Let me tell you why I love it when consumers ask what I do for buyers.

I get to humble brag about how I search for off-market properties for buyers. Since I have been having this conversation a lot lately (thanks NAR), I realize that most agents either:

  1. Do not do much for their clients, OR
  2. Don’t know their unique value proposition. 

So, if you don’t know your unique value prop, rip off mine. Sidenote: I’m not even a “buyer agent;” about 35% of my business is buyers. But guess what—this is an incredible strategy for listing agents, too. 

“What do you do for home buyers?”

When asked what I do for buyers, here is my response:

“There are so many things I do for my buyer clients. Of course, we review the current inventory. In doing so, we really dig into what they are looking for, go deep into aspects of the areas they are considering, and discuss how the current market conditions affect them. 

“Once we really have it homed in, I get to work sourcing off-market opportunities. I’ll call an entire neighborhood for a buyer, I send out letters to homeowners, telling the story of my clients, and I will sometimes even send out clever direct mail marketing pieces aimed at getting future sellers to raise their hand. You’d be really surprised how effective these tactics can be.”

Easy peasy, right? Here is a bit more information on each of the tactics I mentioned to help get you started.

Circle Dial

First thing is first, you need to actually have a buyer. Sourcing an off-market opportunity for your real buyer must be the objective when you call. If it is not, the homeowner will likely sense that this is a sales tactic. So here is a sample script you can use when circle dialing

Agent: “Hi (homeowner), my name is Katie, I’m a local Realtor. I promised one of my amazing clients that I would call everyone in (neighborhood name) because they want nothing more than to live in your neighborhood. So, I told them I would check with every homeowner to see if, by chance, you were considering selling your home in the near-ish future.”

Homeowner: “No, we aren’t planning on moving.”

Agent: “I can’t blame you; your neighborhood is awesome. If you hear, or have heard, any rumors that one of your neighbors may be thinking of moving, please let me know!” 

Homeowner: Responds with anything besides no.

Agent: Elaborate on what your buyers are looking for and focus on setting the appointment to show your buyers.

“I have a buyer” letter

There are so many options for these types of letters. For me, the components that convert include:

  • Handwritten envelope
  • A personalized letter with the homeowner’s name and details about their community 
  • A small amount of information on yourself, to establish credibility 
  • Value proposition with details on how this opportunity could potentially serve the homeowner
  • Storytelling components around your clients to bring the buyers to life
  • Current market insight that benefits the seller, enticing the opportunity
  • Call to action

Taking a little extra time to personalize these letters makes a big difference in how they are received. This tactic helped me secure a $2 million listing, so it definitely pays off. 

Direct Mail that draws out potential sellers

Incorporating a clever direct mail piece that identifies probable sellers (and gives them an easy way to raise their hands) is an efficient way to source potential properties for your buyer. At the same time, this is a great way to prospect for sellers across the board. The “Name Your Price” campaign is an easy example of this.

Name-Your-Price-Direct-Mail-

Example of a “Name Your Price” direct mailer.

Taking the initiative to search for off-market properties for your buyers not only sets you apart from other agents but also showcases your dedication and resourcefulness. Anyone can leverage these tactics to simultaneously impress your buyers and prospect for listings. It really doesn’t get much better than that.