Here’s a great example of how to use a unique postcard to get the word out and sell your listings fast…

Agent Mike Haywood creates a simple postcard to leverage his network and promote his listings.  But look carefully, there are THREE things he does differently than most agents, and ONE important referral programming technique he uses to maximize his results…

You’ll notice from his description and example that he, 1) Doesn’t send post cards to everyone, 2) Uses his close relationship with his ‘house list’ (sphere) to leverage his selling power, 3) Promotes the BENEFITS  of the listing (“quiet Cul-de-sac,” “perfect patio for entertaining,” and “stunning views”), and 4) Makes a specific request (“Who do you know”…that would like to buy this specific house) – this ONE element alone turns his post card into a conversation piece for the members of his sphere to spread the word to friends and family.  Asking for specific action is far more effective than asking the general question, “Who do you know that’s in the market to buy or sell a home?”

Here’s Mike’s description and a picture of his postcard below:

“As an agent who operates strictly from referral, I like to do a lot of marketing to a small sphere.  With every new listing I take I send out ‘Who do you know’ cards to everyone in my group.  Just a small 4 1/4 inch by 5 1/2 inch post card with some pictures and a brief description of the home and asking if they know of anyone who may be interested in it.

This never fails to generate calls and many times I sell my listings right away.  The real benefit is that it plants a seed that when it comes time to sell we are going to call Mike because no one else markets this way and he will get our home seen.”

One of the fastest ways to generate ‘right now’ business is to work with first time home buyers. Economic stimulus incentives and the coming summer season are both reasons why this segment of the market is getting hot.

In addition, this market is generally younger and has been less affected by losses in the stock market and dwindling retirement accounts.

Problem is, how do you get these clients when every other agent is sending them the same message? And, if you get their attention, how do you identify buyers who will consider moving in the next few months?

Today I want to share with you a strategy that you can use every time you prospect renters…this year and every year. It’s a 3-step postcard mailing that educates renters and makes your message stand out in a unique way.

STEP 1: Identify the HOT areas for first time home buyers

In every local real estate market, there are areas where first time home buyers congregate.

It could be a demographic trend, such as younger people wanting to live closer to downtown, work or “night life” activities. Or, it could be specific priced areas, where buyers usually live before purchasing their first home.

With a little research you can even narrow it down to a specific apartment complex in your city.

Hop on your computer and start researching rental rates. Identify at least two main apartment complexes or areas that have the right first time home buyer “characteristics.”

STEP 2: Narrow in on lease termination dates

I saw this used by one of our 3-Steps members.

His MLS system shows him when a lease originated, then he makes an assumption that most will be one-year leases. Knowing the lease termination date, he targets renters at the exact time they are considering staying or moving.

Did you catch that? His timing is very important…

Approximately eight weeks before a renter’s lease ends, he sends his mailings. They may renew their lease, unless you can persuade them to at least request information about buying a home.

If you can’t access lease origination dates on your MLS or another public source, don’t let that slow you down.

Put yourself in your prospect’s shoes to identify when they might move. Many move to start a family or they already have a growing family and need more space. So they’ll be moving during summer months to not disrupt school schedules. Spring is generally a prime time to do a mailing like this.

STEP 3: Create a series of 3 letters or post cards to send out in a sequence

Now, what you want to do is send out an initial postcard 8 weeks before the lease termination date. Then send a second postcard a week later and the third postcard another week later.

Besides sending a targeted message at the perfect time, this strategy works because you are following up multiple times – response rates tend to more than triple with this strategy. You can even use “First Notice,” “Second Notice,” and “Final Notice” on the front side of a multi-sequence mailing to increase urgency.

Here’s a simple example you could use for the first postcard. NOTE: The “heavy copy” formatting is intentional. The message identifies renters who are in the market to buy a home.

You can put this on a 5½” by 8½” postcard (8½ x 11 cut in half) in a bright color (light blue or yellow). Use Microsoft Word or Publisher and print in your office or at home since you’ll be printing smaller quantities.

OR…you can convert this message into a very personal letter to renters.

Next, send the second postcard 7 weeks out from the termination of the lease.

Here’s an example…

The third and final postcard goes out 6 weeks before the end of the lease termination.

Here’s an example…

Here are some other tips with this system:

• Make an OFFER for valuable information a first time home buyer would want to know. Create your own free report by using your knowledge of real estate to give little-known details or common questions renters would ask. You could also offer a free first time home buyer seminar.

• Put these in the mail for an early week delivery (usually by Friday to have the postcards arrive by Tuesday).

• You can send these out in small quantities either by grouping specific people with lease termination dates close to one another, or by sending to an entire apartment complex if you feel the cost is justified.

• If you want to send these messages out as letters instead of postcards, remember to make the letters as personal as possible. Hand address or direct imprint the address on the envelope, use a live postage stamp, and mail merge the renter’s name on the letter.

Do you think this is a powerful way to generate business?

This strategy gets your message in front of the right prospect at the right time, and I’ve even given you the right message to use on your postcards. Even if your prospects take longer than eight weeks to buy, you’ve generated buyer leads you can follow up with all summer.

Post-closing referral programming begins with how you communicate you will still be around to provide service to your clients. That you are not going to disappear, moving on to the next deal. Here’s an easy way to give buyers a practical tool to tell their network about their new home.

After closing, agent Tami Monheiser puts a picture of her buyer’s home on the front of note cards and gives a stack to her client. This simple gesture provides a valuable service to her client that makes them feel obligated to reciprocate. You’ll also notice how the note cards include her contact information on the back (a smart way to get free advertising to people who will read the cards).

Here’s Tami’s description and you can click on the image to see her note cards as a pdf…

“This is a great closing gift I give to my buyers. I take a picture of their new home, have it printed onto the front of note cards with a saying on the bottom that says “The Smith family proudly announces their new address at 123 Anywhere Ave, Beautiful, WA, 12345”.

The note cards are left blank on the inside for them to write their special note, and on the back side I have printed “Presented by Our Real Estate Professional Tami Monheiser 425-123-4567.”

I have 50 of these printed in color and provide envelopes to match. They are shrink wrapped together with a pretty bow around to present at closing or shortly after. Every one of my clients has been so appreciative of this little gift and thankful that they now have new address cards to mail to all their friends and family. It’s a great closing gift and terrific way to market yourself for referrals to their friends and family.”

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I sign up each and every one in my SOI (sphere of influence) for automatic updates for properties in their neighborhood. I taught this trick to a new agent in my company. She went from an SOI of 38 people to over 100 in just 5 months just from sending updates. She is still working that list and things are growing like crazy for her.

Here’s how I do it.

My MLS allows me to hot sheet each person and will automatically email whenever a property matching the criteria I enter pops up in their area.

For example Jane lives on Center street and Main. I set the computer to search from 800 W to 800 E and 800 N to 800 S (approx 1 mile in any direction) I (the computer) look for new listings, new under contract, and new sold properties each day and emails Jane every day at 10 am.

Jane thinks I search every day and keep her posted. She knows everything in her neighborhood before everybody else, and knows I am on top of the market every day. I come across as the expert and I seem super busy (and able to handle it) all the time.

In my 14 yrs experience, I have found that people like to deal with people who appear successful and stay approachable. Set it and forget it! Why would she buy or sell with anyone else?

By the way, I only spend about 3 minutes per client entering the data into the computer and it works forever. I suggest entering 10 per day until you have everybody entered. Then add new people as you meet them.

The best part of my system?

When Jane gets my email, the message tells her that if she has friends, family, neighbors, or co workers who might be interested in getting emails for their neighborhood, I can add them- no problem. It’s a built-in way to build my client base.

The people who don’t have email get a postcard. It takes less than 10 min a day to send all the postcards. I simply write the information on a preformatted postcard -Address, price, activity (new listing, under contract, sold) and some basic info (bed, baths, garage, remodeled, 100% finished, hot tub, etc.).

I’m not violating any rules about advertising other agent’s listings because I send a client report that lets them know I am providing the data at their request with verbiage from my MLS, similar to when you provide a list of homes or CMA.