How to Sell to the Needs of Realtors

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In this episode, Todd & Craig talk about how to most effectively structure your products and services to sell to the needs of Realtors. In order to sell effectively to a Realtor, we have to package things in a way that makes sense to the Realtor. There are different approaches, and in this episode we share what has worked best for us when it comes to making it easy for our Realtor clients to order, and to maximize the marketing potential of the listing.

0:00-4:16 Intro

4:18-5:21 PMRE announcement Come find us at Booth 8 at PMRE in November!

5:22-7:28 Recap of past episodes

7:29-10:41 How to sell to Realtors’ needs Think like a Realtor instead of a creator Don’t assume the Realtors know your products

10:42-12:29 How has WOW adapted product presentation to how Realtors think? Realtors mentally categorize a listing as average, luxury, or lower-end They want to market their average listing their average way They want to go all out on their luxury listing so they can please that client and get more luxury listings They want to minimize marketing expenses on their lower-end listings

12:30 -20:29 How do we make the packages and menu accessible for clients? On a page with twenty options, they’re probably going to choose one. Bundle options together to prevent this Identify your target client by what they want (for WOW, target client is one who wants essential photos and video marketing) Low, medium, and high bundles (one for each category) is an ideal way to let them know what they need Number of bundles will depend on how many products you offer, but put your main three bundles front and center Build a custom order page with bundles based on brokerage deals and what brokers want their marketing package to be Make it easy for them

20:30-25:51 Should I offer a certain number of photos or package photos based on square footage? Ask your clients, “How do you know what you need to market a listing?” Most Realtors don’t think about the number of images or the length of their video WOW shoots as many photos as are needed to cover the house Realtors trust you as the professional on what’s needed- “You’re the professional; you do what’s best” What about overshooting? If you deliver a specific number of photos, you are likely shooting more than that and choosing which images to deliver, versus shooting whatever is needed to cover the house and saving time by not having to choose which to deliver WOW trains photographers to shoot a set number of images for each room and calculates cost of goods based on average number of images taken Let us know what you think. What’s working well in your market for your clients?

25:52-29:53 End Bundles keep it simple for clients; they know they can order a package from you that will market each type of listing well As Realtors get to know you and your work, they will come to trust you and your knowledge.

If you have a question, ask your clients for their input. Understand how your clients think and meet their needs. Have questions or comments? Email hello@spiro.media or craig@spiro.media. You can find out more about Spiro at http://spiro.media.

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