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Real Estate Listing Strategy: My First Listing Appointment

Listing Strategy Real Estate

Now It’s Real

I’m going on a listing appointment! I know what you are thinking “why is Stephen, a title guy, going on a listing appointment?” Which would be a logical question, now let me give you an obvious answer, one I wish I had thought of long ago!

It all started with a meeting with a REALTOR®. He called me Tuesday and asked to meet , he said it was urgent. We – the REALTOR®, his assistant and I, met at 10:00 Wednesday morning. He said “I’m competing for a multi-million dollar listing and I need some help”. He continued, “I am competing against two of the valley’s luxury real estate agents, I need some help with a strong listing presentation”.

He went on to say “the luxury agents are sure to have heavy stock flyers and 2 page brochures for their listings, a single property website, do you have anything like that?”

“NO”. I said.  “And you don’t need it either”

“Why?” he asked.

“Well, in my opinion, that stuff is fluff, noise. The only time someone is going to see that flyer {or small book, depending on what you want to call it} is when? When they are already inside or in front of the house – right?”

“I guess so”  he said

I continued,” single property websites, while they may appear substantial are really not. While they do serve a purpose, (every website serves a purpose)  good luck getting one to rank on page 1 of Google {for those of you that swear you’ve seen a single property website on page 1, LOG OUT of your Google account, turn OFF personalized search and try again – wink wink}  a well optimized WordPress post will kill it every time. In addition, anyone that goes to the URL of your WP post (example) MyTitleGuy.com/1234MainStreetChandler {which they can easily be directed to through a URL shortener: Bit.ly, Hoot.ly, goo.gl or even a QR Code} can watch the property video, search for homes by payment, school district or zip code, calculate their mortgage payment, start the pre-qualification process, learn more about you and your value,  learn about the Phoenix housing market and they can do it all on your website. The single property site will outlive its usefulness after the property is sold, the WordPress post will be sending consumers to your website long after.”

I continued

“Most REALTORS® competing for a luxury listing are going to go into the listing appointment with “stuff”. Stats about their real estate brokerage {not really important}, stats about their personal or team production {noise}, info about a national ad campaign, marketing campaign or national award {hysterical}, a 21 point marketing plan {where 20.9 of them in reality revolve around the MLS}. Those other real estate agents are going to SELL. I want you to ask these specific questions and LISTEN. Nod here and there and dig deeper. Ask this…. and then ask ……” (you didn’t think I would list the questions here did you?)

At the end of the meeting my client said, “I’m going to get this listing, I never thought of doing a listing appointment in this way but it makes complete sense”

And off he went. 30 minutes later he called me.

“I can’t thank you enough for squeezing us in today, I really appreciate all of your help…”

And then he said it:

“I wish I could take you on my listing appointment.”

We both chuckled. ha ha ha ha. And then I thought… why couldn’t he? Why can’t I go on a listing appointment with him? And then I said it:

“I’m going!”

“Really?!” He asked.

“Yep, I’m going. You worry about the real estate stuff – pricing strategy, comparables etc and introduce me as your videographer. The guy that is going to help potential buyers “mentally move-in” to their home. While every other REALTOR® talks about what they CAN DO to market/sell a property, we are going to show the sellers what we HAVE DONE.”

I should have thought about this before, it was right in front of me the whole time. The way the sellers eyes light up when we roll up with multiple camera bags, tripods, monopods, sliders, cranes etc. The comments they make to their REALTOR® “Wow, you guys mean business!”. “What kind of camera is that?!” “what does that thing do?”  The feedback from the REALTORS® after the sellers receive their video, and most telling: the 25-200 views their HD Property Tour will have on it in the first 24-48 hours – the seller sharing their video with their friends and family through email, Facebook, Pinterest etc. {FREE marketing for the REALTOR®}

So, I’m going on my first listing appointment and I can’t wait! I should have thought of this sooner. Just one more way we can support our clients. {even on weekends}  :-|

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Business is business, service is an expectation and I'm ready to learn how to use tools like WordPress, Video, Screencast, GetFoundIDX, Social Media to get found online where over 90% of consumers start their home search.
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Stephen

Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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  • http://www.facebook.com/cathie.rossivanwert Cathie Rossi VanWert

    Why didn’t you list the questions? Are you saving that for another post?

    • http://mytitleguy.com/ Stephen Garner

      No Cathie, in the sales process the questions asked of the seller are the listing strategy, its a self discovery process. I won’t be sharing those here. But, you can come and see me and I’ll give you the run down in person. My clients would lose their edge if I posted them here for everyone to see.