How to prepare for a luxury real estate ad meeting — RISMedia


So you’ve landed your first luxury listing appointment. And now ?

Meeting potential clients, especially higher-priced ones you may never have worked for before, is daunting to say the least.

Your listing appointment is their time to ask you questions, get to know you, and ultimately decide whether or not you are the luxury real estate professional they want to work with. In other words, it’s up to you to shine. To shine, however, it’s important to arrive prepared for your enrollment appointment.

Here’s what it really means to arrive “prepared” for your appointment:

1. Don’t skimp on marketing materials

Potential sellers want to know one thing: that you can sell their home quickly and easily at a price they’re happy with. To demonstrate that before they officially hire you, you need to show them that your marketing skills are up to snuff.

With that in mind, it’s not only important to show up to your appointment with sample brochures and branded presentation materials, it’s also important that the quality of these assets can compete with the high-quality marketing that higher-level customers see it daily (think luxury brands like Chanel, Mercedes, and Porsche).

When preparing, some materials you will want to bring with you are:

  • A set of images or brochures from previous listings, or “specific” brochures you simulated of the prospect’s current neighborhood or home
  • A presentation of your SEO strategy
  • A branded current market analysis (or a branded version of the Institute’s luxury market report)
  • An overview of your results over the past year
  • High quality business cards

While the average luxury real estate professional might balk at the thought of spending more marketing money on high-quality brochures for their listing appointment, an excellent luxury real estate professional knows that spending a little more up front is worth the almost guaranteed return.

2. Research the neighborhood thoroughly

According to luxury real estate marketing expert and CEO of REAL Marketing, David Collins, when prospects ask you if you’ve ever sold a house in their area or the price, what they really want to know is if you can sell the neighborhood.

Your listing appointment is a chance for you to show off how well you can talk about nearby attractions, school districts, restaurants, and anything else that would entice a potential buyer to buy.

Even if you’ve never sold a home in that neighborhood or at that price, having the ability to speak passionately about the lifestyle the home represents during your listing appointment can reassure sellers that your knowledge will also flow into your marketing and tours. .

Prepare to dive deep into all of the area’s strengths and quirks so you can easily reframe the issue in your favor and let your prospects know they’re in good hands.

3. Bring more data than you think you need

Ultimately, sellers rely on you to set price expectations, how long it takes for their home to sell, and what movement is happening in their market. These are all topics you should be prepared to talk about during your sign-up appointment, and you should also be prepared to bring visual representations of data to help your prospects easily follow along.

All of this can be shown with a digital presentation, a well-assembled booklet, or other printed materials.

The problem? Before talking about data and the value of their home, make sure you have established a personal connection first. By the time you start talking numbers, they should already be convinced to work with you personally, rather than just relying on numbers.

Stay on the cutting edge of luxury real estate marketing with our live and virtual trainings

The Institute’s in-person Luxury Live events are back and, for the first time ever, we’ve introduced a Members happy hour to give you even more time to network with other luxury real estate professionals (or aspiring luxury real estate professionals).

The program for these exciting two-day events is based on our proven seven-step luxury marketing model to help you break into luxury real estate or reach the next level in your luxury real estate career.

To learn more and see when Luxury Live is coming to your city, click here.

Diane Hartley is the president of the Institute for Luxury Home Marketing, a leading independent education and designation authority for real estate agents working in the upper-tier residential market. Hartley brings her passion for luxury marketing and more than 20 years of experience growing and leading businesses to her role as President of the Institute.

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