Two-stage selling system nets big VPA

One Melbourne real estate agent has found that a two-stage approach to his listing presentation allows him to generate big marketing budgets from his vendors.

Speaking at the Australian Real Estate Conference (AREC) earlier this month, top sales agent from Barry Plant Mark Di Giulio said his presentation is systemised to yield better advertising.

“In the first stage, we want to make sure we get control of the listing from the vendor. Once you get the listing, then you go back and sell your marketing,” he said.

According to Mr Di Giulio, bringing in buyers off-market in the second stage serves two purposes.

“I say, ‘Mr and Mrs Vendor, a lot of other agents are going to ask you for VPA [vendor-paid advertising]. They’re going to ask for big boards, big brochures and big promotions – what I’d like to do is get the market intelligence first.

“'I will use my database, bring a number of qualified buyers through the property. Make sure we get some idea of what they're telling us and then we can make a tailored approach based on the demographic of the people coming through your property to get you the best possible outcome',” he explained.

While around 20 per cent of his sales are made off-market, Mr Di Giulio said he will receive, on average, two offers.

“The reality is if you’ve got people making offers, you have a really easy sell by saying to the vendors ‘This is what we achieved with a very small sample of the market, imagine what we can do if we open this up'.

“Most vendors will think, ‘Wow, 10 people and we got two offers – imagine what we can get if we expose the home to 50 or 60 people’. And from there you can get better campaigns,” he said.

Mr Di Giulio shared his process in a panel session alongside McGrath Hornsby sales agent Kirsten Mueller and Raine&Horne Charmhaven principal Andrew Sorenson.

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