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Beat The Expired
Listing "Brush-off"
When you call expired listings
on the phone, you'll often
hear "I'm not quite ready
to re-list my home. I want to
think about it awhile."
That would normally end the
conversation -- he's not
"ready to re-list."
But now say this:
You: I can understand
that. But when you are
ready, are you aware of the
latest hi-tech marketing
methods using radio
Broadcasters? It lets your
home describe all its hidden, desirable
features to every
prospect who stops out front
and tunes in on his car
radio.
Seller: Car radio? How
would that work?
You: I plug in a little
Broadcaster in your home. All
the potential buyers
driving by can then stop, tune
their ordinary car radio, and
hear all about your home. It's
the most exciting thing
ever to hit real estate, and
before you re-list, you really
should see it in operation.
I'd be happy to stop by any
time and demonstrate it for
you -- absolutely no
obligation. of course.
Seller: Well, okay,
come on out and show me that.
When you arrive, have a nice
message already on the
Broadcaster. Play it for the
seller. Show him a yard sign,
and explain how every drive-by
will tune in and hear about
his home. Remind him that's
how people tend to find homes
-- by driving around
neighborhoods they'd like to
live in.
You might also let him say a
few words into the
Broadcaster, and then take him
to your car in the driveway
and "tune him in."
That's impressive. (Remember
to have the antenna on)
Expiring listings are getting
hounded by lots of agents, yet
none of them give the seller a
real reason to re-list. You
have something special. And
because their home did not
sell the first time, they may
be very anxious to try
something different --
reminded them that they have
seen how easy it is to be
overlooked.
Agents call us every day to
say this got them a listing on
their first phone call. If you
don't have all the listings
you want, pick up the phone
and offer them something
special.
User Tips
Get those Expired
listings
"This makes the biggest
difference in soliciting
listings from expireds."
Ron Anderson mails about 100
expireds each month, and
includes a detailed cover
letter, a resume, and a brochure.
He uses a plain envelope to be
sure it gets opened, and says
they read everything he
includes. He advises you to
put all your specific services
in writing, and sign it.
He says to stress that you
will be advertising their home
24 hrs a day. Include
references, and you're in. Ron
gets at least 2 listings each
month from these 100 letters.
Great return on his time!
Ron Anderson, O'Conor,
Piper & Flynn, Severn, MD
Expired Listings,
Part II
"I was cold-calling
expired listings. As I chatted
with them about their
experience, I asked them
if their previous agent
used a radio broadcaster. They
said "no," and asked
about it. I explained how it
worked, and said that it would
really make a difference in
marketing their home to every
prospect that drives by.
I was immediately invited over
so they could see this new
innovative idea in action. And
I got the Listing. It was just
that easy."
Peggy Allen, Ruhl
& Ruhl Realtors, Moline,
IL
Re-list Your Own
Expiring Listings
"I recently had a listing
that was about to expire. I
signed the listing months
before I ordered my first
broadcasters, and I had not
had a chance to make it
"talk." Luckily, I
had just ordered more
broadcasters, so I was able to
make it "talk".
The Seller was so impressed
that he happily re-listed with
me. Best of all, he reduced
the price because he knew it
would be heard by every
drive-by. Thanks".
Paul Cramer, Century
21 Sunway, Bluffton, OH
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