who should you target with

1 who should you target with Realtor ecards ® Who Else Should You Target? ■ Expired Listings ■ Pre-Listing Presentations ■ Mailer to Targeted Gr...
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who should you target with

Realtor ecards ®

Who Else Should You Target? ■ Expired Listings ■ Pre-Listing Presentations ■ Mailer to Targeted Group ■ Family and Friends ■ Past Clients ■ Lawyers ■ Open House Visitors ■ Corporate Relocation

For Sale By Owners (FSBO’s) The Situation Every city in the country has hundreds of homeowners attempting to sell their home ‘By Owner.’ Consumers today are more sophisticated and tech-savvy than in years past. The media and bargain basement real estate companies have instilled a belief in many consumers that, with little or no help from Realtors®, they can successfully sell their home themselves. Due to listing shortages in some markets, that has been the case. In general, however, most For Sale by Owners (FSBO’s) fail and eventually list with a Realtor.

Your Opportunity “For Sale by Owner” is one of the best, most immediate opportunities to pick up listings quickly. Even though most FSBO’s are destined to fail on their own, not many Realtors call on them. The eCard is a great tool to drop off to a FSBO. It provides valuable tips and tools to enable the FSBO to succeed.

The Plan Step #1: Look in the real estate classified section of your newspaper for the For Sale by Owner advertisements. Select at least ten and map out a schedule and route to call on them. Step #2: Visit the FSBO. Knock on the door. When the person answers, say “Hi Mr. FSBO, my name is Bob Roberts from ABC Real Estate Company. I know you are selling your home and I want to give you a tool that will help you sell it on your own. I call this disc my real estate tool box. It has 22 movies and 20 articles—all giving you ideas and explanations of the home selling and buying process. I wish you the best of luck and I will drop off anything else I find that may help you in this process.” (Do not leave the eCard if no one is home. It must be delivered in person.) Step #3: Continue visiting each FSBO once a week. Always drop off something of value to help them in the selling process—e.g., any real estate-related articles you see in the news, market info, tips and tricks, etc.

Follow-Up Follow-up with the FSBO is critical. Differentiate yourself in the eyes of FSBO’s with the eCard and your superior follow up. Stick to the game plan of a quick stop by the FSBO’s house once a week every week (on the same day each week if possible.) The FSBO will realize you are truly there to help as a reliable resource. If the FSBO fails, as most do, they will turn to you—the one Realtor who has been there from the start offering support. If they succeed, they will thank you and may reward you with the opportunity to help them find their next home or recommend your services to a friend.

©2008 CitiMortgage, Inc. CitiMortgage, Inc. does business as Citicorp Mortgage in NM. CitiMortgage, Inc. is an equal housing lender; citimortgage is a registered service mark of Citigroup Inc. ENVISION Real Estate Software, Inc. is a wholly owned subsidiary of CitiMortgage, Inc.

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who should you target with

Realtor ecards ®

Who Else Should You Target? ■ For Sale By Owners (FSBO’s)

Expired Listings The Situation As every Realtor knows, the MLS is your best resource for information about homes for sale. Despite the best efforts of agents, not every home listed on the MLS will be sold during the listing period.

■ Pre-Listing Presentations Your Opportunity

■ Mailer to Targeted Group

■ Lawyers

Expired listings provide an opportunity for you to contact homeowners who have indicated that they want to sell their homes and are willing to pay a commission to do so. For some reason the home did not sell, possibly because it was overpriced or has an undesirable feature. This is your chance to step in and be the hero who provides the plan to sell the home. At this moment, these prospective clients are not under contract with a Realtor and you can offer your services to help them achieve their stated goals. The eCard can make a difference in the first impression you make with expired listing clients.

■ Open House Visitors

The Plan

■ Family and Friends ■ Past Clients

■ Corporate Relocation

Step #1: Run a search each week on your MLS for expired listings. Select homes in your target market and plan a route to visit the homes. Step #2 : If at all possible, personally visit your selected expired listings. While you can mail the eCard with a cover letter, a face-to-face meeting is much more effective. Approach the conversation like this: “Hello. I’m Super Realtor from ABC Realty. I understand that your house was recently on the market, but it did not sell. I don’t know if you plan to relist or take a break. When you are ready to list your home again, I hope you will find my real estate toolbox helpful. It provides information every home seller needs to have the best chance to sell their home. It has 22 movies and 20 articles about the buying and selling process. Would it be all right if I gave you a call in a few days to answer any further questions you might have. I wish you the best of luck in selling your home.”

Follow-up When you call or stop back in a few days as promised, ask the home owner if he/she has had the opportunity to view the eCard. Ask if they have any further questions and offer your services.

©2008 CitiMortgage, Inc. CitiMortgage, Inc. does business as Citicorp Mortgage in NM. CitiMortgage, Inc. is an equal housing lender; citimortgage is a registered service mark of Citigroup Inc. ENVISION Real Estate Software, Inc. is a wholly owned subsidiary of CitiMortgage, Inc.

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who should you target with

Realtor ecards ®

Who Else Should You Target?

Pre-Listing Presentation

■ For Sale By Owners (FSBO’s)

The Situation

■ Past Clients

The National Association of Realtors reports there are 1.2 million licensed Realtors in the United States today. Most Realtors are competing for the same listing against three to five other Realtors. In today’s competitive real estate market, it is more important than ever for Realtors to differentiate themselves from other real estate agents.

■ Lawyers

Your Opportunity

■ Expired Listings ■ Mailer to Targeted Group ■ Family and Friends

■ Open House Visitors ■ Corporate Relocation

More than 80% of the listing presentation is devoted to securing the customer’s cooperation and justifying the asking price. By using the eCard as the ultimate pre-listing presentation, you can supply information a seller needs to make informed decisions at the listing presentation. Since few Realtors bother to make pre-listing presentations, the Realtor who does make the effort will be remembered by the seller.

The Plan for Pre-Listing Drop-Off Step #1: When you are on the phone with a potential client scheduling the listing appointment, ask, “Are you interviewing any other Realtors?” If the answer is yes, you would ask, “When are they coming in?” The seller replies, “This Wednesday and Thursday.” “Great!” you respond. “I would like to stop by Tuesday for ten minutes to give you my pre-listing packet. It will help you maximize the profit on the sale of your home. Then, I would like to come back on Friday evening for my normal full listing presentation. Does this sound good?”

Step #2: When you meet with the client on Tuesday, stress the importance of the client putting the eCard into their computer and clicking on the Seller Movies. This will help you earn the customer’s cooperation and make yourself look tech-savvy.

Plan for In Person Pre-Listing Presentation Step #1: Bring your laptop to the pre-listing presentation with the eCard already on the screen. Once you sit down in the client’s home, your conversation would begin: “Thank you for having me in. I would like to view your property and measure your rooms to give me accurate information for my presentation. I also want to account for all your upgrades. While I am doing this, I would like you to watch these video tips. They will provide information you need to maximize your profit on the sale of your home.” Step #2: Click on Home Seller Videos and select the Play All button at the bottom of the screen. The movies will play in a continuous loop, giving sellers the information they need to make informed decisions.

Follow-up When you meet for your listing presentation, ask the potential client, “How did my prelisting packet compare to my competitors?” Since most Realtors do not do pre-listing appointments, your efforts will definitely separate you from your competitor and make you look tech-savvy in the process.

©2008 CitiMortgage, Inc. CitiMortgage, Inc. does business as Citicorp Mortgage in NM. CitiMortgage, Inc. is an equal housing lender; citimortgage is a registered service mark of Citigroup Inc. ENVISION Real Estate Software, Inc. is a wholly owned subsidiary of CitiMortgage, Inc.

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who should you target with

Realtor ecards ®

Who Else Should You Target?

Mailer to Targeted Group The Situation

■ Lawyers

Real Estate agents pursue new business in many different ways. Some agents target a particular “farm” comprised of a specific neighborhood or development. Others target sellers and/or buyers in a certain price range, members of a particular profession or special interest groups. They may focus on buyers or on pursuing listings. Regardless of the particular focus, they all are accumulating a database of potential clients. These databases are critical to generating new business and to insuring additional opportunities from past clients and their acquaintances. When agents target specific audiences, they want to make a positive first impression on a prospective buyer or seller who has never met the agent. Ongoing marketing efforts build their name recognition. Studies show that even after a few years as many as half of all buyers or sellers cannot remember the name of their real estate agent. To avoid this from happening many top agents continually market themselves to insure that they will be remembered when the buyer or seller decides to move or refer a friend.

■ Open House Visitors

Your Opportunity

■ For Sale By Owners (FSBO’s) ■ Expired Listings ■ Pre-Listing Presentation ■ Family and Friends ■ Past Clients

■ Corporate Relocation

To attract new clients and retain past clients, many agents have a marketing campaign that includes mailers and/or e-mails to their database. Common content in these mailers include new listings, community events, sports team schedules, recipes, etc. The eCard, and the online version, can fit perfectly into a target marketing strategy. The eCard itself can easily serve as a unique mailer. The agent may want to include a cover letter that explains the content of the eCard and invites the recipient to share the card with interested family members, friends, and co-workers.

©2008 CitiMortgage, Inc. CitiMortgage, Inc. does business as Citicorp Mortgage in NM. CitiMortgage, Inc. is an equal housing lender; citimortgage is a registered service mark of Citigroup Inc. ENVISION Real Estate Software, Inc. is a wholly owned subsidiary of CitiMortgage, Inc.

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who should you target with

Realtor ecards ®

Who Else Should You Target?

Family and Friends The Situation

■ Expired Listings

You may live in the community where you provide real estate services; therefore, it is likely that you have family members and friends who also live in the same community. Whether you are just getting started, or are a well-established Realtor, you look to family and friends as a source of business.

■ Pre-Listing Presentation

Your Opportunity

■ For Sale By Owners (FSBO’s)

■ Past Clients

Confident of the skills and services you provide, you regularly distribute your paper business cards. The eCard is a perfect substitute with helpful tips for friends, family members and anyone else whom they may refer. The mortgage calculator is also a very handy tool to calculate payments based on current interest rates and homes prices.

■ Lawyers

Follow-up

■ Mailer to Targeted Group

■ Open House Visitors ■ Corporate Relocation

It is important for you to explain the contents of the eCard, and if possible, insert the eCard into a computer to demonstrate its features. The recipients should be encouraged to share their eCards with their friends or request an additional copy. The eCard is a new tool for a traditional source of your business.

©2008 CitiMortgage, Inc. CitiMortgage, Inc. does business as Citicorp Mortgage in NM. CitiMortgage, Inc. is an equal housing lender; citimortgage is a registered service mark of Citigroup Inc. ENVISION Real Estate Software, Inc. is a wholly owned subsidiary of CitiMortgage, Inc.

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who should you target with

Realtor ecards ®

Who Else Should You Target? ■ For Sale By Owners (FSBO’s) ■ Expired Listings ■ Pre-Listing Presentation

Past Clients The Situation One of the best ways for a Realtor to build business is to get referrals from past clients. Often, these are satisfied clients who would be more than willing to pass their Realtor’s name along to a friend, family member or co-worker who is looking to buy or sell a home. The National Association of Realtors tells us that 70% of consumers say they would use their Realtor again if they could remember their Realtor’s name. Many Realtors keep a database of their past clients and often send them a postcard or some sort of information to retain name recognition.

■ Mailer to Targeted Group Your Opportunity

■ Family and Friends ■ Lawyers ■ Open House Visitors ■ Corporate Relocation

There is no better referral tool than one that is interactive and allows the consumer to contact you directly. The eCards are the perfect tool to send to your past clients. They have all the same contact information that your regular business cards do. Complete with over 22 movies, 20 articles, and a mortgage calculator, eCards provide your clients with an update on the real estate market. The average person stays in a home less than six years. With eCards, you can increase the possibility they will use you when the time is right for them to make their next move.

The Plan Step #1: Create a database of all your past clients and referral sources. Step #2: Send an eCard with a letter updating your customers on your situation and the market around them. In your letter, you can describe the needs of current buyers. Your past clients may be considering selling their home and your description just might be the incentive they need to list their home. Step #3: Be Creative. Put a colorful label on the packaging telling your client to pass this along to a friend, family member or co-worker for a free home warranty or something else of value. Step #4: You may consider sending a select group of past client three eCards: One for themselves and two to pass along to friends.

Follow-Up In subsequent contacts with past clients, remind them of the eCards you have sent and ask them to let you know if they need any more to give to friends.

©2008 CitiMortgage, Inc. CitiMortgage, Inc. does business as Citicorp Mortgage in NM. CitiMortgage, Inc. is an equal housing lender; citimortgage is a registered service mark of Citigroup Inc. ENVISION Real Estate Software, Inc. is a wholly owned subsidiary of CitiMortgage, Inc.

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who should you target with

Realtor ecards ®

Who Else Should You Target? ■ For Sale By Owners (FSBO’s) ■ Expired Listings ■ Pre-Listing Presentation ■ Mailer to Targeted Group

Lawyers The Situation Lawyers serve as trusted advisors to their clients. The real estate attorney is a required party to real estate transactions in many states. They review contracts prior to closing and are in frequent contact with buyers and sellers. When their clients are informed about the home buying and selling process, as well as steps for obtaining financing, the lawyer’s job is easier. The eCard can be a valuable tool in educating consumers and recommending your services to attorneys’ clients. Divorce attorneys are also in a position to counsel home buyers and sellers. Divorce is a common occurrence in today’s society and necessitates that decisions be made regarding real estate. In many cases, there is a home to sell and subsequent homes to buy. The eCard can be a valuable handout for attorneys explaining this process to clients.

■ Family and Friends Your Opportunity

■ Past Clients ■ Open House Visitors

The eCard replaces the business card typically given to attorneys and provides additional value because of the education it provides the consumer. To be effective, the eCard must be a part of an overall plan to establish rapport with lawyers.

■ Corporate Relocation

Follow-Up Realtors must keep in touch with attorneys on an ongoing basis to build and maintain a strong relationship. Attorneys are often busy with many other aspects of their jobs that are far removed from the home buying or selling process, so it is important to develop a followup plan to make sure that your name, services and eCard will come to mind when an appropriate situation occurs.

©2008 CitiMortgage, Inc. CitiMortgage, Inc. does business as Citicorp Mortgage in NM. CitiMortgage, Inc. is an equal housing lender; citimortgage is a registered service mark of Citigroup Inc. ENVISION Real Estate Software, Inc. is a wholly owned subsidiary of CitiMortgage, Inc.

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who should you target with

Realtor ecards ®

Who Else Should You Target? ■ For Sale By Owners (FSBO’s) ■ Expired Listings

Open House Visitors The Situation In many markets, open houses for the public are a weekly ritual. Prospective buyers enjoy visiting homes at their own pace. Only 10% of all open houses result in the sale of the house on display, but Realtors pursue opportunities to meet potential buyers and sellers. At an open house, you have only a few minutes to make an impression that will differentiate you from other Realtors.

■ Pre-Listing Presentation Your Opportunity

■ Mailer to Targeted Group

■ Lawyers

With your laptop computer set up in a high traffic area, play the eCard movies in a continuous loop. Visitors will spend more time at the home, providing you the opportunity to discuss their situation and offer your services. As you give each visitor an eCard, say, “On my real estate toolkit, there are movies with information you need about the buying and selling process, in addition to a mortgage calculator. My phone number, e-mail link and website link are also included. If I can assist you in any way, please contact me. Also, I will call you in a few days to discuss your real estate needs.”

■ Corporate Relocation

Follow-Up

■ Family and Friends ■ Past Clients

Search the MLS and be prepared to suggest available homes with similar features or in the same price range as the home that was open. Call the prospective clients and ask if they have any questions about the information that was on the eCard. Ask them if they are interested in any of the houses you have selected or if they would like you to prepare a market analysis for them.

©2008 CitiMortgage, Inc. CitiMortgage, Inc. does business as Citicorp Mortgage in NM. CitiMortgage, Inc. is an equal housing lender; citimortgage is a registered service mark of Citigroup Inc. ENVISION Real Estate Software, Inc. is a wholly owned subsidiary of CitiMortgage, Inc.

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who should you target with

Realtor ecards ®

Who Else Should You Target? ■ For Sale By Owners (FSBO’s) ■ Expired Listings ■ Pre-Listing Presentation

Corporate Relocation The Situation Corporations are responsible for many families and individuals relocating to new communities. Through growth and acquisition, many corporations have operations across the country and, in many cases, around the world. Due to transfers and promotions, corporations need their employees to relocate, which typically entails the employee selling an existing home and purchasing another home in the new neighborhood. Corporations often have a contact within their Human Resources department who helps with relocation. Alternatively, the corporation may have a relocation department or contractor who provides these services.

■ Mailer to Targeted Group Your Opportunity

■ Past Clients ■ Past Clients

Anyone who assists the transferee with relocation is in a position to recommend the services of Realtors. The relocation professional is a trusted resource for information that will help transferees adjust to their new community, by putting them in touch with people who can assist them in finding a new home.

■ Open House Visitors Follow-Up

■ Lawyers

The eCard is a perfect addition to any materials you may already be providing to the relocation professional. By offering a distinctive tool for relocation packets, you insure that your name is one of the contacts that is provided by the department. This strategy can be effective when calling on large to mid-sized companies that transfer employees. It can also be something to consider with government institutions and universities which also frequently hire or transfer new employees from out of town. Be sure to call the relocation professional monthly to replenish their supply of eCards.

©2008 CitiMortgage, Inc. CitiMortgage, Inc. does business as Citicorp Mortgage in NM. CitiMortgage, Inc. is an equal housing lender; citimortgage is a registered service mark of Citigroup Inc. ENVISION Real Estate Software, Inc. is a wholly owned subsidiary of CitiMortgage, Inc.