If you’d like to learn a 3-step process that doubles your chance of selling homes… then take 5 minutes to read my article.  It’s about the real reason why Apple continues to launch successful products, and how you can use the same strategy to sell more homes, in less time.

But first, some background on the company…

Apple is on a long winning streak that started with the iPod, then the iPhone and now the iPad.  Apple’s stock is so richly valued the small company is now worth more than Dell and Hewlett-Packard combined.

When the company is praised for its marketing, it is usually for offering innovative, cutting-edge products.  Apple is often tagged with the desirable label of “first mover” status, meaning it gets new technologies on the market before the competition does.

But closer examination proves otherwise. For example, iPod was not the first MP3 player on the market — not by a long shot.  Audio Highway sold the first MP3 player called Listen Up which won a national award at the Consumer Electronics Show in 1997.  Apple’s iPod hit the market in October, 2001.  Nokia was selling smart phones for years before anyone ever heard of an iPhone.  Tablet-sized PCs hit the market a few years ago with great fanfare, but sales have been lackluster.

Now, here comes the iPad, and within weeks, more than a million were sold hitting that benchmark twice as fast as the original iPhone.  Apple’s reputation for being on the cutting-edge is not actually supported by the facts.  Overlooked is…

Apple’s Ability To Create Effective Advertising

Granted, the company’s engineers come up with beautifully-designed and easy-to-use products — which is a marketing function in its own right — but, pay attention to what takes place in their television commercials.  What unfolds in their TV ads is simple and “old school”.

The strategy for the iPhone and iPad are the same — just a straightforward DEMONSTRATION of what the product does for the consumer.  Do they use exotic locations, celebrities or sexy models?  Not at all.  Watch some of the current iPad commercials.  They are filmed as if you are holding the device, and you see books…movies you can select…and another sequence shows a typing keypad, etc.

For the iPhone, Apple used the same technique, and you simply saw a person holding the iPhone in his hand while he did things like bring up a compass or get a restaurant review.  Another ad showed two users bumping their phones together to exchange contact information.

Advertising agencies typically don’t like this kind of work because it is not creative, but in many cases a simple communication of benefits results in more effective selling.

The iPhone killer was supposed to be the new Droid — a joint venture between Google and Verizon.  I have seen the TV spot for the Droid that rates much higher for the “cool” factor with impressive special effects, but will it overtake the iPhone in sales?  I wouldn’t count on it.

Brush Up On Marketing Basics To
Understand Apple’s Advertising Strategy

Before you create any advertising, you should ask yourself if you offer a product or service.  Products are the easiest of those two because they are tangible.  Selling a service in an intangible. Just as the Apple examples prove that demonstrating benefits is highly effective, there is an similar method for selling a service that as powerful… you demonstrate the benefit of the service by way of telling an interesting story.

One sterling example comes to mind — the “give-you-goose-bumps” radio commercials for OnStar.  The best in this series begins with what sounds like a 9-1-1 call.  A little girl — with trembling voice — says the car has crashed.  Next you hear the calming, voice of the female OnStar Operator.  The little girl says her mom is hurt and not awake.  The Operator says she is sending help and, she tells the little girl she will stay on the line with her until help arrives.  As that conversation fades out, the announcers come on to make a pitch for OnStar.

What do Apple and OnStar have in common?  Nothing.  One is a product, the other a service.  Good advertising is not about products or services…it means you understand human behavior.  Good advertising is also NOT about manipulating consumers.  It’s about tapping into our human desires and motivating action through a compelling demonstration of benefits.

How Does This Apply To Selling Homes?

So why not use these professional strategies on the ultimate consumer purchase — a house?   Unfortunately, what most sellers get is a typical flyer that lists the number of bedrooms, baths and living areas along with the agent’s photo.   But where is the demonstration or storytelling in that?   Providing “dry” statistics about a house makes it seem similar to others on the market, and good advertising should make the product stand out, not blend in.

Note the first listing promotion on the left — a classic story ad.  The headline makes you wonder who is getting a dream job in this economy? The ad generated urgency, too, because it suggested a good price was offered as a result of the owner’s buyout and promotion.

You can click the image to see it in a larger format, but you only have to read the headline to get the point — use a story ad that engages the reader and motivates them to respond.

RESULT: This ad satisfied the main litmus test — it produced multiple offers in less than three weeks in a neighborhood in which every other “for sale” house is still sitting on the market — some for over a year.

The next listing promotion (on the RIGHT) shows the same process Apple uses — a simple, clear communication of a unique benefit.  Can you spot the key element?  You would imagine that to sell a house, the ad must be about the house, right?  Not at all — this house was very similar to all the others on the market.

What made it different was the yard and view (no other competing house offered this kind of lot).  The photo of the yard, and headline, forcefully demonstrated what other “for sale” listings could not match.  The seller received four offers — unusual in this downturn.

How Do You Improve Your Advertising To
Attract Ready-To-Act Buyers?

Serious, ready-to-act homebuyers do not want to talk to a salesman — which is one reason I don’t stick my personal photo on my advertising — it has nothing to do with what is being sold. Here’s a simple process you can use to create an effective ad… one that sells your listings in half the time:

STEP 1: Identify a unique benefit that no other listing in the area can match…

STEP 2: Think of the best way to demonstrate what this benefit will DO for the buyer…

STEP 3: Dramatize this strongest benefit through an interesting story in your listing promotions…

Using this process, you’ll create better advertising (no matter the home or where you advertise),  you’ll get more attention, and attract the right target audience — a buyer who’s motivated to sign a contract.

Remember: Selling a home is not a real estate function — it is a marketing function.  If ten people find out about your home that is fine, but if twenty people discover it because you have better marketing than your competition, you have just doubled your chances for success.

If you want to learn more about my unique methods for selling listings faster then click here to watch a free video presentation.

CLICK HERE To View A Free Video Presentation
Of Stan Barron’s Unique Home-Selling Method
(It has more strategies about how to sell your listings faster.)

Today I want to introduce you to a way to use the power of a motivating offer that converts leads to loyal clients. It was an idea submitted by Susan Moguel, a top-producing REALTOR^® in Southwest Florida.

Susan says she has a full pipeline of buyers, her GCI is well into 6-figures and she became a Top Producer using this method.

I’ve taken Susan’s idea she emailed over to me (to share with you) and enhanced it slightly so it’s easy for you to plug into your marketing systems THIS WEEK.

You’ll notice she…
1) makes a specific OFFER to get leads (“free information package”),
2) captures their contact information,
3) puts them on her database,
4) sends them the package and a monthly newsletter that creates a trusted relationship.

Bottom line:  She motivates, captures and follows-up.

When they’re ready to buy or sell, they call HER because they feel they know and trust her.  Now, here’s Susan’s description outlined as a simple 3-step process…

“As REALTORS^®, we all know how difficult it can be to turn an online or phone inquiry into a client.  I created my own SW Florida Relocation Package (for out-of-town buyers) or my Informational Package (for locals).

STEP 1: CREATE A Valuable Information Package

The package includes:

• area demographics, school information, area attractions and tidbits (like the number of golf courses and miles of beaches),
• my featured listings,
• a list of area foreclosure homes,
• a full size map so they can plot out the homes they like,
• and an interactive CD-Rom with links to my website, my MLS search and other helpful sites.

Unlike post cards and flyers, this package is something they will not throw away!

Here’s a picture of the information package…

STEP 2: OFFER Your Info-Package To Prospects

I advertise this package in The Real Estate Book and on my website – so I get buyers contacting me directly to get this package.

When a prospect contacts me I always offer this complimentary package.  I explain what it is – and reassure them that there is no obligation whatsoever – it is just a helpful service I provide.  I have never had anyone turn down my offer!

I build instant rapport with them – in a situation that is often very difficult to do.

I send out the package by Priority Mail for about $5.00 – which I found increases my response and keeps the package in better condition upon arrival (using a sturdy USPS Priority Mailer).  But, I originally mailed it out first class and that did well for me too.

STEP 3: ADD Prospects To Your Database and FOLLOW-UP

I add inquiries to my monthly newsletter mailing which allows me to keep in touch with them until they are ready to buy.

I have had a number of clients who I only spoke with for mere seconds, who ended up contacting me months later to represent them in the purchase of a house.

Between my free package and the newsletter, they feel like they know me and they trust me.  All of this because I stepped out of the “sales person” box and offered them something of value.

Results?

I have a full pipeline of buyers (yes, even in this market!).  Since starting this program I have doubled my income, my GCI is well into the 6-figures and I became a Top Producer in the area.  And get this…I have only been in the business less than 5 years!”

Wow!  That was Susan in her own words describing how she’s earning a healthy living today using this system.

Do you know what the sad part is?

Only 4% of agents will actually go out and implement a system like this one.

And many more agents will start this system and not follow up with leads after sending the initial package.  In the process they end up leaving thousands of dollars in commissions out there that could’ve been “easy income” if they simply continued to give value to prospects.

Listen to these words from Susan carefully…
————————–
“I became a full time real estate agent in 2006. In 2006, my GCI was approximately $48,000.

In 2007, I started using the Relocation Package. That year, my GCI jumped to approx. $107,000. Of this, about $62,000 can be directly attributed to my offering this package and following up with my Service For Life!^® newsletter.

In 2008, my GCI went to about $138,000. Again, a large portion of that (approx. $81,500) was a result of this package and the follow-up I was able to do because of it.  And each year since my income continues to remain steady!”
————————–

Question:  Do you think implementing a simple strategy like this could easily DOUBLE YOUR INCOME even in a down-cycle?

You can use this same process with listings, offering reports that sellers would find valuable to convert them to clients.

How do you get started?

The first thing is to always follow up with leads and clients using regular and valuable contact.  Next, create an information package about your local area to send to leads.  Then add the steps above to your business process checklists.

Everywhere you promote your services (even if it’s a short classified ad), include an OFFER to contact you for some valuable, free information.  Imagine how many more calls you’ll get and how many more leads will convert to buyers if you use this with EVERY promotion you do.

When you start making motivating OFFERS to the right prospects, your promotions will start to produce tangible results.   And you’ll quickly have more business than you’ll ever need next month and every month you use this system.

Whenever a buyer closes, we all know the one thing they must do: 
Change their address.

This presents a HUGE opportunity for you to help them with this chore and accumulate a lot of names on your database.

Here’s a quick and easy strategy to WOW your clients and build your business by sending out “Change of Address” notices.

Linda Denovan, a Top Agent from Lake Havasu City, AZ, understands the relationship-building power of this strategy first hand:

“As a closing gift for my buyers I create a note card with a photo of the front of their new home.  I make return address labels for the envelopes and add stamps.

On the back of the note cards is printed  “Made especially for …. from Linda Denovan” with MY phone number.

My information then goes out to all of their friends when they mail the cards showing off their new home.  In addition, I let them know they can “re-supply” their note cards or return address labels at any time.  Not only does it make a great gift but my clients think of me whenever they send a card AND the recipient does too!”

Let’s take Linda’s idea and “kick it up a notch”…

Use This “Change of Address” Post Card System
To Clone Your Best Clients…

Here’s how to execute this viral list-building system…

STEP 1: Get a great PHOTO of the home

Linda sends out note cards in envelopes but I’d suggest sending out a post card with an eye-catching photo of the home on the one side and the new address on the other.

If you really want to impress your clients, make it an outstanding photo.  Why?

Because it does TWO things:  First, it shows you care enough to continue to provide great service after the transaction (your clients will remember this and tell others).  And two, it demonstrates your skill at getting a great photo of a home.  This is a subtle way to have your buyers think of YOU when it’s time for them or their friends to sell their home.

If you’re strapped for time you could use an image of a house, with a headline, “We Moved.”  But remember, buyers want to show off their new home, not just their new address…so try to make it look good.

STEP 2: Make a great OFFER

Having your name and number on the cards will help you give you an “introduction” to your clients’ friends.  But an even better approach is to include an OFFER for free information on the card so you can maximize your opportunity for business from this strategy.   What could you offer?

• A FREE market analysis for SELLERS
• A FREE list of homes for BUYERS
• A FREE report for “Saving Thousands When Buying A Home”

The possibilities are limitless…

STEP 3: MAIL the post cards

You’re best bet is to mail the post cards FOR your clients, this way you know they’ll get out.   And it gives you a reason to ask for the names and addresses of their contacts (which by the way you can use to start sending their friends your helpful and informative Service For Life issue every month).

Or, you can give a stack of the post cards to your clients.  One bit of advice:  make it easy for them to send it out by putting the stamp on the cards for them.  They’ll appreciate it and more importantly… the post cards are more likely to get in the mail so your offer gets seen.

Want an EXAMPLE post card?

OK, here’s a “Change Of Address Post Card” a number of agents are using with great success, along with my notes on what makes a great “direct response” post card.

ANATOMY Of A “Change of Address Post Card ”

(Note:  click the image and zoom in to see the detail)

QUESTION:  Can you e-mail the “Change of Address” notice?

ANSWER:  Yes, but with a few important caveats…

1. Your buyer needs to send the email so their friends recognize the “From Name.”  Or, if you send the email to their contacts…include your buyer’s name in the “subject line” of the email so it gets opened and read.
2. Still include a great photo of the new home in the email.  Use a system that can produce full-color HTML emails with the photo, new address, and your offer…or have a link to your website with the picture and this information.
3. You could do both — email AND mail these notices to your buyer’s contacts.  Chances are your buyer clients can easily send an email to their contacts, but printing and mailing the physical post cards will be seen as a valuable service to them.

After a few weeks, ask your buyer clients if they got the post cards in the mail and if they need any more printed, or ask them if the emails were sent. Then continue to follow-up with your all your new contacts (now that you have their mailing addresses) with a monthly real estate newsletter that is not all about real estate – so it’s welcomed and valued instead of trashed.

Quick Summary…

Every time you have a buyer client close, get a list of their contacts and mail a change of address post card FOR them to all THEIR contacts.

This strategy leverages off the TRUST your buyers already have with their friends and family… so your mail is seen in a more positive light than when you show up uninvited (as in the case of farming for new clients).

Plus, studies show that people make friends and tend to associate with others just like them.  So, if you liked working with your buyer clients… you can use this strategy as a laser-targeted approach to find more great clients.

[Ed note: Would you like to use a marketing system that costs nearly $0.00 and can bring you a steady flow of quality, motivated buyers — even during this slow economy?  Then click here to learn about one of the highest-return, lowest-cost marketing strategies you’ll ever use in your real estate practice.]

One quick way to get extra business right now is to target Expired Listings.

Keep in mind, these are people who want help from an agent but for some reason haven’t been able to sell their home. You’ll have to speak to their frustrations and position yourself as an agent who can help them in their situation.

You can find expired listings on your MLS and mail them a simple letter like this example:

Tips For Using This Expired Letter To Bring You Business:

• Important note about modifying this letter: This letter has one and only one purpose which is to get prospects to CALL YOU! Notice how everything is “Packaged” specifically for the expired prospect? It uses excellent elements to handle objections, gives lots of Unique Selling Propositions (what you’ll DO for them), and teases for response.  You can modify this letter to fit your practice, but be careful about changing too much as it may reduce the effectiveness.  And don’t forget to PERSONALIZE the letter with the homeowners first name if you can get that data from your MLS.
• This letter offers a service called the “Maximum Home Value Audit.” You can do an in-person review of the major areas of their home in addition to a CMA to differentiate yourself from what most agents would offer Expireds.  Because you’re one of our valued Agent Inner Circle® members… here’s a ready-to-use template you can use for this!
• You can enclose a packet of aspirin or antacid or string (to remind them to call you) with this type of letter. It helps to make a greater impact on the reader because it advances your message. Plus, you know they’ll remember you!
• Using a multi-step approach with this letter will maximize your response. Mail a SECOND NOTICE (sent 3 to 7 days after the first letter) and a FINAL NOTICE (sent 7 days after the second letter).  See this real estate marketing article to learn about about multi-sequence mailings.  Some agents even send letters like this via FEDEX because it looks official and will get opened.  You’ll have to test and see if the numbers make sense based on how many expired listings leads you turn into clients and your average commission.
• Follow-up with a phone call. Most agents will do one or the other (only send a piece in the mail or only try to cold call).  If you call 3 days after you mail the letter, it is a warm call because you can ask if they got the package you sent to start the conversation.

[Ed note: This article is a small excerpt from the "Fast-Track to Success" Turn-Key Real Estate Business Building System. To learn more click here.]

What do YOU do to get Expired Listings?

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