Getting more listings and making them stand out can be challenging for any agent, especially given the competition in the market and relatively low inventory. But don’t worry, real estate guru Tom Ferry’s proven strategies, combined with Breakthrough Broker’s comprehensive resources, are here to help you build an effective listing attraction plan that:

• Ensures your lead generation efforts work continuously, even when you're not actively prospecting,
• Keeps you top-of-mind with potential sellers, and
• Helps your listings stand out in a competitive market

Use these four listing attraction tactics to automate your lead generation efforts and establish yourself as your market’s go-to agent.

1. Postcard Campaigns

Believe it or not, physical mail can be a refreshing change from countless spammy emails. People are less likely to forget your name or question your experience after your postcard has shown up in their mailbox. Plus, they’ll likely look at it for at least a moment when they check the mail versus immediately deleting an email without opening it.

Here are some ideas for postcards you might wish to send:

• Highlight your market expertise by sending informative Market Snapshot postcards to your SOI and geo-farm.
• Send Open House invitation postcards to differentiate the listing from the rest AND drive traffic to your open house from the surrounding neighborhood. This tactic gets you engaged with potential sellers in the area by demonstrating how hard you work for your clients. If you start a relationship by sending a VIP Open House Postcard, you will make them feel important from the start. As an added bonus, it also .– LINK TO VIP PC
• Showcase your ability to help sellers get the most for their property with “Just Sold” announcement postcards.

Pro Tip: Use high-quality, visually appealing designs to make your postcards stand out. Remember, you only have a moment to capture their attention.

Action Step: Plan a direct mail campaign for your target neighborhoods. Breakthrough Broker offers DOZENS of postcard options AND SPECIAL LETTERS for creating impactful mailers. -

2. Turn Long-Form Videos into Short-Form Clips

Video is one of the most powerful tools you can use to build your brand and showcase your expertise. Start by creating YouTube videos highlighting your industry expertise, then repurpose this content into shorter clips for social media. Since YouTube is both a search engine and a social platform, your videos can continue attracting viewers and become the go-to realtor for the people you know.

Here’s how to create videos that will engage your ideal audience:

• Use tools like Answer The Public to find what people in your market are searching for.
• Create a list of questions by theme or topic to address in each video.
• Have ChatGPT draft scripts that answer each question you plan to cover.
• Resources like TubeBuddy can help you find the right SEO keywords for your video title and description.
• Film multiple videos at once for maximum efficiency.
• Consider using Opus.pro to break down long videos into short, vertical clips for use on Instagram.
• Plan and schedule your content ahead of time so it seems like you’re always online, even when you aren’t.

Pro Tip: Follow agents like Ken Pozek, who have mastered the art of converting detailed YouTube videos into short, shareable Instagram snippets.

Action Step: Are you new to making promotional videos? Start by creating a few talking head-style clips. These may feel more approachable. Breakthrough Broker offers video templates to get you started. Once you’re satisfied with your videos, you can repurpose this content across different platforms to increase your visibility.

3. Run YouTube and Google Ads

Ads can help you reach potential sellers who aren't actively searching for your services. It’s up to you to put the idea in their head! YouTube and Google Ads can be a great investment to grow your business.

Here’s how you can go about starting an ad campaign:

• First, you’ll need to visit Google Ads and set up your account.
• Then, select "Create a campaign without a goal’s guidance" for full control.
• Choose from skippable, non-skippable, or discovery ads, depending on your goals.
• You’ll need to set your total or daily budget.
• Make sure to specify your target location, language, demographics, and audience segments.
• Post your video on YouTube and link it in Google Ads.
• Choose a cost-per-view (CPV) or cost-per-click (CPC) strategy.
• Preview and launch your campaign.
• Use YouTube Studio and Google Ads analytics to track performance.

Pro Tip: Use geo-targeting to ensure your ads are shown to homeowners or real estate investors in your coverage area.

Action Step: Start a YouTube/Google Ad campaign using one of your existing videos. For help, refer to Breakthrough Broker’s resources on social media ads. https://www.breakthroughbroker.com/facebook-marketing

4. Slybroadcast Voicemails

Have you ever heard of Slybroadcast? This technology allows agents to send voicemails directly to a lead’s phone without making it ring. This lets you deliver your message efficiently to a large audience at once. Automated processes like these save time and are a great way to get your name out there, all without bothering prospects.

Here are some ways you can put Slybroadcast to work for you:

• Create a sense of urgency and exclusivity with open house announcements.
• Provide valuable insights into the local market to establish yourself as an expert.
• Invite prospects to home-selling events that showcase your expertise.
• Keep your audience apprised of property-buying opportunities.
• Let prospects know their home's current equity status.

Need help figuring out what to say in your message? Here’s a sample voicemail script you can use:

"Hey {{THEIR NAME}}, this is {{YOUR NAME}} with {{COMPANY}}. I wanted to reach out because there are some interesting things happening in the market right now. I happened to take a look at your home’s equity, and what I found might surprise you. Give me a call when you have a chance, and we can talk about some ideas I have for you to take advantage of this opportunity."

Pro Tip: You can automate things even further with Slybroadcast’s AI message personalization feature. With this tool, you can use your voice to say each recipient's name, making the message more personal while saving you time.

Action Step: Try Slybroadcast for open house announcements or market updates. If the software isn't an option, regular voicemails can still be effective. Breakthrough Broker offers content like market updates to include in your voicemails. Check out our marketing center now for more resources.

Conclusion

By implementing these four listing attraction tactics—postcards, video content, paid ads, and voicemails—you can establish a strong presence and attract more listings.

Breakthrough Broker offers a range of resources to help you tackle these tactics effectively. Explore our marketing center for materials to enhance your strategy and start seeing results. The competition is fierce, but with these strategies, you can rise above the noise and become the go-to agent in your area.