I've had several agents tell me they don't need more listings...they need buyers! Here's one idea that will work for you as long as...
- You use the correct criteria to get a "good list" of addresses
- You have a focused message for your audience
- You use one to three Lead Generation Triggers to guarantee success
www.ImpactYourSalesNow.com/lead_generation_triggers.html
I used this exact strategy with my sister in Bellevue Washington. She listed a house that had already been on the market for 90 days...with one of the largest companies in the Northwest. I helped her with the mailing list criteria, and the Open House Invite...she did a mailing to only 125 people - 12 people (10%) show up from her OH Invite and a full price offer was made and accepted within a week.
Can you believe that...she got a 10% response rate from the mailing we designed!
Usually when an agent does a mailing to promote a listing...it's always to the 50, 100, 200, etc. homeowners closest to the property. What a waste of money. Many already know the home is for sale...heck they probably live in a very similar house (reverse floor plane perhaps). If they haven't called you to refer their best friend why would they respond to a Just Listed postcard? They wouldn't.
SIDE NOTE: Just Listed postcards are one of the least effecdtive tools many agents use. Oh, not because of the delivery method...or even the title "JUST LISTED" (although you can come up with someting more meaningful then that)...no, it's the "ingredients" that are most commonly used that make it ineffective. That'll be the topic of another blog post however.
Sorry for getting side tracked...I have a real passion for marketing and love to talk about it.
Here are some of the specifics that lead to our success...
- Our objective: To attract potential buyers
- Promotional method: Direct Mail - Open House Invitation specifically
- Cross Promotion: Use of a variety of websites ActiveRain, Craig's List, your website, blogging, etc. (we did not utilize the internet sites)
- Our Target Markets: Move-up and Renters
- A "targeted" Open House Invitation for each target market:
- Primary Market - other property owners...most likely move up buyers - this may or may not apply to your listing. There are specific criteria that should be used for this...but frankly it's too much to type here. Comment or email me and I'll be more then happy to provide you with the criteria.
- Secondary Market - Renters of a similar property.
- Don't make the mistake of using the same Open House Invite for these two very different markets, many agents do this and it dramatically reduces the effectiveness of the target marketing.
- Set specific time: Your primary market should be invited to come by the house at a specific time...say between 10 and noon. The Secondary Market should then be invited to come by between Noon and 2 - or vice versa.
- Enlist a loan officers help - see if you can have a loan officer present to answer any questions about financing and to start the pre-qual process.
- Entice them to see the home - you and the loan officer you have a lot to offer both your target markets - offer complimentary information when they stop by. We offered 3 free items for our primary market and 3 free items for our secondary market...and no they weren't the same 3 things...one or two were similar but not the same
This works...
If you'd like to get better results from a specific marketing piece, or all your marketing, go to: www.ImpactYourSalesNow.com/lead_generation_triggers.html
or call me - I'd love to work with you to increase your marketing's effectiveness.
Happy Sales,
Jeff
Empower Yourself...www.ImpactYourSalesNow.com
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