Wednesday, May 24, 2017

By Julie Escobarexpired

Ask some of the top agents in our industry where the low hanging fruit is and many will tell you quickly and emphatically:  Expireds. Why?  In most cases, they’re still motivated, have a sense of urgency and need answers.  What a great combination for the right agent to take a listing, make a sale and better still – create a customer for life.

A few years back we sat in on a talk by real estate coach Walter Sanford who shared his powerful strategy for kick starting the New Year right by scooping up all the expired listings before most of the agents in your market have even shaken off the New Year’s eve confetti or champagne hangovers!

Here’s Walter’s strategy:

During the first three-five days of January, put together a team to contact EVERY expired in your extended area.  Approach them with patience, warmth and most importantly – a real plan to get their home SOLD.  His strategy works because it’s timely, most of the competition won’t have time to implement and still others are still working on their goal setting, business plan creating, or resolution making to hit the ground running January 1st.

Are you willing to give it a try?  Remember good people skills, warmth and the ability to bring real solutions to the table will make you the front-runner for those homeowners who are still eager to get their property sold.   That Walter – he know his stuff!

Now, there’s no doubt you’ll run into all kinds of folks.  Some will jump on the opportunity to get their home sold, others will want to wait and still others will take some salesmanship to prove that you’re the agent for the job.  How you react to all three will determine your success or failure in not just getting the listing-but getting it sold.

For those eager to get started – don’t “blue-sky” them.  Tell them the honest truth.  Get the listing priced right and make sure they know you’re ready, willing and able to meet their needs but that they play a role in the successful sale of their home as well.  Our Merchandising Review™ and the Price Pyramid are great tools for helping you do this.

For those who want to wait, you may want to share some of our valuable free reports with them, and invite them to listen in on a weekly conference call that you could host specifically for sellers who’s listings have expired, or put them on a drip postcard campaign designed to keep you top of mind and prove that you’ve got the “chops” to stay in the game and give them the service they need.

So, you’ve only got a few days left – consider this great idea for landing the expired listings in your market in the next week!  And if you like the plan – make it a monthly habit (or even weekly as some of our top clients do) of contacting these potential customers.  Expireds are a terrific niche for those with a little savvy, patience and ability to prove themselves the professional every time.

Wishing you luck and prosperity in the new year!  Call us if we can do anything for you at 866.405.3638 today! 

It Pays to Be Preparedexpireds

By Julie Escobar

Expireds have long had a relatively rotten reputation.  Dubbed ‘difficult’, ‘tough nuts’, or ‘stubborn’ by many agents – but for others – they are considered great ‘low hanging fruit’ and for expired aficionados —  they are the #1 source for increased productivity, respectable listing inventory and even long-term referral clients.  In fact, as many agents will tell you – directly after the holiday season will be the BEST time to swoop in and dominate the expireds in your market.

Here’s what you need to know first:

I believe most experts (and expired specialists) would tell you that success lies in three things:  ATTITUDE, APPROACH and SALESMANSHIP. 

ATTITUDE first, because often expireds are a little discouraged, beat up and even a little put off because they’ve been disappointed in the past.  But a strong agent with a great disposition and a handle on how to get the job done can almost always turn that around.

APPROACH without being pushy, overbearing or blameful.  We’ve always found direct response postcards a great way to capture the attention of a prospect by using questions and statements that are ALREADY in the mind of your target consumer and that lead them to look to YOU for the solutions.  And it’s an APPROACH that has worked tremendously for thousands of agents because it 1) warms the call, 2) presents you as the expired specialist and 3) offers an item of value that is intriguing and helpful to your potential customer.  (Now there’s a win-win-win!)

SALESMANSHIP is often a combo platter of things-right?  It includes the right attitude and approach of course, but also combines savvy dialogue skills, the ability to empathize with your customers and steer them in the right direction.  I’ve always found that it is also the ability to use VISUALS to help tie down your points, make your message crystal clear and lend authority to what you’re saying.  And when you are dealing with more than one seller—more often than not, one is a VISUAL person and one is more focused on the words and the details – so if you have BOTH going for you, you stand a better chance of closing for the signature!

A success strategy that many agents are using today is fairly simple and extremely effective:  

  1. Every morning (or at least once a week) pull the list of expireds from your MLS.  Put these names, addresses and contact information into your prospect database. (HINT:  Pay special attention to the first week of the new year – that’s a goldmine of expireds, so don’t wait to be prepared!)
  2. Set up a series of 3, 6 or 9 direct response offer postcards to go out to those expireds over the course of the next two weeks.  (Sending the postcards 2-3 days apart.)
  3. Follow up with a phone call, introduce yourself as an expert in expired listings and offer an item of value in return for a chance to come out and see the property and make some recommendations for getting the job done.  (If at first you don’t succeed – keep trying!)  Close for the appointment.
  4. Bring their collateral pieces with them to the listing appointment, and begin to build that relationship with them with the right ATTITUDE, APPROACH and SALESMANSHIP.

Sometimes (all right – a LOT of the times) pricing is a factor for expireds- so be sure you have some great objection handlers in your arsenal to ensure that you are pricing that listing RIGHT so you can help your clients reach a better conclusion than their LAST listing experience.

We went ahead and did all the leg work for you – We’ve put together three different expired listing packages for agents to make your job of getting in the door and walking away with the listing a whole lot easier.  Choose from our Silver, Gold or Platinum Packages which include direct response postcards, powerful brochures and the free reports that are just what the sellers are looking for!

Both the Silver and Platinum Kit have our Merchandising Review included.  Here is a little pricing dialogue you can use with that piece to get Expireds to come to the table with the right price. 

As soon as a property comes up on the MLS expired list, you should contact them by telephone and attempt to use the Merchandising Review as a reason for them to set an appointment to talk with you.  Here’s the dialogue we suggest for a phone call:

Hello, Mr./Mrs./Ms/Miss ____________, my name is _______, and I’m with ______.  The reason I’m calling is to see whether or not you still want to sell your home.  Do you?

O.K., well, I know you must be disappointed that it didn’t sell the first time, and I think I have something that will ensure that situation won’t ever happen to you again.  It’s called a Merchandising Review form…have you heard of it before?

Basically this is a special tool I use to make a comprehensive analysis of why your home didn’t sell, and what needs to be done differently to guarantee that it will sell if you do decide to put it back on the market.

What I’d like to do is set a time when we could sit down together and go over the Merchandising Review.  It takes about 20-25 minutes, and there’s absolutely no cost for this service.

Would Wednesday at 6:15 be good, or Thursday around 8:30 be better for you?

Now walk them through each item and negotiate the issues that were keeping the property from selling.  Correct these issues, and then show them your marketing plan.

Here’s just some of the pieces that are included:

expired listing package

 

 

 

 

 

 

Get yours today here or learn more by calling us at 866.405.3638.

Mastering the Merchandising Review

By Julie Escobar

In recent weeks, we’ve showcased the power of visuals when giving presentations and effectively Merchandising Reviewcommunicating with your client or customers.  They lend an extra layer of authority to the conversation, appeal to the both the “listener” in the room and the “visual” person in the room (and if there’s a husband and wife or more than one person who is a decision maker – there’s usually one of each!), and it help you and your ‘audience’ to stay ON TRACK.

Working with Expireds is almost always a great listing-generating activity. Granted, some are disillusioned, some worried and some flat out angry that they didn’t get the results they wanted the first time around.  But most of the time – they’re still motivated to sell.  One of the first things you have to do is to help them figure out the “WHY” for their dilemma.  Was it price?  (Many times!)  Was it condition?  (You can sell anything for the right PRICE.)  Was it the terms?

Whatever it was – the key to keeping that from happening again is to make sure your sellers are just as vested as you are in creating a successful end result – the sale of their home, preferably sooner rather than later.

Enter the Merchandising Review.  This handy dandy little form is great for walking sellers through the potential pitfalls that can happen  if you don’t follow a success track when listing a property.  It helps put some of the “monkey” if you will on their backs – not just that of the sales agent.  And truly – it should be – right?

The Merchandising Review is a great way to sit across from the seller and say, “Listen, selling a home in today’s market is challenging at times, there’s no doubt.  But I like a good challenge and when you have the right tools, the right price, the right plan and the right agent – we can get you to your goal of getting this home sold.  Let’s do this – let’s walk through what I call a Merchandising Review and take a look at some of the top reasons that a home will sell (or won’t) in our market – OK?  That way we can make whatever adjustments we need to get you and your family to the next chapter of your life.  Sound good?  Here, I brought two copies – let’s go through it…”

It’s easy to use and easy (and free) to get!  Click here to go to our Resource Page – scroll about half way down the page until you see “Merchandising Review” – then just click download!  Easy, breezy!  Then if you really start wanting to drive up your production and attract Expireds in your market – use our ‘7-Series for Expireds’ – the messages are perfect for entering the conversation that’s already going on in the minds of these disappointed sellers. (While you are there, download the 6 Pitfalls of Overpricing free report – it’s a must-have for today’s listing presentation!

At least twice a week, pull the Expireds in your market and send them a series of 3-5 postcards, mailing one every 5-7 days. Use the alternative back on the postcard to write a little more – and share that you have a very special tool that can help them first, determine what went wrong in the sale of their home and two, ensure that it doesn’t happen again and invite them to call your for a copy of their own.

It’s a great way in the door for these potential sellers.  Go for it!

Need help choosing the cards that are right for you?  Simply call our marketing specialists at 866-405-3638 today.  They’re smart, knowledgeable, friendly and just the folks you need on your side to ensure that your marketing is TIMELY and DONE!  Be sure to check out our SPECIALS page to grab this month’s promo code and save 10% off your order.   Good luck and go get those Expireds! Google

Using Done for You Direct Response Marketing Kits

by Julie Escobar

We’ve been talking a lot about tapping into Expireds in your market this week so I had our go-to video creator Jim Studebaker put together and easy-breezy, brief video on how to use our all-new, done-for-you marketing kits for FSBOs and Expireds.  It takes the guesswork out of getting noticed — and getting in the door with these two market segments!  Good luck and let me know what you think!

[youtube http://www.youtube.com/watch?v=dAJuqDGKPwo]

Got questions?  Call our office at 866.405.3638 and our team will be glad to help you!

See all of our kits and new products today at www.postcardsplus.com!  

(And Why It Doesn’t Have to Be As Hard as Some Folks Make It)

By Julie Escobar

Expireds have long had a relatively rotten reputation.  Dubbed ‘difficult’, ‘tough expiredlistingnuts’, or ‘stubborn’ by many agents – but for others – they are considered great ‘low hanging fruit’ and for expired aficionados —  they are the #1 source for increased productivity, respectable listing inventory and even long-term referral clients.  So what’s the difference?

I believe most experts (and expired specialists) would tell you that success lies in three things:  ATTITUDE, APPROACH and SALESMANSHIP. 

ATTITUDE first, because often expireds are a little discouraged, beat up and even a little put off because they’ve been disappointed in the past.  But a strong agent with a great disposition and a handle on how to get the job done can almost always turn that around.

APPROACH without being pushy, overbearing or blameful.  We’ve always found direct response postcards a great way to capture the attention of a prospect by using questions and statements that are ALREADY in the mind of your target consumer and that lead them to look to YOU for the solutions.  And it’s an APPROACH that has worked tremendously for thousands of agents because it 1) warms the call, 2) presents you as the expired specialist and 3) offers an item of value that is intriguing and helpful to your potential customer.  (Now there’s a win-win-win!)

SALESMANSHIP is often a combo platter of things-right?  It includes the right attitude and approach of course, but also combines savvy dialogue skills, the ability to empathize with your customers and steer them in the right direction.  I’ve always found that it is also the ability to use VISUALS to help tie down your points, make your message crystal clear and lend authority to what you’re saying.  And when you are dealing with more than one seller—more often than not, one is a VISUAL person and one is more focused on the words and the details – so if you have BOTH going for you, you stand a better chance of closing for the signature!

A success strategy that many agents are using today is fairly simple and extremely effective:  

  1. Every morning (or at least once a week) they pull the list of expireds from their MLS.  They put these names, addresses and contact information into their prospect database.  (You probably know by now how we feel about BUIILDING YOUR DATABASES!)
  2. They set up a series of 3, 6 or 9 direct response offer postcards to go out to those expireds over the course of the next two weeks.  (Sending the postcards 2-3 days apart.)
  3. They follow up with a phone call, introducing themselves as an expert in expired listings and offer the item of value in return for a chance to come out and see the property and make some recommendations for getting the job done.  (If at first you don’t succeed – keep trying!)  Close for the appointment.
  4. They bring their collateral pieces with them to the listing appointment, and begin to build that relationship with them with the right ATTITUDE, APPROACH and SALESMANSHIP.

Sometimes (all right – a LOT of the times) pricing is a factor for expireds- so be sure you have some great objection handlers in your arsenal to ensure that you are pricing that listing RIGHT so you can help your clients reach a better conclusion than their LAST listing experience.  You’ll find some terrific pricing strategies here.

We went ahead and did all the leg work for you – We’ve put together three different expired listing packages for agents to make your job of getting in the door and walking away with the listing a whole lot easier.  Choose from our Silver, Gold or Platinum Packages which include direct response postcards, powerful brochures and the free reports that are just what the sellers are looking for!

Here’s just some of the pieces that are included:

Some of the Gold package

 

 

 

 

 

 

 

Click on the image above to see the these pieces and more in detail or here to get yours today or learn more by calling us at 866.405.3638 or visiting our all new site at www.postcardsplus.com