6. The Main thing is to keep the Main thing
the Main thing
UNFOCUSED
YOU Have Two Choices: Be FOCUSED or BE UNFOCUSED
YOU
FOCUSED
SELL
LIST
STAY IN TOUCH
YOU
PROSPECT
VPA
Which One Do You Want to be?
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
17,500
22 Main Dr,
Newtown
15/11/13
Private
Treaty
975,000
8,450
11 Winters St,
Camperdown
28/11/13
Private
Treaty
895,000
8,100
18 Elizabeth St,
Newtown
08/12/13
Private
Treaty
980,000
11,000
12/12/13
Auction
n/a
6,500
22/12/13
Private
Treaty
1,050,000
9,300
2 Williams Rd
Stanmore
14 Euston St
Alexandria
Average
$10, 141
Print
Upgrade
Online
Video
Original Buyer
Source
Sale Price
Newspaper
2,100,000
Internet
960,000
Signboard
883,000
Internet
980,000
Internet
800,000
Newspaper
1,040,000
$1,127,167
14.
15.
16.
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
$592k
½ Page ad
+24%
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
23. 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
24. 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
25. 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
26. 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
