Are you thinking of moving into a new market? Or have you been called into a listing for a type of property you don’t normally sell?
Well this article is for you.
A question I get asked often is;
“How do I position myself as the preferred vendor option in a market where I am not the clear market leader?”
… what an opportunity!
So you’ve been called in for a listing presentation to a property that is in a new market for you (in terms of price or property type).
Firstly, well done – you’ve made it this far. ..now it’s time to nail your listing presentation and step into a new zone of confidence. Hopefully these tips will help!
- Role play a brilliant pre-framing process.
Framing your position will set you up for a powerful conversation, create clarity for the vendor and allow you to seamlessly move the conversation to the benefits of working with you.
Imagine now you are sitting down with a vendor who owns a type of property you don’t normally sell (for example, a high end property). They must be asking themselves why you will be the best choice for them, given this is not your usual area of expertise.
Rather than avoiding this question and conversation – surface it straight away with them.
“Mr and Mrs Vendor, If I was in your shoes the biggest question i’d have in my mind is ‘why would I appoint my agency over X agency that has proven track record in this end of the marketplace….”
- Give an explanation.
You’ve surfaced the conversation – now it’s time for your big positioning. This is a crucial element of your listing presentation. So explain why your agency can be the best choice:
“So today, we’re incredibly excited to show the layers of difference and the fresh approach we bring to this end of the marketplace that will clearly give your property a significant advantage – compared to getting lost in a sea of other properties at this end of the market.”
- Back it up.You then need to show or honor the ‘layers of difference’ and the ‘fresh approach’ you mentioned. This is where you talk about your agency’s point of difference, your team’s energy, how you connect with your potential buyers and the type of care and attention their property will receive as part of your team.Your fresh approach can be based on the marketing opportunities their property will present, some innovative ways you’d like to position their property, etc.
Make the point that buyers follow properties not agents. And that you will present their property in the best possible way.
- Extra proof.
Next you want to give examples and show case studies of successful sales in a similar property. If you have no case studies of a similar property – try case studies of where you have gone above and beyond to make your vendor’s property goals a reality. Ideally you want a lot of case studies up your sleeve!
There you have 4 key points to include at your next listing presentation for a property that is out of your ‘normal’ market.
The key for a listing presentation like this (where you have been called into a listing for a type of property you don’t normally sell) is to be prepared, be confident and truly believe you are the choice for your vendor.
Would you like to experience a full two days of strategy with me where we uncover your essential listing, negotiation, buyer and seller management, marketing and influencing strategies so that you can become the clear agent of choice in your market? Then join me at TurningPoint. Click here for more information.