The Flyer that Converts Expired Listings – A Different Approach

Posted on: March 17th, 2013 by admin No Comments

You're Not the First – Expect Negative Impressions

The fact that the listing has expired indicates there was some problem. Either price, condition, marketing, agent neglect, or any number of factors can be involved. The prospect might not have the highest regard for the real estate profession right now, whether deserved or not. This is more of an opportunity than a problem, as an approach that positions you differently than those who came before will serve you well.

When People Have Problems – They Hire Consultants to Help

This approach is one of a consultant who is available to help the seller in solving their problem – a home that hasn't sold. Success in this business will ultimately result from helping sellers to sell and buyers to buy real estate. Your value isn't as a sales person, but more as a problem solver. This involves getting to know the prospect and their requirements. Though you can get business from friends and relatives, your long term success will come from referrals from very satisfied clients who valued your help.

Help the Seller Move Past the Emotional and Toward the Business of Selling

Yes, many sellers love their homes. Emotion and stress are involved in this large transaction and a move to another home or area.

As a professional consultant, hired to help them solve their home sale problem, we need to move them away from emotion and toward pragmatic business decisions involving the look, condition and pricing of their home. The flyer and formula presented here will help that process.

Lead the Seller to a Logical Decision Based on the Facts and Market

This flyer is geared to do a great deal of your work for you, before you ever speak to them. The Market/Property Profile Formula shows the forces that influence whether their property sells as well as time on the market. It leads them to understand which forces they can control and which they cannot.

Presenting the formula in the flyer gives them the time to think it through and hopefully come to the realization that changes need to be made by them in order to get their home sold in a reasonable period of time. When you get the call, just help them with the mechanics.

Offer the Data and Interpretation They Need to Get the Job Done

The flyer leads them to an understanding of how the market works, tells them what they need to know and the data they need, then offers that data and the consulting help to interpret it. This is Sales 101:

  • Define the problem – The home hasn't sold and why
  • Offer solutions – Data and interpretation to make decisions
  • Call to action – Your contact information and invitation to help

Arrive at the Appointment Ready to Take the Listing

You're not there to beg for business. You're not there to sell them something. You're an expert in your field, there to solve their problem and get their home sold.

Bring your listing agreement, camera and whatever else you need to take the listing. You'll be glad you did.

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