Five Things Your Listing Presentation is Missing

Transcription

1 Five Things Your Listing Presentation is Missing In today's market, competition for listings is fierce and seller expectations are high. In this webinar, we'll show you ways to make your listing presentation stand out and win over sellers. We surveyed over 2,000 consumers and will share the insights including -- #1 thing 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.

2 Does this sound familiar? Homes in my market are selling quickly. Listing inventory is low. Competition for listings is high. I need to get more listing presentations so I can get a larger share of listings.

3 We ll spend our time discussing What sellers want, Where they look, And what resonates with them. How to reach out to more of them and get more listing appointments. How to make your listing presentation stand out to win more listings.

4 EVERY Agent Should Offer (the basics) Local market stats & trends Advice on how to best prepare the property for sale Stats and trends on similar properties Information about the services they or their company offer To prepare a CMA to properly price the home To prepare the seller for the process

5 Many make their presentations all about.... Their Awards Their Designations Their Affiliations Their Company Their Website In other words, It s all about THEM.

6 What Do Sellers Really Care About? Selling their home quickly and for the best price

7 Key Takeaway #1 MARKETING IS THE #1 REASON SELLERS HIRE AN AGENT 52% THEY VALUE MARKETING OF SELLERS SAY MARKETING IS THE MOST IMPORTANT SERVICE THEY EXPECT FROM THEIR AGENT 52% Market my home 19% Selling Skills 17% Oversee Transaction 12% Negotiate 2013 Survey of Home Sellers NewPoint Media Group

8 EVERY Agent Should (the marketing basics) Put the home on the MLS FREE Put the home on Zillow FREE Put a sign in the yard Put the home on Trulia FREE Put the home on REALTOR.com FREE Hold an open house

9 There s no shortage of web exposure for properties for sale

10 But that s not really marketing the home That s just making it available to view if someone happens to search for it and happens to find it. And every agent in town can do that....

11 Key Takeaway #2 SELLERS RESEARCH MULTIPLE SOURCES SELLERS USE MULTIPLE SOURCES WHEN RESEARCHING THEIR DECISION TO SELL 54% 43% What resources have you used in researching your decision to sell? MLS Website Independent Website 28% 28% Agent Website Brand Website 25% Magazine Mobile 13%

12 Key Takeaway #3 HOME SELLERS PICK UP MAGAZINES 69% OF SELLERS PICK UP LOCAL REAL ESTATE MAGAZINES THEY VALUE LOCAL PRINT ADVERTIING

13 Key Takeaway #4 SELLERS EXPECT MORE MARKETING SELLERS EXPECT MORE MEDIA TOOLS THAN JUST THE INTERNET 63% 63% 50% Which of the following marketing tools would you expect your agent to use to sell your home? 40% 38% Local magazine National Website Mobile Website Newspaper Video 11% Other

14 Key Takeaway #5 HOME SELLERS WANT TO SEE THEIR HOMES IN PRINT If you knew your agent could affordably advertiser your home in a locally distributed real estate magazine, would you expect them to do that? 76% THEY VALUE PRINT ADVERTIING OF SELLERS WANT TO SEE THEIR HOME ADVERTISED IN LOCAL REAL ESTATE MAGAZINES

15 Key Takeaway #6 THEY USE PRINT AND ONLINE IN THE SAME WAYS Homes for Sale Like Mine Snapshot of the Market

16 Another interesting note... : 53% of those who say they do not pick up local real estate magazines still expected to see their homes advertised in them if affordable.

17 What Do Top Agents Do? Market the Home

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19 To stand out, your listing presentation should include 1. An advertising campaign that reaches out to those with the ability and likelihood to purchase the property with a clear call to action. 2. The latest interactive tools that incorporate today s mobile enabled home shopper 3. A plan to reach local and out of market buyers. 4. The ability for the seller to take an active role in marketing their home. 5. Measure and report activity and result.

20 Keep this in mind.... Advertising and marketing activities generate leads. Buyer leads for this home 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.

21 1. Now THIS is an Advertising Campaign for the Seller s Home! Targeted Direct Mail Corporate Relocation Advertising Campaign for Your Home Interactive Local Print Ads Targeted Local Distribution Visual Tours Interactive Yard Sign Text & QR Codes Your Home s Mobile Website Out of Market Distribution Interactive Brochures & Flyers

22 Targeted Direct Mail is Much MORE effective and much LESS expensive than you might think. And not only markets the home to potential buyers, but positions you as a successful agent to potential sellers. You stand out. Targeted Direct Mail

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25 Interactive Local Magazine Advertising

26 In 2012, The Real Estate Book pages generated over 300,000 text leads. In 2013, on par to generate over 500,000 text leads

27 Do all your listings have one of these in front of them?

28 Reaching local and out of market buyers.... Are your listings drowning in a sea of online data...? There s no shortage of web exposure for properties for sale

29 Leveraging your referral base and sphere of influence only gets you so far... In 2013, NAR estimates that the average buyer stays in their home for 7 10 years....

30 What other plan do you have to reach local and out of market buyers? 2012 NAR Survey of home buyers and sellers indicates that most buyers move within 12 miles of their previous residence. The Real Estate Book distributes thousands of magazines in hundreds of locations distributed every 4 weeks. Average pickup rate is over 90%. Where do your prospective buyers and sellers live, work, shop and play? Out of market distribution includes online and 800 number book requests In 2012, 269,289 Leads And an active corporate relocation program with over 4,700 active companies in the database.

31 Create the ability for sellers to take an active role in marketing their home. Send a professional photographer or take photos with a professional camera. Allow them to help you stage. Provide business cards with the property, the text code and a QR code leading to more information for them to hand out to friends and family. Send them links to their home through your social media so they can share. Share virtual tours from YouTube with them to promote to friends, family, co workers. Make them an arm of your marketing campaign for their home and they campaign for YOU.

32 Show Them How You Will Measure and Report activity (Sellers who are informed are calmer) Create a reporting example that shows how you will Provide copies of all brochures, flyers, ads, mailings. Send any traffic data you have from your site or any others. Provide mobile lead reporting. Follow up on every lead, showing and open house and report back on the status. Make sure they are aware of any new listings, sales, or price reductions of properties with which they are competing. Be honest, tactful and polite with feedback. They NEED to know the lime green carpet is a turn off or that the home down the street has a larger yard, an updated kitchen and is $10,000 less. Don t make them call you. You call them regularly.

33 At the Listing Presentation ABC s (Always BE Closing!) The Competitive Advantages YOU can say to prospective sellers: List with me and I can feature your home on the cover of a locally distributed magazine. List with me and your home will have its own mobile marketing campaign including a text code, a QR code and a single property mobile website. List with me and I will be mailing postcards to a demographically, and geographically targeted group of buyers. List with me and your home will have a visual tour on YouTube.

34 To stand out, your listing presentation should include 1. An advertising campaign that reaches out to those with the ability and likelihood to purchase the property with a clear call to action. 2. The latest interactive tools that incorporate today s mobile enabled home shopper 3. A plan to reach local and out of market buyers. 4. The ability for the seller to take an active role in marketing their home. 5. Measure and report activity and result.

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