When it comes to getting the listing there is so much more involved than just sitting and conducting the listing presentation. Your mental state for one, arriving early, research beforehand, pre listing packages etc. The list can go on and on.. Today I want to share with you 7 Ways to Guarantee you the best shot at securing that listing. Going beyond the presentation.
1). Make sure you are talking to the decision makers.
Often we agree to host a listing presentation only to find out that the significant other, the brother in the Trust and some other party with interest in the listing is not present. This may sound like a no brainer, but your would be surprised at how many times I hear agents telling stories about their new listing they have coming up. When I ask what’s holding it back they tell me the wife needed to discuss everything with her husband. Not having all decision makers in on the presentation puts you at a sever disadvantage. No one can share your enthusiasm and your skill set when it comes to all the things you will do to sell the property than you! What most likely happens is the other decision maker ends up disagreeing with the terms, process and or ideas being shared by the one who was in the presentation. You see the problem here right? ALWAYS MAKE SURE ALL DECISION MAKERS ARE PRESENT.
2). Sell The Power of the Brand.
RE/MAX is a network of over 110,000 agents worldwide. Offices are located all over the world in over 100 countries and a RE/MAx office can be found in virtually every city in America. Why is this so important? In California alone, nearly 40% of all real estate transacted is done so with buyers and sellers moving in and or away from the community you are trying to sell in. Think of it like this. Mr. Mrs. Smith in order to reach 100% of the buyer you will need global exposure. A company that reaches all ends of the earth. If you are okay with 60% of the buyers and just your local agents knowing the home is for sale then by all means this won’t matter. That’s crazy! Buyers come from all over the world. Foreign investment is at an all time high! Remember Zillow is no available outside the United States. Nobody Sells More Real estate Than RE/MAX
3). Having a Specific Marketing Plan.
Sure you have a marketing plan right? But do you have a specific marketing plan for this home? One that represents the specifics it will take to sell this home? In this neighborhood, at this price, for this long using these tools? The more specific you can be the more this will increase the likelihood you’ll get the listing. Shwoing them some three year old marketing plan you outlined in your “Custom” listing presentation will not do anything excepet convince them they should look elsewhere. Think of all that has changed in the market in the last year alone, let alone three years. Always update and make your marketing plan specific to the home you are trying to list! Here is a link to my 19 point marketing plan to get you started.
4). Be On Time
This sounds silly… Right? How many times have you been late to a listing presentation? Did you get the listing? Most likely not! Being on time is 15 minutes early waiting around the corner to arrive 5 minutes early. This is their first impression and being on time says a lot about who they are hiring. No one wants to hire someone who can show up on time. Plan ahead. Plan for obstacle and or things that can make you late. Better to be very early waiting than to be late. The side effect of being late is stress and with stress comes your inability to perform at your best.
5). Be In The Right State Of Mind
Plan out your presentation. How it will flow, the questions you will ask, what questions they will ask. Rehearse your presentation. Do it in front of a mirror, your spouse, friend or mom for that matter. Just get it down in your head. Be specific and make sure you are covering everything. Then allow 1 hour before to just think about the presentation and how it will go, clear your mind and be prepared. Don’t allow other people, drivers, and or calls to distract you thought process. What do you think happens when a car suddenly cuts you off while driving to your listing appointment? You get all upset and yell crazy things, and now your mind is all focused on the the incident and how you feel rather than the presentation you are on your way to do. This hijacks the process and when you arrive you are not ready, you’re trying to shake it off, but your mind has lost touch with the calm collected you. Be calm, don’t allow others to hijack your mind. The right state of mind can make all the difference in the world.
6). Reverse Prospecting
This is the secret formula, the magic sauce. This one marketing tip has won me hundreds if not, thousands of listings. I call this Reverse Prospecting. It’s the single most important piece to your listing presentation and will almost guarantee you the listing if presented right. When talking about how you are going to sell their home. Make sure you cover how important this one thing is. See as REALTORS in California we see through the MLS a few facts. Fact one, at any given time 30% to 40% of the buyers are what we call “Move Up Buyers” (Explain to them what a move up buyer is), Fact two, move up buyers are always looking for home 20% to 30% higher than the home they are currently selling. Now here’s the secret sauce. These buyers can all be found on your MLS. Take the expected listing price of the home you’re trying to list and subtract 20% to 30% from the price and then go in the MLS and print out all the matching listings. here is your target buyer list. She the sellers this list and let them know you will send out a flyer of their property each time one of these homes goes pending. The flyer will feature their home and have this verbiage on it. “Congratulations on getting your current home sold. Perhaps you are interested in moving up? Please take a moment and consider this home for sale as one you might be interested in. It’s available and if you are interested please have your agent contact me. Hand them the flyer and watch. they always say “Wow, that’s pretty cool. This is your unique selling proposition. The one thing you and or your team do that gets homes sold. Let them know you have sold more homes with this process than any other way and that you are surprised that other agents don’t do this. (This always get’s them to hire you)
7). Follow up
If by chance you don’t get the listing and they ask for more time. I am assuming you have worked every objection and as a final result you allow them this extra time to decide. The first thing you do is follow up. Immediately. Once in your car, send them a quick email from your phone thanking them for their time again and confirm your next follow up. Then continue to send them any and all changes in the market. New listings, price reductions, solds, rate increases or drops, and send them tips on preparing their homes for sale. Do this at least every other day. Staying in touch insures they choose you and not some friend of a friend that will do it all for less. Speaking os less, that’s a topic for a whole other series of how to get the listing.
I hope this helps you secure your next listing. Please feel free to comment and leave your ideas for ways we can all get better.
The face of real estate advertising has changed drastically over the past few decades. The marketing mix now tilts digital, and real estate professionals must be ever-vigilant about coming up with relevant, innovative ways to reach potential clients.
Millennials – those individuals born between 1982 and 2004 – make up a large portion of the home buying population and their share is growing each year. These young adults represented 32% of the market as of 2015. At the same time, the median age of real estate agents is 57. The disconnect that is created by this age gap has caused a challenge for real estate professionals who are attempting to strengthen their target marketing to Millennials. Expanding your advertising campaign to Instagram can bridge that gap and significantly increase your business’s exposure to this increasingly important demographic.
This social media community was launched in 2010, and in the short span of its existence has garnered over 400 million users worldwide. The premise is simple – users can follow each other, and by doing so they can see photos and videos posted by those in their feed. If a user posts publicly rather than privately, you can see their content regardless of whether you’re a follower.
How can you, as a real estate professional – whether broker, agent, stager, or loan officer – leverage the power of this popular platform to get exposure for your business? Instagram recently made this infinitely easier. It used to be that advertising had to be purchased through personal interaction with an Instagram representative. This meant that only companies with enormous budgets could afford to market there. Fortunately, with Facebook’s acquisition of Instagram advertisers have many more options.
SIMPLE, ACCESSIBLE, TARGETED MARKETING
In November 2015 Instagram launched a public API (application program interface), which allows users to customize their experience – including purchasing ads. Now you can get your company name out there in front of a targeted audience through the use of hashtags and location-specific marketing.
Instagram offers the option of photo ads, video ads, and carousel ads (posts that allow users to flip through multiple photos). You can embed links to your website and enable users to download your mobile app. This option opens up a whole new world of possibilities – you can post your current listings (high quality collages have proven successful for a number of real estate firms), share your company’s story through visual moments (creating a personal connection with potential clients), and encourage users to click through to the valuable content on your website.
Does it work? Ask Poshmark, the online portal for buying and selling gently used women’s fashions – they’ve seen an 85% increase in their campaign objective. Canadian firm Bench Accounting has experienced 12.5% increased click-through rates through their use of Instagram advertising. Even brands that are already prominent are seeing the benefits of reaching Millennials through Instagram – Philadelphia cream cheese alone has seen a 41% rise in sales. That’s a significant result no matter what business you’re in.
Zillow Group recently announced the launch of two new products for its Premier Agents, Premier Agent® Direct and Seller Boost. Premier Agent Direct uses Zillow Group’s Precision Targeting to connect real estate agents and teams to their advertising audience on Facebook; Seller Boost generates listing leads:
Premier Agent Direct – Premier Agent Direct combines the power of a real estate network with social media, allowing users to expand the targeted audience they advertise to through a simple, easy platform using Zillow Group’s Precision Targeting. This technology identifies home shoppers using Zillow or Trulia and connects with them on Facebook. Agents can feature a specific listing or automatically highlight new listings or recently sold homes.
Premier Agent Direct helps agents more efficiently work their farm area and either extend or eliminate the need for a direct mail campaign by using Precision Targeting to connect with local home shoppers and sellers on a medium they are using every day. Premier Agent Direct is available on mobile and desktop.
Seller Boost – Seller Boost leverages Zillow and Trulia’s audience of potential home sellers to generate listing leads for Premier Agents. The new Seller Boost ads will appear on the home details pages of homes that are not-for-sale and the owner dashboard. Both of these products seamlessly integrate into the Premier Agent App. Seller Boost will be available to a limited group of Premier Agents before the end of the year.
“We have worked incredibly hard this year to create new opportunities for agents to connect with buyers and sellers so they can scale their businesses with greater ease. The new products are the results of those efforts,” says Greg Schwartz, Zillow Group chief business officer. “Through this new publishing platform, we have created a way to significantly increase the agent’s reach to consumers who are in a transaction mindset. With Precision Targeting, we know these people are using Zillow and Trulia, and now there’s a new opportunity to connect with them on Facebook. Coupled with the launch of Seller Boost, these products will help agents connect more effectively and easily with interested buyers and sellers through our growing platform.”
For more information, please visit www.zillow.com.
When you grow up, you tend to get told that the world is the way it is. And your life is just to live your life inside the world — try not to bash into the walls too much, try to have a nice family life, have fun, save a little money.
That’s a very limited life.
Life can be much broader once you discover one simple fact, and that is: everything around you that you call life was made up by people that were no smarter than you. And you can change it, you can influence it, you can build your own things that other people can use.
Once you learn that, you’ll never be the same again.
You may be busy preparing your home, family or even wardrobe for fall, but don’t forget that you should be preparing your business, as well. As the market slows down during the fall and winter months, it may be more difficult to generate new listings. Because of this, now is an opportune time to look for FSBO and expired listings to work with.
Statistics show that nearly 92 percent of sellers who try to market a home on their own fail and many expired listings eventually go back on the market, which presents a lot of opportunity for you to find new listings. It’s up to you to show the value you offer in a selling situation. Here are three steps to help you prepare to meet with this kind of seller.
Plan Your Approach
When a listing expires, it’s often because the property wasn’t marketed or priced properly. This is an optimal opportunity to show sellers how you’re different (and better) than their previous agent. Create a marketing plan and present it to the seller, showing them how you would market their home. Include points about establishing a strong web presence, your use of social media, sample advertising ideas, etc. Your marketing plan should show how you can connect with potential buyers and create opportunities to sell.
Similarly, the No. 1 reason someone chooses the FSBO route rather than hiring an agent is because they don’t want to pay commission fees. However, these sellers rarely understand the time and effort agents put into a transaction. Sure, those FSBOs may be saying they don’t want an agent now, but that mindset may change once they start to see how much work it takes to sell their home. Just like sellers with expired listings, approach FSBOs with a marketing plan that shows how much work you’ll put into selling their home.
Develop a Script
Before making contact with the seller of a FSBO or expired listing, prepare exactly what you’re going to say. Remember, rather than focusing on the logical reasons these people want to sell their properties, try to find the emotional reasons, and use that information to turn them into a client.
For example, if you’re working with an expired listing, plan to ask the sellers about their previous experience. If they worked with an agent, ask questions about what that person did to try to sell their home: did they take high quality photos of the interior and exterior, use social media to promote the listing, advertise appropriately and recommend staging options? If it’s a FSBO property, ask the sellers why they didn’t work with an agent the first time: was it a financial issue, did that have a bad experience previously or are there any other factors influencing their decision?
Contact the Sellers
When you’re prepared, it’s time to contact your prospective clients and let them know you’re here to help. Start by sending the sellers an email highlighting your qualifications. For FSBO properties, explain how you can take away the stress of home-selling, sell their home more quickly, and likely get a better price than they could on their own.
When you’re able to speak with these sellers in person or over the phone, put your script into play. Build trust and discover why they’re looking to sell, then go for what Chris Smith, author of The Conversion Code, calls the “trial close” with a “here’s what happens next” question to keep the process moving forward. For example, you could ask “Does Wednesday or Thursday afternoon at 3:00 p.m. work better for my photographer to come by and start taking pictures for marketing materials?” This will help the seller understand what you are going to be doing for them and make them feel more secure in the final steps of the process to list their home.
If sellers aren’t prepared for the trial close or insist that they want to work alone, wish them the best and give them some advice that could help. As time goes on, if they aren’t able to sell, they’re likely to remember you as someone who offered encouragement and call you for help.
Don't think of prospecting for leads as just another routine task. Instead, think of prospecting as a gateway to endless income possibilities and an essential part of growing a thriving real estate business.
To truly benefit from prospecting you must be willing to put yourself out there and try new things. If you're ready to make more money and prospect for leads in a whole new way, here are 117 lead generating activities you should try
1 Open houses
2 Floor duty
3 Door knocking
4 Pop by’s (individual & business)
5 Direct mail
8 Phone calls
9 Face-to-face meetings &
10 Hand written notes
12 Expireds & Withdrawns
13 Client Appreciation Party
15 Networking Events
16 Coach your kid’s soccer team, etc.
17 Annual updates (CMA’s)
18 Circle prospecting (5x5’s)
19 Meetings w/Human Resource Directors
20 Relocation opportunities/tours
21 Print advertising (newspaper or magazines) 22
Social media—pulling & pushing info
24 Hand out business cards
25 Email drip campaigns
26 8x8 campaigns
27 REO/HUD/bank listings
28 Attend the public trustee sale
29 Send notes to homes “for rent” as possible
30 Trade shows/homes shows
31 Host an informational seminar/talk
32 Network with affiliate providers
(CPA’s, attorneys, insurance agent)
33 Put your nametag on or logowear and
go somewhere where there are people to talk to!34
Preview properties (know the
inventory) — leave your business card
for the Seller
35 Work short sales and pre-foreclosure properties
36 Enroll in a class or a new hobby to meet people
37 Join a book club
38 Target renters (non-owner occupied)
39 Mail home anniversary cards
40 Send letters to out of town rental owners to
check up on their property (take photos) & do a
41 Write an informational article for the newspaper
43 Bus benches, grocery carts, and billboards (can
44 Create and hand out a personal brochure
45 Radio campaigns—see if you can be a guest on a
46 Attend a “meet-up” (meetup.com)
47 Give your vendors your business cards
to hand out (hair dresser, nail salon)
48 Learn a new part of this business
(commercial, vacant land, new construction) —
look for referral opportunities with other agents in
attendance & share business leads
50 Interview people you want to meet to broaden
your sphere of influence
51 Go to charity events and meet new people
52 Mail sports cards/calendars
53 Do a drawing to capture names
54 Create and maintain your website profile;
create a customized website
55 Capture and follow up with internet leads
(follow-up is the key!)
56 Host a networking group yourself (lunch for
57 Maintain your mailing list — always look for
who you can legitimately add to your list!
58 Farm a neighborhood
59 Work out of state referrals
60 Take care of your current clients—ask them
61 MySite (automated search program through
MLS) for everyone!
62 Schedule a public speaking opportunity at a
63 Adopt a school—take them treats and pop
64 Prospect in laundromats—usually tenants are
“hanging out” there!
65 Wedding announcements — are they
interested in buying a home?
66 Baby announcements—do they need more
67 Work with attorneys to prospect for divorce
and estate transactions
68 Send holiday cards (not just the “usual” ones
— do “odd” ones)
69 Get a wrap or magnetic sign for your car
70 Create videos — use to highlight the area or
yourself (link to internet)
71 Host a “house warming” party for your client
after closing — get their friends’ names for your
81 Give your business card to your waitress when
you eat out (tip well)
83 Work with people who are retiring or
downsizing (investment advisor or assisted living
84 Pay for the person behind you at the drive
through—give them your card
85 Sponsor something and ask if you can attend
or have a table at the event!
86 Visit with marriage counselors— perhaps they
have clients who can’t reconcile and need to sell?
87 Make a float and participate in the 4th of July
or Christmas parade
88 Host an educational/information session (i.e.
redecorating tips,landscaping ideas, etc.)—”show
& tell” for your clients
89 Walk a neighborhood and put up door hangers
90 Send out a time change postcard
91 Send a Just Listed postcard to a move up
neighborhood (if you don’t have a listing, “borrow
92 Facebook ads
93 Target a niche — condo buyers, horse
property, veterans, 1st time home buyers, etc.
94 Hand out notepads or other “schwag” at a
large open air event like the Arts
Picnic or Farmer’s Market
95 Ask for referrals!
96 Gather testimonials & send to your clients
97 Ask a “busy” agent if you can put your rider on
one of their signs or advertising some of their
98 Buyer “needs” — send postcard to the area
asking for listings
99 Call out-of-area listing agents and see if they
would like some showing help for a referral fee
100 Send “Just Solds” postcard (multiple homes)
to an area to solicit listings
101 Get names from the Chamber and send an erelocation
102 Work garage sales (they’re cleaning up, do
they want to move?)
103 Purchase tickets to an event & offer to your
104 Host a tour of homes (multiple open houses)
105 Teach a class on buying rental property with
a property management company
106 Target kiddie-condo investors @ UNC/
107 Call capture programs (800 numbers)
108 Craigslist leads
109 Talk to car dealers—people qualifying to buy
a car may also qualify to buy a home!
110 Contact HOA management companies for
111 Visit with new construction representatives—
sometimes they don’t want to take listings
112 Courts could be a place to prospect—
evictions, probate, divorce, tax liens, and code
113 Partner with a local business and send a
coupon to your sphere of influence
114 Put up information on bulletin boards at
coffee shops or grocery stores
115 Talk to your newspaper or postal carriers
about vacant homes
116 Work in a coffee shop and put up a tent card
that you’ll buy customers a cup of coffee!
117 Meet other Realtors at classes or conventions
and ask for their referrals
Without a doubt your buyer clients will have a question or two about the home buying process. Be their hero by providing them with a branded Home Buying Road Map. This handy infographic does a great job explaining the basics of the home buying process. The best thing about this document, it can be branded for you when you add your contact information and photo. Our new partner Breakthrough Broker has designed this amazing infographic and As always the PDF of this design is available at no charge!
There are two versions of this document. One uses the term “Under Contract”and the other uses “In Escrow” depending on your location. Scroll down to create the one you would like.
To customize your own click on the following link: http://www.breakthroughbroker.com/id/remaxgold
Once you create your account scroll to bottom of the page and look to the left for this item titled: The Home Buying Road Map, select the link and follow the instructions on customizing this document for yourself.
Look like a pro next time you meet with a home buyer and give them this informative document.
Have you noticed a drop in your Facebook engagement?
Wondering how you can better engage with your fans?
Making small changes to what and how you post can help your Facebook updates generate clicks, likes, and comments. In this article, you’ll discover 11 tips for boosting Facebook engagement.
#1: Pose a Question
One of the simplest and most effective ways to kickstart a dialogue with your Facebook fans is to ask them a question. Basically, you’re inviting a response. If fans can relate to the question and you find a way to leverage people’s interests or needs, they’ll find it hard not to answer.
Here are some questions to ask:
- Specific: What’s your favorite…?
- Tips: How do you…?
- Experiences: What’s your favorite moment from experience/memory…?
- Edgy: Do you think…? (controversial question)
- Direct: Why do you…?
- Events: Who is going/Who attended…?
- Timely: Today is…, so what are you…?
#2: Share Relevant Images
A picture can say a lot more than a text post. A visually striking image can bring the rapid thumb-scroller to a halt. Images have proven time and again to improve engagement, especially when they tell a story or connect with the audience on a personal or emotional level.
According to BuzzSumo, Facebook posts with images see more than double the engagement of basic text posts.
#3: Crowdsource Feedback
People love giving feedback. When you ask for input the right way, your audience will jump on board and be quick to respond. The added benefit is you can uncover opportunities to improve your business and delight your customers.
Imagine the potential boost to customer loyalty (and future engagement) if you make changes to your business based on the input you receive? Give this tactic a try. It’s a much more personal approach than surveys and you can respond to people directly to address their feedback.
#4: Include a Call to Action
The standing rule for any kind of marketing is that if you want your audience to do something, you have to tell them to do it. Use a call to action in every post, whether it’s to prompt a comment, share, opt in, like, RSVP, or any other action.
Always tell your audience what you want them to do to encourage engagement.
#5: Boost Your Best Posts
If you have a Open House or a New Listing, post it to your Facebook page and boost that post. You don’t need to throw hundreds of dollars at it; give it a modest boost of $25 – $50 and target the people in the city you do business in and who like your page and their friends.
You won’t necessarily see thousands of shares, but a boosted post can help get your best content in front of your target audience and spark some engagement. The more people engage, the greater the organic reach to their networks. This tactic can be especially effective with Open Houses and sharing the results with the owners. Often this method is far less expensive than advertising in the newspaper.
#6: Share Industry News and Hot Topics
Even your most loyal fans are interested in more than just your business. Sharing big news from your industry will show your fans that you’re not focused solely on promoting your business; you want to keep them informed about current topics. They’ll appreciate and respond to that.
Curate industry news from a trusted source and ask your fans what they think. Ask people to contribute their thoughts and share the post. I often share resources from other marketing sources in order to ensure our agents have every opportunity to thrive! Sharing news, articles of interest from other trusted sources to your sphere makes you more credible and likable!
#7: Adjust Your Post Frequency
If your Facebook engagement is slipping, it might have something to do with your post frequency. Posting too little (say a few times a week) won’t help you establish relevance with Facebook’s algorithm and you’ll be fighting for space in your audience’s feed.
On the other hand, posting too often can hurt you, too. Facebook tries to show users the most interesting and relevant content from everyone they follow. If you’re posting a half-dozen times each day over a short period, expect a lot of your content to be missed.
To find a sweet spot, try posting a few times each day at the times your fans are most likely to engage. Check out Facebook Insights for specific audience data you can use to target your fans.
#8: Give People a Giggle
We all love a good laugh in our news feed. Lighten the mood for your fans and show them that you have some personality. Don’t overthink it; just do something to give your fans a chuckle. Keep their interests in mind and make sure the humor is relevant to your audience.
obviously make sure no one knows the people or who’s home you are giggling over. We work in one of the best industries for finding things to laugh at. A great source for Bad MLS Photos etc is this awesome Facebook Group “Really Bad MLS Photos” https://www.facebook.com/groups/146553387152 Join the group and prepare for a laugh.
#9: Respond to Everyone
If you receive comments from your fans but fail to respond or acknowledge them, they’ll notice and stop engaging with you. It only takes a few minutes throughout the day to monitor your social activity and make a few quick or witty responses to fans who comment.
Consistent responses make fans feel valued and they’ll be more likely to engage with future posts from your page.
#10: Make an Emotional Connection
If you want to elicit a big response from your fans, publish a post that appeals to your audience on an emotional level. Share content and tell stories that pull at people’s interests, emotions, fears, and even their dislikes. Brand loyalty doesn’t come from a product; it comes from a customer’s joy at experiencing a shared sentiment or finding a solution that works.
#11: Provide Value
Anytime you share or post content to your Facebook page, ask yourself what kind of value you’re providing to your fans. The best way to get their attention is to make sure there’s a takeaway or something in it for them. At the very least, give them a good chuckle. At best,teach people how to do something, inspire them to take action, and add value to their life.
This exhaustive list of ideas should help you fill your calendar with a good mix of content types that are likely to promote engagement among your Facebook followers. Keep your Facebook posts short for maximum effect. The ideal character count is about 50 or fewer.
Also keep in mind that if you want engagement, you need to post and respond to your fans every day. While Front Porch Report is an awesome tool to automate the lifestyle articles for your social network. Go for the human connection and provide value, and you’ll see your engagement rise.
Was this helpful? If so, I would love to hear from you. Please leave a comment below.
Keep your buyer clients organized while shopping for properties by using The RE/MAX Gold House Hunting Checklist.
This helpful checklist makes it easy for your clients to keep track and make notes about their thoughts on potential homes. With questions regarding both the home and neighborhood, The House Hunting Checklist is a great way to note why the property will or won’t work.
We recommend printing a few copies before the house hunting trip takes place. Prior to visiting a property, write the address and MLS information down for your clients. Once you arrive, share The House Hunting Checklist with your buyers and tell them to have fun! Don’t forget a clip board and a pen!