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February 2009
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Why You Should Love the Internet Savvy Homebuyer
If you still remember the days when realtors clutched their MLS books as their most precious possession, be glad those days are over. Today’s web surfing homeowners make better clients in more ways than one...(More)
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Taking Care of Well-To-Do Clients
People with lots of money to spend on a home aren’t looking for just a luxurious abode; they want different treatment from their realtor...(More)
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Taking Your Client on a Road Trip
They’re a little worried about being held captive in your car. You’re busy trying to locate the next house on your tour while acting as the charming host. Then, there are the kids to consider. Never fear, there are ways to make that all-important road trip more enjoyable for all...(More)
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Turn a Piece of Real Estate into a Dream Home
You can easily make any house look more desirable without being an advertising whiz. Thinking like a homebuyer not only makes your home marketing efforts more productive, it doesn’t take any more time, energy, or money!...(More)
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DID YOU KNOW?
The AmeriSpec® home inspection process usually takes two to three hours depending on size, age and condition of the home, and any additional services provided.
For more
information please visit www.amerispec.com
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Why You Should Love the Internet Savvy Homebuyer
Nearly three out of four homebuyers use the Internet to help them find a home. There was a time when that statistic would alarm realtors: by losing control of home listings, they feared they would lose clients.
However, just the reverse has happened: a substantially higher percentage of Internet users sign with agents than non-users. Even better, Internet shoppers tend to have more money to spend than those who don’t check out home listings online.
That’s just the beginning of the good news for realtors. Your Internet savvy clients actually make your job easier from start to finish.
• They do a lot of the early work for you. Internet shoppers might spend weeks perusing online before they select an agent and get serious. That means they have already gotten a fairly good idea of what and where they want to buy; that’s homework that pays off for you.
• You probably won’t have to show as many homes. Since almost every home is listed online, your clients can compare a vast number of homes without any time investment on your part. These clients may only want you to take them to the most promising locations. In fact, Internet shoppers typically look at only half the number of homes as non-Internet users.
• Internet shoppers tend to be happier with their realtors. In fact, they’re almost twice as happy with their transaction experience as non-Internet users. Because they bring greater knowledge of the real estate market to the table, they actually have more trust and appreciation for the specific advantages a realtor offers.
Obviously, Internet-oriented homebuyers make great clients. However, if you want to be a great agent for them, use the same tools they do:
• Have a presence online that shows your professionalism. Include links to homes you have listed as well as financial services and other information that homebuyers need.
• Use email to communicate and do it quickly. Don’t limit checking online messages to once a day. In fact, investigate the technology options that allow you to check email from your cell phone or other wireless devices.
• Respect their knowledge, but don’t sell yourself short. Remember, you can bring them information on brand new listings before they reach the web. After all, the Internet is only a tool. It’s your expertise that brings real value to your clients.
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Taking Care of Well-To-Do Clients
Sellers and buyers of luxury homes can be a little more demanding… and a lot more profitable. If you are interested in pursuing this lucrative niche market, it might mean some changes in the way you do business.
Keep It Quiet.
Many people in the luxury home market are CEOs or other people in the public eye. As such, they prefer to keep their financial dealings as private as possible. This is not a time for bragging. Saying, “I’m selling Mr. Moneybag’s house,” is sure to get you fired and also assures that you will never get business from others in that circle. Whether they are buying or selling, protecting the privacy of VIP clients is the single most important part of your job.
Have Patience.
Well-heeled customers can be much more particular, meaning it may take far longer to close a deal. The prospect of supporting multiple homes does not phase this market; especially as almost one third of them pay cash for their homes. It can take months to satisfy their wishes, whether buying or selling.
Stay Organized.
Create a binder especially for your well-to-do client and keep it current with information on listings, comparables, and other pertinent information. If you are selling a home, be there for every viewing and keep a record. If you are looking for a new home, preview each home you want to show.
Be Flexible.
Well off clients also tend to be very busy people. You might find yourself rescheduling appointments or waiting for late arrivals. All you can do is keep the lines of communication open and plan to use that unexpected free time to your advantage.
Treat Them Special.
Don’t include VIP clients in your regular marketing efforts. Generic mailings and emails will not impress and could irritate them. Instead, consider occasional hand written notes or forward news articles that are relevant to their home or other special interests. Keep all your communications personal and unique in order to build your relationship over time.
Along with bigger commissions, high-end clients bring other advantages that make them worth the extra effort. Financing will not be an issue. Contracts tend to be more straightforward, without deal-delaying contingencies. These clients also tend to have more market savvy, as they require less hand holding and have more sophisticated questions.
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Taking Your Client on a Road Trip
You listened to the home shoppers want list. You conducted a thorough online property search. You called all the listing agents to set up appointments. Now, all you need to do is take the home buyers around town and wait for some home to win their hearts. If only it were that easy!
These road trips are stressful for all the parties. You have to juggle paperwork, maps, and conversation. Clients can feel uncomfortable giving up control by letting someone else drive them. And, if there are children along for the ride, the whole experience can become a three-ring circus instead of a successful home-shopping excursion.
Fortunately, there are things you can do to make everyone more comfortable and more focused on the job at hand – to find that perfect home.
• Invest in a Global Position System (GPS). A GPS eliminates the need for maps, keeps track of where you’ve gone, and keeps you from getting lost. Prices have come down significantly. If you already have one in your car, you might want to invest in a portable GPS for those times when home buyers resist letting you take the driver’s seat.
• Give your clients their own copies of your print outs, as well as a pen and a clipboard. Be sure to number the home printouts in the order you’ll be visiting them. This makes clients feel more in control of the situation, gives them a place to take notes, and helps them keep track of the advantages and disadvantages of the various homes you visit.
• Carry a cooler. Stock it with bottled water, juice and soft drinks. Or, plan to stop at an ice cream parlor or another place where everyone can have a little refreshment and use the facilities (your treat of course).
• Entertain the kids. Think of quiet activities. Of course, if your vehicle is equipped with a DVD player and monitor, you can suggest for your clients to bring along their children’s favorite programs. Otherwise, consider hand-held electronic games (with the sound turned off) or age-appropriate books (with lots of pictures). You can either create a stockpile of items to use again and again, or consider them as small gifts.
Once everyone is relaxed and comfortable, the focus will be on finding that ideal home and not on the inconveniences of the journey.
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Turn a Piece of Real Estate into a Dream Home
How many home for sale ads read almost exactly the same: a list of living spaces, the number of bedrooms and baths, lot size, and location? That doesn’t exactly communicate a lot to prospective homebuyers, and it certainly doesn’t project an appealing image. Of course, in classified ads every word costs, but it’s just as important to make every word count.
Attractive images are equally important. With more and more homebuyers starting their search on the Internet, it pays to take a little more time to capture attractive photographic images of a home for sale. After all, a picture is worth a thousand words. Those words should all say positive things about the property you’re offering for sale.
Paint a Picture with Words.
While homebuyers talk about investment value, schools, and other practical issues; buying a home is still a very emotional experience. You can use your marketing materials to create an emotional connection with potential buyers before they even see the home.
Instead of just using plain, unemotional facts to describe a home, try to show how the features of a home will enhance a shopper’s lifestyle by making them personal and emotional. Potential buyers will spend more time with a print or Internet listing that appeals to their emotional side as well as their rational side.
For example, describe a home as being “child-friendly” or “welcoming to family and friends.” Instead of saying the traditional “open and airy kitchen,” consider phrases like “kitchen designed to encourage family togetherness” or “gourmet kitchen for serious food lovers.” Phrases like these paint a lifestyle picture that reflects homebuyers’ dreams much more than a mere architectural description. Instead of “professionally landscaped,” try “landscaped for entertaining” or “open space for active family.” Again, readers imagine themselves using the space. And, that visualization puts them one step closer to buying.
Create Images that Truly Communicate.
It isn’t necessary to hire a professional photographer to get compelling images of a home. All it takes is a little forethought and a critical eye – skills real estate professionals have in abundance.
Make sure the homeowner knows when you plan to take pictures. With your advance notice they’ll make sure the yard is cut, debris raked away, and children’s toys stored. If you plan to take photos inside as well – and they’re well worth the extra effort – the homeowner can make sure everything is neat and tidy inside, too.
Before scheduling your visit, take into account which direction the home faces. To make a home look bright and inviting, you want as much sun shining on the front of the house as possible. By all means, avoid taking a front view picture when the sun is behind the house. The home will look shadowy, dark and unattractive. For homes facing east or north, take your curb view picture very early in the day. Homes facing west or south look better when shot later in the afternoon.
Inside the house chose views that emphasize home features rather than furniture arrangements. Fireplaces, bay windows, luxury baths, kitchen islands, and attractive entry halls are all possible candidates for interesting pictures. Once again, be conscious of sunlight as well as lamplight. Bright sunshine streaming in through a window might look good in person, but in a photo all you’ll see is the glowing window, while the rest of the room will look dark. You may actually be better off with window shades partially drawn and interior lighting turned on. With today’s digital cameras, there’s no reason not to take a few pictures with different light combinations to get the best possible look.
Every home shopper has a unique image of that dream home. The closer you come to conveying the emotional appeal of your real estate offerings with attractive photos and compelling language, the closer you are to making their dream – and yours – come true.
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