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.
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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.
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