Uniqueness...The Key to Listing or
Re-Listing Expireds!
Dear Friend and REALTOR®,
One good thing about an expired listing is you know they want to sell. The biggest difficulty is they are getting hit with a ton of calls once their listing expires. They get calls, mailers and agents knocking on their door. With so many messages being flashed in front of them, how do they decide?
This is where the power of a crystal clear USP is so crucial. If you don’t have a clear, distinct, compelling reason for them to choose you…frankly, why should they?
So how do you do that? How do you separate yourself from the growing crowd of look-alikes? Again, you have the easiest, simplest, most compelling reason for them to want to do business with you in your hands right now! This marketing system!
What is it about these strategies and a response hotline that would appeal to an Expired? Let’s look at the top three complaints of sellers: "agent didn’t show property enough", "agent didn’t advertise enough" and "agent didn’t communicate enough". This system solves all three problems!
If you can solve your prospect’s problems, eliminate their complaints and serve them in a way that brings value, they'll want you! You don’t have to sell them. Once they understand the value of your offer…they'll want you!
Do You Call Them or Mail Them?
I would suggest you do both. First, I’ll talk about the direct mail step. Then, I will explain the thought process behind your next step, the expired phone call. Both steps ultimately lead your prospect to this system as your Unique Selling Proposition.
Your first step is to mail your expired prospect a brochure, in a plain white envelope, with a two-line address. Leave your company name and logo off the envelope. I know that many local boards have regulations about company name and so forth. But nowhere in the country are you required to put it on an envelope. Your advertisements maybe but not the envelope.
The A-Pile...Make It Look "Personal"
The strategy here is simply to get your envelope opened. One of my direct marketing mentors, Gary Halbert, explains it as the A pile, B pile theory. He suggests that we tend to sort our mail standing over the trash can. It’s a very useful mental picture. Your prospects quickly scan their mail to determine what is worth opening (A pile) and what is junk (B pile).According to Halbert, your first objective has to be getting your mail in the A pile. He further explains that the best way to get your mail in the A pile is to have it appear personal, because everyone will read a personal letter.There are six steps to achieving the "personal" look:
- Use a plain white envelope
- Leave out your company name and logo
- Put a simple two line return address
- Never use address labels
- Always use a live first class stamp
- Preferably make them handwritten (hire a school kid for 3 cents an envelope)
If you prepare mailings in this fashion, you maximize the probability of clearing your first direct mail hurdle. Getting your envelope opened by an Expired prospect is probably your biggest challenge. Once you’ve got it opened, at a minimum, you have a few seconds of undivided attention.
Your Offer Has To Be Inviting
Once you have their attention, you need to make your offer inviting. It needs to appeal to prospects and be easy for them to take the next step. Taking the next step is your entire objective at this stage of the game. All you want them to do is pick up the phone and dial for recorded information. By calling for information, they’ve opened the door to your follow-up call.
So what kind of offers will get an expired prospect to pick up the phone? Once again, we go back to the three top complaints. If you can solve a prospect’s problem they want to do business with you! Here’s an example:
4-Step Postcard Strategy for Expireds
These four post cards can be used as a four-step mailing program for expired listings. Mail them one postcard per day for four consecutive days, or until they call your recorded information line.
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If They Don’t Respond to Your Mailers...Call Them!
After you’ve sent them a mailer, if your expired prospect hasn’t called your response hotline, I would suggest calling them. Make it a very simple, non-threatening call. And when you get them, follow the sample scripts we provide you in your course materials.
Remember all you want to do at this stage is to get them to take the next step. You’re not trying to close for the appointment. If you can get them to take the next step, you will have a very high probability of being able to set the appointment when you follow- up.
Agents using this approach are setting themselves apart from the crowd. And with Expireds…that’s what it takes…distinction!
My very best to you in your business-building. Until next time...
Warmest wishes for your success,
Gary Elwood
Founder and Chairman
