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Listing Presentations: Leaving a Lasting Impression

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You know that old saying, “You only have one 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.

Photos

Everyone likes pictures. Whether of a lush backyard or a remodeled kitchen, people like to see how their property compares in pictures, not just in the number of bedrooms, square footage or lot size.

Easy-to-understand Data

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.

Reprinted with permission from RISMedia. ©2015. All rights reserved.

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Spock says “Stretch Your Marketing Investment.” (or something like that)

By Rebecca Chandler

"Live long and prosper."

“Live long and prosper.”

Ok, I’m a Star Trek geek.  A quote from the emotionally void, but logical Spock recently came to mind, “The needs of the many outweigh the needs of the few, or the one.” Why?  I was having a conversation with a colleague who noted that agents in his area would spend freely on marketing tools for a single listing, but would skimp on marketing themselves, all their listings, and their entire business.

I’m not suggesting that agents should not spend to market their listings. After all, this is, and should be, a basic seller expectation when they sign a listing agreement with a real estate professional. What I am saying is, are your marketing efforts supporting your entire business – and not just a single listing?

Food for thought —

The little things add up. At $200 here and $49 there, what are you really spending on marketing tools? And, are those really paying off? I’ve worked with agents in the past who never really added up all the little things they did. It’s the $25 here and the $99 there of which they lose track, and those small amounts add up to a larger amount – with little to no return on what turns out to be a larger investment than they realized. It’s worth taking a minute and counting up all the little things. A lot of a little can . . . well, add up to a lot.

Make ALL your marketing efforts work for ALL of your business. Of course, it’s wise to invest in marketing tools for a single listing, and it’s also wise to make sure those investments serve the rest of your business well. For example, professional photography pleases your seller, shows the listing in the best light, helps to drive traffic to the home and increases the likelihood of a higher sales price. But, good photography also shows that you are a professional with a commitment to your clients. Everywhere those photos appear are a reflection on you. What is your impression of an agent who uses good photography versus one who uses really bad photography? As a seller, which would you prefer? As a buyer, which home would you like to see?

The same holds true for your brochures, mailings, website, email campaigns, etc. Consistent and professional design showcases you, your brand and all your listings. Unprofessional or inconsistent marketing actually works against you – by indicating to potential clients that you are as well.

How much is your time worth? I belong to a couple of Facebook group of agents who discuss how to invest their money in their businesses. Every day, there is a new service or tool available. Some seem to be valuable and some . . . not so much. However, the quantity of options available makes me wonder how much time an agent should spend? Many of the options may be great, but how much time and effort does an individual agent have to invest in integrating all of these tools into a consistent and professional marketing campaign for their listings – and their business as a whole? Wouldn’t your time be better spent following up on leads and working with real clients and prospects versus managing a complex vendor network? Is all this really necessary?

Admittedly, I may be biased because I work for a company that provides multiple tools from a single source for a single price – serviced by local professionals, who do nothing but put together effective and professional marketing campaigns for real estate agents and brokers, but the point remains the same. Wouldn’t you rather write fewer checks for a multi-media campaign that provides most of what you need to market your listings AND your business overall?

Think it over. If you haven’t looked into The Real Estate Book multi-media packages lately, you should call up your local rep for a tour. What many think of as just that little magazine around town with the real estate ads in them – is not just a page of print advertising any more. Packages now include interactive features such as text lead generation and GPS enabled yard signs. Personal desktop, mobile, and tablet websites with IDX feeds available and personal vanity text codes for a mobile business card come are part of the bundle. And, the check is much smaller than you might expect and you get your own professional real estate marketing consultant.

I believe Mr. Spock would find this approach most logical.

“Dammit, Jim, I’m a doctor, not a real estate marketing professional!”

“Dammit, Jim, I’m a doctor, not a real estate marketing professional!”

 

Watch this video to learn more about The Real Estate Book marketing packages.

Visit this site to find your local Real Estate Book representative.

Read more here –

Mobile marketing

Personal branding

Tracking your marketing investments

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Build Your Real Estate Brand. Build Your Real Estate Business.

By Rebecca Chandler

This is the first in a series of conversations around practical tips to building your personal brand locally.

Let’s say that you were buying or selling your most highly valued personal possession and wanted to hire someone to help you. Would you just put your name in a hat and hire whomever pulled it out randomly? Certainly not. Then, why would you think a home buyer or seller would?  Real estate is way too valuable to base a home purchase or home sale on a random selection of a real estate agent.

Several home search websites do just that. They require that the consumer register in exchange for information, so they can pass along the name to a real estate agent who has paid them for the lead. This method may generate leads, but rarely wins new clients. Why? Consumers today choose with whom they want to do business, not the other way around.

The process is frustrating for the consumer. They want the information, but would probably rather choose their real estate professional themselves. Home sellers and buyers want someone knowledgeable about not just real estate, and not just real estate in their town, but real estate in their local neighborhood. And, they know that to find that perfect agent, registering on a listing aggregation site just won’t do it. And, the agents who work these leads may be wasting time, money, and energy following up with prospects who are not open to being contacted at all.

So, what to do instead?

Create a marketing campaign for you and your brand that builds not only top-of-mind awareness among local consumers, but that also makes them want to contact you and makes them open to you contacting them. How?

Think about how big brands drive demand. They create an expectation of what it is like to do business with them, to walk into their store, shop on their website, or call them for assistance. They tell the consumer what to expect. No surprises. Before you ever walked in to a Target®, McDonald’s, or Macy’s, you had an idea of what the experience would be like.

Those with strong personal brands do this very well. Think about Oprah, Jimmy Buffet, Rachael Ray, or Barbara Corcoran. If you were to meet them on the street, you already have an expectation of what that experience would be like – and most likely, it’s a positive one. They place a high priority on their personal brands – and it shows.

Shouldn’t that be part of your marketing program for your brand? Placing your listings on a listing aggregate site (while a good thing to do), doesn’t sufficiently build your brand with local buyers and sellers. Instead, look for ways to let your prospective customers know why they should be calling you to help them through the transaction for the most highly valued possession they own.

Looking for guidance? Contact your local Real Estate Book representative. Go to Store.RealEstateBook.com to find your local representative.

This is the first in a series of conversations around practical tips to building your personal brand locally. Next week: Top tips for building local traffic to YOUR website.

For more on building your brand, read this post and download “Your Personal Brand Workbook.”

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