This is one of our favorite times of year.
It’s the time that the research from last year comes out in a series of reports and posts like the:
We comb through these reports for the wealth of information they share about the real estate market. These lists are essential for providing valuable insights into home buyers, home sellers, and your clients – the agents.
The content in these reports can help you become an industry expert and a valuable resource for your clients, agents, teams, and brokerages.
Another reason we love this time of year is because all the Top Producer Lists come out. You know that it can be difficult to identify those highly valuable clients in your market. The ones who can make a big impact on your business through their large volume of transactions.
How to Get Started
Just last week, we saw a post on Facebook from the awards presentation at the RE/MAX R4 conference in Las Vegas. They presented awards to all of their global Top Producers and published this list on social media and their awards banquet website.
This is a great opportunity to go through the list and identify if any of your current iGUIDE clients are noted on the list.
If they are, you will want to spend a couple minutes and send them some personal notes of congratulations.
In this way, you will also be able to collect testimonials that you can potentially use in your marketing on your site and social media. Testimonials and recognition from Top Producers are valuable because we know from experience that they influence the behaviour and activities of other agents.
Today, we’re going to give you some suggestions on how to use these lists to identify and target Top Producers in your market.
As an example, we’ll use Kate, a recognized top producer from Ontario, Canada. We found Kate listed on her franchise’s Facebook page this week. Kate was recognized as a top 1% realtor for the franchise nationwide. Kate is a public figure, a very successful realtor, and someone we would like to have as an iGUIDE client.
This is our process for preparing to approach Kate, and explaining the value iGUIDE can bring to her business.
Step 1: Research
Before we initiate contact with Kate, we do the necessary homework and try to get an understanding of her business.
A. Start with a simple Google search
Google search results will show her online footprint and what pages and tools are getting her the greatest ranking results. These results indicate how important online activity is to Kate’s business.
B. Visit their website
Read the “About” section first. This section gives insight into her business. Is she a single agent or does she have a team? Her biography highlights her business values, professional priorities, and strategies.
In Kate’s case, our research reveals that she has a team of other agents, which also means that she likely has a support team who handles their large volume of transactions. This information is important because we know Kate has a team who we will also need to educate and win over as much as Kate herself.
C. Examine their listings
After looking at the About section, you should now turn the spotlight on their current listings and go through a number of them to see if their property marketing program is consistent.
Dig into their published listings and examine the media tools they are using to promote and market their properties, and how they are using them.
For example, we found that Kate is using virtual tours, but they are used through a multimedia, off-page link instead of embedding tours directly in her page.
It is obvious from Kate’s Google results that web marketing is important to her and we also know that embedding iGUIDE technology in her listing pages will help Kate tremendously.
We have our first value proposition.
Based on our professional experience, we know that Kate’s market requires that she enter room measurements and floor area calculations when creating a listing. Since we don’t see any floor plans, we will assume she is not creating them.
We’ll also assume that Kate’s current provider is not collecting this information for her; which we’ll verify when we research her provider.
These assumptions mean that she’s either using another provider for this information or a member of her team is spending time gathering this data. This process represents another added cost for Kate that iGUIDE could alleviate and now we have another iGUIDE value proposition.
We can give Kate floor plans, her room measurements, and floor area calculations, saving her time and money.
D. Research their current service provider
Through Kate’s multimedia virtual tour link, we then visit her provider’s website to see what other services they offer, their pricing, and unique value proposition.
We drill down to isolate the services Kate is ordering and look at what’s included and what she paid.
Now we compare this to our services, to build another element of our iGUIDE value proposition; all the tools we offer for a comparable cost.
With a few minutes of time invested; we have built a pretty good understanding of how we can add value to Kate and her real estate team.
Step 2: Approach the Top Producer
We’ve now gathered enough information to intelligently discuss with Kate and her team, how iGUIDE can add unique value to her business. In our conversations we’ll be able to demonstrate our research and understanding of her business. We’ll be able to discuss her current property marketing program and demonstrate how we can do a better job for her and her team.
This effort is often what’s required to win the valuable Top Producer’s business and this is the time of year when all these top producers become known to us.
If you’re not taking advantage of this wonderful time of year to find out who your top producing clients and targets are, we emphatically encourage you to do so.
Keep an eye out for our next video in the Focus on Growth series and feel free to subscribe so you don’t miss it!