Selling and Marketing Strategies: The Newly Improved GRI 101

Twenty-Seven sales associates from John Hall & Associates gathered at the Phoenix Association of REALTORS® on January 8th and 9th to view the new, improved GRI 101. In addition to a few first time GRI designees, many needed this class toward their designation and several were already GRI graduates and were there because of the outstanding information provided.

So, what made this class new and improved? First and foremost, this class now centers on generational selling strategies delineating and defining “Baby Boomers”, Generation “X” and Generation “Y”. We took full advantage of the extraordinary research done by the National Association of REALTORS®. Since the average age of a REALTOR® is 56 and the average of a buyer is 32, some “disconnect” can be expected between generations. If we understand the mindset of all generations, prospecting, marketing and closing become easier. We learned how important personal referrals are to “Gen X & Y” as well as their housing desires and expectations about technology. With that information in mind our sales associates were invited to determine how their business and marketing strategies needed to change to attract and adequately service these new clients.

The class moved rapidly into answering prospect and client objections and strategies to uncover buyer and seller motivation, two elements key to our sales associates success. Marketing Consultations (formerly Listing Presentations) took on a new spin when we explored seller’s resistance to the standard presentation format. Rather than presenting services and marketing, we suggested a Pre-Listing Package followed by a “skill approach” to listing. This class outlined four (4) skills that agents seldom explain to prospects and clients; merchandizing, network marketing, information analysis, and negotiation.

We are operating our real estate business in a new market reality that needs to be discussed and explored. Once upon a time, buyers found houses through us, now buyers find us through houses. It is time to change how we do business as well as how we set expectations for our clients and prospects. This new, improved GRI 101 does just that.

Our thanks to our generous and supportive sponsors. Empire West Title Company – Lee Lynch 480-383-8726, Old Republic Home Protection – Julie Smith 800-282-7131 X 1164, and 2-10 Home Buyers Resale Warranty Corporation
Fredi Stillman 602-692-5587.

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(Diane Flannigan and Marge Lindsay will be teaching this class again March 26-27 at WEMAR – September 23rd-24th at PAR – October 29th-30th at WEMAR.  For enrollment information and other schedules please visit AAR’s GRI website.)