How To Get Real Estate Professionals Involved In Your FSBO Marketing Program
Here’s a question that is often asked:
How and when do I get Realtors/Agents involved in my For Sale by Owner (FSBO) marketing program without them thinking I’m denying or stealing their listings? I don’t want to alienate them.
Here’s my answer:
You’re absolutely right! You don’t want to offend anyone, especially the Realtors/Agents that are farming in the same area that you are. To accomplish this, you need to develop and enhance some relationships early in your marketing program.
First, do a little research and choose the real estate professional(s) in your farming area that do the majority of the listing business. Take a look at Realtor/Agent “For Sale Signs” and keep a tally of the agent names you see.
Your first approach should be to the agent(s) with the highest sign count. They are “Listing Agents” and this is exactly what you are looking for. Many of them don’t sit “Open Houses,” or other associated functions. Instead they spend all of their time “Listing” properties. They are very happy to let other agents show the property and sell it, knowing they will receive their fair share of the commission for the listing.
Second, when you have narrowed down your agent list and made your choices, send each of them a letter introducing yourself and suggesting a meeting to review your program.
At a minimum, your letter should address the following points:
1. Odds suggest FSBOs will not sell their home without the assistance of a Real Estate Professional.
2. As a part of your marketing efforts to FSBOs you would like to include information about them and the services they provide to the FSBO. That way we are in a position to take the listing when the FSBO realizes they are better off letting a pro sell their home.
3. If the (the Realtor/Agent) finds a homeowner who elects to market their home by themselves, they will refer you and the services that you provide.
4. A reminder you will be contacting them in the next couple of days to arrange a meeting to review this concept and how both of you can benefit, and
5. By working together you can achieve so much more than working as individuals.
Third, follow-up each letter with a phone call and set the appointment to review your FSBO marketing program. Prepare and practice your presentation. Be sure to cover the benefits to the Realtor/Agent. There are many.
By establishing and cultivating this relationship with Realtors/Agents you are effectively doubling your marketing efforts and maximizing your business. And all it takes is a good FSBO Marketing Kit, some planning and, a little effort.
Tom Domin is the author of “101 Ways to Originate Mortgages” and publisher of “Tom’s Mortgage Tips” a twice monthly Mortgage Newsletter geared for Mortgage Professionals. Put your mortgage career on the fast track and sign-up for FREE at MortgageMarketingToolKit.com/ MortgageMarketingToolKit.com/