What’s your job as a listing agent?
It should be to properly market your listing for sale in addition to facilitating the transaction with great customer service. The most important part of marketing a listing is it’s presentation. Your listing presentation is the way you portray your listing to the public for sale. It’s how it appears, looks, and is positioned online.
Your main goal for every listing should be to make your listing appear so desirable that buyers would be STUPID not to take a look at it. This is why a seller is hiring you!
It’s a fact that your first showing will take place online. Actually most of your showings will take place online. People will sift through properties online and note the ones they like. If your online presentation SUCKS, then you just screwed up a potential showing.
THE FIRST PART OF OUR JOB IS TO MAKE HOUSES LOOK GOOD SO THAT PEOPLE WANT TO SEE THEM.
THE SECOND PART OF OUR JOB IS TO THEN TAKE THAT GOOD LOOKING HOUSE AND MARKET IT TO THE WORLD
So, where do you start?
You start with getting professional pictures and videos.
It’s 2016 and believe it or not there are still agents out there who list properties with the worst pictures EVER. I know this may seem like common sense for most full time agents, but you CANNOT risk doing a poor job. If your listing pictures are bad, you are deterring potential showings from inquiring.
What do you think your seller thinks of bad pictures? I found this picture on the internet and I think it was a FSBO so go figure, but it shows how professionalism is needed in our industry. Do you think this house sold? I mean who wants to buy the house with the dick pic?
Back to more serious issues…
Have you ever seen listing pictures taken with a person or a pet in the background?
It amazes me that some listings are on the MLS without any pictures! I mean how are people hiring some of these agents? It’s mind boggling to me.
The key to taking pictures is that the pictures should show off the main selling features of the property.
Let me give you an example…
I have a client who is looking for a condo in the south loop of Chicago. He is looking for a view of the skyline specifically. If there’s no view, he doesn’t want to see it. In my market the view is a HUGE selling point. The very same unit without a view could cost $50,000-$75,000 less in some cases.
Anyways, while I am searching for properties I sift through the pictures first to check out the view. He is also searching online and sending me properties with pictures that have a view! His search criteria is limited to listings with pictures that show off cool views.
He’s passing up listings on his search because there are no pictures of the view. How many online shoppers are missing the same listing?
There’s more strategy to taking pictures then just getting a couple snap shots. You want to make sure you get the selling features of the property. Here is a list of some possible selling features many agents wouldn’t think of shooting.
- great schools
- common areas
- HUGE closets
- multiple shots of same outdoor space
- multiple shots of same kitchen from different angles
- inside of garage
Make sure you get as many pictures done as possible. You are selling your services short when you only take 10-12 pictures of a single property. The more photos you take the better for marketing purposes.
I love property videos because not that many agents are doing them. Anytime you can find a way to stand out from what everyone else is doing, take advantage of it. Videos allow you to do a few things. Let’s first start with the marketing component of videos.
Videos Are Lead Generators
The video below is based on a true story and one of my most popular videos on my You Tube Channel. I had no idea that it would be so successful. Here’s the story:
This was a rental unit we made $700 on before our split. Yes, I did a listing video on a rental! The video cost me $200 alone so do the math. Most agents would never get a video on a rental listing. Let’s just say that this video has paid its dividends. It has over 6,000 views as of the time of this writing. The term “Lofts For Rent In Chicago” was the keyword that got it ranked so high. Some videos get tons of views and others not so much, but this one was winner that will continue to spit out business to me.
This video made me well over $25,000 just last year. The very first couple who called me off it was just inquiring about loft living in the city. I ended up selling them a $400,000 condo and also listed their single family in the suburbs for $290,000. That was just one client, I have many more. The video got them to call me since I was the “loft” expert, haha! Video makes you an authority. Authorities get business without having to prospect.
Point of the story is that you never know where your next client is going to come from. Go all out on marketing every listing regardless of what you will make because every listing should be viewed as a future paycheck in addition to creating leverage for additional business. This story proves just that. Check it out and let me know what you think.
Videos Make Your Clients Happy
Another reason why I use video in our listings is because I want to provide the top notch service for my clients. I don’t ever want them second guessing why they hired me. Video gives you that extra push in online presentation. It’s a fact that listing with a video will have more views and engagement. It’s also a fact that sellers will be impressed with your video services and less likely to second guess why they hired you.
We want to use videos with every listing because it’s part of our service to our clients.
Market Your Brand
Listing videos also give you an excuse to market your brand to your network in a sell without selling kind of way. My new listing gives me an excuse to market my brand without feeling sleezy. My friends and clients love when I post my videos on my social media sites. It gets people to take notice of what you do for a living and serves as a referral marketing tool.
One of the goals for ALL your listing should be to leverage them into additional spin off business. Listing videos allows you to do this effectively, especially as a referral marketing tool. Once I get a new listing I immediately post that video on Facebook and the rest of my other social media sites. I will also email it out to my database!
Video Isn’t Scary
You might not be a pro the first time you use video, but don’t worry you will get the hang of it. I do recommend getting a professional to shoot your videos because sometimes they could back fire if you shoot a very bad one. I used one of mine as an example below. If you are going to make listing videos just make sure they look good. You don’t want to post one of these…
This is a bad video don’t do this.
The presentation of your listing online is half the battle of implementing a REAL ONLINE MARKETING PLAN. Your pictures and videos are there to make your listing more attractive. If you online presentation is good, chances are you will have more showings. That’s your job isn’t it?
Real estate is not a hard business, but it’s a hustle business. The question you should ask yourself is if you feel like you are in the right hustle?
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