Shoestring Marketing For Short Sale Leads
Wednesday, April 28th, 2010
I speak with real estate investors nearly every day, and they always ask me about marketing. Where do you find the good deals? Do you find yourself asking that question, too? They know it might be a good idea to switch strategies when their existing ones don’t work. They get frustrated when their cash flow isn’t steady, so it’s no wonder they’re looking for a better way to find short sale leads.
That’s a great question, and I can answer it in a single word: referrals.
I have coaching students all across the United States who have a jam-packed pipeline of pre-foreclosure and short sale leads, and they spend absolutely no money on marketing. How? They have solid sources in their local markets who feed them free leads to these properties on a regular basis.
Before you go referral-hunting, you need to initiate a couple of referral-friendly programs in your business. The first task is to set up a referral fee structure for professionals who are willing to send you leads. Fees can range from $200 to $2,000, and this extra incentive from a done deal is a very motivating and very simple policy for you to begin. The second task is to develop a Gift Referral Incentive Program (GRIP) for private individuals who take the time to talk to a homeowner in trouble about working with you.
Now that you have the carrot, let’s look at who might be in a position to grab the stick. The only cost of using this method of marketing is your time in getting to know these people.
Attorneys: What you’re looking for is an attorney who deals with financially distressed people on a regular basis. The strongest potential lies with bankruptcy and divorce attorneys, who can and do accept referral fees. Divorce attorneys may have clients who are each demanding that the other pay the mortgage, so nobody does and the property goes into foreclosure. Bankruptcy attorneys frequently represent homeowners in trouble. A good bankruptcy attorney knows that, if a client files for bankruptcy protection, the client should still sell the property to eliminate the foreclosure from their credit report after the bankruptcy has been discharged. Don’t count out other attorneys who don’t specialize, but who do have clients like these. Get to know them too, and ask for their help.
Mortgage Brokers: Since so many mortgage brokers have put people into houses that they couldn’t afford, they often feel some sense of obligation to help distressed homeowners who were once their clients. Refinancing doesn’t work when the homeowner is over-leveraged as so many are today. Consider bringing up the possibility of building a direct marketing campaign to promote both of you. For example, the mortgage broker can create a direct mailing campaign to generate possible leads for refinancing; however, the broker can include in his marketing that, for those people precluded from refinancing, there is another option – you. Conversely, you as the investor can do the same thing, but with a twist: you can market the option of either selling the house or trying to refinance. Since 90 percent of attempts to refinance end in failure, the lead will come back to you, the investor. Make sure that the mortgage broker pays for the direct mail campaign. When your short sale deal closes, pay the mortgage broker that referral fee.
Title Companies: Mortgage brokers who are attempting to refinance a person facing foreclosure always work with a title company. If a title company is aware of the work that you do, and you send them business, they will send you leads for those refinance deals that failed. Title companies are also staffed with people who are in the real estate business. They hear things going on throughout the area and the industry. If they are aware that you want those leads, and that you also pay referral fees, they will send you those leads when they run across them.
Remodeling Specialists: People in the home repair business deal with real estate professionals all the time. Because these contractors also have an unstable cash flow, they might jump at the idea of getting a referral fee just for paying attention to conversations about homeowners in pre-foreclosure. Mention the phrase “up to $2,000,” get out your elevator speech, and get ready to hear all about troubled homeowners in your neighborhood.
Other Short Sale Investors: We were doing short sales while most of the real estate investors around us were doing rehabbing. It didn’t take long to figure out that they had no idea how to help homeowners who couldn’t sell their house outright because they owed more than the house was worth. Once we explained our referral program to them and offered them anywhere from $1,000 to $2,000, the leads began to come in. It also became a good opportunity to get to know other investors and their businesses.
Sellers, Friends, and Family: The homeowner will be feeling pretty good about how you helped them when the sale of their home closes. While you can, take that opportunity to talk to them about who else they might know in their situation. Emphasize the benefits of referring their friends to you with your GRIP flyer, and leave them with a business card or two to pass along just in case they think of anyone later who might need your help. Hand those out to your family and friends too. They’ll be more likely to remember you when they talk to a homeowner in financial trouble.
Finding new short sale leads can be as simple as getting to know the people around you. Good luck with your networking!
Want to find out more about finding short sale leads? Visit Josh Cantwell’s site on how to choose the best marketing methods for your needs.

