Three Institute Panelists shared great ideas at NAR, Part 2: Stan Barron

The Luxury Experts panel at the National Association of Realtors convention held last week in Las Vegas drew about 500 people who sat on the edge of their seats as Sandy Raines, Stan Barron and Gayle Henderson shared their secrets about working successfully in the upper tier.  Yesterday’s blog post reported on some of Sandy’s ideas.  Today, I’m sharing some of Stan’s comments.  You’ll also find his presentation available for downloading and reviewing. 

Stan Barron not only writes some of the best advertising copy in the real estate industry, he also takes professional quality photographs.  This combination makes his property brochures and ads among the best in the business.  Here’s a sampling of what Stan had to say.

Stan employs what he calls “The Principal of Sacrifice” in his property marketing.  He believes that a person who wants a large home is not a good prospect for a small house.  Someone who wants a big back yard is not likely to buy a home with no backyard.  So, he targets only the prospects who want what the listing has to offer and “sacrifices” or ignores prospects who aren’t a match for the property.  For instance, for a home which needed some work, Stan’s headline focused on prospects who were willing to take on an updating project.  He also built in a benefit --the location.  His subhead further targeted prospects by mentioning the $1.2 million price.  Here’s his headline, “If you will do the updating…here is a rare chance to snag a home in Central Austin.”  Subhead – “You can improve the condition, but not the position!  Price is $1,200,000.”

Check out Stan’s website at www.StanBarron.com  Scroll to the bottom of his homepage to find a link to his “how to Photograph Houses” booklet.   You can download his presentation (PDF 835k).