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The Problem: Majority of the expired listing letters sound too stuffy, too professional, too much like a loud radio commercial. They all say the same thing without any personality. No wonder they don't work for most real estate agents. So what do you do?
You're better off witting your own expired listing letter. I know, It can be challenging to come up with a fresh, interesting letter that would get the seller's attention and persuade them to call you to list their property. Try this method...
This is approach has helped me come up with some of the best expired listings letters.
I use a small digital voice recorder, but a mic and your computer will do just fine. First, I come up with a list of seller's questions I want to answer in the expired listing letter. Here is an example:
* What are the tree biggest problems most home owners face?
* How can I solve those problems as their real estate agent?
* Why should the seller list their house with me?
* What business qualities am I most proud of?
* What makes me a different from the rest of the real estate agents?
I think about the questions first. Maybe I jot down a couple of ideas on how I would answer them. Then I start recording and pretend I have a pleasant conversation with a nice home owner. I answer each question in a few simple sentences, without stopping or editing. I simply let the ideas flow.
Next, I listen to the recording back and I write down the best ideas and thoughts. First in just a basic outline, almost in bullet points, then in an actual expired listing letter form. Then I take a break, get a cup of tea, and let it go for a while. Clear my mind.
They say there is no great writing, only great rewriting. My final step is to go over the expired listing letter, rework what doesn't make sense, polish some ideas, delete others. I read the letter out loud. Does the text flow well? How compelling is it? Does it make sense? Is it interesting? If I were a seller, would I call if I was selling my house?
Frequently I end up with material for more than one expired listing letter. Try this method and you'll find that your expired letter is better than 99% of the recycled "professional" sales letters other agents use. After just a little practice you can write great letters, and most importantly, taking more expired listings.
Of course, you can always skip the writing, and check out the www.ExpiredPlus.com. It comes pre-loaded with powerful expired listing letters, postcards, and marketing materials.
Expired Plus is the fastest, easiest, and the most profitable method to list expired listings published by Borino. It includes expired listing letters, postcards, plus a step-by-step course for real estate agents on how to find, contact, and list expired listings. Visit www.ExpiredPlus.com. |
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