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Can one handwritten card win you three new listings? A top agent spoke at AREC 2016 about how being different helped her increase her market share.
Lynette Malcolm of Chadwick Real Estate uses handwritten cards, a tip she picked up from real estate trainer Tom Panos, to make her stand out in a highly sought-after area.
“I got three listings in one street by just doing that one handwritten card,” Ms Malcolm said.
“It was because it was different. Every letterbox in that street had DL cards piled up, but the handwritten card addressed to the person – wherever I can I try and find the family name – but it really did make a difference because not many people get a handwritten card in their letterbox,” she said.
All her cards are handwritten by her assistant, which is a key factor in providing a point of difference, according to Ms Malcolm.
“I see agents photocopying and I think, what’s the whole point of the exercise?” she said.
Ms Malcolm sends these cards out to at least 20 to 30 houses on a street whenever she lists a property and prioritises this task before the signboard has even gone up.
“I send a card saying 'There’s going to be a signboard in the street, feel really welcome to come and actually call in to the open home, I’d love to meet you',” she said.
She then sends another card once the property has sold, saying that the campaign has been successful and suggesting that anyone else looking to list their property, and get a great result, contact Chadwick.
“I think that’s really important to grow the market share too. I’m always focused on growing and evolving,” Ms Malcolm said.
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