This is the fifth article in my series on powerful listing presentations, where we’ll be covering pricing, communication, technology, marketing, and home presentation & photography.
This week I want to discuss the power of your print marketing tools … and why you simply must spend time creating a portfolio of materials that represents your professional expertise and shows your sellers exactly how you’ll market their home.
As I’ve said in each of the previous Zebra Reports about listing presentations, sellers want to see how you are going to sell their home. They expect you to outline the steps you will take, and they want to see “real life” samples. You probably remember from previous Zebra Reports in this series that my term for these samples is “props”.
If you’ve ever taken one of my classes, or read any of my previous Zebra Reports on marketing, you’ll remember that one of the cornerstones of my business is my belief that agents need to develop their own personal “brand”. The materials that we’ve talked about throughout this “Powerful Listing Presentations” series should all be created using your brand.
If the materials you use when marketing homes – the same materials you showcase during your presentation – aren’t beautiful, colorful, and extremely high-quality, you are doing your sellers a disservice. A seller’s home is a huge investment – they deserve nothing but the absolute best from you!
Before I explain what I believe are the most important items, I want to talk for just a minute about what I often see. I can’t tell you how many times I’ve driven by a house and stopped to take a flyer out of a flyer box … only to find it printed on plain white paper. And sometimes the colors aren’t even accurate. Here’s an example: That lovely taupe house that I’m standing in front of … with the crisp white trim and black front door? On the flyer it looks dingy yellow and muddy brown! And the interior photos on the flyer certainly aren’t going to get me excited about seeing the home.
Remember – even if the contract and the negotiation phase of real estate is where you shine (and what you enjoy!) you can’t get to that point if you don’t market the house properly and attract buyers to the table.
I want to start by addressing how you present your marketing plan. Do you have something in writing that tells your sellers exactly what you are going to do, and when you are going to do it? Do you have a calendar that you leave with them that they can refer to? A lot of agents over-promise and under-deliver when it comes to marketing. When you give your sellers a calendar of activities you are reinforcing the fact that you do what you say you will do.
Now let’s talk about all of the printed pieces – the “props” – which you need for a very polished and professional listing presentation. I’m going to give you lots of ideas, but it’s up to you to choose the ones that best fit you and your market. However, regardless of which tools you use, it is absolutely critical that those tools be created using your brand. If the sellers are interviewing multiple agents, the use of your brand will absolutely elevate you from “ordinary” to “extraordinary” in terms of memorability!
Here are the tools you may want to consider for your next listing presentation:
1. Marketing Binder: One of the most impressive items you can give your sellers is a full-color copy of your customized marketing binder. This is the package that pulls your marketing calendar and all of your samples together into a ‘leave-behind’ for your seller to review and refer to. The cover must have a beautiful photo of the seller’s home. Where appropriate, each of the sample pieces in your binder should also include that photo.
2. Flyers: Regardless of whether you create one-page, two-page or four-page flyers, the photos you use must be amazing. I also encourage you to use high-quality, gloss paper. Remember – your flyer says a lot about you to other potential sellers, as well as to buyers. Keeping the flyer box full of extremely well-done flyers reinforces the fact that you are a true professional.
3. Photo gallery CD: Many agents create a photo gallery CD, which they reproduce and leave at their listing for prospective buyers to take. Print an exterior photo for the CD jacket and include the same photo on the CD label.
4. Advertising: It goes without saying that regardless of whether you are marketing your listings in a newspaper, a magazine, online or on your flyers, including truly engaging descriptions is imperative to attracting buyers. Before the listing appointment, spend some time thinking about the profile of likely buyers for the home. Then write two to three different ads based on that target audience. Preparing in this way will definitely impress a potential seller!
5. Marketing Boards: These boards are the perfect way to present a visually compelling story of how you are going to market the seller’s home.
6. Just Listed postcards: Never underestimate the power of a beautiful postcard. Send these cards to the neighborhood, your database, and other potential buyers. Postcards don’t cost a lot, and your potential sellers will love that you send them.
7. Home Book: This is one of my favorite pieces. You might remember that I mentioned it recently when talking about your communication tools. The home book is a notebook that you leave at the house during the time it’s listed. Include items such as home care and warranty records, the most current inspection report, tax and appraisal records, and neighborhood and community information. Show potential sellers what their home book will look like. They’ll immediately understand the value of the book, and of hiring you.
8. Home marketing cards: This is another idea that my coaching clients have found particularly useful … and that sellers love! Print business cards that feature the home (a photo on the front, and details on the back), and give them to the sellers to pass out to their friends and neighbors. It’s their home, and they are undoubtedly proud of it – so let them be a part of your marketing efforts!
9. Open house materials: Most sellers still want you to hold open houses, regardless of how much other marketing you are doing. It comes up at nearly every listing presentation. When asked, the typical agent simply responds: “Sure, I can do an open house for you.” Or they might even say: “You know, I don’t do open houses and here’s why.” Open houses can be a gold mine when done correctly! Without going into a lot of detail, here are the open house props that will ‘wow’ the socks off of potential sellers.
- Open house invitations: Postcards are quick and easy. Let your sellers know exactly who you are targeting, and why.
- Open house display boards: Many agents use small easels that fit on a kitchen counter or dining room table to present neighborhood information. These could include maps of the area, as well as information on schools, parks, and shopping.
- Open house feedback forms: Sellers like to know what buyers are thinking! Show your sellers what your feedback forms looks like. Even better, ask them if there is anything in particular they want buyers to provide feedback on.
10. Database marketing: I talked about this in the Zebra Report just a couple of weeks ago. Show your potential sellers the type of marketing you are doing with your databases, and where their home may be featured in this marketing. Do you feature your listings in a newsletter, or send out your ‘just listed’ postcards to your database as well as targeted buyers? If so, bring samples! Sellers will appreciate your extra efforts to find a buyer for their home.
I want you to remember one thing about marketing that is easy to forget in this high-tech world. Print marketing – if done well – still has enormous impact. While buyers may be looking at homes online, they still want a beautiful brochure or flyer to take home, to look at again, and to share with friends and family.
Remember – sellers expect their home to be showcased in full-color and beautifully presented to potential buyers, both in print and online. Don’t let them down! With your brand as a starting point, create beautiful printed materials for your next listing presentation.
Next week we’ll feature our sixth and final topic in our “Powerful Listing Presentations” series: home presentation & photography. Be sure to watch for next week’s Zebra Report!