BUYER LETTERS – DRIP MARKETING SERIES
Drip Marketing is a series of informational emails that spans about 15 weeks, mailed every week, targeted to potential buyers or sellers. These are clients you may encounter at open houses, mall kiosks, through your website, or at other places. The letters cover topics that are informative to the potential buyer or seller and are designed to keep your name in their memory. The letters will feature your photo and contact info and are automatically mailed from our home office- there's no work on your part other than registering! You will receive a copy of the letter as well. To register your clients, log into Garygreene.com and click onto Auto Drip Marketing Campaign.
Buyer #1 – Introduction Buyer #2 – Should I Buy Or Sell First? Buyer #3 – Buyer #4 Buyer #5 Buyer # 6 Home Buying Needs and Wants Preliminary Steps To Finding A Home Should I Get Pre-Qualified and Pre-Approved? Do I Need An Agent?
Buyer # 7 – Finding The Home Of Your Dreams Buyer # 8 – How Do I Know How Much To Offer? Buyer # 9 - My Goal Is Buyer # 10 – The Art Of Negotiation Buyer # 11 – We Highly Recommend An Inspection Buyer # 12 – Residential Service Contracts Buyer #13 – The Final Walk-Through Buyer #14 - Moving Contact List Buyer #15 – Planning The Move
Sample email – branded with your picture and contact information.
EMAIL #1 – Introductory Emails
Selection from 4 different sources: General Internet Mall Open House
INTRO – GENERAL
Hello Again!
Hi Michael & Carla, My name is Wendy Roloff with Prudential Gary Greene, Realtors®. Thank you so much for visiting with me recently to discuss your home buying needs. I would have liked to have been able to spend more time discussing your situation, because we know how confusing the whole home buying experience can be--even if you've been through it before. Prudential Gary Greene, Realtors® and I, as a Realtor ® have a lot of valuable information that I can share with you as you begin your search. I can provide you with invaluable information about specific properties when you get ready to make an offer. It's all part of our professional services to you as buyer's agents. Our brand name, Prudential, stands for building and preserving wealth in homeownership and I take pride in striving to achieve that goal with everyone I assist. I hope to help you find everything you need. My site, www.wendyroloff.com , is updated daily with valuable information on new and existing homes on the market. If you have not done so already, please consider registering to receive e-mail notification of all homes on the market that match your search criteria. Simply select the “My Gary Greene” tab on the top left side of our home page, www.GaryGreene.com. In any case, please visit as often as you like and consider it your personal real estate resource center.
Would you be so kind as to let me know if I can do anything to help you? If you need any further information about homes for sale, please feel free to contact me in any way you feel comfortable. Additionally, I will be happy to supply you with mortgage information and a wide array of insurance products and quotes. Simply click on the “Home Services” tab at the top of www.GaryGreene.com and review your service needs without any obligation. I pledge to do what I can to make your home buying process a positive and rewarding experience! I understand the importance of prompt attention and will be responding to any request you might have as quickly as possible. In the meantime, I would like to stay in touch with you by sending you a series of information regarding home buying. I sincerely hope you find it valuable. If not, please feel free to reply with a “Remove” request. Again, thank you for your interest. I look forward to speaking with you soon. Successfully,
INTRO – INTERNET
Thanks for the Visit!
Hi Juliet, Hello, and thank you so much for visiting Prudential Gary Greene, Realtors® website! Please feel free to get more information at my personal website, VictoriaJones.GaryGreene.com. Our brand name, Prudential, stands for building and preserving wealth in homeownership and I take pride in striving to achieve that goal with everyone I assist. I hope to help you find everything you need. My site is updated daily with valuable information on new and existing homes on the market. If you have not done so already, please consider registering to receive e-mail notification of all homes on the market that match your search criteria. Simply select the “My Gary Greene” tab on the top left side of our home page, www.GaryGreene.com. In any case, please visit as often as you like and consider it your personal real estate resource center.
Would you be so kind as to let me know if I can do anything to help you? If you need any further information about homes for sale, please feel free to contact me in any way you feel comfortable. Additionally, I will be happy to supply you with mortgage information and a wide array of insurance products and quotes. Simply click on the “Home Services” tab at the top of www.GaryGreene.com and review your service needs without any obligation. If you are in the market to purchase a home, now or in the near future, I pledge to do what I can to make your home buying process a positive and rewarding experience! I understand the importance of prompt attention and will be responding to any request you might have as quickly as possible. Again, thank you for your interest. I look forward to speaking with you soon. Successfully,
INTRO – MALL
Thanks For Stopping By!
March 5, 2009 Hi Victoria, Thank you for taking the time to stop by and chat with me at the mall. I would have liked to have been able to spend more time discussing your needs, because we know how confusing the whole home buying experience can be--even if you've been through it before. Prudential Gary Greene, Realtors® and I, as a Realtor® have a lot of valuable information that I can share with you as you begin your search. I can provide you with invaluable information about specific properties when you get ready to make an offer. It's all part of our professional services to you as buyer's agents. If you're planning to buy within the next year, please call me today and I'll be glad to tell you more about our services. If you are planning to buy even after one year, please know that we are here for you and will be happy to assist you in anyway possible. In the meantime, I would like to stay in touch with you by sending you a series of information regarding home buying. I sincerely hope you find it valuable.
INTRO – OPEN HOUSE
Thanks For Stopping By!
Hi Dave, I was pleased to have you stop by and to meet with you at my recent open house. I would have liked to have been able to spend more time discussing your needs, because we know how confusing the whole home buying experience can be--even if you've been through it before. Prudential Gary Greene, Realtors® and I, as a Realtor® have a lot of valuable information that I can share with you as you begin your search. I can provide you with invaluable information about specific properties when you get ready to make an offer. It's all part of our professional services to you as buyer's agents. If you're planning to buy within the next year, please call me today and I'll be glad to tell you more about our services. If you are planning to buy even after one year, please know that we are here for you and will be happy to assist you in anyway possible. In the meantime, I would like to stay in touch with you by sending you a series of information regarding home buying. I sincerely hope you find it valuable. Successfully,
EMAIL #2 – Should I Buy or Sell First?
Should I Buy or Sell First?
Hi Beatriz, Again, I want to say that I was glad to get the opportunity to meet you at my Open House and I hope you’re doing well. Many attendees at my Open Houses often have a home to sell before they purchase a new home. They are predominantly in the research stage before placing their home on the market. If you are in a position to purchase a home without selling the current one, congratulations! If you need to sell your home before you buy another one, I think you will find this information very interesting. When it comes to home buying, the ideal situation would be to find another home, just as you receive an offer on your existing home. You would then be able to close concurrently and move into your new home a few days prior to closing on your previous home. This could happen, but anyone looking to buy a new home needs to consider all the possible scenarios. Should you buy or sell first? Ultimately, it depends on you and your situation. For instance, can you afford to pay two mortgages in the event your previous home does not sell by the time you move? Would you consider a bridge loan (a short-term, high interest loan that lets you borrow against the value of your old home to covers the bills until you secure the new, larger loan)? Are you willing to move twice to find the home of your dreams if you sell first and can't find the dream home fast enough? It is generally less stressful to sell your home first, because you will not have to worry about owning two homes at one time. The market will dictate how long it will take your home to sell, as will your location and the time of year. As a rule of thumb, it is a good idea to put your home on the market as far in advance as possible when purchasing a new one. But, if interest rates are good and there is a short supply of available homes, your home will most likely sell faster. I would appreciate the opportunity to visit with you if it is an issue to you. Generally, moving is stressful enough without worrying about covering two mortgages, however, I can get a no-obligation loan officer to talk to you about the possibilities financially, and please let me know if you would like for me to do so. If you prefer to sell your home first, please allow me to give you a free, no obligation Home Price Evaluation. This is an x-ray of the current market, depicting the current homes on the market, homes that sold and homes that expired, all in relation to your home. This evaluation enables us to establish a list price for your home and most probable sales price. Please know I am at your service and feel free to contact me regarding a free Home Price Evaluation. Successfully,
EMAIL #3 – Home Buying Needs and Wants
What Happy Home Owners Have Told Us
Hi Tom, Since our last note to you, we thought it would be helpful to send you some steps other homeowners have taken to find the right home for their needs. Happy home owners have told us that they took the time to develop their very own list of wants and needs. The goal is to put emphasis on finding a home that includes all of your needs and as many of your wants as is practical--yet remains in your budget. Once you have a clearer view of what your home will need to have, looking for a home will be a great deal easier!
Examples of Home Buying “Needs and Wants”
Examples of NEEDS Enough square footage for comfortable living. Enough bedrooms to accommodate the family. Adequate number of bathrooms Eat-in kitchen Garage or closets for ample storage needs Lot size to accommodate children’s play area. Proximity to a specific school Examples of WANTS Carpeting color, paint color, exterior color, roof color, etc. Pool or Jacuzzi [unless for medical reasons] Wood floors Bay Windows Built-in entertainment center Brass lighting fixtures Skylights or a pretty view.
Job One at Prudential Gary Greene, Realtors® is building and preserving wealth in homeownership, and we want to simplify the home finding experience for those currently looking. Hunting for a home can be a time-consuming process, especially if you have not determined in advance the parameters of your search. It is important to make a realistic “shopping list” in an attempt to narrow your choices of properties. Many home buyers make the mistake of misinterpreting a WANT as a NEED It is important to be able to differentiate between what you really need and what you would like to have. Many wants can be changed in a home [if the house doesn’t have that feature now, you can change it later].
We invite you to use our table as a guide to establish your own list of wants and needs so you can narrow your choices of properties and make home finding a more rewarding experience.
EMAIL #4 - Preliminary Steps To Finding A Home
Some Preliminary Steps that Make Home Finding More Enjoyable!
Hi Jennifer, A few days ago, I sent you information regarding establishing a list of wants and needs so that you can narrow your choice of properties, save time and have a more enjoyable home finding experience. Another preparatory step to finding the home of your dreams is to establish a budget. While that is anything but exciting, the results will be well worth the effort! The development of a household budget is a desirable activity both before you make a real estate purchase as well as consistently during your ownership. By preparing a budget while you are looking at homes, you can better focus on mortgage payment goals and how the home will affect your total expenses. Maintaining a budget can help prevent potential financial disasters as well as point you in a money saving direction so you have more funds available for those things you need and want. You will need a little time to develop a budget. Most importantly, get everyone involved in spending involved in developing the budget. Be realistic in your budget assessment. Make provisions for possible increases in some items [for example, insurance, taxes, school tuition] Then look for ways to get control over your budget.
Items Needed to Develop a Budget All current monthly loan payments. All other monthly expenses [such as child care, dues, etc.] Records of variable expenses [for example, utilities, food and car repair] from the last 12 months. This will give you an estimate of your monthly expenses. Records of annual or semi-annual expenses [such as insurance and taxes]. An estimate of what your new mortgage payment will be. Our loan officers at Gibraltar Mortgage can determine this for you for free and at no obligation! Records of non-fixed expenses [for example, medical expenditures, new tires]. This will give an estimate of average expenses of this type. Records or an estimate of personal expenses. [entertainment, travel, etc.] Get a current copy of your credit report. Go to www.equifax.com, www.transunion.com, or www.experian.com.
Prudential Gary Greene, Realtors® is dedicated to building and preserving wealth in home ownership. We want your move to be an enjoyable experience and we sincerely hope these tips to happy homeownership are worthwhile. Thank you so much again for visiting our web site at www.GaryGreene.com and we hope you continue to use it as your real estate resource center. Successfully,
EMAIL #5 - Should I get Pre-Qualified and Pre-Approved?
Should I Get Pre-Qualified and Pre-Approved Before I Begin My Home Search?
Hi Tasha, It is a good idea to get pre-qualified and pre-approved for a mortgage before you begin your home search.
Here’s the benefit to you: It answers immediately with precision the question,
1. 2. 3.
“How much home can I afford to buy?” In this way, you will only look for and find homes in a price range that is comfortable to you. It strengthens your bargaining position. Your offer stands out in a case of multiple offers for the same house. A seller pays far more attention to an offer with a “real” buyer than one who will make loan application soon. It also gives you and everyone involved [your lender, your Realtor®, the seller] a clear sense of direction. Pre-qualification is the process where the lender will look at a basic copy of your credit report and use the information you supply to determine how much mortgage you can afford based on income. No accounts or employment information is verified. Pre-Approval occurs when credit and employment is verified and is approval of the mortgage subject to the appraisal of the property you have chosen to buy. Final Approval occurs when the property has been appraised, all docs are in the hands of the lender and all contingencies have been met.
What does pre-qualified and pre-approved mean?
Qualifying for a mortgage Part of the mortgage application process will be the determination of how much house you can afford based on your income. The two ratios computed are the front ratio and the back ratio. Front Ratio: The total mortgage payment including principal, interest, taxes and insurance [PITI] as well as any condo or homeowner association fees divided by your total GROSS income. Traditionally, this ratio must be below 28%. Example: With a gross income of $3700 per month, a total mortgage payment [PITI] of $973, the front ratio would be 26%. Back Ratio: The total mortgage payment [PITI] and homeowner association fees PLUS any car payments, credit card and any other loan payments divided by your total GROSS income. Traditionally, this ratio must be below 36%. With a gross income of $3700 per month, a total mortgage payment [PITI] of $973, a car payment of $212, 1 credit card payment of $59 and 1 credit card payment of $43 for a total of $1251, the back ratio would be about 34%. Remember that the amount of mortgage you will qualify for is the maximum. If you qualify for a $100,000 mortgage and you have $15,000 available for a cash down payment and closing costs, you are qualified to buy a maximum of $115,000 home. Do not push yourself beyond your financial capability. Preparing for the Loan Application Begin to gather documentation. You will eventually need: W-2’s and the income tax returns from the last few years [especially if you are self-employed], copies of pay stubs, copy of your credit report, records of child support and alimony, and bank statements for all accounts. Prudential Gary Greene, Realtors® is dedicated to building and preserving wealth in homeownership and part of that wealth begins with the right loan product for you. Please feel free to contact at no obligation a loan officer found at www.GaryGreene.com under the Home Services tab at the top of the home page, and please select “Mortgage.” Please feel free to contact me for all your real estate needs.
Successfully,
EMAIL #6 - Do I Need An Agent?
Do I Need An Agent?
Hi there, We hope you have enjoyed reading about the preparatory steps in finding the right home for you and your family. Please know that we are at your service should you have any questions about the home buying process. Now the question comes in the home search process, “Should I get an agent to represent me in the purchase of a home?” We highly recommend that you do and that you select representation through Buyer Agency. When an agent represents the buyer, that Agent represents you and your interests above their own and owes loyalty to you, the buyer. A Buyer Agency Representation Agreement clearly spells out the obligations of all parties. Most often your fee is paid by the commissions offered by the seller. Types of Agency Representation:
Seller’s Agent - represents the seller in a real estate transaction. Seller’s Subagent - is a subagent of the listing broker and represents the seller. Buyer’s Agent - represents the buyer in a real estate transaction. Intermediary - By written consent of the parties, the broker represents both the buyer and the seller. The broker must treat all parties fairly, but has limited duties to both.
If you will tell me your concerns and the type of agent you are looking for, I will use my diagnostic capabilities to get you where you want to go. My Buyer’s Agency Representation Agreement comes with an additional guarantee that relinquishes you from our agreement if you are not satisfied. I hope you will give me the opportunity to review your needs and expectations, so that we can work together towards building your wealth in homeownership.
Successfully,
EMAIL #7 - Finding The Home Of Your Dreams
Finding the Home of Your Dreams
Hi Ann, In my previous e-mail to you, we have reviewed establishing a list of wants and needs, establishing a budget, tips on getting a mortgage and agency relationships. Most of this information sent is designed to minimize a great deal of the emotional impact of a major life change. By determining your buying power, your wants and needs, and having an organized search plan through a Prudential Gary Greene, Realtors® agent, your chances of a stress-free experience are much better. We are proud to offer our web site, www.garygreene.com as the premiere search tool for the home of your dreams. Take a tour of all homes listed and available in Houston! You will also find the most unique area of all - our home services division. This service can handle all of your moving, insurance, mortgage and utility-connecting arrangements for you!
We also realize that it can take months to make a decision on buying a home before becoming actively engaged in the process. Please take your time, and when you are comfortable and ready, we would be happy to help. Successfully,
EMAIL #8 - How Do I Know How Much To Offer?
How Do I Know How Much to Offer?
Hi Penny,
Two of the most frequent questions we receive from potential home buyers are: How much should I offer for a house? And What is the normal concession from the selling price? Unlike the automobile business (one of the other major purchases where prices are negotiable) real estate does not have an established selling price or a specific cost. It is impossible to give “standards” as to what is fair as every property stands on its own price and merits. This is where a Prudential Gary Greene, Realtor® is invaluable. Constantly attuned to the latest market data, value assessment is our specialty. We can develop a Home Price Evaluation for homes in which you are interested. It is far more in-depth than the one found on our site or any other. A Home Price Evaluation considers age, condition and location in respect to the most recent comparable homes sold in the area. In this way, when you make an offer, you will have a good idea of what the home is worth and can establish a price point to begin negotiations. In addition, the list/price sale price ratio of comparable homes is also a good indicator. Example: If homes that have sold in the area were listed for $100,000 and the average list/price sale price ratio of the sold homes is 98%, then the homes actually sell for an average of $98,000. This is a helpful metric to establish a starting price point in negotiations. We can assist you with more specific guidelines when we know what specific home you would consider making an offer to purchase. I hope this information has been helpful to you and I look forward to assisting. Successfully,
EMAIL #9 - My Goal Is …..
My Goal Is…
Hi Jessica, My goal is to provide you with the information, service and resources you need to make your future plans a reality. One of the most common misconceptions among home buyers occurs when it comes time to craft an “offer” on a home. Many believe that even though they have tendered an offer to the sellers, that their options are still open. To some degree, this is correct. TREC (The Texas Real Estate Commission) promulgated contracts contain an “option clause” that enables a buyer to opt-out at any time during the option period. The option clause is often used to have an inspection performed to determine the structural and mechanical integrity of the home before purchasing. After the option period passes without opting out, however, your contract becomes binding.
I can help guide you through all of the intricacies of a real estate contract and insure that your best interests are at the forefront of each decision.
Successfully,
EMAIL #10 - The Art Of Negotiation
The Art of Negotiation…
Hi William, In my previous e-mails, we touched on how much to offer and other related guidelines. Once an offer is made, the negotiation process begins. Negotiation is an art and the most exciting step for a great real estate agent! This is where my greatest value rises to the surface to insure you get the best deal available. It is challenging work because of the variations, character and personalities of the people involved. Knowledge and experience in dealing with many people in many different negotiations is a skill I am proud to have mastered. When it comes to real estate matters, the 3 most important aspects of an effective negotiation are: 1. Information 2. Preparation 3. Realism
Information--Once you have found a home you are prepared to buy, the first step in your process of negotiation is to determine the fair value for the home. As mentioned in earlier correspondence, we can be of great help here. We can develop a Home Price Evaluation. An HPE will show exactly what properties similar to the one in which you have an interest have sold for. Condition also has much to do with the ultimate selling price. Does the home to which you have an interest shine above or fall below the others that have sold? Extra Amenities can be a factor. Motivation--if possible, we’ll find out the sellers reason for selling.
Preparation--Just having the right information is not enough. Realism When it comes to dealing with sellers and pride of ownership, a low ball offer on a well priced home often hinders further negotiations. Negotiations will most likely be stopped, and if reopened, the seller may stand on list price. In Houston, most homes that sell are within 96%-98% of their list price. This varies according to neighborhood. For best results, we will look at the most recently sold homes in the neighborhood and determine the range for the subject property. I will also tell you if you are making an unrealistic offer on a home that meets your needs and is priced correctly. In Houston, many multiple offers occur, causing buyers to overreact. We do not want the home to end up costing more than it would with a realistic offer. The most important factor is your emotional frame of mind. Keep your excitement in check or you will lose the value of the information you have. Your Financial Frame of Mind - your power here comes from being pre-qualified and pre-approved for a mortgage. Set a realistic limit and then stick to it. You cannot be afraid to let it go. Plan your work and work your plan. Organize your information and have it quickly available. We will be with you every step of the way.
I hope this has been helpful and I look forward to working with you.
Successfully,
EMAIL #11 - We Highly Recommend An Inspection
We Highly Recommend An Inspection…
Hi Terri, Now that we have briefly covered the offer and negotiations, let’s talk about the next step once we have a fully executed contract signed by all parties. Depending on the type of financing you choose, there should be either 2 or 3 separate inspections on the home you want to purchase. The first should be your own personal inspection, and the second should be a professional inspector that is licensed in the State of Texas. Should you select a government loan [FHA or VA], the third inspection should come at the time of the appraisal, which to some degree amounts to a “mini-inspection”. Do not, however, rely on this appraisal as your only inspection of the property! We cannot emphasize enough the value and necessity of an extensive home inspection by a licensed real estate inspector. It saves you money long-term! Inspections are designed to disclose defects in the property that could materially affect its safety, livability, or resale value. They are not designed to disclose cosmetic deficiencies [example, an interior wall that needs paint touch up]. You will need to determine on your own those types of cosmetic items that will need attention: don’t expect an inspection to reveal them to you. “Home Services” on www.garygreene.com has access to top-notch inspectors.
As you can see, we are committed to supporting your home purchase every step of the way. If we can answer any questions or help you get started in the home buying process, please contact me today. Successfully,
EMAIL #12 - Residential Service Contracts
Residential Service Contracts
Hi Larry, As you approach closing day on your home, you may want to consider purchasing a Residential Service Contract. We have found them to be invaluable to buyers when unexpected repairs are needed. Residential Service Contracts, also known as home warranties, can save you a bundle in repair costs after you move in. A Residential Service Contract covers repair or replacement of some major and minor items and components of a home. Typically, they are 1 year in duration, beginning at the time you take occupancy. Many cover central air and heat, electrical, plumbing, water heater, and some appliances like refrigerators, etc. The seller may offer or you may ask for them to furnish you with a Residential Service Contract. We recommend First American Home Warranty, and we include their policy in our presentation materials.
At Prudential Gary Greene, Realtors® where we aspire to build and protect wealth in homeownership, we strongly recommend reviewing the coverage of a residential service contract, and the amount of savings and “peace of mind” that it could represent to your home purchase. Again, please contact me for any reason. Successfully,
EMAIL #13 - The Final Walk-Through!
The Final Walk-Through!
Hi Sandra, Shortly before the date of the final closing, it is important for you to make a final inspection of the house that you are purchasing--a final walk through. We will be there to help you so take your time on your final walk through. Check the house from bottom to top Pay attention to items important to you Watch for areas where furniture and rugs may have been when you originally looked at the house. If an item is missing or there is trash left behind, deal with it now, and ask me to contact the listing agent to rectify the issues. Make sure the home is as you expected. Deal with any potential problems. If you see any items that need to be addressed, let me know so it can get handled before closing. At times like this, it is great to have Prudential Gary Greene Realtors® behind you every step of the way! Please call if you have any questions. Successfully,
EMAIL #14 - Moving Contact List
Moving Contact List
Hi Becky, We thought it would be helpful at this juncture to provide you with a “Moving Contact List” to make your move a smoother one. Below is a checklist of people that need to be contacted as a result of your move. Using this list early in the process helps make for a far more organized transition. Please feel free to print out and use or transfer to a contact management program.
Item Utilities Power Telephone Water/Sewage Gas Cable Trash Disposal Other: Schools Elementary Middle High School Other: Medical Doctor Pediatrician Dentist Other
Address and Phone
Date
EMAIL #15 - Planning The Move
Planning The Move
Hi David, As the closing approaches the following checklist was prepared to help you organize your move in an orderly fashion and to prevent any last minute snags. We will review your contract and confirm with sellers’ regarding possession of the home and moving date. Once confident you are proceeding with the purchase, begin to toss out things you do not want to move. It simplifies your life, too! If you need moving assistance, log on to www.GaryGreene.com to arrange for estimates on your move at no obligation. Prepare a list of all those who will need to be contacted at your new home [utilities, etc.]. You may find utility hook-ups on www.GaryGreene.com as well as other services that make your move much simpler. Make a list of items you need to buy for the new home. Draperies, blinds, shower curtains, etc. Start packing early. Box anything you are sure you will not be using before moving day. Set up a “staging area” where items that are ready to be moved are placed. Mark every box and carton with its contents and also what room in the new house you want it placed. This saves movers time, and it also saves you money and aggravation!
We hope this checklist has been helpful and that you will call upon us for all your real estate needs. Successfully,