There is a huge silver lining to the current market conditions:
There is now (finally) an opportunity for downsizers to make a move.
In a hot market, these owners are fundamentally trapped. Their 'subject to sale' offers are considered pointless. Their incomes are usually too low to get bridging finance. And, the thought of selling first to become a cash buyer is simply incomprehensible to anyone who has been in the same home for decades.
This is the demographic I recommend focussing much of your marketing on right now. For most downsizing owners, selling at the top of the market is not the priority. The key for them is finding the right home that will suit their needs moving forward (single level, low maintenance etc). And what better time to find it than right now, when they have a whole heap of choice, and owners are open to conditional offers?
Slow markets finally allow these owners to get into a home that suits their needs, and you can help them get there.
TIP: As well as sending this article out to your database, you could also go on to your local property directory (RPNZ / Guru etc) and search for any property that hasn't changed hands in 15-20 years. Export that list of owners and send a direct mail campaign including this article. Eg. turn it into a letter.
Or just drop it around your local neighbourhood as a direct mail piece. Throw in a few flyers showing properties that this target market might like to buy - low maintenance, single-level properties close to shops and transport.
If you take either approach, you might consider changing the headline to 'Are you considering downsizing?' or something less presumptive. You might also like to add in examples / case studies / testimonials from past clients you have helped to downsize in the past.
How to use Agent Monday articles to generate listing leads...
- Turn an article into a printed newsletter and drop it around your local neighbourhood.
- Add one to your regular email newsletter.
- Use an article as a script for a Facebook video.
- Print it out and make it available at open homes (attach it to your property flyers).
- Post it on your website and add a link to every online property enquiry you answer.
- Check out this guide for more ideas...
Don't forget your past appraisals!
Have you ever felt like you wanted to follow up with a past appraisal but didn't know what to say? Just send them one of our seller articles. You can then follow up with a phone call a few days later to see what they thought (and find out if they are close to going on the market).
For phone call scripts and article ideas, check out:
Have an epic week!
a.k.a Agent Monday