You just closed on a property and jump online to order your "JUST SOLD" neighborhood postcards. You choose the extra big cards because you want to make a goo impression. You add three or four photos of the home you just sold, choose your neighborhood, pay and the cards are sent. You pat yourself on the back pour yourself a glass of champaign and celebrate. Waiting for the cards to hit the neighbors so you can get another listing. Right? Isn't this what we do? Isn't this what we are taught to do with every listing? It's time for a WAKE UP CALL!
What's a Case Study?
I recently had the pleasure of attending the Tom Ferry Success Summit 2020. Like most seminars I learned a lot and got all rejuvenated to finish 2020 strong. One big take a way was I learned that the above "Just Sold" postcard scenario is all wrong. We need to be delivering "Case Studies" Not Just Sold Cards...

Here's what a case study is. It's an overview of how you did an amazing job selling a home. The process, the marketing, the strategy all laid out in a postcard. When you think about it, this is a genius way to promote your business. After-all when you send a plain "Just Sold" card no one knows all the amazing things you did, the effort you put into the process of selling the home. Just because you sold the home down the street from me does not tell me you are a good Kick-Ass agent. In fact we know our industry is full of wanna-be agents working part time and doing as little as possible to sell the home. We even still see photos of homes taken with agent cell phones, while they are in their car because they are too lazy to get out of the car and to them, it's perfectly acceptable to have your car door mirror in the photo of your new listing. Sorry I had a little rant there. But you know who you are...

Below is an example of how to put together the perfect "Case Study" Postcard for your next closing.
In the layout above you can see right away the big difference in how a "Case Study" card is laid out compared to the old "Just Sold" card.
Instead of the title of the postcard being "Just Sold" is now says "How We Do It" You have a lot of real estate on a 6 by 11 postcard and plenty of room to lay out a nice informative story board about how you just achieved this amazing feet.
Laying out the "How We Do It" builds value and in itself is a mini listing presentation. We have been doing this kind of marketing for a long time. Taking single property websites after the home has sold and creating a single property "Sold" website. Instead of telling the consumer how awesome the home is, and describing the beds, baths, and design features we lay out what we did to prepare and sell the home and how efficient our process is. The same thought process needs to go into your "Case Study" postcard. Start by putting together a bullet list of each task you did to ready the home for sale.
The next section should be about the "Results". Share with the consumer how many potential buyers came through the door, how much online traffic the website received, your social impact, how quickly the home sold, and or how efficient the process was. While the market is hot right now this won't always be the case. And laying out your hard work, week to week even month to month marketing and strategy plan is what will win the next listing every time.

Use the "Backside" of the "Case Study" card to promote testimonials, give an overview of the team, your brand, and an overview of your accomplishments. Oh, and please STOP USING TOP PRODUCER! Nothing is less defining than those words. What does that even mean? I promise you if you look at any publication for real estate every single agent listed in the ads says those words. Now can every single agent be a Top Producer? NO! and the consumer knows this is plain and stupid old fashioned marketing. It's like saying your number one, we are the best... We'll everyone can be number one in some category. Instead, stick with facts. $30 million sold in the last 12 months. 332 happy satisfied clients and counting, 4 sold homes in your neighborhood this year, will you be next? Be real and personal. Do not hype. Consumers are smart and should be respected. Go sign up with Tom Ferry, he's amazing and can transform your business...
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