Feature ~ Benefit

Points of Differentiation: Feature ~ Benefit

It is important to remember the basic selling skills of features verses benefits. Most of us use our marketing materials to describe the features of our products and services.

However we sometimes forget to talk about the benefits and answer the basic question; "What does this mean for our client?

Remember: People don't buy features, they buy the benefits that the features provide!

There's no question that we have some of the most advanced communication tools as well as unique points of differentiation that definitely set us apart from the competition. The challenge lies in understanding and communicating the benefits to our future clients. This area of our offstage site is being developed to assist your efforts.

THIS PAGE IS UNDER ACTIVE CONSTRUCTION! During selected business meetings, we will go deeper on one or more of these various points of differentiation. From there I will take our collective 'feature ~ benefit' notes and post them here, adding any additional links or information that could help your client discussions.

Click on the specific topic below to view the associated features and benefits.


The TOPICS IN GREY have yet to be discussed.
The COLORED TOPICS are in progress.
The COLORED TOPICS with the arrow are finished.

Please remember that this area (as with our entire 'offstage' area) is NOT intended for the clients eyes.


	SELL MY HOME		EDINA REALTY MORTGAGE

	HOME IMPRESSIONS		ERM: BROCHURE BOXES

	HOMEDOCS		EDINA REALTY TITLE

	NETWORK ONE		ERT: LIST NOW

	APPOINTMENT CENTER		EDINA REALTY.COM

	ERHS: ONE COMPANY		HOT LINE

	OFFICE BUSINESS HOURS		SHOWING TIME

	SUPPORT STAFF		EXCEPTIONAL PROPERTIES

	VIRTUAL TOUR		THE POWER CARD

	IN OFFICE TRAINING		OFFICE TOUR

	EDINA REALTY WARRANTY		OPEN HOUSES

	E-CARDS		MN TWINS SPONSORSHIP


























HOME IMPRESSIONS
	Home Impressions is a showing feedback service, designed to help you quickly and efficiently gather feedback from agents who have shown your clients properties.


	Shares general comments on how the property shows to prospective buyers.

	Provides timely showing feedback to seller and agent.

	Shows ratings and comments on topics including the interior and exterior condition of the home and its curb appeal.

	Makes suggestions for house staging items and provides opinions on pricing.

	Listing information incorporated from RMLS, showing details incorporated from appointment center; no need to re-enter.

	Inquires about the potential for a second showing.

	Exclusive to Edina Realty.















	Home Impressions is available from your Agent Dashboard via the "My Sellers" Tab.
	A step by step Quick Tip is available from your ProKIT desktop > click Help & Support > Agent Dashboard > Home Impressions showing feedback service.

	Edina Place Features several Cheat Sheets and Quick Tips
	Home Impressions showing feedback service Sharing Feedback with Your Sellers Via Home Impressions Requesting Feedback from Additional Agents

	Available Marketing Materials
	ER 556 (Walls Do Talk...with Home Impressions)
	ER 515 (Pricing Your Property for Maximum Return)
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NETWORK ONE
	An simple yet powerful, networking tool that offers instantaneous communication amongst the entire Edina Realty agent population..


	Company-Wide networking of pre-list opportunities, instantly available to over 3,400 agents!

	Buyer's wish list networked instantly through out the company.

	Open House opportunities catalogued and posted. Agents will contact the listing agents to co-ordinate the details.


	We may be able to locate a buyer, that is willing to meet the sellers price, before a home is placed on the open market. thus eliminating the inconvenience and 'on-market stress' to the seller.

	Gives buyers a first opportunity for networking opportunities on properties that may not be listed.

	The listing agent will almost always be able to locate qualified agents to hold the sellers property open.


	Below you will find links to the Network One "Cheat Sheets".

	Network One What can Network One do for me New Prelist Entry New Open House Entry	New Buyer Entry Available Open Houses on Agent Dashboard

	You may not be able to access the above links, depending on the computer you are using, and the internet software it is running. In any event, these cheat sheets can be found on www.edinaplace.com .
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APPOINTMENT CENTER
	Edina Realty's exclusive online program for tracking showing appointments and notifying the agent as they are scheduled.


	Generate showing appointment confirmations and cancellation reports by price range, MLS area, listing office and trend over time.

	Automatic updates to Home Impressions and Sell My Home.

	Instant agent notification, via e-mail, of showing activity.

	The sellers showing preferences can be customized to communicate special requests and specific showing information.


	Additional security for the seller as showing agents are verified and logged through the system. Confirmations are only called into the showing agents office.

	Having immediate access to the prior showings give the listing agent the opportunity to communicate price adjustments or notify the prior showing agents about an incoming offer in the attempt to create a multiple offer for the seller.

	Because the agent is immediately notified of any showing activities, they are able to respond quicker in the event an offer is coming in from a prior showing.

	Showing statistics and market data could aid in price adjustments


	SELLER ACTIVITY REPORTS:

	Showing/Appointment Activity Charts and graphs summarizing data from the Edina Realty Appointment Center - by Price Range, by MLS Area, by Sales Office, and by Trend over time.

	You may access these reports by clicking on the statistics icon in ProKIT, then select Market Statistics > Showing/Appointments Activity.

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MINNESOTA TWINS SPONSORSHIP
	Edina Realty's sponsorship...




















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ERM SPONSORED BROCHURE BOXES
	On the top post of your listing for sale sign there is a simple brochure box. However inside this unassuming box resides a brochure with some very impressive information.


	The brochures are property specific, featuring multiple financing scenarios, incentives and buyer remunerations.

	The co-branded brochures are personalized with the listing agent information.

	The brochure box installation and subsequent flier creation is coordinated by your Edina Realty Mortgage loan officer.






















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BM

BLANK LAYOUT TEMPLATE
	I keep this blank layout template here to assist me in designing this page. It saves me a considerable amount of design time if I don't have to re-create the layout each time we begin the discussion on a new topic. I 'hide' this template un linked at the bottom of the page. Yet somehow YOU found it! :)




















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