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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 could possibly be the distinction you’ve been on the lookout for.
McCallum got here into actual property realizing there needed to be a greater method 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 might inform the story of the houses his shoppers entrusted him to promote. Telling these tales by video has helped him and his group persistently shut in extra of $100 million yearly and construct a YouTube channel with over 48,000 subscribers.
His concentrate on itemizing movies not solely helps him promote his present listings but in addition 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 provide help to take extra listings.
Outline a minimal stage 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 spotlight each little factor they do within the itemizing presentation, however that none of these actions are precise differentiators.
He urged 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 discuss all of the issues we’re going to do in your itemizing that I consider you ought to be anticipating from each agent you interview.
Listed here are a couple of examples of what I name a minimal stage of care: continuous communication, nice suggestions from showings, open homes, recommendation on staging, and making ready your own home on the market. It’s best to count on greater than drone pictures, social media, an indication within the yard, and even skilled pictures. These are issues some brokers will are available and describe as a part of their normal 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 another brokers you is perhaps assembly with.”
This framework does two issues: It permits McCallum to reduce all of the issues most different brokers boast about doing. An instance is one other agent may say, “We do drone photography,” and the vendor is considering, “Well, of course you do, Brad said that should be expected as a minimal level of service.”
It additionally helps you come back the main target to the very factor that obtained you the appointment. For McCallum, it’s often his movies. For you, it might be your geographical farming or involvement in the area people. No matter it’s for you, concentrate on 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 primary viewers that each advertising and marketing piece needs to be targeted on: potential consumers.
He then shares the next with potential sellers:
“The most important mistake most owners make is considering they’re hiring somebody that might be promoting their dwelling. However 97 p.c of the time, the itemizing agent doesn’t converse to the client. In 97 p.c of the gross sales, it’s the purchaser’s agent who communicates with the client and sells your own home.
However a purchaser’s agent doesn’t have any pores and skin within the sport, whether or not they purchase your own home or one other dwelling. That purchaser’s agent goes to promote them the house they need to purchase. So, by video, we’ve discovered a method to bypass the client’s agent and converse on to that potential purchaser.
I need to be the one who tells the story of how the solar comes by that window within the morning, what it’s meant to your loved ones to have a yard this measurement, 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 file is your phrases popping out of my mouth, chatting with the potential purchaser’s ears. This bypasses the client’s agent and provides us the power to promote your own home by talking on to the client.”
Share ‘inside ball’
“Inside ball” is a reference to sharing one thing that the general public might not be conscious of, however the folks in an {industry} perceive. McCallum stated they make investments some huge cash in advertising and marketing a house, so he solely desires to checklist houses which might be 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 form of an inside-the-industry time period, and it references brokers that may inform you no matter you need to hear concerning the checklist worth to allow them to get the itemizing to then flip round 30 days later and inform you that you have to cut back the worth to get the house bought.
So, right here’s the factor: on the threat of shedding your online business as we speak, I need to select honesty and have an actual dialog concerning the worth of your own home. Right here’s an instance of why I wish to talk about this earlier than we go over the valuation evaluation of your own home.
If you happen to inform me your own home is price $1.2 million and I inform you it’s price $1.1 million, you’ll instantly assume I’m simply attempting to get you to cost your own home low to get it bought rapidly. Plenty of brokers will inform you no matter you need to hear, so be sure to allow them to inform you about their ideas on worth earlier than you inform them yours.
That manner in case you inform them the next quantity they usually say sure, I believe we will strive it at that worth, then you definitely’ll know they could possibly be, as we name it within the {industry}, ‘buying the listing.’
After I go over these numbers, they might be increased than you thought or they might be decrease than you thought, however earlier than I begin, I need to guarantee you that these numbers are based mostly on comparable gross sales and that it’s my trustworthy opinion on the place your own home must be priced to maximise the gross sales worth for you.”
Naturally transfer into the following steps
Many brokers stumble in the case of asking for enterprise. McCallum believes transferring ahead needs to be the pure subsequent step. That is an instance he gave of how this transition occurs naturally:
“So hear, in case you guys need to transfer ahead, it does take a while to get our media group scheduled.
We will 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 by the enhancing course of and to arrange our advertising and marketing. With that in thoughts, we could possibly be in the marketplace by two weeks from now if that works for you.”
The circulate of this itemizing presentation is pure and clearly communicates how the McCallum Group helps their listings get bought by their advertising and marketing. 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.
Jimmy Burgess is an actual property agent and nationwide group builder with Actual Brokerage in northwest Florida, servicing the 30A, Destin, and Panama Metropolis Seaside markets. Join with him on Instagram and LinkedIn.
