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How to Help First-Time Sellers Through a Sale

Helping First-Time Sellers

Winning a listing is always exciting because many Realtors® see them as the bread and butter of real estate. However, you can end up putting in a lot of extra time if you’re working with a first-time seller. You certainly don’t need to shy away from these listings, but it does help to have a plan. Here are some ways you can help a first-time home seller through the process.

Help Them Handle Emotional Attachment

A first-time seller is parting ways with a home that has hosted a huge part of his or her life. While people move apartments frequently, many homebuyers forge a special emotional attachment to their first home.

The longer the seller has lived in the home, and the more that has happened there, the stronger the emotions are likely to be. Here are some things you should be prepared to handle:

  • A desire to price the home higher than the market
  • Wavering about whether they should sell right now
  • A tendency to leave their collections and knick-knacks out during showings
  • Resistance to changing the home in accord with buyer requests

You aren’t in real estate to be a therapist, but with a first-time home seller, you will need to do a little hand-holding. Encouraging them to let go of their emotional connection and helping them look forward to their new home is step one.

Provide Clear Expectations & Frequent Communication

First-time homebuyers are nervous and don’t know what to expect. They will assume that most showings are serious buyers and that open houses will lead to offers in a few days. If this does not happen, they may become frustrated or even re-think the listing entirely.

By helping them understand exactly what will happen and what likely timelines will be, you can calm their nerves. Ask them how often they would like updates, and if they want to hear from you even if nothing has changed. Provide the communication they are looking for, and they will be thrilled with your service. A happy seller means more referrals and more listings!

Even Previous Sellers Can Feel Like Newbies

If it has been 20 years since a homeowner last moved, they are likely to feel incredibly uncertain and out of place. Even though they have sold a home in the past, the market conditions and marketing techniques have changed dramatically.

Reassurance is a valuable tool for this type of home seller. Let them know that you are an expert in all the new marketing avenues and that you know exactly how to position their home for a quick sale. Remind them that people’s basic needs don’t change even when technology does and that the perfect buyer is out there. You just have new ways of reaching them.

No matter who you’re helping sell a home, it’s a competitive marketplace out there. Your goal isn’t just to find a buyer, it’s to find a serious, qualified buyer whose offer will hold up through closing. That’s the expertise you bring, and by providing that service, you’ll be sure to delight new and experienced sellers alike.

Ready to market a new listing? We have all the print marketing tools you need. Check out our postcards, fliers, and more today!

Does Your Marketing Convert? It’s in the Words…

Sales Words for Real Estate

Putting a lot of effort into farming, email marketing, and social media is an important part of lead generation. You want to attract attention, get leads, and convert those leads into sales. However, many Realtors® get lost when it comes to exactly what to say.

You want to spin words that are convincing, educational, helpful, and build relationships with your prospects. You want them to trust you and reach out to you when it’s time to buy or sell. But how do you actually do that other than hiring a professional copywriter? Here are three keys to help your marketing convert.

Play to Emotions

Everyone likes to think their decisions are rational, but they really aren’t at all. Generally, humans make decisions based on emotion, and then justify that decision using reason. As a result, marketing that reaches to the emotional level is the marketing that will convert.

Make a list for yourself of the common emotions that homebuyers face. Make a separate list of the emotions home sellers face. Some ideas include fear, uncertainty, the desire to make the right investment, the desire to have a great-looking home, wanting to show off to friends or family, the desire to sell quickly, and greed (to buy or sell at maximum benefit to themselves).

Some emotions will be on both lists, but you will have better results if you divide one client type from another. As a Realtor®, you’ll have a number of messages – some should target specifically sellers, and others specifically buyers. Once you have your emotion lists, craft your farming, email, and social media outreaches to touch those emotions and position yourself as the way to achieving success.

Invite Rather Than Sell

Everyone likes to buy, but everyone hates to be sold. Rather than trying to pitch yourself with a hard sell through your marketing, try this: invite the prospect to join you on the journey to fulfilling their emotional desires (see above). Position yourself as the one that can show them how to feel secure, calm, wealthy, or successful. Invite them to join you.

When your copywriting does this, you’ll avoid a lot of the defensiveness that prospects have toward Realtors®. You’ll be talking about their needs instead of yours. And when you do a great job showing them that working with you is the best way for their emotional desires to be met, they won’t fight you on commission. You’re competing on a whole different level than price.

When you position your marketing as an invitation, you’ll also get prospects who are more serious. When you badger someone, or make them feel guilty, or engage in a hard sell, some people will say yes simply because they can’t say no. These are not the clients you want. You are looking for engaged, motivated clients – when you issue an invitation, those who say yes are the ones ready to get started today.

Use a Call to Action EVERY Time

Once a prospect has read your piece, what should they do next? If you don’t tell them, they’ll likely just throw your postcard or email away and move on with their lives. Instead, make sure to include a call to action every time. This means inviting them to take action on what they’ve read – either to read more, comment, share, or contact you.

Keep in mind that not every call to action will be to a sale! Many times you’re nurturing your prospects along, and you just need them to interact with you in some way. Have them reply to the email, leave a comment, or share something with their Facebook friends. Invite them to visit your website or enter a drawing or contest. These are all legitimate calls to action.

Of course, there are plenty of times when you should invite them for a sale. In that case, be sure to include urgency. “Contact me today – this home will sell quickly!” or “Let’s talk today to get your home sold now!” You’ll know your clients and their trigger words better than I do, of course, but these are examples. The basic principle is, use a call to action EVERY time, whether a sale or not. Always keep your prospects engaged with you.

You don’t have to be a professional copywriter to sell homes, but understanding the basics of why certain words and phrases sell is essential to your business. Draw on people’s emotions, invite them to work with you, and use a call to action every time. Your conversions will increase and you’ll get much more bang for your marketing buck.

If you need help crafting perfect marketing materials, Printerbees is always here to help. Let me know what I can do for you!