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An opposition agency recently listed a property in our street. We’d been aware for a while prior that the sale was coming. After all, it was the street gossip for at least a month, with everyone talking about the fact the owners planned to sell, writes Manos Findikakis, CEO of Agents’Agency.
See, that’s the thing. As we all know, neighbours are inherently busybodies when it comes to what’s happening in ‘their’ street.
They have heightened awareness. It affects them. How much will the property sell for? What’s it like inside? How does it compare to their home?
That’s what they’re wondering. They’re interested. They’re invested. In real estate terms, that equates to opportunity, but it’s an opportunity that, too often, agents fail to take advantage of.
Opportunity knocks
Now here’s an interesting thing. Despite securing that listing on our street, the agent didn’t doorknock, call, send a direct mail, or even letterbox drop the neighbouring houses.
They didn’t pop a DL flyer in our mailbox telling us they’d just listed the property. Nor did they send us an invite to the open for inspection.
Just like 80 per cent of the industry, they missed a golden opportunity.
They had an interested and invested audience of intrigued people all within a 500-metre radius of that property, all rooting for that agent to sell the home for the best possible price, and we heard … ? Nothing.
The little things
What a missed opportunity. But on the flipside, it’s an absolute open goal for the 20 per cent of agents who really make the most of every listing.
These are the agents who understand the neighbours are an interested party. They also know these neighbours will be watching their performance as an agent, so they embrace the “limelight” and follow up with any or all of the following:
- A just appraised flyer.
- A coming soon letter.
- Just-listed brochure.
- OFI invite.
- Quick doorknock and introduction, coupled with a personal invite to the OFI.
- A social media post.
- Cold call.
- Database blast – call, SMS, and email.
There is nothing hard on that list. We know that. These are simple and easy actions to execute.
Not doing those activities is just not just a missed opportunity; truth be told, it’s simple laziness.
Here’s a lightbulb moment: it’s also an opportunity for another agent to provide a market report and benefit from the interest.
As a neighbour, even receiving contact from another agency would have elicited a similar effect to the actual listing agent reaching out.
Those neighbours are primed and ready to hear information about the market. They are watching to see how it might impact them.
The heart of what we do
“Just listed” and “just solds” are at the heart of what we do. It’s how we spread the word that we are in your neighbourhood, providing a service.
It’s how we personally showcase exactly what we do. Nothing more, nothing less.
Those who understand the simplicity of “just listed” and “Just solds” and the impact that creates, they build empires from it.
It’s not hard. It’s not complicated. But man, it reaps results.
Manos Findikakis is the CEO of Agents’Agency, Australia’s first multibrand real estate network.
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