's Business Profile

On a scale of 1 to 10 (with 10 being the ‘best), how would you rate your current ENERGY levels in terms of your own mindset, focus, momentum and action?

When you started with us, did you have a personal brand, a company brand or both?

Has this changed since then and what is it now, a personal brand, a company brand or both?

Do you think your logo is legible and professional?

If you have a website, does the URL exactly match your company name?

What is the URL?

Do you have a professional email signature?

Do you have a professional email address, in other words, not a gmail email address as an example?

What is your work title (I am a Conversion Optimisation Specialist)?

Have you always used this title or is it new since joining us?

What is your purpose?

What is your Vision?

To be the most well known and most recognized Property Practioners in Parkmore and surrounding areas by 30 th November 2020.

What is your 1st Primary Goal?

To sell 20 properties in Parkmore by 30th November 2020

What is your 1st Objective for this Goal?

To connect with all property owners in Parkmore by 31st August 2020

What is your 2nd Objective for this Goal?

To make appointments with as many property owners in Parkmore.

What is your 3rd Objective for this Goal?

To do a presentation to prospective sellers in my target market.

What is your 2nd Primary Goal?

To obtain an exclusive mandates at a saleable price..

What is your 1st Objective for this Goal?

To do a CMA. ( Comparative Market Analysis) as well as my own way of doing a valuation.

What is your 2nd Objective for this Goal?

To make sure my client understands the current state of the property market in their area

What is your 3rd Objective for this Goal?

To walk away with a signed exclusive mandate for 180 days.

What is your 3rd Primary Goal?

To connect with my target market by calling each one 3X per year.

What is your 1st Objective for this Goal?

To call 50 people every day

What is your 2nd Objective for this Goal?

To check their email address and build a further report with them

What is your 3rd Objective for this Goal?

To ask them questions and find out if I have a property solution.

Write your Value Proposition below as per the formula in Principle 4

I help serious Parkmore home sellers to sell quickly. I do this by offering my FREE Valet service to the value of R10,000.00 to spruce up their home before listing it. We have our own team of reliable handymen who fix up tiles, repaint, fix windows, replaster and do other odd jobs in order to get a property looking at it’s best before marketing it. This is what we call SPVP ( Shain Properties Valet Package ) This will be more convenient to a property seller and save them money and the hassle of hiring unknown workers. This process will help to sell faster and achieve a higher price for their property.

Do you believe it is appealing? And why so?

Do you believe it is exclusive? And why so?

Do you believe it is clear and simple to understand? And why so?

Do you believe it is credible? And why so?

List all the ‘Elements of Value’ your product offers

Expert advice in my target market
I know my area backwards.
I have good and strong negotiating skills.
Having run my own business previously for many years, I have good marketing, financial, strategic and people skills.
I commit to taking the time to understand my client’s needs, goals and desires.
I commit to making sure that they understand the current market, as this could have an influence on the price they ask for their property.
I commit to helping and showing them the data about properties in their area in order for them to make the right informed decision.
Being a principal and running my own boutique agency, I can make quick decisions and be flexible if I choose.
I act with honesty & integrity.
I shape to give my advice without any obligation.
I send my clients valuable content about the property market as well as tips on how to buy and how to sell.
Also, pitfalls to prevent. How to have a successful show day and lots more salient facts about the property.
I find out what my client’s pains are and most of the time I work out solutions for them. If I don’t have solutions, I usually refer them to some one else who can help them.

Write one case study of something you have achieved with a customer

A client had been battling to sell his property via two well- recognized companies for over a year without success.
I counselled him on an acceptable price by showing him comparable properties and the prices achieved for them in his area.
I did a presentation for him and he gave me an exclusive mandate, and I sold his property within 3 months.
I did this by offering it for sale at a market- related price and did some effective marketing.
I have a referral to back this up.

What features does your product have?

I’m good looking. haha and have a good personality.
Because I run my own business I can make decisions fast and I’m flexible.
I have good people skills and realize it’s all about my client’s so I get into their world.
I always try my best to find out what they want and focus on that only.
I really listen to my clients.
I realize that I must listen to what they want and be honest by focusing on their needs and wants and not my own.

What benefits does you product offer?

I follow my client’s instructions.
I help buyers to buy their ideal properties at a price suitable to them.
I help sellers to sell their properties at the highest possible price in the quickest time so that they can move on with their lives.
I show my clients how I can help them solve their property pain.
I’m reliable and honest so they can have the convenience of handing me the key’s to their property so that they don’t need to be there when I bring a client.
I have introduced Shains Property Valet Package ( SPVP )
I always qualify buyers first before showing them a property in order to find out if they can afford to buy the property I’m offering for sale. This saves time and energy for myself & my seller.
I always show the value of the property that my client is viewing.

List 3 objections you get to your product and the 3 answers to these objections

The property needs to much work. Well if it had all the extra work done, then the price would be much higher. Also by doing the work yourself you can choose your own taste of finishes that suit you personally.
Is the owner negotiable? Sure within reason.
It’s too expensive. Expensive compared to what? This house offers XYZ plus, plus to show how much extra value it has.

Name one of your products

Properties / service

List 3 problems you believe your prospects have, related to your solutions

They can’t always visualize how a property could look like with small improvements.
They don’t always agree with the value I show them.
Sometimes they simply can’t afford to buy a property and are too afraid to admit it.
Sometimes they have too high expectations.
Sometimes people have difficulty in making a decision when it comes to property purchasing.
Sellers need to be counselled of the current property market in their area.
One needs to show a seller comparison prices of what other properties have sold for in his area

List your 3 solutions to their problems above

Show them how a house could look by adding some improvements.
Explain the additional value that the client may not be aware of. Point to some of the features and benefits of the property.
Put them in contact with a bond originator who can assist them with organizing extra finance.
Explain SPVP. Shains Property Valet Package. This is a service whereby I offer to make certain basic improvements to a property in return for an exclusive mandate for 180 days.

Write a detailed spec on your ideal customer (as much info as possible as per the Prospect Principle)

They live in Parkmore.
Age group 70-80 years of age.
They are sellers of property in Parkmore.
They can no longer afford the upkeep of their homes or
They would like to downscale to either a retirement home or
To an apartment or townhouse in a complex.
They have lots of equity in their homes so they are in a position to cash in.
They have probably outgrown their homes.
Most of the time their children have grown up and left their home, so only husband & wife living in a big house.
They are serious sellers.
Empty nest syndrome.
Their dream is to retire to the coast.
Ideally, they want to sell quickly and move on
They are looking for a trustworthy Property Practioner that they can rely on to give them the right honest advice & information.
They believe that I am the best property expert in Parkmore because I have stayed in the area for many years and I know my area like I know my name.
They have got to know, like and trust me by my continual connecting with them via phone, email and other marketing means.
Some may have seen my SOLD boards in the area, so they are aware of me & recognise me as a successful property agent in Parkmore.
My ideal client could be a child or relative of my actual avatar but are there to advise and help my avatar in making the right decision.
In this case, my ideal client would be of a younger generation ??? so this means working on a different marketing strategy in order to attract the attention of a younger generation whose parents live in my target market.
My ideal avatar is happy to spend an hour with me while I do my presentation so that I can SHOW him/her how I evaluate a property so that my client can fully understand both the current market and the data in order to make the right informed decision.

What is their true deep desire?

To deal with a very knowledgeable property agent who is aufait with property prices in Parkmore.
A person who they know like and trust and who can point them in the right direction and save them hassles.
A person who can get them the best market- related price for their property in the soonest time and with the least amount of inconvenience.
To have an enjoyable experience with the least amount of stress and hassles.
To sell and get their money out as soon as possible.

Have you optimised your pricing according to the pricing tactics and strategies and what is your pricing for your services or products?

This is difficult because I have only been in my business for two years. Ther are other agents also in my territory who have been there for 20 plus years. This means they are very well known in the area.
So often I have to cut my commission in order to get deals, which I hate doing.
Right now I’m starting to punt my ( SPVP ) Shain Property Valet Package, which is my VP. I believe that this will set me apart and prove to add tremendous value to my potential clients.

Where do you currently do paid for advertising, list all the platforms or channels e.g. facebook, local newspaper etc

Facebook only
Display Boards.
Decals on my car.

How much do you typically spend on advertising per month?

R1000.00pm

Do you belong to any business network e.g. BNI, Chamber of Commerce?

GBF ( Gauteng Business Forum )

What metrics are you measuring monthly?

Response to my weekly blogs
Daily phone calls.

What KPIs do you have for yourself?

I’m not using any formal KPI’s
My cost per client is relatively low as I sell high ticket items and work from home.

What is your Average Order Value (AOV)

My average order value varies between 70 and 80K

What is your Customer Lifetime Value (Average Lifetime Order Value)

My clients buy every 7-10 years so it’s difficult to work this out.

What is your Cost of Acquisition (COA)

The cost of acquisition of a client is roughly between 15/20%

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Marketing Level

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