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This presentation is from a Webinar I hosted featuring Tai DeSa and Ezio Pavone of Significa Short Sale Solutions.
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How To Attract Short Sale Listings Like A Magnet
Significa Short Sale Solutions
Processed over 350 Short Sales
7 Years in the Short Sale Business
Have A 30 Person Team
Growth in Staff and Files of 600% in 1 year
National Short Sale Manual with State by State Supplement.
Compassion
People don't care what you know until they know that you care.
Helps you connect with prospects to gain trust
Come from contribution
Know Your Market
Know who your looking to connect with
Know their language
Know which objections to overcome
Smart Way To Segment Your Market is...
Generations Needing Short Generations Needing Short SalesSales
Postwar GenerationPostwar Generation
Leading-Edge Baby BoomersLeading-Edge Baby Boomers
Trailing-Edge Baby BoomersTrailing-Edge Baby Boomers
Generation XGeneration X
Generation YGeneration Y
Postwar CohortPostwar Cohort
Born between:Born between: 1928-19451928-1945
Coming of age:Coming of age: 1946-19631946-1963
Age in 2012:Age in 2012: 67-8467-84
Population:Population: 47 million (21%)47 million (21%)
Postwar AffinitiesPostwar Affinities
Desire experience, not thingsDesire experience, not thingsEnjoying lifeEnjoying lifeNostalgiaNostalgiaSecuritySecurityStabilityStabilityResponsibilityResponsibility
Postwar TendenciesPostwar Tendencies
Will pay mortgage first and all other Will pay mortgage first and all other expenses after thatexpenses after that
Want to meet in personWant to meet in person
Respond to direct mail and door knockingRespond to direct mail and door knocking
Content with small homes within walking Content with small homes within walking distance of shopsdistance of shops
If you establish yourself as the authority, If you establish yourself as the authority, they will not question youthey will not question you
Leading-Edge Baby BoomersLeading-Edge Baby Boomers
Born between:Born between: 1946-19541946-1954
Coming of age:Coming of age: 1963-19721963-1972
Age in 2012:Age in 2012: 59-6659-66
Population:Population: 31 million (14%)31 million (14%)
Leading-Edge Boomer Defining Leading-Edge Boomer Defining MomentsMoments
Leading-Edge Boomer Emotions Leading-Edge Boomer Emotions and Affinitiesand Affinities
NostalgiaNostalgia
Challenge authorityChallenge authority
Social justiceSocial justice
Sexually experimentalSexually experimental
Generational communityGenerational community
Leading-Edge Boomer TendenciesLeading-Edge Boomer Tendencies
Used to challenging authority and have no Used to challenging authority and have no problem sticking it to the bankproblem sticking it to the bank
Bought the McMansions and now looking Bought the McMansions and now looking for smaller, ranch homesfor smaller, ranch homes
Respond to direct mail and phone callsRespond to direct mail and phone calls
Trailing-Edge Baby BoomersTrailing-Edge Baby Boomers
Born between: Born between: 1955-19651955-1965
Coming of age:Coming of age: 1973-19831973-1983
Age in 2012:Age in 2012: 47-5747-57
Population:Population: 49 million (22%)49 million (22%)
Trailing-Edge Boomer Defining Trailing-Edge Boomer Defining MomentsMoments
Trailing-Edge Boomer Emotions Trailing-Edge Boomer Emotions and Affinitiesand Affinities
CasualCasual
Politically ambivalentPolitically ambivalent
Distrust of government and institutionsDistrust of government and institutions
Overt materialismOvert materialism
Sexual freedomSexual freedom
Trailing-Edge Boomer TendenciesTrailing-Edge Boomer Tendencies
They always ask WIIFM: What’s In It For They always ask WIIFM: What’s In It For Me? Me?
They want to maintain their lifestyle and They want to maintain their lifestyle and keep material possessionskeep material possessions
Will stop paying mortgage while continuing Will stop paying mortgage while continuing to pay credit cards to finance their lifestyleto pay credit cards to finance their lifestyle
Do not trust banks or the governmentDo not trust banks or the government
Respond to phone callsRespond to phone calls
Generation XGeneration X
Born between:Born between: 1966-19761966-1976
Coming of age:Coming of age: 1984-19941984-1994
Age in 2012:Age in 2012: 36-4636-46
Population:Population: 42 million (19%)42 million (19%)
Generation X Defining MomentsGeneration X Defining Moments
Gen X Emotions and AffinitiesGen X Emotions and Affinities
Environmental concernsEnvironmental concerns
Global communityGlobal community
Free agency and independenceFree agency and independence
Friendships importantFriendships important
Cynical about futureCynical about future
Pursuit of quality of lifePursuit of quality of life
Gen X TendenciesGen X TendenciesWorried about providing for their kidsWorried about providing for their kids
Prefer smaller, more modern, green Prefer smaller, more modern, green homes (not interested in McMansions) homes (not interested in McMansions) near urban areasnear urban areas
Bought their first home at the height of the Bought their first home at the height of the marketmarket
Value their credit rating and want to buy Value their credit rating and want to buy againagain
Respond to emailRespond to email
Generation YGeneration Yaka the Millenialsaka the Millenials
Born between:Born between: 1977-19941977-1994
Coming of age:Coming of age: 1995-present1995-present
Age in 2012:Age in 2012: 18-3518-35
Generation Y Defining MomentsGeneration Y Defining Moments
Generation Y Defining MomentsGeneration Y Defining Moments
Generation Y Defining MomentsGeneration Y Defining Moments
Generation Y Defining MomentsGeneration Y Defining Moments
Generation Y Defining MomentsGeneration Y Defining Moments
Generation Y Defining MomentsGeneration Y Defining Moments
Generation Y Defining MomentsGeneration Y Defining Moments
Generation Y Emotions and Generation Y Emotions and AffinitiesAffinities
Everything is done on the InternetEverything is done on the Internet
Heightened fears about personal safetyHeightened fears about personal safety
Socially and environmentally awareSocially and environmentally aware
Street-smartStreet-smart
Intense patriotismIntense patriotism
Team playersTeam players
Generation Y TendenciesGeneration Y Tendencies
Prefer to rent, or live with parentsPrefer to rent, or live with parents
They like to be near others (condos, co-They like to be near others (condos, co-ops, townhomes, urban centers)ops, townhomes, urban centers)
Those who did buy homes are upside Those who did buy homes are upside downdown
Seek information on the InternetSeek information on the Internet
Respond to social mediaRespond to social media
They need to “connect” with their agentThey need to “connect” with their agent
Generation Y TendenciesGeneration Y Tendencies
Prefer to rent, or live with parentsPrefer to rent, or live with parents
They like to be near others (condos, co-They like to be near others (condos, co-ops, townhomes, urban centers)ops, townhomes, urban centers)
Those who did buy homes are upside Those who did buy homes are upside downdown
Seek information on the InternetSeek information on the Internet
Respond to social mediaRespond to social media
They need to “connect” with their agentThey need to “connect” with their agent
Psychology/Media/Message
Post War
Baby Boomer
Gen x
Gen y
Finding Short SalesFinding Short Sales
Baby Boomers most in need of short salesBaby Boomers most in need of short sales– Subdivisions built since 2004Subdivisions built since 2004– Most likely to respond to phone calls, direct Most likely to respond to phone calls, direct
mailmail– May take pleasure in “screwing the bank”May take pleasure in “screwing the bank”
Generation X also highly in needGeneration X also highly in need– Email campaigns work wellEmail campaigns work well– Pragmatic approachPragmatic approach
Bottom-Line
New Agent Approach
Experienced Agent Approach
Scripts
Adapt them to your audience
You Have Questions...We Have Short Answers
Thank You
Scripts and Presentation On FB Page
Next Webinar: August 21, 2012