As we all know, one of the biggest challenges we’ve been faced with in the recent real estate market is the supply of listings. They are at a premium. So how does your company be the brokerage of choice when it comes to competing for listings that are out there? The good news is that by stepping up your game and in some cases, rethinking techniques both tried and new, you really can improve your ability to compete and win these clients. By delivering a stellar experience before and during your listing appointment, including an equally powerful listing presentation, you can give yourself a tremendous competitive edge. Here are some key ingredients of both.
Provide a Listing Experience.
We use the term “experience” here with great deliberation. The days of throwing a quick CMA together based on a few publicly available local sales is not going to cut it. In 2019, if you really want to stand out to buyers and sellers, you’re going to have to do more than that. The client experience with you starts the moment you first contact them to the day you complete the transaction (and beyond!) and every moment in between. Use all the tools and technology at your disposal to show them you are energetic, up-to-date and on top of the details. Don’t let your agents be tempted to discount commission. Instead, agents should use the entire listing experience as an opportunity to showcase their value by explaining how their skill set and resources will deliver the most desirable results. The entire client experience must show that you are professional, tech savvy, and someone they can trust to navigate the process.
Trust. Getting to know the client and their needs should be built in to the listing process, in addition to creating the presentation itself. Taking the time, demonstrating that you have listened, truly understand the home’s unique attributes and that you will do what you say you will do, will go a long way toward reassuring the Client that they will be in good hands.
Be Detailed. Be Consistent. And Show Exactly What You Will Do.
The listing presentation itself can speak volumes. A powerful template used consistently by your agents is the first step to ensure all clients receive a consistent experience from your brokerage. It should be customized to the sellers to make them feel special. The other benefits to having a set template is that it will give off the impression that much time was spent putting it together, adding to the consumer experience. The plan should walk the seller through all the steps of the process and clearly outline all the agent will do to sell the home. This helps paint a picture for the seller and puts their mind at ease that the agent has it together, is organized and has a very clear plan to get the job done. An agent simply giving a presentation that’s “All About Me” is not going to make the seller feel that the agent has their best interests in mind.
Make the Impression Last, Even After You’ve Gone
One of the common reasons that a listing is lost is that potential clients are left with too many unanswered questions after the agent leaves. One of the best ways of solving that problem is to give a comprehensive, professionally branded listing presentation, but make sure you leave behind something that summarizes all you discussed for them to review and digest.
Branding: A beautifully branded booklet that unifies your brokerage mission statement, your company values, and what makes you unique will showcase how committed you are. You can bet that sellers will see your listing presentation as an example of how you would represent them should they hire you.
Marketing Strategy: It can be easy for sellers to become confused between the offerings of various agents vying for their business. If the listing presentation clearly explains the marketing strategy that you plan to use for their property and the unique capabilities of your brokerage, it will be easy for them to understand what your team brings to the table.
Systems & Tools: Buyers and sellers are more educated than ever and they will favor agents that have proven systems and high-tech tools on their side. Outlining the technology resources that you implement to deliver the best possible results will show them that they are not just hiring an agent, but rather a large extended infrastructure of people, processes, and technology that brings diverse expertise and action to the problem of selling their home.
Weichert franchisees and agents have experienced first-hand how a listing presentation that incorporates each of these elements can elevate the overall listing appointment experience and significantly improve their success rates. Through our DOORS listing presentation and associated processes, Weichert agents clearly communicate their value, expertise, available resources and detailed, multi-channel approach to their marketing.
Give Yourself An Edge
As an independent broker, it can be hard to stand out from the pack. That’s why you need to make the most out of every listing lead you get. That’s also why a partner like Weichert can be so valuable to you. One of the investments we make on behalf of our affiliates is a great Listing Presentation and providing a system of listing a property that includes all the things discussed above. With our tools and an agent’s attention to the customer, it’s a winning combination for your brokerage again and again to help you win the listings game in your market.
For more information about this and all the tools and systems available to Weichert affiliates, visit weichertfranchise.com or contact the team at Weichert Franchising today at 877-567-3350.