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Questioning 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 might be the distinction you’ve been in search of.
McCallum got here into actual property figuring out there needed to be a greater solution to promote actual property than what he had skilled. “I believed all Realtors acquired paid an excessive amount of, did too little, and that they had been all the identical. I had even bought a number of of my houses with the supposed ‘high 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 solution to do issues in another way.”
His seek for a differentiator led him to create cinematic movies that might inform the story of the houses his purchasers entrusted him to promote. Telling these tales via video has helped him and his staff constantly shut in extra of $100 million yearly and construct a YouTube channel with over 48,000 subscribers.
His deal with itemizing movies not solely helps him promote his present listings but in addition 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 allow you to take extra listings.
Outline a minimal stage of care
To tell apart 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 spotlight each little factor they do within the itemizing presentation, however that none of these actions are precise differentiators.
He prompt a dialog with the vendor like the next:
“As a result of I consider our time is treasured, I don’t need to are available in right here and discuss 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 here 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 getting ready your house on the market. It’s best to anticipate greater than drone images, social media, an indication within the yard, and even skilled images. These are issues some brokers will are available in 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 staff totally different from some other brokers you is likely to be assembly with.”
This framework does two issues: It permits McCallum to reduce all of the issues most different brokers boast about doing. An instance is one other agent may say, “We do drone images,” and the vendor is pondering, “Effectively, in fact you do, Brad stated that needs to be anticipated as a minimal stage of service.”
It additionally helps you come the main target to the very factor that acquired you the appointment. For McCallum, it’s normally his movies. For you, it could be your geographical farming or involvement in the area people. No matter it’s for you, deal with 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 offers them the flexibility to achieve the primary 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 dwelling. However 97 % of the time, the itemizing agent doesn’t converse to the customer. In 97 % of the gross sales, it’s the purchaser’s agent who communicates with the customer and sells your house.
However a purchaser’s agent doesn’t have any pores and skin within the recreation, whether or not they purchase your house or one other dwelling. That purchaser’s agent goes to promote them the house they need to purchase. So, via video, we’ve discovered a solution to bypass the customer’s agent and converse on to that potential purchaser.
I need to be the one who tells the story of how the solar comes via that window within the morning, what it’s meant to your loved ones to have a yard this dimension, 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 report is your phrases popping out of my mouth, talking to the possible purchaser’s ears. This bypasses the customer’s agent and provides us the flexibility to promote your house via talking on to the customer.”
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 listing houses which are going to promote. He shared the next “inside ball” story he usually relates.
“Mr. and Mrs. Vendor, have you ever ever heard the time period ‘shopping for the itemizing?’ It’s type of an inside-the-industry time period, and it references brokers that can let you know no matter you need to hear relating to the listing value to allow them to get the itemizing to then flip round 30 days later and let you know that it’s good to scale back the worth to get the house bought.
So, right here’s the factor: on the threat of dropping your corporation in the present day, I need to select honesty and have an actual dialog in regards to the value of your house. Right here’s an instance of why I wish to focus on this earlier than we go over the valuation evaluation of your house.
In case you inform me your house is price $1.2 million and I let you know it’s price $1.1 million, you’ll instantly suppose I’m simply attempting to get you to cost your house low to get it bought shortly. Plenty of brokers will let you know no matter you need to hear, so be sure you allow them to let you know about their ideas on worth earlier than you inform them yours.
That approach for those who inform them a better quantity and so they say sure, I believe we will attempt it at that value, then you definitely’ll know they might be, as we name it within the {industry}, ‘shopping for the itemizing.’
Once I go over these numbers, they could be larger than you thought or they could be decrease than you thought, however earlier than I begin, I need to guarantee you that these numbers are based mostly on comparable gross sales and that it’s my sincere opinion on the place your house must be priced to maximise the gross sales value for you.”
Naturally transfer into the following steps
Many brokers stumble in the case of asking for enterprise. McCallum believes shifting ahead needs to be the pure subsequent step. That is an instance he gave of how this transition occurs naturally:
“So hear, for those who guys need to transfer ahead, it does take a while to get our media staff scheduled.
We will in all probability get on their schedule as early as the center of subsequent week. It then takes them three to 4 days to do their greatest work to create one thing particular via the modifying course of and to organize our advertising and marketing. With that in thoughts, we might be in the marketplace by two weeks from now if that works for you.”
The stream of this itemizing presentation is pure and clearly communicates how the McCallum Group helps their listings get bought via their advertising and marketing. What’s it for you? What makes you totally different from different brokers? Your capacity 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.
Jimmy Burgess is an actual property agent and nationwide staff builder with Actual Brokerage in northwest Florida, servicing the 30A, Destin, and Panama Metropolis Seashore markets. Join with him on Instagram and LinkedIn.
