“I need a sample expired listing letter to send out. I am new and want to make sure that I send out the right letter to the homeowners. Thank you.” wrote a real estate agent from California recently.
It took me more than two years to perfect my expired listing letter I sent to the expireds with my resume. Writing, testing, rewriting, testing, editing… I kept looking for that perfect letter that would make finally my phone ring with “Please, come list our house!” But it never happened. Why? Here is the problem…
When a listing expires, the sellers receive twenty… thirty… even fifty expired listing letters within the first three days! That is one BIG stack of letters. It makes no difference how strong, well written, and powerful your letter is, it will get lost in the pile of others. That’s the bad news. Does it mean you should not use mail to communicate with the expired listings? Of course not.
The answer is not in just ONE letter. One expired listing letter will never get it done. If you really want to list expireds consistently, you must use several contacts using multiple real estate marketing methods. Here is an example…
Some home sellers prefer letters. They open every one and read it carefully. With these folks, a set of well written letters can make the biggest difference. Other expired listings respond better to your post cards. They prefer short, snappy messages, and they like the interesting visuals.
Others sellers review your resume page by page. They may even call a reference or two. Some will closely read your web site. Some will read emails you send them. Some only like to talk with you on the phone, and ignore any mailings. And some prefer to do business the old fashioned way and meet you in person. It just depends…
And then there is another group of home owners that you need to approach using a mix of all the real estate marketing tools you have at your disposal. Since you don’t know what will work with whom, you have to do it all, do it well, and do it consistently (the Expired Plus system comes with an entire set of great expired listing letters and marketing).
How long should you keep the mail going? Until you (or anther real estate agent) list the house. It was common for me to list homes that had expired six… eight… even twelve months prior.
Most real estate agents quit after just a few mailings. If you stay persistent, keep mailing them well written expired listing letters, postcards, and updates – anything that’s interesting, it will pay of handsomely.