Turn Past Sales Into New Listings Through Email
BY DREW FABRIKANT
This strategy helps you leverage past sales to generate new leads and increase your listings with an expert-led step-by-step masterclass.
Drew Fabrikant is a pro at leveraging email marketing to win new real estate listings.
With a strategic approach and a keen understanding of what makes sellers tick, he consistently turns email campaigns into listing gold.
Here is his strategy on how to turn a past sale into a new listing appointment through email.
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The Action Plan
1. Pull Up a List of Local Homeowners: Start by pulling 100-200 homeowners who live closest to an address using Scout's 🕵 homeowner lookup tool (the Closest to address segment is built just for this purpose).
2. Launch the "Just Sold Email" Campaign: The Just Sold Outreach email template is the closest thing to a digital Just Sold letter. By personalizing it at getting to local owners' email inboxes you connect and show that: 1) You are already experienced and successful in the area, and 2) You have information or insights around buyer activity or pricing that they do not. This is an easy way to demonstrate value.
👉 Get the $4M "Just Sold" Email Template
3. Record a Video Announcing Your Sale teasing an Updated Market Report: Record a video announcing strong buyer interest in the area or updated pricing trends. Be enthusiastic and clear about the unique opportunity for homeowners who may be looking to sell or take advantage of the recent sale. You can create individual videos using Loom or a single evergreen video posted to YouTube.
4. Post the Video on Social Media and Facebook Groups: Post your video on personal and business social media channels and in local neighborhood Facebook groups to reach a broader audience. Engage with comments to build relationships.
5. Connect on Social: Request to connect on LinkedIn and FB and invite your new contacts to join the existing local groups.
6. Filter Contacts Who Opened Your Email: Download a list of contacts who opened your "Just Sold Email" campaign email. If you're not going to call everyone in the campaign, you should at least focus your efforts on these warm leads for better conversion rates.
7. Leave a Handwritten Envelope with Your Logo: Send handwritten notes with your business card to those who opened your email. Include a brief note about the neighborhood pricing report or buyer activity. Include your contact information to leave a lasting impression.
8. Push for a Facetime or Record a Loom: When you get on the phone, mention that you know the client well and you don't want to waste anyone's time. Push for a Facetime walkthrough, so you can start building rapport in a low-stress environment.
9. Follow up With Another Scout Campaign: After you've sent your first campaign, following up with a second to introduce a home valuation update newsletter or tool, like Homebot, can be a great way to keep new leads in the funnel. You might want to try one like the Home Valuation Service Introduction email for this purpose.
Expert Insights
Make the email personal. Include something about the sale, the desirablilty to be close to local landmarks or highlight something special about the neighborhood in your email to make it more relatable.
Call everyone who goes through the campaign, especially anyone who replies or opens, even if they're not interested. Everyone in the campaign is a local homeowner and a high value lead!
Try to engage them, even if they're not interested. No doesn't mean no forever, it just means "not right now".
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