Training Five

How successfully have you adapted your business to meet the needs of today’s consumer?

Never fear… I’ve got two Rockstar agents willing to help you out.

On a recent Pivot webinar, coach Eileen Rivera from Long Beach, CA and top-producing agent Carolyn Young from Loudoun, VA shared their best tips for conducting a “virtual” Listing Presentation.

And today, I’m sharing their best tips with you! I’ve broken it down into five key questions you need answers to.

Let’s jump in! 

How Do You Get People Comfortable with Using Zoom?

Carolyn said it’s a great opportunity to showcase the same technology she’ll use to expose their home to potential buyers. Once she’s set up, she simply shares her screen and conducts her presentation as normal.

Eileen said she’s found surprisingly little resistance to using technology, saying even those you might not expect are accustomed to video calls due to using Facetime with family and friends.

For those clients who did seem a little bit apprehensive, Eileen aimed to simplify the process. “It’s like flipping on the light switch,” she’d tell them. “All you have to do is click the link and we’ll all be there together.”

What Happens to the Pre-Listing Packet in the COVID Era?

Eileen said the goal with any pre-listing packet is to create confidence and credibility. Other than the method of delivery and timing, not much changes in a contactless environment.

“I want to get on the Zoom call with the same credibility I would’ve walked through the front door with,” she says.

The key is pacing out what she normally sends into a 36- to 48-hour time frame prior to the scheduled appointment. That can include a video confirming the appointment, testimonials from clients, a video shot in front of the house, Zillow reviews, a video pre-marketing the property to other agents and more.

Your job is to analyze what you typically do and figure out how to deliver that in a digital environment.

Instead of doing a normal video shot in front of the house, she recently did one sitting in her car in front of the house. Those little adjustments can play a big role in showing that safety is important to you.

The more relevant information you can provide the homeowner before the appointment, the better position you’ll be in to get that listing during the appointment.

How Do I Price a Property When I Haven’t Seen It in Person?

Technology is your friend in this case.

First of all, you have the comps.

Carolyn specializes in Expireds, so the properties she’s listing often have photos from the previous listing.

If that’s not the case, the little device everyone has in their purse or pocket makes it simple to “see” a house remotely.

Carolyn says she’ll ask homeowners to simply take her on a tour of the home while using Facetime.

If that doesn’t work, she’ll ask them to take photos or short videos and text them to her.

That’s the only real caveat here… Eileen suggested to one homeowner to do separate videos for upstairs and downstairs so the files didn’t become too large to send.

She said there’s a couple added benefits to doing it this way, too…

 For one, she asks people to send this video or photos before the appointment. That way, if any troubling spots exist, she can strategize on how to broach the subject during the appointment.

The second perk is in the “art of conversion.” She says by requesting and receiving the videos, “I’m asking you to do something, you’re doing it, then we discuss it and we’re in a relationship.” In essence, the act of providing the video is the homeowners’ first step toward listing their home with you.

What About Showing Off Your Marketing?

In “normal” times, Carolyn has each page of her listing presentation laminated and presents it in person to the homeowner.

In today’s environment, she’s doing that all digitally by having it open on her computer and ready to “screen share.”

She even shared her entire presentation with the Pivot members and it can be yours when you join Pivot. Look for it in the Resource Library section.

She says doing her presentation this way is actually a good way to emphasize the advanced technology she’s had in place all along.

Eileen added that nothing builds credibility like actual proof, so she’s been sharing more stats from her market as well as a case study of a recent COVID-era sale where she received eight offers on one property.

Finally, Carolyn says in addition to her listing presentation, she has tabs on her browser open to the comps as well as a Zip forms link with the listing contract. Her goal is to get that listing contract signed during her presentation, and more often than not, that’s exactly what happens.

What Mistakes Should I Avoid?

When asked what mistakes to avoid, Carolyn and Eileen – some 3000 miles apart in drastically different markets – both agreed.

Don’t assume that no one is moving, they said.

Not everyone is afraid, and some people absolutely need to make a move right now.

Also, don’t tell yourself this isn’t going to work. Eileen says her clients have been far more receptive to change than she ever expected, so having an open mind is key! 
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