Sunday, May 20, 2012

What Can I Offer Sellers?

In the REAL Talk Real Estate Experts Digest a REALTOR named Joe says he's looking for something he can offer sellers so they'll fill out his Capture Form then he can follow up and get the listing. Following are my comments.

Do you have a listing presentation? What do you offer that other agent's don't? For instance, I'm putting together an expired letter, it'll read something like this:

Dear Mr and Mrs Seller,

Your property with XYZ Company recently expired. This is a really tough market. Do you think it would have made a difference if your property had been marketed? Really, seriously and deliberately marketed with:
  • Visual Tour hosted on YouTube
  • Syndicated Online Exposure (3,000 plus feeds)
  • Hyper-Local Print Marketing (with the Real Estate Book and Homes and Land)
  • National Franchise = National Exposure on Specialty Websites
  • Local, Regional, and National Website distribution
  • Franchise advertising in 60 magazines and 100 newspapers to drive on and offline buyer leads
  • Personalized URL with QR Codes 
This, in addition to what nearly every REALTOR offers: local MLS listing with an IDX feed and a yard sign, online photo hosting and syndication to Zillow,, Trulia...

You can build a capture form around nearly any criteria. Who in your market do you want to list? Are you looking for any seller or a specific group of sellers? What would be an item of value to them? Information? Service? A Guarantee? Home Warranty? Answer these questions and you'll be well on your way to targeting your market and creating a capture form that will attract the clients you want to work with.

I rarely use lead capture and I do NOT use Lead Capture on the website I maintain for my buyers. I hate to be captured and I'm not going to do any capturing. Internet shoppers want to find what they're looking for. Toward that end I push my listings as far as possible, with as much power as and their publications can put behind me and with as much power as I can get from my own syndicates. I PUSH listings, via several vehicles I manage. It's called funnel marketing, I don't have time to go after people. I am using search engines to drive traffic to my listings. People come to me. I field phone calls from self-qualified customers instead of running down targeted market leads. I help people, instead of convincing them. What I do involves no coersion, it involves overcoming no objections, it involves cooperating with and helping people to get what they want. It involves bringing together two halves of a real estate transaction with skill and finesse. It involves negotiation skills, tactical skills, human relations skills, and technical skills. If you acquire these skills, you'll be plenty busy without capturing leads.

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