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Marte Cliff
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Make Yourself Valuable to the Marketplace
How to make it in show business, by Steve Martin:
"Be so good they can't ignore you."
Jerry Dunn, Editor, Tricks of the Trade
Dear Friend,
That sounds like good advice for show business - or for ANY business - especially real estate.
You've always heard that 20% of the agents get 80% of the business. Why? It isn't luck. It's because they do a little more for their customers and clients. They bring value to the marketplace.
For today, let's concentrate on just one thing you can do for your listing clients that will set you above the 80%.
As I've said before, my son has been looking for something to buy, so we've not only been reading a lot of real estate ads, we've been looking at virtual tours on line.
And - most of them stink.
That sounds harsh, but it's the truth. You can tell that they are the work of a lazy agent.
I'll tell you about our latest interest, just as a "for instance." Our Realtor called to tell me about a price reduction on a property that sounded like something my son might like. She then forwarded both the MLS listing and the virtual tour. (This was not her listing.)
The listing agent had included several photos - many of them of the trees surrounding this house. There was no close shot of the house, so we have no idea if it is in good shape - or if the siding is falling off. There were a few pictures of the living room and dining area. But words - none. It appears that there might be some built-ins and a fireplace, but since the pictures were dark, it was hard to tell for sure.
He's interested in a shop. She had 2 pictures of the exterior. Nothing to say if it had power, if it was insulated, if it even has a cement floor. Just "shop." It doesn't even say how big it is.
Keep in mind, this is a community where the agents joke that it doesn't matter what a house looks like as long as the men can have a good shop!
The virtual tour is an agent's opportunity to really sell the property, but there was no effort made here. With almost unlimited space to describe the benefits and features of this listing, she said - nothing.
One way you can set yourself apart is to take the extra hour to write good descriptions - descriptions that make your listing sound inviting and show people how happy they'll be when they live there.
You can also take pictures that put the readers there and make them want to see more. Now that we all have digital cameras, there's no excuse for a shortage of good photos.
When I checked last, the National Association of Realtors reported that 77% of buyers look first on the internet. That means you have the opportunity to pre-sell customers on your listings. You can get them excited and anxious to hurry and get there before someone else snatches this wonderful property.
And if you do that... you can be sure that your listing clients will appreciate your extra effort. They'll probably even be willing to give you a nice testimonial to use in your marketing pieces.
Next week we'll talk about a strategy to pull in more buyers...
Until then, good selling!
Marte
P.S. If you want to jump-start your efforts, read my e-book: Getting Clients.
P.P.S. If you don't already have a site where your virtual tours are easy to find and easy to use, check out
Mouse House Tours. They're the only company I've ever come across that lets you "try before you buy." That's right - you can do a first tour and see how you like it without paying a dime - and without handing over your credit card. That's how confident they are that their tours will work for you.
Do yourself a favor and at least go read their sales letter.
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