The Power of Pre-Instruction

…Getting the instruction before you walk through the door

Don’t deceive yourself! No matter how pleased you may be with your new logo, advertising page layout, flashy agency software or the latest digital camera, many people still think estate agents are all about the same as each other.

And it’s little wonder that they do. Because many estate agents have fallen into the trap of singing, if not shouting, about their ability to secure the “highest possible price in the shortest possible time” for their clients. The focus is on “look how good we are at doing what we think you want us to do!”

However, whilst vendors would of course like to secure the highest price in the shortest time there are very few specific attributes of one agent over another that demonstrate this ability. A list of services, innovations and proof of previous successes might hint at the style of agency, but this is hardly compelling, particularly when it seeks to promote the agency, not the benefit to the vendor.

To compound this, our terminology is all wrong as well. We say we are “going on a valuation” and then we are disappointed when the client focuses on value and runs to the other agent with the higher valuation. So we weaken at the knees and gratuitously cut our commission in the belief that this will make everything better!

Some agents call it an appraisal, which is effectively a “listing presentation”. Inevitably, this tends to centre more around us and our past than the client and their future! It’s all too one way. “I’m going to do a presentation to you!” There is nothing to suggest that the client will be involved at all. Then we wonder why people say “I’ll think about it” or “We’ll discuss it” or “We’ll let you know”. The problem is that we are not proposing anything. We are simply presenting, and this usually revolves around a valuation on which we will, sadly, be judged.

So I suggest we change our terminology. How about going on a “Marketing Proposal Meeting” instead? Not one conducted by “one of our valuers”, but by a “Property Marketing Consultant”. Whereas a valuation or an appraisal is one-way, a proposal demands a response, making it much easier to close. It’s also a good way to test commitment. When a vendor hears the term “marketing proposal in respect of your sale” they usually let you know at that stage if they are not actually ready to sell!

Too many initial client meetings remain far too salesy. We have this precious hour or so in which to tell the vendor how good we are and what we’ll do for them. Our agents feel they have to push the company benefits in the way they have been trained, and often do little to gain the trust and confidence of the vendor. If we have the client’s trust and confidence, then they are more likely to accept our valuation, our marketing advice and, importantly, our fees.

We know the client needs to be impressed with both the company and the individual, and that the most powerful way of securing trust is to develop a professional personal relationship with the client, but this is difficult to achieve when making a “sales pitch”.

So let’s not make any more sales pitches! Imagine this; a prospective vendor phones and makes an appointment for someone to have a look at their property. Within two hours of the phone call they receive a hand delivered package, the contents of which not only give them a very good flavour of what it will be like doing business with you, but blows their mind as to how different you are from your competitors. (Remember you don’t have to be better - just different!).

The pack is highly bespoke to your branch, of exceptional quality and appropriately branded; and all pointing to the benefit to the client. It’s written in their language, on their terms. Of course, the client probably has a very narrow band of need and expectation based significantly around valuation and fees. So the pack broadens their thinking and gives them solutions to concerns they didn’t even know they had - subtly revolving around your key messages.

For example, there is advice as to how to select the right estate agent to sell their property; warnings about the agents who value ambitiously or those who charge peanuts; specific advice about the benefit of using an agent who uses eg floorplans, a particular web portal, accompanied viewings, or whatever your key strengths are. Perhaps you are members of the Ombudsman Scheme, or that your MD is always available, that you offer a home staging service, or provide on-line conveyancing. All presented in a persuasively impartial, advisory way.

Tabulated inserts provide space for the vendor to file everything to do with their move, including correspondence from you (which you might choose to send pre-hole-punched of course), letters from solicitors re the sale and the purchase, marketing recommendations (some to be completed during the meeting), removal quotes, and many other categories, as well as a DVD entitled “Maximising your Sale Prospects”. This is a uniquely-edited, professionally-presented bespoke video presentation that secures the vendor’s acceptance that going for the highest recommended asking price is not always wise - and all before you have even stepped through the door! There are also some other home truths, which are often difficult to address with the client face-to-face!

And if you have been wondering how you can sell the HIP opportunity, (yes - it’s a huge opportunity for you to make additional revenue) - then a Pre-Instruction Pack™ is the perfect vehicle to explain and promote, and pick up the HIP order.

The point is, where most agents focus on “the sale”, the pre-instruction pack proves to the client that you are there to help them through their entire move, not just the sale. Surely that’s what the client wants to hear? You will have added considerable distinction to your style and approach, an amazing first impression, and demonstrable value to your service, so that the client would not be at all surprised if you were “reassuringly expensive” in your fee. It also means that the agent can focus on the relationship - not the “hard sell”.

A Pre-Instruction Pack™ also helps to overcome the issue of husband and wife not always being together during your meeting, as well as being an excellent support vehicle for your weaker agents!

And what finer way of instantly securing an instruction from a vendor who is currently struggling to sell through another agent and is considering a change? Simply leave a Pre-Instruction Pack™ on their doorstep and wait for the phone to ring!

I believe that strategic pre-instruction activity is the key to creating real distinction as well as securing much higher conversion ratios from your staff. I have therefore developed a service that produces exceptional quality bespoke Pre-Instruction Packs™ that precisely reflect the attributes and character of your agency and are guaranteed to win you more, saleable, profitable instructions, and, excitingly, leave your competitors standing. Please feel free to contact me if you would like a demonstration and some amazing testimonials!