Sold-in-your-area campaigns, 20:20s, sold-on-your-road… whatever your agency calls it, there’s no doubt that they are one of the most vital strategies in securing new instructions. In fact, in a recent study carried out by Spectre, it was uncovered that agents who used a combination of regular letters and 20:20s had a 67% higher success rate than those who didn’t.
When time, money, and resources are limited, focus on off-market prospecting can dwindle, especially with 20:20s which can take time to get right. Nevertheless, such campaigns continue to be one of your agency’s best chances of generating new leads, but why?
40% of homeowners who are motivated to move are not currently on the market, meaning you could be missing out on vital leads by ditching the 20:20s when things get busier. One of the best things your agency can do is use 20:20s to showcase your branch and prove that you're having success selling in the area.
But what aspects make a successful 20:20 campaign?
Choose a great location
Gone are the days when a 20:20 is capped at 20 doors up and 20 doors down from the sold property - expand your targeted location to wherever you see fitting. The key to winning more leads is selecting the right properties, don’t be too linear and try expanding to properties in the area that you could see being tempted.
Although, it’s important to choose your location carefully. Research the properties in the area and be sure to filter out those who have recently moved within the last two years as they’re much less likely to move so soon.
Turn your postcards into lead capture forms
If you’ve opted for sending postcards as part of this campaign, adding QR codes is a great way to bring your agency into the modern age and generate more leads than ever before! Simply create your QR codes online and link them directly to your agency’s website, booking platform or contact details so interested vendors can quickly get in touch as soon as they see your postcard.
Writing compelling content
Writing content that’s bound to grab attention is vital for a successful 20:20 campaign. Writing the perfect letter doesn’t have to be scary, check out our handy tips below to nail it every time:
Open with a killer line
Launch your letter or postcard with a sentence showing off your agency’s capabilities - whether that’s shouting about a recent success, a figure on how many properties you’ve sold, or something more personal to your agency.
Mention a recent success in the area
If you haven’t already opened with it, highlight a recent success in your next sentence - mention your most recent agreed sale in the area.
If you can include quantifiable statistics on how much you’ve achieved over asking or how quickly you sold a property, that’s even better!
Shout about what makes you great
What are your agency’s USPs? List them down in your letter or postcard to compel the reader to choose your branch. These USPs could be anything from area knowledge and expert valuations to a friendly team or widespread marketing strategy - think about what makes your agency stand out.
Ask the homeowner if they’ve considered selling
Close your postcard or letter by directly asking if the reader has considered selling themselves. Invite them to get a valuation and leave your contact details clearly displayed so they’re easily able to reach you.
20:20s - do we really need them? Of course, the answer is - very clearly - yes. While 20:20s take a bit of time to nail, they’re a vital element of your strategy which can generate more leads and, in turn, new instructions. Whether you choose to do them manually or use intuitive prospecting software to auto-generate your campaigns, it’s important to continue with 20:20s to advertise your agency’s success.
