Here is how one inventive new marketing platform helped an independent real estate agency to win a million-dollar listing in under 24 hours.
Auctioneer and Hudson McHugh director James Price said that Sydney-based agents fall into two categories.
“They’re either very good, and they work very hard, or they’re notoriously lazy,” the director said.
“And, as a result, their proposals might be a quick email saying, ‘This is the price, this is what we think you should spend on marketing, bang, bang, bang,’ and that’s it.
“Most agents don’t do much at all.”
So, when it came time to follow up a cold lead for a $1.3 million property in Leichhardt, Mr Price decided to embrace an intelligent new marketing technology to get competitive advantage.
He used the web-based app Proply, which meant that he and his team didn’t have to spend a lot of time working on the proposal before it began to resemble something unique.
Mr Price said that creating submissions is not something they are good at.
“As a business, we would ebb and flow between the quality of submissions we were sending out,” Mr Price said.
“Sometimes it would take three or four collective hours to source the comparables and to put a VPA marketing plan together. And in the end it was just a Word document sent as a PDF.”
But using the Proply app meant that it took less than one day to create a “beautiful” web-based proposal, and win the listing, Mr Price said.
Proply founder and CEO Geoff Lewis said that saving time is at the core of the product’s design.
“Real estate is fast and agents are busy,” the founder said.
“No one has time for another technology product unless it is easy to use and adds immediate value.”