If not, then maybe it's because they read like every other letter out there. You know what I mean. "We Market your house on 500 websites", "Our CMA is the best" and blah blah blah. There is no value proposition at all. They are not addressing the expired listing Seller's biggest concerns.
- Lack of communication
- Locked into a long listing agreement
- Can't cancel without paying a fee
- Never heard from my agent
If you want to have success working expired listings then you have to remember that the only reason you are contacting them is to get them to contact you. That's it. You want them to call or email you.
ALL expired listing Sellers have the same concerns that I listed above. I have NEVER, not once, had a Seller tell me their listing didn't sell due to pricing and rarely do they mention marketing. But they ALWAYS mention the agent's lack of communication. And of course we all know that the agent didn't contact them because they took an overpriced listing and didn't have any showings to call the sellers about.
The agent took the overpriced listing because they don't know how to sell Sellers on pricing. It's not the Seller's fault. It's not because the Seller made a bad decision. So quit telling then they did!
Sellers want to know what you are going to do different for them. ALL agents pitch marketing and CMAs.
I don't. I pitch 4 main things:
- I will answer my phone when you call from 8am to 7 pm 6 days a week OR I will return your call within 1 hour guaranteed. Try it!! And they do. They will leave me a message telling me I have 60 minutes to return their call.
- 45 day listing agreement
- Fire me anytime
- Minimum once a week updates
And it just happens that these four value propositions line up perfectly with the Seller's four main complaints.
Build your letters around their common complaints and your letters will work. Save the marketing strategies and CMA until you are face to face. Make the phone ring. Pitch your wares later. Its simple.
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