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PM firms may be getting their sales strategies all wrong

07 May 2015 Elyse Perrau

Agencies that want to do well in listing presentations have been told to stop sending property managers and start sending BDMs.

Agencies that want to do well in listing presentations have been told to stop sending property managers and start sending BDMs.

Doyle Spillane director Joe Iemma said his agency now makes property managers focus on their core job – managing properties – and leaves presentation to BDMs, who specialise in sales.

“Unfortunately, property managers are very time-poor and haven’t properly developed skills to go out there and present to prospective landlords,” Mr Iemma said. 

Mr Iemma said PMs have a tendency to “get in and out as quickly as possible” because they’re undertrained.

“They walk in and say, ‘Oh, we think it is worth this much to rent and here is my card and my fee is this much’,” he said.

“I think with the industry and the way it is going now with BDMs, their role is to go out and that is all they are trained to do.”

Mr Iemma said his BDMs participate in the same training as the agency’s sales team.

“It is the same sort of skill that you need, as if you were going in to list a property for sale. We duplicate basically what they do and turn it into rentals.”

The main reason real estate professionals fail in listings presentations is because they lack confidence and aren’t properly prepared, according to Mr Iemma.

“You don’t really sell your brand, you don’t really sell your company – you just go in there and sort of hope for the best,” he said.

“If you are prepared, you go in there and you are knowledgeable, you have points of differences that you can say to a prospective landlord, ‘This is what we do and this is how we are going to maximise your return’.”

To read more on how to perfect a listings presentation, click here to read Residential Property Manager’s latest feature. 

 

 

PM firms may be getting their sales strategies all wrong
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