Satisfying the needs of a diverse referral audience
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Chicago fall workshop presentation for Leading Real Estate Companies of World 2016. Panelist Discussion by Jo Lay, Flor Hasselbring, Elizabeth Kinsella.
Satisfying the needs of a diverse referral audience
- 2. Satisfying the Needs of Diverse Referral Audience
- 4. Referral Flavors Military - Jo Lay, Baird & Warner, Chicago, IL Luxury/High-Touch- Flor Hasselbring, Griffith, Grant, & Lackie REALTORS, Lake Forest, IL Cross-Border - Elizabeth Kinsella, LeadingRE, Chicago, IL
- 5. Satisfying the Needs of the Military Referral Client
- 6. Military Customers come in all ages, income levels, and housing needs.
- 7. Military Service Tips: Respect Knowledge of your market Simply Do the Right Thing They were there for us, we simply need to be there for them!
- 8. Who is our competition?
- 9. How do they generate the leads? 11.5 Million Members!!!
- 10. Agents have used the program both on the offense and the defense very successfully Converting floor calls & internet buyers quickly when mentioning MOM Converting past USAA clients to MOM before they go back to USAA. Let them know they receive more cash back with your program. Several agents have clinched buyers / sellers on the fence by offering this program Be prepared for battle! This program gives you a strategic plan to convert buyers & sellers!
- 11. Where to be on the offense! Company sponsored parade floats on 4th of July, Memorial Day, and Veterans day parades Volunteer at local VA Hospital or exhibit at their events. Become involved in the annual Honor Flight Enlist your agents who are veterans to participate in the program marketing Advertise on your website Advertise on websites for local veteran foundations
- 12. Satisfying the Needs of the Luxury Referral Client
- 13. Client Satisfaction is Multi-faceted The Client is Defined as the Referred Buyer or Seller The Referring Agent The Referring Brokerage
- 14. Components for Success Understanding the Luxury Client Profile Agent Selection Marketing Communication
- 15. Understanding the Clients Needs Timeline Pricing Overall Expectations Agent Expectations
- 16. Understanding the Client Defining the Buyer Clients needs. Needs assessment Determine clients current situation, lifestyle and expectations. How do they want to keep things similar ? Are they looking for something new? Are they looking for a new lifestyle, new role at work? Are they anticipating different family dynamics?
- 17. Unique Needs and Demands Time Perception (Their time is Valuable) Understanding , Relating and Respecting Perceived Importance. High Attention to Detail / Accustomed to Exceptional Customer Service / Effective Time Management.
- 18. Agent Selection Matching for general request and compatibility Extensive Knowledge of Market Dynamics Negotiation Expertise Exceptional Performance Record / Outstanding Production Construction expertise / Product knowledge
- 19. Qualities in the Agent Knowledge of Local Taxes / Laws / Zoning Ordinances Maturity Unique Networking Ability High Level of Discretion Willingness to Grow Business Through Referrals
- 20. Marketing Listing Referral Luxury seller expectation is heightened Quality Photography / Website / Brochures / Drones Accompanied Showings / Pre-screened Buyers Use of Agents Exclusive Network / Influence Industry of High Producers, Affluent Friends, local business & social contacts and National / International affiliations such as Luxury Portfolio.
- 21. Unique Skill Sets Outstanding Listing Agents and Buyers Agents have unique skills sets that are not always interchangeable.
- 22. Communication Setting realistic expectations / ongoing analysis (price adjustments). Relocation Director / Referring Agent / Client Market Conditions Days on the Market Pricing Housing Needs Vs Housing Inventory Availability
- 23. Satisfying the Needs of the Cross Border Referral Client
- 24. Cross Border Referrals Profile of a Cross Border Referral Client (Buyer) In the midst of a mid-life crisis Binge-watches House Hunters International Francophile at heart After several glasses of Bordeaux decides he wants to buy a chateau in the south of France Contacts agent for help
- 25. Cross Border Referrals Profile of a Cross Border Referral Client (Seller) Discovers that long-lost great uncle passed away Deceased great uncle leaves behind ramshackle villa somewhere in Italy, Maybe Tuscany? Town name might end in Y or I, not sure Wants to sell villa, does not have paperwork, has never been to Italy Contacts agent for help
- 26. Set the bar low and beware of tire kickers.
- 27. Nicaragua is not an Address.
- 30. Accept differences in business practices.