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Monday, May 13, 2024

expireds

    On a popular website devoted to helping small businesses, an agent and “Real Estate Sales and Marketing Analyst” offers up an article that includes several examples of expired listing letters “that work.”

    Letter number two is my least favorite. It begins, “Dear Homeowner.”

    If I received that letter, I would think that if the agent couldn’t even take the time to personalize his marketing letter, how much better will he do when marketing my home?

    But the best one of the bunch is when the agent explains that he offers “clients a different, unique approach to getting their home sold despite the market conditions.”

    And, what does he offer clients that’s so “unique” and so “different?” Here it is, in a nutshell:

    • “The effective use of the internet to maximize exposure for your home”
    • a CMA
    • an MLS listing
    • a virtual tour
    • and a bunch of other stuff that every single listing agent on the planet offers.

    Then, there’s the advice on a Trulia thread from an agent who suggests agents should always visit the expired listing homeowner in person. 

    The Just Sold Follow-Up Campaign is shown above. To see more, Click HERE.

    He describes the conversation you should have right up to what he calls his “big closing question,” the “money maker.”

    He tells the homeowner that he never had a chance to visit the home while it was listed. “ … would it be okay if I had a quick peek at it right now?”

    As a homeowner, my question when he asked to look at my home would be: If you’re the neighborhood expert and a mega-agent, why didn’t you look at the home during the 90 days it was listed? 

    Should you visit the homeowner? Sure, if you want to truly cement the idea that real estate agents are a bit aggressive. 

    Thankfully, you’re different

    The one indisputable fact about expired listings, you will have a ton of competition when pursuing them. But, your competition will often approach the homeowner using ineffective advice offered by real estate gurus.

    This should make it much easier to create a positive impression for the agent who can manage to come off as human, as empathic, and professional.

    Those three qualities alone will set you apart from the agents you’ll be in competition against. So, personalize all communications with the homeowner, don’t be salesy, and come up with your unique value proposition – that “stuff” you offer or do that makes you better than most.

    PLUS: When you have time…below are some marketing tools to help support your success.

    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

    Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


    2. The Free 6-Month Done-For-You Strategic Marketing Plan

    The Real Estate Marketing Planner is a powerful 6-Month-Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The BusinessBase, SOI building system

    The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

    4. The Free Interactive Real Estate Business Plan

    The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals.  – Click Here

    5. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

    6. The Take a Listing Today Podcast

    Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

      There’s No Better Way Than Launching a Scheduled Campaign
      Choose From the Following Six Powerful Campaigns:

      Sphere of Influence Campaign – Stay top of mind with your SOI by sending 150 Jumbo-sized postcards, standard-class for only $121.00 a month.
      Farm Campaign – Keep new listings coming by sending 150 Jumbo-sized postcards standard-class to your Farm area for only $121.00 a month.
      Expired Campaign – Own the expired marketing by sending a postcard every day for 27 business days for $18.09.
      Absentee Owner Campaign – Get absentee owners calling you by sending 100 Jumbo-sized postcards, standard-class for $81.00 a month.
      FSBO Campaign – Convert the FSBO market by sending a postcard every day for 27 business days for $18.09.
      Renters Campaign – Turn renters into buyers by sending 100 Jumbo-sized postcards, standard-class for $81.00 a month.

      And, remember, when you schedule a campaign, you don’t pay until the mailing goes out (change or cancel any time til midnight the night prior to mailing).

      Make life easier in 2021 while taking your real estate business to the next level with Scheduled Campaigns!
      GO NOW
      STARTING TODAY, Launch a Scheduled Campaign and Get “Unlock Success” For FREE ($159.00 Value)
      Just schedule any campaign shown, here, starting today (December 29th, 2020) and we will automatically send you Unlock Success in the mail (please allow 5 to 10 business days for delivery). Offer available while supplies last.

      Unlock Success contains 101 of Floyd Wickman’s greatest dialogues in audio format (on USB flash drive).

      Topics include negotiating commission, building trust, overcoming objections, mastering prospecting skills, and more.

      Launch your Scheduled Campaign today and get Floyd Wickman’s Unlock Success for Free, click the “GO NOW” button to get started.
      GO NOW

      PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

      1. The Free 12 Month Done-For-You Strategic Marketing Plan

      The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

      2.Become a Neighborhood Brand

      Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

      3. The Free Real Estate Mailing List Guide

      This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

      The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

      4. The Free One-Page Real Estate Business Plan

      This image has an empty alt attribute; its file name is Business-Plan-3D-Book-New1-270x300.png

      Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

      5. Become a Listing Legend Free eBook 

      This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

      Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

      6. The Free Online ROI Calculator

      This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

      Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

      7. The Free Real Estate Marketing Guide “CRUSH IT” 

      This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

      The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

      Engage the right audience

      Ok, I’ll say it: some real estate clients are better than others. The qualities that go into the making of the ideal client are subjective, but the fact remains that your favorite clients, financially and otherwise, are head and shoulders above the rest.

      So, how can you attract more like them and fewer of the others?

      It starts with your branding. Since it’s the chief attractor of leads, improving your branding will help you attract more of the leads you are seeking.

      You are your branding

      Scary, right? Unless you are the agent that has spent a great deal of time working on your brand, what you are putting out there may appear unfocused and too general.

      Let’s break it down and see where you might need a new strategy.

      First, who is your target client? And, no, “anyone with a pulse” isn’t the correct answer. In fact, pursuing all real estate consumers is one of the most common mistakes real estate agents make. When you try to be the “every agent” to everyone, you lack focus and your brand gets watered down.

      Instead of standing out, you blend in.

      Take some time to think back on your past clients, picking out those you truly enjoyed working with and who were most profitable. See what each of them have in common and then write out their client profile, combining the commonalities among those on your list.

      Focus in

      Are you suffering a brand identity crisis? It happens frequently when agents don’t take the time to focus on a target client pool.

      For instance, suppose the primary real estate consumers in your area are Gen Xers with a family and a home to sell before they buy another. However, your blog posts and social media shares are about condos and your happy hour cocktail client events don’t speak to the primary client pool at all.

      Once you have narrowed down your ideal client, it’s time to customize your brand (and content is a main component) to appeal to and speak to that client.

      When you strategically focus your brand’s “voice,” you’re more likely to attract the clients you prefer.

      Keep it simple

      Hopefully, your brand communicates to potential clients in a way that engages them. Unless you’re a strictly luxury home agent, this means keeping your web content and blog posts simple – writing in plain English and at a 9th-grade level.

      Sounds weird until you understand that the average American adult reads at a 9th-grade level, although studies show that we prefer to read at a 7th-grade level, according to the National Assessment of Adult Literacy.

      Other studies show that nearly 80 percent of us don’t really read the words but scan the content. Therefore, the average reader isn’t looking for flowery prose, real estate jargon they can’t decipher, clichés or self-promotion.

      And, whatever you do, avoid trying to sound like every other agent in town.

      “Would you go to a dinner party and repeat what the person to the right of you is saying? Would that be interesting to anybody? Why are so many businesses saying the same things at the biggest party on the planet — the marketplace?” Jason Fried, co-founder of Basecamp asks in an article at Inc.com.

      Keep your content simple in vocabulary, friendly and engaging while you supply your ideal client with the real estate information he or she craves. How’s the current market? What step should I take next?

      Your brand’s voice, evident in your content is important, but it’s speaking to an empty room if you don’t promote it. Use social media channels and direct mail marketing to push out your branded content and bring more eyes back to your website and more calls to your phone.

      Brand voice is just one part of a brand, but, for real estate agents, it may just be the most important aspect.

      Are you currently focused on attracting sellers? What do sellers want more than anything? Buyers!
      Send the I Have a Buyer postcard from the Listing Inventory Series to 100 prospects in an area where you want more listings.

      Need help targeting buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

      PLUS: When you have time…here are 3 free ways we can help you CRUSH IT in 2018!

      1. The Free 2018 Real Estate Business Plan.

      Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan – Click Here

      2. The Free Online ROI Calculator. 

      Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

      3. The 12 Month Done-For-You Strategic Marketing Plan.

      The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

      Also…check out these cool tools 🙂

      Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

      MLSmailings.com – Automated Just Listed, Just Sold Postcards

      Market Dominator System – Become a neighborhood brand

      Want to Refer a friend or colleague? Refer them Here. THEY get a Free $25 Gift Card and YOU become a hero!

      Get on the Map with Kyree Gilliam, GRI

      By Julie Escobar

      One thing we know for certain is that agents LOVE to learn from other agents. What works, what doesn’t – and what strategies help real estate professionals stay in this business for the long haul, and thrive while they are at it. We caught up with one of our amazing customers recently who shared what he’s doing to make a difference in his business.

      Here’s an excerpt from our interview:

      Q:  Thanks for sharing your ideas with us! Can you first tell our readers a little about yourself?

      A: My name is Kyree Gilliam, I’m a REALTOR with Coldwell Banker Gene Armstrong Inc. in Inglewood, CA. I’ve been a licensed REALTOR since 2006. I’m also a single parent.

      Q:  You entered the Master Marketing Schedule contest – can you share your favorite strategy and what you think this tool can do for agents?

      A: My favorite strategy to use is the ProspectsPLUS! Expired postcards. I like to use the drip method to get in front of new potential clients. This tool is great because it helps with getting you exposure in your market area and it’s easy to set up and use.

      Q:  What’s your go-to form of marketing in this competitive business?

      A: My go-to form of marketing in this business is to use social media, monthly postcards from ProspectPLUS! to my farm area and SOI. The expired leads are another form of go-to marketing in this competitive business because the client is ready to sell.

      Q: Many agents neglect building a book of business and follow up. What advice would you have to share with them about why those two things are so important?  

      A: By having an online CRM in place with different drip campaigns set up for each individual client to meet their needs of the task they’re trying to accomplish. It helps to have these things in place because in this business you’re going to need something to help keep you on track and on point at all times with your clients.

      Q: What makes you unique in your market?    

      A: I think what makes me unique in my market is my marketing with ProspectPLUS! and being a tech-savvy agent and the use of social media.

      Q:  We like to give agents reasons to have some fun with their marketing? Do you have any fun ideas that help you stay on track and motivated to stay out in front with your sphere and farm?  

      A: My fun marketing ideas include, personalized hand sanitizers, calendars, and pens with company logo and all of my contact information on all items. Also by keeping track of the seasons you can send or pass out things to your farm area. What a great way to get that face-to-face with a potential client in your farm area.

      Q:  If you had one piece of advice for a brand-new agent in today’s market, what would it be?

      A:  My one good piece of advice to a new agent is that YOU CANNOT BE A SECRET AGENT.  Get affiliated with a good office that has support, technology and a good training program in place and tools for the agents to use.

      Q:  If agents have a referral for you, how can they reach you?

      A:  If any agents have a referral for me I’m easy to get in contact with via: Facebook- Homesbykyree, Twitter- realtorgilliamk, Instagram- realtorgilliamk, www.kyreegilliam.com.

      Thanks Kyree! You’re awesome. Follow Kyree online to learn more about his business.  If you’d like more information on how to stay on track with YOUR marketing, contact our team today at 866.405.3638!

      Be like Kyree! Jump into the contest!  

      CLICK HERE TO LEARN HOW YOU CAN WIN $10,000.

       

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