o Job relocation
o Closer to family and friends
o Home too big
• Average length of time owned current home
o 9 years
And 37% of all sellers offered an “incentive” to a buyer
to aid in helping to sell their home quickly.
Here’s a suggested title and outline to market your
second-time home buyer event.
Home Sellers Seminar: How to Sell Your
Home in This Real Estate Market
Here’s what you will learn:
• Why get pre-approved before you sell your home
• Why you don’t need all your proceeds from the sale of
your home for a down payment
• Local real estate statistics and trends
• How to best “stage’ your home to sell for the highest
• Why you should get a home inspection before you sell
• How to choose a listing agent
Handouts and a free copy of your credit report
are included when you attend.
Social Media – This includes Facebook, LinkedIn, Twitter,
blogs, and your website.
Provide an outline of what will be covered (will be different than FTHB ads—see above), who should attend, the
date, time, and the length of time. Who the presenters will
be. If there will be handouts. A free copy of their credit
report. Timing is also critical. Start posting (on all social
media) 14 days before your event.
If using Facebook, post several different times of the
day (i.e., 10 a.m. at 3 p.m.). Post two days before, then one
day, and then on the day of the event. Tell them how to
register. Confirm the registration.
For LinkedIn, post again a week before the event.
Add to your website and blog 14 days beforehand.
Your Database – This includes past clients, family and
friends, affinity partners. Based on the statistics from the
NAR, you may want to query your database and target clients who have owned their home five or more years. This
includes both closed loans and outstanding pre-approvals.
These are your IDEAL candidates.
Homes Magazines – Yes, people still read those
printed magazines—especially those who have recently
listed their homes. It only needs to be a quarter of a page,
Here’s the thing – when people pick up a magazine,
view a website page, or read a newspaper, almost 80% of
them will look at the upper right-hand side of the page.
That’s why the ad placement is critical.
Seminar Variation – Instead of spearheading the
seminar yourself and getting people to attend, co-partner
with a real estate firm that has a decent number of listings.
I recommend that you work with a broker/owner who can
present the concept of a seller seminar to their agents.
Ask agents to go through their database of expired
listings. Of people they made listing presentations to (who
did not list their home yet). Include sellers of homes that
are currently listed for sale with the company. This is exclu-
sively for THEIR clients and prospects, so, no need for you
to market to your database or spend any money to adver-
tise in printed magazines or newspapers. It is the responsi-
bility of the real estate company to generate attendees.
Use the same outline and marketing message above
(eliminate “How to select a listing agent”).
Then, next month, offer the same seminar strategy to
another real estate company.
Handouts – Not only are they reference tools, but
they’re also a way to remember you! I recommend a few
1. A booklet with a copy of the PowerPoint (if you are using one). Comparison charts. Illustrations (see above)
2. Information about real estate trends in your community
3. A check sheet from the home stager
4. A blank copy of an inspection report from the inspector
5. A copy of an in-file credit report with a cover letter that
says you will be contacting them within a few days to
review the report
6. A list of real estate agents that you recommend (eliminate
if you are co-sponsoring with a real estate company)
Recap – Home sellers are your next buyers. I’ve given
you two different ways to implement, with co-sponsoring
with a real estate company being an easy way to get your
foot in the door, and get more leads.
Karen Deis had been in the mortgage business
since 1972 and left the industry in 2000 to focus
on helping loan originators and company owners
increase their business and close more loans. Karen
can be reached at Karen@karendeis.com.