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How can agencies demonstrate their unique value proposition? SERHANT’s Nile Lundgren says one way to do this is to carry around scale models of the developments they represent. Presented to Inman Connect Las Vegas attendees on Tuesday.
In a panel hosted by Side host Katie Kossev and Douglas Elliman, luxury agent Michelle Griffith and The Agency’s Ben Bay During a panel discussion with Ben Belack, Lundgren brought to the stage a model of Miami’s Mercedes Benz Places, a 791-unit development by SERHANT . Currently representing.
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Nile Lundgren | Servant.
“That’s how you stand out from the crowd,” Lundgren said. “Because when we bid, we make a bold statement.”
Of course, every agency is different, and this “bold” differentiation strategy won’t work for everyone. For example, Griffith said she prefers to focus on her business cards, including her social media, company profile and website. She constantly re-evaluates these assets to ensure they accurately reflect her business.
“I wanted to make sure it was always up to date and showcased my brand,” Griffith said.
For his part, Barack believes it’s important for agencies to be able to articulate their value proposition to potential clients intelligently and succinctly.
Ben Barack | The Agency
“I pretty much said the same thing, which is that the job of a real estate agent has changed,” said Barack. “We have to be master marketers and advertisers…My job is to emotionally engage the buyer at the first contact.” He explained that since buyers are now so obsessed with shopping on Trulia and Zillow “with the same People are swiping to find homes to the point where they are swiping on dating apps to find potential partners, so it’s important that agents can capture their attention.
One way he does this is by showing potential clients how many views his marketing videos have received on social media, which is more effective than just making a general statement about how good he or his company’s marketing is.
Lundgren added that to stand out among more than 80,000 agents in Manhattan, he made some “bold moves,” such as jumping into a swimming pool while wearing a suit in a marketing video. But over time, he also worked to maintain consistency in his marketing and worked to streamline communications so they were easier for potential customers to understand.
“At the end of the day, sales is just a delivery of excitement,” he added.
Michelle Griffith | Douglas Elliman
Authenticity is also a big part of the equation, Griffith added.
“I love it all and how it stands out,” she said. “It’s true for Nile, it’s true for Ben, it’s true for myself.”
Griffith says that in addition to customized marketing, listening is another important part of her value proposition.
“The important thing is to listen,” she said. “Sometimes we go into these pitches and want to show everything we can do, which is great. But we have to listen.
It’s also good for agents to realize that they don’t have to be an agent that appeals to everyone.
“I know I’m not for everyone, but I’m happy with it,” said Barack. “I figured if I advertised to everyone, I would have no one.”
Lundgren agreed, saying, “I think you have to know who you are. It’s important for everyone here to figure out what you’re good at. When I first started in business, I didn’t know anything. But I do know one thing: I’m in the city that never sleeps, and I’m going to be the agent that never sleeps.
Katie Kosseff | Katie Kosseff
During the discussion, Lundgren paused and was surprised by the smoke in the room, which turned out to be just part of the staging and special effects.
“There’s a lot of smoke in here,” Lundgren said thoughtfully, wanting to make sure nothing caught fire.
“I was like, ‘Am I high?'” Barack admitted.
“No, you’re not that excited, Ben. It’s just Vegas,” Kosseff said.
Getting back to the topic of the discussion, Griffith noted that a good way for new agents to get in front of clients is to start with a small area of focus that can be refined.
“[With] I say, a lot of the new agents I mentor start out close to home, somewhere you feel comfortable,” Griffith said. “What’s your wheelhouse?
“You can be an ambassador for this small field, your passion [will] Translation,” she added.
Belack added that agents really need to put in the work to be successful, which means targeting a diverse stream of leads and achieving that by setting aside dedicated times each day to make calls.
“You have to spend an hour a day prospecting, you have to spend an hour a day following up, you have to spend an hour talking to your SOI,” says Barak.
“But I’m human, too,” Barack added. “I didn’t always hit the target… but because there was a plan internally, every day at 4 p.m., I would pick up the phone.”
Finally, Lundgren presented his model again while encouraging agents to be authentic, listen well and stay consistent.
“Be true to yourself,” Lundgren said. “Focus on this, communicate it clearly, be an active listener, and anything is possible.
“If we can be consistent over the long term, eventually you’ll have a list video that’s been viewed a million times,” he added.
Email Lillian Dixon
