Social media is taking the place of print media when it comes to marketing a listing. It is no longer enough to plug in data on MLS as consumers are searching alternative online platforms to find their new home. This episode of the Million Dollar Playbook is Part Two of The Power of the Pre-launch. Sharran and Brad Feldman, a professional realtor for Teles Properties, elaborate on the marketing power of drone videos, photos, and social media postings to promote your pre-launch. Tune-in to learn how to leverage the newest technology and create that demand you NEED for your listing.
3 Key Points
- Coupling technology with social media is a great way to market your home and advertise for that pre-launch.
- A realtor’s job is to market a property out to consumers – data entry is NO longer enough.
- Remember to create the demand for what you’re selling.
Show Notes
- 00:30 – “Every listing that we have should make a powerful position and exposure in the marketing place”
- 01:04 – Sharran introduces Brad to the show
- 02:11 – A pre-launch allows sellers to create the demand
- 02:28 – It’s also a leveraging tool for agents to pick up more listings
- 03:13 – Brad shares about his pre-launch event at the Westridge property
- 03:15 – Brad prefers to get 3 solid weeks of pre-marketing to create demand
- 03:34 – Most agents only have MLS as their only tool
- 03:45 – Our job in real estate is to market
- 04:37 – The Westridge property was pre-launched with a drone video on social media
- 04:50 – Brad always launches on a Monday with no showings until the event
- 05:16 – Brad pushed the pre-launch because he wanted people to compete for the property
- 06:01 – Before the event went live, they already had a huge list of buyers
- 06:17 – They advertised it to brokers and to the public
- 06:35 – By the end of the day, they had a cash offer
- 08:19 – Every idea that we take gives us a chance to position ourselves differently
- 08:51 – We have a lot of tools to process our ideas
- 10:22 – When you can show your client your process and explain why 3 weeks are important, it creates more value to the property
- 11:11 – The reason why people put listings immediately on MLS is because they don’t have any other strategy
- 11:23 – You need to find a way to tell your story
- 12:40 – If you’ve never done a pre-launch like this, now is the time to do it!
- 12:50 – You need 3 weeks to pre-market your home using some of the technology available
- 13:41 – You have to know your inventory and stats really well
- 14:08 – Be strategic about how you’re going to get your product to your consumer
- 14:31 – The only way to believe in a process is to go through it
- 15:20 – When you pre-market, you’re able to test results
- 15:58 – A lot of agents struggle because they don’t want to position themselves from the testing
- 16:28 – Brad never encountered an issue when he tells his clients about testing
- 16:47 – Brad’s listing presentations are always case studies
- 17:20 – Brad shares about a guy who had his listing for 9 months with another agent that didn’t sell
- 17:32 – His previous agent kept posting different photos to get activity
- 17:44 – “A lot of people just don’t know how to do it (post properly)”
- 17:53 – The only purpose for photos is to get the clickthrough
- 18:24 – Many agents romanticize their listings – this is the reason why they fail in promotion
- 19:31 – Use each type of media for a specific cause
- 21:01 – Brad uses traditional methods for marketing as well, but they are using cutting-edge technology to get through to their customers directly
- 21:47 – Traditional agents try to put the listing into MLS as soon as possible
- 22:06 – Having a good launch drives demand to your home
- 24:01 – Always ask the seller what their timing is so you don’t lose a listing
- 24:13 – Be honest if you cannot accommodate a listing
- 25:25 – 5 things Brad does in his pre-launch process:
- 25:30 – Pick a date with the sellers
- 25:44 – Schedule a pre-stage appointment
- 25:46 – Schedule photos and videos
- 25:49 – Email blasting
- 25:54 – Doing the copy
- 26:16 – Brad loves social media – it’s the NEW print advertising
- 27:38 – Showing sellers the results is how Brad communicates with them
- 28:58 – Brad shares another story about a property that was listed with his competitors for about 4-5 months
- 29:09 – When Brad got the project, they didn’t reduce the price
- 29:25 – From the pre-launch to the event, they were able to procure a buyer for it
- 29:38 – Sharran’s top 5 takeaways
- 29:42 – The average agent is a data entry agent
- 30:03 – Show your value process
- 30:19 – Think about the the story you will tell
- 30:51 – Base your presentations on live case studies
- 31:42 – Create a website and use it as leverage to create demand
- 32:32 – Learn how to effectively package your property listing
- 33:30 – We have the responsibility to do better for our clients
- 33:40 – End of today’s podcast
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Show Notes provided by Mallard Creatives