Expired listings leads are useless unless you can convert them to sales. Here is a step-by-step process to convert expired listings leads to your listings. By creating a simple-to-execute marketing plan, you can easily earn $100,000 to $150,000 a year or more with expired listings leads as many of our clients do. This is the second in short blog series on this topic. In my previous blog I shared the two ways to follow up with expired listings leads. Today I want to pick up where I left off.
In the last blog I left off talking about the need to create a series of realtor postcards to send to expired listings leads. This is the crux of the marketing plan that puts it on “autopilot,” creating a perpetual source of “come list me now” phone calls every month (one of my clients gets about 3 or 4 listings a month from expired listings leadsusing this approach!). So today I want to walk you through step-by-step exactly how to create realtor postcardsthat getsexpired listings leads relisting with you, then how to execute on mailing them. The first thing is creating the postcards, so let’s start here ...
The 3 S’s to Successfully Market To Expired Listings Leads using Realtor Postcards
When creating realtor postcards to mail to expired listings leads, what is the best information to share? The BESTinformation is what I call the 3 S’s. The 3 S’s are: show off your Sales, share you Secrets to those sales, and show off your Service. So let’s talk about each of these...
Expired Listings Leads “S” #1: Show Off Your Sales
The first S is showing off your Sales. In simple terms this is sending Just Sold postcards on a frequent basis. Homeowners want to list with a realtor who is actively selling homes. So the more you send Just Sold postcards toyour expired listings leads the more they are reminded you are actively selling homes ... and the more likely they will choose you when they re-list! But if you want even better results, try this... When you sell a home that had been one of your expired listings leads, tell that story on your Just Sold postcards. For example, you might say, “The Smiths wanted to move but they were frustrated. The first agent they hired simply stuck a sign in the yard and waited. And after 185 days he still hadn’t sold their home. The Smiths realized they needed an expert who could sell homes other agents couldn’t. They heard of my reputation so they called me. GREAT DECISION! With aggressive marketing that began before we put the home back on the market, I generated 5 buyers in the first 2 weeks, we received 2 offers, and sold the home for FULL price!” Isn’t that powerful? You see, the more you can relate to the expired listings leads you’re targeting and what they want, the more likely you are to get their business. Another type of realtor postcards you can use to show off your sales is a summary of expired listings leads sales you’ve made. Compile a list of up to 10 or 15 homes you’ve sold in the past who had been expired listings leads. Display their addresses and how long each home had been on the market before it expired. Then simply make a statement such as “each of these homes had been listed by another agent for an extended period of time without selling. Then the homeowner asked me to sell it, and I sold each one typically within only 60 days, frequently listing it at the originally listed price!” It’s realtor postcards like these that get expired listings leads believing you are amazing ... and getting them choosing you! But that’s only one type of realtor postcards to use.
Expired Listings Leads “S” #2: Share the Secrets To Your Sales
The second type of realtor postcards to create is to share the Secrets to your success in selling expired listings. These postcards focus on educate expired listings leads why your homes successfully sell when other agents’ homes do not. Make a comprehensive list of things you do to sell a home. This includes everything from preparing a home to go on the market, pre-marketing of the home before you list it, and the things you do after it’s listed to ensure it sells. When you make this list pay special attention to include everything you feel is MOST IMPORTANT to successfully selling your homes. Then go back and mark those items most typical agents don’t do -- these are usually things the top agents consistently do, but average agents don’t. Then, narrow that list down to the most important 4 to 6 items. This reduced list now becomes the topic for 4 to 6 realtor postcards mailed to your expired listings leads. These are the items that if you can “drill” them into your expired listings leads brains so they always remember them, they would call you.
Expired Listings Leads “S” #3: Show Off Your Service
The final type of realtor postcards to convert expired listings leads to do list with you is showing off the service you provide. “Service” is what you do for your sellers and how you interact with them. When you create these realtor postcards you want to focus on the service that expired listings leads will be most interested in. If you recall my last blog I talked about putting together an Expired Pack. An Expired Pack is an overview of things you do that makes you different from the other agents. It answers the question in your expired listings leads’ minds when they ask, “so what makes you any different from the agent who screwed up my sale previously?” When you create realtor postcards to show off your Service, you’re essentially taking your Expired Pack and converting it to individual postcards. Share one Service on each postcard and explain the benefit to the expired listings leads on why that service is important. For example, many expired listings leads are cautious with agents you lock them into long term listing contracts where they can’t get out if the agent isn’t working hard enough to sell their home. So one of your Services may be an easy exit listing agreement. If that’s the case, you may write a postcard that says, “What's your biggest fear when you list your home with a real estate agent? It's simple. You worry about being locked into a lengthy listing agreement with a less than competent real estate agent, costing your home valuable time and exposure on the market. Well, worry no more. I take the risk and the fear out of listing your home with a real estate agent. How? When you list your home with me you can cancel your listing at any time. No hassles. It's easy. You can relax, knowing you won't be locked into a lengthy contract. And you can enjoy the caliber of service working with an agent confident enough to make this offer.”
Executing On Your Expired Listings Leads Marketing Campaign
So now comes the final part. Tying in what I shared on my last blog, once you’ve created your expired listings leads list, have created your Expired Pack, picked out a simple gift to deliver with it, and created a series of realtor postcards to send them ... now you’re ready to start getting listings! Here’s the simple step-by-step way to execute your expired listings leads marketing campaign:
- For all new expired listings leads, drop off your Expired Pack with a small gift. Include a cover letter that introduces yourself that covers a few key points from the Expired Pack. The letter, Expired Pack and the gift creates an instant “warm” relationship with the homeowner, immediately setting you above the other realtors.
- Immediately put the expired listings leads on your realtor postcards campaign you created, then mail those postcards every 3 weeks. Your realtor postcards don’t have to go out in a special sequence. The key is to send them frequently without fail. Just get on a routine of sending one of your realtor postcards every 3 weeks to everyone on your expired listings leads list. As you add new leads to the list don’t worry about sending them the “first” postcard in the series. Simply lump them into the main group of your other expired listings leads and mail them the next of your realtor postcards with everyone else. This keeps it simple.
- About two days after dropping off your Expired Pack and gift, give the expired listings leads a quick phone call if you have their number. If you don’t have a number then send a personal hand written note. This step is important. It’s about being personal and building that personal relationship.
That’s it! Do these three things and you’ll start converting your expired listings leads to “come list me now” phone calls
How much money can you earn with Expired Listings Leads?
Can you earn much money working expired listings leads? Absolutely! As I shared earlier, one of my clients earns over $150,000 a year simply fromhis expired listings leads. And it takes him very little time. He puts them on a mailing campaign and he waits for them to call him just like what I’ve shared here!
Comments(0)