My sister is a Realtor and she and her ex husband have a few of their rental properties for sale. On the MLS listing sheet she is shown as the listing agent and her ex is shown as the owner (their last names are the same). She has made proper disclosure with the remarks that "Agent is related to seller".
One of the properties expired and her ex received a letter in the mail soliciting the expired listing! In this letter the Realtor enclosed a copy of the MLS sheet that shows in the agent remarks, "Agent is related to seller" and also includes a copy of tax records showing the owners name as my sisters ex. To make it even better is the letter that is included. I wish I could scan it up and post in on there, but I don't know how, so I will type it AS IT IS WRITTEN.
This letter is photocopied on the agent's letterhead. The copier must be running out of toner because there are lines running through the letter where you can hardly read it due to the lack of toner. I hope you are getting the picture... Anyways, here it goes.
Hello again,
It saddens us and should sadden all Realtors when a listing expires and does not sell in a timely manner. By re-examining the pricing and condition of you home based on today's market, since the market has changed in our area, I believe we can get the job done.
Buyers today need to be helped to your home more than ever. My knowledge in finance will guide a buyer to your home with a contract and possible sale.
In making a listing becomes a sale there are many facets. The home must be presented well in today's market. In marketing your home we need good teamwork. Our team and you are working together to find that right buyer for your home. Good marketing will stimulate good buyers and desire.
In choosing a Realtor I will work in your employment to the best of my ability and service you since we are a team. Service to the homeowner is what I do as a Realtor to make a listing become a sale, then final closing, and a check.
Please contact me to give you the details of my marketing plan on your home.
Respectfully Yours,
xxxxxxxxx
"Good Marketing will stimulate good buyers and desires" If this letter shows how this Realtor markets himself, I would hate to see how he markets a house!
"...service you since we are a team. Service to the homeowner is what I do...." I don't even want to go there.
"Buyer today need to be helped to your home more than ever." They must have a large handicap population in Bay City
So next time you create a new letter or marketing piece, PLEASE make sure you give it to someone else to read. Make sure it makes sense and has proper grammar!
Make Sure Your Marketing Materials Project The Image You Want!
Here are a couple of suggestions to make sure your marketing goes to the client the best it can:
- Spell check! AND then reread it to make sure you did not put a different word in place of the one you really wanted. Spell Check does not fix that mistake!
- Read your letter backward. This way you do not get caught up in what you know it is supposed to say.
- Give your marketing piece to your partner, secretary or someone you trust. Have them read it and make sure it makes sense. Ask them to make suggestions on how you can improve it.
- Ask a past client to give their opinion. Would they respond to this marketing piece?
- Re Evaluate your marketing piece after it has been in circulation for a few weeks. Are you getting any response? If not, ReWrite or Tweak it.