Let’s get straight to it. The method for winning multi-million dollar listings is simple. You have to:
Don’t get me wrong, this is a simple list, but the work and process of creating it is not easy. If it were, everyone would be a real estate agent and everyone would be making millions doing it.
How to break into luxury (This is what you’ve been waiting for)
Show your worth
It all ends and begins with your Unique Selling Proposition (USP). This is how you stand out in any market. On the same subject : Central Oregon’s hot real estate market is showing signs of cooling in the face of a nationwide slowdown.
Start simple and build from there.
Define your long-term and short-term goals, your ideal buyer/seller, and an honest assessment of what your real estate business has to offer.
What do you bring to the table that other real estate agents don’t? A deep understanding of the market, decades of experience, a highly motivated network or a charming personality?
Here you can put it into words. Keep it short and sweet. You should be able to explain what your USP is to someone in 2-3 sentences. Internalize it and make it the centerpiece of your brand.
Create an impeccable and recognizable presentation
Customers eat with their eyes first. Read also : What Homeowners Think About the Housing Boom.
This culinary adage applies to many professions, especially real estate. 82% of sellers list to the first agent they contact, and 73% of buyers only interview one agent before deciding to buy a home together. So as a seller or buyer’s agent of multi-million dollar real estate, you need to create an impression. Like a duckling that hatches and bonds with the first thing it sees, agents need to position themselves and their digital brand to drive home that “imprint moment”.
The 3 Elements of Presentation
Your website and digital presence comes first. See the article : A new report identifies six lifestyle drivers of luxury consumers. According to a report by the National Association of Realtors, 95% of buyers used online tools in the home search process.
You need to stop potential customers in their tracks, because if they leave your site without committing it to memory, you’ve already lost.
To win, your online branding (website, social media, and directory listings) must be consistent, concise, and compelling. Your appearance must convey your knowledge and savvy in your market and set you apart from your peers (in a good way).
Use professional, confident color palettes, fonts and a sleek, professionally designed logo based on the USP you want to communicate.
Professional tips. Creating professional presentations and individual property websites can help you get exposure to sellers and buyers.
Develop a writing style. Make it recognizable. Use it to create a lasting impression across all your communication channels.
You can enter trigger words to help define your voice. Repeating a word or phrase and sprinkling it creatively throughout your marketing and branding can create a connection that brings customers back to you.
Make your words impactful by using unexpected language, strong words, and emotional appeals.
Most importantly, always write to your customers. It’s not a vanity project, it’s a tool to help people find and ask for your service.
Be specific about maintaining standards for these elements, as they all communicate your value to customers in one way or another.
Identify the emotional cues you want your USP, visual identity and voice to evoke in your audience.
These are the emotions that drive people to make purchasing decisions, and the same emotions that bring you new customers:
Greed – “If I do X, I will get Y.”
Know your market inside and out
Fear – “If I don’t do X now, I’ll miss out on Y.”
Jealousy – “If I don’t get X now, they get X.”
Pride – “I’m smart I got X when I did.”
Shame – “I’d be a fool not to get X now.”
There’s not much more to it. It really is as simple as it sounds. Collect and retain as much information as possible about your market.
Build a network: It’s about who you know
You should be able to provide information about your listing(s) down to the nitty gritty, not just the highlighted line that you think buyers will be interested in.
Take it a step further by learning the history of your listing, market, and overall location. Placing a property in a historical context can help fill the picture with deep color for buyers.
Here are some suggestions for winning the information game:
Be creative and, within reason, go where other agents won’t.
“I’ve come to believe that networking is one of the most important business and life skills you’ll ever learn. Why? Because in reality, people do business with people they know and like.
– Keith Ferrazzi, author of Never Eat Alone and former CMO at Deloitte
