Thursday, September 21, 2017

Mastering the Merchandising Review

By Julie Escobar

Using visuals when giving presentations helps you effectively Merchandising Reviewcommunicate with your client or customers.  They lend an extra layer of authority to the conversation, appeal to the both the “listener” in the room and the “visual” person in the room (and if there are a husband and wife or more than one person who is a decision maker – there’s usually one of each!), and it help you and your ‘audience’ to stay ON TRACK.

Working with Expireds is almost always a great listing-generating activity. Granted, some are disillusioned, some worried and some flat out angry that they didn’t get the results they wanted the first time around.  But most of the time – they’re still motivated to sell.  One of the first things you have to do is to help them figure out the “WHY” for their dilemma.  Was it price?  (Many times!)  Was it condition?  (You can sell anything for the right PRICE.)  Was it the terms?

Whatever it was – the key to keeping that from happening again is to make sure your sellers are just as vested as you are in creating a successful end result – the sale of their home, preferably sooner rather than later.

Enter the Merchandising Review.  This handy dandy little form is great for walking sellers through the potential pitfalls that can happen if you don’t follow a success track when listing a property.  It helps put some of the “monkey” if you will on their backs – not just that of the sales agent.  And truly – it should be – right?

The Merchandising Review is a great way to sit across from the seller and say, “Listen, selling a home in today’s market is challenging at times, there’s no doubt.  But I like a good challenge and when you have the right tools, the right price, the right plan and the right agent – we can get you to your goal of getting this home sold.  Let’s do this – let’s walk through what I call a Merchandising Review and take a look at some of the top reasons that a home will sell (or won’t) in our market – OK?  That way we can make whatever adjustments we need to get you and your family to the next chapter of your life.  Sound good?  Here, I brought two copies – let’s go through it…”

It’s easy to use and easy (and free) to get!  Click here to go to our Resource Page – scroll about half way down the page until you see “Merchandising Review” – then just click download!  Easy, breezy!  Then if you really start wanting to drive up your production and attract Expireds in your market – use our ‘7-Series for Expireds’ – the messages are perfect for entering the conversation that’s already going on in the minds of these disappointed sellers. (While you are there, download the 6 Pitfalls of Overpricing free report – it’s a must-have for today’s listing presentation!)

At least twice a week, pull the Expireds in your market and send them a series of 3-5 postcards, mailing one every 5-7 days. Use the alternative back on the postcard to write a little more – and share that you have a very special tool that can help them first, determine what went wrong in the sale of their home and two, ensure that it doesn’t happen again and invite them to call you for a copy of their own.

It’s a great way in the door for these potential sellers.  Go for it!

Need help choosing the cards that are right for you?  Simply call our marketing specialists at 866-405-3638 today.  They’re smart, knowledgeable, friendly and just the folks you need on your side to ensure that your marketing is TIMELY and DONE!   Good luck and go get those Expireds!

Strategic Marketing Ideas for Strong Agents

by Julie Escobar

As competition grows more fierce, you may find yourself like many agents asking, “What’s my next move?” Savvy sales professionals are negotiating the turn by investing in smart systems and tools that will help them compete long-term in today’s real estate arena. Who will take the lead in both listing and selling homes as we navigate this constantly shifting market? Those who stay strategically focused on one-to-one marketing, negotiating effectively up front, and committing to consistent business development through monthly prospecting.

1. Set Your Standards High: In any market, taking listings that just won’t sell is far worse than having no listings at all. While you may be tempted to take at any price, terms or commission to secure the listing, this is a recipe for failure. Consider instead, raising your standards using a strong, effective tool which spotlights the homeowner’s commitment to getting the home sold in the quickest possible time, with the best price and terms. We call it our Merchandising Review and there are three very successful ways to implement this valuable tool.

First: Make the right mutual decisions at the listing appointment. In all likelihood, throughout your MerchandisingReviewTHUMB
presentation your sellers will have an objection or two regarding terms such as price, commission, etc. Our suggestion is to agreeably shelve objection handling until AFTER you have obtained the signatures for the listing. Then close your appointment by going over the Merchandising Review to make certain everything is in order.

Sample dialogue: “I want to thank you for listing your home with me. Please know that I will do everything in my power to get it sold. To help me do just that, let me take a few minutes to go over our Merchandising Review. I use this the same way pilots use a pre-flight checklist. This list of 18 different seller-controlled factors actually will help generate a quicker sale for the best possible price and terms. What I need from you is a commitment to check off at least eight of these items. Let’s review.” Then simply walk them through the list and negotiate where necessary. If you struggle to get listings priced right or are looking for additional tools to help you handle objections you might hear, you may wish to consider reading 21 Ways to Get Your Listings Priced Right the First Time. 

2.  Get non-selling inventory back on track. Go through your inventory and red flag problem listings. Walk PricePyramidTHUMBthrough the problems using the Merchandising Review and the Five Most Common Mistakes tools. Contact your sellers by phone or visit in person to help them understand those review items that are hindering the sale of their home.

Sample Dialogue: “Mr. and Mrs. Seller, we’ve had your property on the market for ____ days now and we are not getting the results that either of us had hoped for. We have a new tool called the Merchandising Review that helps us identify problem areas, and I’d like to sit down with you to discuss those issues. I believe if we walk through these items we can get your listing back on track and help exact a faster sale for your home. Would tomorrow at 6:00pm be good or would 8:30pm be better?”

3. Data mine for the niche that’s right for you.  By targeting niche markets that are near and dear to your own interests, you’ll be better able to “speak their language” and let your passion for that market segment build the momentum you are looking for.  For example, do you love listing and selling waterfront properties?  Is boating the way you unwind?  Now, it’s easy to find and market to like-minded people and work not only with your sphere — but consumer interest groups that most resonate with you.  That way you are growing your book of business with the kind of folks you are most interested in working with. (And that just makes work, and life, a whole lot more interesting, don’t you think?)

It’s never been easier to do.  

Use Option 2 on our Mailing List page to search for the customer segments you most want to market to:

mailing

  1. Choose High Income Consumers for luxury or investment property.investor
  2. Choose the Lifestyle Interest option for a treasure trove of niche markets such as golfers (golf community property), Tennis enthusiasts (high end home with tennis courts, or communities with tennis centers), Boat owners (waterfront properties), etc.
  3. Look to High Income Renters for high quality first time home ownership options and communities that are high in amenities, low in upkeep.  lifestyle
  4. Choose baby boomers and elderly if working with seniors is your passion.  Very often this will lead to developing powerful, referral relationships with the seniors and their children.
  5.  Choose move up market for those who have been in their homes over nine years and statistically are a good candidate for a move.  Help them list their current home and find their new dream property!
  6. Empty-nesters are a great segment to market for downsizing move upopportunities.  With the right marketing twist, you could end up listing their current home, and helping them purchase their new home.

These market segments are just the tip of the iceberg.  Find the niche that most works for you.  Watch all three videos regarding the mailing options  that are available to help agents find the perfect customers.  From radial searches, to demographic searches to all new Nielsen Prizm Code data, the possibilities are endless.

Whatever strategy you deploy this season, make sure your message is clear and marketing consistent. Call, see or send something to everyone in your base of business at least every 30 days and you will find that your productivity, profitability, referrals and commissions will be on track all year round.

Need help?  Call our marketing team today at 866.405.3638 to put the best systems in place to build your business easily, and cost-effectively. 

 

Real estate is a not just a “numbers game” as some would have you believe. It’s a people thing. It’s a relationship thing. It’s a stay in touch and let people know that you are there for them and that you care about them. Their families. Their real estate needs. Their financial best interests.

When you do — magic happens.

#realestatemarketing #takecareofthemtheywilltakeofyou

We’re here if you need us. Call our marketing team at 866.405.3638 today.

Don’t miss out! Remember to jump into our big contest this week! 

CLICK HERE TO LEARN HOW YOU CAN WIN $10,000.

We had a little fun last week creating a video to share with you just why you should jump into the $10K Realtor Contest! Our Director of Operations Jim Studebaker and Executive Assistant Megan Carver have a message for all of you who have not yet entered.

It’s a great time to be in real estate, and we are so appreciative to be the resource that agents can count on for marketing materials that work. That’s the reason we started this contest. We truly want to give back and make the business of marketing a lot more fun — and effective.

Now, jump in to win! CLICK HERE TO LEARN HOW YOU CAN WIN $10,000.

Need help? We’ve got you covered. Reach out to our team at 866.405.3638 today! 

Show up. Again and again. With your best self. Your best skills. Your best brand. 

When you do – greatness happens.

Remember the 3-7-27 Rule of Branding. 

  • It takes 3 touches for someone to remember your name.
  • 7 touches for them to put your name with your business.
  • 27 for your name and business to become a brand.

How many VIPs in your Sphere of Influence can you reach out to today to get closer to your goals?

#realestatemarketing #notimelikethepresent #3727law

We’re here if you need us. Call our marketing team at 866.405.3638 today.

Don’t miss out! Remember to jump into our big contest this week! 

CLICK HERE TO LEARN HOW YOU CAN WIN $10,000.