$48+ Million Worth of Listings in a Brand New Market

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$48+ Million Worth of Listings (Avg $1.72M)
In A Brand New Market In 20 Months From Scratch
With Minimal Cold Calling
ONE YEAR LATER - LESSONS LEARNED
1
Best Practices By Janie Coffey and The Coffey Team

2
What can YOU do in Less that 2 Years?
A whole heck of a LOT!
Sep ’15
SEPTEMBER 23rd START MAILING
TO EXPIREDS
By December and November, hardly
anything was happening.
I kept going! Every single day.
Nov
1st Call
present
Open
Houses
Jan
‘16
Things start to pop!

3
And NOTHING turned into SOMETHING
Case Samples
1st $2,899,000
Expired -11/15
$7,500,000
Expired 5/16
$1,850,000
Sotheby’s Referral - 1/16
$1,050,000
Expired 1/16
$2,200,000
Expired 5/16
$979,000
Expired 2/16
$1,149,000
Expired 2/16
$630,000
Expired - 3/16
$559,000
Expired - 3/16
$849,000
Expired - 3/16
$48M+

4
ONE YEAR LATER
On the very day that I gave this webinar last year, this owner
called me, but did not want to list….
This closed this week, I had both sides. Very happy clients.
Try to understand their real needs, not just what they say
they need…. Find out what is really behind that…
❞
❞

5
To show you how much YOU can do! Our Team Has:
Listed $45 Million ** Stopped Prospecting Expireds May 2016 **
Pended or Sold $20 Million in past 12 Months
Average List Price is $1.7M in a market where average sale is $185,000
Listed highest listing in Duval County at the time of listing
Closed ﬁrst deal over $3M in Ponte Vedra Beach in 2017 and 2nd in MLS
Listed several properties our fellow agents had not been able to secure
Closed listings that had been the 2nd, 3rd, 4th agent on
Currently has 20% of all listings in our brokerage (3 ofﬁces)
Has pended or closed almost $400K GCI in 2017 so far

6
Expireds are the lowest hanging fruit to build inventory.
They have already raised their hand and said, “I want to sell”
Relisted
Same
Agent
That’s OK! It still let’s us launch a volley
at them in case they expire again.
60%
23 Days
For expired listings that relisted
with the same agent, it was after an
AVG of 23 days off market and a
MEDIAN of only 2!
Relisted
NEW
Agent
40%
Of course THESE are the ones
we want!
For expired listings that relisted
with a new agent, it was after
an AVG of 43 days off market
and a MEDIAN of 19.
43 Days
◴

7
“I called you because you were so persistent!” (like a stalker)
“Everyone called or mailed for awhile, but then they went away, you never did!”
◴
87%
13%
Contacted
Me!
33%
33%
33%
and they
said…
100%5+%!!!!
13% Contacted Me
In time, this number will grow.
Putting about 50 new ones in my
system each month. To date I
have mailed to over 300 people.
Let’s talk!
• 1/3 said they are listing with another
agent (or same)
• 1/3 said they are not relisting right now
(keep in the system)
• 1/3 said “come see me!”
• only 2 said “please don’t mail me”
Listed so far
This will grow over time

8
✒ “Can you share the best letter with me?”
There is no ONE letter. The magic is in the persistence, follow up and conﬁdence.
Keynote Template
www.JanieExpireds.Info

9
It’s a marathon, not a sprint
32.000
14.700
1.000
Mobile Users
Comments
Likes
Requests
Videos
Downloads
Images
“I’m relisting but thank you so much.”
“I’m Intrigued”
“Come list my house”

10
You MUST Stand OUT!
II’m in it to win it!
Your First Day is Your Most Important Day
It’s your ﬁrst impression and it might be your only impression
I just had to call and tell you, I have never received
anything as nice and impressive as the package you sent
❞
❞

11
What do I send?
A little of everything!
First Day Bound Package
I use the Coverbind System
Use something that stands out
I use navy envelopes and silver ink
for letters and packages
Postcards and Letters
Alternating Postcards and Letters
Engaging Emails
Use a service such as Spokeo to ﬁnd
emails. Also Google, Linked’in, etc.

12
Timeline…
My system has over 40 touch points
Package
Letter
Postcard
Home valuation  
(Market Snapshot by
Top Producer)
Email
Package
Alternating
Letters and
Postcards
First every Day
for 2 weeks
Then every 3
days
Then every 7
days
Then every 21
days
Then into Just
Listed/Just Sold

13
What do you SAY in the letters?
you UNDERSTAND
Their PAIN
They’re ﬂat out angry
Their Frustration
• No action by the past agent
• No communication by the past agent
• No marketing by the past agent
• No info on the market
Their Pain
• The haven’t been able to move on to their next chapter
• They have to keep the house clean always
• They might have lost opportunities (ie buying another home)
What do you do DIFFERENTLY!
• A marketing plan
• A communications plan
• Your brokerage and you,etc.
Their Frustration
They’re Angry
You have! the solution

14
Give them real examples of what you will do
Drag Your Image Here
What will you do differently?
Realbird
Open Houses
Web Exposure
Network
Etc
YOU MUST SHOW YOUR VALUE ADDED AND WHY IT WILL BE DIFFERENT

15
Wait, this is WAYYYY complicated!
You MUST Have systems in place to execute this!
Vulcan7
The redX
Spokeo
USPS (stamps, etc)
Slydial
Xpressdocs
A Great Admin

16Keynote Template

17
I have a thousand questions!
I know you might have 1,000 questions
• How important is brand?
• What about price?
• What about geographic area?
• How far back to I search expireds?
• Should I ever give up?

18
What about calling?
For the high end, I would call less
For the mid price point, I would call more
You can also slydial
I suggest calling slightly older expireds
Even go a few months or years back
Don’t discuss price or commission on the phone
Try using a dialer. Vulcan has one, RedX has one, Mojo has a triple dialer

19
What I have not yet implemented but will
boost conversions
What I am in the process of implementing
• Calling!
• Direct Mail to not yet listed or even resisted of JL/JS/OH
• Sly broadcast
• Postagram
• Hand delivered
• Sticky notes and door hangers

20
What I would tell myself 20 months ago
Diversify price points
Be totally organized and systematized
Get an admin before adding any team members
Make sure your admin LOVES being an admin
Do NOT give up!
❞
❞

21
Build a TEAM
The old model of single agent will cap your potential
💻ADMIN
Team
Get Administration and Systems in place 1st
Be Clear on your Vision and communicate that
Look for likeminded matches for your vision
SALES
Team

22
What I would do over
Market Temperature 1/3 Bread and Butter Check listing before Investing The Riches are in the Niches

23
The real magic is….
Have a buddy Visualize Develop Conﬁdence
and
Don’t Listen to Others!!
Patience Consistency and
Persistence

24

$48+ Million Worth of Listings in a Brand New Market

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