Let’s set the stage. You are a real estate agent. Maybe you’ve been a buyer’s agent and you want to get more listings. You want more seller leads so you can start to shift your business to more of a seller’s agent. Or maybe you are even a top producer and you want a way to drive your business even further. Your goals for this year are big. How do you get there?
Sending out just sold postcards is a great way to drive new business. And making sure that you have just sold postcard wording that really works is critical if you want those postcards to produce for you. The suggestions I will share in this blog are born out of us sending millions of postcards out for our clients and interviewing our clients, many of which are top producing agents, over the years. We’ve identified those things in just sold postcard wording that starts to drive in the traffic and cause you to get more phone calls and inquiries from homeowners. So let’s talk about what some of these things are.
Confidence Is Key
The most important part of just sold wording is not simply to tell the homeowner that a home was sold, nor is it simply to tell the homeowner that you sold a home. The most important part of your wording is to give the homeowner confidence that they should be calling you when they are ready to sell. So the question is: How do you do that? Let’s also discuss the structure of how you mail just sold postcards. I’m going to touch on both topics. Both are equally important. In my experience with working with real estate agents, most are clueless in this and they send out just sold postcards without getting real value.
Just Sold Wording That Conveys Confidence to a Homeowner
The most important part of wording is to talk about what you did that made your sale so spectacular. The first thing with just sold postcard wording that works is that you want to identify what was unique about the sell. Was it on the market for six months with another agent and they couldn’t sell it but you did? That’s significant. Did it sell in only 5 days? Did you get multiple offers? Did you sell it for full asking price or more than asking price? What was unique about this home? Find anything you can exclaim as something special. The more times you send just sold postcards with wording that focuses on something special, the more likely you are to get those homeowners thinking that every sale you do is spectacular. Whatever that “special” is, that should be in big, bold print.
For example, let’s say the home you are talking about sold in 5 days. You want your postcard wording to proclaim: “SOLD in only 5 days!” so that all the homeowner does when they get the card is see, “SOLD in only 5 days!” and a picture of the home. When they see it came from you, it has made a positive impression that you have sold the home fast. Imagine for a moment that the same homeowner continues to get just sold postcards from you on an ongoing basis and every one of those claims something spectacular. “Sold for full price!” “Sold in 3 weeks when the previous agent couldn’t sell it after 6 months!” “Sold with 5 offers!” Whatever it is, proclaim what is spectacular and you will train your homeowners that all of your sales are spectacular and that you can make a spectacular sell with their home.
Tell a Story
The next thing in creating effective just sold postcard wording is to tell a story. Stories communicate more about your ability to sell a home than anything else. Share the story of what happened. Were there challenges in the sale of this home? Why? Share them. How did you overcome these challenges? Try to relate to the homeowners where you are sending that postcard. For example a story might say:
The Smiths at 123 Main St. were sick and tired of trying to sell their home. They had been on the market for 183 days with another agent who could not sell it. They realized they needed an expert with such aggressive marketing that the agent could sell any home. They heard of my reputation so they called me. With marketing that began before the home went on the market, we got 5 offers in 3 weeks and I sold the home for full asking price! If you are looking to sell your home fast, choose an agent who is proven to do it. Give me a call!
That is the type of just sold postcard wording that really works. When you repeat that over and over again on every postcard, telling the story, highlighting what is dramatic and special about the sale, you’ll start getting more phone calls than you ever imagined from homeowners wanting to sell their home.
How Do You Send Out Just Sold Postcards?
So now let’s shift gears and briefly talk about how you send out just sold postcards so they work for you. I’ve written another blog on this topic so you can search our blogs for that. I’ll share the skinny version here. Let me ask you a question. Which do you think is more impactful: One homeowner getting one postcard from you or one homeowner getting 12 just sold postcards from you? The one that gets 12 will be more likely to call you. This is what most real estate agents do not understand. It is more important to hit one homeowner multiple times than to hit a lot of homeowners only once. Here is the simple rule to get results with just sold postcards. Keep mailing them to the same people over and over again. Most real estate agents mail 50 – 100 just sold postcards around the home they just sold. If you are selling all over town that means the average homeowner gets one postcard from you every few years. That’s not enough to make any one pick up the phone and call you. Instead, pick an area where you want to sell in and every time you make a sale, send a just sold postcard to that area.
Now you are hitting them multiple times. It doesn’t matter that the home is not in their community. What matters is they believe you can sell any home in record time, for record amounts, and that other agents can’t sell because you are so aggressive.
I hope this helps!
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