The 12 Minute Listing Presentation (Florida & Northeast) / Listing Concierge / Essentials

We appreciate you being here since this program is optional and discusses best practices for your consideration. If you are thinking of adopting any of them, please make sure to review the requirements in your area region with your broker, branch manager, or manager, including those related to contacting consumers. We do want to highlight the importance of the Telephone Consumer Protection act, better known as tcpa. The general rules are that it's okay to call people if the person recently gave you their phone number, but remember to check the DNC lists regularly if they haven't spoken to that person in a while. You will also want to check the DNC list any time you don't have permission. Automated calling texting platforms should never be used. Pre recorded messages in artificial voices should never be used. You will be personally liable for any violations of the tcpa. We'll mention the TCPA a few times throughout this presentation.

Hi, I'm Hilary Nicol and today I'm going to walk you through the new 12 minute listing presentation featuring the Listing Concierge Innovation Package offerings. This presentation is based on our most comprehensive package, Lux, to ensure we discuss every listing concierge offering. The 12 minute listing presentation can be customized in the Moxie present tile on mycvdesk.com and I would also encourage you to learn more by taking our classes offered on CBU and meeting with your local field marketing specialist or Branch manager to help practice your pitch. The 12 minute listing presentation was created for two distinct to help you become a stronger listing agent and to help you articulate Listing Concierge unique value to your sellers, which is really what today's presentation is all about. Giving you the talking points and suggested approach so you are well prepared, rehearsed and confident when you get your opportunity at the kitchen table. Before we jump in, just a reminder of the core tenants of Listing Concierge as it was created for three specific reasons. First, to help you win the listing, especially in a competitive situation, by offering you something no other brokerage has. Also to help you prove your value because it's very important to convey a value proposition that's compelling to your sellers. In the absence of value, all that's left to discuss is price and that price is your commission. And helping you turn one listing into three not only by creating a wow experience so your sellers will tell their friends family leading to more referral business, but also the extensive exposure from the marketing pieces themselves. Now let's go through each page of the 12 minute listing presentation together. The image you see on the right is exactly what the PDF version of the page will look like in Moxie Present when you access the template. Of course, this presentation can be shared in both print and digital format. Now for some of you, the first page of the 12 minute listing presentation will be Local Reach. This page is reserved for those with a number one claim. If you have this page, it's designed to help you establish your expertise in the local market. You'll want to convey that you understand the particulars of their home, neighborhood and regional market, and that you've strategically aligned yourself with the number one brokerage, meaning you are part of an extensive network of agents that control the market share for the area in which you are selling. No one is better suited than you to help them sell their home. Here is an example of what that dialogue might look like. Keep in mind these are only suggestions. Feel free to tailor any of these talking points you hear throughout the presentation. Homebuyers aren't just evaluating how your home will fit their needs, they're checking out your neighborhood too. Thanks to my local market expertise and relationships with offices and affiliated agents across the region, I can create more opportunities to show off your home and your neighborhood's local charm to a greater number of buyers. Coldwell Banker Realty is a leader in and this is where you would insert that number one claim. This is a great segue for since you've discussed the amount of listings that you and your brokerage have sold, now you can talk about how you sold them. This is where you'll first introduce your overall marketing plan. Make sure you take ownership as you run through the presentation. Although Coldwell Banker has curated a lot of these items so it's easy for you to use, this is your marketing plan. Exposure is not only one of the most important elements in finding a buyer for your home, but it also gives you the best chance for highest possible sales price. Part of my 360 degree property marketing and exposure efforts include online and social media advertising, open houses, yard signs, video and email marketing. Before you dive into explaining the value of each item in the listing concierge packet, you can give a 30,000 foot view of your strategy. It's important to mention a digital first approach as this is what's going to set you apart from some of your competitors More Traditional Practices in today's competitive real estate market, the key to success is differentiation, doing common things in an uncommon way. In fact, differentiation from the competition has become the cornerstone of outstanding real estate service. I'm proud to deliver exceptional property marketing that is designed to quickly attract attention and showcase your property with a Digital first structure strategy that maximizes the modern media marketplace. I'm committed to ensuring your property is uniquely positioned to sell. Now when you access the template in Moxie Present, you will see three Spotlight marketing pages that look very similar and those are representative of the three different listing concierge packages, Launch, Reach and Lux. I recommend you remove the two that you don't intend on using and just focus on the one you're proposing for this home. Now we can look at the individual items that make up a listing concierge packet starting with professional photography, which seems to be a standard offering from any listing agent These days. However, very few agents take the time to communicate the why, the who and the what when it comes to photography. This sample dialog will help you hit all three points. The why if a picture is worth a thousand words, then beautiful high quality images could be worth thousands of dollars. When selling your I'll make your property look its very best thanks to professional photography that encourages buyers who are browsing online to slow down and take notice. The who My trusted photographers are experts in the art of composition and particular demands of real estate photography. They aren't just any wedding or food photographer off the street. And of course the what as in what will these photos be used for? These high resolution photographs will be used to showcase the best features of your property across all marketing mediums. Now, if you plan on offering any enhanced photography or videography options like Twilight Photos, Matterport Property Showcase Video, please use this time to expand on those offerings here. It also never hurts to have a few examples of what you've done in the past ready as well. Now let's take a look at how these photographs fit into our larger digital first approach. As a real estate agent, conversion is all about how much someone knows, likes and trusts you. An easy way to build trust is to quote reputable sources like the national association of Realtors and show you have your finger on the pulse of consumer behavior and trends. Thus, your marketing plan is built on data that will lead to results. You'll see this throughout the presentation and I encourage you to learn these stats as part of your day to day vocabulary. You'll be surprised at how often you use them. The dialog for the most visited real estate Brand online page could look something like this.

According to the National association of Realtors, 100% of buyers use online tools in their home search process in order to meet buyers where they are. Align yourself with the number one most visited real estate brand online. You see your chosen partnership with Coldwell Banker is powerful and being the 1 most visited brand online is cool. But why do your clients care? Make sure you're always bringing the point back to how this will help them sell their home quickly and for top dollar. For example, the Coldwell Banker brand is recognized around the world because we are leaders in virtually every aspect of the business. More online traffic translates into more potential buyers for your home. No other real estate brand generates more online traffic than Coldwell Banker, with over 141.2 million site visits to Coldwell Banker websites last year alone.

If your client had a list of questions prepared before sitting down with you, I'm sure online exposure on sites like Zillow, realtor.com and Trulia would be at the top of that list. This is your opportunity to have that conversation head on. Now you've already established you know the bulk of people can be found online and and this is how you're going to reach them. You could say something like I have designed a comprehensive marketing strategy focused on the most effective digital channels and will be aligned with the modern media marketplace and consumer behavior. The result? Your home will be showcased across many sites online, putting it in front of potential buyers everywhere you see. Good communication is a determining factor for most when choosing an agent. This is a great opportunity to let them know you'll communicate the success of your marketing plan throughout the home sale process, including those regular website traffic reports. And that conversation could look something like this. We don't just say we're going to get you the most exposure, we show you the results. You'll get a monthly website traffic report showing the overall engagement on Coldwell BankerHomes.com including the number of site visits, saved searches, saved properties and international traffic, as well as traffic from other top real estate websites. Another online source will be your single property website. And I don't think we give the single property website enough credit. After all, it serves as a landing page for much of your digital marketing and where you'll traffic interested buyers. The YouTube ads, the E flyers, even the print material. So much of it leads back to that single property website. And once you understand its value, the easier it will be to have this conversation with your clients. Show buyers your home is worth the investment with a single property website. Unlike listing sites where your home is forced to compete for attention with similar properties, ads and other distractions, a single property website keeps the focus on your home. I'll promote this unique site to potential buyers throughout the property marketing campaign and on social media. When it comes to types of media consumed online, video is King and consumers want to know how you will satisfy the need for video online. The virtual tours provided in all listing concierge orders allow you to post a virtual tour into the mls, which will be rewarded with better placement online on sites like zillow and coldwellbankerhomes.com the National.

Association of Realtors tells us that 38% of buyers watch property videos. In creating a professionally produced photo slideshow of your home, I can engage buyers wherever they are online now. Some of you might consider adding videography services like Matterport or a property walkthrough video, in which case feel free to expand on those specific offerings here.

YouTube advertising is arguably the most exciting piece of your marketing plan. Now there is a lot of detail in the dialogue provided and that's to help your seller understand the genius behind your strategy. It's not simply an ad that you threw dollars at, rather a highly targeted advertisement on one of the world's most visited websites. I encourage you to use every bit of dialogue here as it's really helpful in proving the value of this product. Exposure for online video listings is unlimited, especially on YouTube, the second most visited website online. YouTube videos typically rank higher on Google compared to videos from other host websites, making them more likely to appear in a buyer's online search. We can strategically target buyers based on a geographic radius around your property zip code in addition to their location. Ads will be targeted to buyers based on the affinity in market and life events, meaning we are going to target individuals that spend their time online searching for things like home and garden, real estate, purchasing a home, soon moving, and so many other parameters unique to YouTube advertising. The ad will continue to run until the approximate number of views has been reached. Have a sample of the YouTube ad ready to show your client. You can use a previous order of your own or another from the listing concierge program. They can all be found on your Metro's YouTube channel. It's one thing to talk about the YouTube ad, but to see it in real time and and your client will be able to start envisioning their home with the same treatment. It doesn't matter your client's age or how frequently they themselves use social media. Every client knows it's important and expects you to engage on this front. This dialogue answers any questions the client might have on the why, where, what or the whole. Today's buyers are active on social media, which is why all heavily promote your property on social to generate buzz and attract the attention of potential buyers. This includes paid, geographically targeted ads to consumers who are most likely to buy and leveraging that data to make informed ad decisions. These ads will run on Facebook, Instagram, and over a thousand other websites. I will receive contact details and measurable insights about individuals who engaged with these ads. Now, you don't have to go into too much detail about the ad parameters since you just explained a similar tactic for your YouTube ads just a slide earlier. For those with a previous listing Concierge order, consider sharing samples of what those ads looked like, perhaps a summary report of views or data from multiple ads. You can find all of this information on the Boost tile located on mycvdesk.com Switching gears in the Presentation we're going to talk about email marketing. You send hundreds of emails a day, whether it be to past current clients, agent vendors or other industry professionals. Your spirit is powerful, so why not talk about it and you can say something very simple like My property announcements will reach a targeted segment of my exclusive email list and is an easy yet effective way to connect with buyers, agents and and their networks. Now this speaks to the power of your sphere, but there's also a larger database that you can tap into to get word out about their home, and that is the Area Realtor Notification. This is our chance to inform sellers that not only do buyers use online tools to find their home, they also rely heavily on their real estate agents. And your plan to reach those agents goes far beyond your own brokerage. I think this dialogue sums it up perfectly.

According to the National association of Realtors, 88% of buyers use their real estate agent to find the home that they eventually purchased. I will notify agents in the area once your property hits the market. By mobilizing the real estate community for your benefit, I create more opportunities for agents to connect their buyer clients to a hot new property, further advancing the sale of your home. I will send these emails over the course of four weeks to thousands of agents from Coldwell Banker and and other local brokerages. And of course be prepared to answer any questions the client might have about when this email sends and who it goes to.

Even though your strategy is a digital first approach, some of you may opt for a package which includes or choose to add on professionally printed brochures. Adding a new medium to your strategy Brochures are meant to be left with interested parties to remind them of the best qualities of your client's home to ensure the highest possible price. You don't have to spend too much time talking about brochures. They're pretty self explanatory. It could be something as simple as I'll showcase your home's unique selling points with a professionally printed property brochure filled with high quality photography and powerful content. Please bring samples with you either from a previous listing concierge order or your office may provide seat sample pieces for you to take, bringing in that tactile sense so that clients can hold and feel the quality of what it is you're proposing. Continuing with printed media, we have direct mail marketing, whether that be a postcard or the luxurious trifold mailer that accompanies the silver envelope. It is common practice to send announcement cards to a radius around the property, but rarely does anyone explain why this is so effective. So use this as a teaching opportunity with your sellers. The dialogue could look something like this Specialty marketing like direct mailers serves to set your listing apart and remains an effective add on for directly connecting with buyers in your area. It's a resourceful way to tap into your neighbors networks, creating an opportunity for them to notify their friends and family who are looking for a home nearby. So that's really great at answering the why behind direct mail marketing, but what's really interesting is with the recent addition of QR codes on printed materials, you also have an opportunity to bring that conversation back to how this medium will also support a digital first approach. QR codes are available on all direct marketing, bridging the gap between print and digital, creating more opportunities to connect with interested buyers and as always, bring those pieces with you so people can hold the envelope and feel the quality of what it is you'd be doing for their home. For those with properties that meet a $1 million threshold, please consider using a package that includes or add on the luxury Property Showcase. Your clientele will be looking at your strategy with a critical eye, wondering how you will target the affluent buyer. WSJ or Wall Street Journal and Mansions Global are both highly recognizable names in this space and sure to impress. Inform your seller a feature on WSJ.com and mansionsglobal.com will showcase your property at the top of search results for a geographic area around the listing for 30 days. These sites target high net worth buyers which report with the intent to buy or build in the next 12 months. Leads from these sites will be sent directly to me, the agent for follow up and so we've reached the final page of your 12 minute listing presentation. The Seller Update Establishing transparency and trust is paramount to secure the listing. Saying you're going to do all this great marketing is one thing, but when you introduce the Seller Update, you're holding yourself accountable to the promises you make at the kitchen table. Tell the client I will keep you informed of my 360 degree marketing strategy and progress of your home sale, providing you with a detailed report that outlines everything being done to bring your property to market and maximize its exposure. I will regularly share with you measurable insights from our digital marketing activities. This rounds out the conversation nicely and gives you a great segue into questions from the seller. There are plenty of resources available as you start the journey to refine your own version of this listing presentation. You can access these exact talking points in desk Simply by searching 12 minute in the search bar. Please lean into your marketing specialist. Not only can they help you organize and customize your presentation, they can role play and help you practice your pitch. And of course, Moxieworks is where you can access the template for the 12 minute listing presentation to get started Started. Thank you for your time. I hope you left today's presentation with a greater understanding of what makes listing concierge so exceptional and you're excited to share it all at your next listing presentation.