The number of listing your office has will directly ...



Listing Techniques …

Proven Methods to Increase Your Sales

The number of listings you and your office have will directly predict your income and sales. If you want to increase and better control your sales and income you need to increase the number, diversity and quality of your listings. This has been proven to be the single best predictor of your income, sales and growth from year to year. Your results are directly (over 95%) dependent on your efforts and ability to gain more and better listings.

This market demands more listings than ever. With listings to sales ratios increasing from 2.5 to over 4 in most areas, this means you need 4 listings to make 1 sale in today’s market versus only 2.5 in 2007. And although the quality (priced right primarily) is also very important, it is the number of listings that best predicts ultimate sales volume and income.

Your Home Office and specifically your Business Consultant is 150% dedicated to your success and helping you reach your goals. In the spirit of providing you with some new ideas and programs to help you increase listings, we have compiled a list of some of the best and proven techniques perfected by the top United Country agents and auctioneers over the years. Review the following list and see if there are a few new ideas for you and your team to implement to obtain additional listings. Successful real estate professionals will be actively executing one or more of these listing techniques every single day. If you have any questions about how to work one of these programs call your area Business Consultant, Mike Duffy, at the Home Office or learn more on the Intranet. Either way we stand ready to help you achieve your income goal.

Proven Listing Techniques;

• Listing Presentations (free): Ensure you and everyone on your team has a rock-solid listing presentation that no one else could offer or beat, so when you go on an appointment you get the listing. Your listing presentation will also demonstrate why your commissions are higher than others - because you offer more, unique and better marketing! Sellers want the best, not the cheapest.

Whether your style is verbal, a printed presentation, or using other marketing examples (brochures, etc), without a United Country listing presentation explaining why you are the right (best) choice and justifying higher commission rates, you will not be differentiated and will not win as many listings or earn higher commissions – You own the core power of the United Country brand. So…

o Utilize the United Country listing presentation templates, listing kit and support materials, magazines, “Advertising That Gets Results” brochure, “Experience & Exposure” brochure, internet traffic charts, your lifestyle brochures and more. These are all available from the Home Office and found for free on the UC Intranet (under “Listing Support Materials”), Incorporate this UC information with your office local programs and information.

o Print a List of Potential Buyers:  Use the UC “Contact Search” in Bullseye to generate a buyer search matching the type of property you are hoping to list.  Print the list of potential buyers and take it to your next listing presentation. This can be a great tool to build seller confidence that you have buyers interested in their property type or area.

o Practice listing presentation skills in weekly team meetings. This helps everyone and generates suggestions from the whole team.

o Customize the free listing presentation templates for you, your office, and special property types / groups (SPGs). Build a SPG presentation for each property type your sell and have them ready to go at any moment.

• Referrals (free): Statistically, there is no better advertising than word-of-mouth from family or friends. Staying in touch with your “Circle of Influence”, especially past clients will be your primary source of future listings.

o Build and maintain a list of every person you know, who knows you by name or recognizes you when they see you, especially family, friends, associates, local business leaders, bankers, title companies, new people you meet and past clients – this list is called your “Circle or Sphere of Influence”. Contact and re-contact your “Circle of Influence” and share your recent successes or new marketing programs you are offering, Most importantly ask them for a listing or referral every time. You can send an email, letter, postcard, personal phone call, personal visit, social media or leverage a chance meeting at the local coffee shop.

▪ For example, share the new “Advertising Brochure / Advertising Broadside”, “Tri-fold Experience & Exposure Brochure” or catalog with all your sphere of influence.

o Send out a hard copy letter at least once every 6 months with 5 business cards and ask the client for their help in sharing information about your services with others that may be thinking of buying or selling real estate.

o Provide your current listing sellers with business cards that they can hand out at work, to friends, etc as advertising for their property. This is free advertising for you and will lead to more listing referrals.

o Leave at least one catalog, once a quarter, with everyone in your circle of influence.  In your drop off ask, “If you or anyone you know would like to see their property in the next issue, please let me know. I distribute these nationally” … works like a champ every time and costs $0.

o Sample Referral Script:

"As you know I am in real estate, I have buyers (confidentials) and I need to build my listing base right now. I was wondering if you know anyone who may be listing their house or property in the near future?”

• Just Listed / Just Sold Postcards; This easy to use and economical program is found on the UC Intranet and shows local property owners your sales and marketing power. Rated #1 listing technique by top UC agents in a recent poll.

o When you sell a specific property type, mail a postcard to others who own similar properties. For example, a luxury home, a home in a specific neighborhood, riverfront property, a farm, a hunting property, a business etc. One associate got several listings by mailing a card featuring SOLD properties that adjoined the national forest to others whose property adjoined the national forest.

o Do radius mailings, for example to the closet 100 addresses, through the UC Postcard Program, UC Purchased Names Program or USPS “Every Door Direct” Program to let neighboring property owners know of new listings and just sold properties. It is a proven listing generator (and can find buyers too).

o After the sale of a property, go to the UC Postcard Program and create a postcard with the photo(s) of the property you just sold with a headline across the bottom of card stating a positive statement about the sale, such as “Sold in 90 days!”, “Have more buyers for this type of property”, “Sold through our exclusive advertising program”, “Sold through our confidential buyer list”, etc. Then send this card to property owners in a 5+ mile radius or closest 100+ properties to solicit listings. 

o Research the different property types or neighborhoods in your town (via the MLS) to find the property type / neighborhood with the highest turnover rate. Then start a mailing program to that property type / neighborhood and become the "property type / neighborhood expert". Find out everything there is to know about that property type or neighborhood, so when you do go on a listing appointment you can stand out. (The point about turnover rate is simply that if you are going to mail 100+ pieces into a neighborhood, would you rather mail to a neighborhood where 5 houses a year sell in or 50 houses a year? It’s a higher return on investment. As an aside, most agents make the mistake of mailing to a neighborhood they like, but, often times it will have a low turnover rate because the people living there like it too! Turnover rate is key for a mailing program.) As you may know, however this approach starts to work best after the 3rd or 4th mailing, so if mailed once every 6 months, it may take a few months for this to kick in. But, every mailing has to establish that you have a unique program and are a neighborhood / property type expert.

• Virtual Postcards (free): The free “virtual postcards” in Bulls Eye are powerful listing (and selling) tools. Send virtual postcards of just listed or just sold properties to your entire circle of influence in addition to potential buyers. This will show potential future listing clients the type of marketing you do while you look for new buyers. Include the UC “pie chart of tools” when sending out virtual postcards, as many buyers are also selling properties as well.  Upload the graphic as a link in the virtual postcard that can be clicked on to view the chart, rather than attaching a file, which may cause all of it to be kicked out by spam filters.

• Email Marketing Campaigns (free): In addition to property emails mentioned above, develop a newsletter (you can use the newsletter developed quarterly by the Home Office) and send it consistently once a quarter. It’s free and keeps your name fresh with the potential sellers and buyers. It does not need to promote a property. We recommend you include recent sales in the area (whether or not it is your sales data), send info on upcoming events, provide tips and then email the links in the form of a newsletter. If you do not have time to customize a newsletter, simply forward on the UC Quarterly Newsletter email provided by the Home Office. 

• Letters:

Many top UC listing agents exclusively use physical letters as their sole listing technique. Dozens of letter templates, ready to use, are available on both the Intranet and Bullseye. Simply add your name and mail or customize them as much as you like. What was once “junk mail” is now rare – a letter. (The new junk mail is email / SPAM.) A straight forward, honest letter explaining what’s new in your office, what’s new at United Country, how the market is doing, your points of difference and asking for listings works. Sent once every six months to your circle of influence and target property owners will position you as the primary realtor when your clients decide to sell or buy real estate. Remember 54% of clients do not know their realtor or auctioneer yet. Commit to sending 2+ per day and you will always have your phone ringing with new listing clients. Top listing agents send over 500 at a time to their target mailing lists 2-4 times per year.

• FSBO Programs (free):  Now more than ever FSBOs (“For Sale by Owners”) need help finding buyers and understanding the complexities of selling a property. Only 0-5% of local realtors approach FSBOs. Less than 1% contact them more than once. If you pursue them you will get at least half of them.

FSBOs want to sell their properties and do not know an agent, had a bad agent or do not understand what value you can provide. Only 2% of properties are successfully sold FSBO without an agent! Follow the FSBO program options below for fantastic results.

o The key to listing FSBOs is consistent and systematic follow up.  Most FSBO sellers won’t be ready for a true listing appointment until at least the third to sixth contact.  This provides repeated opportunities for you to build the relationship by adding value.  Each time provide them with beneficial information like neighborhood data, a comparative market analysis, property profile information or a pre-listing presentation.  Call and let them know when other homes come up for sale, go under contract, and sell in their area.  Treat each contact as a chance to show your worth as an agent. Eventually they will list with you.

o Personally, stop by FSBOs and introduce yourself and offer help if needed. At minimum ask if you can bring interested buyers by. You may also ask to tour the property to understand it better in case you are working with a buyer looking for something like their property. Leave a card if they have any questions about the complex real estate issues. Send a follow-up thank you letter or email.

o Ask Three Qualifying Questions:

1) “If I brought you a qualified buyer, would you be willing to pay me a 3% commission?” If yes, continue on to the next question.

2) “How long are you going to try to sell your home on your own before you explore other options?”  Cut their answer in half for practical purposes. So, if they say 2 months, they will likely list in a month.  If their answer is 6 months or less, continue on to the next question.

3) “If you don’t sell your home by that time, what other options will you consider?”  Again, this is to ensure that an agent is not their relative or best friend and you don’t waste too much time and effort. If they are open to the possibility of interviewing agents in the future, place them in your lead follow-up campaign and move on to contacting the next FSBO seller!

o You might consider doing a complimentary CMA, so they can realize the value of your access to the MLS, recent sales, etc. - resources for property information that have recently sold or are active right now (i.e. their competition); all very important in getting the sales price right.

o Send FSBO letters / emails found on the UCIntranet and in Bulls Eye to local FSBOs you would want as listings. A detailed system and series of letters / emails is found on the UCIntranet that is successful in getting FSBOs over 80% of the time.

o Consider taking a reverse psychology approach with FSBOs. They have already indicated they have an aversion to real estate professionals simply by going FSBO. So, stopping by and asking to list their home only annoys them. One approach is to stop by and offer them something they need. For instance, do they have the proper state disclosures? Can you provide a little booklet describing the selling process (you can download one available now on the UC Intranet)? Give it to the FSBO, no strings attached and simply let them know that you wish them luck and if they have any questions throughout the process to give you a call. This approach works very well and remember don’t be too aggressive and try to get the listing today – let them come to you – they will soon.

o Another method for working FSBO's that a leading UC office has used for years is called the “The Special Listing Agreement”.  Actually, it is an amendment to an Exclusive Right to Sale Listing Agreement that states that if the Seller procures the Buyer, the commission is cut in half.  As already stated, you need to approach a FSBO with something different.  This approach simulates the way you pay other real estate companies up to half the commission – so, why not treat the Seller the same way.  Although state law will not allow you to pay an unlicensed person a commission, you can lower your commission if the Seller provides the Buyer. The other part of the proposal to the Seller involves what we all know to be true - locating a Buyer is usually just half the battle.  The Seller will need help with contracts, amendments, financing for the buyer, home inspections, possible title problems and surveys.  If they list with you, and they can get a buyer interested – you will take it from there, and they save half of a commission. In the end, if you are successful in obtaining the FSBO listing, the odds are on your side that you will obtain a buyer before the FSBO seller does; and receive a full commission.  However, it does happen the other way.  This type of Special FSBO Listing Agreement can put the FSBO seller and you on the same side of the ball - an incentive for both to locate a buyer for the property.

• Out of Town Property Owners:  Look up property records to get out of town owners and mail template letters to them (templates available in Bulls Eye or on the UCIntranet). Many times, you can get property owner data from the county, if not, you can get it from the United Country Purchased Names program found on the UC Intranet. Out of area owners may not and most likely don’t know a real estate professional in the area and will respond now or when they are ready to sell. Very effective - many UC offices use this as their primary listing technique. Also mail to them in late August, just before they receive their tax bill for the property for that year. This comes at a time they will most likely question the property’s value vs the taxes they pay each year, especially if they are not using the property much. It is important to send property owners “information” about market conditions in the area of their property (for example recent sold data – yours and others), versus a general “solicitation” if possible. Be well versed in the market segment of the property type they own and then communicate that information to owners who may be thinking about selling and they will view you as the expert.

• Milk Run (free): Plan daily stops at different coffee shops, restaurants, gas stations, barber shops, other businesses, customers’ homes, etc. each week and repeat it every few months just to say hello. This networking will keep you top-of-mind as their real estate agent or auctioneer. Distribute catalogs, samplers, brochures and business cards as the reason for your stop by and to stimulate conversation. Try to talk about real estate, current listings, sales, news and issues.

Also stop by property types you want to list and explain our specialized, unique marketing to the property owners. For example, explain to farmers you own numerous farm and land websites that perform on page #1 of Google searches. Explain no other realtor or auctioneer has such “specialty sites”. Explain how only you have access to the national database of farm buyers, etc. You can capture these property type specific marketing facts in a letter, flier or brochure to leave with them demonstrating you are the only real estate professional specializing in their property type with access to these unique tools to help them when ready to sell.

It is important to just “stop by” and not spend a significant amount of time in each business. Remember, people want to work with a busy person, so always be headed somewhere else when you stop by to say hello.

• Community Groups and Events (free): Participate in local groups and events (fairs, trade shows, parades, etc.) to further increase your network and circle of influence. Request a “fair booth” from the Home Office and attend local events that allow you to set up your own booth. Hand out catalogs, business cards and Advertising Brochures (“the Advertising Broadside” or “Experience & Exposure Trifold”). Join the local Ducks Unlimited (DU), Rocky Mountain Elk Foundation (RMEF), and Future Farmers of America (FFA) Chapter and explain our partnership.

Invite local property owners, other realtors, and auctioneers to a free Real Estate seminar on 1031s, Structured Sales, Auction Orientation or other real estate related topics. Ask area business professionals to speak at events you set up (i.e. the director of the FSA office to speak to farmers about changes to the new farm bill, CRP, EQIP, WRP programs, etc.). You can put their presentations in your company folders with your materials, so attendees take them home. The Home Office can provide you with presentations, content, information, materials, folders and even speakers to help with such an event.

• Strategic Partners (free): Introduce yourself to the local John Deere Dealership and discuss our strategic partnership with them (details can be found on the Intranet, including a letter describing the partnership from John Deere to their dealers). Ask to leave your business cards, catalogs, and / or brochures on their counter. Attend, support, sponsor and join local DU and RMEF chapters, events and meetings. No local chapter? … start one, the Home Office can show you how! Get involved with our strategic partners, not only do they serve great causes directly relevant to your clients, they expand your circle of influence with the right people which will grow your business.

• Business Cards: Ensure you personally hand-out 5 business cards minimum per week. Leave business cards at local restaurants, businesses and other locations around town where property owners and visiting buyers will find them easily. Always hand at two at a time and ask them to refer you to a friend that needs a realtor or auctioneer.

• Run Unique Newspaper or other Ads for Listings: Run ads explaining that you have buyers and need listings, have more powerful marketing programs and are selling property.

Examples;

o “United Country- {Company Name} is in Trouble…. we have more buyers than property available”. Some offices actually list specific first names / last initial and what they are looking for of actual buyer confidentials.

o “Buyer of the Week” ad for associates. Run a small classified ad with one buyer who wants to buy a property type that is common in your area.

o Advertise that “United Country has the most powerful tools to sell real estate”. Mention one of them, like top websites, specialty websites, huge national buyer databases, national exclusive print, etc.

o Use ads that feature a new UC differentiator each week to showcase the difference between UC and other companies. 

o Consider placing your ads in an unexpected page, like the local business or on the obituary page, as they are the most read pages in a local paper or chose other unexpected well-read pages to break through the clutter of all the other real estate ads.  Focus on Wednesday or Sunday issues only as they are more widely read than the others days.

o Show a new buyer photo, with your agent and a Sold yard sign with a headline and body copy welcoming the new owners from out of town. This type ad shows local property owners you have the tools and ability to market local properties nationwide and that you are successful selling, not just listing.

o Take the newest catalog out to the listing that was included in that edition and take the agent photo in front of the property, next to the UC sign. The ad then reads- “Congratulations to {Name of the Property owner}, their home was recently featured in the United Country {Office Name} exclusive national real estate catalog. To learn more about United Country’s unique national advertising program and how it could benefit your home call {UC agent} today!”

o Never do any ad without making a statement about why you are the best choice for listing someone’s property. Whether a typical classified ad, your business card, office sign or any marketing always tell potential clients what makes you the best choice. For example, “National Marketing, Local Expertise” at minimum. Or add anything that only you offer like “over 3 Million visitors per month, exclusive top ranked websites, specialty sites, national database of buyers, national magazine print ads, etc.

o Many other listing ad templates can be found on the UC Intranet.

• Reverse Confidential (free): Call the Home Office for specific property type buyer confidentials i.e., dairy farm buyers, hunting property buyers, area residential buyers, bed & breakfast buyers, timberland buyers, etc. Then advertise specific buyers and your need for listings, for example “John H. from Baltimore, MD looking for a dairy farm”. Show property owners buyers looking for their type property or advertise your need for listings to help with this buyer(s). You can also use these buyers to leverage the very successful “Door Knocking” listing technique detailed below.

• “Door Knocking” (free): A top 1% office uses this technique exclusively to achieve top office rankings year after year. Every agent and auctioneer in this office of eight uses this technique every morning from 9am until noon. Each day from noon on, they take out buyers and ask them to point out houses / properties they like, even if they are not for sale. As the buyers point out houses / properties not for sale they like, the agent / auctioneer writes down specifically why they say they like the house / property. They continue to drive the buyers around until they have pointed out 5-10 not for sale properties they like, then show them for sale properties they may want. The very next morning, they drive to the 5-10 not for sale properties the buyers liked and pointed out the day before. They knock on the door and introduce themselves giving the home / property owner their business card. They explain they specialize in that area and type of property and work with a lot of buyers looking at their property type. Mention that just yesterday they were working with a buyer who specifically pointed out their property as one they liked and why. Then you ask if by chance they may be willing to consider selling. If not, do they know a neighbor thinking about selling soon, as the buyer liked the neighborhood or area a lot? If so ask if they would mind if you mention their neighbor suggested you stop by. If not leave them with a brochure and ask them if they ever consider selling in the future give you a call as you specialize in the area and work with a lot of buyers for their property type. Record their name and address and add them to your circle of influence list (see above), then send a nice note stating it was nice meeting them, ask them to provide your card to anyone they may know is selling as you mentioned you have buyers and include 2 business cards. Now that they are in your circle of influence, you can communicate in some fashion once every 6 months minimum, and when they do decide to sell, they will call you.

Given that this office has eight team members doing this every day, they constantly get leads daily for past activity that the office manager hands them daily as previous visited property owners eventually call in when ready to sell. Again, this disciplined team effort has kept this office growing and as a top office for over 9 years. They cite it as the single reason why they are consistently so successful.

Additional Sample “Door Knocking” Scripts:

Just Listed Door Knocking Script:

o “Hi, I’m {name} with United Country Real Estate and we just put your neighbor’s home on 123 Main Street up for sale. Did you notice that it was now on the market?”  Wait for a response and proceed with: “Great! Well I stopped by because I do everything I can to get homes sold, and I know that the ultimate purchaser of a home is often a friend, family member or acquaintance of someone that already lives in the same neighborhood. So I wanted to know if you know anyone looking to buy or sell a home in the near future?”

Sold or Sale Pending Door Knocking Script:

o “Hi, I’m {name} with United Country Real Estate and just sold your neighbor’s home over on 123 Main Street, but I have a new problem.  We generated so much interest in marketing the home that we had several interested home buyers that also want to live in your neighborhood.  So, we are now reaching out to all of the neighbors to see if you know anyone else looking to sell their home in the near future?” 

• Expired Listings (free): Sellers are now really motivated and want a better agent, they are looking for a more proactive agent, with better marketing. They want to know who the top agent is. In order to gain an advantage, you can do something to stand out and do it immediately, the morning the listing expires. A simple phone call, email or visit introducing yourself is great and confirming they still want to sell their property may work sometimes but doing or offering something to standout will work more often. Include information about how you are different. Explain the advantages and differences of your office and the UC program.

o Use the letters on the intranet or Bulls eye, Advertising That Gets Results Brochure, Experience and Exposure Trifold Flier or a custom office letter found under the theme of – “Need the best marketing for your property?”

In most cases only 1-2%, if any, local area real estate professionals will reach out to expired listings. Those few that do are always the leading realtors and auctioneers in that market. The property did not sell, so the property owner is most open to a change right at that moment. To that point, they are also more open to a price reduction (if needed - many times the reason the house did not sell), paint the house, replace carpet, fix problems, - they want your advice – they want to sell – even more so than 6 months ago! Think about it … these are the ultimate listing prospects.

You can determine expired listings by reviewing that information on your MLS every morning when you get to work. Reach out to the property owner immediately to win.

Sample Expired Listing Script:

“Hi, I’m {name} with United Country Real Estate.  I noticed that your home showed up on the multiple listing service as an expired listing, and I called to see if you are still interested in selling your home?”  If yes, proceed with: “I have a very unique and proven marketing program designed to provide broader exposure for your home. Would you be interested in me stopping by to show you this program?” If not interested, proceed with: “Just out of curiosity, if I were to present a contract for the sale of your house tomorrow, would you be open to it?”  If they are open to the possibility of selling their home, ask for their email address and phone number place them in your lead follow-up campaign to regularly provide them with useful information like a CMA (comparative market analysis) or status updates of when homes are listed or sold in their neighborhood.

Expired Listings – a Proven Method

A solid strategy for getting more listings, which has proven successful

Many great realtors have chased expired listings and failed it in more ways than most can imagine, but it can be mastered. Expired listings are the perfect niche to pursue, and amazingly less than 2% of realtors do. And for those that do, having the right strategy and process will determine whether your efforts will accrue into something tangible.

For one agent, Bill Tierney, that had pursued “Expired listings” with no results, he realized it was his process that he needed to modify. It hit him when one of his friend’s houses expired. What he saw was a plethora of poorly executed marketing. And he realized that he was guilty of the same mistake, he was a “one-and-done” marketer just like his peers.

This was his “aha moment” in his now highly effective and profitable expired listing campaign. He realized he needed to stand out, and he could do just that via smart and easy proper follow-up. He had heard many times that advertising needs repetition before it becomes effective.

The possibility

In his friend’s expired listing experience, he got a few of “I am sorry your home didn’t sell” letters, from a few smart realtors. And this attempt was followed up by a very, very rare few phone calls to the home. Of seven letters, only one sent a follow-up letter asking why he had not responded to the initial letter. {and notice only 7 agents even tried out of hundreds that should have}. This is when it hit him: It is widely believed marketing takes a minimum of 3 touches to be heard, to get a response. Why not send a note to the expired, followed up by a schedule of additional notes, letters, postcards or phone calls for the next weeks?

The method

He decided that the expired listings in his area needed to receive a handwritten note. This note would ask why their home did not sell. And then he would send this list a series of postcards every two weeks for four months. This became a very effective and winning approach. But, it was a time drain.

After 12 years of Catholic school, he still had writing that could best be described as deplorable, so his handwritten notes were a chore. And then, he still had to gather the list of expired listings from his multiple listing service, find proper names and mailing addresses, write a note to them and then key them up for postcards. This was a great idea, but it sure filled up time he was rapidly losing on his new stable of listings, showings and closings.

The effects of leverage

So, he had his “aha moment” followed by success, followed by the ensuing trough of success — that is where one usually stops doing what created the success in the first place. But if he wanted to continue to grow using this now effective listing technique he had to find an easier, less time-consuming process. Surely there had to be a way to leverage the success and create some consistency to the process without as much time required.

Making it easy and minimizing time required to execute

First, he found a way to source the expired listings in a bulk list daily, a “.CSV file” – like an Excel list. There is a company called  that provides a list of expired listings sorted to your criteria. This company was a time saver, and a time-leverage tool that became irreplaceable.

Next, he found a way to recreate a “handwritten” note in bulk. He found , which created a Microsoft Word font based on his individual handwriting. This allowed him to up his note card ability via the mail merge from the Landvoice CSV file.

Lastly, he was able to create a schedule of postcard mailings generated from his lists of expired listings. Those listings would receive postcards from him for the following four months, in a two-week cycle. He keeps this in a simple spreadsheet.

Using United Country’s recommended postcard partner on the UC Intranet , you are able to create branded postcards that go out to your expired listings. His campaign highlights a simple message, “I am sorry to see that your home did not sell. I have been able achieved success with an enhanced marketing program. If you are thinking of placing your home back on the market. …”

For the past several years, he has found this to be a simple and highly effective campaign to run on a regular basis and grow his business.

Edited and enhanced by Mike Duffy, original base content by Bill Tierney. He uses the tagline “The Internet Savvy Agent,” as Bill is an avid believer in using today’s technology to improve the buyer/seller experience.

• Withdrawn / Cancelled Listings (free): Like Expired Listing, these properties did not sell. The property owners many times still want to sell but are not at all happy with their current agent. Give them a call or send them a letter explaining how you offer unique, better selling tools through your expertise and your differentiated United Country program tools. (see Expired Listings Information Above)

• UC Catalogs (free): Make sure to get the most recent catalogs to your circle of influence, convenience stores, business leaders, doctors, banks, title companies, lawyers, mortgage lenders, local airports and other’s offices for their use and for their coffee tables. Additionally, make sure you put out Samplers and racks around town. Order door hangers from UCIntranet and hang catalogs in a neighborhood or property you’d like to list. Keep catalogs in your car to leave wherever you are. These catalogs demonstrate your uniqueness and national scope. Only you offer nationally distributed catalogs of local listings, leverage this unique differentiator to show local property owners you offer more and better marketing – that’s what they want and will list with you when ready to sell.

Remember to insert a page or more of information about your office, additional listings from your office, a business card and other marketing materials on your office’s page. Additionally, adhere small business card size stickers to the front cover with your business card information included. This way even after the inserted material is gone, the potential seller or buyer can contact you.

• Hot Sheet Advertising of your Differentiators: Use the back side of the local property hot sheet (flier of new listings / featured listing you are promoting) to display the UC “pie chart of tools” that only you can bring to the table vs the small “slice of the pie” other non-UC offices offer.  Put hot sheets in catalogs, samplers, lifestyle brochures and other areas where the public can take or view them. Both of these items (the Hot Sheet template and “UC Pie Chart of Services” ad) are downloadable from the UC Intranet.

• Recent Sales: Show the local market you are selling property via any form of marketing; this technique works. Don’t just advertise “For Sale” properties… advertising some “Sold” properties will drive property owners to list with you when they are ready to sell.

o SOLD Signs on all properties that have sold.

o Stamp SOLD on all sold properties and include them in your display ad in your local paper with a ratio of 1 sold to three for sales.

o Regional SOLD ads in regional papers. Get other UC brokers and auctioneers together and run a list of solds in large regional papers. It shows UC is selling when others are not.

o Feature SOLD properties that sold as a result of specific United Country tools. For example, run a list of properties that sold to out of area buyers as a result of one of the many United Country Internet Sites or buyer confidential in your local paper(s).

o Send out “Just Sold” postcards described above.

o Welcome new buyers to the area (an implied “Just Sold”) in the newspaper or Social Media.

o Change listing headline in Bullseye to SOLD or PENDING or put a “Sold” banner over picture.

o Make sure the “Recently Sold” button on your website is populating correctly (defaults to show the last 3 months of listings marked as show on internet – you can ask the Home Office to expand it to show more months as desired).

• Office Listing Events / Routine (free): Designate a listing day for your office each week, or daily listing time block (example from 9-11am or 4-6pm).   Do not allow anyone to just sit in the office waiting for the phone to ring or someone to walk in. Everyone executes one or more listing technique(s) and offer a prize for the most listings that day / week. Designate a day to do nothing but hit the town, shake hands and hand out business cards, catalogs and lifestyle brochures or any execute any listing technique. Give an award to that team member to hand out the most business cards, catalogs or brochures, etc. Also consider listing promotions for your agents, like a $5 gas card per listing paid out in front of the whole team in weekly meetings.

o Ensure everyone on the team has one or more listing techniques they are executing at all times. Share listing technique success stories amongst the team in weekly meetings.

o Build listing plans for every agent. Specific listing activities to be completed each day / week. As easy as 1 expired listing call per day, 1 letter per day, etc.

o Agree to a new technique to be used the following week by all and then report success of each technique. Use the techniques outlined in this document as potential listing techniques your team can review and choose from based on their own personal preference.

• Listing Agent: Hire one associate as a full time listing associate. 100% actively executing listing techniques to drive listings into the office.  This works best when done as an apprenticeship. It makes an interesting add to the team and the person can grow into a showing position if they choose but shows them that listings will make them more money.

• Adjoining Properties (free): Phone, mail, email and/or visit in person all adjoining owners to all listings to see if they want to buy or know of anyone who may want to buy the listing. Even if they don’t want it, you will list their property if they too want to sell either that day or in the future and will pick up referrals of others they know are wanting to sell / buy.

• Tell 20 (100) free: For every listing you get, personally visit the closet 20 properties you would like to list and introduce yourself, hand them a flier, or at least talk to them about the listing for sale. Leave them with a business card and catalog. And / or mail a postcard, flier or letter to the closest 100+ property owners announcing the new listing. The closest 100+ names and addresses are readily available on the UC Intranet under the UC Postcard or UC Purchased Names Programs. Additionally, you can use the post office to deliver to nearby selected homes / properties (to learn more visit: business/every-door-direct-mail.htm ).

• Team Work (free): Use the power of the entire United Country team. When you are doing a listing presentation for a large or unique listing, get a list of properties other United Country affiliates have sold that are similar. For example, maybe you haven’t sold many large ranches, hotels or historic homes … remember, no one has sold more of these or many other property types than United Country as a whole. Also, remember you are United Country to your clients and in your market, not Kansas City. The entire UC network is your team, so call your Business Consultant or the Home Office staff for help and for advice. We can even join you on the phone or in person for important listings. Also, the new Specialty Property Group (SPG) sites on the Intranet include a volunteer UC niche expert to help you. Use the experience of the entire UC team to your advantage to win and market any listing. Lastly, if you need help promoting your office to gain listings, contact the EMS team in the Home Office for ideas, a plan and custom marketing materials.

• Social Networking (free): Immediately get into Social Networking and connect via LinkedIn, Facebook, Twitter, etc. to as many people in your town and circle of influence as possible (which you can find by doing a search on the Social Media platform) and then start to establish yourself as an expert through your posts. You can also start a blog to establish your expertise as well and write about local real estate topics or issues and answer real estate questions for others on your blog. Additionally, on your Google Places free online enhanced office ad there is a place to add a promotion. Simply offer a free catalog to those who stop by to increase foot traffic of those searching for real estate offices in your area. {Watch the UC social media webinar for more information.}

In any case ensure everyone in your office identifies at least 1 or more technique(s) they will commit to using each day and week to ensure consistent performance for themselves and the team.

Again, these are just a few suggestions and programs to consider from some of the most successful agents and auctioneers in United Country. If you need more information or help implementing any of these listing programs or need more ideas please contact your Business Consultant or Mike Duffy in the Home Office.

Good luck with your listing efforts and remember sales will follow. The key is quantity (10-30 minimum per agent available for sale now; 1-2 auctions currently booked), quality (priced fairly and desirable) and variety.

Authored by Doug Adams, Ted Laatz, Bill Baker, Joe Karpinski, Duane Swenk, Jim Graves, Dave Rose, Richard Thompson, Amber Glus, Ken Watkins, Nora Sullivan, John O’Conner, and Jim Sample

P.S. If you have other successful listing techniques you would like to share, please send them to Mike at mduffy@.

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