You know that old saying, “You only have once chance to make a first impression”? It could not be truer in the real estate market. With competition in the marketplace being fierce, it’s critical that you make a lasting first impression on prospects.
During a listing presentation, you convey your local market expertise, but you must ensure prospective clients value your opinion above all others. Leaving behind an incredible, comprehensive report can be the difference between getting the listing and losing it to a competitor.
To create an impressive report, here are a few key elements that should be included:
Current and Accurate Information
Clients are not concerned with what the market did a year or two ago, unless it is in comparison to today. They want to know what the market looks like currently, and even where it appears to be headed. The same can be says for school and flood zones; people want to see the boundaries of today, not twelve months ago. And most importantly, this data needs to be accurate. All too often agents unknowingly create reports with incorrect information.
Everyone likes pictures. Whether of a lush backyard, a remodeled kitchen, or even an old needing a facelift, people like to see how their property compares in pictures, not just in the number of bedrooms, square footage or lot size. A photo can leave an imprint in the mind and illicit emotions; photos can be key to a decision.
We all know that data can be overwhelming. Percentage of the average list price vs. sales price? This can be too much for some clients to comprehend; yet it paints a picture that is important for them to understand. As with pictures giving a clear representation of the property, charts and graphs can do that with data. Sometimes it just takes a line graph showing an increase for clients to grasp otherwise challenging data.
Your Marketing Plan for Their Home
The number one thing sellers want from an agent is to market their home.* Anyone and everyone will put the home in the MLS and on free listing sites, but showing how you will advertise the home above and beyond that should be part of your listing presentation. A local real estate magazine, a mobile site, a yard sign with a text code, brochures, and mailings – Include these things in your listing presentation and you will win more sellers.
*2014 National Association of REALTORS® 2014 Profile of Home Buyers and Seller
Your Own Personal Branding
Ultimately, an effective report is branded to both the agent and the broker. Clients should never have to guess who provided them with such a remarkable report. From an agent photo, to contact information, to a broker logo, proper branding can make the difference between a phone call and the recycle bin.
Now that we know the key elements for an effective report, let’s look at the best way to create one that is inclusive of all the elements. Agents have many options for creating reports: the MLS, a CMA program, Leads Activity Results (LAR), and many more. The key is finding a source that contains each of the elements above. The MLS is a great source for current and accurate listing information, comps and photos. A specialized CMA program gives agents the ability to easily adjust the comps, list price and information like seller’s proceeds. The Leads Activities and Results Dashboard, when advertising with The Real Estate Book, allows REALTORS® to view, track, measure and update the status of generated leads.
Regardless of the platform you choose to create your report, by including providing current, accurate and easy-to-understand data along with pictures and your branding, you more likely to secure your next listing.
Want to learn more about marketing your brand? Go to Store.RealEstateBook.com to contact your local Real Estate Book representative.