Focusing your marketing on the consumer – not on yourself – was a constant theme from the 1400 Rainmaker real estate agents who attended Howard Brinton’s 20th Star Power Conference recently in Denver.
Marketing Tips for Short Sale Listings
Consumer-centric marketing was especially critical for capturing short sale listings. Here are several factors that drive this focus:
- Many homeowners don’t know they are “underwater” because they think their home is worth more than it is.
- Many owners who are at the end of their rope don’t know about a short sale option, or the difference between a short sale and foreclosure.
- Many prospective short sellers are private and guarded because they are embarrassed, hurt, scared, humiliated.
- Many prospects begin with information gathering: 1) to gain trust in the real estate agent, and, 2) to educate himself or herself before meeting with an agent.
- Rainmakers who specialize in distressed properties appreciate informed clients because working with an educated consumer greatly reduces counseling time and problems later in the process.
- High-value information is key to incubating short sale inquiries until they are ready to step forward for a personal appointment.
At the first appointment, when the prospect learns they will be “leaving money on the table” if they don’t do a short sale, Rainmaker real estate agents ask if it is “still important for them to sell.” Commitment at the front end avoids hassles later.
What have your found that is effective to earn the trust of short sale homeowners?
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