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Make the most of every listing
In the competitive world of real estate, smart listing agents understand a fundamental truth: a buyer represents a paycheck, and a listing is a valuable asset. To maximize the potential of your listings, it’s crucial to employ effective marketing strategies that generate interest and attract potential buyers. In this article, we’ll explore seven proven steps recommended by industry experts to help you make the most of your listings and grow your business.
Step 1: Pre-listing Promotion:
According to Jimmy Mackin, CEO and co-founder of Curaytor, many agents miss out on the opportunity to generate interest before officially listing a property. Start promoting your listing even before the listing appointment. Reach out to your database via email, piquing their curiosity with a message like this:
“Dear [So and So], I have an exciting property that I’m considering listing in your neighborhood. While the homeowner is still deciding, I wanted to give you a heads-up. Homes like this one tend to sell quickly in this area. If you’d like to receive more details about this home when they become available, please reply to this email.”
Step 2: Create Exclusivity with Coming Soon Promotions:
Instead of using the traditional “Coming Soon” language, create a sense of exclusivity. Frame the information about timing as “Exclusivity ends in 24 hours.” This creates a sense of urgency and encourages potential buyers to act quickly. Craft a message like:
“I only have 24 hours to share the details of an exceptional home located at [123 Main St] with you before it becomes available to everyone else. For location, price, and additional details, email me.”
Step 3: Invest in Facebook Ads:
Allocate a budget of up to $1,000 for Facebook ads to promote your listing and expand your business. Joe Herrera and Taylor Prince from the Joe Taylor Group in Las Vegas have seen incredible results by investing in Facebook ads. Their strategy involves promoting a Facebook post without revealing the price or location, but including a photo gallery and a compelling description. This generates engagement and valuable leads.
Step 4: Leverage Your Sphere of Influence:
Reach out to your network and let them know about your new listing. Engage them by saying something like:
“I just took on this fantastic new listing. I know you might not be in the market right now, but do you know anyone who might be thinking about making a move?”
By leveraging your sphere of influence, you increase the chances of finding potential buyers or getting referrals.
Step 5: Tell a Compelling Story:
Instead of relying solely on self-promotion, use a storytelling approach to market your just-sold listings. Offer readers a behind-the-scenes look at how you overcame obstacles to make the sale happen. For example:
“Why did 123 Main Street Sell So Fast?”
“The Real Story Behind How We Sold 123 Main Street”
“123 Main Street Just Sold: Here Are Three Reasons You Should Care”
By providing value and a unique perspective, you enhance your perceived value to potential clients.
Step 6: Reinvest a Portion of the Commission:
Consider reinvesting a portion of your commission from the sale to further enhance your marketing efforts. While digital marketing is essential, don’t overlook the power of traditional direct mail. Utilize unique direct mail strategies, such as the services provided by Yellow Letters Complete, to stand out from the competition.
Step 7: Combine Direct Mail with Circle Prospecting:
To maximize your impact, combine direct mail with circle prospecting. Initiate meaningful conversations with homeowners by saying:
“Hey Mr. and Mrs. Doe, I’m calling because 123 Main Street just sold. Who do you know that might be thinking about selling?”
Meaningful conversations can lead to more listing opportunities and expand your network.
Conclusion:
In the world of real estate, listings are valuable assets that can significantly impact your business’s growth. By following these seven steps, you can maximize your listings’ potential, generate more interest, attract potential buyers, and seize every opportunity that comes your way. Remember, assets are greater than paychecks. So, implement these proven strategies, consistently market your listings, and watch your business flourish.
