[ Pobierz całość w formacie PDF ]
it s so powerful that I wouldn t make it readily available.
It s going to cost you $400 to get at most maybe 50 responses. Imagine if every week you could do that and
accrue 50 people who you could put into the loop of on-going viability. What is that worth to you? You only
find that out by working them.
If you change your letter systematically, you can find little trends. Sometimes you re going to want more
listings, sometimes you ll want more buyers, sometimes you may want to approach residential or income property
- and a specific approach that you discovered by experimenting with your letters may produce exactly the
response you want. You can try all sorts of different approaches, but not using the question, Are you looking for
this? Make the assumption! Have the letter say, I m told you are interested in investing in income property.
You probably know that it s a polka-dot area. There are some really fine properties that can throw out a decent
cash flow, and some that give a very meager negative cash flow, and some that break even and then appreciate
like mad. Those are few and far between. What I try to do is find people wonderful prizes that will achieve their
cash flow needs and also give wonderful growth appreciation. Property like that is not just sitting on trees, but I
know how to look for it, and I also know how to counsel my clients to restructure certain deals that don t seem to
be lucrative so that they become very lucrative. We ve done it for a lot of people. I m not promising I can do it
for you, but at least I d like to tell you some of the case studies that we ve done and how we ve turned lemons
into lemonade, and maybe see if a technique applies to you. If you re looking to buy a few really good income
properties, I may be able to help you. The point is that if you mail 1,000 letters a week, 52 weeks a year, and get
25 solid prospects per letter, you re going to have spent $20,000 annually, which should produce for you around
25 x 52 = 1300 prospects. What s the average commission you make on a sale?
Hal: Right now it s about $10,000.
Jay: All you have to do is sell two of those people a year and it s paid for itself. That would be wonderful.
My master strategy for you is to be information-service oriented. Craft a number of letters that offer valuable
information, so that even if the prospect never talks to you again after that, they would be so well armed with
knowledge that they would get more for their house, they would be able to buy at the most astute price, they
would know how to get the best mortgage rate, etc.
You have your clients because they feel you serve their needs better. You give them better strategy, you re
willing to talk them out of mistakes. You d like to sell a house to them, but not just to get a commission today,
because frankly you have clients who keep coming back every four or five years as their circumstances change.
Maybe they have more kids, or their kids grow up and move out so they need a smaller home. You re committed
for the long haul. You re there as an adviser, not just to make a quick buck, and you ll give them information that
will be useful to them whether they ever use you or not. You re hoping, and it s been borne out, that by giving
this knowledge, it becomes implicit to the client that they can trust you. They feel that you can counsel them
better and in the process save them money and point out values that are overlooked by the marketplace. You can
provide them with negotiating recommendations and techniques that will bring the price down.
Most people don t understand this, but frankly, most Realtors - their objective somewhat contradicts their
client s.
Hal: Slightly.
Jay: If you point that out to them, it would be interesting. It s implied, but why don t you say it: I m not saying
all Realtors, but most of them don t want to get you the lowest price. They want to sell for the most because they
get the highest commission. Show them why it makes better sense for you to really help them, because if you
help them and save them $20,000 they re going to give you 10 or 15 referrals, which will make you more than the
$3,000 you would have made on the $20,000 you saved them. The kind of clients you seem to get are the ones
who are growing. They re not going to stay in the house. They re going to go from the $300,000 to the
$600,000, and from the $600,000 to the millions sooner or later, and they re going to be worth three or four sales
over your lifetime with them.
Hal: That s right.
Jay: I probably gave you recommendations you didn t expect, but though they re so simple, they work. A lot of
people I ve helped in the insurance business have done this sort of thing. They ve found that it works so well that
they had to bring in operatives and share commissions with them, and bring in secretaries just to work for them
and keep advancing the relationships, because they ve become so busy. Once they get the programming I m
talking about, it s like a money machine. It really works, Hal.
Hal: That s what I want.
Jay: The first letter may not work. Different letters evoke different responses. You have to find the right hot
button. But what I ve just given you is very powerful stuff.
Hal: It s great.
Jay: It s very powerful stuff, but it s very simple, and you re going to find that the most powerful stuff in the
world is logical, obvious, understated, and simple. It ll amaze and delight you. And I hope that the seed I ve
[ Pobierz całość w formacie PDF ]