Direct mail is the most reliable and tried-and-true way to generate seller leads at scale. The leads that respond to a letter are top-notch. If you’re targeting an area with an older demographic and homes on the less expensive side of what’s available on the market, that’s the direction you want to go. Direct mail doesn’t work as well in the higher price points.
There are three basic types of lists to generate seller leads. The first is an equity list. This is your general farm of people who have enough equity in their homes to pay you. It’s probably an area of town where homes sell a lot. The next type of list is the distressed list. These are people going through financial hardships or life events motivating them to sell. These include pre-foreclosures, expireds, and even FSBOs.
At this point, you’ve exported, you've cleaned, you’ve de-duplicated, and you’ve added missing information and sent out your reconnect email to your own database. Now you meet with your team to explain the benefits of a 36-touch nurture plan for their database, too. I highly recommend you pass around a copy of “The Millionaire Real Estate Agent'' and have them read the lead generation model. This should be required reading for anyone in the United States that’s looking to compete in the modern economy. Do not discount the fact that it was written back in 2004.
It’s time to write a reconnect message that goes out to your entire database, meaning, of course, everyone you know—your past clients, your sphere, your current listings, your buyers, etc. It should sound like a personal message from you that’s honest and authentic in tone. How do you even write that? Let me walk you through the principles of crafting such a message so that you can teach your team and truly make it your own.
I can’t stress this enough: It’s all about getting the right phone number.
If you run a brokerage, this lesson should be required onboarding for any agent you hire, but it’s also a fundamental principle of business that you should pay close attention to yourself.
After you've made your list of business owners to potentially co-advertise with, you need to approach them with your proposition. If these are people you already know, you can easily do this through a phone call or email.
The first thing you need to do is build a list of business owners, ideally starting with the people you know first, and then on to the people who you don’t know yet. Think about the people you write checks to, those who made money off past deals by going through all your deals, and those you spend your money with—a car salesperson, your dentist, and so on.
A calling assistant is a part-time, flexible, work-from-home position that just about any good verbal communicator can do. For $12 an hour or less at 20 hours, this position will cost you about $1,000 a month. With this investment, you could have someone calling out to your list with a message or something of value like an event invitation, followed by asking for a referral or a review.
So you want to build your team. Where do you even start? Here are the first two steps of the process you need to follow:
A workshop is nothing more than a helpful, education-based sales presentation done at scale. Essentially, it’s your written listing presentation that you give via webinar (or present in a library and/or meeting room when there’s not a global pandemic).