SELLING + MARKETING PROPERTY
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What marketing skills are critical for agents now and in the future?
With so many avenues and platforms, real estate marketing today is a complex machine. Traditional marketing techniques are no longer enough. Instead, agencies need to focus on effective marketing – creating a campaign that has maximum reach within a scalable model. Here we look at the types of skills you need in your team: internal, external and your own. THE…
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Off-Market is the New ‘On’ Market: Liane Fletcher
Australia has long had a love affair with property and the predominant East Coast method of sale has been by public auction, a quick and clean process that has brought excellent results over recent years in a rising market. While there is little doubt auctions will remain popular, the recent cooling of the property market has led to fewer auctions…
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7 Habits Of Highly Successful Agents: Kylie Davis
Indeed, with just 14 per cent of buyers rating their agent experience as excellent, it makes a lot of sense to identify the practices that facilitated outstanding buyer experiences as it is these agents who really stand out and have a competitive advantage. Here are the behaviours guaranteed to facilitate happy buyer journeys. 1. Be knowledgeable Knowing what you’re selling is…
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Best Practice: Some Advice for Creating Better Digital Ads
We’ve had the privilege of serving over a billion ad impressions on behalf of over 40,000 real estate agents. And in that time, we’ve been asked over and over again: what are the best practices for these ads? Here are our top tips: DO INCLUDE A CALL TO ACTION. Your prospects need to be told what to do – even…
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Ask the Coach: How to Stand Out in your Marketing Campaign
As a new agent who’s about to launch a marketing campaign, should I take the risk and stand out with a bit of pizazz? Conservative or be a purple cow? – Leanne Druery, Gardian Real Estate I believe before knowing which path to take with a marketing campaign you need to ask yourself some of the following questions. Do…
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13 signs your brand needs a full make-over
Just as we humans sometimes need a makeover, so do brands. Makeovers of brands can vary on a scale from a minor refresh to a full rebrand or new brand name. Recently we have seen refreshes of known industry brands such as Barry Plant and hockingstuart, and Ray White. A refresh or rebrand is a powerful strategy that can greatly benefit…
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Fortune favours the brave, when it comes to auctions: Haesley Cush
Fortune favours the brave. It’s an expression I’ve used a few times over the years. But I have referred to this a bit recently as I’ve found a few buyers of late seem to have a limited understanding of auction and subsequently are turning up yet planning on not participating. However by not bidding and letting the property pass in…
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Ask the Coach: Claudio Encina – Educating Buyers in a slow market
Top coach Claudio Encina is back to answer some of the final questions from the Transform 2017 #supersix concerning managing vendor expectations in a slow market and how to get sales targets back on track. Q. What are some tips for helping and educating buyers in a slow and falling market, while still keeping their experience as positive as possible?…
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5 Lessons from AREC 2017: Kylie Davis
Get back to basics, do the work, give before you expect to receive, be accountable and stop ignoring buyers – AREC 2017 was a rapid-fire festival of great advice that highlighted how, despite all the new technology, there are no magic bullets in real estate. The sessions started off with Scott Harris who set the scene for the two days by…
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The Ecosystem of Experiences
The evolution of our industry is clearly about putting the customer, and the experience of the customer, at the centre of our universe. But that’s not all it will take to future-proof your business, says Mark McLeod. A s I have said and written many times, the question remains: who is our customer? Most agents believe their customer is their…
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Using Video As the ACE In Your Marketing Pack
It’s indisputable that videos in advertising make a huge difference to your marketing campaigns. Statistics show that using videos to take people on virtual tours, or an agent profiling the property on a listing, can increase sales success by as much as 400 per cent. That’s nothing to be sneezed at. But how can you use it to your best…
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How to shape a great real estate brand in 2017
Leading real estate agencies need to think outside the square and apply modern approaches to their brand identities through new techniques in digital design, visual imagery and tone of voice. Mark Cairns from CAMPAIGNxpress shares what he and other industry brand marketers have identified as important considerations in 2017. There’s no doubt that a strong, modern brand is imperative to…
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Top Moving Tips to Give Your Clients
In today’s highly competitive real estate market, it’s important that you provide assistance far beyond simply helping clients sell or buy houses. You need to be armed with a whole range of information, designed to help clients throughout every step of the buying and selling process. Moving house is a huge part of this process. Sally Wood from Kent Relocation…
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Much More Than Marketing: Peter Hanscomb
Some years ago, it was set up that real estate agents in Australia should be perceived as property marketers. This was probably the worst thing we could have done; instead we should be positioning ourselves as advisors and negotiators, says Belle Property CEO Peter Hanscomb. Yes, as agents, we do market property; but it is one of the easiest things…
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Buyer Perceptions: How Do Your Clients Rate You?
One of the greatest stories real estate agents tell themselves is that buyers and sellers are two different types of customer who need to be treated differently. But agents who ignore buyers to focus on vendors they can pitch to in the short term could be reducing their leads by as much as 75 per cent. The new Buyer Perceptions of…
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Ask the Coach: How Can I Start To Develop Market Share?
Real estate coach and performance mentor, Claudio Encina is in the hot seat answering your most pressing questions around everything to do with sales productivity and process. Q. I have some agents dominating my marketplace. How can I start to develop market share? What’s the formula? Rod McGrath – Professionals Allawah You are either dominating or competing in your marketplace.…
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Reader’s Choice – Top 10 Marketing Articles for 2016
Here is a list of your favourite marketing articles for 2016 based on the number of views/reads – in no particular order! The emerging area of content marketing proved a big hit this year so we will certainly be looking to give you more on this subject in 2017. 1. Market Your Listings to the Right People on Facebook Facebook has…
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List Sell Negotiate 2016 Takeaways: Craig Fine
Maintaining a hunger for learning is what sets apart the great agents in our industry. We asked Craig Fine from Sydney Sotheby’s International Realty to be our roving reporter at Josh Phegan’s List, Sell, Negotiate. Here he shares his top 10 takeaways from the event for agents, like himself, who are starting out but have a passion to achieve. 1.…
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Ask the Coach: Industry Trends in 2017
Real estate coach and performance mentor, Claudio Encina is in the hot seat answering your most pressing questions around everything to do with sales productivity and process. Q. What trends do you see in our industry heading into 2017? Ian Qui, Morton Real Estate Pyrmont There are a few emerging trends as we head into the new year, but the…
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Why Personal Branding is Essential for Real Estate Agents
Personal branding – it’s the buzzword of the moment, and for real estate agents, it is critical to every sale. Standing you apart from the crowd, making you memorable to vendors, authentic personal branding can be the difference between success and failure. We all know that effective branding is a critical component to business success. From the start-up handing out…
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Content Marketing – How to Become the Local Expert
Content marketing is the current buzzword bouncing off the walls of conference rooms and being discussed by business coaches around the country. However, most agents are still confused and overwhelmed about what they need to do to make a start in this fast-paced digital world of marketing. Data expert Nathan Krisanski explains. The phrase ‘content marketing’ gets used to describe…
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Helping vendors prepare their property for sale
Getting the presentation of a listing right could be the difference between a mediocre final sales price and a hugely successful sales campaign, says Justine Stedman. There are many factors that create a well-styled property. Of course, the furniture should look beautiful and instantly lift the visual appeal, but there are other psychological factors at play. A well-styled property is…
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Digital Innovation and the Art of Storytelling
ANASTASIA FAI, a media industry entrepreneur who founded the video production agency Style & Image, is the creative force behind an interesting new video approach to property marketing. The short film ‘Sunday Blue’, produced for Besser & Co, showcases a day in the life of a listing at 4/24 Hyslop Parade, East Malvern, in Melbourne. We caught up with Anastasia…
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Renovation Rules: Top 7 Tips and Trends For 2016
THE AVERAGE AUSTRALIAN HAS been given a whole new level of confidence when it comes to renovating. Shows such as The Block, Renovation Rumble, House Rules and Selling Houses Australia have changed the way we look at the idea of renewing our homes and simplified the process so that anyone can do it. Sydney buyer’s agent Amanda Gould shares her…
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Why ‘No Sale No Charge’ is Not the Best Idea
Tom Panos on Sky Business News this week reminds us of the concerning idea of ‘No Sale No Charge’ in real estate. A property’s marketing campaign should not be buried under the rug, and Tom recommends implementing a ‘performance-based fee’ as a commission accelerator. Watch more below:
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Real Estate: Is It All About the Money?
IN HIS NEW BOOK, The 60 Second Entrepreneur, CEO and Co-Founder of the Eview Group Manos Findikakis investigates the role money plays in new agent turnover, and why the remuneration an agent receives is of such importance. HAVE A NUMBER of quotes when it comes to money, the following being my favourite: “We all know that money doesn’t make us…
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Millennial Buyers: What Are They Looking For?
IN A FEW YEARS’ TIME, millennials will make up over 40 per cent of buyers in Australia. And with an insatiable thirst for the sensational in all aspects of life, they are no different when it comes to the properties they hope to buy – and their method of buying. Chloe Taylor uncovers what millennial buyers expect in a home,…
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Domain Liveable Sydney: Best selling points for Sydney property
According to the Domain Liveable Sydney 2016 study released this week, the top suburbs of Sydney are not the ones that are the most affordable; they are instead the ones that are considered the most livable. Does your suburb rank? The Domain Liveable Sydney 2016 study rates 555 suburbs from first to worst, with the suburbs ranked based on 16…
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Outsourcing Prospecting: Can It Be Done?
THERE ARE ONLY 24 hours in a day, and most agents appreciate that this acts as an earnings ceiling. But what if you could outsource something such as prospecting? Carl Quested looks at how this could make all the difference to your productivity. WHAT IS CLEAR TO most agents is that if you look at any top performing agent in…
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Targeted Email Marketing: Mining the Gold in Your Database
Previously, Eddie Cetin shared some helpful tips on how to clean up your database and get it fit for a marketing workout. Now he explains how, with a clean database, you can focus on targeted email marketing that maximises retention and minimises unsubscribes. Most agents know email marketing is important, but they struggle to find the time or are unsure…
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Career Stepping Stones
SO YOU’VE BEEN IN SALES for a while and you want to step up. What are your longer term career goals? Virginia Brookes discusses the next steps. NOW’S THE TIME, at the beginning, to become clear on your goals and what you want to achieve from your career. Commit to those goals and map out the path you need to…
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How To Stand Out On The Global Stage (PtII)
IN THE SECOND PART of his series, Jason Hellyer shares his five partnership strategies can level the playing field for smaller agencies looking to break into the Chinese market. I THINK IT’S fair to say that 30 to 40 years ago the local independent agent generally dominated the real estate landscape on their patch. The brand, hanging on the shingle…
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5 common sense questions to build your marketing campaign around
Marketing is an area that’s surrounded by a largely unnecessary amount of smoke and mirrors, particularly at the campaign planning stage. However, it doesn’t need to be that tenuous. Tracey Daniel strips marketing down to its basic, common sense essentials. If you are the person who is eventually paying for your marketing bill, it can often feel like you are…
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5 Trends That May Influence Property in Australia
THEY SAY THAT THE ONLY constant is change, and this is especially true of real estate. Architectural preferences change, new materials become available, construction methods take advantage of the latest technology, home layouts become more in tune with demographic and social changes, and many other factors begin to influence what buyers want – and how real estate professionals should market…
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Effective Sales Management: It’s All About Them
HOW DO YOU GET THE most from your sales team and keep them motivated to achieve outstanding results? Elite Agent Magazine talks with experienced Sales Director Craig Gillies from Coronis to determine the necessary factors for getting the most from your sales team. IN THE LATE 1980s Craig Gillies was studying to become a lawyer. However, his friendship with Andrew…
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