Ray Ellen Strategy

I think we’re on track for a great end of the year.

Affordability is coming down for the first time in 4 years.

Buyer mortgage applications are up 10%.

A lot of people who have stepped out of the market are coming back in.

Let’s be the agents who get in front of our clients with valuable information so we can help them navigate the market.

Providing timely and relevant information about what’s happening in the market right now is crucial to building trust and confidence with the consumer.

This email campaign is designed to keep your database informed about what is the second-order effect of interest rates dropping and how it might lead to more inventory hitting the market in the coming months.

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You’ve likely seen the news.

The Fed cut rates.

You’ve probably been thinking how do I communicate this update in a way that’s informative and helpful to my audience without coming across as pushy or aggressive.

Don’t worry, I’ve got you covered.

I wrote this bonus campaign for you to use because the timing matters.

Let’s get this sent out to your database ASAP.

Note; the PS is a soft-CTA that you can personalize with your own success story.

Conversations = Appointments.
Appointments = Listings.

Anytime there is a newsworthy event, there’s an opportunity to provide value and get people in your database to raise their hand.

When I read on CNBC that we hit another equity all-time high, I knew it was the perfect opportunity to start a conversation with folks in our database who might be considering selling.

Targeting Non-Owner Occupied Homeowners:

This letter is specifically crafted to appeal to non-owner occupied homeowners—those who own a second home or investment property but do not live in it. These homeowners are often more financially and emotionally detached from their second properties, making them more likely to consider selling when market conditions change.

Psychological Appeal:

This letter leverages several psychological principles to connect with homeowners considering selling their second homes:

1. Social Proof: By stating that many homeowners are in the same situation, it reassures the reader that they are not alone. This social proof reduces the anxiety of making a big decision like selling a home.
2. Authority: Citing reputable sources like Redfin and Yahoo Finance establishes credibility. It shows that the insights provided are backed by data, enhancing trust.
3. Empathy: The letter acknowledges the reader's potential frustrations and challenges, creating an empathetic connection. Understanding the reader's pain points makes them feel heard and understood.
4. Scarcity and Urgency: The mention of declining demand and rising costs implies that the optimal time to sell may be now. This sense of urgency can prompt quicker action from homeowners.
5. Simplicity and Clarity: The letter breaks down complex market dynamics into easily digestible points. Clear, concise language ensures that the message is accessible to all readers.

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