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.