The Best Strategies to Get More Real Estate Listings
We’re going to share with you different listing attraction strategies. This is to give you an opportunity to become more listing dominant.We all heard it before, whoever is dominant at listing a property,is the one in control. The Realtor has control of their time and more importantly, can use a wide variety of marketing tactics.
So,we’ve got two online and two offline tactics, two old-school and two new-school, to help you immediately start winning more listings.
The first strategy is if you’re living in the United States over the last five years,on average, there’s been a 50% appreciation and a 50% increase in home values over the last five years. What you should do is go back and identify all of your past clients and everyone in your sphere that owns a home.What we want to do next is divide the list. Let’s just say it’s 50 but you don’t want to contact 50 in one week because that would be overwhelming. That would take you a ton of time.
We’re actually thinking about two in a day, over the course of these weeks. We’re going to do two a day and here’s the plan. We’re going to build for them a beautiful CMA to let them know the new value of their home. That’s the first part. And pretend you’re going on a listing presentation, doll it up, make it fantastic and beautiful.
Show photos and graphs,show them what happened to home prices in their area over the last five years, two years, three years or whenever they bought the home. You’re educating your customers on the good decision they made to buy that property.
Now in addition, as we’re sending out two pieces every day, we want you to add a little sticky note right on top of the CMA, where it says “Hi John, you’ve done really well. We’re curious, have you had any thoughts of trading up or trading down? Let’s talk in the next week” It’s better than just putting it in the mail and saying here’s the information or here’s what’s going on.
That’s it!You’re going to do that beautiful CMA and add that little sticky note and then you’re going to follow up.
We’re also going to make some phone calls with this script.
“Hi John, I was thinking about you. I was thinking about your house. I was, you know, so excited about the increase in value you’ve had over the last three years since you guys purchased the property. Are you guys excited about it? And you saw my note, have you guys had any thoughts of selling? You know trading up, trading down”.
Just engage them in that conversation. Remember, when you ask the question,“Have you had any thoughts of selling?” You should pause,don’t jump into it and say more.
They will say yes or no but there are also times like they’re not sure if they want to share it. If you get an emphatic no, you can always say, “Well are you living in your dream home now?” Then they’ll say “No, we probably need to redo the backyard. We need to do this…” And they’re already sharing with you.
You’re engaging with a past client, someone in your sphere, on something that is meaningful to them, the value of their home, and the difference you’ve made for them.So that’s campaign number one. Now I promise you when you just start to send every person that you know who bought a house in the last five years an updated CMA and that personal note and you’re following up with a phone call.You will get reengagement and a percentage of them will be thinking of buying or selling.
You’re engaging with the right questions and we’re not expecting that every one of them wants to sell their property but what do we know? People get divorced, kids move away to college and they get pregnant. They get job transfers or get promotions.Things change all the time.
Let’s get ahead of the curve with strategy number two for Instagram.
Here’s the first one. You’re going to ask,“Are you living in your dream home now? Yes or no?” That’s a little polling device on Instagram and here’s what’s great. The vast majority of people are going to say no and a few will say yes. And then the next one says, “Have you had any thoughts of selling in 2019 or 2020?” Now again, yes or no.
Obviously, you’re going to get a whole bunch of no’s on the first one but you’re going to get a few yeses on the next one and what are those? Those are listing leads for free on your Instagram. Now this one’s so good that you don’t want to do it every month, you probably want to do it maybe twice a year. Especially as you’re growing your Instagram base. But here’s the kicker, once you get those yeses and no’s, then you want to send them all private DM on Instagram saying thanks for acknowledging them.
And if they said no, you can ask if they do want to meet and have a coffee and stay in touch. Unless you’re not on Instagram but it’s 2019 and this one is a little more advanced.I went old school, past clients and sphere which was easy. The new school is about Social Media, Instagram stories, polling and you have to find the poll.
This next one is such a moneymaker. Now,what do we need to do to identify non-owner, occupied and investors?In the U.S., the first thing is to contact your local title representative. Ask them for every single person in the community that owns 5 or more properties. Now you may be comfortable dealing with investors that own only 2 to 5 properties.
Look for the ones that own 7 to 10 properties because they’re really in the business. They own these houses and they’re accustomed to rentals. They know the game and if you’re comfortable in that conversation, and you do what we’re going to ask you to do, you’re going to win.
And all you need from this strategy is one or two investors, and it’s going to be a bunch of transactions for you over the course of your career.
First, go to your title representative and ask if they can show you every person that owns under LLCs, S corp, C corp, all the different ways that they’re kind of identifying or hiding or protecting themselves.
How many properties do they own? You’re going to identify all of them. You’re going to get a list of no more than 50. Let’s say you’ve identified Mr. John who owns 7 properties. You will then create a CMA on all 7 of the properties and bind them into a book. If you really want to win and bring value, what you have to do is identify in each one of those pages,when those properties were bought and their value at that time and compare it to its value base on the present time.
You can handwrite and put a note with, “You bought this property in 1991 for $$$, today in 2019, it’s worth $$$, congratulations!”So, you have to create CMAs on each one, bound them all in a book, and then send them those letters.
“John, I noticed you owned several properties here in our area, congratulations!I work with several families and investors, helping them with property acquisitions and trades. I’m sure you receive hundreds of these a month. To show you I’m serious about creating value for my clients, I’ve included a CMA on each of your property’s current values. Take a peek. Here’s the hook, if there’s a property that’s under-delivering, If there’s a property you’ve already depreciated, and there’s no more tax advantage and If there’s a property where it’s already gone up as high as it’s probably going to go based upon your understanding of the knowledge or if you’ve got under performing assets,perhaps we can discuss alternatives, we should talk.”
Why do you think you have to say, “I’m sure you receive hundreds of these a month?”Because they don’t, but they’re going to be saying to themselves, “Why not? I should be receiving these things.I’m a real estate investor. I own these properties. How come my agent isn’t even sending me this very important stuff? Hundreds of these a month”
You can also say,“Take a peek. If there’s a property that’s currently under-delivering, perhaps we can discuss alternatives. I’ll follow up with a call in the next few days. I look forward to connecting soon–Your Name, Your Business Name”
Now, do we want to send this in my brokerage envelope? You probably want to send it in a Federal Express envelope, so it’s nondescript. It doesn’t look real estate oriented. It has the book of all the properties inside there. You know you got beautiful photos and that could be your cover of the book.
What are you going to do afterward is you’re going to call. If you can get access to an email, you’re certainly going to send them an email. Be mindful like you’re doing your research to find out who these people are and what information you can get, but at the minimum, you have to make the phone calls and then call even more times.
You do this until they finally connect, they might say,” Yeah,I have been looking at your package and we’re thinking about our property over on, and we actually are thinking about selling. Thanks so much, let’s meet.”That’s what’s going to happen. Do your research, identify what list you’re most comfortable, the type of investor you’re most comfortable going after, and attack.
Remember, 50 or 100 of these. You get 1 or 2 clients from it, and those one or two clients can be trading properties with you for the course of your career and that’s what this is about.The last one. What do we know today? Facebook, Google, YouTube, on any given day. Those three are the most trafficked sites on the planet.
Do you know that the vast majority of people that are thinking about selling or buying homes are researching home values in their area?And as they’re doing those searches on Google, do you know that Google will give you access to those people? And you can run ads on the second most popular site called YouTube.
Imagine this, you’re looking at home prices in the area, you know, homes for sale, thinking about selling. What’s happening with prices in my zip code? And then a week later after you did this, your wife says, you gotta watch this video of Steven playing tennis.
You go to YouTube and you hit go, but the first thing that happens is you see this commercial.
“Are you looking at homes for sale in Cost a Mesa, California? I’m Your Name with Your Business Name. So far this year we’ve helped 36 families buy and sell real estate. If you’re looking to save time and save money, click the link below or contact us at Your#. Click the link below”
Think about that. People will literally be sitting there like how did they know? Click the link, yes. This one is advanced. This is the next evolution of doing ads, where you’re literally getting people on Google searching for one thing, and then when they go to YouTube, you’re going to be running ads there directly to sellers.
So those are the best strategies we’re going to be sharing with you. Remember always, your strategy matters and now more than ever, your ability to list a large number of properties, that’s what rules