So the scenario is this: You've won a listing, you have created a schedule of events to bring you up to auction day, and you think you'll get some good traction. What you do next is just as, if not more important. Any vendor will expect you to run inspections, but if you go to the next level in running your inspection you can achieve two things.
- A better sale price for the home
- More leads, giving you more business once this listing finishes.
Here are the best tips to run the best 'Open of Inspection' in your neighbourhood.
1. Focus on strong signage and displays: It's very good getting your listing displayed on portals to drive traffic, and we assume most agents will undertake this practise, as well as good photography. The next step is on the day, have 'OFI' boards everywhere you possibly can. There should be an 'OFI' sign at the end of the street, on the closest main road, as well as any other high traffic places in close proximity. People need to find the home before they can go in to it.
2. Have the home in full flight upon inspectors arriving: It's amazing to know how many agents don't turn all the lights on in the house and leave all the doors unlocked. You need to display the house in the best possible light. Literally. So have the lights on, and ideally have a cleaner fully clean the house the day before the inspection. For the $50 per inspection more, it could add thousands on to the sales price.
3. Place marketing collateral in multiple places: A lot of agents put all of their brochures, and collateral in one position. If for some reason the inspector goes past this they could miss it. People also like personal space when searching through a home, so instead of making people have to crowd over one area, why not keep the contracts with you, so if they have a question they have to ask you. This will help validate them as a lead and give you a chance to open a dialogue.
4. Have an array of your clients and leads attend: One of the best ways to run a good inspection is to have it busy. A busy inspection will create perceived demand. As an agent you should be inviting prospective vendors who are looking to engage you (this is a great way to show off the service you offer) as well as local neighbours. Neighbours need to know you exist for when they come to sell. Letter box everyone in the surrounding streets to let them know the inspection is on and they are welcome. Also bring people who are a month or two off going to market so they know what to expect. This helps you cover both the buyers and potential new sellers looking for an agent.
5. Have contingencies in place: One of the biggest mistakes that agents make when running an inspection is they don't have contingencies. You need to have options for all scenarios. A spare key should be available to you, as well as the vendors details. Spare brochures should be left at the house, as well as a copy of the contract. This can help especially if you need to run an improvised inspection.
6. Create a call to action for every person that visits: This is the most valuable tip about running the best OFI. At the end of it you need a list of actions that you need to undertake. Every person who attends has provided you a call to action. For people 'just looking' they should now be on your email database, for those who say 'It isn't quite right' they should be sent a list of properties that are comparable both with your office and not, this will show them you are interested in helping. For those that are interested, you need to drill down further on what they want, do they require a S.32 and where are they at in their buying stage. (read our tips on how to qualify leads) No matter who they are, ensure that they are all followed up and validate in some way. This will help them in their search and also help you qualify further leads.
About the Author:
Todd Schulberg handles all things marketing for Homely.com.au - Living and breathing property, Todd has a keen interest in the movements in the market and how agents can utilise new tools and technology in order to be more connected. Using all things social, Todd suggests different ways that agents can engage and think outside the square with their marketing approach.