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.
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.
Copyright © 2010 By Katerina Gasset, All Rights Reserved " Do You Niche In Expired Listings? Expired Listing Marketing For Increased Profitability*
Nestor Gasset and Katerina Gasset- Realtors®, CIPS, ABR, SFR, GRI, REOS
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
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
Thank you for your tips. . this is a valuable post for anyone that wants more business.
Katerina - Congratulations on the Realtor magazine article and thanks for collecting all of your expired listing posts in one location.
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.
Katerina, Thanks for all the great info. I love how there is so much info to share in AR
Thank you so much for all the great information you share with us.
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
Thank you for this post listing all your expired listings posts in one place!
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
What a great post! Thanks for all the tips. This sure is a good bookmarked one.
"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!
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
Katerina - you should do an expired webinar :) maybe you already do. I also saw the article on the mag. Great job. ~Rita
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
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
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.
Thank you for sharing this information. I am about to click on the links above and get started!
Great Post. Thanks for the all the great insight and information.
Matt Naumann
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.
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
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.
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
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.
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.
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
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!
Great info. I look forward to reading your other articles on Expired listings.
Thanks for sharing. I'm going to bookmark this post so I can go through it thoroughly
Thank you Nancy. Make it a wonderful weekend.