Amanda McMillan, CEO of Chicago Home Partner a Real Estate organization in Chicago IL, presented the following slides at the Real Estate Tech South 2011 conference in Atlanta, Georgia. This presentation focuses on the need for Real Estate professionals to become "Premium Brands" and not only increase the level of service they provide their clients but also outlines a communication plan for agents to use with their clients to help exceed client expectations.

1. Creating Valuable Real Estate Services: A premium business of service, quality and profit.

2. Amanda McMillan @homepartner Chicago, IL www.ChicagoHomePartner.com

3. Who am I?

5. We are all the same.

6. The same tools…The same data…The same opportunities…

7. Why should you listen to me?

8. 2010 was my best year35+ transactions$350k in GCI18 closed - 6% listings (Chicago average 5%)

9. A quick look at our industry and our clients.

11. 1.4 Million Realtors® in 2006

12. 1 Million Realtors® as of 2011

13. 40% made less than $25,000

14. 16% made morethan $100,000Courtesy of NAR 2010 Member Profile

16. 23% used the agent they worked with previously to buy or sell a home.

17. 55% of sellers reported that they were satisfied with the process.

18. 78% of clients would NOT use the same Realtor® again.Courtesy of NAR 2010 Home Buyer & Seller Profile

19. That means 77% of sellers did NOT use the same agent to SELL their home they used to BUY it. Courtesy of NAR 2010 Home Buyer & Seller Profile

20. That means 45% of sellers were NOT satisfied with the process of selling their home. Courtesy of NAR 2010 Home Buyer & Seller Profile

21. The Mindset of the Home Seller

22. If these are the top things a seller is expecting from an agent wouldn’t they pay a premium to receive ALL of these services?

23. The Mindset of the Home Seller

24. If 77% will not use their original agent at X% and 45% were unhappy with the process…

25. Might they be willing to pay more to be satisfied to have their expectations surpassed?

26. Would YOU pay a “premium” to have your expectations for a service surpassed?

27. It’s time to become a Premium Brand.

29. Apple computers – a study in premium price brands.

30. What It Means: Services, support, training, and live customer service can bolster pricing in an age when consumers can be easily frustrated by customer service – so long as these value-adds are perceived to be part of the product itself by consumers. “ ”

31. How does this work in Real Estate?

34. Increased Service

35. Better Communication

36. Higher Quality

39. 3 Components of a “Premium Brand” Agent

41. Create Long-Term Clients

42. Advise Clients Accordingly

44. Understanding

46. Differentiators

47. Essential Client Communication

48. Tools and Approaches

49. Client Maintenance

51. Only by Communicating, Explaining, and Consistently Delivering Valuable Services can you command a “premium”.

53. Explain the services associated

54. Discuss the importance of said services

55. Set expectations for services provided

56. Outline how you will communicate services

57. Demonstrate these consistently

60. Find and understand their Point B.

61. Familiarize self with listing

62. They want to show why their house is special.

64. Marketing Introduction

65. What I do

66. Why I do it

67. What it means to you

68. Marketing Plan needs to be “fluid”

69. Statistics

71. Stand-out Branding 40

72. Stand-out Branding 41

73. Virtual Tour Statistics 42

74. Listing Value Tools 43

75. Reverse Prospecting 44

76. Cross Platform Branding 45

77. Syndication Statistics 46

78. Online Distribution Portals 47

79. Client Sharing on Social Media 48

80. LEAP Real Estate Systems Competition Analysis 49

81. Client Communication Tools 50

82. Client Communication Tools 51

84. Macro (National) – Micro (Local) –Hyperlocal (Specific)

85. Comps – Big Sample Pool

86. Include Cancelled Comps

87. Above & Below Market

89. Keeping Current Matters – Steve Harney

90. Agent Metrics

91. Median Pricing

92. Supply and Demand

93. Target Price Range

94. Cloud CMA

96. Agent Metrics

97. Cloud CMA

98. Realist Tax Records

99. Is it all about a higher commission?

100. 59

101. No, it’s about a different approach, a different way to run your business.

102. Quality vs. Quantity Focus

103. I limit the number of listings that I will take on at one time.

104. I limit the number of buyers that I will take on at one time.

105. I am able to deliver better results due to this commitment.

106. Essentially, I am able to deliver a quality product/service that my clients are willing to pay a premium for.

107. I provide a premium service.

108. I provide a premium service.YOU can provide a premium service.

109. Figure out what a premium brand means to you.