If you're in real estate, you know that expireds are some of the hottest leads in the market.
They're already motivated to sell — they just need to be convinced that you're the right Realtor to help them do it.
The most important thing to remember when you're trying to list expireds is to differentiate yourself from the competition. This way, sellers notice and remember you. Here are three ways to guarantee you stand out.
1. Use direct mail.
There’s a story about a seller who interviewed three Realtors. The seller didn’t know which one to hire, so he hired the one the dog liked. In other words, none of these Realtors approached the seller in a way that made them stand out.
What do most agents do?
Most modern real estate agents are focused on digital or social media marketing.
Most agents do a lot of cold-calling. They call expireds and ask, “When do you plan on interviewing the right agent to sell your home?”
After the 3rd or 4th (or 20th) call, the seller has had enough of real estate agents using the same old sales tactics.
Direct mail stands out and forces people to consider what you have to offer.
But don’t just do “Average Joe” direct mail.
- Use Unique Stamps
- Use Doodles on your letters
- Send them something personal. Reference their unique house and their unique selling situation. People know when they're being sent a generic mailer, and they're more likely to toss it to the side.
The best way to stand out in someone's mailbox is with a personalized book full of helpful real estate advice. When you give someone a book, you're giving them something of value that they aren't likely to throw away.
When you send someone a book before calling them, you're allowing them to familiarize themselves with you and your name. They learn to trust you before they've even met you. That's the power our books provide.
For a free sample of our most popular book, click the link at the bottom of this post.
2. Don’t look like everyone else.
Don’t send out the same letters as everyone else. You’ll just end up blending in with other Realtors. Make sure your letter says something different. Don't tell Expireds that their home was overpriced or that it isn't in selling condition. Instead, approach them sensitively.
Most sellers place the blame for their homes not selling on their previous agents. Most sellers think the agent messed up or that the agent didn’t “stay on top of things.”
The seller’s perception is reality to them. In their mind, the story they tell themselves is 100% the unadulterated truth. It's your job to sympathize with their plight and appeal to their sensitivities.
Lay out your marketing strategies and show them how you'll sell their home for top dollar.
3. Speak their language.
The third way you can stand out from everyone else is to speak the seller's language. Most agents don’t do this. Instead, they speak their own language by talking about themselves.
Often when agents send out a letter, it’s about how great their career has been and the successes they've had. Sure, you can get a few listings this way. But there is a better way.
You have to show the seller what they stand to gain by listing with you. Here are some examples:
- You can provide a fast and stress-free sale.
- You can help them market their home to its fullest potential.
- You can give them advice on home improvements with the greatest return on investment.
- You can put them in contact with expert contractors to make any improvements to the home.
The most important thing to remember when prospecting expireds is to appeal to their sensitivities. Show them what you can do for them, and they're going to list with you.
Joe Nickelson is a real estate professional dedicated to helping home buyers and sellers achieve their dreams of owning property, and helping real estate agents stop using the sometimes-vicious tactics that weigh on their consciences. He believes that the Smart Agents books will, quite literally, change people’s lives for the better. Check out his full bio here!
