Whenever a client of yours moves, 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 Post Cards”.

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”…

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

This strategy leverages off the TRUST your buyers have with their contacts so your mail is seen in a more positive light than when you farm for clients.  And if you liked working with your buyers, chances are their friends will be great clients too.

Studies show that people make friends and tend to associate with others just like them. So this is a laser-targeted approach to cloning your best clients.  If you didn’t enjoy working with a client, this strategy can still work to find the “gems” out there who are ready to buy or sell.

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?  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 email AND mail these notices to your buyer’s contacts.  Chances are they can easily send a mass email, so printing and mailing the physical post cards will be seen as a more valuable service to them.  And your offer will be seen by more people if sent by mail.

After a few weeks, ask your 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 clients and their contacts (if you have their mailing/email addresses) with a monthly real estate newsletter that is not all about real estate – so it’s welcomed and valued instead of trashed.

[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.]

Here’s something beneficially DIFFERENT that will bring you more business after selling a home to Buyers.  It’s called a “Testimonial Just Sold Card” and agent Marcia Holcomb has perfected this prospecting strategy.

If you remember, you build momentum in your real estate practice by LEVERAGING off your existing activity to get more listings and buyers (as explained in full detail in Step 2 of the 3-Steps System).

Marcia does THREE important things whenever she closes a transaction with Buyers:  1) gets a quick testimonial explaining how she helped her clients, 2) puts the client’s testimonial on a post card, and 3) sends these post cards out to the surrounding area to announce the new neighbors.

The important thing to notice is how the cards highlight her superior service from the mouths of her clients.  Never forget…what OTHERS say about you is 10,000 times more valuable than what you say about yourself.  Marcia knows this well and let’s her ecstatic clients do the selling.

Here’s Marcia’s brief description and example Just Sold card…

“Instead of sending out the ‘typical’ Just Sold cards…when I do a closing on a home, I use testimonials from the sellers and send it to all their neighbors.  My clients enjoy doing this for me…and it gets my name out there while letting the neighborhood know that there will be new folks in town.  The welcome baskets start coming, everyone meets, and I get more business.”

Do you send “Just Listed” notices to neighbors, clients and your House List when you take a listing?

For most agents, sending a “Just Listed” notice seems like a waste of time and money.  That’s because they’re completely void of the essential elements that cause people to read and RESPOND to your contact.

One thing I love about using a “Just Listed/Just Sold” system in your practice is, at the very least, it demonstrates that you’re a busy agent.  And we all know, people want to deal with experienced, active agents.

Today I want to share with you a quick and easy way to use “Just Listeds” (and “Just Solds”) to “leverage” the commissions you make from every listing.

Remember, there are THREE reasons to take a listing:  1) To sell the home and make a commission (you already knew that, right?  Just checking…), 2) To use the listing as a “buyer magnet” to generate quality buyer leads, and 3) To leverage the listing into additional listings.

Here’s an example that does ALL THREE at one time.  But you have to use the right elements to make it work correctly…

Here are 6 key elements you want to include:

1. Decide what you want your reader to do as a result of reading your notice, and WHY they should do it.  In most cases, you want them to call you.  And they will if you give them a self-interested, irresistible reason for calling you or your hotline.
2. You must use a benefit-rich, attention-getting headline!
3. Tell a story to capture interest
4. Transition from your story into your OFFER for something important to the reader
5. Tell why you’re making your offer;
6. Give motivating reasons, urgency, to respond NOW.

Here’s a quick example you can use to guide you to creating better “Just Listed” post cards (or any type of mailing).  Don’t forget, you can use the same elements and “psychology” for letters, oversized cards, flyers and even email notices too.

Watch how the following example makes a specific OFFER – giving prospects a self-serving reason to actually pick up the phone and call you.  As I’ve mentioned before, if you give no offer, you’ll get no response – and you’ve wasted your money.

EXAMPLE:  A Direct Response “Just Listed” Post Card…

click to enlarge image

Notice the 6 key elements in this example?…

This postcard gets results because it, 1) grabs your prospect’s attention…in this case the neighbors of the listing, 2) offers a compelling story that draws the reader in, 3) transitions into an offer important to the reader, 4) makes the offer irresistible…the free report, 5) gives clear reasons why you’re making the offer, and 6) creates urgency to call you.

How many of these Just Listed notices do you think you could send out over the course of your listing, and make enormous returns on your marketing dollars?  A lot, I’m sure!

Plus, here’s a special tip:  Couldn’t you send a “series” of post cards, letters, or emails to neighbors in the area…each one following up on the previous one?  They can even continue the story as well.  Then you can watch you marketing returns multiply!

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

How would you like to learn a prospecting system that’s cheap, easy, and incredibly powerful at generating new clients, referrals and repeat business for you?

Who wouldn’t, right?

Well…take a minute and read this quick article (and check out my example) on how to create a “Social Proof Prospecting System” for your practice.

It’s a take-off on using testimonials, only in this case we’re not using the client’s voice, but yours  (by the way, if you want to read about how to use testimonials to grow your business, check out my article in Issue 1106.)

The point to remember is that if a person hears a success story from someone in their same shoes, they become convinced they can get similar results.  It’s a dynamic of persuasion called “Social Proof” (Dr. Robert Cialdini addresses this subject in his book “Influence” – get yourself a copy on Amazon.com).

The prospecting system I’m going to share with you today involves using client stories on simple post cards.

Yes, I said “post cards,” but this system could also be used on your web site, farming letters, “just sold” notices, email marketing, listing presentations or anywhere you want to convince prospects and clients of your value – and why they should work with you.

I’ve known agents to make up to $10 to $1 return on this system – so pay very careful attention.

Here’s how you do it step-by-step…

STEP 1:  Identify the PURPOSE of your promotion

If you’re prospecting for listings, you’ll use a success story from one of your past listing experiences.  If for buyers, use a story for buyers.  Don’t confuse the two or this won’t work.  Generally speaking, I like to use this to prospect listings or use as a “Just Sold” on a great transaction, then use the listings as a magnet to attract buyers (as I detail in Step 2 of our 3-Steps System).

STEP 2:  Think Of A Great Story From Your Past Experience

Think of how you’ve helped a client in a tough situation, or how you did something out of the ordinary to help a client buy or sell real estate.  If you have a funny story, or a strange story, that’s good too.  Your objective here is to find a “stand-out” example of how you helped people just like your reader either solve a pressing problem, or achieve a desired benefit (save time, save money, etc.).

STEP 3:  Determine The SIZE Of Your Post Card

I suggest you take a standard-size sheet of card stock (8.5 x 11”) landscape, and cut it into 4ths – thus “4-Up” on a page.  Why?  Because first-class postage will be almost half what you’d pay on a larger post card (check with your local post office if you have questions).  Keep in mind you’ll have a fairly small space so your story needs to be concise.  You can easily create these in Microsoft Word or any other software program – just create text boxes for the 4 cards on 1 sheet, print, then cut to size.  ALSO, use an ultra-bright card stock, as it will “stick-out” from other mail and get noticed.

STEP 4:  Write your HEADLINE

What’s the best way to get attention?  The same way the newspapers do it – with a captivating headline.  Your headline is your “ad for your ad” so you need to say something that not only gets your prospects attention, but also conveys the central benefit of your services.  And using it as a title to a story helps give it more credibility.

NOTE: If you’re sending this card to a community or farm area, use the community name somewhere in the headline.  Specifics help match the message to the market better.

STEP 5:  Write your STORY

Write out your story similar to the example below.  Using specific details gives it more believability.  Include the name of your clients (if they’ll allow you), a summary of their exact situation, and the emotions they felt during the problem in the story – and especially how you solved their problem and saved the day.

STEP 6:  Motivate ACTION

Remember: No one will do anything without a self-serving, meaningful REASON for doing so.  So you need to also include and OFFER with your card – a reason for the reader to actually pick up the phone and call you.  Remember, if you give no offer, you’ll get no response – and you’ve wasted your money.

What to offer?  Well, offer something valuable to your prime prospects such as a Maximum Home Value Audit™ for sellers or a free report for buyers revealing “7 Secrets for Saving Thousands When Financing Your Home”.  Call my office if you want information on how to get a bank of “pre-written” Special Reports for real estate (800-622-2540).  They work as great “response-magnets.”

STEP 7:  Make Your Cards Look PERSONAL

When you get the cards ready, simply create a mail merge from your database (you can set-up the exact paper size and fields with your word processor, then merge the names from your database into your documents).  Or you can run it as a full sheet, then cut later.  Then, run your post cards right through your laser printer. Try not to use mailing labels as they are less personal.

A few more tips:

That’s all there is to it!

Here’s an example post card…

click to enlarge image

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