Real Estate Blog - Expired Letters...Attracting the Cream of the Crop!

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Expired Letters...Attracting the Cream of the Crop!

Expired Listings...Getting the Cream of the Crop!

Katerina Gasset's expired letter program landed me my first 1.3 million listing.

We have always worked expired listings. We have always had success with them. However, I wanted to work smarter, not harder. When I came the realization that I needed to change my market, it was about the same time that Katerina Gasset announced her The Keys To Your Success contest.

We were getting 2 to 4 listings a week. However, at the time my expired letter was not what it should have been about. We could list $100,000 and below homes all day long with this letter. We would get several $200,000 and below, as well. At any given time, we had no less than 30 listings.

After winning the contest, I quickly learned some things that would change my business forever, including my expired listing system. (Let me echo Katerina...It is fantastic to be the second or third agent!)

I switched my market to the most luxurious communities south of Atlanta, Ga. Homes for sale in Lake Spivey, Heron Bay, Eagles Landing Country Club, Crystal Lake Communities, Eagle's Brook and Mallards Landing, all offer some of the most luxurious homes in the Atlanta, Ga market. They are either lakefront, golf course or fly in communities.

I was going from one end of the spectrum to the other, and the only two things I have changed were some personal beliefs and my expired letter.

If I was having such success with my expired letter program before, why did I change it? Well, I have to work just as hard for an $80,000 listings as I would a $1,000,000 listing. That part to me is a no brainer. The other reason is, I base my business all around my clients, but my original expired letter was all about us, and that wasn't going to get me to where I wanted to be. My first letter worked great for my past market, but I had to step it up several notches for where I was heading.

I find it hard sometimes to write for the consumer. In fact, I think most of us find it a lot easier to write about what we do, what we can do, what we have done, etc. That is where the problem comes into play. Consumers are ALWAYS getting the "What I can do for you" mail. It is refreshing for them to receive a letter that is focused on them.

It is really hard when your trying to break into a new market. No one knows you. Your up against those Realtors that have been working the area, and those that actually live in the area. The expired system is a great way for them to start getting to know you.

I will be posting more on the turns that my business has been taking while working the Katerina. I have been so busy that blogging has been tough. The real deal though is this.....if your blogging consistently and working expireds correctly, you should be swamped with business.

I know a lot of people refuse to work expired listings, but this one of the most powerful systems I use in my business.

Now, jump over and enjoy ....Katerina's Version

Everyone have a great week!

Proudly Serving South Metro Atlanta for over 50 years!

The sale of your home is an important step towards your future. You deserve to have someone that is willing to work on your behalf, who is aggressive and will negotiate to make sure you're getting top dollar for your home. You should expect to be a priority, receive weekly updates and know your property is being marketed in a manner that can get a SOLD sign on it. Our market is changing daily; you deserve the knowledge and experience of a well-rooted company that can get your property SOLD.

Call today to sell your property or buy your next home in Atlanta Georgia, South Atlanta Georgia, Henry County, Jonesboro, Stockbridge, McDonough, Clayton County, Mallard's Landing, Heron Bay, Crystal Lake, Eagle's Brook, Eagle's Landing Country Club, Lake Spivey, Lake Spivey Country Club, Lake Jodeco, at 770-961-5520, Brande Bradford, Licensed Real Estate Professional.

Posted by Brande Bradford... South Metro Atlanta Specialist on 06/16/2008 10:39 AM

Comments (58)

expired listings, luxury homes, katerina gasset

Post is included in group: The Art Of Marketing You
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58 Comments on Expired Letters...Attracting the Cream of the Crop!

JUN

2008

Hi Brande...Good luck with your "new" expired letter and your "new" market area. Continued success with the expireds and hopefully you will be picking up some higher end buyers in the process.

Cheers,

Kathleen

Brande,

Thank you for the encouragement! I hope I can follow in your footsteps (which I guess is following in KG's footsteps!!!

This is indeed a clever idea and why didn't I think of that. Anyhow, I am going to try applying it in my industry and I am sure it will have the same result.

Thanks Brande

Hans Iduma

Brande, thank you for a good post, it will come in handy!

Kathleen - Thank you. It has been a little scary trying to break into unknown territory. The cool thing is that I am not having to go at it alone. :-)

Dawn - Your right, it would actually be foloowing in Katerina's footsteps. I hopr to grow up some day and be just like her! Somehow, I am sure I will fall short. All I can say is...get after it and stay after it.

Hans - I hope that you do get the same results. I will look forward to hearing about your success.

Jean - Thank you! I hope that it does come in handy. I like to think what I write will help someone.

JUN

2008

Thanks Brande! I worked expireds for a short time, but my true niche was working the investment side. Everyone has to find their niche and laser focus to become successful. That laser focus sets you up as the "expert" in the field and your business grows. Great job!

Stephen...I LOVE the investment side of the business as well. Your right, we all need to find our niche markets. I am very grateful for the opportunity I have to work several markets.

Congratulations! I had read about your success over on Katerina's post and just wanted to stop by and wish you the best!

That is awesome! I know that you have been working very hard and the results are showing. I look forward to hearing about more of your success!

I agree that in working expireds, or leads of any kind, our consumers need to feel like they're getting the best value, and they want to hear about the value to them, not about how great you are as an agent and how you can do this or that, or what you have done before. Items of value, personal service are key in any prospecting program. That said ... I've jumped in and out of the expireds market because I have lacked the consistency it take to procure the leads! Perhaps I need to rethink this form of prospecting in my area as well!

Michelle - It is soooo good to see you. I havent see you around lately, but I know your very busy. It is ironic, I was thinking about you this morning and here you are :-) Thank you for stopping by. I had to say I am pretty excited about where my business is heading.

Rich - Hang with me! You guys always take such good care of my clients, you are sure to reap some benefits too!

Kathy - I LOVE expireds! If yoiu rethink prospecting this way, let us know how it goes. It is like everything else, need to be consistent about it. Thanks for stopping by! :-)

Good post..I will have to check it out..right now I am concentrating on buyers because our market has changed...

Michael - Thanks for stopping by! Go get those buyers :-)

Brande,

I was happy to hear of your success but equally interested in getting back to work with working expireds in my market. I emailed Katerina for some info. Good luck to you.

Happy to hear that the new expired listing system is working for you. I need to revise mine as well since my last attempt didn't even lead to a single telephone call. Great post.

Diane - Thank you. Katerina is a wealth of information. Best of luck to you.

Brande- Congratulations on the GOLD STAR and The Expired Listing LISTING FOR 1.3 Million Dollars! Woo Hoo! Way to go, girl! I new you could do it. You are going to take over Lake Spivey like a tornado! They won't know what hit them! I am very proud of you. Just keep staying on task and keep sending out those letters. I would also like to say that your response has been great with 8 phone calls from the expired letter thus far. Some of those will turn into listings too! Keep it going!

Congratulations on the new expired letter that is working well and the new market area. Here in Arizona when a home expires many times it is because it is going to foreclosure and not because it needs a new agent unfortunately.

Brande congratulations and I hope it continues to grow and prosper for you. I will be looking out for more good news of your success with the new area. Sometimes change is scary but its great when its all worth it.

Congraulations on the listing!!!! Sounds like your expired programs is going to really take off now!

I love working expireds. It is a market that not many Realtors work in this area and is kind of becoming my niche. Good luck with your new market!

Brande, It does sound like you are doing every thing right. Katerina is a great inspiraion to all of us. Now go sell that sucka!!!

Hey Brande, Congrats on your listing and your featured post. Glad to hear success stories in the Rain!

Hi Brande, I would love to learn more about your switch to the higher end expireds. Antoinette

Awesome success story, Brande... I think I should check out Katerina's letter too and see how I can implement that here in my market!

Good luck with it. I think that both ends of the market offer something fun. I really like the high end for the cool places and the way I can push the envelope while working for them. I love the entry level because of the excitement of the buyers...

I've got to check out this Katerina program you are using. I used to do quite well with expireds, but have let them go lately because of the do not call hassle.

Ilove to do Expired.. but I haven't gotten any sucess with them yet..now the market is changing any there are not many expired....whatever it is...i going to take a look at the system and them change my approach...All the best in your new market....

What a timely post for me. I was just thinking the other day that I am in a rut. I am really busy and working the net well, but I am stuck in the same price range. All my calls are from the lower end homes here in Akron, Ohio. (Yes, we do have a high end here!) You have inspired me to try this method to work a little smarter. Of course, I already knew how bright Katerina was, so I should have picked up on this sooner. Thank you so much.

Brande...CONGRATULATIONS to you on your new listing... Sounds like you have something going here. Would love to see your letters if you are willing to share.

Congratulations Brande on a your new listing and a job well done.

Congratulations Brande! It is always exciting when your businees takes a big jump

i enjoyed reading about your change of tactics and your success. Best of luck.

JUN

2008

Brande....Great Post!!

You hit on a key factor of value added marketing and a way to increase your/bottomline...and that is to focus, focus, focus.

I am inspired!!

Thank You for the great post.

Great job Brande! I saw Katerina's post about your success a couple of days ago.

Brande, congratulations! Very encouraging post. I wrote my Expired Letter and never implemented it, I think is time to do so. Would you be willing to share you letter? Keep up the great work.

SUPER...Thanks for sharing...Expireds can be a challenge...and one we welcome. Challenges are what being successful in this business is all about..Waiting for the phone to ring has never worked well for us...and it more fun getting out there and just DOING it ! Congratulations and best wishes on your continued success !

Morning Brande,

Thank you for the encouraging post. We have just started working expired in our area and plan to check out the advantages of a couching source.

Wishing you continued success!

Brande, this is wonderful news. I know you are learning so much from Katerina and what a blessing. I look forward to hearing more of your success stories.

Thanks for sharing, I used to work expired exclusively!

Brande, it sure looks like your hard work is starting to pay off. It could not happen to a better person.

Brande - Way to go on the success your having. Katerina is a great individual with a wealth of information you are right about that! Keep up the great success! Woohoo!

Great post. Good point, too, about high end listings not being any more difficult to obtain than lower prices homes.

Regards,

Lloyd Nichols

JUN

2008

Lanre - Stay consistent, believe that it will work and you will be rewarded.

Katerina - I really dont know what to say, but, "Thank you!"

Bob and Carolin - We have record high foreclosures here, but overpricing is all over the place as well. I say that, but yet, often we list at the same price and blow marketing out of the water. I will be sharing a good example of a home I just closed on soon.

Kimberly - Change can be very scary. One of the top agents in the area, actually lives on the lake. What I have come to realize is that we all put our pants on the same way. There is a reason a lot of their listings expire though. :-)

Kim Peasley - I am expecting great things to happen. Thanks for stopping by.

Joshua and Kathi - Good for you! Expireds to me are a lot of fun.

Broker Bryant - Now I know I wrote a good post, you stopped by!! :-) You might not know this, but your the reason I started working expireds a year ago. See, I listened. Thanks for the encouragement back then.

Yvette - Thank you for stopping by. I like to read the success stories in the rain, but I have to admit it is a lot more fun being a part of those stories :)

Antoinette - I really made the switch because I realized that for the amount of work I was doing, I could be making a lot more money. Our area has really changed for various reasons and the move needed to happen. I guess I need to write a post and explain that in more detail.

Steve - I highly recommend that everyone check out her blog that is interested in working expireds.

Lane - I agree there are great things about both ends of the market. Thanks for stopping by.

Cathleen - I dont call expireds. I simply send them a letter. The letter makes them call me. That is the way I like it!

Donna - Twaeking what your doing can sometimes make all the difference in the world. Dont give up, it will all come together.

David - Please let me know how it goes. Yes, Katerina is a bright one! LOL That cracked me up. Sorry, Katerina, I just thought it was funny.

Roland - I would love to share, but simply cant. The program is built around my area. What works here, would most likely not work for you. However, check out Katerina's blog because you can get all the information there to build a successful program.

Pam - Thank you!

Wayne - Yes it is very exciting. Thank you for stopping by.

Michael - Thank you. Sometimes just the smallest change can make the biggest difference.

Todd - Focusing is key!

Kathy - Thank you. Yes Katerina beat me to posting about it. She is so on top of things!

Venacio - Definitely implement it!! I wrote a post explaining why I cant share the letter. It would really be doing you a disservice as it was written "specifically for my area". I am sorry.

Sally & David - :-) Get out there and get after it. That is what I am talkin about. Gotta love it!

Harold - Great to see you as always, please let me know how the expireds work for you.

Missy - Your right, I am learning a lot. Btw....Katerina speaks very highly of you on our training calls. :-)

Jim - Thanks for stopping by.

Danny - You know I am working hard!! LOL

Marey - Thanks! You just know that the more listings I have the more secure your job is...LOL Just kidding, your one of my biggest supporters and I really appreciate it.

Lloyd - Thanks for stopping by. It took me a little while to come to that realization, but it is very true.

JUN

2008

I have been so busy with new 1st time buyers that I have not had a second to sit down and work on expireds recently. I will though as soon as I can come up for air. Antoinette