Tom Panos - Adelaide Real Estate Gym - Mar2014

1. Adelaide Real Estate Gym
March 2014
Presented by Tom Panos
General Manager, Sales – Real Estate
www.tompanos.com.au

2. If you don’t find them, they
will find you!
Earn people’s attention in a
noisy world

3. Jab, jab, jab, hook

4. www.tompanos.com.au
Be their agent before they
need an agent

5. The agent that helps the most
people wins

6. Which One Do You Want to be?
UNFOCUSED FOCUSEDYOU
YOU
TITLE
BUYER TOUR
INSPECTION
CALL BACK
CMA
TRAINING
SHOWINGS
VPA
PROSPECT
STAY IN TOUCH
LIST
SELL
YOU Have Two Choices: Be FOCUSED or BE UNFOCUSED
The Main thing is to keep the Main thing
the Main thing

7. Listing Presentations begins at the Open

8. PV –Chase List
Address Name Phone

9. Hot Buyer List
Name Phone No. Details

10. The buyer sources
The Buyers
•ACTIVE
•PASSIVE
•LOCAL
•OUT OF AREA
We know where 100% of the buyers
will come from but we don’t know
where the best buyer will come from

11. Marketing Dialogue
•Can’t control the price but can control method of sale and marketing
•Must go fishing in an ocean not in a pool
•We know where 100% of the buyers come from –just don’t know
where the best buyer will come from
•Your marketing investment is equal to half a bid auction
•Are you comfortable with not talking with 100% of the buyers
•What’s more important to you the 3k marketing or the risk of
underselling your property by 30k
•You need to decide whether we whisper in the room or scream from
the mountain tops

12. Marketing Dialogue
•Your home’s value is dependent on 4 things
•If we don’t use 100% of the resources, how will we know we have
achieved 100% of the potential price
•Just so I understand first buyer or best buyer?
•Wolf on Wall Street analogy
•Home is on the market in competition not in isolation
•Active intellectual internet vs passive print
•When you watch the news you notice the news reader
•I don’t want a buyer saying it wasn’t meant to be
•We are taking out insurance

13. Property Address Sale Date Method
of Sale
Advertised
Price
Marketing
Investment
Print Upgrade
Online
Video Original Buyer
Source
Sale Price
40 Forrester Rd,
Erskineville
04/11/13 Auction n/a 17,500
  
Newspaper 2,100,000
22 Main Dr,
Newtown
15/11/13
Private
Treaty
975,000 8,450
  
Internet 960,000
11 Winters St,
Camperdown
28/11/13
Private
Treaty
895,000 8,100
  
Signboard 883,000
18 Elizabeth St,
Newtown
08/12/13
Private
Treaty
980,000 11,000
  
Internet 980,000
2 Williams Rd
Stanmore 12/12/13 Auction n/a 6,500
  
Internet 800,000
14 Euston St
Alexandria
22/12/13
Private
Treaty
1,050,000 9,300
  
Newspaper 1,040,000
Average $10, 141 $1,127,167
Recent Sales

17. $698k
Full Page ad
$592k
½ Page ad
+46%
$476k
¼ Page ad
+24%
If this property was in your area, how much would it be worth? (Average
response for respondents shown that stimulus; respondents randomised
to see one stimulus each)
Source: Online survey of 196 Australian adults who report they have bought a property in Australia in
the last three years (n=139) or are actively looking now (n=57)
Survey conducted May 2010 with respondents recruited online and offline
Full Page Ad Increases Perceived Value of a
Property by 46%

18. RP Data Media Maximiser – Adelaide Advertiser
Source: RP Data Feb 1
st
2013 to Oct 31
st
2013
RP Data Media Maximiser
74%
67%
0%
20%
40%
60%
80%
100%
ONLINE and PAPER ONLINE ONLY
Success Rate
68 72
0
20
40
60
80
100
120
ONLINE and PAPER ONLINE ONLY
Average DOM
$493,863
$460,040
$440,000
$450,000
$460,000
$470,000
$480,000
$490,000
$500,000
ONLINE and PAPER ONLINE ONLY
Average Sale Price
RP Data Media Maximiser -Adelaide Advertiser

19. DON’T USE 1,000
WORDS WHEN
50WILL DO

20. Listing Presentation Dialogue
•I can tell you what the market is doing now
•It’s the process not the promise of a price
•I can see the logic in meeting one extra agent…
•We can debate price for hours today between ourselves but the main
conversation about price must be with the new owner

21. Buyer Dialogue
•You won’t be buying this home in isolation with the owner but under
competition –can I show you how to win?
•Are you going to make a decision for your family based on the
market or based on your life?
•Thank you that price level has already been tested

22. Prospecting Dialogue
•Were you enquiring about this property in regards to buying it or
comparing it to something you currently own
•Are you researching, buying or selling
•I have 2 buyers who are hot to trot should we quote yours

23. Closing Dialogue
•When do you want me to start
•When can I start work
•Do you have a spare key or should I get one cut
•When should we start bringing the buyers through

24. Knowledge is not power –
Google is

25. Success is an inside job

26. Habit

27. Podcasts

28. The things which matter
the most don’t always
scream the loudest