|
In the "old" days, a good flip chart or presentation book did the job and demonstrated to any captive home seller the reasons why a particular agent or company was the perfect choice to professionally market their home. Things have changed. The consumer
has a new sophistication level. Newly equipped with a broader understanding of
the choices that are available via the WWW, the homeowner can be more selective.
Plainly, service is no longer a sure "key" to any relationship or
account. Service now is a fractional part of a new host of requirements that are
necessary to "win" the order. Today’s consumer is looking for
a new service level, in addition to a number of other components that drive the
bid to win customer care. Today’s consumer wants convenience combined any
number of additional services. They are being "trained" by the
Internet to expect value added services, creating a new criteria just to get the
business! Since the Internet allows for information on a 24 hour basis, the
consumer now drives the purchase of products or services at their own time and
pace, and eventually their own price. The information available through the Internet helps them make a decision for purchase or selection with a clearer understanding of the choices offered. With a little work, comparative values are more easily analyzed. These consumer demands move at a
newer 21st century timing as well. The consumer of today wants it all, services,
information and less stress and great pricing whenever and wherever possible. This new palette of demands
changes how we demonstrate our products and services. Do you remember when
"Technicolor" was new and exciting? Laser and DVD have raised the
expectations of the average consumer to the point that advertising, graphics and
presentations are required to be full graphic productions. What does this all mean to the Real Estate Agent trying to win buyer and sellers? It’s taking more to dazzle the 21st Century Seller. National statistics tell us the average buyer is 34.7 years old and savvy with a computer. The time has come to learn the newest ways to present our services in a fresh crisp, updated way that incorporates our traditional marketing and interfaces with the newest technology and Internet communications. Get the "Digital"
Edge: In the past, we have employed
flip charts and personal display books to educate the Seller. Sophisticated
graphs and glossies have demonstrated our strong market share, ancillary
services, and other services designed to impress the homeowner. It’s time to step in to 21st
Century selling and begin incorporating the tools that can help you win and not
just compete in the listing and selling marketplace. It will take a few tools,
however, but all of them worth far beyond their investment. Step #1 - Get a good laptop
computer. The virtual office is the name of
the game, and the agent of today needs to have all the tools and information
with them in all buyer and seller situations. A laptop computer offers
flexibility and the ability to have your "office" wherever you are,
including contact management, and presentation software. Step#2 Use presentation
software for listing interviews. For a good digital presentation,
Power Point works well , and has been the easiest to customize for each client
and customer. Other choices include Top Presenter, Top Producer, etc. A well-planned digital presentation will incorporate the same
information you have been offering previously, but featured with a digital
images, clip art and text on a screen. Step #3 Take screen "captures" of your website. Make copies of your company
website and other web sites that you will profiling in your presentation . This
alleviates getting "on-line" at the appointment and risking poor
connectivity, personal phone lines, etc. It is less time consuming and not
distracting to present. Step #4 – Personalize the presentation. Include in your listing
presentation an interesting personalized opening page featuring the name and
address of your client with a digital photo of their home. The second screen could be used
to set up the interview with the information you will be outlining during the
presentation. Define your objectives you will address in your presentation with
a power point or digital presentation helping you make your points visually. Step #5 – Build an Internet Marketing Strategy It’s important to include a new
electronic marketing plan along with your standard marketing. Write out the
steps for a customized Internet Marketing strategy that will inform the property
owner all that will occur when using the World Wide Web and E-mail to market,
along with regular print and other media marketing systems. Your marketing strategy can
include: 1. Websites the property will be featured on 2. Use the screens to feature those services your Company offers, including the number of agents, market share, ancillary services, etc. 3. Demonstrate several screens to feature your own website, your important links, where your listings are linked to your site (like REALTOR.com) and any relocation and affiliate links that you have agreements with 4. Communication and reporting services: Include the type of Agent Productivity Software reports the Seller can expect. Examples are Top Producer Marketing Summary reports, Agent2000 reports, etc. 5. Site Tracking – If your website is designed to incorporate web site activity with a tracking system, show how you use your site activity information to define your marketing plans. This information will help you define what pages get the most sessions and how you can streamline and tailor you marketing efforts to correspond with the most exposure. Information like this helps you assure the Seller that you are in command of what advertising investments work for you, as you have the history to prove it. This also helps eliminate the Seller "demanding" where the property be advertised and when. 6. Web Tools: Be sure to feature your "web tools" as a lead generator in your presentation, as is the case when using AutoResponders to give 24 hour information on your "hot property of the week". This is a great place to demonstrate to the Seller how the automatic information report on their property communicated through E-mail offers immediate response to the request. In addition, as the agent, you can now follow up a "warm lead" with value added services for more information or hard copy collateral. This new technology offers round the clock exposure and can be accessed at anytime by anyone. This "commercial" on their home can be written right at the listing table as a means of "closing" the Seller for the listing commitment. 7. Explain how mail lists give you an opportunity to contact interested parties at any time with new and changing information about your listings, and what your current buyer’s are looking for. 8. Virtual Tours are another great item to display in your presentation, offering the Seller a "hands-on" visual of what an "On-line" visual tour of their home will look like as used on other properties in your own inventory or office inventory. The virtual tour is the "pre-sell" of a property for an interested buyer as they can "stroll" through the property on line in the comfort of their own home prior to actually making the appointment to see the home. Explain how your "E-Gallery" can be used to give additional "live" information to prospects and other agents and as a great listing tool when a stack of tour discs are available to browsing prospects who see the home and might need a "refresher" later. Be Flexible There will be those homeowners
that won’t be interested in the newest fangled technology to sell homes,
although as the Internet continues to grow, this will be a vanishing consumer.
Consider using both a printed listing presentation and a digital print out to
engage the many types of Sellers you will be interviewing for. There is still plenty of confusion as the industry shifts to a standardized model. Help the homeowner understand the process and become their information center for questions and concerns. Systems are the magic word for 21st Century selling…be one of the first to adapt to this great new presentation format to get you the listing and to show off both your electronic and regular marketing strategy. |
