You know that in order to attract more listings, you must provide a high-quality experience for your sellers. And many agents are already providing incredible services that walk a seller through the entire process.
But most don’t fully leverage their past listings to gain new clients. It goes beyond circle dialing and door knocking when you sell for a record price. This effective strategy gets prospects calling you.
And here’s the best part: when they call, they already trust you and your process.
The idea of attracting more listings isn’t new, but this approach is. When I started using case studies as a way to show (and tell) consumers what my team was doing—it changed the business for us.
Using case studies to showcase your expertise and the success of your past listings, you can establish yourself as a trusted and knowledgeable agent and attract more potential clients.
To create a listing presentation case study that attracts more listings, follow these steps:
1. Create a Process for Your Listing Services
Before you can showcase your case study, you must develop a process for your listing services.
You likely already have a listing presentation outlining everything you do to help the seller prepare the home. I invite you to take it a step further and create a detailed, step-by-step narrative of the listing process and timeline.
At the Robert Mack Group, we break our listing process down into four weeks, which can be altered based on the sellers’ needs.
- Week 1: Contractor Proposals. The first week of the listing process involves bringing in trusted vendors and receiving contract proposals. From there, we determine what work will be completed before going on the market.
- Week 2: Seller Preparation. The second week is focused on preparing the home for sale. Depending on the home’s condition, this may include interior painting, minor repairs, junk removal and estate sale, and landscaping.
- Week 3: Design Project. The home transforms during the third week of the listing process when we fully stage the property to ensure it shows like a model home.
- Week 4: On Market. The property goes live on the market at this stage, using a modern marketing plan, aggressive pricing strategies, open houses, and private showings.
When preparing a home for sale, it can be tempting to invest in making hard upgrades in an effort to increase its value and attract buyers. However, these upgrades can be costly and may not align with what buyers want.
Instead, focusing on staging and design creates an emotional connection with buyers and helps the property stand out—without requiring significant investment. Once prospects see the results from your case studies, they’ll fully understand the necessity of staging and design.
2. Collect Data and Document the Process
Oftentimes, homeowners will listen to your listing presentation, but they don’t always ‘see’ the vision. Case studies help solve this problem. But first, you must collect data.
Documenting the transformation of a home showcases your skills as a real estate agent and helps potential clients fully understand the process. By collecting data throughout, you can create case studies that highlight the before and after of your work. This becomes a powerful tool in your marketing efforts—people love to see a transformation!
To create an effective case study, carefully document the process from start to finish. You need:
- Professional photos. Hire a professional photographer to take before and after photos. Yes, a professional should take the before images, even if the property is in need of a massive junk removal. The bigger the transformation, the better.
- Data. Collect all the numbers for the property that you can. This includes the number of people who attend open houses and private showings, online views, offers submitted, the amount spent on home preparation, what the property was listed for (and what it sold for), as well as any distinctions or records the property breaks.
- Feedback and Testimonials. When working with a homeowner, collect feedback on the process and testimonials about their experience working with you.
3. Put it all together: Create Your Case Study
Once you have collected all the necessary data, use it to create compelling case studies that showcase your skills and the value you bring to the table.
This can be done with a simple flyer that is mailed out to your geographical farm. Let’s break down an example.
Let visuals do the talking on one side of your flyer. Include images before, during, and after the transformation process.
Keep in mind, the words you use matter. Instead of writing, “Call for a free home evaluation,” which is what every agent markets, we hint at our process: “Call us today for a free transformation consultation!” This piques interest and makes homeowners wonder how their property can be transformed.
The other side of the flyer is for the analytical person. Include relevant data that showcases everything completed. This can include your listing process timeline, the results of your marketing, the sale price of the home, and a testimonial from the seller.
For a hook, we showcased the numbers: How we turned $9,347 into over $100,000. This immediately catches the attention of potential sellers and makes them want to learn more.
Including a case study in your marketing materials is a powerful way to generate leads and build trust with potential clients.
A case study that includes images, data and testimonials effectively addresses common seller assumptions and concerns. For example, it helps homeowners understand the costs and timelines involved in selling a property, as well as the potential return on investment. By providing this information upfront, you help potential clients see the value in working with you—all before you meet with them.
We receive calls every time we send out a flyer with a case study. We hear people say,
“I saw what you did with my neighbor’s house. We saw how much you got over the asking price. Can you tell us what our house is worth?”
Make 2023 the year you add case studies to your marketing efforts—and watch your listings rise.