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The Truth About Photography

marketing Apr 18, 2019

It’s not JUST the Photographer

“The images are BY FAR the most important component in the marketing of your property.”

Whenever I made this statement during a listing presentation, I can’t remember a single time when my clients didn’t immediately and emphatically agree.

Because, guess what they were doing right before I got there?

Looking at listings!

And, of course, there are always plenty of examples of listings with terrible photography.  There’s no need for you to bring it up.

Your clients will often become quite animated about how awful some of those listings are. 

Of course, you use a professional photographer for all your listings, right?

If you don’t, why are you even reading this?  Go away! You need to go check out the Help Wanted ads, because you’re not going to be a REALTOR® for much longer.

Using a professional photographer is pretty much a basic expected service, nowadays.

So, what else is there to...

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The Truth About Video Tours

marketing Apr 09, 2019

The Case AGAINST

As a Listing Agent, you need to tie together hundreds of different tasks in order to achieve a successful sale. (The public has no idea how much work you do behind the scenes.)

But what is the primary purpose of all the work you do, up until the point of going “live” on the MLS System?

Your #1 most important job is to generate as many showings as possible.

The more showings you are able to generate, the higher the likelihood of achieving a successful sale.

There are plenty of things you can do to make your listing attractive to potential buyers, mostly centered around your presentation on the MLS System.  For example;

  1. A home-staging consultation;
  2. Using a great professional photographer;
  3. The care you take in selecting which images to use and in which order;
  4. Writing a compelling story that highlights the best features of the property;
  5. Et cetera.

Now, what about a video tour?

STOP!

With the possible exception of some very high-end properties, a...

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The Truth About Social Media

marketing Mar 22, 2019

Don't worry about it!

I have two questions:

  1. Have you ever lost a listing to another agent because of their strong social media strategy?
  2. Have you ever heard of a home selling due to a posting on social media? ‍

I’m guessing, your answers are:

  1. Yes, and;
  2. No

There are some extremely rare exceptions, but 99.99% of the time, the following is fundamental truth that cannot be denied:

Social Media is for promoting yourself, NOT for promoting your listings.

There’s nothing wrong with promoting yourself, of course.  But if you’re not great at Social Media, don’t worry about it. You certainly shouldn’t be losing listings because your competitor is falsely boasting about their fancy-schmancy Social Media strategy.

Here’s how to ensure that never happens again:

When you’re in the Listing Presentation, even if you don’t use Social Media at all, the biggest mistake you can make is to ignore the subject.

Bring it up!  Start by...

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To Video or Not to Video?

marketing Jan 11, 2019

If you’re marketing on social media to capture leads, you absolutely must be using video.  REALTORS® who use video on Facebook ads consistently get far cheaper and better quality results. If you think the future of social media marketing is not all about video, you’re not paying attention. 

“If that’s true, why don’t you use video more, Ted?”

Mainly because I’m not trying to capture unknown potential clients, like you are.  If you’re reading this, it’s because I’ve already specifically targeted you as a potential client for Knowledge First.

If I was going to make a comeback as an active agent (I’m not), I would most definitely concentrate my marketing on Facebook ads, and they would ALL be video. 

Right now, 99% of REALTORS® are doing social media completely wrong, just randomly burning their time and money.  Why bother?  Spend a few bucks on proper training and learn how to do it...

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The MLS System

marketing Dec 28, 2018

“Anyone can post your listing on the MLS!”

True.

Also, anyone can cut their own hair.

The point is obvious (I hope). The difference between an amateur MLS Presentation and a professional one, is night and day.

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

How important is the MLS presentation?

Answer: It’s the original source of information for 99% of your potential buyers.

If the information was found on the Internet (on any website), then the source of the information is the MLS presentation, every aspect of which was designed by you.

How else does anyone find out about your listings? If you can think of any answer to this question, then ask yourself, “What do they do next?”

Answer: They access the Internet and your MLS presentation to gather more information.

OK, that’s settled. Next question:

What is the primary purpose of the MLS System?

Answer: It’s to generate showings. As many as possible. Period.

Real Estate sales is...

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* Numerous Ridiculous Conditions Apply

The Real Estate industry is ubiquitous with misinformation around marketing.

The worst offenders—in my opinion—are the Big-Box Teams. You know who I’m talking about; there are numerous teams using this business model in every major market.

Some of these teams actually advertise how much money they spend every month on marketing! Thousands… tens of thousands… hundreds of thousands…

But, let’s get real for a minute and take a hard look at what their marketing is all about:

It’s themselves!

Don’t get me wrong. There’s nothing wrong with advertising your services.  Just don’t imply that the money you’re spending is for the benefit of the seller.

There’s no other industry on the planet that boasts about how much they spend on marketing, and then tries to imply that they’re doing it for you.

"You should buy a Ford, because we spend millions on marketing!"

Doesn't that sound stupid?

...

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