Thinking about how an Expired Listing Script can help you get more listings and make more sales? Good, you're on the right track! Here's why!
Real estate listings expire every day and although each may be uniquely different they are all similar in that they didn't sell! Consequently, each one represents a known, motivated seller who may be more anxious than before to sell their property.
An Expired Listing Script offers wonderful business building opportunities, opportunities that you have to be prepared to take advantage of! I guess you could wing it with a nondescript approach by calling or writing an occasional few expireds.
However, that's far too infrequent and the national do not call law has put a serious dent in cold calling...and if you don't have a compelling sales letter you might as well save the postage and spend it on something else.
And even with good letters, post cards, flyers or whatever you use you'll experience limited success if you're not committed to an ongoing marketing campaign characterized by consistency and dedication.
Why? First of all, we're talking about homes worth hundreds of thousands of dollars on average, and if your script and presentation is not professionally polished you're going to be at a serious disadvantage.
Secondly, your competition for expired listings could be intense. The more disciplined and successful agents farm each and every expired listing on a daily basis. I'm still surprised though at how few agents actually farm expireds - even though they know how lucrative they can be. But in any regard you must have a good expired listing script to be competitive!
What to Say
Knowing what to include in your letters is important, as is knowing when and how frequently to send them. A good expired listing script letter can help you gain the trust of sellers by letting them know you understand their disappointment in not having sold their homes, but that you have ways to get them sold.
When I first got licensed I tried different things to
generate enough buyers and sellers to make enough sales to pay the
bills. After months without making any real progress I started paying
attention to expired listings and finally recognized that there's "gold
in them hills."
Seriously though, I started writing and farming expired listings and sending letters daily, but as you can imagine every letter is not necessarily a good letter. Still, I plugged away at it until I got just the right tone with enough "trigger" words that made my letters click and owners started calling me.
Finally, I started having some success. Around that same time I discovered I got the best results when I mailed my letters the same day the listings expired, and definitely no later than the next day! I was finally on to something and after approximately 3-4 months was averaging 2 plus listings a week. Pretty soon getting 8-12 listings a month was my norm, but each listing was still as exciting the one before it.
So, if you're looking for a cost effective real estate
marketing program (letters and script to go with them) consider getting yourself an expired listing script.
combined, they provide new agents with a system for converting
expired listings to new ones, and offer experienced agent's another
tool to continue growing and developing their business.
That's it for now. Here's to your Real Estate Marketing Success!