teleseminar

Prime Season for Expireds

(and how to get a bunch of them)

And the best part... Since you are a Rainer (is there such word?), you get
in for free.

Here is the access info:
Toll-Free Access Number: 866-479-6576
Pin: 70636921#

We'll talk on Tuesday.

Borino

www.ExpiredPlus.com

PS: Question for ya. What is your biggest problem with expireds right now?
Post it in comments and let's see if we can tackle it on Tuesday.

Wordless Wednesday - Sunset in Hermosa Beach, CA

Borino - Expired Plus (Borino Consulting) — Wed, 18 Mar 2009 11:43:47 -0500

they hate me

Borino - Expired Plus (Borino Consulting) — Mon, 16 Mar 2009 16:15:05 -0500

Gwen sent this email:

"Borino, I posed the question about expireds at an office meeting... Other agents told me that going after expireds would quickly get me hated in this local RE community! This response has made me hesitant!

MY QUESTION: How does your program address this issue? I have closed one sale with a first time home buyer. I don't want to average 1 sale every 4 months! HELP!"

Gwen

Interesting question.... will other agents hate you for going after expireds?

Yes, there were some agents in my town who didn't like me. Some didn't care. And some admired my system and the results. Some even tried to copy it (which is a form of flattery, don't you think? ;-)

It comes down to business. Why do I do what I do?

1. I want to help sellers who were stuck with a wrong agent.

2. I want to help buyers find a nice home.

3. I want to get paid well for my service.

That's it. I don't really care if I'm liked (or popular). This is BUSINESS. This is how I put food on my table. This is how I pay my bills. And this is what I enjoy doing.

Here is the thing. Agents who do well always have somebody who doesn't like them. Simple as that.

Whether they do expireds, FSBOs, sphere of influence, advertising... There will be other agents out there criticizing, pointing fingers, and complaining.

Believe me, I had my share of critics and complainers. But none, NOT ONE of them had more listings and closed more sales then me. It was the same crowd reading the morning paper, worrying about the economy, and complaining about the market without actually doing anything.

You notice busy, productive agents don't waste time and effort on stuff that doesn't produce business? Go figure.

Here is how I address it in the Expired Plus:

Be honest.
Be ethical.
Be truthful.

But also be aggressive and focused. Because at the end, you run your own business. You are the CEO and Sales Manager. You and only YOU are responsible for your income, your success and your life.

Wanna do more than one sale every four months? I'll show you exactly how. Step by step. It's actually pretty easy. Using the X-Tracker we analyze where you are. Then we set up a plan how to list 1, 2, 3 or even more homes every month.

Then you just work the system every day. Research expireds. Contact them. Start mailing them. Go visit them in person. Takes about an hour. Five days a week. 2-3 expireds every day and you're on the roll. These could be new or old expireds (sometimes old ones are even better).

That's all there is to it. You know the best answer for those negative complainers?

Massive success! Once you drive a nice car, live in a beautiful home, have plenty of money in the bank, then you can just laugh at them. And maybe you'll even inspire one or two. ;-)

How about you? Do other agents dislike you when you go after expireds? And if so, what do you do?

Borino

www.ExpiredPlus.com

Yogurt, Fiji, and Expired Listings Marketing

Borino - Expired Plus (Borino Consulting) — Fri, 13 Mar 2009 18:42:57 -0500

Direct Marketing is Dead - Part II

There's an old joke that goes: The proof that advertising works is that millions of people think yogurt tastes good.

I think even better proof is that marketers have convinced consumers into spending $15 billion per year on bottled water.That's fifteen BILLION, mind you. On water! And here is the kicker...

About a third of which use filtered tap water. Stuff that comes out of your faucet for a penny or two. Pretty amazing marketing and advertising power, huh?

Did you know that bottled water costs about a thousand times more per gallon than tap water? Yep.

And worse, bottled water often contains more bacteria and impurities, because the EPA monitors municipal water systems more stringently than the FDA regulates bottled water.

Yes, bottled water is conveniently portable. But why not just buy a plastic bottle and fill it with cold water from the tap as needed? Can anyone say "canteen"?

So next time somebody tells you how advertising is dead and marketing doesn't work anymore, just smile and point to a $5 bottle of Fiji.

The same methods and ideas can be used in real estate marketing.
All it takes is seven steps:

1: Identify a market
2: Find a need or a problem
3: Offer solution
4: Give proof
5: Tell the market what to do next
6: Test
7: Adjust and repeat

So, let's say I want to start a profitable expired listings campaign.

Right now $300,000 - $600,000 single family homes are selling in my area.

I pull 200 expireds that went off the market over 6 months ago in 300-600 K range
They wanted to move but it didn't work out
"It can be done - I can sell your house" -main marketing theme
Include list of expireds that are now sold (testimonials, photos...)
Visit my website (and contact me for a no obligation consultation)
Set up custom website with more info, send out 200 letters
Measure response, adjust the marketing, and repeat

Direct marketing works. And just like any type of marketing and advertising, it needs to be done the smart way (see Janie Coffey's great tip).

Borino
www.ExpiredPlus.com

PS: In case you're wondering, here is where the water info came from: "Water and Oil Shouldn't Mix" Ecoprint. Makes you think, huh?

Killer CMA - This Saturday

Borino - Expired Plus (Borino Consulting) — Thu, 12 Mar 2009 15:34:59 -0500

Last month Jennifer Allan, Katerina Gasset, Broker Bryant, and myself did a free teleseminar on how to put together and present a persuasive CMA. Over 1,000 of you showed up and liked it.

"Borino, You all were awesome yesterday. I agree with the agent below, your kind, patient, and helpful attitude has literally changed my outlook and given me a "can do" spirit."

"I really enjoyed it and found it quite "meaty" with practical ideas to implement."

The workshop has also generated a bunch of great questions. So we are doing a Q&A follow up this Saturday.

Stuff like:

What CMA program is good to use (if any)
How to price a property if there are no comps
Automatic price reductions
...and lot more.

So grab a cup of coffee and come join us. The seminar is free but you do have to register to reserve a spot. Remember it got really crowded last time.

Saturday, March 14, 2008

8:30 AM Pacific - 11:30 AM Eastern

Is there a CMA question you'd like to have answered? Just post it here and we'll chat.

Borino

www.ExpiredPlus.com

Direct Mail is Dead

Borino - Expired Plus (Borino Consulting) — Thu, 05 Mar 2009 12:10:09 -0600

"Direct Mail Is Dead" read a headline on a busy real estate forum recently. Maybe you've seen it.

What followed was a frustrated post from an agent complaining about not getting any returns on his Just Sold post card campaign.

Nice design, heavy gloss paper, nice photo of the property. This poor guy mailed hundreds and hundreds of those expensive things to a neighborhood...

And yet not a single good lead, let alone a listing. Is direct mail really dead?

No, of course not. The missing (and critical) part of the puzzle was, obviously, THE CUSTOMER. Let me explain...

We all get bunch of direct mail every day. Why is it that sometimes it flops, but other times works like magnet? Here is what goes on...

Normally I trash new car promotions as soon as I get them (unless there is a good idea that can be used in real estate). But recently, I was on the market for a new car. For several weeks I paid more attention to mail about cars and car buying - even junk mail. And several good postcards did get my attention, especially those promoting SUVs.

What changed? I became a potential customer.

My car-buying radar was on
I responded to interesting cards with SUVs promotions or pictures
I particularly remembered dealers that sent more than one piece
I responded to specific messages focused on ME - THE SUV CAR BUYER

So how does all that apply to a real estate mail campaign? It's OK to mail to a geographic farm, a list of FSBOs, or expired listings. But NOT ALL the SAME card or a letter. So here is my secret formula for killer direct mail campaign:

Targeted List + Specific Need + Relevant Message x Repetition = $$$

Makes sense, right?

Borino

www.ExpiredPlus.com

Are Expired Listings Ethical?

Borino - Expired Plus (Borino Consulting) — Thu, 26 Feb 2009 12:44:34 -0600

My father’s favorite saying was:

“De gustibus non est disputandum.” My dad was a smart man. He was ambitious, personable and honest. He would make a good real estate agent.

Would he be good with expireds? Or would he consider going after expired listings too tacky? As with most things in real estate (and in life), the answer is - It depends.

Here is the thing…

On one hand, as a real estate agent I am an independent contractor. It’s up to me to put the food on the table. Other agents don’t pay my mortgage or my bills. I -- and only I -- am in charge of my own business. I am the CEO, the Customer Service and the Salesperson. I have to hassle. It’s up to me to get paid, right?

And expired listings can be just the ticket. Fast track to motivated sellers, hot leads, saleable listings, and most importantly, closings and commissions. No wonder so many agents go after them. All fine and good.

BUT...

Many agents get protective. They take things personally. Even if they didn't get the job done and their listing is dead. They get resentful. I got my share of yelling over the phone (and even one or two complains to our local Board).

So…

The real question is not YES or NO on expireds, but HOW. It is the way to go about it that makes all the difference.

Here is my take…

If what I do is ethical, legal and moral, I have nothing to worry about. After all, my attitude with expired listings has always been “I’m here to help“.

Couple of tips that served me well:

Don’t cross the line (at least not too far)
Don’t step on anybody’s toes (at least not too hard)
Don’t say things about others you don’t really know (at least nothing bad)
If it feels wrong, it probably is (being just nervous doesn’t count)
Do your best

I think my dad would approve. And remind me: “Do not argue about one’s taste“.

Borino

http://www.ExpiredPlus.com

C-21 Pulls the Plug on TV

Borino - Expired Plus (Borino Consulting) — Tue, 20 Jan 2009 19:51:37 -0600

Sure sign that times are changing. Even the all-mighty advertising pull of TV is not good enough anymore.

As reported by AdAge.com: "Century 21, one of the first real-estate companies to advertise on TV, is pulling all national TV advertising in 2009 and redirecting its efforts and ad dollars to the web."

Hmmm.... Is C-21 jumping the gun or is a smart move?

Good time to evaluate what is working. I'll be closlely watching where I spend my marketing dollars. And more importantly, what is working.

Internet is here to stay... DUH. No brainer there (95% of my marketing is online). But to make it work effectively takes more than just email, twitter, a blog and a profile on Facebook.

How to attract good leads? Qualified clients? And not just tire-kickers and steal hunters?

Time to take inventory. Watch what works for others.

Listen to my clients. Pay attention to where they like to hang out (on line) and why.

Times are changing. Gotta be ready.

What will you focus on in 2009?

Borino

Ten Tips to List More Expired Listings (this weekend)

Borino - Expired Plus (Borino Consulting) — Mon, 12 Jan 2009 12:00:16 -0600

Lisa Howe posted some great questions about how to get more expired listings. Here are some tips.

1. Call them first. Early. But hang on... Don't try to schedule a listing appointment unless they're absolutely ready (which is not that often). Remember, most expireds will not be too happy. About the market, about their previous agent, about the whole selling thing. They need a bit time. A little breather.

So simply ask to stop by, introduce yourself, and drop off your resume. Less resistance this way, trust me. Nice and easy.

2. Skip the call if they're on DNC. It's not worth the hassle. You won't feel good about the call. And they won't either. So just don't call.

3. Put together a simple expired package. Nothing fancy or elaborate:

* Your resume

* Client testimonials

* List of sold homes (yours and/or your office)

* Marketing samples, like your web site, fliers, postcards.

* Cover letter (you can download a free expired listings letter from my website)

4. Stop by the house. Introduce yourself. Ask a lot of questions (that's a biggie!). Find out WHY they want to sell. Don't get caught into "Why your house didn't sell" discussion. Do NOT talk about the price (yet). Or the other agent. Focus on the future.

5. Tour the house while you chat with the sellers.

6. If the motivation is high, the reason to move is solid, and you feel good about the house (and the sellers), THEN and ONLY then schedule a listing appointment.

7. Follow up immediately with a thank you card if they are not ready to re-list. Put them into your system and start a follow up campaign.

8. Start a direct mail campaign with expireds you couldn't reach. Send out your package and a sequence of mail. How long should you be mailing them? As long as it takes to get the listing. Why not... It's inexpensive - and it works. I had folks call me months, even a year after their listing had expired. Keep at it.

9. Vary the mail pieces. Different strokes for different folks, remember? Mix postcards, letters, market updates, just sold, just listed, fliers, articles... Anything that's interesting and relevant TO THE SELLER. Go easy on self-promotion (that will come later).

10. Follow up. This is the biggest secret I can give you about expireds. Follow up. MOST of your business will NOT come from the initial contact, but from your follow up. So keep the mail flowing. Send them a piece at least twice a month. Call them back. Stop by the house every now and then.

Bonus - Have fun! OK, this is really biggest secret. Enjoy what you do. Because with out it it's just a job. And your clients will pick up on it.

See, if you have a good vibe, if you like what you do, it's obvious. You feel good. Your clients feel good, too. And people will want to do business with you. It also makes the whole thing a lot easier. And fun.

Makes sense?

Borino

www.ExpiredPlus.com

My Top Ten Christmas List

Borino - Expired Plus (Borino Consulting) — Fri, 19 Dec 2008 16:37:09 -0600

Ten Things I Love Most About Christmas:

10. Smell of the Christmas tree

9. Bing Crosby singing "Home for Christmas"

8. My dad's smile when I opened a present from him

7. My grandfather's prayer before Christmas supper

6. Sneaking into my grandma's ice-cold pantry for honey cookies

5. Last sleigh ride before it got too dark

4. Smell of a fresh wood in the fireplace

3. My mother and father singing "Silent Night" in harmony

2. The cracking sound of "oplatky" - sweet Christmas treats

1. My mother's creamy and delicious "kapustnica" - typical holiday stew

Wishing you all peace, love, good health and joy.

Borino

Need your help... Aaden is in the hospital

Borino - Expired Plus (Borino Consulting) — Thu, 18 Dec 2008 11:14:21 -0600

I was about to write a short post... nothing fancy, just to wish you Merry Christmas, or Happy Holidays before I leave on a short vacation to Europe to see my mom.

Tell you about some killer new ideas I'll have for you soon...

I was almost done when I got an email from Amanda (she's one of us - a realtor and an X-Plus client). Her email changed everything...

Amanda told me about Aaden. A terrific, happy little boy. Only one-month old.

Aaden was full of laughter and life.

Living a happy life in Elkton, up in Maryland. Getting ready for his very fist Christmas.

Today, this month-old little baby is fighting for his life.

Here is what happened...

Ashlee (Amanda's best friend) and Jason are high school sweethearts. Happily married for a few years. Working hard and raising a family.

Couple of days ago they took their new little boy to the grocery store. Just to pick up a couple of last minute things for dinner.

On the way back - a disaster!

A drunk driver (going over 50!) smashed into their car. Right into little baby Aaden's car seat which was completely crushed.

The emergency staff were shaking their head, saying it was a miracle this child survived the horrible crash.

Aaden is in intensive care. He just went through his second surgery, and there is another one scheduled for Saturday.

Aaden has suffered multiple fractures: both of his tiny arms are broken in two places. So is his leg where doctors inserted a post to secure it.

But here is the kicker... Even though Aaden is in a cast, his skull is fractured and there is a danger of internal bleeding - he's smiling!

Talk about an unbreakable spirit! A real survivor! (Check out the pictures)

His dad Jason is a truck driver. Ashlee is a bank teller. Good, hardworking people. Not rich. Not by any means.

They don't have enough medical insurance to cover Aaden's surgeries.

We need your help. Even a few dollars will go along way.

Help Aaden

Aaden with his older brother, just days before the accident

And knowing you did something worthwhile? Really helped real people when it REALLY MATTERED?

Priceless.

Thank you - for little Aaden.

Merry Christmas... and Happy Holidays!

Borino

Help Aaden

Together

Borino - Expired Plus (Borino Consulting) — Mon, 15 Dec 2008 13:42:16 -0600

When people come together, great things can happen.

Just look around AR.

Inspiration... tips... ideas.... motivation.

Advice. Support. Questions. And answers.

Flow of ideas. Points of view.

Controversy. Dialog.

Energy.

Laughter.

It's like this world-wide orchestra, isn't it?

When people come together, it's like music.

Sometimes a symphony. Sometimes jazz.

Sometimes a beautiful harmony, and sometimes heavy metal.

When cool people come together, magic happens.

Borino