Let me tell you a little story about how I stumbled upon a game-changing strategy for acquiring luxury listings.
It was nine years ago, my first year in the business, and I was riding high on a lead team, closing 29 deals right away. Not too shabby, right? I got a little cocky and decided to go solo. But then…BAM…reality hit me like a ton of bricks. My lead flow completely dried up.
I was too stubborn (or maybe just too proud) to crawl back to my team. So, I had to make a new path and a new lead source for myself. I dove headfirst into the world of expired listings and FSBOs. I even shelled out for a year of Vulcan7, an expired lead generation service.
But here’s the thing—I have a real fear of cold calling. Just thinking about it makes my skin crawl. I tried it for a few days, but it felt impossible. And the responses I got were less than welcoming.
Dream 100 Strategy
That’s when I had my lightbulb moment. I stumbled across this concept called the “Dream 100” in Chet Holmes’ book, The Ultimate Sales Machine. The idea was to create a list of 100 ideal clients, tailor your marketing to them, and then market the hell out of it to attract those potential clients.
The Dream 100 strategy is all about laser-focused marketing to your ideal prospects. Here’s how it works: instead of cold calling, you woo them with a combination of clever “lumpy mail” and educational content all based on your listing and marketing strategy.
Before you dismiss this as just another marketing tactic, let me explain. This isn’t your typical, outdated approach. This is about supercharging your strategy to truly attract attention.
Step one: Start by compiling a list of 100 expired listings, canceled listings, or FSBOs in your target market. These are your Dream 100.
Step two: Get inside their heads. What keeps them up at night? What are their hopes, dreams and fears? Remember, most canceled/expired listings come with a side of frustration. Use that.
Step three: Write down every single feature and benefit of your services. Yes, handwrite it. You’ll be surprised at how this simple act can unlock new ideas and insights.
Step four: Now, here’s where it gets fun. To stand out in the sea of junk mail, you need to send small, inexpensive gifts. These gifts (or grabbers) make the mail lumpy (hence the term lumpy mail) and guarantee they get opened by the recipient. The frequency I send these different letters and gifts is every seven days. We’re talking mini Rubik’s cubes, stopwatches, calculators, tape measures—you get the idea. I typically send seven gifts in a row.
Each gift comes with a clever message tying it to your services. For example:
- Mini Rubik’s Cube: “There are 43 quintillion possible combinations to solve a Rubik’s Cube, but only five things you need to know to get top dollar for your home.”
- Mini Stopwatch: “Every second you don’t get our report, ‘How to Get 100,000 Views of Your Home,’ you’re losing money.”
- Tape Measure: “Make Sure Your Marketing Is Measuring Up.”
- Etc, etc, etc
$38 Million in Sales from Lumpy Mail
I know this sounds corny and like a lot of work—and you’re right, it is. But, it’s worth every second. These little gifts are not just noticed; they’re remembered. And most importantly, they get you calls from potential clients. I had one guy call me and say, “If I interview you, will you stop sending me toys in the mail?!” I have now done three transactions with him.
Over the years, I’ve sold $38 million from lumpy mail alone.
The secret is to keep it cheap, but useful. We’re talking stuff they’d actually use or give to their kids. Don’t go overboard – you’re not trying to bribe them; you’re trying to stand out.
We’ve landed multiple $1-$5 million listings with these little trinkets. It’s not about the gift itself; it’s about showing your persistence, originality, and expertise.
Beyond the Gift: Details Matter
Let’s talk about those letters you’re sending with the gifts. Quality is key. Put yourself in your seller’s shoes. What would you want from a listing agent? Spell it out in detail.
Make your packaging personal and attractive. We use large black linen envelopes with an oil-based silver Sharpie pen. No business affiliation or logos on the return address. Use good quality linen or cardstock paper. Make it impossible for them to toss it in the trash without opening it first.
Remember the golden rule from David Ogilvy, the father of modern advertising: “The more you tell, the more you sell.”
You’re advertising to a moving parade, not a standing army. Don’t assume they’ll remember your last letter. Each one should stand alone with all the info they need to make a decision.
And here’s a pro tip: seven out of ten sellers will read your opening paragraph and then skip straight to the end. So, make sure your P.S. is perfect!
Are you ready to ditch the cold calls and start attracting clients like a magnet? Give this strategy a shot. Who knows? You might just land your next million-dollar listing with a $1 Rubik’s cube.
In real estate, it’s not just about selling homes; it’s about selling yourself. And sometimes, all it takes is a little creativity, persistence, and a drawer full of dollar-store toys to make that happen.
Want a link for all these inexpensive trinkets? Check out Chapter 11 of my book HERE. Want a copy of all seven Dream 100 letters? Purchase and review my book Six Weeks to Real Estate Success and then DM me a screenshot of your review on Instagram @dustinmfox. Trust me, it’s a small investment that will yield big returns in your real estate career.
