A New Approach to Just Sold Marketing

When you list a home, does it sell? Your farm is full of people who already found out the hard way that the answer is often no.

When you list a home, does it sell?

In most markets, that number is below 70%. Half the homes that get listed never sell at all.

Which means your farm is full of failed sellers. Not prospects. People who already tried, already picked an agent, and already watched it not work.

And most of them never try again.

I did an analysis of ~10,000 expired listings and here's the results. 

Nobody is talking to those people. The whole industry works expireds for two weeks and then moves on. 

So the next time you sell a home, sell the sweat.

Every closing you have is expired marketing. Don't tell them you sold a house. Tell them how you found the buyer.

Here's a concept letter I wrote this morning to show you what I mean.

Notice what the letter does not do. It does not say we are number one, it does not show a sold sign, and it never once uses the word professional. It lists the seven places the house showed up, what each one produced, and then it admits the thing every other mailer hides: there was no bidding war, and it took 52 days.

That admission is the whole piece. A failed seller has already been promised a fast sale by somebody. What they have never been shown is the work.

That is a mailer you can send after every single closing, forever, to a list nobody else is touching.