“Yes, really… NAME YOUR PRICE.” That’s the email-offer Tom Ferry coaching member, Matt Curtis, is sending out to his database - and it’s creating new listing opportunities in abundance!

(As we all know) listing inventory is alarmingly low 📉, so don’t expect houses to just fall into your lap. Today’s MARKET belongs to agents who MARKET to create inventory when and where there is none.

If you’re looking for a seller-focused lead generation strategy, you’re in the right spot! Today’s video will outline a word-for-word email campaign designed to source listings straight out of your database.

Keep in mind, the National Association for REALTORS reported that approximately 67% of sellers identified a real estate agent to list and sell their property by way of repeat business or a referral from a friend, family-member, or neighbor. In other words, roughly 2/3 of your listing opportunities are likely stashed away in your DATABASE, ready and waiting on you! So let’s get to work.

Heads up... I’m planning to release a series of videos devoted to the NAME YOUR PRICE campaign. Today’s video is focused on the database email. I’ll layout a Facebook ad strategy in the NEXT VIDEO.

The “Name Your Price” Email:

Email composition is an art form. It’s words! To that point, according Oxford English Dictionary, there are more than 170K (English) words currently in use. Point is, you must choose your words strategically!

Parts of the Email:

1. Subject Line: casual, clear, and engaging; all lower-case.

2. Personalization: utilize merge tags to incorporate recipients’ first names—e.g. Hi {FIRST NAME}.

3. Opening Line: fulfills on the subject line; creates curiosity and sets up a basis for the offer.

4. Calibrated Question: yes-or-no question poignantly asked directly before making the offer.

**There are two types of questions: open-ended and closed-ended. Open-ended questions ask “Who,” “What,” “How,” “When,” “Where,” or “Why.” They’re designed to draw out more meaningful responses versus closed-ended questions, which typically result in a “yes” or “no” type of answer.

A calibrated question is, technically, a close-ended question, only, it’s intended for closing; it’s to be asked at the moment when a definitive (or rhetorical) response is exactly what’s needed.

For example, “At what price would you be CRAZY not to sell?”**

1. 𝗖𝗮𝗹𝗹-𝘁𝗼-𝗔𝗰𝘁𝗶𝗼𝗻 (𝗖𝗧𝗔): a “Name Your Price” button linked to a Google Form.

2. 𝗣𝗿𝗲-𝗙𝗿𝗮𝗺𝗶𝗻𝗴: first CTA has been skipped; addresses the primary objection or challenge preventing offer acceptance/action.

3. 𝗔𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲 𝗢𝗳𝗳𝗲𝗿: hyperlinked text embedded in the pre-frame (i.e. no buttons); links to same destination as the CTA.

4. 𝗣𝗿𝗼𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗹𝗼𝘀𝗶𝗻𝗴: builds on pre-frame to position offer as a solution to the problem/challenge.

5. 𝗖𝗮𝗹𝗹-𝘁𝗼-𝗔𝗰𝘁𝗶𝗼𝗻 (𝗖𝗧𝗔): a “Name Your Price” button linked to a Google Form.

TRIPLE-STRIKE CTA

Notice how Matt’s email embeds his offer again-and-again throughout the email copy.

The first CTA button, “Name Your Price,” is inserted toward the beginning of the email. Then, in the event his case wasn’t strong enough to get certain viewers to click, he pre-framed the most common/likely objection, followed by a soft offer to “let us know”—which was hyperlinked to the same destination URL as the first CTA.

Finally, he re-used the primary CTA button at the end of the email to make one last pass.

Here’s a shortlist of some Email Service Providers (ESPs) to analyze:

• BombBomb

• MailChimp

• SendGrid

• AWeber

• Convert Kit

• SendFox

• Sendinblue

• Omnisend

• Keap

• MailJet

• Constant Contact

• Drip

PLEASE leave a comment to let me know what you think of this training. Also, don’t miss Part 2 where we breakdown the Facebook ad strategy!