Typically, most agents follow a similar process after receiving an initial sales enquiry. The contact is usually made via phone or email, after which a pre-listing kit is sent out to the prospect in the hope of locking in a sales presentation. But it’s worth asking the question: Is this approach establishing a strong enough point of difference?
As with any form of marketing, it’s vital to know who your target market is. Understanding your potential client is the key to effectively pitching your services to them. For example, the owner of a multi-million dollar property may respond positively to a glossy brochure, however will the owner of your average family home respond in the same way? Or will they feel like you don’t understand them and prefer a more personal approach?
Digital vs traditional
Perhaps the answer lies in the use of digital technologies rather than traditional print media. By putting together digital pre-listing kits, you may be able to leverage your marketing and pitch to several different client types without the effort or expense associated with printed materials. By doing this, you can have several pre-listing kits ready to go, each customised to the potential client.
A digitised version can also bring your services to life by utilising tools such as videos, photos and graphics in a more interactive format. For many clients, the ability to click a link within an email to find out who you are and what you can do for them is far more attractive and user-friendly than wading through written content. And for agents, it can be more effective if you can introduce yourself and your team via a profile video, not just with a headshot and accompanying bio.
Engage your audience
Although you may like to convey the fact that your agency is the best and only choice for your client’s listing, make sure your pre-listing kit is not just one big boast. Clients can feel uneasy if everything is a little too slick and ‘salesy’. Your kit should convey experience, competence and professionalism, however it should be free of any jargon.
Remember that your prospective clients want to feel understood. They should feel like you’re genuinely on their team. That’s why your email needs to act as a highly effective cover letter; something real and meaningful that resonates with them and invites them to click the link to find out more. You need to be the answer to their questions and the solution to their problems. After all, it’s about establishing rapport and a building relationship.
One of the best ways to do this is through stories. Tell them some stories about clients you’ve helped recently; clients just like them. Then back up your stories with testimonials.
A visual journey with a clear roadmap
Research suggests that 90% of communication is visual, so it’s imperative that your pre-listing kit is highly visual to complement what you’re trying to communicate to your client.
Your kit should also be like a roadmap that informs your client about the entire process of listing with you. Tell them everything and answer their questions by including things like:
- Information about yourself and your experience
- Biographies of your team
- Your track record, including relevant case studies
- Testimonials (social proof that you’re good to work with)
- Market statistics
- Community partnerships
- Your sales process (so they know what to expect)
- Sample marketing plan
- Pricing information (i.e. how you’ll price their home)
- Sample paperwork
- Your company’s history and achievements
- Helpful additional information such as suppliers and partners you’ll work with throughout the sales process (e.g. photographers, stylists, marketing professionals)
Regardless of whether it’s in printed or digital format, a pre-listing kit is one of the key ways in which you convince a vendor to list their property with you. If you get it right, you’ll have a high chance of securing a contract before you’ve even walked through the front door!