RISMedia’s latest webinar, “Profit in 2019 With These Listing Strategies: Great Listing Strategies for a Great Year,” sponsored by Buyside and moderated by Terri Murphy, master coach at Workman Success Systems, took an in-depth look into listings—with a focus on winning them every single time.
The No. 1 priority for success among today’s brokerages, panelists Tony Floyd, CIO at Berkshire Hathaway HomeServices Georgia Properties; Mark Johnson, COO of JP & Associates REALTORS®; and Alissa Harper, VP of Growth at Buyside, shared their tried-and-true strategies for dominating your market with listings.
“Gaining listings is critical for brokerages to dominate their marketplace,” noted Harper, as the webinar got underway.
“We’ve done a lot of good things over the years, all of which placed us in the position to focus on listings in order to become a listing company,” explained Floyd. In fact, the firm’s attention to developing tools, systems and approaches to winning the listing game have led to Berkshire Hathaway HomeServices Georgia Properties being the No. 1 company for homes sold in the greater metro Atlanta marketplace.
“We believe strongly in listings as a focus for our associates and the betterment of their careers,” said Floyd, who points to the firm’s Advanced Marketing System—a five-step process—as an integral piece of the puzzle when it comes to winning listings.
“Agents have to be good at communicating their differentiation, as well as making an emotional connection, both of which are critical when trying to win a listing.”
But it doesn’t end there. In fact, Floyd points to the firm’s mega open houses as a key component that’s worked well for them over the years. Not your average open house, these large events feature pre-event and post-event marketing in the geographic area around the open house itself, which has proven to be one of the best ways to attract new buyers and listing opportunities.
Buyside’s Buyer Market Analysis (BMA) is used in tandem with the mega open house events to beef up new listing opportunities for the firm’s associates. “In addition to being distributed to properties around the open house, the BMA is used at the actual open house in order to show that there are real-time buyers looking for a specific type of property in the area,” said Floyd, who explained to attendees that the BMA is one of the best tools in their arsenal to help them attract more buyers and listings.
The numbers certainly speak for themselves, as the firm captured 8,000-plus inquiries and seller leads, resulting in 1,500-plus listings won throughout 2018.
A relative newbie when it comes to working with Buyside, Johnson and his team have jumped in feet first, capturing leads through the program’s home valuation model. “While we’re just getting started with Buyside, our agents love it because it gives them multiple opportunities to prospect while leveraging our ability to provide clients with information related to what their home is worth—and whether we have buyers for it,” explained Johnson.
“This is at the heart of everything we do at Buyside,” added Harper, who shared with attendees that determining whether an agent has interested buyers for a particular property is the most important factor that goes into choosing an agent to sell their home.
Built on productivity standards and a service-based culture, everyone at JP & Associates REALTORS® is of the belief that productive agents are in the best position to deliver value to consumers. That’s why the brokerage firm offers 100-plus trainings a month—many of which are focused on listings and the listing process—to its associates. “Focusing our efforts in this area has resulted in our firm having the fastest/quickest days on market of homes sold in the Dallas-Ft. Worth area,” said Johnson.
While the firm is steadfast in its commitment to only hiring those people that want to produce, training opportunities abound to guide each and every team member toward earning and servicing listings at an exceptional level.
“There are a number of things we’re doing to become a dominant listing broker in our market, which is a new strategy for us,” said Johnson.
First and foremost, a strategic partnership with Opcity has been instrumental in regard to lead follow-up. “When a lead comes in, it’s guaranteed that the lead will be contacted within two minutes or less,” explained Johnson, “so when someone is filling out a form about a listing, we can guarantee that someone will be talking to them.” This one partnership has set a phenomenal standard, serving the firm well when it comes to making sure the consumer is best served—and leads are properly taken care of.
Having rolled out an entire one-stop shop system for its agents, Johnson is impressed with their ability to digest the things that have been provided to them in the past 12 months alone. “They’re quick on their feet and understand which tools are going to make them money, and Buyside is in the forefront of our listing agents’ minds,” explained Johnson. “While we’re currently in the infancy stage, next year at this time, we’ll be experts in this new platform.”
View the full webinar here: