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The Fuzzy Photo
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A Journey Beyond the Sign |
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| When the consumer
looks at our industry, what do they see?
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Many consumers see a multitude of real estate companies, brokers
and agents, all asking for their business. Most companies claiming
to be full service, many offering deep discounts in the fees they
charge.
At first glance, the consumers may conclude that
all real estate companies are alike. Each offering
the same basic products and services; the only difference being
the fees that are charged.
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| At Edina Realty Home
Services, we know that
this is far from reality. As a full service real estate broker; not
only do we provide our customers with an array of dynamic marketing tools
and services, we also bring to the table our proven expertise and
experience. Other companies often attempt to compare themselves to
ERHS, stating that they offer the same tools and level of service, only at
a discount. When in fact, they don't have the depth and experience.
Thus, they are not a discount broker, but rather a "limited service
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| The challenge is;
How do we effectively and successfully communicate
these differences to the consumer? |
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| The Fuzzy Photo Series |
| The Fuzzy Photo Series is a unique
collection of DVD's designed to educate both our agents and our consumers
on the key points of differentiation between Edina Realty and the other
real estate brokers in the marketplace. |
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We've divided the
series into two different areas, depending on the audience:
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| 1: Our internal (off
stage) collection, is for the agent. This series focuses on the
agent's education and development of the core competencies, necessary to
communicate the value of full service brokerage. |
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| 2: The external (on stage)
consumer DVD and web site, are designed as a marketing tool to be used with the
potential customer. It is appropriately titled "Beyond The Sign".
As of March 2005 we have activated our companion web site, appropriately
the address is:
www.beyondthesign.com. |
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| Our Internal (Off Stage)
Collection |
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| Understanding and Communicating the
Value of Full Service |
| This portion of the series features
different perspectives from actual Champlin Park agents. Hear how
they present the various marketing tools and services that complements our
full service menu. Whether you're viewing an agents full listing
presentation or a shorter presentation on a few specific marketing
concepts, you're sure to develop a deeper understanding and respect for
the power of full service. |
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Dean Zaudtke Listing
Presentation (Now available for checkout!) |
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The first in our internal
series, this 2 disk presentation features Chairman's Circle member
Dean Zaudtke, in an actual role play, with a very reluctant seller.
Hear how Dean gently takes control of the sellers constant request to
talk about the commissions. Early on disk
one, Dean sets the expectations. Using standard ERHS marketing
pieces, Dean covers a wide variety of marketing tools and
strategies. |
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He does so in such a way as to
involve the seller, and at the same time, subtly begin closing for the
listing. Hear how Dean lays the foundation for the intense
commission discussion that is looming. Disk two begins with the market analysis. Not
only is the seller insistent on listing for a lower commission, his is
also 'unrealistic' in the value of his home. Oh, and by the way,
the seller is also having a two other companies out to give him a
presentation of what they can do as far as commissions and price! The lively dialog
that develops is sure to inspire and educate.
(Click here for the DVD
Table of Content) |
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| Establishing
Expectations with the loan officer. |
| With the lack of
regulation within the mortgage industry just about anyone with a pulse
and a few hundred dollars can call them self a loan officer. The
lack of education and gross inexperience of some of these individuals
has created a whole new set of problems. |
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| In response to this
growing problem, we've assembled some key questions and verbiage to help
you through this dense jungle. What's even more exciting is that
we've begun utilizing a new method of communication: Streaming Video
Hear Nicci guide you through an understanding of some of the key questions
you should ask when you are establishing expectations with the loan
officer. Click
here to go to our Champlin Park transaction management series. |
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Additional
Perspectives and insights from other Champlin Park Agents |
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While Dean's
presentation has proven successful for him, it certainly is not the
only style or dialog used in presenting our services. We welcome
the opportunity to share your insights and experience. It
does not need to be your entire listing presentation; perhaps you have
a couple of topics or areas that you are comfortable in presenting.
Perhaps you're thinking; "Why would I want to share?" or
"What's in it for me?" I challenge you to look at it from these
perspectives: |
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Increased Mastery of Your
Presentation. As you go through the steps of preparation,
presenting and watching yourself, you will find yourself perfecting
your technique. Ask Dean! While it's not easy turning the
magnifying glass on yourself, the growth you'll experience is
unbelievable. |
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More Red Signs = More Black Ink.
(AKA: "More Signs = More Business") The better we all become,
the more Edina Realty signs in the market, the easier it becomes to
compete for a listing when your going up against another company.
There is no one agent who, on their own, is able to
consistently defeat an entire office. |
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Champlin Park Attitude
It's no secret, we have a unique flavor here at Champlin Park.
Support and camaraderie are woven tight into the fabric of this
office. We're becoming a respected source for new ideas and
innovative perspectives. What's interesting is that; no
one single person is solely responsible. It is truly a
collaborative effort, created over time with the support and insights
of your peers. The final result is greater than the sum of its
parts. |
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| The Fuzzy Photo Story
Currently in Post Production at "MotherShip Studios" |
| This one disk DVD
takes you back to the beginning of the story. Learn the
inspiration of why the series is called "The Fuzzy Photo".
This disk includes some if the original scenes from the initial
Beyond The Sign prototype DVD, as well as the 10 minute "Fuzzy Photo
Mission Rollout" footage that kicked off Phase 2. The same
footage that several members of your
company wish would disappear! (Below)
(Right) A scene from the 'Fuzzy Photo
Mission' where an Edina Realty agent explains to the homeowner, how our
Beyond The Sign
DVD will help enlighten them as to some of the key differences between
Edina Realty and other real estate companies. |
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| The External (On Stage)
Consumer DVD |
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| Beyond The Sign
Currently in Post Production at "MotherShip Studios" |
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A unique marketing tool where you, the agents of
Champlin Park, are "the stars"! This DVD is
currently in the post production stage at Mothership Studios (Paul's
Home Office.) It is being designed to be
given to consumers who are not yet on the market and are contemplating
a move. Specifically to sellers who are interviewing ERHS along
with other real estate companies.
Our Beyond the Sign DVD will help lay the
foundation for your commission discussions with the sellers.
Each chapter, in this fast moving story, strengthens our message that
Edina Realty Home Services is a full service company worthy of a full
7% commission.
In addition to the DVD, we will be providing
additional communication and marketing support through our NEW web
site:
BeyondTheSign.com. (NOTE: This new Champlin Park web
site is up, yet has not been fully created.) |
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| (above) A few 'screen
shots' from our Beyond The Sign project. Terry McDonough, Kate Murphy,
Julie Plumedahl, Ryan Karasek and Jeff Shuman are discussing some of the seller benefits in
working with an Edina Realty Home Services agent. |
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| The 100% Myth (Currently in
Post Production) |
| While in post
production, the description of this
UNIQUE DVD has yet to be written. We're focusing our time and efforts on the
completion of our Beyond The Sign project. |
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