One of many frustrations I hear from brokers on a regular basis is that this: “We all know our advertising is healthier, however how can we get native owners to really see it?”
It’s a good level. You don’t wish to come throughout as determined, and also you positively don’t wish to be the agent who spends their time placing others down. However in the event you’re producing stronger advertising: skilled video excursions, high-quality images, content material that stands out, then owners must expertise that distinction first-hand.
Right here’s a easy method to make that occur.
Once you launch a property, don’t simply take into consideration the consumers who will discover it on-line. Take into consideration the native owners who’re at the moment in the marketplace and could possibly be a pure match for it. Possibly they’re in a smaller residence and would possibly wish to upsize, or possibly they’re trying to downsize however keep in the identical group.
Now, as a substitute of hoping they spot it on Rightmove, you actively put it in entrance of them. Ship a brief, private letter highlighting the property, and make it simple for them to discover it. For instance, embrace a QR code that takes them straight to your video tour and provides them the choice to guide a viewing.
On the floor, this appears to be like like nice service. You’re serving to individuals see alternatives that could be related to them. However right here’s the larger image: you’re additionally showcasing your advertising in a giant means.
Most brokers nonetheless don’t trouble with correct video excursions, and once they do, they’re typically an afterthought. So when a home-owner scans that code and sees a slick, well-produced tour with their soon-to-be favorite property agent entrance and centre, they’re not simply a home. They’re seeing the way you market properties. And in the event that they’re at the moment in the marketplace with one other agent, the comparability turns into actually clear, actually shortly.
I encourage brokers to construct this into their course of, and the outcomes are constantly sturdy. It generates viewings, it demonstrates professionalism, and it sparks conversations with owners who begin to query whether or not their very own property is getting the identical degree of effort.
The perfect half is, you don’t need to say a phrase about being higher than the competitors. You don’t want to say charges or options. You simply let individuals see the distinction with their very own eyes. And as soon as they do, you’re not simply an alternative choice, you’re their subsequent apparent selection.
Chris Webb is the founding father of The Property Agent Consultancy.
AI now an important a part of property company advertising combine – Nurtur
