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A Sure Fire Real Estate Listing Lead Campaign - Farming With Expired Listing Letters

Jan 15, 2008
A real estate listing lead is one of the most important assets that you can have as a real estate professional. And have no doubt about it - your very survival is dependent on them.

That's why it behoves you to establish a lead generating system effective for getting them. You should get as many as you can from diverse sources, so that when one source dries up the others will continue being productive.

Expired Listing Letters as a Real Estate Marketing Tool

Expired listing letters are great business building tools. They're effective for new agents who don't have an aggressive "in your face" style and can also be productive for veteran agents just looking to increase their real estate market share.

While mailing letters is a passive activity the results can be exhilaratingly successful. With the right letters and approach your real estate listing lead campaign can be a big success, and can in effect be a strategy that won't fail you until you fail it.

The content of your letters should leave no doubt about why owners of expired listings should renew their listings with you. From encouraging letters listing the benefits of doing business with you through a description of what makes you different, your expired listing letters can reinforce why you should be their Realtor of choice.

Expired Listing Letter Templates

Do you own a collection of letter templates- letters that you can whip out on a moment's notice to use "as is" or personalize in a matter of minutes for the occasion at hand? If not, an investment in some might be in order.

With prewritten letters you avoid the time, energy, frustration and expense of personally writing letters - which may or may not end up being as effective as you need them to be. Imagine how disappointed you'll be if you spent weeks writing letters that generated no response.

And you can spend weeks writing them. Although I'm a faster writer now than I was a year ago at times it still takes me a couple or three hours to write a dynamic letter, one that will generate the kind of response I want it to. You also probably have a sense of when you've written a really good letter, or not.

But with proven prewritten letters it's an entirely different ball game. All you have to do is decide which letter you want to mail and then do it. You could be downloading and using hundreds of letters in less time than it takes to fix a cup of coffee. Speed and convenience is a wonderful thing.

Why You Should Use Letters

Letters are a subtle way to bring up problems and offer solutions. If you know about problems that your sellers are experiencing a letter that addresses them and provides effective solutions is a great way to generate leads.

For example, sellers are frustrated because their homes didn't sell; may be strapped for cash because they have two mortgages; need to sell their home so that they can move to another city to start a new job. The point here is to bring up problems they're likely dealing with and then offer solutions and position yourself as the solution provider.

In closing, people still enjoy receiving helpful information and opening letters and when you grab their attention with effective opening statements it will entice them to read and learn more. And isn't that what you want them to do?
About the Author
Click Farming Expired Listings to learn how to average 1 or more listings a week and Real Estate Marketing Talk for more lead generating ideas.
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