A great listing presentation will help you convert appraisals into listings.
On the first Thursday of every month, Emily and I host an agents’ meetup. It started out as a space to discuss digital marketing but last month that shifted to something far more grounded in agency practice.
Tonight, that something was listing presentations.
At the start of tonight’s meetup I made it clear that passengers weren’t welcome. I wanted everyone to share their secret sauce and in the process pick up some great sales and marketing tips.
Matt Jones from Granger Clark kicked things off with a full run through of his presentation. Central to Matt’s presentation is an A4 sheet that contains a grid of pictures that serve as a visual story board. It takes the prospective seller on a journey from selecting a marketing plan, to presenting the home and accepting an offer. Most of the story board items are accompanied by printed examples of the marketing Matt undertakes.
Next up was Dave Palermo from Professionals Victoria Park. Dave uses an iPad Keynote presentation to convey his message. It’s a slick presentation complete with smooth transition effects and videos. He segues to other programmes, such as MyDesktop, to demonstrate the buyers he has on the database that could suit the property. Dave’s a good storyteller and is uses examples of both good and bad property photography to explain his point.
Matthew Jones (Yes, that’s not a typo, there were two Matt Joneses present.) from Mair & Co. was next. His presentation used a bound A4 presentation that contained sales evidence, his recommendations and the various solutions he had to offer. Mat believes that agents should talk less about themselves and their marketing solutions and more about the customer’s needs.
Belinda Dufall from Harcourts Realty Plus has listed 20 properties in her first 9 months using the Set Date Sale method. She recently sold a property for $60,000 higher than the highest market appraisal by marketing the property without a price and allowing the market to decide the value.
The group also discussed overcoming objections around fee levels, what to do when your competing against someone with an established relationship with the seller and how to maximise the impact of having multiple buyers.
I came away from the meeting inspired to tell more stories in my marketing and looking forward to next month.
The next meetup will be on Thursday, April 3. To register, send me an email.
