Too many spend too much time chasing crappy leads and too little time delivering outstanding service to their clients. Unfortunately, some agents never learn this simple truth:
Your old clients are by far the best source of new clients.
Since I started coaching, I’ve purposely slowed down my real estate career, but back when I was earning $800K+ yearly, almost all my business came directly from past clients referring me to their family and friends.
Isn’t that what we all want? Of course— but it doesn’t happen by fluke.
You have to have the mindset that you want to be the best at what you do and be willing to put in the time and effort required.
This business is so much more rewarding (personally and financially) when you spend your time BEING a great agent rather than CHASING crappy leads.
One of the ways I consistently outshine my competitors is by producing compelling MLS presentations. You know, the thing that actually works to generate more showings?
There are two primary components to your MLS Presentation. The first is the quality and presentation of the images.
Spend money on photography
1. Is your photographer merely good? If so, understand that you are a reflection of the other professionals you surround yourself with. Being merely good doesn’t win many referrals. Therefore, always be on the lookout for a better photographer. If they charge a few bucks more, consider it a cheap investment (in your reputation). It boggles my mind how agents will spend thousands of dollars on questionable marketing schemes but then refuse to pay an extra $50 for a better photographer.
2. Spend more time choosing the best images for your presentation. Pick the ones most likely to generate showings and eliminate any that aren’t. Twenty-five great images will make a more powerful statement than those same 25 plus another 25 mediocre ones. Less is more.
Produce better ad copy
The second major component of your MLS Presentation is the ad copy.
First, since it’s all the rage, let’s talk about ChatGPT. Hey, it works! But the output is only as good as the input. So if you can write an exceptional prompt for ChatGPT, you can also produce better ad copy on your own, and it will be more authentic, in my opinion.
This is because, whether it’s another human or AI who writes your ad copy, neither has been to the property! You have.
I can produce better ad copy for my listings compared to ChatGPT. However, this doesn’t preclude you from using ChatGPT to edit and improve the flow of your copy if you want to.
But first, try to write the best copy you can on your own utilizing the following tips:
3. Spend some time seriously thinking about the property’s best features from your target buyers’ perspective. Write them down in point form, then try to include them all in the first one or two sentences. Remember, it’s the most important features that potential buyers want to know about. The reader likely has a short attention span and probably won’t read your entire Ad Copy, so put the good stuff first!
4. Selling a home is a multi-stage process, and the first step is getting interested buyers to physically view the property. Concentrate on creating excitement and curiosity instead of trying to describe every tiny inconsequential detail. A short, powerful presentation is far more effective than a long, boring one.
5. Use a writing assistant like Grammarly. I’ve been using this program for years on everything I write, including this post— it’s awesome.
6. Practice— dedicate some time to nurturing your inner writer. I can write great ad copy for a listing in 10 to 15 minutes, but it used to take me an hour or longer. So don’t worry if it takes you a long time at first. You’ll get faster and faster as you improve your skills.
“You’re in a profession where it’s relatively simple to differentiate yourself as a pro if you’re willing to put in a little extra effort.”
The main point of this article is that producing a compelling MLS presentation is a vital part of your job. And when you get really good at it, you’ll be surprised how quickly the word gets around. People notice.
Why? Because most of your competitors are terrible writers. You’re in a profession where it’s relatively simple to differentiate yourself as a pro if you’re willing to put in a little extra effort.
After Ted Greenhough’s first year as a Realtor, he earned between $590,000-$865,000 every year for 12 consecutive years, all as an individual agent, without ever once making a cold call, reciting a canned script or doing any other “salesy” stuff. Now he runs Agent Skills, an online learning program for agents across North America.
Ask your seller for a few of the items that originally attracted them to the property when they first purchased. It may surprise you and identify something you don’t see.