Expired Listing Marketing Tips: How to make yourself more believable in print

Credibility and believability are very important. When you are writing or communicating with a customer in print you have to keep this in mind. What would a customer think if we said the following in the normal course of a sales conversation or listing presentation?

“I’m the number one agent in the country. I sold 983 homes last year. Every single one of my customers love me, and I sell every single home in 12 hours. G.uaranteed.”

They would probably fall back in their chair and think you were crazy. Why? Because those claims are a little outrageous. So, everything we say or do has to be believable.

Show the sellers a list of the homes you sold last year. Show them written testimonials from customers. Get pictures of your past sellers in front of their house. Get audio testimonials. Get video testimonials.

When you are dealing with an expired listing, you only have to sell one thing. Success. Results. The ability to get the job done and sell their home. A first time seller might list with the agent they think is the nicest. The second time around they won’t care as much about that. They want results. They want to move. They want their house sold.

Help them do that. The most successful thing I have done is shown them a list of homes we have sold as a team. Maybe the seller expired listing with an agent that only worked part time and sold 5 homes last year. Think from their perspective. How can I find an agent that can get my home sold?

Find the answer to that question and you will start tapping into the expired listing goldmine. There are lots of homes expiring right now. And more will be doing so as we go into summer. And few agents work the expired listing market. They start out cold calling and eventually tire of it. You have a huge potential market with little competition from other agents. The agent that learns how to work this market can get a lot of listings.

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Ben & Chris Curry The Short Sale Agent's Advocate