Most people sort their direct mail into two piles: the junk mail they throw away and the stuff they will read. You want your real estate marketing to land in the latter.
Determining the right frequency is crucial. You don’t want to overwhelm your database with too much mail, but you don’t want to send it so infrequently that it loses its impact.
Targeting Absentee Owners
FSBOs are typically resistant to listing their properties with an agent, and winning over skeptics without a personal touch is challenging. Direct mail campaigns are a smart way to reach out to these prospects and build rapport with them.
The key is to target absentee owners, who aren’t living in their homes but own them and may be looking to sell. Various data sources, including FSBO aggregators and county delinquent tax lists, can provide this information.
Once you’ve targeted absentee owners, it’s essential to customize your marketing messaging to speak to their specific needs and motivations. For example, consider targeting investors with a particular loan-to-value ratio on their property or homeowners who bought their home in 2009-2011. These leads are more likely to be motivated sellers and could fit your business well.
Reaching Out to Local Realtors
Selling a home takes a lot of time, energy, and money. For most people, it’s one of the most significant financial transactions they will ever make. And, for those who are selling a property that is a family estate after the death of a loved one, this is especially true.
Often, these sellers need to be made aware of the legal risks they are taking by trying to sell their property themselves. They also may need to learn how difficult it is to market their property and attract the right buyers.
Use your direct mail campaign to educate them on the challenges of selling an FSBO property. You can also use your mailer to provide them with tips on how they can sell their property faster and for more money. Remember, most FSBO sellers end up seeking the help of a professional real estate agent to sell their home.
Using Social Media
The most successful real estate agents use a variety of marketing mediums in finding and purchasing real estate leads. Combining direct mail with email, SEO, or Facebook ads is usually more effective than one method alone.
FSBO sellers can be some of the hottest leads but pose unique challenges. Typically, these homeowners need more experience selling homes and may not know which upgrades will add value to their home or increase marketability.
It’s essential to establish rapport and trust to capture these leads. Instead of going straight to a listing presentation, try to educate the homeowner about the pitfalls of FSBO sales and provide them with the tools they need to succeed.
Creating a Unique Message
Many homeowners sell their homes independently, assuming avoiding real estate commissions will save them money. However, the reality is that selling a home is a full-time job. From pricing the property correctly to attracting buyers, sellers must work with an agent who knows their local housing market like the back of their hand.
To convince FSBO leads that they need your services, create a unique message that addresses their concerns and illustrates how you can help them get the most out of their sale. The most effective messages catch the prospect’s attention, relate to their interests and goals, and provide confidence that you can achieve results.
FSBO leads are some of the warmest available but require a targeted approach and accurate data. Use a lead management platform to find and nurture seller leads through a customized drip campaign.
Using Trackable CTAs
One of the best ways to capture FSBO leads is using trackable CTAs. These can help you determine how well your campaigns perform and which are most effective. These tracking tools can also help you identify potential problems with your marketing strategy.
For example, many FSBO sellers must know they are liable for providing incorrect information about their property, which can lead to legal issues. In these cases, educating your audience about these risks is essential.
Another common issue that FSBOs face is overpricing their home. This can be problematic for them, as it may scare away potential buyers. To avoid this, you can convince them that your real estate expertise can help them value their home correctly. This can be done by sending them educational content that highlights this problem. This will make them more likely to work with you.
FSBO leads can be challenging to convert, but with diligent follow-up and providing them with valuable information, it is possible. It may take several phone calls or emails over weeks or months to get their attention and convince them you are the agent they need.
Unlike most other forms of direct mail, email is read and appreciated by recipients, especially the younger generations. It can send a short but effective introductory message and provide an easy way to contact you via text or voicemail.
Use a simple script to identify whether they want to sell their home or need some advice. This will foster trust and position you as a trustworthy counsel rather than someone trying to sell them something they don’t require. Also, remember to keep the conversation focused on their needs and the property, making it easier for them to accept your offer.