Every Berkshire Hathaway listing receives two property websites (micro sites) – a branded version identifies the listing agent and is used by that listing agent to contact their own clientele. The second version is unbranded with no listing agent identification or contact information. As a listing agent I furnish the unbranded micro sites to other agents. These unbranded property websites are always available to my fellow Berkshire Hathaway agents, and can be sent to other members of the Park City and Wasatch Front Multiple Listing Services or any other agents worldwide (foreign language translation is a standard feature of every micro site).
 
The standard micro site offers an excellent summary of property data and professional still photography. Click on www.vintageonthestrand14flyer.com for an example of a standard unbranded micro site. The standard micro site can easily be enhanced to include such things as floor plans, site plans, videos including areal videos, CC&R’s, inventory lists, specifications, and voiceovers. Click on www.a417chateauxflyer.com to see an example of a micro site featuring some possible enhancements. I enjoy working with property owners when possible in crafting the perfect package because I consider owners to be the experts concerning their own property.
 
Once the property website is complete (usually within a few days of signing the listing, depending on photography), I select the agents who are active in this type of property or this price range, the general area or have a more specific interest in this neighborhood. I send these agents a personal email containing the micro site link and a brief “elevator sales pitch”. The agents receiving my emails can then choose to send the link along to any of their clients or prospects who they feel may have an interest. That agent can imbed the micro site link in their own brief sales message and take full credit for the property website. The end result is that a qualified potential buyer (as judged by their own agent) receives a complete and visually attractive package of information within days of the listing going active. The potential buyers agent has a reason for immediate follow up and if I can generate many simultaneous initial contacts, the chances for competition among buyers is increased.
 
By utilizing Google analytics, I can measure the distribution of the initial package i.e. how many link messages were forwarded to clients/prospects and in what locations. If in the first week that number is low, it tells me and the seller that our value proposition has not been convincing to other agents. This allows rapid fire follow up with buyers agents to uncover the reasons for lack of interest – was it price, location, design, or something else? By addressing any possible problems quickly, I can recommend changes before the listing becomes stale. Studies show that the first three weeks of a listings life are the most productive for drawing buyer interest. If, on the other hand, my distribution campaign is effective and directed to our main feeder markets, I can focus my attention on follow up, answering questions and arranging site visits.
 
Does this approach always work? Of course not. Is it more work for me as listing agent? Definitely – but that’s what I get paid for and it’s the most important reason I don’t discount commissions. I know that this proactive approach produces much better results for sellers than the passive approach that others rely on. I see my challenge as selling your property at the best possible price in the shortest time, not as tacking up signs and waiting for buyers to find me.
 
If this unique approach makes sense to you, contact me for a listing discussion and I can show you exactly how this works.
 

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