This document summarizes key points from a real estate training presentation by Tom Panos. The presentation focuses on strategies for real estate agents to be focused and successful, including generating leads, marketing properties effectively, and converting prospects into clients. It provides tips for agents to stand out, lists recent property sales and marketing strategies used, and emphasizes developing habits and ongoing learning to excel in real estate.

1. Sydney Real Estate Gym
March 2014
Presented by Tom Panos
General Manager, Sales – Real Estate
www.tompanos.com.au

2. If you don’t find them, they
will find you!
Earn people’s attention in a
noisy world

3. Jab, jab, jab, hook

4. Be their agent before they
need an agent

5. The agent that helps the most
people wins

6. The Main thing is to keep the Main thing
the Main thing
CALL BACK
INSPECTION
TRAINING
YOU
FOCUSED
SELL
LIST
STAY IN TOUCH
YOU
PROSPECT
VPA
Which One Do You Want to be?
CMA
TITLE
SHOWINGS
BUYER TOUR
UNFOCUSED
YOU Have Two Choices: Be FOCUSED or BE UNFOCUSED

7. Listing Presentations begins at the Open

8. PV – Chase List
Address
Name
Phone

9. Hot Buyer List
Name
Phone No.
Details

10. The buyer sources
We know where 100% of the
buyers will come from but we
don’t know where the best
buyer will come from
The Buyers
•
•
•
•
ACTIVE
PASSIVE
LOCAL
OUT OF AREA

11. Marketing Dialogue
•
•
•
•
•
•
•
Can’t control the price but can control method of sale and marketing
Must go fishing in an ocean not in a pool
We know where 100% of the buyers come from – just don’t know
where the best buyer will come from
Your marketing investment is equal to half a bid auction
Are you comfortable with not talking with 100% of the buyers
What’s more important to you the 3k marketing or the risk of
underselling your property by 30k
You need to decide whether we whisper in the room or scream from
the mountain tops

12. Marketing Dialogue
•
•
•
•
•
•
•
•
•
Your home’s value is dependent on 4 things
If we don’t use 100% of the resources, how will we know we have
achieved 100% of the potential price
Just so I understand first buyer or best buyer?
Wolf on Wall Street analogy
Home is on the market in competition not in isolation
Active intellectual internet vs passive print
When you watch the news you notice the news reader
I don’t want a buyer saying it wasn’t meant to be
We are taking out insurance

13. Recent Sales
Property
Address
Sale Date
Method
of Sale
Advertised
Price
Marketing
Investment
40 Forrester Rd,
Erskineville
04/11/13
Auction
n/a
22 Main Dr,
Newtown
15/11/13
Private
Treaty
11 Winters St,
Camperdown
28/11/13
18 Elizabeth St,
Newtown
2 Williams Rd
Stanmore
14 Euston St
Alexandria
Print
Upgrade
Online
Video
17,500


975,000
8,450

Private
Treaty
895,000
8,100
08/12/13
Private
Treaty
980,000
12/12/13
Auction
22/12/13
Private
Treaty
Average
Original Buyer
Source
Sale Price

Newspaper
2,100,000


Internet
960,000



Signboard
883,000
11,000



Internet
980,000
n/a
6,500



Internet
800,000
1,050,000
9,300



Newspaper
1,040,000
$10, 141
$1,127,167

17. Full Page Ad Increases Perceived Value of a
Property by 46%
If this property was in your area, how much would it be worth? (Average
response for respondents shown that stimulus; respondents randomised
to see one stimulus each)
+46%
$476k
¼ Page ad
+24%
$592k
½ Page ad
Source: Online survey of 196 Australian adults who report they have bought a property in Australia in
the last three years (n=139) or are actively looking now (n=57)
Survey conducted May 2010 with respondents recruited online and offline
$698k
Full Page ad

18. Source: RP Data 1st January 2013 – 31st October 2013

19. Source: RP Data 1st January 2013 – 31st October 2013

20. Source: RP Data 1st January 2013 – 31st October 2013

21. Source: RP Data 1st January 2013 – 31st October 2013

22. Source: RP Data 1st January 2013 – 31st October 2013

23. Source: RP Data 1st January 2013 – 31st October 2013

24. DON’T USE 1,000
WORDS WHEN
50 WILL DO

25. Listing Presentation Dialogue
•
I can tell you what the market is doing now
•
It’s the process not the promise of a price
•
I can see the logic in meeting one extra agent…
•
We can debate price for hours today between ourselves but the main
conversation about price must be with the new owner

26. Buyer Dialogue
•
You won’t be buying this home in isolation with the owner but under
competition – can I show you how to win?
•
Are you going to make a decision for your family based on the
market or based on your life?
•
Thank you that price level has already been tested

27. Prospecting Dialogue
•
Were you enquiring about this property in regards to buying it or
comparing it to something you currently own
•
Are you researching, buying or selling
•
I have 2 buyers who are hot to trot should we quote yours

28. Closing Dialogue
•
When do you want me to start
•
When can I start work
•
Do you have a spare key or should I get one cut
•
When should we start bringing the buyers through

29. Knowledge is not power –
Google is

30. Success is an inside job

31. Habit

32. Podcasts

33. The things which matter
the most don’t always
scream the loudest