The Golden Letter is a marketing strategy proven to cause potential sellers to raise their hand. These letters are printed and mailed with a stamp and a hand written envelope. To have the largest impact the letters should be free of branding, personal photos, and include mail merge for the owner name and property address.
Step 1:
Design your letter. This step is already done for you and there are four examples below. The ideal letter is ugly and straight forward. Resist the urge to edit and “improve” these letters. Simply pick one and go.
Step 2:
Identify an audience for your letter. Ideally this audience should have a minimum of 6% turn over annually. Out of 1000 doors you would want to see an more than 60 transactinos in the last 12 months that represent 120 paychecks. Good examples are a geographic farm, a neighborhood you want to work, and/or absentee owners.
Step 3:
Determine if you’re going to use a vendor to handle the delivery or if you’re going to hire someone in house. As of the day this is written by far out most popular vender is The Addressers. The owners name is Kent Moon. He can be reached at 562-232-1800 ext 107 [email protected]. Full disclosure, We have no affiliation with this company and receive no compensation to recommend them yet I’m told if you reach out to Kent and let him know your coach is Jamie Cox he will already know what you want to do.
“Step 4:
Determine the frequency with which you would like to deliver the letters.
Step 5:
Determine what phone number will go on the letter. A best practice is to make this a dedicated virtual number which would eventually allow you to have someone else answer these calls. It should be noted that for the initial campaigns the rainmaker should be responsible for fielding these calls.
Step 6:
Determine when the letters should land and design a plan with your vender or employees to deliver on that day.
Step 7:
Practice common objection handlers.
By far the most common question is:
“Do you really have a buyer for my home?”
Script for handling this is:
“We absolutely have buyer’s. With that said I have NO IDEA if your house is a good fit for them. With that said we’re getting a little ahead of ourself. We would not want to put you in a situation where you’re homeless so in the event your home is perfect for one of our buyers where would you move?”
When executed properly it is reasonable to expect approximately 30-40 phone calls per 1000 letters sent. Statistically this has proven time and time again to result in 2-3 CLOSED listings.
Here is an interview of an agent executing the golden letter at a high level.
PASSWORD: =*LF9uyh
Golden Letter 1
Golden Letter 4
Golden Letter 3
Golden Letter 2
