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Questioning the best way 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 may very well be the distinction you’ve been in search of.
McCallum got here into actual property understanding there needed to be a greater approach to promote actual property than what he had skilled. “I thought all Realtors got paid too much, did too little, and that they were all the same. I had even sold a few of my homes with the supposed ‘top producers’ and ‘luxury agents,’ and ultimately those experiences felt really lacking value. I knew if I was going to be successful as an agent, I’d have to figure out a way to do things differently.”
His seek for a differentiator led him to create cinematic movies that may inform the story of the houses his shoppers entrusted him to promote. Telling these tales via video has helped him and his group constantly 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 degree 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 treasured, I don’t need to are available right here and speak about all of the issues we’re going to do on your itemizing that I consider you need to be anticipating from each agent you interview.
Listed here are a couple of examples of what I name a minimal degree of care: continuous communication, nice suggestions from showings, open homes, recommendation on staging, and making ready your private home on the market. It is best 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 customary 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 group totally different from every other brokers you may be 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 photography,” and the vendor is pondering, “Well, of course you do, Brad said that should be expected as a minimal level of service.”
It additionally helps you come the main target to the very factor that bought you the appointment. For McCallum, it’s normally his movies. For you, it might be your geographical farming or involvement in the area 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 offers them the power to succeed in the principle viewers that each advertising piece needs to be centered on: potential patrons.
He then shares the next with potential sellers:
“The most important mistake most owners make is pondering they’re hiring somebody that might be promoting their residence. However 97 p.c of the time, the itemizing agent doesn’t converse to the customer. In 97 p.c of the gross sales, it’s the purchaser’s agent who communicates with the customer and sells your private home.
However a purchaser’s agent doesn’t have any pores and skin within the recreation, whether or not they purchase your private home or one other residence. That purchaser’s agent goes to promote them the house they need to purchase. So, via video, we’ve discovered a approach 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 document is your phrases popping out of my mouth, chatting with the potential purchaser’s ears. This bypasses the customer’s agent and offers us the power to promote your private home via talking on to the customer.”
Share ‘inside ball’
“Inside ball” is a reference to sharing one thing that the general public will not be conscious of, however the individuals in an {industry} perceive. McCallum stated they make investments some huge cash in advertising a house, so he solely needs to record houses which are 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 ‘buying the listing?’ It’s type of an inside-the-industry time period, and it references brokers that may let you know no matter you need to hear concerning the record worth to allow them to get the itemizing to then flip round 30 days later and let you know that that you must cut back the worth to get the house bought.
So, right here’s the factor: on the threat of shedding your small business at the moment, I need to select honesty and have an actual dialog in regards to the worth of your private home. Right here’s an instance of why I wish to talk about this earlier than we go over the valuation evaluation of your private home.
In the event you inform me your private home is price $1.2 million and I let you know it’s price $1.1 million, you’ll instantly assume I’m simply attempting to get you to cost your private home low to get it bought shortly. Quite a lot of brokers will let you know no matter you need to hear, so ensure you allow them to let you know about their ideas on worth earlier than you inform them yours.
That means if you happen to inform them the next quantity and so they say sure, I feel we will strive it at that worth, then you definately’ll know they may very well be, as we name it within the {industry}, ‘buying the listing.’
After 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 primarily based on comparable gross sales and that it’s my sincere opinion on the place your private home must be priced to maximise the gross sales worth for you.”
Naturally transfer into the following steps
Many brokers stumble relating to 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, if you happen to guys need to transfer ahead, it does take a while to get our media group scheduled.
We are able to 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 greatest work to create one thing particular via the modifying course of and to arrange our advertising. With that in thoughts, we may very well be in the marketplace by two weeks from now if that works for you.”
The move of this itemizing presentation is pure and clearly communicates how the McCallum Group helps their listings get bought via their advertising. 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.
