Use New Listings to Generate More New Listings

“Just Listed” cards inform neighbors of new offerings in hopes of finding a buyer among their friends and family members. Unfortunately, not all spend the time or money to send them. That’s a shame, because they can do that and so much more. In fact, every new listing can be used to generate more new listings.

“Just listed” cards are beautiful marketing tools, and NOT just for the listing agent.

“Just Listed” messages can and should help you to generate more new listings. And it doesn’t even matter if that new listing yours or your competitor’s. That’s why I wrote a set of just listed/under contract/just sold letters that can be used whether or not the listing is yours.

How can my competitor’s new listing help me generate more new listings?

By letting homeowners know that marketing a home means marketing a neighborhood along with it, so their neighborhood is already being promoted – and attracting interested buyers.

By reminding them that just because a potential buyer is interested in a neighborhood, it doesn’t mean that the currently listed house will fill his or her needs. They’re apt to be looking around, hoping to find a more suitable home in the same neighborhood. Those buyers hope someone will do something to generate more new listings – so they can find the home they want.

When I first suggested this, an agent wrote me to say “No – that’s false advertising!” But she was mistaken. As long as you don’t claim it is your listing, it is only providing information. It’s about the same thing as writing to prospects to tell them that a new WalMart store is going up near their neighborhood. (I don’t know why, but for some reason that makes nearby homes more valuable.)

If it IS your listing, of course you should say so, especially when you can say it is sold. That sends a message that not only has the neighborhood attracted interest; you get things done!

When you want to generate more new listings, don’t stop with “Just Listed.”

“Under contract” and “Just sold” cards remind those homeowners that there really are buyers interested in their neighborhood.

Even better for you: So few agents use just listed/under contract/just sold cards that when you do, your name just might become a household word.

A few agents do send “just listed” cards, but very few take the next step.

Where I live, very few agents send prospecting/marketing letters of any kind. But I did receive a funny one once. An agent from a neighboring town wrote to tell me that there was acreage for sale near me. The agent sent a map, so I looked to see where this acreage was. Yes, it was near me – about 4 or 5 miles as the crow flies. Between my home and that land there was a mountain. To get there from here I’d have had to drive at least 40 miles!

So a warning – if you’re dealing with rural property, look to see where the roads are!

Interest in the neighborhood is the main point.

Both the “under contract” and “just closed” letters reinforce the idea that the first listing generated interest in the neighborhood. Then they go on to say that there were likely interested buyers who “lost out” on that home, but who would still like to relocate to the neighborhood.

A bonus – the “I told you so” letter.

If your efforts have been successful and you did list and quickly sell another home nearby, use this letter to tactfully say “I told you so.”

No response to your cards? Follow up with this letter…

Letter #4 in this set is a follow-up that you can use to get permission to add those homeowners to your email database. It offers to send periodic market updates. Staying in touch with those homeowners who weren’t yet ready to sell is smart. It will help you generate more new listings in the future.

And finally – a brief overview of “Why Now” to include in listing presentations.

This short document is simply a reinforcement piece that you can include with listing presentations.

If you want to use new listings to generate more new listings, you’ll need to make some effort…

These letters are designed to be customized with details such as the address of the new listing and the attributes of the area. You could alter all of them to make generic “one size fits all” letters, and I have included a generic version of the “Just Listed” letter, but I don’t recommend it. You’ll generate more new listings by adding details that generate interest.

Specificity generates interest – and you want your letters to be read.

Order your letters today, and begin generating new listings by tomorrow morning.

At only $37 for the four primary letters, the “I told you so” letter, the generic version of “Just Listed,” and the brief “Why now” document to include in listing presentations, you can’t go wrong.

Click here to learn more and order your set.

Are you just getting started and want more ideas to help build your real estate career?

Click here to visit my site for new agents.

“Sold” Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Home for sale image courtesy of stuart miles / freedigitalphotos.net