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How to quickly fix your expired listings mailings

Reblogger
Real Estate Agent with YourStories Realty Group MA# 9517963

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.

Original content by Borino - The Real Estate Coach

"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:

help with expired listings1. 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


Posted by

Larry Lawfer, Realtor®YourStories Realty, It's all about you,

Larry Lawfer

Partner

Realtor®, Director of Marketing

YourStories Realty Group powered by Castles Unlimited®

837 Beacon St

Newton, MA 02459

larry@yourstoriesrealty.com, 617-774-8292

Comments (5)

Malcolm Johnston
Century 21 Lanthorn Real Estate LTD., Trenton, Ontario - Trenton, ON
Trenton Real Estate

this sounds like some very solid advice Larry, I'm going to have to read more of his stuff.

Feb 21, 2012 04:42 AM
Vickie Nagy
Coldwell Banker Residential Real Estate - Palm Springs, CA
Vickie Jean the Palm Springs Condo Queen

Larry, I clicked through on the link first and said 'huh'. But then I went back and read your intro, and I highly respect your opinion. Just wish we had some expireds around here. That would mean we have inventory. We are running <2 months and it's very painful for buyers.

Feb 21, 2012 12:38 PM
Borino - The Real Estate Coach
Borino Productions - Falls Church, VA

Thanks, Larry!

Feb 29, 2012 11:40 AM
Renée Donohue~Home Photography
Savvy Home Pix - Allegan, MI
Western Michigan Real Estate Photographer

So I totally revised my plan and put a brochure together also - BECAUSE OF THIS BLOG POST!  I have 5000 brochures coming my way which should keep me going for a year.

Mar 04, 2012 04:02 AM
Larry Lawfer
YourStories Realty Group - Newton, MA
"I listen for a living." It's all about you.

I can't wait to see what kind of results you get Renee.  Best of luck with the new initiative.  I am only a couple of days in front of you on this one and am on my way.  Thank you for stopping by

Mar 04, 2012 06:29 AM