How to quickly fix your expired listings mailings
I have become a big Borino fan. This guy is the real deal. He truly cares and not in the way that so many pundits, coaches and self proclaimed gurus care. This guy puts you in control and is willing to do more if you do more. I am working his Expired program right now and have met and am working with some top agents on the East coast where I live to get even better. Borino rocks and this re-blog is just a mere sampling of his great advice.
"Borino, I need your help. I sent 34 letters to expired listings but did not get one phone call. I feel discouraged. What am I doing wrong?"
If your expired marketing is not generating you leads and listings, I betcha the problem (and an easy fix) is right here:
1. Targeting a dead area with low turnover and/or low demand
Make sure you're only targeting neighborhood and price range that is moving. That means good listings, desirable price range, and recent closed transactions. Go only after properties that are in demand and selling. Check your MLS data and only market to those areas.
2. Tweaking the Expired PLUS letter
Leave the letter alone -- don't try to "improve it". No, your market/sellers/area/situation is NOT different. Use it just the way it is because it was designed for maximum impact.
3. No property photo in the letter
True, the words in the letter are powerful. But without the photo it looks just like another real estate letter and many sellers will NOT read it. Include the property photo. This is very important. Yes, it takes more work but it will absolutely get more attention and it'll make you stand out.
4. No personal brochure
Everybody mails letters. Everybody includes business cards. Boring! You have to stand out so use the 3-fold brochure (it's part of the free download).
5. Boring self-promotion with no emotional impact
List with me. I'm different. I work hard. We have buyers <YAWN> Sellers are tired of all the self-promotion crap. Be more engaging. Light up their sense of hope and arouse their curiosity. It's easy, include a list of sold homes to show the sellers that homes are in fact selling and people are moving.
6. Only one contact
People are busy. People are lazy. People are distracted. People procrastinate. It's true, sometimes one good mailing will make your phone ring. But often one contact is not enough. Sellers need to hear from you more than once. Just think how much mail you get every day...It often takes multiple contacts -- REPETITION -- to make the sellers remember you.
7. Same Old, Same Old
Keep your marketing and your follow up interesting. Vary your marketing. Mix up letters, market updates, postcards, open house invitations, phone calls (if you can), emails (if you have it) and even personal visits.Personal contact face-to-face is the most effective, fastest way to turn an expired into a lead and a listing.
And there you have it. Seven simple tips to turn your next marketing campaign into listings and commissions.
Borino
Expired Listings System - Expired PLUS 2.0
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