The strategy behind converting FSBO sales isn't a magic bullet solution to sell yourself to someone who thinks they don't need your services. These sellers are trying to cut corners to save a few thousand dollars. The idea is to use this old school method to differentiate yourself from the competition and create value. Without making it a sales pitch, creating value and showing results to win business.
Lead with service, create a single property website, marketing materials, provide marketing services. So all you're doing is offering them to help market the property. With this service, the seller agrees to enter into a post dated listing agreement if the property doesn't sell by a particular date. There are a lot of ways to showcase all you do as a listing agent. This is a great opportunity to present all you can do as a professional agent.
These people don't want your help, so the idea is to lead with service. It's an uphill battle, but with persistence finding FSBO's through Craigslist or Zillow's "make me move", there are ample leads to approach. Drop off a pre-listing package at their home which highlights what makes you stand out from the competition. Included a net sheet, a partially filled out listing agreement. Mailing or dropping off a package is significantly more effective than making a phone call. Include a marketing plan. A list of past clients. Include business cards. Instead of being instantly annoyed, this passive method tends to be more powerful when approaching FSBO's. The same holds true with expired listings.
Social media is another great portal for generating a free audience for building a brand. Linkedin, Facebook, Instagram, etc. are all wonderful ways to add a personal element into your industry. Post on Linkedin "Hey, just sold another great property in XYZ". It's a passive way to stay in front of your potential clients. All you're doing in this regard is branding, and building a report with a 20 business / 80 personal weighting.
Open houses are another way for agents to make personal connections. One thing to keep in mind is this is not really about picking up buyers. Most of the traffic generated with open houses will be neighbors wondering how much they can get for their home if they list it. How this home compares to their home. The opportunity to speak with potential listing clients is clear!
Blogging is another effective way to really get yourself out there and build a clientele base. Facebook videos, video blogging are other simple ways to connect with additional clients. Blog about simple things such as a list of movers, handymen, plumbers, utility companies with contact info for specific areas, etc. are topics which can be added to your blogging catalog.
A lot of agents don't see the value of direct mail. I tend to disagree! My experience with direct mail is, it's a more responsive medium for generating business.
Mailing a farm 4 times a year creates enough presence to build a brand in a neighborhood. It can take a few mailings to get a return, but in my experience has some of the best conversion rates per dollar. The sample to the left is one of my personal direct mail marketing pieces. I partner up with another agent in my office, design the postcard and the partnering agent splits the cost with me. The agreement states that we split any listings which are generated in the particular farm area. More specifically we jointly agree that they (the other agent) are responsible for communication with the sellers, showings and open houses and I work the back end which involves marketing and contract negotiation. Every agent and situation is different, so my advice is to find something that works and stick to it!
Keep in mind that everything you do should be consistent and lead back to your website. Get them into your store... your website. It's important to have a lead capture option on your website when they land on it. There are ways to maximize and leverages how your viewers use your website. Create a FSBO page, seller's page, (check out my page - 5 Tips to Maximize Your Home's Sales Price), or any specific landing pages which are unique and provide answers that aren't available on other websites.
Denise Samouilidis
Realtor Associate | Mirsky Realty Group
4580 Donald Ross Road #107
Palm Beach Gardens, FL 33418
561-308-0007
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