S.E.C. Real Estate Observer

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Are You Prepared for the Upcoming Marketing Session?

For the past few years, Wes Dingler and I have had the privilege to present and expand on Jim Brondino’s legendary Moderating Course. I have been attempting to add some new examples and updates along the way, and it’s always interesting what I remember during reviews of my notes and material from the last few years.

We always revert back to counseling your client. Proper counseling with clients/partners reveals issues and is extremely important. If the client or representative is not prepared, then it’s your job to help prepare, be assertive, and stop a potentially embarrassing situation.

Below are a few oldies but goodies. I believe a refresher from time to time can help us all to sharpen our skills and continue the lineage of our practice.

Make the client prepare and follow up. Know the facts about the Property, Owners, Situation, and Solution before presenting. If the client doesn’t know the answers, make them research and then follow up. If you don’t have the answers, you must have the discipline to wait until you’re properly prepared. Make sure the client understands the presentation process, and explain what happens in the front of a potential investor.

Ask the right questions. Questions should be clear and should provoke or stimulate your client to think. The right questions may even lead to a redefining of their situation. Remember, you are the professional and you need to make sure they provide thorough and detailed information so you can do your job efficiently.

Clearly present the situation, reveal a desired result, and stimulate action. Make sure you don’t get lost in the property details; get to the point (The SIZZLE). You have less than 30 seconds to gain interest or lose attention (socialfactor.com states that millennials will give you less than 8 seconds). If interested, the average attention span for a presentation is less than 5 minutes. Demand attention with your opening statements, the title of the property, and the first sentence in advertising. Always remember: there is no bad property, only bad ownership or situation.

Brainstorm. Take time to be the leader (they didn’t hire you for your looks, I promise), and think through the situation and the possible solutions. Assuming there is no cash for their property, now what? Always avoid killing a thought; you never know what might spark a potential transaction. If presenting to a group, never react with “NO.” Always encourage writing down a thought and discussing face to face.

In summary, know your product, and know your client before you advertise and present a property. We are all professionals and leaders in the industry, so it’s our responsibility to make sure our skills remain sharp and that we represent our clients/partners to the best of our ability by thorough counseling.