MAX­IMIS­ING YOUR BRAND­ING IN A LIST­ING PRE­SEN­TA­TION

Cris­tel Sten­house

Elite Property Manager - - Contents - Orig­i­nally from Mel­bourne, CRIS­TEL STEN­HOUSE is a fully li­censed real es­tate agent. She has been in the in­dus­try for 13 years as a PM, BDM and de­part­ment man­ager. Now liv­ing in Bris­bane, she trains new prop­erty man­age­ment staff, reg­u­larly con­trib­utes to

“TO SUC­CEED… You need to find some­thing to hold on to, some­thing to mo­ti­vate you, some­thing to in­spire you.” – Tony Dorsett I have ob­served nu­mer­ous prop­erty man­agers who head out to an ap­praisal, de­liver a folder and ex­pect to gain busi­ness. But they don’t en­tirely grasp the im­por­tance of the folder and all it en­com­passes. The logo, the colours, the slo­gan – to­gether they have been

strate­gi­cally planned to con­nect with their brand’s core val­ues, draw at­ten­tion and set the mood; no two brands are the same, and rarely will they share core val­ues or vi­sion.

Do you feel that? It’s your unique sell­ing point smack­ing you in the face!

Think about it: prospec­tive land­lords ap­proach nu­mer­ous agents when they are ready to en­gage one – but rarely two from the same brand. You have some­thing that dis­tin­guishes you from your com­peti­tors.

Now let’s work at ex­plor­ing your brand. You need to con­sider and look into the fol­low­ing:

THE LOGO

What do the colours rep­re­sent? Colours play an ex­ceed­ingly sig­nif­i­cant role in our lives, whether we re­alise it or not. They have the abil­ity to af­fect our emo­tions and moods in a way that few other things can.

What is the psy­chol­ogy be­hind th­ese colours? Are they calm­ing, lux­u­ri­ous, com­fort­ing? How can you use th­ese colours to in­flu­ence the mood of a list­ing pre­sen­ta­tion? Can you in­cor­po­rate more of th­ese colours in your list­ing kit?

THE SLO­GAN

Slo­gans are a sig­nif­i­cant key in an at­tempt to get the cus­tomer to fo­cus on the brand and stay there. Many large brands have a slo­gan they have used for years and are well known within house­holds.

Con­sider why those words have been used. What do they mean?

THE BRAND’S HIS­TORY

Find the heart of your brand. Peo­ple crave in­for­ma­tion; un­der­stand your brand and let po­ten­tial clients know why you are so pas­sion­ate about it.

Where did the brand orig­i­nate? Who founded the com­pany and de­vel­oped it to what it is to­day? What are their core val­ues? What is their vi­sion?

TOP 10 TIPS FOR MAX­IMIS­ING YOUR BRAND­ING

What does your brand of­fer that oth­ers don’t? Each and ev­ery brand has some­thing unique – find yours! 2 Do you have a prop­erty man­age­ment coach? Do you give your prop­erty man­agers bet­ter tools and tech­nol­ogy? Do you do brand train­ing reg­u­larly? Do you have more of­fices in the area than other brands? 3 You need to be one with your brand, be­cause with­out an in-depth knowl­edge and love for it it’s im­pos­si­ble to sell it ef­fec­tively. Our ser­vice is not a tan­gi­ble prod­uct and there­fore the brand can be a ma­jor de­cider for a prospec­tive owner; in most cases it of­fers them a level of com­fort. 4 Don’t just do the re­search – get in­volved and cel­e­brate your brand! At­tend train­ing, con­fer­ences and awards; get to know oth­ers in the in­dus­try, learn from ev­ery­one and en­joy it. I had been in real es­tate for years be­fore I was con­tent to min­gle at events, but nowa­days I un­der­stand how im­por­tant it is – and to be hon­est I em­brace it (some who know me prob­a­bly won’t be­lieve this!). It helps you grow as a per­son and find a level of

DO YOU FEEL THAT? IT’S YOUR UNIQUE SELL­ING POINT SMACK­ING YOU IN THE FACE!

con­fi­dence that is ev­i­dent when you carry out a list­ing pre­sen­ta­tion. 5 Use your de­part­ment man­ager, men­tor or coach. Spend as much time with them as you can; they have a great deal to teach you if you are will­ing to lis­ten. They are re­mark­able at hold­ing you to your own re­sults and guid­ing you to growth – you just need to reach out to them. 6 Take a mo­ment to find out what ad­ver­tis­ing or mar­ket­ing ma­te­rial is avail­able to you. Quite of­ten the por­tals are up­dated with­out you be­ing no­ti­fied. Is there a new piece of in­for­ma­tion that would im­prove your list­ing pre­sen­ta­tion? And the best part is, it is likely to be free of charge! 7 Make the most out of spon­sor­ships, cor­po­rate events and brand ad­ver­tis­ing. Your brand pays to put the name out there, so in­cor­po­rate this into your pre­sen­ta­tion. How much money do they give in spon­sor­ship? Do they spon­sor events? Make a big deal out of it; ask po­ten­tial clients if they have seen the lat­est tele­vi­sion com­mer­cial. You can dis­cuss em­ploy­ment stan­dards, and how your brand holds ca­reers nights to at­tract the best in the busi­ness. 8 Hold an in­vestor evening; most brands will have the cor­po­rate team get in­volved. Let prospects know that you do this and have photos of an evening you have held. You have the sup­port from your brand to get out there and do it. 9 Most brands have em­ployee ac­cess to a por­tal. It gen­er­ally pro­vides in­for­ma­tion on new em­ploy­ees, what has hap­pened within the brand, as well as train­ing, sup­pli­ers and quite of­ten pieces of in­for­ma­tion you can use whilst list­ing and manag­ing prop­erty. Ac­cess this reg­u­larly and take ev­ery­thing you pos­si­bly can from it – and im­ple­ment it. 10 In­cor­po­rate the ex­tra ser­vices; most brands have teamed up with sup­pli­ers, fi­nance bro­kers or in­sur­ers. Ex­plain the ben­e­fits the po­ten­tial client will have if they utilise th­ese chan­nels.

Ul­ti­mately, you need to dis­cover why your brand is dif­fer­ent. What makes it stand out? What val­ues does it hold that will match those of your prospect? Mo­ti­vate and give prospec­tive clients rea­son to list with you.

You see, if you fol­low your brand cor­rectly and get in­volved, you are a part of some­thing. This gives you some­thing to hold on to. Its cul­ture, brand­ing, core val­ues, vi­sion, train­ing, sys­tems and men­tors, if it has th­ese, are in place to mo­ti­vate you, and the brand’s suc­cesses are there to in­spire you!

Your brand is pro­vid­ing you with all the tools – it is what you do with them that ul­ti­mately de­ter­mines how suc­cess­ful you will be.

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