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Posts Tagged Sales

Is Your Listing Presentation Missing Something?

By Rebecca Chandler

In today’s market, competition for listings is fierce and seller expectations are high. How are you sure your listing presentation stands out and win over sellers?

We surveyed over 2,500 consumers to determine –

  • The most important service sellers expect from their agent
  • Where sellers look for information prior to listing their home
  • The actions sellers most often take prior to listing their home

Learning these can help you create a listing presentation that will give you the edge over your competition.

Key Takeaway #1 – Marketing is the most important service they expect from their agent – over selling skills, over transaction guidance, over negotiations. They want marketing.

What does this mean for your listing presentation? Your marketing plan has to be front and center – and more aggressive than the competition. Any agent who walks in has the ability and likelihood to post the seller’s home on dozens of websites. That’s no differentiation. That’s a basic expectation. A true marketing plan actively seeks out those with the ability and likelihood to purchase the home and makes that seller’s home the most attractive and then creates a response through a strong call to action. Attention. Interest. Desire. Action.

Key Takeaway #2 – 69% of sellers pick up local real estate magazines.

There are those who would have you believe that because everyone surfs the web that no one looks at any other medium. It’s simply not true. We do not eliminate information sources from our lives. We add them. And, when you are considering selling the most valuable asset you own, you use every information source available to you – certainly one that interrupts your day as you eat, work, shop and play and is full of homes in your market for sale. That just makes sense.

And, because sellers look at local real estate magazines, they expect to see their homes in them. Our survey indicated that 76% of sellers want to see their home advertised in a local real estate magazine. Therefore, the agent who comes into the listing presentation promising to advertise the seller’s home in print will most likely, win over the agent who does not. As a matter of fact, according to our survey, over half of those
who did not pick up magazines still expected to see their homes advertised in them.

Key Takeaway #3 – Sellers used multiple media to research their home selling decision, so they expect to see their home advertised in multiple media.

Local magazines, enhanced exposure on national websites, and mobile websites and apps were all cited by 50% or more as the marketing tools they expect from their agent. In your listing presentation, do you have these boxes checked? Do you have more than just these boxes checked to push your listing presentation over the top? Add a geographically and demographically targeted direct mail campaign, and your listing presentation should win every time.

Some agents think that because the market is moving fast and listings are selling quickly, that they don’t need a marketing plan. Keep these things in mind.

  • Advertising and marketing activities generate leads.
  • Buyer leads for your current listing and others.
  • Seller leads for future listings.
  • Your marketing campaign for the home is as much for you and your business as for your client’s home.
  • Any investment you make should also generate more business for you.
  • It’s a WIN-WIN.

Want more information on incorporating multiple media into your marketing program? Your local Real Estate Book representative can help you easily and affordably gain local print, web, mobile, direct mail, and social media marketing tools for your listings and your business from a single source. Or go to http://mediakit.realestatebook.com/ for more information.

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Marco! Polo! And Location Based Search

In this 4 part series, we’ll discuss in depth the most effective and efficient marketing strategies to reach and engage local buyers and sellers.  To build your brand locally, to get more clients, and to close more sales.  Practical tips that you can implement yourself.  Now.

Marco!  Polo!  Marco!  Polo! And thus began location based search. . . .

Real estate has always been a location-based business.  Therefore, mobile marketing tools make perfect sense when it comes to reaching a consumer at the exact time and place when they are serious or even curious about buying or selling a home. Here are some tips for executing a successful mobile strategy.

Make sure your website displays properly on a smartphone and tablet.  If it does not, adjust your strategy.  Either make your site “responsive” to the device on which it’s being viewed – OR – drive mobile traffic to your profile on another responsive site.  For example, advertisers of The Real Estate Book get a mobile optimized profile and the ability to create a free basic mobile website or an reasonably priced enhanced mobile site.

Use offline tools to drive traffic to your mobile site.  For example, a text or a QR code placed on a yard sign, brochure, a postcard, or an ad will stimulate traffic to your mobile site.  In 2012, advertising pages in The Real Estate Book generated over 300,000 text leads for advertisers.  In 2013, ads are expected to generate over 500,000.  It’s clear that having a call to action placed locally drives response.

SMS text codes placed locally generate more local leads.  Think about your website and those who surf homes online.  You do not know their identity until they decide to register or request more information.  Consumers who have to text a code to see a property are giving you their phone numbers to text them back.   You know who they are right away.

If they text you, respond with a text.   The consumer has chosen their preferred method of communication.  Respect it.  If, after a few texts back and forth, things would be easier explained with a phone call, then call them.  It’s not that you should not call them.  You should just not call them first.  It can be seen as intrusive or pushy.  Instead, text and say, “Did you find the information you needed?  Would you like to know more?”

Mobile leads are leads, not sales.  Recently a local representative told me that not every text lead was converting to business for him.  Let’s set the expectation correctly.  It’s a lead, not a guaranteed sale – or even a conversation.  You still have to work to convert the lead into a conversation, a meeting, some showings, and, hopefully, a sale.  Not every lead you receive from any source always results in a sale.   Also consider that the prospect may be working with another agent and may have that agent set up the showing with you once they’ve determined their interest.  It may end up being a sale, but you might not be aware of the source of the interest.

Use your mobile marketing strategy in YOUR LISTING PRESENTATION.  In survey after survey, home sellers say that the most important service their agent can offer them is marketing their home to potential buyers.  Make sure they know that you are ahead of the curve when it comes to current marketing trends.  It will increase your credibility, your competitive edge, and your listings.

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Local Reach. Local Leads.

by Rebecca Chandler

In this 4 part series, we’ll discuss in depth the most effective and efficient marketing strategies to reach and engage local buyers and sellers.  To build your brand locally, to get more clients, and to close more sales.  Practical tips that you can implement yourself.  Now.

Part 1 “Never attempt to teach a pig to sing.  It wastes your time and annoys the pig”

– Robert Heinlein

My brother is a very talented musician.  I’ve seen him play three different instruments in three different bands in one night.  In contrast, I took piano lessons, I played the trumpet in the high school band and I learned to play the guitar – a little.  I don’t have the natural talent that my brother has – nor the desire to become a full-time professional musician.  And even though I love to listen to music and to my brother play, that’s his gig, not mine –and that’s cool.

I recently participated in a panel discussion on local SEO.  A number of the panelists are professional, well-respected bloggers in the real estate space.  Very smart people with very good advice for those who blog.  But, one person in the audience asked a question that was akin to calling out the Emperor’s backside.  “What if I don’t blog?”

This gentleman, a successful real estate professional, knows his market and the industry very well, is a masterful negotiator, provides excellent service to clients and is a smart businessman.  However, he realizes he is no more a blogger –than I am a drummer.

So, what can he do and what should he do instead?

Let’s think about this a little differently.  For starters – It’s not just your website.  In the past, we defined our digital experiences as websites.  That you access on your computer.  At your home or office. That is just not the case any longer.  Digital is now on your laptop, your phone, your tablet, your TV – and the future will include many more touch points – so it’s time to think differently about how your digital story in general.

And, instead of thinking solely about local web traffic, let’s make the goal local leads and sales.

So, ask yourself these questions.

Specifically, with whom do I want to business locally?

Is it a specific niche or geographic area?  First time home buyers?  Luxury?  A certain area of town in which you are an expert?  A lifestyle like golfer communities or waterfront homes?

Where do these people live, work, shop, and play?  Where do they physically hang out?

Rather than trying to reach them digitally, how about reaching out to them physically?  (Pull your mind out of the gutter.)

As they go about their day, do they see you?  Are you searching for them or waiting for them to search for you?  Go stalk your prospective client.


Look for –

Social activities or networking opportunities

Events you can sponsor

Advertising they see regularly


Personify your brand and your digital identity at all these opportunities.

For example –

Promote a local social activity or even with a flyer, email, or other advertisement. Include your name and your website.

Sponsor local events – and offer something of value to attendees.  For example, for a local festival, you could create a handy card with a schedule of events and venues on one side.   On the back, include your name and web address – and some recent stats about home sales in the area with a call to action to contact you, the local expert, to learn if it’s time to buy or sell.

Run local offline advertising.  It’s not as expensive as you think and one closed deal will more than cover your entire annual investment.  You can target direct mail geographically and demographically – easily and inexpensively.  Get right into their home.  Run a local print ad.   Over 70% of local sellers pick up printed real estate magazines looking for homes like theirs.*  When they find them, do they find you?

In other words, don’t spend all your time and efforts trying to get them to interact with you digitally  when you could be interacting with them personally. After all, wouldn’t you rather they spoke to you in person than visit your site?

And, don’t try to become a blogger (or a drummer) if that’s not your gig.  Defining, locating, and engaging your audience offline is absolutely essential to building business – and you can do that without blogging.

Next week– Part 2 – Social media – for business.

*2013 Survey of Home Sellers – NewPoint Media Group

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