What would it be like for you if every time you listed a property, the seller gave you a list of the names, addresses and phone numbers of the 20 people they know, like, and trust the most? Pretty amazing, huh? This ideal scenario is more attainable than you might think. You just have to know the magic words that encourage sellers to share their valuable information. Try the following dialogue to encourage your sellers to gladly give you their list of most trusted friends and family.
Step One: Asking
Now that you’ve chosen me to market your home, you want me to use every possible marketing
vehicle I can, don’t you? Here’s a unique, advanced marketing method that can help you quickly find a great buyer
for the house, and because you want me to quickly find you a qualified buyer, you may be very interested in doing this and you may not. Experience shows that sellers who’ve used this method have been very pleased with the outcome. Let me explain it to you and then you tell me if you want to use this more advanced marketing method to assist you in getting your home sold. The NAR – National Association of REALTORS – has discovered through research that 11% of all homes are sold through direct and indirect referrals. What that means is, when someone finds out that your home is for sale, they tell another person who’s interested in living in your neighborhood about your home. And it also might happen that someone drives by, sees your sign, and tells a brother or sister or cousin or friend at work about your home. Then that person contacts me or their agent and 11% of the time, that’s how your home gets sold. So what I would like to do is unleash our full, 100% marketing effort to get your home sold using both my direct and indirect marketing strategies.
Here’s how it works.
In your life you know several hundred people. Now imagine that you are planning a wedding and you’re thinking of the close friends, family members, and business colleagues you want to invite. What I’d like you to do is give me a list of just 20 of those people. This list can include your close neighbors, family members and friends. When we have that list, we’ll send them a letter to let them know you’re moving because they may know someone who might know someone, who in turn might know someone interested in buying your home. That’s why I call this my “indirect marketing strategy.”
I’ll write the letter as if it’s coming from you, put a feature sheet inside, pay for the postage and do the whole mailing to the 20 people on your list. A few days after I mail the letter, I’ll make a follow-up telephone call to each person and invite them to a special Open House at your home. I’ll take care of all the details, including light refreshments, and I’ll encourage them to bring along anyone they think might be interested in seeing your home. The good thing about this is, we are now doing everything we can to expose your house to the greatest number of people who would be most likely to either refer others or buy it themselves. So, let’s give this a try. What date would be good for us to hold a special Open House?
Now imagine walking out the door of the seller’s home with a list of 20 or more names, addresses and telephone numbers of people they like, know and trust.
Step Two: Implementation
After you have their list, you’ll need to craft and send a letter followed by a telephone call to each person. Remember to treat their list with the reverence and respect your client expects from you. Compose the letter as if it is coming from the seller. Here’s a tested and proven sample letter you can use. Adjust the names, dates and details to match your situation.