Prospecting to Empty Nesters
Have you identified a number of homeowners in your territory who are empty nesters – and whose homes you would love to list?
Even though they haven’t yet raised their hands to say “I want to move,” they may be entertaining those thoughts. If so, sending the right message in your prospecting letters will nudge them farther toward that decision.
We’ve all read about the empty nest syndrome – the sadness and depression that some people suffer from when their children grow up and move out. These letters don’t mention that.
Instead, these 6 letters focus on the positive.
Letter #1 addresses the fact that the homeowners now either have more space to use or more house than they want to maintain.
The next four letters speak to the possibilities offered by an empty nest. For instance, the freedom to choose a smaller house and have less to maintain – or to choose a similarly sized house with different rooms, like a large and luxurious master bedroom.
One lists a few reasons why they wouldn’t want to sell, along with several more reasons why they might be eager to sell. One invites them to dream about the place where they’d most like to live. One states that an empty nest “can be your opportunity to shed some responsibilities and put yourself first.”
Each of these 5 letters ends with an offer to prepare a no-obligation market analysis.
Letter #6 recognizes that since they haven’t taken you up on an offer to prepare a market analysis, they probably aren’t thinking of selling right now.
Then it mentions everyone’s natural curiosity about their neighborhood and the real estate market, and offers to keep them informed via your periodic market reports.
Depending upon the makeup of your community or your farm area, empty nesters could be your next profitable niche market. Even being able to identify a dozen or so each year could give your listing inventory a beautiful boost.
Take a look at the demographics, think about the people you know (and perhaps the people your parents know) and see if it’s time to begin encouraging a few homeowners to sell.
A bonus for you, if they choose to remain in your market area, is they could become listing clients who are also buying clients.
How much for 6 letters that could lead to your next 6 listings?