By Jason O’Neil
I was going through our listing system the other day and became amazed at the amount of things we do to list a home. The list seems to get longer and more comprehensive as the years pass. One of these days, I may consolidate it and eliminate things, but for now it works and works well.
This exercise got me thinking of a key differentiator I discuss in my marketing consultations with sellers. I effectively let them know that I do not subscribe to “The Three Ps of Real Estate” — they get a quizzical look on their face, and I say, “You know: ‘Put out a sign, Put it into the MLS, and Pray.’”
A quick laugh or chuckle ensues, a little ice may be broken, and I begin to go through the laborious detail taken to list and effectively market their home. The discussion continuous and we begin to build rapport and see if we are a good fit for one and other.
My point for writing this is not to say that the specifics of what I do when listing a home is dramatically different than my competition. Different, yes; more than dramatically different, hard to say. One thing I do differently is communicate exactly what I am going to do, step-by-step, to get their home to market. Then I communicate when I am doing those steps, when they are complete, and I constantly communicate the results.
I had a professor in grad school once tell our class, “If you’re going to do something great, you had better let someone know. Otherwise, you’ll live in your boss’s (read client’s) mind along with those that did nothing great.” This is so important in our business, we do so much when representing our clients and their interests but we forget to communicate or progress and our results.
If you fail to communicate on an ongoing basis what you’ve recently done to perpetuate the sale of a client’s home, you’ll live in their mind as subscribing to The Three Ps of Real Estate.
Jason O’Neil is an associate broker with Encore Sotheby’s International Realty in Indianapolis. Connect with him at jasononeilrealtor.com.
By Melissa Krchnak
I obviously am not an expert in what anyone else’s listing presentations are like, I only know mine. Yet I heard someone talking about the Olympics recently, and with my market’s emphasis on the need for more inventory, it got me thinking. Is your listing presentation like watching cycling or gymnastics?
I can dig both, and yet I watch them with a different level of interest. See, I can put cycling on and read a book or cook my breakfast or check Twitter. I know I probably won’t miss anything major and I’ll look up every now and then to see who’s ahead. With gymnastics though, it goes from one event to the next so fast. I’m so engrossed with how competitive it is, that I have to keep my eye on the TV or I’ll miss something great. So, is your listing presentation creating lots of interest with a fast-paced and quick finish? Or is it uneventful and lasting for hours?
My suggestion if it’s dragging on? Hit the high points, move through each piece effortlessly, and put a bow on it in 45 minutes or so. Any longer and you’re losing them. Remember what your mom used to say about visiting friends’ houses? “Don’t overstay your welcome!” Just get your agency and listing agreement and get out. You can get disclosures signed, pictures taken, etc., another time. This is strictly presentation time.
So, are your clients watching cycling or gymnastics when you’re presenting?
Melissa Krchnak is the assistant team leader for Keller Williams Realty in Rancho Cucamonga, Calif. Connect with her at kwrancho.com.