Your differentiator is the key to listing more homes

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Questioning tips on how to stand out and differentiate your self from different brokers? Brad McCallum, founding father of the McCallum Group in Calgary, Ontario, units himself aside with high-quality, cinematic itemizing movies, and it could possibly be the distinction you’ve been in search of.

McCallum got here into actual property understanding there needed to be a greater method to promote actual property than what he had skilled. “I believed all Realtors bought paid an excessive amount of, did too little, and that they have been all the identical. I had even bought a number of of my properties with the supposed ‘prime producers’ and ‘luxurious brokers,’ and in the end these experiences felt actually missing worth. I knew if I used to be going to achieve success as an agent, I’d have to determine a method to do issues in another way.”

His seek for a differentiator led him to create cinematic movies that might inform the story of the properties his shoppers entrusted him to promote. Telling these tales by means of video has helped him and his workforce persistently shut in extra of $100 million yearly and construct a YouTube channel with over 48,000 subscribers.

His give attention to itemizing movies not solely helps him promote his present listings but additionally helps him current a compelling distinction from his competitors in itemizing appointments. On this article, he shares his easy-to-follow itemizing appointment course of that may enable you to take extra listings.

Outline a minimal stage of care

To differentiate the McCallum Group from different brokers, he begins the itemizing presentation by defining the actions all brokers ought to carry out. He stated most brokers are taught to focus on each little factor they do within the itemizing presentation, however that none of these actions are precise differentiators.

He instructed a dialog with the vendor like the next:

“As a result of I consider our time is valuable, I don’t wish to are available right here and speak about all of the issues we’re going to do in your itemizing that I consider you need to be anticipating from each agent you interview.

Listed below are a number of examples of what I name a minimal stage of care: continuous communication, nice suggestions from showings, open homes, recommendation on staging, and making ready your own home on the market. You need to count on greater than drone images, social media, an indication within the yard, and even skilled images. These are issues some brokers will are available and describe as a part of their normal of care.

In my thoughts, these are the minimal requirements of care in 2024. So, what I’d love to do is spend most of our time discussing the issues that make our workforce completely different from every other brokers you is perhaps assembly with.”

This framework does two issues: It permits McCallum to attenuate all of the issues most different brokers boast about doing. An instance is one other agent would possibly say, “We do drone images,” and the vendor is pondering, “Effectively, after all you do, Brad stated that needs to be anticipated as a minimal stage of service.”

It additionally helps you come back the main focus to the very factor that bought you the appointment. For McCallum, it’s often his movies. For you, it could be your geographical farming or involvement in the local people. No matter it’s for you, give attention to that as your differentiator.

The worth of video as a differentiator

He then shifts the dialog to his differentiator of offering high-quality itemizing movies. He talks about how the platform they’ve constructed provides them the power to achieve the principle viewers that each advertising and marketing piece needs to be targeted on: potential patrons.

He then shares the next with potential sellers:

“The largest mistake most householders make is pondering they’re hiring somebody that can be promoting their house. However 97 p.c of the time, the itemizing agent doesn’t communicate to the client. In 97 p.c of the gross sales, it’s the purchaser’s agent who communicates with the client and sells your own home.

However a purchaser’s agent doesn’t have any pores and skin within the sport, whether or not they purchase your own home or one other house. That purchaser’s agent goes to promote them the house they wish to purchase. So, by means of video, we’ve discovered a method to bypass the client’s agent and communicate on to that potential purchaser.

I wish to be the one who tells the story of how the solar comes by means of that window within the morning, what it’s meant to your loved ones to have a yard this measurement, or how transforming that kitchen elevated your loved ones’s enjoyment of the house. You inform me the tales after which I’ll talk the tales in a seven-minute video.

The video we document is your phrases popping out of my mouth, talking to the potential purchaser’s ears. This bypasses the client’s agent and provides us the power to promote your own home by means of talking on to the client.”

Share ‘inside ball’

“Inside ball” is a reference to sharing one thing that the general public might not be conscious of, however the folks in an {industry} perceive. McCallum stated they make investments some huge cash in advertising and marketing a house, so he solely needs to checklist properties which can be going to promote. He shared the next “inside ball” story he typically relates.

“Mr. and Mrs. Vendor, have you ever ever heard the time period ‘shopping for the itemizing?’ It’s kind of an inside-the-industry time period, and it references brokers that may let you know no matter you wish to hear concerning the checklist worth to allow them to get the itemizing to then flip round 30 days later and let you know that that you must scale back the worth to get the house bought.

So, right here’s the factor: on the threat of dropping your small business right now, I wish to select honesty and have an actual dialog in regards to the worth of your own home. Right here’s an instance of why I wish to talk about this earlier than we go over the valuation evaluation of your own home.

Should you inform me your own home is value $1.2 million and I let you know it’s value $1.1 million, you’ll instantly suppose I’m simply making an attempt to get you to cost your own home low to get it bought shortly. Quite a lot of brokers will let you know no matter you wish to hear, so be sure to allow them to let you know about their ideas on worth earlier than you inform them yours.

That method should you inform them a better quantity they usually say sure, I feel we are able to attempt it at that worth, then you definately’ll know they could possibly be, as we name it within the {industry}, ‘shopping for the itemizing.’

After I go over these numbers, they might be greater than you thought or they might be decrease than you thought, however earlier than I begin, I wish to guarantee you that these numbers are based mostly on comparable gross sales and that it’s my trustworthy opinion on the place your own home must be priced to maximise the gross sales worth for you.” 

Naturally transfer into the subsequent steps

Many brokers stumble with regards to asking for enterprise. McCallum believes transferring ahead needs to be the pure subsequent step. That is an instance he gave of how this transition occurs naturally:

“So hear, should you guys wish to transfer ahead, it does take a while to get our media workforce scheduled.

We will most likely get on their schedule as early as the center of subsequent week. It then takes them three to 4 days to do their finest work to create one thing particular by means of the enhancing course of and to organize our advertising and marketing. With that in thoughts, we could possibly be available on the market by two weeks from now if that works for you.”

The circulation of this itemizing presentation is pure and clearly communicates how the McCallum Group helps their listings get bought by means of their advertising and marketing. What’s it for you? What makes you completely different from different brokers? Your capability to obviously talk the variations between you and your competitors will result in extra enterprise.

Join with Brad McCallum on Instagram and see examples of his itemizing movies on his YouTube channel.