One word: "unsolicited". Those FSBO newspaper and online leads are getting bombarded by agents everyday, these leads are shopping for the lowest rate, and those agents are dropping their commissions below what is acceptable. When you generate your own postcard leads they are exclusive, meaning other agents are out of the loop and you'll have bargaining position. Sign exclusive listing agreements because you are well known, liked, and trusted. NOT because your rate is the lowest in town.
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