SESSION 8 Marketing the Listing

Transcription

1 SESSION 8 Marketing the Listing Time Tip of the Day... Sometimes you have to say, NO And it comes from saying no to 1000 things to make sure we don t get on the wrong track or try to do too much... It s only by saying no that you can concentrate on the things that are really important. - Steve Jobs What will you say no to? How do you say no? Homework Review: Video Demonstration: The Listing Presentation What stood out in the demonstration of: Rapport building and discovery? The CMA presentation? Presenting marketing services? The close for seller commitment? Objectives List all participants of the marketing team Provide sellers customized guidance on preparing their house Raise and discuss property condition issues with sellers Clearly state the objective of advertising Apply guidelines to increase advertising effectiveness Define several exclusive CENTURY 21 marketing tools Determine the appropriate methods and frequency of ongoing contact with each seller Effectively report feedback and market change information to sellers 1

2 The Objective of Marketing: A Successful Sale The marketing team You Seller Your Office CENTURY 21 Real Estate Help define the seller s role Home or commodity Repairs and maintenance Visual appeal A clean house Seller flexibility and cooperation Home is no longer home Home Commodity Customized Personalized Cluttered Private Mass appeal Neutral Clean Available Completely repaired and maintained Curb Appeal Torn screens repaired Rain gutters unclogged Cracked glass replaced New furnace filter Maintained landscaping Burned out light bulbs replaced Repainted where needed The attractiveness of the exterior of a property visible from the street What can be done to enhance curb appeal? 2

3 Staging Strategically placing furniture and decorating accessories in order to make a home more appealing to potential buyers What staging recommendations may be suggested? A clean house Sparkling clean No foul odors Kitchen and bathrooms especially important Pets under control Move-in ready Better outcome for the owner Approaching sensitive subjects Be tactful, but direct and specific Suggest positive solutions Lean on a checklist Hold seller accountable The Sandwich Technique Offer a positive comment Share the concern or feedback Offer a solution Finish with a positive comment 3

4 Seller flexibility and cooperation Correct pricing Property condition Allow showings when possible Openness to ongoing feedback The Marketing Checklist Complete all required marketing steps within 24 hours of taking a new listing. Follow your office s specific guidelines. Advertising Open office file Take several photos Input listing to MLS Create a flyer Input to web sites Schedule tour or caravan Arrange a virtual tour Order the sign Install lockbox Report listing to CENTURY 21 System Write ads Schedule open house Schedule videographer Check with manager for your company s customized Marketing Checklist form The objective of advertising is to generate an online inquiry or phone call. Evaluate the features and amenities of your listing Consider who the likely buyer would be. Identify how you will reach them. Leverage the property s strongest selling points. Price Lifestyle Buyer Features Location Which of these selling points can the owner change? 4

5 The power of emotion Many buyers are first attracted to a home, and will even make a buying decision at an emotional level. What are some examples of emotional appeal a home may offer? The AIDA formula Attention Interest Desire Action Positioning Bold or clever headline Photos Specific features Amenities Good description Emotional attraction Lifestyle reference A need to know more Buyer s, calls or texts Rules for advertising listings Comply with all Fair Housing laws Never reference buyer characteristics Be careful in abbreviating Avoid overused words and phrases Appeal at an emotional level Remember your objective: a phone call or online request for more information What s wrong with this ad? Fresh Perked Coffee Enjoy in cozy bkfst nook overlooking well manicured grounds. Within walking distance to church and major transportation. Located in an exclusive part of town with a great setting for young professional couples. Priced in the high $200,000 s. Hurry, won t last. Call Century 21 Gold Team

6 Taking great photos Learn your camera s basic features Choose the best time of day Keep the sun behind you or to your side Photograph exterior from an angle Keep pets out of the picture Update seasonal pictures Take a photography class Post as many photos as possible What photography tips do you have? CENTURY 21 Marketing Tools CENTURY 21 Brand Studio Campaign Center, AdMaker and Brand Center on a single platform with enhanced functionality and easier navigation. Everything you need to create your own local marketing program. Xpressdocs A source of personalized and customized printed marketing materials from business cards and stationary to postcards and brochures. Brochure Library A selection of free, downloadable brochures PR Studio Customizable press release templates designed to generate free publicity in your local media My Listings / Listing Dashboard This tool allows you to enhance online listings with photos, videos and slide shows. You can add virtual tours and upcoming open house information. (Check with manager if you do not have access) Fine Homes & Estates Marketing Support A special identity, logo, marketing materials and training for qualifying property CENTURY 21 Business Builder A CRM with customizable greetings, newsletters, postcards and flyers Zap TM (available to participating companies only) A CRM offering drip campaign tools and predictive analytics 6

7 Ongoing Communication Communicate with the seller Frequent contact is essential Report all marketing, events and initiatives Furnish copies of ads, flyers, samples Immediate feedback from buyers Immediate feedback from agents Recommend corrective action as needed Price Condition Difficulty in accessing the property Meet with the seller rather than trying to handle entirely by phone, or texting Revising Price Periodically update the CMA Focus on facts Remind the seller of their urgency Be persistent Action Items Look for opportunities each day to meet people, present your business card and offer your services Report your activities and check off completed homework in the CREATE 21 Reporting Site Log into 21online.com and explore the marketing tools discussed in today s class Write an effective ad on one of your existing listings using guidelines from today s class. If you do not have any listings, choose one of your company s listings. Review your ad with broker or manager. Additional Resources Ten Questions that May Help a House Sell Faster 7

8 Ask Broker or Manager Notes on things I need to discuss with broker or manager for this session: 8