Use repeat exposure marketing to generate off-market instructions off of the back of your existing success
As the spring season brings renewed energy into the property market, it's essential for estate agents to be proactive in their marketing strategies to retain momentum going further into the year. In this article we want to help you maximise the potential of every successful sale: starting with letters targeted at properties that go 'Under Offer', you may be familiar with these as '20/20 letters', 'Sold In Your Area', or similar. The importance here is to not send one letter and call it a day, but to build nurture lists, following up with your prospective vendors and updating them as you go. This strategy not only celebrates success but also lays the groundwork for 'chain-building'.You can watch the video below on how to select the best properties for your campaigns, and how to set these up for easy repeat marketing.
Key Example Criteria:
- Area Selected
- Number of Bedrooms
- Property Type
- Owner Occupied
- Hasn't Sold in Past 5 Years
Note: For more specialist searches, you can use criteria such as 'Listed Status', 'Plot Size' or 'Internal Area', to cast a wider net in terms of area while only reaching out to the most relevant properties.
Letter 1:
Under Offer: Building Momentum
You've just negotiated an offer accepted on one of your properties, you've got what you need to issue a memorandum of sale and have marked the property as Under Offer. Now it is time to share with the local neighbours, however, it's not just about stating the sale; it's about showcasing your brand's commitment to delivering results.
Our example wording below focuses on highlighting your proactive approach in fulfilling promises to sellers and securing buyers. By emphasizing your successful transactions, you not only build trust but lay the ground work for ongoing opportunities.
We have an example letter for you below:
Letter 2:
Exchange/Completion: Celebrating Success
Completing a sale is a cause for celebration, but it's also an opportunity to leverage further opportunities. Our approach advocates for transparency and specificity in communication. While the recent sale is undoubtedly significant, the spotlight should also shine on the broader added value. This could be a market condition update, testimonial evidence or wider
We have another letter for you as an example below:
Want to do more?
If you're looking to build on this idea further, to create stronger and longer term nurture lists, you can read the article below turning this '2-Step' campaign into a '4-Step' campaign.
4 Step Campaign - Maximising off market nurture lists