You’ve just stepped into the world of valuing a stunning home, and you’re excited—who wouldn’t be? But hold on! You’re likely one of three agents vying for the same listing. So, how do you ensure you’re the one they choose? Spoiler alert: it’s not just about your fees. Before you consider slashing your commission to sweeten the deal, let’s explore a more effective strategy. The key is to develop a follow-up process that not only showcases your expertise but also reflects your genuine passion for the property. This will help you rise above the competition and secure that listing.
To help you get started, we’ve crafted the AJ 3-Step Follow-up Process, which has helped us clinch 90% of high-value instructions. Remember, while these steps are powerful, your unique touch is what truly matters!
Step One – Crafting a Compelling Written Proposal
When you’re dealing with a potential client, it’s essential to understand their personality type. For those who are more analytical—let’s call them “left-brainers”—a well-structured written proposal is crucial. Left-brainers thrive on facts, figures, and detailed analysis. They’re not swayed by flashy brochures; they want to see concrete evidence of your capabilities.
So, what should you include in your written proposal to win over these detail-oriented clients?
- Background Information: Provide a straightforward description of their home, highlighting its key features without unnecessary embellishments.
- Agency Overview: Share relevant information about your agency, including the number of branches, years in operation, and areas of expertise.
- Marketing Strategy: Clearly outline the marketing strategies you plan to employ to sell their home. This could include online listings, open houses, and social media promotions.
- Recommended Pricing: Present a well-researched marketing price, backed by comparable sales data and market trends.
- Terms and Conditions: Include a simplified version of your contract terms to set clear expectations.
By delivering a proposal that speaks their language, you’ll position yourself as a knowledgeable expert ready to guide them through the selling process.
Step Two – Engaging Post-Valuation Video
Now, let’s talk about the right-brainers—those who are more visual and emotional in their decision-making. They crave excitement and creativity, and a post-valuation video is the perfect way to connect with them.
Here’s how to create an engaging video that resonates with these clients:
- Personal Touch: Start by thanking them for their time and mentioning something personal from your meeting, like their dog’s name or their recent holiday.
- Purpose of the Video: Clearly state that the video aims to illustrate how you will sell their home at the desired price within their timeframe.
- The 3 Ps: Discuss the presentation of their home, the recommended asking price, and your promotional strategies. Be specific about how you plan to showcase their property.
- Comparative Analysis: Share examples of similar properties you’ve sold, including brochures and success stories to demonstrate your track record.
- Summary: Recap the key points in simple terms to reinforce your message.
- Call to Action: End with a clear next step for them to take, whether it’s scheduling a follow-up meeting or discussing further details.
The Technical Side of Things
- Filming Equipment: You don’t need fancy gear; an iPhone on a tripod will do just fine. No external microphone is necessary for starters.
- Hosting Options: While we use Wistia for our videos, platforms like YouTube (with unlisted links), Vimeo, and WeTransfer are excellent alternatives for beginners.
- Production Tips: Pay attention to lighting—face a light source—and always do a sound check. A whiteboard can help you remember names and key points, and adding a professional touch with an animated logo can elevate your video’s appeal.
Step Three – The Art of Persistence
Now that you’ve wowed them with your proposal and video, don’t stop there! The journey to securing a listing often requires multiple follow-ups. According to the Brevet Group, 80% of sales require at least five follow-up calls after the initial meeting, yet 44% of sales reps give up after just one follow-up. Don’t fall into that trap!
Here are some tips for effective follow-ups:
- Be Tenacious: Don’t just send an email and wait for a response. Show them your determination and commitment to selling their home.
- Diversify Your Approach: Use various communication methods—voice notes, video messages, handwritten notes, and even social media platforms like WhatsApp or Facebook Messenger.
- Seek Permission: Always ask if you can follow up again, so they’re prepared for your next communication.
- Creative Touches: If they seem to be ghosting you, try a different angle. For instance, if they own a restaurant, consider dining there and leaving a positive review. This personal touch can rekindle the connection.
- Focus on Them: Always make your follow-ups about their needs and interests, not just about securing the listing.
- Never Give Up: If you believe you’re the best agent for the job, persist until you secure the instruction. Your dedication will shine through.
Join Us for a Behind-the-Scenes Experience
If you’re eager to learn more about our AJ 3-Step Follow-up Process and how to implement it effectively, we invite you to our Behind the Scenes at AJ days in Windermere. Here’s what you can expect:
- Cost: The day is FREE! We only ask for a small refundable deposit upon arrival, and we’ll even treat you to a delicious lunch.
- Bring a Guest: You’re welcome to bring one guest, whether it’s a partner or a key team member.
- What You’ll Learn: Gain insights into bespoke marketing strategies, team structuring for growth, and our proven processes to elevate your agency.
- Networking Opportunities: Meet dynamic business owners and entrepreneurial spirits, and participate in a free-for-all Q&A session to address your burning questions.
Our sessions are designed to provide a supportive and energetic environment where you can thrive.
In conclusion, transitioning from agent to millionaire in the UK estate agency market is entirely achievable with the right mindset and strategies. By implementing these follow-up techniques and continuously refining your approach, you’ll not only enhance your chances of securing listings but also pave the way toward financial freedom. So, are you ready to take the plunge? Join us, and let’s embark on this exciting journey together!
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When you’re ready, here are 3 ways we can help you:
1. Reach out for a call with Sam – choose from three different calls to help you overcome your specific challenges. All free and without strings. Grab a coffee and let’s get to work.
2. Come and spend the day with Sam and Phil, at AshdownJones’ HQ, in our beautiful Lake District. Meet the team, check out our systems and marketing, and enjoy meeting like-minded (non-competing) agency owners. We’ll even put on lunch! Book your place here.
3. Join our Facebook community of super-ambitious independent agents.
Hope to catch up with you soon and find out how you’re growing your business!
Till then,
Sam and Phil
