Marketing for Agents: Three Things You Can Do To Make 2015 a Better Year

Thinking ahead? Real estate marketing expert Mike Blaney offers easy ways to jumpstart your real estate business in the New Year

Limelight Marketing
December 5, 2014

January 2015 tasks calendar

If you’re already thinking about how you can make your real estate business in 2015 even more successful than this year, you’re off to a good start.

Here are three easy ways to jumpstart the year and lead you to success.

1) Prepare a 15-Second Elevator Speech

When someone asks you what you do for a living, are you prepared to make the next 15-30 seconds work effectively for you – or do you plan to react like this?

Prospect: “What do you do for a living?”

You: “I am a Real Estate Agent.”

Prospect: “Well, it was nice meeting you.”

An elevator pitch is a brief overview of an idea for a product, service, or project. The pitch is so called because it can be delivered in the time span of an elevator ride, which is about thirty seconds or 100-150 words, according to Wikipedia.

What if you answered the question like this?

“I am a Real Estate Agent working with buyers and sellers on the Vancouver West Side, specializing in helping clients downsize. For the past 10 years I have been helping buyers find their dream home and sellers maximize the price they get for their home.

“What makes me different is I have developed a home marketing program that sells homes faster and for more money because no home goes on the market until it is ready to be sold.”

Here is a simple worksheet that you can use to create your elevator speech:

“You know how some (your target market) find themselves (experience the problem of) X? Which means that (the outcome of problem)? Well what I do is (your job) which helps them (the solution). The benefit to my clients are (outcome of solution).”

While you may not recite this as written, and it might vary each time, having a basic elevator pitch will help you present yourself in a more positive light when you meet someone, and could turn into a lead.

2) Create a Home Marketing Program

I alluded to a home marketing program in the 15-second intro above as it is an effective way to separate yourself from the competition and have something other than yourself to sell.

It is one thing to tell a prospective client, “Hi, I am John Smith and I would like to talk to you about selling your home,” and quite another to say, “Hi, I am John Smith and I would like to walk you through my Home Marketing Program, which is designed to sell your home faster and for more money. My program ensures your house appeals to the broadest number of prospects that come through it, eliminates potential negatives and in most cases reduces the number of open houses as it sells faster.”

So what exactly is a Home Marketing Program?

It is a list of the things you do to prepare and market their home, but it has a name. Asking people if you can show them your marketing program will make them wonder why the “other” Real Estate Agent does not have one and it focusses them on the benefit you offer.

I have used names like Platinum Home Marketing Program, Home Solutions, Home Works, High Road and Bullseye Home Marketing Program. Find one that fits your brand.

A home marketing program will include all of the advertising and marketing you will do as laid out in your Schedule A, but with added advice on the benefits of preparing their home for sale.

Here is some good content to share with clients on getting their house ready to bring on the market and appeal to the widest number of buyers.

  • Showing your home “as-is” appeals to about 40 per cent of prospective buyers who can see past the “blemishes”.
  • Get 15 per cent more people interested with a top-to-bottom cleaning that makes the buyer think they can move right in.
  • Appeal to a further 15 per cent more of the market by improving curb appeal and minimizing upkeep. Not everyone has a green thumb.
  • Appeal to another 15 per cent of homebuyers that don’t want a fixer-upper. Repair and replace broken items, peeling wallpaper or home improvements that did not quite get finished.
  • Attract 15 per cent more interested prospects with effective real estate staging transforming your house into their home. Remove clutter, depersonalize and enhance the features of the home.

3) Get Back to Basics

It is easy to get lost in new-fangled marketing ideas, but from our experience 80-90 per cent of your business comes from people you know, people you meet or people who are referred to you. So:

  • Knock on some doors;
  • Call on expired listings;
  • Work your database; and
  • Ask for the business.

Finish the year strong and set yourself up for success in the New Year!

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