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Do You Niche In Expired Listings? Expired Listing Marketing For Increased Profitability

Do you niche in expired listings? Expired listing marketing for increased profitability for your real estate business: 

One of our specialized niches that we market to and within are expired listings. In fact, over 90% of our luxury market listings are listings that were expired after being listed with other agents. Last year we closed over 10 million dollars in sales from picking up expired listings through our expired marketing letter and precise "cherry picking" of the listings to choose from to market to. 

Since we were featured "Success Agents" in the National Realtor® Magazine this month we have received a lot of emails, phone calls and contacts through our website from many agents around the country who are interested in doing an expired marketing letter or to get better at the ones they are currently involved with. We can not get back to each one of these emails and calls straight away but we will contact you over the next . 

As soon as the article came out we went on two additional luxury listing appointments that were from expired sellers who responded to our letter. You will see those listings on our Active Rain blog this week. One is a waterfront property listed in the 700K range and the other is near the river in Tequesta in the high 600K range. Both of these are amazing properties that we are very excited about selling. 

Most of the questions revolved around the type of letter and what the copy of our letter looks, says and feels like. While the letter is a key part of our marketing package- it is not all about the letter. The article in the magazine was not totally complete in the short space that the editor was able to use to highlight what we do. 

For starters I am going to list here a series of articles I wrote about working the expired listing niche and most of these have to do with the letter we send out. Please go through and read each one of these posts I wrote on our Active Rain blog. The links are here listed below. We even did a case study in which members of Active Rain posted their letters in the comment section and we then critiqued them each and chose the one that fit the WIIFM station the best. Please read the comment streams as they are filled with additional tips on improving your expired marketing letters. 

Do you Niche in Expired Listings? 

So You Want More Compelling Copy For Your Expireds? 

Expired Listings and Active Rain- Matchmaking That Works In Business.

Secrets of Success and The Road To Get There.  

Expired Listings are a Gold Mine- If you Mine It Right. 

Compelling Copy Part 1

Compelling Copy Part 2 and

Compelling Copy Part 3

When we market to expired listings through our direct mail we are NOT seeking an audience to pitch our listing presentation. We are actually getting rid of all of a seller's objections before they ever call us. Please add your name and information below if you would like more information the expired marketing program. 

The goal is to already have the listing by the time they call. The seller has already decided to list with us and now all they want to do is get going on our marketing plan. 

 

 

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Copyright © 2010 By Katerina Gasset, All Rights Reserved " Do You Niche In Expired Listings? Expired Listing Marketing For Increased Profitability*

 

 

 

 

Comments

Hey Katerina,

I actually picked up the paper magazine and read a little and there was two smiling faces.  Nice to see you as the "niche" marketers.  I always thought your niche was social media and Ar.

List and Sell (specially expireds)    Gary @ RentonHomeFinder.com

Posted by Gary McNinch Realtor Renton WA Real Estate (Keller Williams SES Renton ) almost 2 years ago

Hi Katerina, I am bookmarking this to read a bit later on, wow, thank you! I didn't see the article, but will look for that also when I get to the office today.

I would love more info :D  :

andrea@andreaswiedler.com

 

Posted by Andrea Swiedler - Swiedler & Adams - New Milford, Litchfield CT Real Estate (Prudential Connecticut Realty, Litchfield County Real Estate) almost 2 years ago

Thank you for your tips. . this is a valuable post for anyone that wants more business.

Posted by Fernando Herboso Broker: Check All www.ReallyNiceHomes.com in MD & VA (Herboso & Associates LLC- Broker 240.426.5754) almost 2 years ago

Katerina - Congratulations on the Realtor magazine article and thanks for collecting all of your expired listing posts in one location.

Posted by Marc Swartz, CA, CPA Toronto, Durham & York Regions, Ontario almost 2 years ago

The collection of your Expired Marketing Program was the one that got me first attracted to your writing and how you could write/ speak English in a way I could understand. I've always enjoyed them. They are timeless classics.

Posted by Loreena Yeo, Realtor®| Frisco TX Community Ambassador (214)783-2210 (3:16 team REALTY ~ Locally-owned Frisco TX Real Estate Co.) almost 2 years ago

Katerina, Thanks for all the great info.  I love how there is so much info to share in AR

Posted by Jen Anderson (Exit By the Bay Realty) almost 2 years ago

Thank you so much for all the great information you share with us.

Posted by Kenneth Cole NYS Licensed Real Estate Salesperson (Appleseed Homes Realty) almost 2 years ago

I read that article and thought that was great. I will certainly read further with the links you posted. Thank you for sharing! I want more information as well: Jackie.Connelly-Fornuff@cbmoves.com

Posted by Jackie Connelly-Fornuff Century 21 AA Lindenhurst NY Real Estate (Lindenhurst Babylon West Babylon N. Babylon West Islip Islip) almost 2 years ago

Thank you for this post listing all your expired listings posts in one place!

Posted by J. David Lampe, Web Savvy Denver REALTOR (Your Castle Real Estate) almost 2 years ago

Hi Katerina and Nestor...well done you both have been working hard with expired for some time and your results show in the Bank and recognition from your peers

Posted by Victoria Realtor Fred Carver ACRE 250-598-2963 Accredited Consultant (Re/Max Camosun Real Estate) almost 2 years ago

What a great post!  Thanks for all the tips.  This sure is a good bookmarked one.

Posted by Lizette Fitzpatrick - Lexington KY MLS - Kentucky Homes - Horse Farms (Lizette Realty - Lexington KY - Richmond KY) almost 2 years ago

"We are actually getting rid of all of a seller's objections before they ever call us."

If that's isn't enough to get people to tune in, I don't know what is.  THANKS!

Posted by Andi Grant - First Time Home Buyers Los Angeles, Long Beach, Downey, Carson (310-508-4354 | FirstTimeHomeBuyerRealEstate.com) almost 2 years ago

I have never marketed to expireds and it is on my 2010 list to start doing. I am just so uncomfortable and intimidated with the idea. Do you do any training/coaching on this? I am about to go study your posts and learn all I can. I would love any additional information you are sharing. Thanks marie@mariesproperties.com

Posted by Marie Westerman Search Augusta Homes For Sale Augusta GA REALTOR® (Executive Partners) almost 2 years ago

Katerina - you should do an expired webinar :) maybe you already do. I also saw the article on the mag. Great job. ~Rita

Posted by Kenna Real Estate almost 2 years ago

From the desk of David Dee,

Katerina, great info about expireds. I just saw the article in the magazine today about you and Nestor. Niceeee! :D

Posted by David Dee, San Gabriel Valley (L.A.) & N. Orange County CA Real Estate (Excellence Power Realty) almost 2 years ago

Katerina, Thanks so much for sharing, I am very excited.  The gal I worked for before I became licensed here in Naples worked the expireds - by phone and carreid almost 100 listings and top agent in the office!!!  I hate the phone rejection!

christineoshea@comcast.net

Posted by Christine O'Shea-Broker Assoc.~ Naples Florida Homes for Sale (DOWNING-FRYE REALTY, INC.) almost 2 years ago

If I did nothing else I'd work expired listings. Once you get into the swing of them it's a srteady stream of listings. The only thing left is deciding which ones to list. But...Shhhhhhh...don't tell anyone.

Posted by Bryant Tutas-Tutas Towne Realty, Inc almost 2 years ago

Thank you for sharing this information. I am about to click on the links above and get started!

Posted by Betsy Schuman Dodek SearchPotomacHomes.com (Washington Fine Properties - Washington DC Area Real Estate) almost 2 years ago

Great Post.  Thanks for the all the great insight and information.

Matt Naumann

Posted by Matthew Naumann Goose Creek, SC Real Estate Agent (Exit Realty Charleston Group) almost 2 years ago

Thank you SOOOOOOOOOOOOOOOOO MUCH. As a new agent I need all the help I can get. You are mighty kind to share your secrets. Thanks Again.

Posted by Tom Bailey (Gull Isle Realty) almost 2 years ago

Tom- I will be hosting 2 Q and A calls and doing some lazer coaching sessions on expireds. If you email me at: 

coachkaterina(atsign)gmail.com I will send you an invite and an opt in form to accept my tips of the week for marketing also. Thanks for stopping by. Katerina

Posted by Nestor & Katerina Gasset Realtors® Wellington Florida Homes For Sale (International Properties and Investments, Inc.) almost 2 years ago

Hi Katerina,

I recieved your email about the teleclass and will try to attend it also. Just bookmarkd this post to go back and read each post before your class. Thank you so much for keeping us old SEO class attendees in the loop.

Posted by Choice Realty of Tennessee, LLC almost 2 years ago

Hi, Katerina!

Congratulations on your article.  You have always had some great advice.  You and Nestor have certainly worked hard to get to where you are now.  I made the mistake of marketed to expireds, period.  I started to market to niche expireds, and I am getting a better response. 

Thank you for your informative posts.  Keep on writing.

I would like to get more info on expireds.  My e-mail is brigita@brigitamklv.com

Thanks again.

Brigita

Posted by Brigita McKelvie, Horse Property REALTOR Eastern PA Horse Properties & Farms (Cindy Stys Equestrian and Country Properties, Ltd.) almost 2 years ago

Hello Katerina,

I signed up for your webinar and am excited to learn more about expireds.  Expireds were about 30% of my business last year but I know I can do better.  Thanks for sharing all your great tips.

Posted by Kari A Battaglia Realtor Venice Florida Short Sales (Coldwell Banker Residential Real Estate) almost 2 years ago

You are both so good that you should've been mentioned in each issue of Realtor magazine. Thanks for incredible material! Expireds is one of the best sources of new business for me, too. I'm very interested in more info.

Posted by Svetlana Stolyarova,Local-n-Global Realty, Broker (Local-n-Global Realty) almost 2 years ago

Kari- 30% is good. Of course it depends on how many total listings you listed and closed too. You can be about 60% if you do it right. Katerina 

Posted by Nestor & Katerina Gasset Realtors® Wellington Florida Homes For Sale (International Properties and Investments, Inc.) almost 2 years ago

Having relocated to a new market 2 years agoo I've been focusing building my business through the solicitation of expired listings. So glad to find this resource. Thank you!

Posted by NinaGail Betancourt- Westchester County NY (Julia B. Fee Sotheby's International Realty) 11 months ago

Great info. I look forward to reading your other articles on Expired listings.

Posted by Anthony McCullough (Keller Williams Atlanta-Buckhead) 9 months ago

Thanks for sharing.  I'm going to bookmark this post so I can go through it thoroughly

Posted by Nancy Pav Associate Broker Got real estate needs? GottaHavePav! (Long & Foster) 6 months ago

Thank you Nancy. Make it a wonderful weekend. 

Posted by Nestor & Katerina Gasset Realtors® Wellington Florida Homes For Sale (International Properties and Investments, Inc.) 6 months ago

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