These Sellers have already decided to sell and they have already decided
to use an agent. It can’t get any better than that.
Now all you have to do is get them to contact you. There are many different
programs out there on how to work expired listings.
My guess is that ALL of these programs will work if you follow their plan. However,
there’s is a lazy way if you want to eliminate some work and are willing to
spend a little money on postage and mailing materials
Mail one letter. Every day. To every expired listing. With no exceptions. This
method will usually get a couple a listings a month. However, you have to
commit to it and be consistent.
Remember, the one day you miss is the day you would may have hit a
hot listing. Just like any marketing plan, you have to stick to it. Don’t over
think it. Just do it.
Do not personalize the letter …..but do hand write the envelope
with the owner’s name. Whether they are owner occupants or absentee owners they
get the same letter. Look them up in the tax records to make sure they are
going to the right place. If you have some down time, pre-stuff 100 or so
envelopes so all you have to do is write an address and stick them in the mail.
This Letter Works… but obviously modify to fit your own personality. Keep it
short sweet and simple. It should be one page but the largest print that will
fit.
***Consistency is key!
Have you mailed to expired listing before and it didn’t
work? If so, then maybe it's because they read like every other letter
out there. You know what I mean. "We Market your house on 500
websites", "Our CMA is the best" and blah blah blah. There is no
value proposition at all. The letter did not address the expired listing
Seller's biggest concerns:
1. Lack of communication
2. Locked into a long listing agreement
3. Can't cancel without paying a fee
4. Never heard from my agent
If you want to have success working expired listings then you have to remember that the
only reason you are contacting them is to get them to contact you. That's it.
You want them to call or email you.
ALL expired listing Sellers have the same concerns listed above. I have NEVER, not
once, had a Sellers rarely say their house didn't sell due to pricing or
marketing. They ALWAYS mention the agent's lack of communication. Of course we all know that the agent didn't
contact them because they took an overpriced listing and didn't have any
showings to call the sellers about.
The agent took the overpriced listing because they don't know how to
sell Sellers on pricing. It's not the Seller's fault. It's not because the
Seller made a bad decision
Sellers want to know what you are going to do different for them. ALL agents
pitch marketing and CMAs.
DON’T!!
Pitch 4 main things:
1. “I will answer my phone when you call
from 8am to 7 pm 6 days a week OR I will return your call within 1 hour
guaranteed. Try it!!” And they do. They will leave me a message telling me I
have 60 minutes to return their call.
2. 45 day listing agreement
3. Fire me anytime
4. Minimum once a week updates
And it just happens that these four value propositions line up
perfectly with the Seller's four main complaints.
Build your letters around their common complaints and your letters will work.
Save the marketing strategies and CMA until you are face to face. Make
the phone ring. Pitch your wares later. It’s simple.
SAMPLE EXPIRED LETTER
IF YOU ARE READING THIS LETTER THEN YOUR REALTOR HAS NOT SOLD
YOUR HOME.
My name is Rick Tankersley and I am with Century 21 Northside. I have
noticed that your house was recently taken off the market so I am writing to
see if you still have an interest in selling.
I welcome the opportunity to meet with you to go over your Real
Estate needs and update you on current market conditions in San Antonio.
Together we can devise a plan that will get your home sold.
In this more competitive market you need a Realtor experienced
in your area who will get your home sold for full market value in a reasonable
amount of time. I will offer you my 20 years of experience selling homes in San
Antonio and an unconditional 45 day listing agreement that you can cancel at
any time with no fees to you. I get paid when you get paid…at closing.
I promise to talk to you personally during the listing period at
least twice a week with updates. I promise to answer my phone when you call or
return your call within 30 minutes Mon-Sun 8am-8pm. Try it! 210-788-9690.
If you are serious about selling your home then give me a call
today and start packing! I look forward to hearing from you.
Sincerely,
