Listing Marketing Ideas

By | Agents, Listing Agents, Listing Presentation, Listings, New Agents | No Comments

Recently, listing blog posts have been getting a lot of traction, as have any podcasts I have heard or been a part of that related to listings.  To supplement the fantastic dialogue about “getting listings,” and, to give examples of listing marketing (Chapters 19, 20, and 21 in The Real Estate Sales Secret), here are seven examples of listing marketing you can use, and subsequently show during your listing presentations:

1. Drone photography – If the listing has interesting features and/or land not evident in still photos, hire drone photography for about $250 (email me about the laws regarding hiring drone service).

2. Outbound electronic mail to top agents – Gather the emails of top local agents and send them electronic advertising for your listings.  This both markets your listing, and, develops a social network for you.

3. Local television – This week, I reached out to a local news magazine (t.v. show) that has a weekly spot on cool real estate.  They decided to shoot a listing of mine, for free, because they needed content.  A one-time ad on this same show for real estate was about $10,000.  Sellers LOVE this type of advertising.

4. Local print media – Again, are local newspapers or magazines looking for content?  Find a reason one, or some, of your listings are interesting, and, pitch a story.  I would bet if you send out five inquiries, you will get one “yes,” to write a short story about a home of yours. 

5. Blogs – Reach out to prominent bloggers and ask if they (not you) want to do a piece on one of your homes.

6. Floorplans – I don’t think it will be too long until floorpans are included with all listings.  Get a simple floorpan made of your listings, and sellers AND buyers will be impressed with the amount of useful information you are giving customers.

7. Champions – Develop an email list of people you know will promote your listings.  Then, send them a first glance at your listings, the second you put them on the market, so they feel privileged and excited to share your listings first.

These are just a start!  I guarantee the other agents in your office aren’t using all of these.  Use them as a competitive advantage: Blog on Competitive Advantages.

HAVE FUN!

What is a Competitive Advantage?

By | Agents, Listing Agents, Listing Presentation, Listings, marketing, New Agents, Uncategorized | No Comments

Recently, I noticed a small dead hummingbird laying on a warm concrete paver outside the window of the building I live in.

Raised by a mother who prefers soil to diamonds, I felt pulled to walk outside, pick up the soft little bird, and nestle his innocent green body in a bush as a proper burial.

Have you ever picked up a hummingbird?  I hope you don’t have to.  If you do, you will be amazed at how light it is.  It’s hard to imagine a hummingbird weighs more than a paperclip (although technically it may).  How did this tiny little creature make it through six billion years of life on this planet?

The same way every single organism, and human, has:  distinct competitive advantage (and a little help from whatever higher power you acknowledge!).

Hummingbirds are meaningless in size.  As a result, they require relatively little heavy calorie consumption and are so fast that scientists still struggle to discern exactly how they flap their wings so quickly.  Can you imagine an eagle, the grandest of physical avian creatures, threatening a hummingbird?  Or a lion?  What about a snake?

None of these can come close to impeding the life of a hummingbird, though, ironically, it might be considered the feeblest of avian creatures.

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A competitive advantage is easily defined.  For any salesperson it answers the question: “Why should your customer choose YOU specifically?”

Let’s be honest — there are a lot of good, skilled, worthy, and moral real estate salespeople.  Having said that, you deserve your piece of pie, your sip of nectar if you were a hummingbird.  You deserve your best life too.

So, why should your customer choose YOU specifically?

What have you done to educate your customers about your competitive advantage?

Karri Flatla (http://karriflatla.com/playbook) sent me a piece of marketing material that, if she used it in my market, would probably get her a call before me (this is just to say it really shows a high level of professionalism).  In all honesty, I can’t specifically recite what she had in there, but, if I were a consumer I would remember holding this example of marketing skill and professionalism.

Competitive advantage in this case = unique, high quality marketing, the likes of which, I had not seen.

We all have, or can develop, competitive advantages.

The eagle?  VISION, STRENGTH, SPEED

The hummingbird?  EFFICIENCY, NIMBLENESS

Mario Jannatpour?  One of his is HONESTY (http://mariojann.com/podcast-2/)

Karri?  One of hers is high quality MARKETING.

All work.  So, it’s not important what yours are, but, that you have them.

(We talked about this in the podcast http://mariojann.com/2015/07/get-more-listings/)

 

 

 

Five Reasons to Give an Electronic Listing Presentation

By | Listing Agents, Listing Presentation | No Comments

Going on a listing presentation with Dustin Keeth, still a great friend of mine, was a career changing event for me.

Apparently, my book didn’t have the same affect (LOL)!

While he sent me this photo as a joke today, his presentation is definitely not… a joke.

About 7 years ago, I had been delivering listing presentations in people’s homes, without success.  Then, I saw Dustin give his presentation on a laptop computer at a time when electronic media was not ubiquitous.  I left the presentation thinking, “Wow!  I wouldn’t use ME if I saw that!”

The power of seeing his price and listing presentation on a monitor, as opposed to in paper form, was game changing.  I have never since given a paper market analysis to anyone; it has been all electronic.

Essentially, most of Section II in The Real Estate Sales Secret can be attributed to Dustin’s sharing with me.  Here is why you need to present electronically:

1.  Duh.  Everything is electronic now.  If you present paper, postcards, and a binder of sorts to someone, and your peer gives them an electronic presentation with images, video, and proof, in an open interview environment, it’s very difficult to win.  This would be like trying to play pro soccer in bare feet: the game has changed.

2.  Seeing is believing.  If you give them paper, the customer can easily create doubts in their mind that you can’t refute with paper you haven’t prepared.  When they have doubts about what you are showing them on a monitor or T.V., you can easily access proof of your statement online.

3.  Electronic marketing is electronic.  It doesn’t physically exist, so if you show them paper, you are showing them a photo of a ghost.  I don’t believe in ghosts I don’t see (none), neither does your customer.  Show them what you are actually doing, in the form you are doing it.

4.  It demonstrates that you have a handle on technology.  Let’s face it, most of us worry that we don’t understand the internet, or portions of it.  Your customer is rightly concerned that you know how to use the internet to market their home (this is a significant portion of what they are paying you for).   If you show them what you are going to do, it’s hard for them to doubt you, even if they don’t understand the process of listing a home for the whole world to see.

5.  You can readily show examples of small mistakes that cost people big money.  A listing marked in the wrong area, with the wrong number of bedrooms, or with the wrong zoning.  If we don’t list our properties correctly, we limit their exposure and our ability to sell them for the best price!  You can stand out if you can demonstrate the efficiency, professionalism, and accuracy of your listings as compared to others (don’t compare to people, but listings).

Most offices, if they don’t already, will buy you a presentation setup.  I have asked once and gotten in twice!  Best of luck!