Yes, you can!
You'll want to concentrate on the lead conversion parts of the Getting Listings campaign. Test and see what happens.
For FSBOs, increase the frequency of newsletters to every other week or weekly to begin building a relationship as quickly as possible. It’s extremely important to include testimonials in your package and newsletters. When you have enough testimonials on file, vary the ones you send.
The key here is that you make the rules. You can make any guarantee you feel comfortable with – just make sure you honor that guarantee without any pushbacks. You can guarantee a sale in 90 days, or you’ll give $500 or $1000 back at the celebration. Or you can offer an easy-exit from the listing agreement with no questions asked. Be sure to word your guarantee so that it doesn’t violate any state or regional laws.
Should you call or not? I say it’s your choice!
You don’t HAVE to call people; they WILL call you if you send them the guide and follow-up newsletters.
That said, it’s a nice thing to call people, as long as you realize that nothing you say on the phone is going to change their mind about moving any sooner. If you’re comfortable bonding with people over the phone and you LIKE doing it, it’s going to be a good thing. If you’re not comfortable on the phone and you have a tenancy to come off as a salesperson, it can hurt you.
Do what feels most comfortable to you!
Members give credit to the Getting Listings Postcards as an effective Lead Generating System. The next step is to convert those Leads to Appointments! The number of Leads Converted To Appointments will vary from Member to Member based on conversion skills.
The National Association of Realtors reports 60%-75% of home owners will use the first Realtor they meet with - that’s an incredible percentage! By choosing to drop off your Initial Packet in person and by using the dialogue listed here, you are positioning yourself to be the first Realtor they meet.
Consultant: “Hi Jayne, my name is Joe! You recently requested a Free Report for (neighborhood name) off my yellow postcard." (start handing over kit at this time)
Lead: “Oh, that’s right, I completely forgot about that!” (This is a typical response but once they remember most Leads are nice).
Consultant: “If you are planning on selling your house, chances are you’re making repairs or considering to do fix-ups but BEEEEEE CAREFULLLLLL!!! I’ve seen too many people make the mistake repairing items that DON’T increase the value of your home. As you go through the kit (hold up a copy of a Room By Room Review), you’ll notice I offer my Free Room By Room Review. With my Free Room By Room review, I can point out which fix-ups you should and shouldn’t do to get Top Dollar for your home! It takes about 30 minutes.
Lead: “Are you available now?”
Once you’re in the house, take notes on your Room By Room Review doc & begin implementing a “mini-567” dialogue.
Consultant: (As you walk in the house, break the ice, compliment their home right before you dive into your mini-567) “Nice home, I’m curious what’s important about selling your home to you…?”
Practice! Practice! Practice!
Target Market Area:
Privacy laws in Canada are very high, this can make it extremely challenging to get home owner names and addresses.
The most effective way to get the best results in Canada is to use your Canadian Postal Walk service provided by your local post office.
For the best results, select a target market area that has the highest turnover percentage (if it’s less than 4%, consider a different campaign).
Yes! Pay attention to the number of homes in an area and the turnover rate. It doesn’t matter what other agents are doing in the area. Identify people and build a relationship with them. You’ll get your fair share.
Ideally, you’ll want to choose a named community with at least 1,000 homes. You have two choices if you have smaller areas:
Choice One: It’s okay to combine neighborhoods to get your count of homes up to 1,000. You’ll just have to change the postcards you mail to match the names of the subdivisions or communities where you advertise.
Choice Two: You can select a type of home that’s had a 10% turnover in the last 12 months, such as townhouses. Determine the turnover rate on different types of homes over the last 12 months, and then calculate the yield on each of these types of homes. Focus on a type of home with the highest turnover and yield. If you have at least 1,000 homes in the pool, you’ve found your focus area. If you don’t have 1,000 homes, combine both choices suggested here.
It’s not a decision about which one to market to. It’s a decision about which one to market FIRST.
Compute the Per Home Yield on sold properties by dividing the total sales volume by the number of homes in the area.
- 1000 homes with an average price of $300,000 / 50 sales = $15,000,000 sales volume
- Volume/number of homes = $15,000 (per home yield)
- 800 homes with an average price of $400,000 / 20 sales = $8,000,000 sales volume
- Volume/number of homes = $10,000 (per home yield)
Since Neighborhood 1 has a higher dollar amount per home, start with that neighborhood first. Keep in mind, you can always add additional campaigns once the first is up and running.
Focusing on a specific type of home does not follow the By Referral Only methodology. Think about the value of long term sustainment versus entertainment. Would it be better to make an emotional decision or a business decision? Go where the money is.
It's highly important to focus your energy toward an area of 1,000 homes. For the best results, make certain you launch the Getting Listings Program in an area with the highest turnover percentage.
Printing and Mailing
Use yellow card stock, anywhere between 65 and 125 lbs will work.
We recommend you stick with the small yellow postcard instead of using Every Door Direct Mail.
There are a few drawbacks when using Every Door Direct Mail:
- You aren't able to use our results tested postcard.The Getting Listings postcard has been strategically designed to get you results. The yellow color is pattern interrupting and it is small enough so that it will fall out of the mail bundle that is pulled from the mailbox therefore directing home owners to your message.
- Because the mail is not addressed, you lose the ability to remove a Lead from further mailings.
- Deviating from the tested BRO system is not advisable.
In our experience, Members whom have tested both end up going back to the Getting Listings postcard.
Your valuable time is best spent in your business, not on it. Outsource the printing.
To have it professionally printed:
Many print centers like the Fed-Ex Office and Staples offer the ability to upload your file online and place the order that way. If you're not sure how, call your local printer and ask them about the best way to place an order.
Download the booklet from Class 2 and place an order of 10 - 20. You'll only hand out 1-2 at a time, 20 booklets should last 12 months.
To print it yourself:
One complete Booklet will be 5 double sided pages. Print about 10 copies at a time.
Is your office printer/copier capable of making 5 double sided pages of professional looking printouts? If your office printer can to handle this job and (more importantly) not cause you any headaches, printing them on your own can be an option.