Direct Mail is Dead

“Direct Mail Is Dead” read a headline on a busy real estate forum recently. Maybe you’ve seen it. What followed was a frustrated post from an agent complaining about not getting any returns on his Just Sold post card campaign. Nice design, heavy gloss paper, nice photo of the property. This poor guy mailed hundreds and…

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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,…

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Expired Listings, Edison, Colonel… Oh My!

“Thomas Edison failed 1,000 times before he invented the light bulb.” “Colonel Sanders offered his recipe to 1,000 restaurants before one finally took it.” WOW. Perseverance, you think? Bull. That’s what I think. God, I can’t tell you how many times I’ve heard that “inspirational” perseverance nonsense from all the ra-ra trainers, motivational snake oil…

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Expired Listings Are Just Too Hard

“It’s just too hard” That’s what the email said: – “It’s just too hard, Borino. I’m leaving the business. Your emails are great. My motivation is not.” I know. We are in a crazy market. Tumbling economy. Hard times. Selling real estate for living? Right now? Crazy. I know. But still… It got me thinking.…

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Expired Listing Psychology

Here is an article from my old mentor and coach Art Scott. Art was an expert on expired listings. If you want to practice amateur psychiatry, start chasing expired listings. In 1987, my first year in the business, I attended a training seminar featuring real estate speaker and trainer Walter Sanford. I was blown away…

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Prospecting Expired Listings – Is It Ethical?

My grandfather’s favorite saying was: “De gustibus non est disputandum.” Grandpa was a smart man. Ambitious, personable and honest. You’d like him. He would make a good real estate agent. Would he be good with expireds? Or would he consider going after expired listings too tacky? As with most things in real estate (and in…

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how to write a perfect expired listing letter

The trouble with most letters (and not just to expired listings) is they sound too stuffy, too professional, too much like a loud and cheap radio commercial. You may be better off writing it yourself rather than recycling what has been said and trashed thousands of times. But it’s not an easy task to come…

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