Get More Listing Presentations by Being Transparent On Your Website
The average consumer shopping for goods and services in 2011 is mostly bought into their “purchase decision” before they even talk to a sales rep. The shear amount research done by people is astounding, no matter what the cost of the item is. Comparing and contrasting products and services online can lead the consumer to making a purchase decision without the involvement of any physical sales rep. How many times have you researched a product online, found it at local store and ran down to buy it without speaking to anyone?
So your website is your online store, selling you. Do you have a proper product description so someone can do their own research and make a “buying decision” without having to talk to you?
When your clients go to an automotive website they are presented with side by side comparisons of that manufacturer’s cars as well as their competitor’s cars. Consumers use this information to narrow down their favorite vehicles that they actually want to take the time to test drive. This helps the consumer save time by eliminating some cars up front and cutting to the chase to the cars they like best. So let me ask you a question – do you have a side by side comparison of you and your competitors? Do your potential clients know what they are going to get when they list their home with you just by visiting your website? Are you being eliminated before you even get the opportunity to make a listing presentation?
Consumers don’t like to make uneducated guesses on choosing their agent like they were forced to do years ago. To give you an analogy of how scary and unpredictable the agent selection process used to be, imagine living in a world where all the car dealerships sold every car on the market. However, each car on the lot was covered with a tarp so you couldn’t see what type of vehicle hid underneath. Pricing for these vehicles is pretty standard as well- $25,000 no matter what car you chose. Sound exciting? You could drive away with a Ferrari for only 25k! On the other hand, you might not be so lucky and get the 1979 Ford Pinto for the same cost. That is a decent analogy because I think it symbolizes the amount of separation between a great agent and a mediocre one due to the complexity of the business these days.
Without the necessary information detailing your marketing plan on your website this is the way you may be making your potential clients feel. The sale or purchase of a home is such a big decision that the average consumer is researching information up to 18 months ahead of time! Don’t eliminate yourself right off the bat by not being transparent enough!
Want to see an excellent example of how to do this in real life? Check out www.thegoodlifeteam.com and their comparison sheet. Fantastic stuff that gives the consumer all the info they need to make an educated guess on who to take to the test drive round.
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Good advice. I’ve been doing this for a couple of years but I think it’s time to add some video and testimonials.
You raise a good point unfortunately I think the problem with the comparison sheet used here (and probably many others just like it) is that much of this sheet is likely not true. I can’t imagine any reputable Realtor not using their marketing knowledge or not using comparable property data in their pricing strategy but that’s exactly what this comparison sheet would have you believe?
[...] Get More Listing Presentations by Being Transparent On Your Website The average consumer shopping for goods and services in 2011 is mostly bought into their “purchase decision” before they even talk to a sales rep. The shear amount research done by people is astounding, no matter what the cost of the item is. Comparing and contrasting products and services online can lead the consumer to making [...] [...]
No doubt, transparency matters to the people taking the time to qualify real estate agents before buying or selling.
However, I still find many people (at least in the area in which I work) choosing their real estate agent through word of mouth with few questions asked….
Many times, I have been the 2nd or 3rd agent called in to help a property owner, especially when it comes to helping a property owner avoid foreclosure. Sellers will hire the friend of a friend who might have been a “top producer” in the “good ole days” (aka 5 years ago) before short sales, REOs & Internet.
Other day, I talked with a lady who recently purchased next door to one of my listings. Lady, absolutely giddy about her real estate agent who negotiated great deal, didn’t realize she overpaid $40,000 for her new home on which she paid cash and didn’t utilize an appraisal.
She’s happy, thinks she got a great deal & loves her real estate agent. What’s important to people buying and selling real estate is not what (we) agents differs with each person.
Whether in person or online, I don’t focus on the “other guy.” Instead, I focus on specifically HOW I can help buyers and sellers get exactly what they want. I also encourage people I’ve helped to share their experience working with me.
By far, my past customers (word of mouth) help me more than anything else I can say or do (online or in person).
I want to be the agent whom past customers rave about…just like the agent whose customer overpaid $40k and still loves her.
Mike
Thanks – I have something very similar to this in mt Listing Presentation. Will be adding it to my website now.
Great idea.
Robin- sure it’s a little biased, but you can also stick to things that you do and list them out without the comparison.
Mike- That was a great response. Thanks for contributing!
Let’s see the finished products Mark and Donna!
The Agent selection process is still mostly as random as you described.
This is so true….. Awesome Article