Chapter 12:
The Art of Attraction: Drawing in
Expireds, Cancelleds, and FSBOs
The key to attracting expired and FSBO listings begins with identifying your ideal client. Are you more inclined to work with luxury home sellers, townhouse owners, condo residents, or perhaps those in small starter single-family homes? Once you’ve pinpointed your target market, it’s crucial to understand them deeply – their hopes, dreams, fears, and frustrations. Remember, most owners of canceled or expired listings are likely feeling frustrated, and this insight is invaluable in crafting messages that resonate with them.
As you begin the process of handwriting the features and benefits of your services, a magical thing occurs – more ideas start flowing. This process of intentional introversion is often a hallmark of innovative genius and can be strategically employed in your approach.
Overcoming Indifference and Standing Out: Your target group is probably overwhelmed with similar offers, so how do you differentiate yourself? The trick lies in making your prospects visualize your service or product, especially when articulating the features and benefits you offer.
Planning Your Marketing Sequence: Chet Holmes suggests mailing every two weeks, with a call between each mailing. However, for expired, canceled, and FSBO listings, I recommend a more aggressive approach – mailing every seven days. This frequency is crucial as these sellers might be making quick decisions, and you want to ensure your service is at the forefront of their minds during this critical period.
Guaranteed 100K+ Property Views: How We Outperform Zillow, Redfin, & Realtor.com for Every Seller!
Our strategy for standing out and effectively generating phone calls involves a unique approach: sending small, cost-effective gifts every seven days. We have found that this method not only captures attention but also encourages engagement. To optimize the impact, we alter the frequency between the third and fourth letters, extending it to a 14-day interval before returning to the weekly schedule. This gives recipients a brief period to process the information in the letters, while we also vary the tone of the correspondence during this phase.
The trick is to choose gifts that are affordable yet practical – items that the recipients would find useful or could give to their children. It’s important to avoid sending anything too lavish, as this might come across as an attempt at bribery rather than a thoughtful gesture. Rest assured, most sellers won’t view this approach as tacky; instead, they’re likely to appreciate the thoughtfulness and utility of these small tokens.
Here is an Example of One of our seven letters
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Sign up for our Constant Contact parent account today, and you are in for a treat!
Here’s What’s in Store for You:
Seven Weeks of Proven Strategies: Over the next seven weeks, you’ll receive a series of seven meticulously crafted letters, each designed for Expired & Canceled listings. These letters, delivered directly to your inbox, are the very ones that have played a crucial role in the growth of our listing business. Now, they’re available for you to implement and benefit from.
Bi-Weekly Real Estate Marketing Insights: Keep yourself at the forefront of the real estate market with my bi-weekly email. This isn’t just any newsletter; it’s a treasure trove of my most effective, split-tested marketing secrets. I’m opening up my playbook to offer you a glimpse into the strategies that truly work in the field. This bi-weekly insight is your key to staying updated and ahead in the competitive world of real estate marketing.
For accessing top-notch Expired, Canceled, and For Rent By Owner information, Vulcan7 stands unparalleled in the industry.
Especially for those who find their strength in calling, Vulcan7 offers an excellent built-in dialer feature. However, it’s crucial to adopt a multi-channel approach.
Make sure to integrate all homeowner data into Homebot, ensuring they receive your weekly email newsletter and are exposed to your custom audience-targeted ads. This comprehensive strategy ensures maximum visibility and engagement. When you sign up with Vulcan7, they provide a valuable kickstart by sending you up to a year’s worth of past expired, canceled, and FSBO data, setting you up for success from the get-go.
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In “Six Weeks to Real Estate Success: An Actionable Guide for Ambitious Agents,“
Dustin Fox provides a comprehensive guide for real estate agents looking to transform their careers. Drawing from his own journey to becoming a top producer, Dustin shares practical advice, innovative strategies, and personal anecdotes that demystify the real estate industry.
