All Sales People use one or more points of difference to secure listing opportunities, PMRES Pty Ltd will Encourage Creativity so each individual can Develop Points of Difference to Enhance Individual Presentations.
Developing Points of Difference is one of many roles where PMRES Pty Ltd assists to set your team apart from the competition Increasing Market Share and Business Income.
We all make decisions regarding points of difference, an office has them, a business applies them,
Points of Difference Directly Impact and Affect Your Results, they control your market today and contribute to your future prosperity.
PMRES Pty Ltd will discuss three categories and if applied correctly will increase prosperity,
- Sales Person - Marketing, Communication and Negotiation, points that relate to the listing presentation.
- Business - points that relate to direction and day to day operations.
- Administration - points that relate to the people and team.
Sales Person, Marketing, Communication and Negotiation - points of difference in the listing presentation are deciding factors.
Information Vs Knowledge
Information comes out of a computer; Knowledge comes out of your mouth.
“Knowledge gives confidence and confidence gives victory”- Julius Caesar
It is said the smarter you are the luckier you are, smart is not the appropriate word, knowledgeable is. With the correct tools and strategies you can dominate your competition and market.
Market Appraisal Vs Market Assessment
Market Appraisal is a computer printout of comparables, Market Assessment demonstrates your market knowledge.
Analysing Competition Vs Recognising Competition
Proof of difference is based on detailed knowledge and evidence of every property marketed, knowledgeable people can
highlight many facts, where internet users usually fall behind the competition. All individual agents and offices usually have patterns that can be easily identified and used to reduce your competitors effectiveness.
Advertising Vs Marketing
ADVERTISING is to make known, placing an Advertisement in the paper and putting up a poster e.g. signboard.
MARKETING is the total process of putting a product to market, including advertising as stated above.
Marketing is a deeper understanding of the property as each situation is different, property is more than features.
Three Choices Vs Marketing Plans
Marketing plans are not only three A B C choices they should be specifically designed to match each property, budget and each vendors individual requirements.
Photography Vs Photograph
Are you promoting lifestyle or just publishing a picture?
Open for Inspections Vs Group Showings
Open for Inspections should create credible urgency and fear of loss, they are not for the convenience of both agent and vendor.
Listing Kit Vs Information Kit
Do you market property or show information that you sell property. What do you take; a brochure or a portfolio?
Submissions Vs Presentations
Are you demonstrating knowledge and detail or just supplying information called ‘winging it?’ What is in your closing documents?
Negotiation Vs Submitting Offers
Manage expectations with good evidence, apply credibility! 80% of negotiations should be carried out prior to submitting any offer.
Reporting Vs Talking
After a meeting is over, documents represent you in your absence. Only 10% of what you say is remembered.
Testimonials Vs Thanks
Testimonials build credibility, demonstrate results and professionalism with future clients, the timing to receive them is the key, thanks cannot be passed on as evidence.
Business - thinking and ideas that attract quality people, enhance listing opportunities and determine direction.
Business Environment Vs Office Environment
Business environments attract opportunities through leadership, team direction and individual responsibility ultimately increasing
market share. An office environment employs individuals to locate opportunities one at a time focusing on personal income alone, leaving the principal to pay, drive and attract business income to maintain employment to the team.
Office Planning Vs Business Planning
Office planning is to pay bills and assess each month’s sales targets, Business Planning is market share which has a built in income stream, business planning Peruses, Increases and Monitors market share.
Manager Vs Leader
Very little has changed in the Real Estate Environment, excluding technology, it is comforting to know an environment even if it seems slow to progress. Leaders create environments for achievement. Managers create environments for personal control.
Management is efficiency, the ladder of success. Leadership determines whether the ladder is leaning against the right wall!
Sales Associate Vs Business Associate
“The difference between a Sales Associate Vs Business Associate is what they know and what they do”.
Sales Associates chase Personal Income, leaving the principal to pay, drive and attract business income to maintain employment to the team.
Business Associates are personally responsible to generate Business Income increasing Market Share. A Business Associate is a title, a reward showing rank as a role model and contributor increasing market share and long term prosperity.
Personal Income Vs Business Income
Super Achievers through personal income alone are rare, Management should not focus on what they do, focus on what You Can Do! Each individual can
become a top achiever through Business Income if they have the tools with leadership focusing and implementing direction.
Competition Vs Competitors
In any market place you have competition, most offer the same products and services. Competitors are different, they do not do the same thing. Are you a competitor or their competition?
Market Presence Vs Market Share
Every office has some market presence only a few businesses control market share. The difference between success and failure is proportionate to how Proactive each agent is, how Knowledgeable each agent is and the depth of Leadership Direction.
Silent Salesperson Vs Signboard
Silent salesman is a sign that tells the public a property is available. Signboards should highlight a lifestyle opportunity over all other properties in the marketplace. One style promotes you as a real estate agent the other promotes you as marketing agent.
Missed Opportunities Vs Future Opportunities
It’s not uncommon to see multiple signs where there were none. Missed opportunities are Personal Income agents who react to
what is in front of them. Business income agents focus on Future Opportunities which are not yet evident generating market share.
Personal Commitment Vs Promise / Guarantee
A Personal Commitment is something that can be measured by the client, a promise /guarantee is something that is not be evident in the eyes of the client.
Silent Referrals Vs Discussed Referrals
Silent referrals are the conversations you do not hear, usually criticism rarely praise. In every coffee shop in every suburb discussions
are taking place about clients Real Estate experience, how are you being discussed?
Administration - points that create synergy, direction and relate to environment and team.
Managerial Vs Management
Do you have an applied or implied policy and procedure manual? Applied is actual managerial decisions and direction, implemented and non negotiable. Management is the day to day sorting out of problems that seem to repeat, implied instead of applied.
Administration Vs Administrators
Most admin situations are just repeated processes, it takes less time for the sales person to do it against writing it down and someone else doing it. Avoid the ‘where is it, he said she said situations.’ Administrators are your marketing personnel to increase business income not personal assistants for each individual team member.
Letters and Forms Vs Marketing Letters and Forms
Letters and Forms tell other people what is done or to be done, Marketing Letters and Forms demonstrate how efficient, accurate and knowledgeable you are, eliminating questions and promoting how professional your business operates in the eyes of others.
Standard Letters Vs Direct Writing
All offices should have a standard letter file in the office data base and should be used as a template for direct writing. Generic gets the message across. Direct writing is more personal and relates to the subject at hand.
List of Names Vs Data Base Management
Many people receive emails from a list of names and few open them. Database management is separating your long term and short
term opportunities into categories, each needs to be spoken to differently.
Marketing Vs Target Marketing
Marketing is telling everybody, Target Marketing is telling specific people specific things. Each geographical marketing area is divided
into specific properties, if you write looking for two bedroom units, don’t write to owners of one bedroom units!
Team of People Vs Group of People
A team environment is everyone working in the same direction for the same goal. New team members can study what is being done and quickly identify what has been achieved. Groups of people do the same thing each focusing on their own direction.
Sales Meetings Vs Sales Gathering
Sales Meetings have structure, purpose and direction. Sales Gatherings are a time, place and opportunity for general open conversation.
Personal Assistants Vs New Employees
As business expands through increasing greater market share, new opportunities will emerge. Leaders should at all times have an agent in training, developing skills to increase business income. New employees without exposure to increasing market share and have a 50/50 chance of success.
OH & S Checks Vs Insurance Claims
Very few offices have a detailed OH&S policy in place, a lawyer is just waiting for someone to slip, PMRES Pty Ltd will address your office environment in case of insurance claims.
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