Learn:

Roxanne Kellemen of New Century Title in Carlsbad, CA teaches her Realtor clients to do the Endorsement Letter strategy. “We always get at least one piece of new business for our Realtors when they use this strategy. The best we’ve done so far is six new listings in two weeks! All from the same neighborhood. The Realtor who benefited from this had been in business for many years and she’d never had anything like that happen to her before.”

This strategy has a two-letter punch. The first letter comes from your client as a listing announcement, which invites the neighbors to listen to your free recorded message about the home. It’s important to send this out before your sign goes up on the property. The letter attracts interest and makes neighbors feel special because your client is informing them of the move before the For Sale sign goes up. You should target about 100 people in the immediate radius of the seller’s home.

The most important thing is for the letter to come from the seller and not from you. Use the letter template below to make 100 copies with the seller's information and signature. Be careful of the details! Print on plain white stationary – nothing fancy. Use real postage, not metered. Use a plain white envelope, either with no return address or with your seller’s handwritten name and return address.

When the house sells, send the second endorsement letter to the same 100 neighbors. In this letter, the seller offers a personal good-bye to the neighborhood and gives you a more enthusiastic endorsement. The personal good-bye adds an important warmth to the letter that reflects on you, as well.

Instead of asking clients to write these letters, you can show them similar letters and suggest they cross out and change the content to personalize it to themselves. This is easier than asking them to write a letter from scratch, and you avoid the awkwardness of saying you’ll write the letter for them.

This double-hit strategy is unique. It attracts people who are in the move-up process and often results in a two-sided transaction. The nice thing about this program is the low cost and the high leverage. It can bring in a $50-to-$1 return even if you get only one new client for every two listings.

Lenders, Here’s How You Can Use This Campaign

Lenders, your best option for making use of this strategy is to partner with a Realtor. You can offer this campaign as a “gift” to your Realtor alliance with the understanding that all new loans that result will come to you. In the Just Sold Endorsement Letter, be sure to add a line commending yourself as the Lender whom the seller chose to help them purchase their new home.

If you do not already have a strategic alliance who would be willing to run this campaign with you, refer to the document Finding the Right Strategic Alliance Partner, Results in Action Kit, July 2002. Or contact your Coach for guidance.

Using FREE Recorded Messages

To implement this amazingly effective strategy, you will need a telephone system with multiple voicemail boxes. For assistance in setting up your phone system, join the Hotline Teleclass hosted by Automatic Response Technologies (ART). ART offers a basic Quick Results package that enables you to begin using this strategy immediately. Refer to the Teleclass Schedule in your Community Weekly On-line e-mail for the date, time, and code of the next call.

Activity	Time	Cost
Obtain a list of names and addresses from the title company.	Telephone call 5 minutes; allow one to two business days for delivery	None
Download and customize Just Listed letter.	15 minutes	None
Ask client for their participation.	5-10 minutes	None
Print 100 copies, address and mail.	20 minutes	Paper, envelopes and stamps for 100 letters = $45
Customize, practice and record scripts.	10-20 minutes per extension	None
Download and customize Just Sold letter.	15 minutes	None
Print 100 copies, address and mail.	20 minutes	Paper, envelopes and stamps for 100 letters = $45
Optional: Set up voicemail system.	90 minutes	System with multiple boxes – varies. ART Quick Results plan – $44.95 per month
Optional: strategic alliance conversation.	60 minutes	None

How it Works:

1. Compile the list of names and addresses of the neighborhood where you want to send the letters. You can get this list from your title company. Some title companies may even provide the lists already printed on labels for a fee.

2. Download the Just Listed Endorsement Letter into a new document and change the areas highlighted in red to your clients' specific information. Change the red to black.

3. Meet with your clients to show them the program. Explain that you will be sending the Just Listed Endorsement Letter and Just Sold Endorsement Letter out in their name to their neighbors.

4. Print 100 of the Just Listed Endorsement Letters.

5. Download the Just Listed Endorsement Letter Script. Fill in the blanks, then practice and record the script.

6. Mail the letter to your group of 100 neighbors.

7. After the home is sold, download the Just Sold Endorsement Letter. Change the red-highlighted information, or ask the seller to customize the letter by marking out and penciling in changes. Customize the personal information, change the red to black, and print 100 copies.

8. Download the Just Sold Endorsement Letter Script. Fill in the blanks, then practice and record the script.

9. Mail the Just Sold Endorsement Letter to the same 100 neighbors who received the Just Listed Endorsement Letter.

Options and Alternatives:

Here’s a variation from Roxanne Kellemen of New Century Title in Carlsbad:

Immediately after the property goes into escrow (as opposed to after closing), Roxanne recommends interviewing the client, or having a third party do the interview, using these questions:

• What compelled you to work with me?
• What are one or two things that have really stood out during the time we’ve worked together?
• If you were to leave behind a message for the new owners of your home regarding the neighborhood, what would it be? (Also ask how long they’ve lived in the neighborhood if you don’t already know.)

The Realtor creates the letter from the answers. When the “in escrow” sign goes up, the Realtor removes the old flyers from the info-box and replaces them with the new Just Sold Endorsement Letter. Roxanne’s Realtors don’t mail the letter, yet they still get results!

Just Listed Endorsement Letter      Download Template

Date Name Address City, State ZIP I Have Never Done Anything Like This Before Dear Kathy, I am your neighbor, Mary, and I live at 12900 Willow Creek Road. My family and I have been living in your neighborhood for six years. We have loved living here and now we are moving. You will notice a For Sale sign go up next week. We have chosen Ralph Williams at U.S. Home and Realty to represent us in the sale of our home. The reason I am writing you is to make sure you are the first to know that we are selling our home. If you have any friends, family members or perhaps coworkers who would like to live in your neighborhood, you might want to tell them about our house. Wouldn’t it be nice if you could pick your next neighbor? Here is a phone number your friends can call: 800-555-5555, ext. 1234. When they call they will listen to a free recorded message that provides all the information on our home – and the best part is that they can call 24 hours a day, seven days a week. You can also call 800-555-5555, ext. 1234 anytime and listen to the message. When we find a new owner I will write you again and give you all the details! Respectfully, (Mary's Signature) Mary Anderson

Specific Listing Script – Realtors      Download Script

(Introduce yourself.) Hello, this is Ralph Williams and thanks for calling my real estate help line about the home at 12900 Willow Creek Road in Kentwood. This is a lovely home, and what makes it extra special are the zero down payment and low interest rate home loan options we’ve secured for the property. (Tell about the house.) Willow Creek is an extraordinary 3 bedroom, 4 bath home surrounded by more than an acre of beautifully landscaped, private grounds nestled in among huge maples and evergreens, and flower gardens complete with a lighted waterfall and fish pond. The home is decorated in the best of taste – like new in every respect – and meticulously maintained. Features include two fireplaces, three oversize heated and air conditioned garages, and a separate workshop. (Tell about the price and value.) Willow Creek is listed for $189,000. It's an exceptional value, in that many homes in the area have sold for well over $200,000. If you would like a computer printout showing what other homes have sold for in the area, just give me a call and I'll be happy to put one in the mail to you. (Tell about the unique, compelling home loans.) I’ve arranged for several different types of home loans for 12900 Willow Creek. Three loans require absolutely zero down payment. Two loans feature extremely low monthly payments, and four loans are available with below market interest rates. (Entice the listener. Tell about your Unique Service Offer.) If Willow Creek doesn’t meet your housing goals, there are 86 homes in Kentwood that qualify for these zero down home loan programs. To learn more about them, please call me for a free HomeFinder computer printout listing all the homes in Kentwood that are available for zero down payment. The printout is free and without obligation. I can e-mail it, fax it or mail it to you at your request. (Call to action.) For more information about Willow Creek, or if you would like to see the inside, or you would like a free HomeFinder Computer printout of other homes in Kentwood that you can own with zero down payment, please give me a call at 456-1950. Again, I’m Ralph Williams, and my telephone number at U.S. Home and Realty is 616-456-1950. (Feel-good Close.) Thanks for calling my real estate helpline and best wishes in your home search.

Just Sold Endorsement Letter      Download Template

Name Address City, State ZIP Dear Kathy, I recently sold my home at 12900 Willow Creek Road in Kentwood and am moving to 553 Dearborn St. in South Park. I’m going to miss the tree-lined streets and all the dog-lovers, but I’m trading all that for a brand new home with a huge yard nearer to where my parents live. I want to share with you my experience of working with Ralph Williams during the selling of my home. Quite simply, I highly recommend him to you, should you ever need real estate services. I first met Ralph when I was referred to him by a dear friend. I was extremely impressed with his professionalism and enthusiasm. When it came time for us to sell, I had no doubts about who to call. From day one, Ralph put my needs first. He was always responsive and sympathetic, left no detail uncovered, and had high standards of excellence. I have sold several homes in the past and never received this special kind of service. Ralph’s knowledge of the real estate market is obvious. We wanted to price our home a little below the market because we needed a fast sale, but Ralph convinced us he’d be able to find a buyer quickly at full market value. He did. I’m glad I listened to him. His marketing skills are second to none. We were thrilled with a technique he calls the Ugly Yellow Sign. Ask him about it when you call him. I thought I would send this letter along to you as a thank you to him for all he did for us. Ralph is a wonderful resource. Call his Consumer Awareness Hotline to hear a free recorded message about how to save thousands of dollars when selling your home – 800-555-5555, ext. 1236. Good luck in your own future endeavors! Your (former) neighbor, (Mary’s signature) Mary Anderson

Consumer Hotline/Seller Tips Script – Realtors      Download Script

Hello! You’ve reached the Home Seller Consumer Awareness Hotline. I’m Ralph Williams with U.S. Home and Realty. During my 10 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, and to furnish you with free customized computer printouts of homes presently for sale and homes that have recently sold in your immediate area. A very common mistake I see sellers make is failing to do the simple things that cost almost no money, yet always make homes sell for thousands of dollars more. 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. That’s because 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 other homes for sale. Since buyers buy on emotion… let’s look at how your home can be the cleanest, freshest and cheeriest. This will lead you to a much faster sale… at a higher price. Here are the five most powerful 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 more flexible you are with your showing schedule, the more 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 three to five dollars back for every dollar you invest in tasteful décor. Fifth, is 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 by driving by, fewer will ask to see the inside. Well, that's five factors to consider. However, there is one, final, most important factor to consider… and that is your competition. People don’t look at just one house and then buy. They look at five, 10 or 15 homes before making their decision. How does your home stack up against the competition? It’s 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. This gives you insight into your competition, and a snapshot of what buyers are willing to pay. To obtain the printout, just give me a call at my office and I'll program our computers to search your competition – the recent sales of similar homes – print the report, and e-mail it, fax it, or 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 616-456-1950, and ask for Ralph Williams. 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. This is Ralph Williams. Thanks for calling the Home Seller Consumer Awareness Hotline and best wishes in the sale of your home!