A Letter To Expired Listing
Ten Reasons to List With Me
Today I received a expired listings sample letter from a very ambitious, hard working agent. He wanted my opinion…
Nice headline, well-thought out points explaining why this particular agent is a head of the completion. Strong impressive selling points, and all the facts that are important. There is, however, one fundamental problem with it. It’s not a good letter for expired listings. At least, not at the beginning. Here is why…
When a listing expires, sellers are bombarded by agents with letters and calls. And the message is always (or most of the time) the same:
1. “I know why your house didn’t sell. You had the wrong agent and wrong price.”
2. “List with me, I’m different/better/expert/specialist/top producer, etc.”
3. “I sold many homes”
Now, those are all relevant messages, but why don’t they work on the first approach? I’ll give you an example…
Let’s say you want to buy a car. You walk into a dealership, look around, and a salesman approaches you: “Hello, my name is Joe Carguy, I’ve been in business ten years and I’m the top producer of this dealership, I won three awards this year, and I sell to 93% of all customers that walk in.”
What’s wrong with the picture? The first contact is all about Joe. You don’t care about Joe. You care about a car. Do they have what you want? Is it a good choice? Is it priced well? Can you test drive it? How much can you get for my trade in?
So back to expireds… The first contact (actually several early contacts) need to be all about THEM. On the phone, in letters, postcards, in any contact.
Make it about the seller, because that’s what they care about, and that’s all they want to hear. The rest is simply an advertising noise that ends up in the trash.
It’s that old saying slightly modified: Show us how much you care first, then we’ll care who you are and what you can do for us.
Download the First Contact letter and the Follow Up letter here.
March 6th, 2011 at 7:28 am
Would like a copy of expired listing letters
April 8th, 2011 at 11:43 pm
You are so right! I love how you compared it to shopping for a car. People don’t care a bit about the sales person – only about what that person will do for them.
What really annoys me is that some letter writing “experts” are telling real estate agents that the “me” approach is correct.
I sell real estate letter sets, and tonight I decided to check out my competition. Where I found samples I was shocked. The letters all began with “I.” One letter had 5 short paragraphs and 3 began with “I.”
I’m shaking my head…
October 10th, 2011 at 3:58 pm
ID LIKE A COPY OF THE EXPIRED LISTING LETTERS.THANK YOU
November 2nd, 2011 at 8:10 am
You are too right and sellers are getting so frustrated when you call at 8 in the morning to be first as well as if you are the 8th agent at 10 am promising them you are the best and can get their home sold fast. Could you kindly send your listing letters so I may get better ideas and more listings.
Thank you.
November 8th, 2011 at 11:01 am
Please send me your expired listing letters, I would love to see them! Thanks for your insight!
November 21st, 2011 at 12:43 pm
Would like a copy of expired listing letters…
November 22nd, 2011 at 4:23 am
Absolutely. Download the First Contact Letter and the Follow up letter to expireds. Get the entire kit. Just leave your name and email here:
http://expiredplus.com
December 20th, 2011 at 7:55 am
Agents need to do a little listening – find out what the seller needs before craming your pitch down their throat. See why they think their home did not sell and then see how you can solve that problem. After listening – you may even find out you don’t want to list that particular home anyway.
January 3rd, 2012 at 6:10 pm
I would love to get a copy of the letter! Thanks for the article.
January 4th, 2012 at 4:22 am
I would love a copy of your expired listing letter. I agree with you, people want to know what we are going to do for them . . . we all do.
January 20th, 2012 at 11:52 am
Love it, could I please receive a copy of your expired listing letter?
January 26th, 2012 at 9:25 pm
Love it, could I please receive a copy of your expired listing letter?
April 18th, 2012 at 4:36 pm
oto cu gia re…
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