Leads only become expired leads when the prospects have already been approached but never turned into successful sales.
Expireds are considered problem leads by some. If you only know how to approach them correctly, expired leads can be easy jackpots. But how?
1. Identify the problem. A problem identified is problem half-solved, as they say. The top three reasons why expired leads become expired are insufficient options, insufficient advertisement, and insufficient communication. Solve these three problems and you’ll be halfway to turning expired leads to sales.
2. Send a seems-like-personal mail. Assume that expired leads get tens to hundreds of mails every week. The first thing they’ll do is sort these letters into the Worth Opening and Junk. The letter you’ll be sending must be “Worth Opening.” How?
Make it look like personal—use plain envelope, don’t put the company name and logo on the envelop, write only a two-line return address, don’t use any address label, and handwrite it. Following these tips will maximize your chance of getting that envelope opened.
3. Make them pick up the phone. Making the expired leads open the envelop is the biggest challenge. Once it is opened, the letter will only have a few seconds of their attention. So make the message short but inviting. It should be as short as a few sentences that can be read within 15 seconds. It should be convincing that they’ll call you right after reading.
Following these steps will increase the chance of turning expired leads into successful sales.
