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Innovative Presentations
Land the Listing/Users/adamp/Desktop/Stuff for FAR/Magazine Assets/NOV08/images/LandListing

We’ve got listing presentations that will knock your socks off!

Landing the listing requires an outside-the-box strategy. Here are three innovative ways sales associates are wowing new customers:

The innovative idea:
A service pledge.

The biggest complaint among sellers? Performance. “‘My last agent never did anything to sell the house’ [is a common complaint we hear],” says Jeff Shaw, CEO and president of CENTURY 21 Shaw Realty Group of Valrico.  

“We solve that issue before they walk in the door.”

The sales associate presents a calendar filled with committed dates for marketing initiatives and then signs a service pledge.

Cost: Nominal. Desktop publishing software that prints calendars.

Number of new customers: Doubled, companywide, in seven months, according to Shaw.

Why it works: “You’re making a real commitment to the seller and honoring it. You can add fancy tools and other things, but in the end, that’s what it comes down to. You earn their trust.”
The innovative idea:
A niche-tailored marketing plan.

Coldwell Banker Residential Real Estate in Boca Raton developed the “Previews Concierge” program for $1.5-million-plus properties, says Mitch Greenberg, who tested it this year during his listing presentations.  The niche: celebrities, athletes and CEOs.

Customers receive 30-second TV spots on cable channels such as Fox and ESPN, catered brokers’ open houses, a property portfolio distributed to 46,000 buyers with incomes upward of $750,000, previews in Exceptional Home magazine and color ads in Luxury Home magazine (circulated in 80 countries and in first-class airline cabins and luxury cruise ships). A concierge handles all marketing arrangements for the sales associate.

Cost: $3,200, paid by the sales associate.

Number of new customers: Three in one year, all of whom have both bought and sold from Greenberg.

Why it works: “I usually wait until the end of the listing presentation to show the sample TV spot. When they see that and realize the demographic we’re looking to hit, it’s like a light bulb has gone off in their heads.”

The innovative idea:
A personalized, interactive Microsoft PowerPoint slideshow.

Lenore Treiman and her son Daniel, of Michael Saunders & Co. in Sarasota, transformed a general PowerPoint template into a custom-made presentation. A professional photograph of the seller’s home is accompanied by the question, “How would you like your home to benefit from my listing presentation?”

Forty slides, some of which are animated, feature qualifications; values and sales results; company background; affiliations; planned marketing; Treiman’s Web site; virtual tour samples; and testimonials. “I get the majority of listings from this presentation,” she says.

Cost: Free for Treiman, but her son charges $399 to produce the presentations for others.

Number of new customers: 25 in 2007.

Why it works: “It allows me to present a lot of information in a succinct, easy-to-look-at, easy-to-understand way,” say Treiman.

Heidi Russell Rafferty is Kentucky-based freelance writer.