The market is changing. Realtors are having a harder time getting listings, which can mean there are fewer listings to photograph. So how can we make more per shoot to make up for potentially fewer appointments. Or, alternatively, maybe you have you have all the appointments you want to shoot, but you need to make more. How do we increase our Average Sale Price per real estate photography appointment? Todd, Craig, and VP of Sales at WOW Video Tours, Steve Musser discuss how you can maximize every appointment.
Show Summary Notes:
0:00-0:32 Preview
0:33-4:15
The market is changing. Realtors are having a harder time getting listings, which can mean there are fewer listings to photograph. So how can we make more per shoot to make up for potentially fewer appointments. Or, alternatively, maybe you have you have all the appointments you want to shoot, but you need to make more. How do we increase our Average Sale Price per real estate photography appointment? Todd, Craig, and VP of Sales at WOW Video Tours, Steve Musser discuss how you can maximize every appointment.
Show Summary Notes:
0:00-0:32 Preview
0:33-4:15 Intro
4:16-7:28 What if I want to increase the value of each job instead of my number of shoots?
- You can either cut costs or seek to serve your client better
- Cutting costs involves trimming how much you’re spending to produce and deliver your product(s)
- Seeking to serve your client better involves maximizing what each client gets during their shoot- try to move beyond your base products and shoot other products since you’re already at the shoot
- Make sure the client has everything they need to market their property and help them grow their business
- Sales can be intimidating, but you’re serving the client and helping them achieve their goals instead of pushing useless products on them
7:29-10:33 How do I learn and practice services outside photography?
- Lots of resources are available for learning how to shoot video or fly a drone
- You will create your own system as your business grows
- Email us for specific resources
10:34-13:50 How can photographers help their clients understand why they would want other products?
- Serve clients instead of selling to them
- Make sure they know what you offer; let the public know you offer services beyond photography
- Cater your services to what your clientele wants; get to know them and what they’re happy with and what they want
- Wow follows a consultative selling process and helps clients determine what they need product-wise to market key features of each listing
- Consider how you can help them reach larger goals, such as branding to help them build their business
13:51-18:46 What has Wow’s experience been with scaling their average sale price (ASP)?
- Wow did not pay attention to ASP until recent years
- Wow increased around $15 per shoot over the last year ($15/shoot x 12,000 shoots/year = $180,000 increase since previous year)
- The main factor was the sales team’s relationships with agents
- Ask Steve’s question, “Tell me about the features of this property”, and they will give you information that you can use to learn how they can market better
- Yearly price adjustments can fall through the cracks, but they can be a big factor in increasing ASP
- If you don’t have a sales team, that’s okay- build relationships with clients on your own!
- Don’t assume clients already know about your products
- You will retain more clients with more products because they will not have to outsource
- Every time a client uses another company, you risk losing that client because the other company becomes a one-stop shop
18:47-20:17 What kind of question(s) can I ask agents to get them thinking about branding products?
- “Have you ever thought about putting your face in your video?”- Often, they have and didn’t know that was an option
- “What are you doing to keep your brand in front of everybody?”- Having that conversation can help you determine where they are in building their brand and follow them through the process of realizing they need to brand themselves
- If you have those conversations with them, they will come to you when they decide to build their branding
- The agents who have worked with Wow to build their brand are winning more business now when homes are not selling as fast
20:18-24:06 To summarize:
- We have to educate ourselves about what products agents need and want
- Implement those products and offer them to increase ASP
- Ask clients the right questions to get them thinking and to know what they want
- “What do you want to see? Is there something you’ve seen that you want to have?”- If you get the same answers over and over again, there is a need and market for that product
23:38-26:52 For someone who wants everybody to be happy and doesn’t enjoy selling, how do you pivot from a no?
- No’s will happen, so brace yourself
- Approach the situation as a consultant- how can you make them better?
- If they know you are trying to help them in the long run, they won’t be afraid to answer your call
- Answer their no with understanding and follow up consistently so they know you’ll be available when they need the service you’re offering
- Take the no with grace and stay consistent
26:53-31:22 Don’t overthink it
- Nobody wants to be told no; take it as a “No, not today”
- Do something different to show that you care about them and it will pay off
- Take the servant mentality over the salesperson mentality
- People appreciate knowing you’re there to help them grow their business
- Analyze your online ordering system to see if it can help you upsell; if it won’t, find a system that will (Spiro helps you easily create bundles and automatic upsells for clients who order online)
- Clients will repay your helpfulness by using you to help them grow
Have questions? Email hello@spiro.media. Be sure to follow us on Social Media:
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You can find out more about Spiro at spiro.media.
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