I have done many short sale in the past 15 years and have faced rejection from lenders and homeowners 20-30% of the time. Does rejection bother me? Not in the least and I love it, since It provides more information so that I can improve my negotiation skills As with any sales tactic, I am playing a numbers game and there is no game better than the short sale game which can make you wealthy beyond your dreams.

Most agents, investors or even lenders do not know how a short sale works or how to negotiate a short sale successfully There are no seminars, Gurus or get rich quick schemes in the short sale industry and do not let anyone fool you. Short sale transactions are learned with experience and there in no one way of doing it. Each short transaction is a separate animal on its own with separate investors and numbers. There are very few investors who truly know how to successfully negotiate a short sale. Most investors have the perception that all that is necessary is to submit an offer and wait for the bank to give you an answer. If all goes well the offer will be accepted but in many cases it’s not that simple. That’s why a strategic plan is necessary before you even begin a short sale. You must set up a plan to persuading the lender to agree with your offer.


Here are 2 key steps that will ensure success when negotiating a short sale with lenders:

1. Evaluate all the numbers that the owner give you, such as the total amount of the 1^st, 2^nd or even 3^rd trust deeds and determine if you indeed have a short sale opportunity on your hands. Obviously, if the total balance of all liens is greater that the “as is market value” of the property than you may have a candidate. The next step would be to qualify the homeowner to determine if they are truly in financial hardship and most homeowners are, especially if they are behind on their payments.. Many rookie investors are under the misconception that every homeowner facing foreclosure is a good short sale candidate. Not all deals are good short sale opportunities. You must know the difference between a good and a bad deal.

2. Don’t take no for an answer. If the lender says no you must ask yourself why? Lenders do not make decisions based on emotion, unlike most homeowners, their only concern is to negotiate and get the highest price on their investment and trust me, they will say no to offers dozens of times. When the end approaches and the property is scheduled to sale at auction, they may very well say yes to your offer. I personally expect to get a no on my first offer and second counteroffer before we get down to the real serious numbers in purchasing any given property.

Here is an deal which I recently purchased that I would like to share with you, the property was located in Los Angeles:

I got a call from an owner in distress on one of my advertisements. This owner was behind 3 months and a notice of default had already been filed. He had a 1^st loan amount of $585,000 and 2^nd loan amount of $95,000 the property was worth $620,000 in it’s as is condition. I immediately had him sign an “authorization to release” and contacted the 1^st lender within 2 days and asked them to send a short sale package, which they did. Long story short, my initial offer for the 1^st and 2^nd combined since one lender held both was $480,000. They send out their broker for a BPO or “brokers price opinion” which came in at $600,000 they countered me $580,000 back and forth some more and the final purchase price was negotiated to $495,000. I sold the property within 30 days for $605,000 netting $580,000 after commissions and closing costs. Net profit from this one deal was $70,000. Not bad for 3 months work.

This would have never happened if I accepted no from the bank. I must have received a “no” several times from the loss mitigator but I knew that if I was persistent and aggressively polite they would reconsider. Remember, the next time you are putting together a short sale offer, be prepared and take control of the deal. Never take NO for an answer. Be proactive not reactive. Don’t just submit offers without having a game plan. Do yourself a favor and take advantage of the opportunity to make lots of money in an industry where great deals are hard to come by.

The idea of owning rental real estate seems to be gaining popularity as investors tire of the swoops and swoons of the stock market. As I pointed out in a separate column, not everyone has what it takes to be a landlord. But those who do may find rentals to be a good way to build wealth.

Once you’ve made the decision to buy rental property, your real work begins. Finding a profitable rental property usually takes time, connections and plenty of research.

Here’s what you need to know to get started:

Know your time horizon with Rental Property

As with any other investment, you should have a good idea how long you plan to own a rental property before you buy it, says Robert Cain, publisher of the Rental Property Reporter newsletter.

The longer you plan to own the property, the more you’ll probably need to invest in maintenance, repairs and improvements, Cain said.

“If you’re keeping it for 20 years, at some point you’re going to be putting a new roof on that property. You’re going to be putting in new appliances and doing some major repairs,” Cain said. If you’re only planning to own a property for five years, by contrast, you’ll probably want to avoid making any major improvements unless you’re sure you can recoup the cost with a higher sale price.

You also may face more investment risk with a shorter time horizon. Although your rental will almost certainly appreciate over 20 years, it could easily lose value in the next five, particularly if you’re buying in an overheated market. You’ll need a bigger potential annual return to make up for that risk.

For many small investors, long-term ownership makes the most sense, said Pat Callahan, an attorney, landlord and founder of the American Association of Small Property Owners. You’ll have plenty of time to ride out any swings in the market, and rental income can make a nice supplement to your day job. Find enough rental properties, and being a landlord may become your day job.

Develop a network of Property Sellers and Foreclosures

Experienced landlords find their properties in a variety of ways. Some hunt for foreclosures, making friends with city hall clerks or bank employees who know which properties are about to be sold. Some run ads in local newspapers. Others work with real estate agents who keep their eyes peeled for possible buys.

Several landlords recommended joining a local landlord or property owner’s association to make contacts. Callahan’s Web site offers links to local groups, as does the National Real Estate Investors Association.

“When you begin to own rentals, all the other investors start coming out of the woodwork,” said Sean Hoppe, a landlord in Pottsville, Pa., who owns 11 properties. “Through investor meetings, networking, etc., I can find out what is for sale.”

You also can try approaching landlords directly to see if they’re willing to sell, by calling the numbers listed on rental ads in the classifieds, by cruising neighborhoods looking for “for rent” signs or by talking to any landlords you know personally.

That’s how Bob, who asked that his last name not be used, bought his rental property near Albany, N.Y. The landlord of the three-unit building where Bob had rented for 15 years was tired of the hassles and ready to sell.

“We love (the area) and jumped at the chance to buy it,” Bob said.

So far, Bob and his wife have been pleased with their purchase. They raised rents and required security deposits, which caused the property’s less desirable tenants to leave. He also has a backup plan for the building in case he starts to feel like the prior owner.

“If being a landlord got to be too big a hassle,” Bob said, “we would just get rid of the tenants and make it our own place.”
Get your finances in shape. The better your credit, and the less credit card and other consumer debt you have, the better your prospects for getting a decent loan, Callahan said. Lenders usually require bigger down payments, higher interest rates and generally stronger finances when you’re buying rental property. That’s because they know people are more likely to default on investment property than they are on their own homes.

Landlords say it also pays to have a substantial cash reserve left over after buying a property.

This can help pay for unexpected repairs and vacancies. Although there are few rules of thumb, setting aside at least one month’s rent for each unit is a good start. CPA Paul Berning suggests having a line of credit, secured either by the property or your own home, to cover larger costs.

You also should make sure you can save enough for retirement and other goals before investing in rental real estate. While rental income can supplement your retirement kitty, most people shouldn’t count on it to replace other investments or allow themselves to be entirely exposed to the whims of the local real estate market. Rents and property values can fall as well as rise, and those who are adequately diversified with investments in stocks, bonds and cash will be better able to endure the bad times as well as the good.

Avoid overpaying

As one experienced landlord put it: “You make your profit when you buy a property, not when you sell it.” Pay too much, and you’ll never recoup as much as you could have had you driven a better bargain.The rental real estate market is generally tougher on investors who overpay than on homeowners who do the same thing, several landlords said. While a home is often an emotional purchase, which can lead to “I must have it!” offers and bidding wars, most landlords look strictly at the numbers to see if their investments will pay off. If you pay too much for a rental, you can’t count on a “greater fool” coming along later to bail you out.

Investors In Real Estate Do The Proper Marketing

Is there anyone in your town that doesn’t know that you buy houses? If so, you aren’t doing as well at marketing as you should be. I hear investors saying all the time that they aren’t getting seller calls and subsequently aren’t getting the leads they need to find deals. I say step up the marketing and the sellers will call. Not only that but if you are shouting to the world that you buy problem properties, eventually you will be known for what you do and sellers will call you strictly on your reputation. THAT is cost effective marketing.

I was in Home Depot a few weeks ago and passed a couple of guys in an aisle. As I walked by, I overheard one say, “That is the house man”. Now I had never seen either of those guys and have no idea who they are but that experience lets me know that I must be doing my job at letting the world know my business is buying houses. There are many ways to let the world know what you do. Some ways are cheap and some are more expensive. You are going to have to try many things and get a feel for what produces for you best in your area. I have tried many kinds of marketing techniques and have come back to a few that constantly produce enough results for me to buy the 2 or 3 houses I want to buy every single month. They are as follows:

Classified Ads
The classified ad in the largest paper in the area is by far the largest producer of leads I have found. I know it is expensive and I know there are times it doesn’t generate calls but if you are going to stay in the biz just put it in there and leave it. Get used to it being part of the cost of doing business. I pay about $300.00 a month for my 4 line ad and that is the commercial rate. I run it 24/7, 365 days a year.Over the past 3 years I have seen many “investor” ads come and go. Most folks put them in for a couple of weeks and then pull them or try just putting them in on the weekends. IT AIN’T GONNA WORK! Put it in the paper and leave it. It will more than pay for itself, believe me. If you are worried because there are several in there, don’t be. They are there because they are getting calls. Just be sure and actually answer your phone.When a new ad pops up in my paper, I will always call. 9 times out of 10 I get a message. This is a big turn off to someone who needs a solution now. They want to talk to someone who can qualm their anxiety and tell them everything is going to be alright. Your answering machine won’t do that. As for what to put in the ad, you will have to work on this one. I have tried several and the one I have now hasn’t changed for over 2 years. I haven’t changed it because I get calls. My ad is:CASH FOR HOUSES
In 48 Hours!
Any area, price or condition
Call xxx-xxx-xxxxNow I have had other investors jockey for position and change their ad copy to be ahead of mine in the column but it hasn’t made any difference. Don’t worry about those things, just get the ad out there and leave it. It may take a few weeks to get going but sellers will call! Once you have your classified ad running than start working on your other ideas. If you only implement one idea a week, within a couple of months you will have a tremendously powerful real estate buying machine.

Ads in the “Freebie” Papers
I also run ads in the freebie papers here. These are the “Thrifty Nickel”, or the “Green Sheet” or whatever they are called in your area. I run both a column ad and a display in this paper and spend about $150.00 a month for these. They pull in seller leads fairly well and have always justified the costs. Remember that these guys are usually open to negotiating on your rates and you can probably get a better rate if you commit to a longer contract.

Bandit Signs
Bandit signs are great. They are some of the best lead generating tools around. I have yet to put out a bunch and not be bombarded with calls right after. I just don’t put them out that often. I might put out 5 or so a month and the ones that stay continue to pull in calls. At an average cost of less than $2.00 apiece, they are one of the best values around. Check the internet for sign companies for cheaper prices. I use 18 x 24 signs and place them at high traffic intersections around town. I also place one in the front yard immediately upon buying any house.I have bought several homes in the same neighborhoods as a result of this. You can either use contractor stakes or the wire stakes with your signs. I like the contractor stakes because they don’t bend like the wire ones, in addition, they are cheaper. Just nail the sign to it with the roofing nails with the orange or green plastic tops or you can use screws. There are many variations on what your wording on the sign can say. Keep in mind that traffic will be moving so you want to keep your message short and sweet so it can be read. My signs say:I BUY HOUSES
Cash in 48 Hours!
Any area, price, condition
xxx-xxx-xxx Notice that it is the same as my newspaper ad? I like to brand my advertising because I think that helps with recognition. My signs are white with dark blue letters. Some folks swear by black on yellow or black on orange. Again, I say it’s not what or how you say it but the fact that you DO say it that counts. When dealing with bandit signs, be sure that your local code enforcement laws are tolerant of them. In my area, the City of Macon is very lax on them but a few miles down the road in Warner Robins they are super strict and will fine you in a minute.

Flyers
Flyers are another inexpensive way to get the word out that you buy houses. Just create a flyer telling people what you do and how to get in contact with you. Make copies for $.05 cents apiece and you have some really inexpensive advertising. It really is that simple. Then place these flyers on every bulletin board in your town. I also place some of them in those plastic sheet protectors so the rain won’t destroy them and put them up on telephone poles around neighborhoods I like to buy in. While not as large as the bandit signs, on poles actually IN the neighborhood they still attract calls. I carry a file with me in my truck and place them up whenever I stop at a grocery store or Wal-Mart. Some other places to put them are:

• Laundromats
• Taped to the inside of Pay phones
• On the counter of any business that will allow you
• Bulletin boards at Wal-Mart or K-Mart
• Grocery store bulletin boards
• Fax to Mortgage Brokers
• Fax to Real Estate Agents
• Take them Door to Door in target neighborhoods
• Employment Center Bulletin board
• County Courthouse Bulletin board

These are just a few examples. Any place that will allow you to put one is a good place. You can never let too many people know that you buy houses!

Promotional Items
These are some of my favorites and most fun. While they are not the top producers of leads or the least expensive, they will sure set you apart from the average investor.Pen Knives – These tiny Swiss army knives are the coolest. They are actually key chains engraved with your message, mine being: WE BUY HOUSES- All cash or take over payments within 48 hours! Xxx-xxx-xxx I guarantee if you give one of these to someone they will keep it and if they think of selling, they will think of you. They are about $1.50 apiece.Key Chains – I give these to all my buyers with the keys to their new house on them and leave them all over the place. They come in the shape of a house or #1 or whatever style you like and have your message on them. You can guess what mine says. Cost – about $. 25 cents apiece.Pens – I use these all the time. Whenever I sign a sales receipt or anything I leave my pen. I can’t tell you how many calls I have gotten off of these things and since I always need one, I always have one to give away. My attorney even has a supply on his closing table. Mine are the “click” type and have my message repeating around the barrel. I have two types printed. One for sellers says “We Buy Houses!” and one for buyers says “Everyone Qualifies”. Cost – about $.21 cents apiece.Coin Holders – These you hardly find anymore so everyone is surprised when I have them. I leave these things everywhere. Mine are bright yellow with blue letters and my message. Cost – about $.30 cents apiece.I leave all of these promotional items everywhere, on the top of gas pumps, on end-cap displays in grocery stores and in department stores. I look at it this way, if I give away 100 pens, 50 knives and 50 coin holders a month, that is only a little over $100 bucks a month. That is still cheap advertising. You can get any of these promotional advertising products at National Pen. Their website address is www.pens.com or you can call my rep “Madison” directly at 1-888-672-9810. Always ask for her specials and tell her William sent you.

Business Cards
I order business cards by the 1000’s and you should as well. They are cheap, mine are about $50.00 for 2000, and I pass them out everywhere. I leave my cards everywhere, in pay phones, on restaurant tables, my kids even have their own supply to pass out. Try to get a box a week out. The card doesn’t have to be fancy, in fact the simpler the better. My card is bright yellow with blue letters and says:WE BUY HOUSES
Foreclosure? Need Repairs? Bad Tenants? Divorce?
CASH IN 48 HOURS!
OFFERS MADE ON ALL CALLS!
XXX-XXX-XXXX

Car Magnetics
Magnetics are one of those things where you spend once and get use for a long time. Mine cost about $75.00 and are yellow with blue letters. They say:WE BUY HOUSES!
FA$T CA$H
XXX-XXX-XXXX I have gotten several deals from these signs. Remember to order a smaller set for the back of your car/truck. People have more of a chance to read the message when they are riding behind you.

Clothing
I like golf shirts and oxford dress shirts with my logo on them. There’s plenty of advertsing houses that will help you design a logo if you don’t have one or use the one you already have. There is no charge for set up and all items ordered include your embroidered logo free. They also have cool baseball caps and other stuff there as well. They have specials for new customers at great prices.
I pass my hats out to everyone I know who wears one and have given away many shirts as well. They really look nice and present a nice image for your business.

Other Advertising Tools
There are many other forms of advertising, some I have tried in the past such as billboards, door hangers, yellow pages, television and radio advertising. I even have a traveling billboard, an old SUV painted bright yellow with blue WE BUY HOUSES! and my phone number that I drive around and park overnight at different places. It gets the calls! Get the marketing going and let the world know who to call when they have a house to sell. If that phone isn’t ringing, you aren’t making money!