The following is a great example of “marketing leverage.” Rather than simply create a listing flyer describing the details of a listed home, Wes presents multiple reasons for a prospect to call him by offering a “teaser list” of other homes for sale on his flyer.

You’ll notice that the homes he lists are all within a specific price range and/or area of the listed home (by the way, if your listing client asks why you’re promoting other homes, you tell them that it’s in everyone’s best interest to get buyers to call – even if it’s on another home – this way you can direct them back to your primary listing, and it’s in your best interests to sell that home first. If they don’t call, you never know they are out there.)

The important lesson here is this: If you’re going to spend the money crating a beautiful listing flyer (or ad or any other promotion), why not look for additional ways to make it draw new business for you. One of those ways is to offer additional listings in a similar area/price as this listing – thus motivating buyer calls (that’s who visits your listings and opens your info tubes/boxes, right?). Another might be to offer Free Consumer Reports for Buyers and Sellers by calling your hotline or visiting your web site.

You cannot expect people to call you without a meaningful, specific reason for calling. This idea is similar to our “Premier Properties Flyer” in Step 2 of the 3-Steps System (www.3-steps.com). Now, here’s Wes’ short description and his flyer (click on flyer to see full size)…

“On your listing flyer include summary data of other homes in the area that are the market with the offer to also show these properties to prospective buyers. This tends to give the prospects the feeling that you are interested in finding ‘the right home for their family’ instead of just selling them a house.”

This is one of my favorite “low buck” marketing plans. I locate one of the busier pizza delivery places in town and ask to speak to the manager.

What I propose is for them to use my flyers as “box tops”. They would include a flyer with every order they send out. In return I pay for the flyers. I would also buy a gift certificate from the pizza shop and include them in my “welcome packet”.

Pizza shops get free exposure to new residents…new homeowners love the convenience of having some free pizza delivered on their moving day…and I get lots of exposure for the price of some copies and a gift certificate. Cheap and simple!

“When I get a listing appointment, I drive back by the house to snap a few digital pictures of the house (my digital camera stays in the car with me all the time). I pop the picture into my flyer, fill in as much info as possible about the house and print a nice color copy.

“The first thing I do when I sit down to do my listing presentation with the future client is hand the ‘draft’ flyer to them and ask them to proof it and add anything I may have left out. They’re very impressed right off the bat, and it sets the tone for the presentation.”

“Use flyer boxes in a different way. When you give the buyer a complete fact sheet, there is no reason for them to call you. For those of you who use a 1-800-Hotline number (See Agent Inner Circle Issue #3) the attached flyer works great. And don’t forget you can use the other side of the flyer too. Just use your imagination.”