In today’s highly competitive, crazy market, with low inventory – or no inventory – when you actually get a listing presentation appointment, you had better show up and come prepared. Particularly if you have a niche market, you can not show up and “wing it.” You have to have visual aids, the data, and show the proof.
What is your specialty? Maybe your niche market is luxury. Maybe it’s a particular location or house style. Seniors, military, condos, waterfront and water view—there is no shortage of possible niches out there. However, most agents have a shortage of really good visual aids and materials that they can take to a presentation with them.
For example, if you are marketing yourself as a luxury expert, you need to show up with some luxury marketing materials. You need to show your potential sellers what luxury website their home will appear on, what luxury marketing materials you’re going to create, and what services you offer for luxury properties (staging, photography, video, marketing events, etc). These are the things you can’t just talk about. You need to show.
You also want to show your expertise. The easiest way to do that is by showing your potential seller something they did not know before you got there. For example, if you are a waterfront property expert, you need to show them specific details and data pertaining to waterfront homes nearby. Data, research, and facts will support your claim of expertise in a rock-solid way.
Finally, you need to have proof of success and bring case studies. An experience book is a great way to show your success with similar properties and clients. Give your potential sellers that back-stage pass to see your specialty at work.
These three things are probably the most important things an agent can bring to a listing presentation, especially if you are marketing yourself as a specialist in a niche. Check your listing presentation right now for visual aids that support your niche, market information about your niche, and proof of your success in that niche.
When you show up prepared, you are giving yourself the best chance of walking out with that listing.
All throughout March, we are going to be focused on niche marketing in our Zebra Reports and on our Denise Live! Tuesday trainings. If you have been thinking it is time to find a niche, but aren’t sure where to start, join us. You can join Club Zebra FOR FREE which gives you access to all of my niche marketing ideas in March.
By Denise Lones CSP, M.I.R.M., CDEI – The founding partner of The Lones Group, Denise Lones, brings nearly three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.
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