The Marketing:

Buyers don't want a relationship with you. At least, not yet.

Proof: If they wanted a relationship with an agent, they would pick up the yellow pages and call a Realtor. But they haven't. They're calling on ads and signs – and in most cases not divulging their names or phone numbers – because they just want to collect information without a lot of hassle from a high pressure real estate agent making them feel obligated.

Thus, many of your ads on your listings are wasted. The prospect calls, finds out that he is not interested in your listing, and goes on to hunt for yet another.

The prospect has lost an opportunity to work with you. You have lost the opportunity to help the prospect. A double loss.

There is a way to end this absurd waste of advertising. A listing ad can do "double duty" if your script uses lead generation dialogue.

First, of course, you try to sell the listing. It's your obligation. But what are the chances that someone calling on your listing will buy that listing? One in 50? One in 100? One in 200?

There is no sense in losing the buyer if he or she is not interested in your listing. In fact, it is a disservice to your other sellers and future sellers.

It's a distinct benefit to your sellers for the callers to hear about your unique services, stay on the line, and perhaps become one of your Preferred Buyers. Your sellers all benefit from double duty advertising because you can afford to do more of it, thereby giving each of their listings more exposure.

A "double duty" ad captures a significant percentage of those who are not interested in the property on which they called, but are in the process of thinking about buying a home.

Note how in the following script that callers on the Shadow Brook listing are "tantalized" by your Home Finder Service^sm and by your special home loans.

Your ad and sign will refer callers directly to extension #283.

After listening to information on the listing, the buyer will hear about your additional services – but only if you get right to it.

If the buyer determines that the listing is "not for me" he will hang up before you are able to capture his attention with your additional unique services. That's why it is so vitally important to NOT babble on and on about the listing.

The Ad:

CASCADE – Lovely $180,000 home for $160,000. Zero down payment. Free recorded message. U.S. Home. 555-1212, ext 283.

Terry's R/x For Automatic Prospecting Success

Test, test, test:

You don't know what will work for you, in your target market, in your area. You must test variables, and track response. Sometimes the ads and scripts will work for you the first time you try them, exactly as shown. Other times the classifieds won't pull well. You don't know (and never will know) until you try.

Classifieds:

(__) Classified in your daily newspaper under homes for sale with price, ext 101

(__) Classified in your daily newspaper under homes for sale without price, ext 102

(__) Classified in your daily newspaper under homes for rent, ext 103

(__) Classified in your weekly shopper under homes for sale with price, ext 104

(__) Classified in your weekly shopper under homes for sale without price, ext 105

(__) Classified in your weekly shopper under homes for rent, ext 106

(__) In neighborhood newsletter, ext 109

(__) In one "slot" of a Homes Magazine, ext 121

(__) Blow up to 8 X 11 yellow flyer and send or deliver to apartments, ext 110

(__) Blow up to 8 X 11 yellow flyer and send or deliver to market area comprised of individuals who would love to "move up" to your target market, ext 111

(__) Blow up to 8 X 11 yellow flyer and place on bulletin boards in grocery stores (ext 112), libraries (ext 113), community centers (ext 114), at offices (ext 115), on telephone poles near bus stops, wherever they may be seen.

The Script:

Main Greeting

Hello, this is Terry Hunefeld's Real Estate Hot Line. Thanks for calling about the Cascade $280,000 home for sale for $240,000.

5680 Shadow Brook is located on a quiet, heavily wooded cul-de-sac street of $280,000 to $450,000 executive homes in Cascade. This home is as nice or nicer than homes that have sold in the area over the past 6 months for $280,000 to $320,000.

But the best part about 5680 Shadow Brook is how easy it is to own it. We have arranged special home loans so that you can own it for as little as zero down payment. Right now we have 4 different zero down payment home loan programs for this home, 6 loan programs with 1% to 3% down payment with lower payments than the zero down, 4 loans where the seller or the lender will pay all of your closing costs, and 5 loans where the effective interest rate begins at under 6% interest.

These loans are also available to you for other homes in the $240,000 to $500,000 price ranges.

5680 Shadow Brook is a lovely 4 bedroom, 3 bath home surrounded by more than an acre of beautifully landscaped, private grounds – nestled in among huge maples and evergreens, and flower gardens.

This elegant executive home is decorated in the best of taste – and is "like new" in every respect. Features include two fireplaces, a main floor family room, and a 3-car garage.

5680 Shadow Brook is listed for only $240,000. It's an exceptional value in that many homes in the area have sold for well over $300,000 and into the $450,000 range.

Due to the tremendous interest created by the low asking price and the zero down payment home loans, the owners of 5680 Shadow Brook have requested that we show the property only on Tuesday evening at 6:45 PM sharp and Saturday at 2:25 PM sharp.

At the showing, you'll receive computer printouts of 17 homes that have recently sold in the Shadow Brook area, a listing of 12 homes presently for sale in the area, printed details about all the zero and low down payment home loans that we have available for prestige homes, and a copy of our weekly Hotlist of the 12 best buys in the Cascade and Ada area in the $250,000 to $500,000 price ranges.

For details about other prestigious executive homes for sale in the area with zero down payment, press "x" now (When they press the "x" they listen to your Home Finder Script), or keep listening to this message for directional information or private showing information on 5680 Shadow Brook.

5680 Shadow Brook is located (give directions here)

If you can't attend the Tuesday evening or Saturday afternoon showings, but like the home after driving by, we will do our best to arrange a showing at another time for you. For private showing information, call me, Terry Hunefeld, at US Home and Realty at 555-1212.

Thanks for calling, and best wishes in your home search. Press star-2-8-4 now.

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