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Listing Generation: Ads & Scripts to Attract Home Sellers

Look:

Listen: Marketing Call, June 25, 2001 (44 min)

Learn:

The By Referral Only mindset is about helping and giving — the more you give, the more you receive.

This is especially true for home sellers, people in the process of thinking about moving, hungry for information, but not wanting to call a real estate agent for all the reasons we understand: Peggy is afraid.

The biggest mistake in real estate advertising is the attempt to get the consumer to make a decision to want to meet with you just by reading an ad. That's a tough (and expensive!) row to hoe.

There is a much easier way to find prospective home sellers — and obtain listings. Offering them what they want… information.

There are three excellent reasons to give offer help to sellers without trying to get them to want to list immediately.

  1. Prospects Identify Themselves. When you offer and information help that a prospective home seller feels of value, he will be more inclined to take a baby step and "raise his hand" and ask for the information. In that moment, you have just compelled an invisible prospect to "surface" and become visible. Odds are very good that at this point you are the only real estate professional that knows that this seller is "in the process." It's now up to you to continue the relationship.
  2. Positions You As Consultant vs Salesperson. Offering a valuable special report for free along with other free, no-obligation services to FSBOs helps you position yourself as a knowledgeable, valuable professional — THE person to help them when the time comes for them to stop trying themselves and retain a professional. They see you as completely different from the pack of salespeople hounding them day and night with phone calls and a barrage of trite, tasteless, chest-thumping, "we're the best" mailings.
  3. They Need Another Home. Many home sellers will purchase another home in your community — and many of those purchases will be listed properties. Even if they turn into a FSBO, and you give them help and information… and they manage to pull it off and sell themselves, who do you think they will use to help them find another home — if you have clearly demonstrated that you are (1) knowledgeable and (2) not a "salesperson"?

This campaign is built around offering the prospective seller information that he is hungry for. He knows that he rarely sells a home. He knows that there are strategies to make a home sell faster, but doesn't want to feel obligated yet by consulting with a salesperson.

Since the seller is hungry for information, let's offer it to him, but in a fashion that is written in HIS language, instead of the language of the industry, in a "public service" format.

Instead of offering a free report that you must mail, offer the information on a "consumer awareness hotline." Now you have the opportunity to "connect" with the prospect on an auditory level, and build value and trust.

How it Works:

  1. Review the ads, the script in this document.
  2. Listen to the click training.
  3. Review document 8020 to understand why this type of advertising is so powerful.
  4. Download the Publisher document with the script, ads and report to your hard drive.
  5. Change only your name, company name and phone number.
    Record your script.
  6. Select an ad from the Publisher document.
  7. Change only your name, company name, city and hotline number. Do not add slogans, logos, or make your name real big. If you're still tempted to make changes, review MORE document 8020 again!
  8. Personalize the special report with your own name. Do not alter any other copy.
  9. If you wish to change copy or the look of the report or ad, submit your changes to the membership services department with a request to have reviewed on the Ad Clinic.
  10. Place your ad.
  11. Track your hit costs.
  12. Test two different ads. Which generates the lowest hit costs?
  13. Share your results on the Marketing Teleclass.

Download These Templates:


Samples/Templates:

Home Seller Consumer Awareness Hotline
"Home Selling Tip" Script And Home Seller Report

This script is designed to give valuable information to home sellers, position you as a valuable, knowledgeable consultant, and compel sellers to call you or leave a request that you contact them with more information. When this occurs, you often are the first real estate professional to know that this home owner is considering selling his home.

The Script

Hello, this is Terry Hunefeld, and thanks for calling the Home Seller Consumer Awareness Hotline. During my ___ years as a Realtor, I've seen sellers make some big mistakes. This hotline is a public service that will alert you to some of the most common mistakes, provide you with additional information by mail if you so request, and explain how you can obtain a computer printout of homes presently for sale and homes that have sold in your immediate area.

The mistake I see made most often is that of sellers failing to do the simple things that cost almost no money, yet always make homes sell for thousands of dollars more.

Buying a home is an emotional decision on the part of the buyer. Often the buyer doesn't even consciously know why they like one home more than another... they just do. Decisions are made on a deep subconscious level tied into what makes them feel comfortable, safe and secure. That's why it's so important to make sure your home looks, feels and smells its best. Remember that you're competing with 900 to 1,200 (insert number appropriate for your area) other homes for sale. Since buyers buy on emotion… let your home be the cleanest, freshest and cheeriest, and you'll have a much faster sale… at a higher price.

If your home is logically a good value, but buyers don't feel warm and emotionally attracted to the home, you will receive lower offers. You'll want lots of people to say or think, "Wow! This is nice! I would like to live here!"

Let's take a look at five factors that assure buyers experience a good feeling when they see your home:

First, What I Call The Cheer Factor: For maximum visual effect, turn every light on, even on a sunny day. Light creates a warm, safe feeling. Open all window shades. Clean your draperies and curtains. Make sure your windows are spotlessly clean. Let the sun in and keep those lights on. Leaving all your lights on for two hours costs only about 23 cents, and makes your home look larger and more spacious.

Second, Is The Access Factor: Buyers and real estate agents are busy. They're not looking only at your home, but fitting your home into a schedule that allows them to look at other homes as well. The less flexible you are with your showing schedule, the fewer buyers will look at your home.

Thirdly, Is The Distraction Factor: Do everything you can to minimize distractions for the buyer. Turn the TV and the loud music off. Leave soft music playing. If at all possible, make arrangements with a neighbor to take care of children or pets. If that's not possible, consider taking a walk around the block with kids and pets while buyers browse, or simply take them outside.

Fourth Is The Décor Factor: Tasteful and up-to-date decor is your best investment for getting a greater return on your money. Paint and new wall coverings makes the whole house smell clean and neat. Faded walls and worn woodwork reduce desire. Don't tell a buyer how your home can be made to look, show them by making it look great. A quicker sale at a higher price will result. Generally, you can expect to receive 3 to 5 dollars back for every dollar you invest in tasteful décor.

If your wall coverings, light fixtures or floor coverings are dated or an unusual color, you should consider replacing them with neutral colors and tones. I've seen many houses sell for thousands of dollars under value because the sellers did not want to acknowledge this problem. Don't think that buyers have more money than you to replace carpet or fixtures. They don't. They simply buy elsewhere or will make you a low offer.

Fifth, is The Front Yard Factor: An pleasing exterior invites inspection of the interior, since your front yard reflects the inside condition of your house. Make certain that trees are trimmed so the house can be seen from the street. Have the grass mowed, trimmed and edged. Rake leaves. Plant flowers. Sweep walkways. Clean away debris. Wash windows. Remove parked cars. This all adds to curb appeal. If a buyer doesn't get a warm, cozy feeling by driving by, they'll not ask to see the inside.

Well, that's five factors to consider, and there's too many more to include on this recorded announcement. You may obtain a printed list of these tips, together with additional tips about closets, storage, basements, fixtures, roofs, tile, first impressions, kitchens, bathrooms, garages, and exterior repair. To obtain the full report, just leave your name and address at the end of this recording, and we'll get it right in the mail to you.

Additionally, the most important factor in marketing your home is understanding what your competition is offering. It is now possible for you to obtain an up to date computer printout, customized to your size and style of home, of all houses presently for sale in your neighborhood, as well as list of all homes that have sold in your neighborhood over the past 6 months. To obtain the report, call me at my office and I'll program the computers to search your competition, print the report, and put it in the mail to you. This is a no cost, no obligation service that I provide to home sellers. Call me at my office at 555-1212, and ask for Terry Hunefeld. Or, if you prefer, just leave your name and phone number at the end of this recording along with the best time to reach you, and I'll give you a call to get the specifics on your home before I program the computers to do the search for you.

Well, that's about it for this recording. To receive a printed list of these tips, plus even more tips, leave your name and address at the sound of the tone. Be sure to spell your name and street name. To receive a computer printout, leave your name and phone number and the best time to reach you to get the specifics on your home, or call me, Terry Hunefeld, at 555-1212. Here comes the beep tone, bye for now!

Following is the three-page report that you will mail to sellers who request it. Be sure to sign page three.

 

How To Sell Your Home
For The Most Money
In The Shortest Possible Time

By (your name here)
U.S. Home And Realty
616-456-1930

Dear Prospective Home Seller,

This report has been prepared to help you avoid common mistakes made every day by well-meaning home sellers. During my ___ years as a Realtor, the mistakes I see made most often are those where sellers fail to do simple things that cost almost no money, yet always make homes sell for thousands of dollars more.

Buyers Buy On Emotion, Not Logic

Buying a home is an emotional decision on the part of the buyer. Often the buyer doesn't even consciously know why they like one home more than another... they just do! Decisions are made on a deep subconscious level tied into what makes them feel comfortable, safe and secure. That's why it's so important to make sure your home looks, feels and smells its best. Remember that you're competing with 900 to 1,200 (insert number appropriate for your area) other homes for sale. Since buyers buy on emotion, let your home be the cleanest, freshest and cheeriest, and you'll have a much faster sale at a higher price.

If your home is logically a good value, but buyers don't feel warm and emotionally attracted to the home, you will receive lower offers. You want lots of people to say or think, "Wow! This is nice! I'd like to live here!"

Let's Take A Look At Five Factors
That Assure Buyers Experience A Good Feeling
When They See Your Home:

First, The Cheer Factor: For maximum visual effect, turn every light on, even on a sunny day. Light creates a warm, safe feeling. Open all window shades. Clean your draperies and curtains. Make sure your windows are spotlessly clean. Let the sun in and keep those lights on. Leaving all your lights on for two hours costs only about 23 cents, and makes your home look larger and more spacious.
Second, The Access Factor: Buyers and real estate agents are busy. They're not looking only at your home, but fitting your home into a schedule that allows them to look at other homes as well. The less flexible you are with your showing schedule, the fewer buyers will look at your home.
Third, The Distraction Factor: Do everything you can to minimize distractions for the buyer. Turn the TV and the loud music off. Leave soft music playing. If at all possible, make arrangements with a neighbor to take care of children or pets. If that's not possible, consider taking a walk around the block with kids and pets while buyers browse, or simply take them outside.
Fourth, The Décor Factor: Tasteful and up-to-date décor is your best investment for getting a greater return on your money. Paint and new wall coverings makes the whole house smell clean and neat. Faded walls and worn woodwork reduce desire. Don't tell a buyer how your home can be made to look, show them by making it look great. A quicker sale at a higher price will result. Generally, you can expect to receive $3 to $5 back for every dollar you invest in tasteful décor.
If your wall coverings, light fixtures or floor coverings are dated or an unusual color, consider replacing them with neutral colors and tones. I've seen many houses sell for thousands of dollars under value because the sellers did not want to acknowledge this problem. Don't think that buyers have more money than you to replace carpet or fixtures. They don't. They simply buy elsewhere or will make you a low offer.
Fifth, The Front Yard Factor: A pleasing exterior invites inspection of the interior, since your front yard reflects the inside condition of your house. Make certain that trees are trimmed so the house can be seen from the street. Have the grass mowed, trimmed and edged. Rake leaves. Plant flowers. Sweep walkways. Clean away debris. Wash windows. Remove parked cars. This all adds to curb appeal. If a buyer doesn't get a warm, cozy feeling when driving by, they won't ask to see the inside.

Here are more tips:
Storage: All clothing, shoes, hats, accessories, tools, papers, magazines, books and personal items not contributing to the décor of the room should be stored in closets or dressers. All closets should be tidy, neat and clean. Basement storage areas should be neatly arranged. Kitchen counters should be clean and free of any articles not contributing to the décor of the room. All magazines, books, ashtrays, food, bottles, containers, boxes, cans, toys, hobby accessories, tools, dishes, cookware, etc. should be stored in the proper cupboards, closets or storage areas.
Closets: The interiors of all closets should present an organized, tidy and uncluttered appearance. All unneeded or unused items should be discarded. Display your storage and utility space by removing all unnecessary accumulations in attic, stairways, basement, closets and garage.
Basement: Should be neat, clean, dry and tidy. All materials and tools should be stored on shelves or in cabinets. Discard as much unneeded material as possible prior to showing the house to prospective purchasers.
Windows: All windows should be spotlessly clean inside and out. All windowsills, as well as any space between the window and storm window should be spotlessly clean and free of any flaking or loose paint. All windows should be in good repair with no cracks. Screens should be clean and in good condition, free of rust and holes. Any paint on glass should be removed with a razor blade prior to cleaning.
Fixtures: All bathroom and kitchen fixtures and counters should be sparkling clean. Polish chrome faucets and handles in the tub and sinks. All sinks, tubs, toilets and counters should be clean.
Floors: All flooring should be clean, and waxed if necessary. All carpeting should be very clean regardless of its age. If the carpeting has not been steam cleaned for more than two years, now is the time to do it. Basement floors should be swept and mopped.
Doors: All doors should be free of scotch tape, posters, decals, or stickers. All door handles should be clean and in good repair.
Ceramic Tile: All joints between tiles should be clean and white. Use DAP bathroom tile sealer to reseal the joint between bathtub and wall and floor.
Walls: All walls should be clean and free of gouges, scratches, smudges, scotch tape, posters, thumbtacks, etc. Walls should have only decorative items. Posters and paper pictures taped to walls should be removed and all evidence of the tape markings removed.
Odor: Nothing smells better than fresh air. On warm days, have your windows open and shades up. Make your home feel and smell bright, fresh and clean and you will have a faster sale. Make very sure that there are absolutely no pet odors.
First Impressions: Keep your lawn trimmed and edged, flowerbeds cultivated, the yard clear of refuse. Winter lawn, especially in front, is a big asset.
Fix That Faucet: Dripping water discolors the enamel and calls attention to faulty plumbing.
A Day With The Carpenter: Loose doorknobs, sticking drawers and warped cabinet doors are noticed by the prospect. Have them fixed.
The Kitchen: Tasteful window coverings in harmony with the floor and counter tops add appeal. Keep the oven clean - it often gets inspected.
The Bathroom: Bright and clean bathrooms sell many homes. Keep toilet lids down. Make sure the grout/corners in the tub/shower are spotless.
Be Aware Of Odors: People will linger in a fresh, pleasant-smelling home. Stale air, or bad odors, make them want to get out and can ruin the sale.

Do You Know What Your Competition Is Doing?

Now You Have A Secret Weapon!

The Home Seller
Competition Analyzer

The most important factor in marketing your home is understanding what your competition is offering. It is now possible for you to obtain an up-to-date computer printout, customized to your size and style of home, of all houses presently for sale in your neighborhood, as well as list of all homes that have sold in your neighborhood over the past six months.

To obtain the report, call me at my office and I'll program the computers to search your competition, print the report, and put it in the mail to you. This is a no-cost, no-obligation service that I provide to home sellers.

Best Wishes,


Terry Hunefeld
U.S. Home and Realty
616-456-1930

 

Listing Generating Homes Magazine Ad

New Consumer Awareness
Hotline Helps Home Sellers
Pocket Thousands Of Additional
Dollars When Selling Their Homes

Grand Rapids — A new consumer awareness hotline gives Grand Rapids home sellers a behind-the-scenes peek at the most common mistakes that people make when selling their homes — how not to make them — and shares tips on simple, inexpensive things to do that make homes sell for thousands of additional dollars.

"Some home sellers over-invest in expensive improvements that don't significantly increase the value of their home," said Terry Hunefeld of U.S. Home and Realty Corp, "while other sellers fail to do the simple things that cost almost no money, yet always make homes sell for thousands of dollars more."

Hunefeld became so frustrated with seeing sellers make the same mistakes over and over again that he launched the Consumer Awareness Hotline several months ago as a community service.

"It's really nice to see that people are calling and getting benefit from the hotline." said Hunefeld. "We get calls from people almost every week thanking us for the tips."

You can listen to Hunefeld's Consumer Awareness Hotline by calling 1-800-555-1212 and entering extension 4722 to listen to a free recorded message.

U.S. Home and Realty Corp

Multi-Purpose Listing Generating Display Ad

  • Weekly Shopper
  • Church Bulletin
  • Paid Ad in a Neighborhood or Condo Association Newsletter
How To Pocket An Extra $5,000
When You Sell Your Home

Grand Rapids — A new consumer awareness hotline gives Grand Rapids home sellers a behind-the-scenes peek at the most common mistakes people make when selling their homes — and how not to make them. The hotline also shares tips on simple, inexpensive things to do that make homes sell for thousands of additional dollars. You can listen to the Consumer Awareness Hotline on a free recorded message by calling 800-555-1212 and entering extension 4722.

U.S. Home and Realty Corp

Multi-Purpose Listing Generating Display Ad #2

  • Ad for Homes Magazine
  • Weekly Shopper
  • Paid Ad in a Neighborhood or Condo Association Newsletter

 

Consumer Awareness
Hotline Saves Home Sellers
Thousands Of Dollars

Grand Rapids — A new consumer awareness hotline gives Grand Rapids home sellers a behind-the-scenes peek at the most common mistakes people make when selling their homes — and how not to make them. The hotline also shares tips on simple, inexpensive things to do that make homes sell for thousands of additional dollars. You can listen to the Consumer Awareness Hotline on a free recorded message by calling 800-555-1212 and entering extension 4722.            U.S. Home and Realty Corp

Listing Generating Ad For Your Monthly Client Newsletter

 

My New Consumer Awareness
Hotline Helps You Pocket
Thousands Of Additional Dollars When Selling Your Home

My new consumer awareness hotline gives home sellers a behind-the-scenes peek at the most common mistakes that people make when selling their homes — how not to make them - and shares tips on simple, inexpensive things to do that make homes sell for thousands of additional dollars.

I've seen some home sellers over-invest in expensive improvements that don't significantly increase the value of their home. Other sellers fail to do the simple things that cost almost no money, yet always make homes sell for thousands of dollars more.

I got so frustrated at seeing sellers make the same mistakes over and over again that I started a Consumer Awareness Hotline several months ago as a community service. If you know of anybody selling their home, be sure to pass the number along to them!

You or your friends can listen to the consumer hotline on a free recorded message. Call 555-1212 anytime, 24 hours a day, and enter extension 4722.

Listing Generating Ad For

  • Homes Magagine
  • Weekly Shopper
  • Church Bulletin
  • Paid Ad in a Neighborhood or Condo Association Newsletter
How To Pocket An Additional
$5,000 When You Sell Your Home

Grand Rapids — A new consumer awareness hotline gives Grand Rapids home sellers a behind-the-scenes peek at the most common mistakes that people make when selling their homes — and how not to make them. The hotline also shares tips on simple, inexpensive things to do that make homes sell for thousands of additional dollars. You can listen to the consumer awareness hotline by calling 555-1212 and entering extension 4722.
U.S. Home and Realty Corp

Business Card

Lead Generator Message for the Back of Your Business Card or as a Freestanding Ad in Your Monthly Client Newsletter.

How To Pocket An Additional
$5,000 When You Sell Your Home

My consumer awareness hotline gives you a behind-the-scenes peek at the most common mistakes that people make when selling their homes — and how not to make those mistakes. The hotline also shares tips on simple, inexpensive things to do that make homes sell for thousands of additional dollars. Just call 555-1212 for a free recorded message, 24 hours a day, and enter extension 4722.      U.S. Home and Realty Corp

Evidence of Success Postcard

(front, address portion)

How To Pocket
An Extra $5,000
When You
Sell Your Home
[[stamp]]
My consumer awareness hotline gives you a behind-the-scenes peek at the most common mistakes that people make when selling their homes — and how not to make those mistakes.

The hotline also shares tips on simple, inexpensive things to do that make homes sell for thousands of additional dollars. Call 555-1212, 24 hours a day, and enter extension 4722. Free recorded message.
[[Address Label here]]

Listing Generating Classified Ads

KENTWOOD— Consumer Awareness Hotline helps home sellers pocket thousands of additional dollars. Free recorded message. 555-1212, ext 384. ABC Realty DENVER— Free recorded message reveals the secret of how to pocket an additional $5,000 when you sell your home. 555-1212, ext 384. ABC Realty
CASCADE— Consumer Awareness Hotline helps home sellers pocket thousands of additional dollars. Free recorded message. 555-1212, ext 384. ABC Realty DENVER— New research reveals top 5 strategies to pocket an additional $5,000 when you sell your home. Recorded message. 555-1212, ext 384. ABC Realty
CHICAGO— Consumer Awareness Hotline helps home sellers pocket thousands of additional dollars. Free recorded message. 555-1212, ext 384. ABC Realty KENTWOOD— New research reveals top 5 strategies to pocket an additional $5,000 when you sell your home. Recorded message. 555-1212, ext 384. ABC Realty
DENVER— Consumer Awareness Hotline helps home sellers pocket thousands of additional dollars. Free recorded message. 555-1212, ext 384. ABC Realty KENTWOOD— New research reveals how sellers pocket an additional $5,000 when they sell their homes. Recorded message. 555-1212, ext 384. ABC Realty
DENVER— Consumer Awareness Hotline saves hundreds of home sellers thousands of dollars. Free recorded message. 555-1212, ext 384. ABC Realty DENVER— What real estate agents don't tell you - how to pocket an additional $5,000 when you sell your home. Free recorded message. 555-1212, ext 384. ABC Realty
KENTWOOD— Consumer Awareness Hotline saves hundreds of home sellers thousands of dollars. Free recorded message. 555-1212, ext 384. ABC Realty KENTWOOD— What real estate agents don't tell you - how to pocket an additional $5,000 when you sell your home. Free recorded message. 555-1212, ext 384. ABC Realty
KENTWOOD— Free recorded message reveals the secret of how to pocket an additional $5,000 when you sell your home. 555-1212, ext 384. ABC Realty  

 

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