Challenge to List well in Winter
recent months as buyers have continued to actively seek
new opportunities and swoop on new listings, many sales
people and their agencies have struggled to build listing
numbers to a point where there was any certainty of an on-going
supply of sock to sell. Then there is the usual lull in
listings in the winter months and so it is time to review
some strategies to ensure that we continue to list more
than enough properties to continue our business growth.
1 Review your Prospecting Programme
Most salespeople are carrying less listings than usual and
so there is time to increase the prospecting activity
and whilst it is important to send out letters, postcards
and flyers its more important in this market to get
face ton face with people. Double all contact numbers for
the next 30 days.
Send double out your normal monthly allocation of
paper, be it flyers, newsletters, postcards etc. Just double
2 Buy a Head set for your telephone.
Most sales people make an appallingly low number of phone
calls. Too often we think that the paper we have put in
boxes will do the relationship building for us. Get on the
phone. Start with 10 calls a day and build to 30. The head
set will simply make this more comfortable and act as a
daily reminder as you see it sitting on your desk.
3. Get out your old Open Home Lists
Open that bottom drawer again and find those open home lists
and start ringing. Go back 12 months or more and start ringing
up all those people you have already met. Simply ask if
there is any further interest, are they still looking, have
they sold yet, do they need an update on the market expectations
on their current property(s). Some one in that list is now
ready for your help.
4 Mine Your Diary
Get out your diary and go back to the start of the year
and write down the name of very contact you have had that
you dont know what has happened to. There should not
of course be anyone in that category but there will be.
Once again get on the phone and talk to them. Someone in
that list is now ready for your help.
5 Talk to your database.
So often I hear about the database sales people are going
to build. Just do it. Dont throw paper at the market
and hope it will bring you more business. Letterboxes are
suddenly filling up with flyers and brochures as more and
more sales people are searching for that elusive winter
listing and its harder to create a point of difference
unless you are prepared to invest in real quality. (See
comments below). If you have a personal database of 300
or more people there is a listing amongst them this week.
So get on the phone and talk to them all of them.
6 Get face to face with your Advocates.
Nothing works better than working with the people who have
referred business to you before. List out your Advocates,
the people who have referred you business, phone them, visit
them, take them to breakfast, coffee or lunch, and ask for
business. Never assume anything. You wont be the only
real estate person they know be the one they know
7 Try Quality
If yo are going to mail out to your database or work a geographic
area maybe its time to up-grade the quality of what you
are sending out. Invest in 3 things:
Colour. Dump the free black and white and invest
Double the frequency
Offer contents of value
The public know the market is active, the media is full
of it, and they read it. Research the market and offer comments
that are useful and authoritative. So invest in research
or pay someone to write it for you.
8 Be Consistent
Stop re-designing your image. So many sales people are slow
to use their database etc as they think they have to redesign
their look or material on a regular basis and this gets
in the way of maintaining frequency. Pick a look or style
for you (Your Brand) and use it for a year or two. The look
or style will create a brand for you and speed your
penetration into your market. The more you change your look,
or the more your identity is buried, the harder you will
have to work to make sure its you the market wants
to deal with.
Nothing undervalues what you do more, than you offering
to do it for less. The best way to get referrals is to do
a great job and achieve a sale at the highest figure you
can. We all know that takes great marketing and a great
negotiator. Dont show your lack of negotiation skills
by offering to discount.
10 Nothing works like a big advertisement
When the buyers are active and responding in volume to great
property advertisements, and they look to find something
before listing their own, the best way to meet more people
in this market is to list and market strongly. In fact the
best prospecting in a sellers market is big house advertisements.
So market everything before you allow it to be sold.
Two rules that are more and more obvious in this market:
Buyers follow the new listings as they are marketed
Vendors follow salespeople then brands.
It is almost a cliché real estate is a people
business. If that is the case then the people business is
about relationships. Your whole prospecting programme it
built around creating and nurturing relationships. Having
created a presence and reputation in the market, its
vital to have the tools to secure the listing when the opportunity
arises against the competition that is offering free
trips, discounts etc to entice business their way. Such
offerings are provided because they dont have a strong
enough relationship building prospecting programme and dont
see that the sale of such a valuable item deserves more
than simple retail tactics such as free offers and discounts.
Selling a home is about extracting its greatest value for
the vendor and this takes great skill, great marketing and
So take a look at your presentation and see if it addresses
these issues and provides you and your vendors with a menu
of options to extract this best value, or is it an old style
presentation, just list with me and well sell it as.
We are best because we sell more. List with us, as we are
You have to be better that that today, so review your presentation
and focus on meeting the vendors objectives.
This market place is becoming more and more sophisticated
and we have to continually review our tactics and refresh
our skills. Take a look and see what you have changed over
the last year and check if it isnt time to make them