Expired Marketing Tips: There’s Gold in dem hills!

If I was a miner that is what I would say about expired listings. If you have expireds in your market and you aren’t attempting to list them, then you are missing out on one of the richest veins of gold around. Expireds are great because they are the most realistic, reasonable sellers.

To get an expired to call, you have to think from their perspective. You must figure out how to make your proposal to them in such a way that it motivates them to call you. To be successful at “selling in print” you have to psych out the person on the other side. You have to visualize their experience and what they are feeling. Then you can take those experiences and sell based on that. For example, you call an expired and they throw you the objection, “where were you when our home was for sale. We are going to list with an agent that showed the home while it was listed, not an agent that just wants to list it and not show it like our last agent did.” How do you handle that objection.

If you can think of the questions and objections the expired may bring up, you can incorporate the answers into your sales letter. This is the difference between selling in person, and selling in print. This is one of the reasons my expired letters are successful. I have thought out what the expired is thinking, what they have experienced, and who they are blaming for the fact that their home didn’t sell.

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Ben & Chris Curry The Short Sale Agent's Advocate