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Marketing the Words

communication marketing Jan 15, 2020

This is the third in a trilogy.  Click here to see Marketing on the MLS and Marketing the Photography.

Let’s pick up where we left off last week.  You’ve captured the attention of that elusive buyer—the one with the short attention span—with your incredible images produced by your celebrity photographer.

You had to do that first because NOBODY is going to read your words if they aren’t first attracted to the images.  Great photography is step #1 in the multi-stage process of selling your listing.

Step #2 is enticing the potential buyer to view the property in person, with your words.  Now, let’s be clear about a very important point before we go any further.

The purpose of the MLS description is to generate as many quality showings as possible—NOT to sell the property.

You don’t propose marriage on the first date, and contrary to popular opinion—you’re NOT supposed to SELL the home with your...

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Marketing the Images

“I use a professional photographer on every listing!”

Big deal!  So does every other competent and half-competent REALTOR® in your market.  Also, most of the incompetent ones.

So, what can you do to separate yourself from the crowd?  First, let’s take a step back and ask a key question:

How important is photography, anyway? 

Last week, we discussed Marketing on the MLS and how—from your sellers’ perspective—the MLS Presentation is BY FAR the most important part of all your marketing efforts.  After all, it’s the source of information for 99% of your potential buyers!

So, what’s the most important component in your MLS Presentation?

It’s the images! 

Think about it from the perspective of potential buyers looking at your listing.  They’re scanning through hundreds of available properties.  What’s the first thing they focus on?  The images!

If they don’t like the...

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Marketing on the MLS

“Anyone can post your listing on the MLS!”

Also, anyone can cut their own hair.  The point is obvious.  There’s a massive difference between an amateur and a professional MLS Presentation.

Let’s take a step back and ask a fundamental question:

How important is the MLS presentation?

Answer: It’s the source of information for 99% of your potential buyers, and therefore—from your sellers’ perspective—it is BY FAR the most important piece in ALL your marketing efforts.  Nothing else even comes close!

What’s your main job as a listing agent?  It’s to generate as many quality showings as possible.  The more showings, the more likely you’ll find the right buyer.

The most important way to generate showings is to have a powerful and compelling presentation on the MLS System.

But very few REALTORS® even mention this vital information during their Listing Presentation!

Why?  Because they...

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Do you want to LIST? Or do you want to SELL?®

The title of this blog post is a registered trademark owned by me, which means you CANNOT legally use it (or any similar phrase) in your advertising. ‍

I registered this trademark many years ago because it perfectly describes a fundamental difference in values from one agent to the next.

Do you care more about yourself, and how many commission checks you can accumulate?

Or do you care more about delivering the best possible result for each client?

If you care more about yourself, it’s better if your listings don’t sell too quickly, right?  After all, “inventory” is useful!  Sometimes a single listing can be used to generate multiple commission checks as a “lead-generator.”  We know this.  The public does not.

This is why it can be tempting to accept over-priced listings.  The chances are high that you’ll generate at least one other commission check as a result of the listing, even if it doesn’t...

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*Numerous Ridiculous Conditions Apply

Our industry is ubiquitous with misinformation around marketing.

The absolute worst form of misleading advertising—in my opinion—are some of the “Guaranteed Sale” programs , offered by various brokerages across North America. 

In every “Guaranteed Sale” contract I’ve ever seen, only the most easily saleable homes “qualify” in the first place. 

Even if your home does qualify and you agree to the “numerous ridiculous conditions,” the bottom-line guaranteed price (after all deductions) will be so stupidly low , that hardly anyone in their right mind would ever agree to the terms.

Almost everyone reading this already knows that these programs are essentially “bait and switch” schemes.  The main purpose is to get in front of potential sellers, and then convince them that they don’t need the program, anyway.

“Oh, sorry, your home doesn’t qualify due to the lengthy list of...

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Referrals – The Never-Ending Stream

“Word of mouth” is by far the most effective type of advertising there is, and it’s FREE.

But, WHY exactly do people refer to you? 

People recommend you because it makes THEM look good.

When your client recommends you, it means they have 100% confidence that you will provide the exact same level of exemplary service to their friends and family, that you provided to them.

When people have this level of confidence in you, they will go out of their way—without being asked—to recommend you.

On the other hand, if there was anything about their experience working with you that wasn’t perfect, they might be unwilling to take the risk that you might make them look bad.

Have you ever thought you did a great job, asked your clients for referrals, thought for sure they were going to come through, and it just never happened?

Maybe they told you they were 100% satisfied and thought you did a great job.  So, why no referrals?

It’s probably...

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True Integrity

The word “integrity” is grossly over-used in Real Estate, including by the worst Salesy Slicksters who have none.  When I say over-used, I’m talking “chef’s kitchen” or “gleaming hardwood!”

Here’s my definition  of what true “integrity” means in Real Estate:

  1. You are an “agent,” as opposed to a “salesperson.” You always act in your clients’ best interest, without regard to your own potential benefit.  Sometimes this means talking yourself out of a commission check.
  2. You perform your duties to the very best of your abilities at all times. Easy to say, not so easy to execute.  It means skipping lunch with a friend, so you have enough time to nail the correct price on your CMA.  It means telling your client the straight-up-truth, no matter how little they want to hear it.  You do the difficult stuff. 
  3. You recognize your weaknesses, and you constantly work...
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The Power of Habit

All this month, I’ve been writing about how to Get Stuff Done, in anticipation of a New Year (and a New Decade) just around the corner (34 days to go).

While I’m in the mood to increase productivity (including my own), I started reading The Power of Habit by Charles Duhigg, which provides an extremely insightful look at how habits work and how to change them to have a powerful and positive effect on your life.  This book has confirmed to me that I’m on the right track with my last few blog posts, but it’s made things even clearer.  It’s exciting to learn more!

In Rules and Routines, I described how trying to make radical changes through sheer willpower alone was a recipe for disaster, so instead, you should start with baby steps by implementing simple Rules and then building on those Rules over time to create a Routine.

The Power of Habit refers to these baby steps as “small wins,” incremental achievements that give you a sense...

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The Self-Imposed Deadline

Are you the type of REALTOR® who thrives on deadlines?  You’ve procrastinated on that CMA all week, and now you’ve got 45 minutes to get it done.  No problem!  When you’ve got a deadline, you always come through.

There are two ways you can look at this:

  1. When you’ve got a deadline, you’re able to get a lot of work done quickly and efficiently;
  2. You leave everything to the last minute, and therefore the work is often not to the standard that you’d like.

Chances are there’s some truth to both statements.  Sure, you got the CMA done, and it’s good, but half-way through the Listing Appointment, you realize that you’re missing some critical information.  You msessed up.

If you lose the listing, what’s the potential cost?  Ten grand?  Maybe more?  All because you left the CMA to the last minute?

What if you had completed that CMA 24 hours before and then allowed yourself additional...

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48 Days Until 2020

If you’re reading this on the day it was posted (November 14, 2019), you’ve got 48 days until a new decade begins on January 1, 2020.  Do you have any New Year’s Resolutions planned?

Here’s a better question:  Why wait?

If you’re planning to make improvements, whether personally or professionally, there’s no time like the present; I’ll show you how to get started, easily, TODAY!

When you think about it, it doesn’t make a whole lot of sense to expect that you’ll instantly change your ways overnight.  You’ll go to bed with ALL your bad habits on December 31, and magically wake up the morning of January 1, with all new good habits?  Uh-huh.  Yup.  Sure you will.

I think it’s great that you’ve got plans for improvement, but let’s give you an honest fighting chance at success.

It’s absolutely fine and good to set New Year’s resolutions.  But, rather than waiting...

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