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In this week's e-marketing tip, we'll finish our series on using "Agent Controlled" virtual tours as a listing presentation advantage for you.
First, let's go back in time, before the listing appointment. Do you send a pre-listing package? Let's see how you can use virtual tours to help get a Seller's attention before they ever meet you!
A pre-listing package is like any marketing package that sales people use to help get a face to face appointment. You're using printed or multimedia materials to show your advantages to a prospect before you meet them. You're trying to hit their hot buttons and get a face to face appointment where your winning personality will take over and close the deal! Your local market probably has many similarities to many markets around the country. Millions of consumers routinely use the Internet to shop, compare, buy, communicate, and get entertained. These people have come to rely on the Internet to save them time, provide them with more choices and become educated in products, services and the companies with whom they choose to do business. Why shouldn't you leverage the Internet to meet their expectations to help them decide to hire you to sell their home?
Now you already use email, and probably have at least one website. Your listings are shown on national portals and maybe some local or regional MLS oriented sites as well. Maybe you even get virtual tours done for some of your most expensive listings. So what? Isn't almost every Realtor in that position today? You still need an advantage to get the consumer's attention and draw them to you!
Let's talk about your strengths and your market conditions. Do you specialize in particular neighborhoods or developments? Is your success rate higher in a certain price range? Do these properties appeal more to first time buyers or people moving up? Is it a tight listing market or do your listings typically stay on the market for several months?
Most people don't really want to receive a thick package in the mail that describes you, your 20 years of experience and your credentials in complete detail. They do want to grasp quickly how you will help them achieve their own goals. Most people grasp visual marketing very quickly. Use this to your advantage! Keep your printed materials brief and direct prospects to your website to learn more about you and what you do. A website is much easier and more cost effective to keep fresh and updated than a stack of flyers.
Do you specialize in the Whispering Oaks subdivision? Then show a virtual tour of this community! Virtual tours don't have to be just about one home. This type of virtual tour really shows your expertise in Whispering Oaks and sets you apart from other listing agents! Do you show virtual home tours of all your listings on your website? How about virtual tours of listings that have recently sold? Of course these won't be on Realtor.com or other listing sites, but with an agent controlled virtual tour such as VisualTour.com, you can show your recent sales success - not just current listings (especially if you don't have many!).
What else can you do to grab the Seller's interest and show how you are different? Why not include an inexpensive diskette or even a CD-ROM in your pre-listing package that has a virtual tour you've created of another home you've sold in their neighborhood? Here's another idea... why not put together a multimedia presentation about YOU and include it on the diskette or CD? Too expensive to produce? You can use VisualTour.com's software to create a stunning multimedia Personal Promotion Presentation. What would you include? Photos of you and your assistant or team if you have one. Include local property and community photos. Add a testimonial from an ecstatic client. Include a voice narration to really grab their attention! Tell the prospect that you'll create 25 of these same diskettes of their home's virtual tour to leave in their home for interested buyers and other agents to take! And of course make sure you include a "hot link" from the diskette presentation back to your website!
As we highlighted a couple of weeks ago, today's home selling and buying consumers demand their Realtor be Internet Savvy. Do you see how using this type of inexpensive yet high impact multimedia / virtual tour technology will put you head and shoulders above your competition? The Sellers who receive your pre-listing package will!
In future e-marketing newsletters we'll cover other marketing and photographic tips. Stay tuned!
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