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How to Integrate an Expired Program into Your System …

By Walter Sanford

In 25 years of business I have never been more satisfied than coaching top producing real estate agents. Eric and Sally Martell who may be the top real estate agents for RE/MAX in Florida have been two of my coaching clients that implement my ideas on a regular basis. Recently they sent me a letter in regards to discovering systems to implement next. The following is my response on starting their expired program. I hope you enjoy!

The easiest way to integrate an expired program into your system is to make it part of your listing checklist. I don't care what number, just make it part of it. The checklist item should be named, "Solicit Expireds Around New Listings".

Every time you or your assistant comes to this listing checklist check-off point you are to send the following letter to every expired listing within the area or sub-division for the last two years or as long as your MLS will go back in records. The letter is as follows:

Date

Name

Address

City, State, Zip

Dear Mr. and Mrs. Expired,

I have great news! I have listed a property in your neighborhood and I expect to start receiving inquiries from my marketing!

The property at _____________________ is a 3 bedroom, 2-bath property of approximately 1700 sq. ft. It has __________, ______________ and _______________ as its best features and is priced ________________________.

Over the years I have learned how to market in the ______________ area successfully. I use the Internet, Direct Mail, Telemarketing, Flyers, Realtor Networking, Direct Response Advertising and numerous other methods that my staff and I employ every day to increase the chances of a property selling quickly and for top dollar.

In the weeks and months to come I will receive numerous inquiries on this property. Not all of the inquiries will actually buy this home and some may buy other properties. However, it's the marketing that creates inquiries from buyers and many times I have too many buyers for too few listings.

I have an idea. If you were to place your property back on the market with me I could then jointly advertise all of the properties available in the area and thereby receive the largest response from the marketing effort.

Because of the current marketing there may never be a better time to place your property back on the market. You may have been disappointed in the past from lack of offers or activity. I can assure you that if we correctly price your property and market it under my proven system we will be able to successfully meet your goals in this market.

Please call me or e-mail me with your thoughts on this program. I would be very excited to talk to you about what it takes to sell for the highest possible dollar value with the least amount of problems to you.

I look forward to hearing from you.

Sincerely,

Eric and Sally Martell

P.S. If you are not quite ready to put your property on the market but are possibly thinking about it please do not hesitate to contact me regarding the 15 things that you can do to your home that cost very little money but return very large dividends. Also, we can deliver you every sales comparable in the neighborhood so you know exactly what your competition has done as far as sales prices."

Walter Sanford is a top producing real estate agent and speaker who travels the country delivering systems and strategies to top producers for higher productivity and client satisfaction. Copyright© 1999, Walter Sanford. All rights reserved. For information about Walter's keynote presentations and training seminars, please contact The Frog Pond Group at 800-704-FROG (3764) or email susie@frogpondgroup.com.