Finding Marketing Diamonds in the Rubble
Posted by Usual in Real Estate, Short Sales, tags: foreclosures, Real Estate, short sale, Short SalesMonumental challenges to mortgage brokers have created an environment where it is next to impossible to market a niche or unique selling proposition. If you specialized in any particular niche product it is likely no longer available. Even if your strong point was fast closings and low costs the Home Valuation Code of Conduct (HVCC) guidelines have robbed the borrowers of those benefits. For awhile I felt like I owned a shoe store that sold only size 8.5 black loafers. Everybody needs shoes but if you don’t fit into those, I can’t help you.
So where is the opportunity for mortgage brokers to create unique value in this market? Is their a diamond someplace in this rubble of a mortgage market? What problems exist for my referral sources (Realtors®) that I can help solve and, as a result, earn the opportunity to serve their clients? The answer was really obvious - nightmare short sales!
Here’s the scenario every real estate professional that deals in short sales is familiar with:
1. You convince a seller to list their home as a short sale to save them from foreclosure. You are their only salvation and they are so grateful you have presented this option to them.
2. They work diligently to provide you with all the ammunition you need for a viable hardship package.
3. You systematically lower you asking price until, Bang! You get an offer.
4. You prepare a convincing package for the lender’s appraiser, meet him/her at the property, and effectively drive down the Broker Price Opinion.
5. It is now 3-4 months from the original listing date, you have negotiated tirelessly with the lender (not to mention the hours on hold) and finally they have accepted your offer.
6. With all the excitement in the world the buyer is contacted to inform of the great news and guess what? For any one of many reasons, the buyer is no longer interested.
7. The Short Sale “Walk of Shame” is when you have to give this piece of crushing news to the distressed seller.
All that time and effort spent for what? You’ve finally got a solid acceptance from the lender at an incredible price but it expires in 30-45 days. This predicament is not an isolated incident. It is not uncommon for short sales to be negotiated for one buyer after another and to have the buyers walk at the last minute. The question is, when your buyer walks how can you quickly find another buyer that wants to close immediately?
THAT’S IT! How could I help deliver ready-to-close buyers to these deeply discounted, accepted offers. The deals are already negotiated, the lender’s acceptance letter is only good for 30-45 days, the work is all done but nobody’s getting paid unless a new buyer can be found immediately. Why can’t I be the “clearinghouse” for these lender approved short sales? Wouldn’t that make me the Gatekeeper for the absolute hottest deals in town? Have I found a phenominal Unique Selling Proposition? YES! YES! YES!
From this point it was easy. I reached out to my local real estate community and asked them to contact me as soon as they had a buyer walk on a contract that already had a short sale acceptance from the lender. I offered to post all these listings on a hot sheet which I called www.RealEstateRoadkillUSA.com (cute, huh?). The list was populated in no time at all. Everyone seemed to have a “My buyer just walked” story. Not only that. Everyone also seemed to have buyer’s who wanted short sale prices without the 3-5 month negotiating period. Since log-in is required to view the list of fresh Real Estate Roadkill my database exploded!
The RealEstateRoadkillUSA.com website was my diamond in the rubble. With everything crumbling around me I found the gem that draws all Realtors® to it. I don’t mind admitting that it happened not a moment too soon before my business was buried.


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