Just Sold Postcard Wording

By
Services for Real Estate Pros with Listing Grabber
https://activerain.com/droplet/4SGR

Let’s set the stage.  You are a real estate agent.  Maybe you’ve been a buyer’s agent and you want to get more listings.  You want more seller leads so you can start to shift your business to more of a seller’s agent.  Or maybe you are even a top producer and you want a way to drive your business even further.  Your goals for this year are big.  How do you get there?

Just sold real estate postcards

Sending out just sold postcards is a great way to drive new business.  And making sure that you have just sold postcard wording that really works is critical if you want those postcards to produce for you. The suggestions I will share in this blog are born out of us sending millions of postcards out for our clients and interviewing our clients, many of which are top producing agents, over the years.  We’ve identified those things in just sold postcard wording that starts to drive in the traffic and cause you to get more phone calls and inquiries from homeowners.  So let’s talk about what some of these things are.

Confidence Is Key

The most important part of just sold wording is not simply to tell the homeowner that a home was sold, nor is it simply to tell the homeowner that you sold a home.  The most important part of your wording is to give the homeowner confidence that they should be calling you when they are ready to sell.  So the question is: How do you do that?  Let’s also discuss the structure of how you mail just sold postcards.  I’m going to touch on both topics.  Both are equally important.  In my experience with working with real estate agents, most are clueless in this and they send out just sold postcards without getting real value.

Just Sold Wording That Conveys Confidence to a Homeowner  

The most important part of wording is to talk about what you did that made your sale so spectacular.  The first thing with just sold postcard wording that works is that you want to identify what was unique about the sell.  Was it on the market for six months with another agent and they couldn’t sell it but you did?  That’s significant.  Did it sell in only 5 days?  Did you get multiple offers?  Did you sell it for full asking price or more than asking price?  What was unique about this home?  Find anything you can exclaim as something special.  The more times you send just sold postcards with wording that focuses on something special, the more likely you are to get those homeowners thinking that every sale you do is spectacular.  Whatever that “special” is, that should be in big, bold print.

For example, let’s say the home you are talking about sold in 5 days.  You want your postcard wording to proclaim: “SOLD in only 5 days!” so that all the homeowner does when they get the card is see, “SOLD in only 5 days!” and a picture of the home.  When they see it came from you, it has made a positive impression that you have sold the home fast.  Imagine for a moment that the same homeowner continues to get just sold postcards from you on an ongoing basis and every one of those claims something spectacular.  “Sold for full price!”  “Sold in 3 weeks when the previous agent couldn’t sell it after 6 months!”  “Sold with 5 offers!”  Whatever it is, proclaim what is spectacular and you will train your homeowners that all of your sales are spectacular and that you can make a spectacular sell with their home.

Tell a Story

stories for effective selling

The next thing in creating effective just sold postcard wording is to tell a story.  Stories communicate more about your ability to sell a home than anything else.  Share the story of what happened.  Were there challenges in the sale of this home?  Why?  Share them.  How did you overcome these challenges?  Try to relate to the homeowners where you are sending that postcard.  For example a story might say:

The Smiths at 123 Main St. were sick and tired of trying to sell their home.  They had been on the market for 183 days with another agent who could not sell it.  They realized they needed an expert with such aggressive marketing that the agent could sell any home.  They heard of my reputation so they called me.  With marketing that began before the home went on the market, we got 5 offers in 3 weeks and I sold the home for full asking price!  If you are looking to sell your home fast, choose an agent who is proven to do it.  Give me a call!

That is the type of just sold postcard wording that really works.  When you repeat that over and over again on every postcard, telling the story, highlighting what is dramatic and special about the sale, you’ll start getting more phone calls than you ever imagined from homeowners wanting to sell their home.

How Do You Send Out Just Sold Postcards?

So now let’s shift gears and briefly talk about how you send out just sold postcards so they work for you.  I’ve written another blog on this topic so you can search our blogs for that.  I’ll share the skinny version here.  Let me ask you a question.  Which do you think is more impactful: One homeowner getting one postcard from you or one homeowner getting 12 just sold postcards from you?  The one that gets 12 will be more likely to call you.  This is what most real estate agents do not understand.  It is more important to hit one homeowner multiple times than to hit a lot of homeowners only once.  Here is the simple rule to get results with just sold postcards.  Keep mailing them to the same people over and over again.  Most real estate agents mail 50 – 100 just sold postcards around the home they just sold.  If you are selling all over town that means the average homeowner gets one postcard from you every few years.  That’s not enough to make any one pick up the phone and call you.  Instead, pick an area where you want to sell in and every time you make a sale, send a just sold postcard to that area.

Now you are hitting them multiple times.  It doesn’t matter that the home is not in their community.  What matters is they believe you can sell any home in record time, for record amounts, and that other agents can’t sell because you are so aggressive.

I hope this helps!

Posted by

About the Author

Beatty Carmichael- A veteran direct response marketing expert.  View some of the techniques he's developed to help real estate agents get more listings.  Learn more at www.ListingGrabber.com.   

 

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Re-Blogged 3 times:

Re-Blogged By Re-Blogged At
  1. Coal Infantino 06/24/2016 06:10 AM
  2. Lesley Wilson-VanGoethem 06/21/2016 04:06 AM
  3. Ginger Harper 06/21/2016 10:43 PM
Topic:
Real Estate Sales and Marketing

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Rainmaker
2,397,721
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

Those are great words to us when sending out just sold postcards!

Jun 21, 2016 01:28 PM #13
Ambassador
4,302,956
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Beatty Carmichael congrats on feature.

It does make sense to stay away from conventional 'Just Sold' postcards. They do see it so many of them...

Liked your ideas of telling a story - and what you did to sell the home.

Jun 21, 2016 02:48 PM #14
Rainer
513,738
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Beatty,

Hmmm. Make a list to send to (SOI) & keep hitting them with everything. Good points.

Jun 21, 2016 02:51 PM #15
Rainmaker
492,597
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

This was alot of great information and I need to rethink how I've been handling my Just Sold Postcards! Congratulations on the FEATURE!   

Jun 21, 2016 03:17 PM #16
Rainmaker
864,422
Jennifer Mackay
Counts Real Estate Group, Inc. - Panama City, FL
Your Bay County Florida Realtor 850.774.6582

Consistency certainly helps Beatty Carmichael thanks for sharing

Jun 21, 2016 08:55 PM #17
Rainmaker
442,809
Dianne Goode
Raleigh Cary Realty - Raleigh, NC
Realtor/Broker

So few agents do direct mail these days that those who do will stand out.

Jun 21, 2016 09:25 PM #18
Rainmaker
786,066
Susan Laxson CRS
Palm Properties - La Quinta, CA
Local Knowledge & Global Network

Great post and yes, consistency takes time and farming is a long term commitment to reaping the harvest! Thanks for sharing this with us!

Jun 21, 2016 10:27 PM #19
Rainer
551,961
Sham Reddy CRS
H E R Realty, Dayton, OH - Dayton, OH
CRS

Great advice!!!

Now you are hitting them multiple times.  It doesn’t matter that the home is not in their community.  What matters is they believe you can sell any home in record time, for record amounts, and that other agents can’t sell because you are so aggressive

Jun 21, 2016 10:48 PM #20
Ambassador
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Harry F. D'Elia III
RentVest - Phoenix, AZ
Investor , Mentor, GRI, Radio, CIPS, REOs, ABR

Sellers want to hire a real estate agent who is confident and has proven experience.

Jun 21, 2016 10:48 PM #21
Rainmaker
2,513,548
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

I'm with Harry F. D'Elia ...the selling of good services requires a pro behind it all

Jun 21, 2016 11:30 PM #22
Rainmaker
3,881,931
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Beatty Carmichael ,

Congratulations on the well deserved featured post!! I have great success with my Just Sold cards and always get calls from prospective sellers as they see my Just Listed cards go out and fairly quickly followed by my Just Sold cards.

Jun 22, 2016 12:28 AM #23
Rainer
291,196
Ron Aguilar
Continental Mortgage - Saint George, UT
Mortgage & Real Estate Advisor since 1995

Post card and mailing in general should be a spoke to the wheel. But the hub is making a phone call, but we all know that right?

Jun 22, 2016 01:59 AM #24
Rainmaker
3,311,539
Nina Hollander
Coldwell Banker Residential Brokerage - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

To be perfectly honest, I haven't ever done much with just sold post cards, but I've been thinking about being more disciplined with them going forward and your advice is spot on.

Jun 22, 2016 02:43 AM #25
Anonymous
Raymond Hills

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Jun 22, 2016 03:55 AM #26
Rainmaker
1,054,309
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

It works better if the sold is in one's neighborhood that one recognizes. Since I am a realtor I look who listed the property. You are right it does not have to be in the same neighborhood so long as you claim it was sold quickly for big bucks.

 

Jun 22, 2016 06:26 AM #27
Ambassador
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Bob Crane
Woodland Management Service / Woodland Real Estate, Keller Williams Fox Cities - Stevens Point, WI
Forestland Experts! 715-204-9671

Excellent advice, we are getting ready to do a bit of marketing and I think that this will be very valuable.

Jun 22, 2016 03:42 PM #28
Rainmaker
399,952
Donna & Larry Johnson
Keller Williams Real Estate - West Chester, PA
Chester & Delaware County

This is excellent advice! Just make sure you keep a eye on the cost!

Jun 22, 2016 11:15 PM #29
Rainer
306,030
Melissa Jackson
Century 21 Alliance Properties - Azle, TX
Helping You Make The Right Move

Great information.  Let me ask you this.  If an agent wants to gain exposure in a neighborhood are you stating they could send out JUST SOLD even if the home was NOT their listing?  I agree that getting in front of prospects is key!

Jun 25, 2016 03:12 PM #30
Rainer
12,764
Beatty Carmichael
Listing Grabber - Birmingham, AL
Listing Leads

Hi Melissa

If you want to gain exposure in a neighborhood I'm not suggesting sending Just Sold cards of somebody ELSE's sale.  What I'm suggesting is taking ANY sale you made, even if it's not in that neighborhood, and send it to all the homeowners in the neighborhood where you want exposure.  The key is focusing your marketing efforts on the community you want to dominate. 

We do this with our Listing Grabber clients all the time.  We're constantly taking sales they made in another community and mailing our custom Sold cards to their target farms, working the wording so they POP and sound amazing.  The results can be outstanding.  In fact, one of our client, Roman P. in Florida, is targeting a large, luxury community.  I was asking him how our mailings were going for him.  Here's his comment: 

 "I get more realtors calling me with compliments on how great my advertising is and that if they were going to sell their house, they would choose me! One realtor said she was about to call me to take over her own listing on her house!"

I don’t know if YOU will get other realtors wanting to you sell their houses like Roman is getting, but imagine what's going on in the homeowners' minds if our cards are doing that to agents.  Wow!

Beatty Carmichael

Jun 29, 2016 04:15 AM #31
Rainmaker
1,503,593
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • Green • GRI • HAFA • PSC Calabasas CA

Well, one or even few cards will unlikely make a difference and not sure if they even read them before trashing. 

Oct 09, 2018 08:44 AM #33
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