You’re working expired listings wrong… Here is how the best do it

If you are listening to the gurus tell you that because of all the lawsuits, you now must be a listing agent to survive, you don’t.

That being said, the compensation methods for listings will likely go unchanged and with buyers, it is likely going to get creative.

• Some clients will pay hourly

• Some will pay a flat fee

• Some will pay a % of the deal

This isn’t bad, this was inevitable.

In this post though I want you focused on how you can daisy chain your current listing(s) into more.

Instead of cold calling expired listings offering to do a preview because you “might” have a buyer, try this approach instead.

I have coached hundreds of agents with this strategy and it works. This is why simple cold calling, while profitable, is hard to get traction on.

• The client doesn’t believe you

• 29 other agents called with a relatively same message

• You’re assuming that the home “failed” to sell. Often times it didn’t.

• There is a ton of rejection so we tend to have a defensive mindset going into it.

These clients don’t hate real estate agents. They hate getting 29 calls the 3 days after they take the home off the market.

So here is what I would do different:

When you take a new listing:

1. Get a list of all homes that are model matches within a quarter mile of the home

   1. Use cole realty resource or melissa data or tax records to pull the list

2. Send them 3 letters

   1. Coming soon

   2. Just listed

   3. We accepted an offer

3. The tone of the letter should be - we need more options

You’ll want to do this with every home in the same and surrounding 3 neighborhoods for homes that were on the market but didn’t sell.

Remember, there are 100 reasons why a home didn’t sell. Don’t use the word FAIL in your marketing

Just assume the homeowner decided not to sell.

Tip - The more specific and unique to the homeowner you make the letter, the better it will perform.

Things that I would merge into the letter:

• Name

• Address

• Years owned

• Their sqft

For example:

“We received 4 offers on the property at 129 Water’s Dr. Based on some of the research we have done, your home could be a good fit. At 3174 sqft, it is very close to the one we just put under contract.”

This helps the client understand that this letter was written specifically to them.

The call to action:

Make it simple. A call or a text is easiest. No fancy funnels. Although if you do want to create a page, I would make it simple.

• Headline

• Video (you in the neighborhood or at the property)

• A button to schedule a call

Dow you want the letters and email copy so you can install directly into your business?

Download them all here: