Posted on Wed, Oct 17, 2012 11:10 AM by Craig Proctor
An agent approached me the other day with a problem. He wanted to work with buyers who were looking for homes in a highly desirable area of his marketplace. Most of us have such an area where the homes are worth more, and thus the commission earned is higher. In my own marketplace, the areas are called Glenway, Stonehaven and College Manor. In this particular agent's marketplace, the high demand area was called Ruby Hills.
Sensibly, this agent reasoned that his cut of the commission on a home sold in Ruby Hills would be worth 1-1/2 to 2 times what he was earning on homes in other areas. The problem was that he had no listings in Ruby Hills, and thus didn't know how to attract buyers who were interested in this area.
You Don't Need Listings to Attract Buyers
I explained to this agent that you don't need listings to attract buyers for a certain area. In a mere couple of minutes on the phone together, we wrote the ad you see on this page. It hits the hot buttons that will attract buyers who want to purchase a home in Ruby Hills, and offers them an easy, free, non-threatening way of getting information on several homes for sale in that area.
- Luxury homes on huge lots, professionally landscaped, backing onto Golf Course, trees. Free computerized list of homes for sale in this prestigious area. Call 1-800-000-0000 ID#0000 or visit www.DomainName.com. <<Your Company Name>>
When you run an ad like the one above, a couple of important things happen:
- You'll get calls from buyers who are interested in purchasing a home in Ruby Hills. When they call into your hotline (or access your website) to get the computerized list, your script/copy will say something like: "Thank you for contacting us about the homes for sale in the prestigious Ruby Hills neighborhood. We know of several homes for sale in Ruby Hills that range in price from $500,000 to $600,000. All of these luxury homes sit on huge, professionally landscaped treed lots, and many back right onto the golf course. The homes in this exclusive area offer many elegant upgrades, such as gourmet kitchens, cathedral ceilings and stunning decor. To receive a free computerized list of current homes for sale in Ruby Hills, please leave your name/fill out the form . . . " etc. etc.
- You WILL generate leads with this ad, and it will be easy enough for you to find and show them homes in Ruby Hills. With these buyers in your database, you can now advertise to sellers that you have a large database of buyers who are interested in purchasing homes in their area (i.e. Ruby Hills). With this important leverage, you should be able to gain some listings in this area and build this momentum over time into good business activity in this area.
Importantly, because you're not marketing a specific listing (at least initially), it's impossible for the listing to sell. As a result, the relevance of this ad will never change and you can (and should) keep re-running it forever.
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