marketing tidbit they didn’t know, a testimonial about a house you just sold and a client who had lost hope until you came along and rescued them from the dank depths of despair. Again, even with the best letter campaign ever, you simply have to follow up. There is no magic letter out there that you can just mail out and have people call you. You might get lucky here and there, but let's be real. If I decided to depend on luck for my business strategy, I might as well go buy lottery tickets because it's not going to be consistent. It's not going to give me the return on investment that I want. It's not going to give me the security. I want to build a healthy retirement and pay whatever I need and want in life. Wow Packages Another idea is what I call a “wow package.” A wow package is similar to a letter because it comes in the mail — but there’s a little more to it than a simple letter. One agent I spoke to had a book ghostwritten, and he's mailing that out, showing that he is the agent who is ready to work with expireds because he specializes in expireds. If you're going to mail out your own wow package, put together a cover letter and something to bulk up the package, such as a book, magazine or branded marketing materials — anything to make the envelope a little bit thicker. There’s been studies done on this, but we know just from human experience that if we get something in the mail and it feels different or stands out, it's going to get more attention and it's going to get more engagement. And whatever you can do to make it more personal is great. Use your hands to write someone’s name on the envelope. Write the address out. Don't even bother to put your brokerage name; they don't care. If it looks like it's a personal piece of mail, people are going to open it because they're curious. Now, maybe you’re reading my ideas about letters and wow packages and the wheels are turning in your head about the way you, personally, would do this. And that’s good. This is not a one-size-fits-all process; you still have to figure out your budget, the time you have to spend on the process and how to make it your own. For example, maybe you have less time and more money, and you want to outsource some of these things. Whatever you choose, you still need a process because if it didn't work the first time, you need to look at it and see why it didn't work and then change whatever was holding it back. Phone Calls Next, let's talk about phone scripts. Now, phone scripts are just a piece of the puzzle. Cold calling is going away fast, and agents who had success with it before are having less and less success, especially with the way text messages have really taken over the last decade. Nevertheless, you still need a basic phone script in your process. Here is one I use:
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