Last week at the National Association of Realtors convention, I moderated a Luxury Experts Panel consisting of three super luxury home agents who are members of The Institute – Sandy Raines, Stan Barron, and Gayle Henderson. This week, my blog posts include some of the highlights of the panelists’ comments plus the links to their PowerPoint presentations. Today’s featured panelist is Gayle Henderson of RE/MAX Excalibur in Scottsdale (AZ).
Gayle Henderson believes in the power of the first impression, not only in the importance of your initial face-to-face meeting with a prospect, but in the impression made when someone sees your marketing materials for the first time. As a result, Gayle puts special emphasis on creating marketing materials that not only look great, they are packed with valuable content. The combination of high quality production, plus high quality content clearly helps Gayle brand herself as a luxury agent. Although this philosophy is reflected in all her materials, it is especially evident in the custom farming newsletters she uses. Gayle mails regular newsletters, which are specific to a part of town or a specific subdivision. For example, her Scottsdale City Life newsletter is focused on the downtown lifestyle. Content includes commentary on downtown real estate market conditions, real estate listings, a cultural calendar, a list of upcoming cultural activities, plus a recipe from a well-known downtown chef. The piece is beautifully designed, printed in full color on quality paper and has a high perceived value. All of Gayle’s marketing materials (both printed and Online) follow the quality design + relevant content + quality production formula. Check out her NAR PowerPoint presentation for visual examples.
Another good idea from Gayle is her program for making her listings “sale ready” as quickly as possible. Her W.I.S.E.R. Homes have homeowner Warranties, have been Inspected, Staged, Evaluated with a pre-listing appraisal, and Repaired. Insuring that her listings are ready to close quickly gives Gayle’s properties an edge in the market. Even more important, the pre- listing appraisal helps with pricing while the inspection and resultant repairs allow the seller to deal with condition issues upfront, eliminating most condition “surprises” after an offer has been made.
For more information on Gayle Henderson and her ideas, visit www.AZmovingplan.com, www.ScottsdaleLife.com (Gayle’s blog) and download Gayle's NAR presentation (PDF 2.13 MB).
