1.1
Frequently Asked Questions
Where Do Buyers
Come From?
Tamborine Mountain buyers can come from anywhere
around the World or within Australia. Many of our sales are
to people who already live here - people who are “downsizing”
or “upsizing”. Since this web site was originally
launched in March 1997 we have had e-mail enquiries from countries
from all points of the Globe including Russia, Rumania, Cuba,
Bermuda and South Africa. People who have initially made e-mail
contact from New Zealand, Canada, England, America, Holland
and Switzerland have visited the Mountain in person. Some have
already bought through Lane Realty, others promise return visits
and subsequent purchases.
People have moved to Tamborine Mountain from every
state in Australia and the flow of enquiries suggest that they
will continue to migrate to this wonderful environment from
all points north, west, south and even east - i.e. those who
arrive from the Pacific Islands!
Some come searching for property in an area they
have already decided will be their future home, others come
seeking an area where they will put down their roots. The latter
group want to learn all about living on Tamborine Mountain before
they begin seriously looking at homes. They want to know about
the community, the climate and a broad range of facilities that
will be available to them. They also want to know what their
money can buy. If they find they can get more home for their
dollars in other areas that also appeal to them and offer similar
facilities, they will often opt for one of those areas rather
than Tamborine Mountain. Their decision may result from how
well (or badly) they were treated by the agents and which particular
properties they were shown during their investigative stage.
Both groups of people have “discovered”
Tamborine Mountain in some way or other. Some people tell us,
“We came here as children with our parents, we came here
when we were courting, we brought our children here, now we
want to retire here!” Others have been alerted to its existence
by some publicity they saw - maybe an item on TV about the Mountain,
a real estate ad for the type of house they had always dreamed
of owning or, they found our web site and thought the Mountain
seemed right for the life they had planned for the future.
How
Important Is The Agent?
For most people the first contact is a phone call
or an e-mail. The response they receive from the agent will
almost certainly either reinforce their intention to “find
their way” to Tamborine Mountain or leave them with the
feeling that it probably isn’t as good as they hoped. If
they call an agent who was “too busy”, “too lazy”
or simply “not interested”, they are left with the
latter impression. Potential buyers are frequently lost by poorly
trained or inept agents and go elsewhere to buy. Whether or
not your house sells to any particular buyer often depends on
which agency they went to or which salesperson they met. Our
intense level of quality marketing delivers far more initial
buyer enquiry to Lane Realty than to any other agency in this
area. From that instant of first contact, we work to ensure
that no potential buyers are lost to our sellers.
Is
Market Analysis Important?
Lane Realty is constantly monitoring the market.
We watch where our buyers originate from and which particular
advertising medium has directed them to us. We evaluate every
single factor we can, even down to the difference an advertising
headline can make in arousing buyer response.
Statistics available from our web server has allowed
us to develop the best possible analysis of which particular
headlines create most interest and which price range is in highest
demand on a week to week basis. These figures reinforce the
observable patterns from e-mail enquiry, phone calls and walk-in
buyers.
Knowledge is power. The more we understand
the market the better we can design a programme to bring the
result you want - a sale!
Does
It All Depend On The Agent?
Selling is a partnership. We can provide the best
possible marketing skills and sales skills but, we are dependent
on our sellers providing us with marketable properties. If the
price is wrong the buyers will choose a similar property that
is more in tune with market values rather than risk making an
offer and end up facing rejection. Many buyers cannot mentally
picture what a home will look like when they live in it. Their
vision is much more likely to be clouded if the home is in need
of even minor attention or is poorly presented. Some people
will totally ignore an untidy home that has all the features
they say they want and instead, chose a superbly decorated and
presented home even though it lacks some of the “must haves”
on their wish list.
We are partners in this selling process together.
You price your house to current market values and keep it well
presented and we will supply the expertise needed to find the
buyer and close the deal.
How
Should We Advertise?
Over the years we have developed a marketing programme
that provides a range of options for our sellers. Each property
is different and not all forms of marketing are either cost
effective or suitable for each individual property. The programme
used by Lane Realty is designed for maximum exposure at minimum
cost. It is individually tailored to your property and to the
method of sale. An Auction programme will differ markedly to
an Exclusive Agency programme. A very visible home does not
need a Colourphoto sign, a “hidden treasure” does.
We discuss the various options with you when we list your property
and make recommendations according to the type of property on
offer.
Advertising
is Advertising - Or Is It?
The size of the ad, the choice of photo, the wording
and even the layout can influence the reader to reach for the
phone or pass on to another ad. There is simply no contest between
a little black and white text only classified in a newspaper
and a well designed and written colour ad with good photos.
In a society where imagination is becoming stultified by visual
effects, how can we expect people to respond to the traditional
agent’s newspaper ads?
Do people read newspapers still? Many don’t.
So, the days of reliance on papers has long since gone. Which
papers do prospective Mountain buyers read? If you are selling
a home in the “first home buyer” price range you might
get some response from the Gold Coast Bulletin, the local regional
paper. Better quality homes are far more likely to obtain a
response from the Courier Mail. The cost of advertising in all
newspapers far outweighs the benefit. In most cases the dollars
are more productively spent on magazine ads, flyers and internet
advertising.
Boring headlines, abbreviated or unemotional text
and, poorly conceived “closing phrases” can all cause
an ad to lose impact. If it is your dollars the agent is spending,
you need to know that the agent has the ability and know-how
to produce effective ads that will induce potential buyers in
your price range to view your home in preference to other homes
competing for their attention. You’ve probably noticed
that many agents’ ads look awful and sound “ho-hum”.
If you could see the poor quality photos and text scribbled
on bits of paper that are sent in to the magazine publishers
as copy, you would wonder how they even manage to make the ads
look passable.
Lane Realty has a reputation for having the best
photos with all our publishers. We are also recognised for balanced
layout and carefully phrased text. We have achieved this by
“going the extra mile”. All our ads, flyers and signs
are created on computer. We design the layout to ensure that
the font size is not too small and that there is a visual balance
in the overall ad. Our headlines and much of the textural material
comes from a great little computer advertising programme we
discovered on the Internet and purchased in from America. No
other agent in Australia has a copy of that programme.
Is
Mutual Trust Important in Selling Property?
In short, Yes! An honest agent must have confidence
in the property and in the sellers. If you are unwilling to
place your trust in the agent how can you expect the agent to
feel good about your home and convey the right vibes to the
buyer?
It takes many skills and 100% attention to the
task in hand to sell a home. The agent needs to have ready access
and feel secure in the knowledge that another agent with possible
buyers will not suddenly appear while the house is being shown
or negotiated. Any distraction of that nature can cause not
one but two potential buyers to be lost.
In an industry that only gets paid by results,
the knowledge that another agent may also have a buyer can cause
even a seasoned salesperson to resort to higher pressure tactics
than would normally not be used and can inadvertently cause
the buyers to decide against your property. Wise and properly
trained salespeople do not use high pressure selling techniques,
EVER. They know that if they have correctly assessed their buyers’
wants and needs, the buyers will like all the properties they
show them and simply need assistance and time to rationalise
out the comparative qualities of the homes they viewed before
making their choice. Many buyers need time to think, sometimes
even days or more. They need “space”. They certainly
do not need to ever feel pushed.
Competition may be a good thing, but in house
selling it’s a “No-No”!
1.2
Our Success Formula
Lane Realty
has devoted 15 years to developing the most effective system
for selling Mountain properties. That is why we are the TOP
selling agent on Tamborine Mountain
THE LANE REALTY SUCCESS
FORMULA
OUR PROJECT SYSTEM
Only a small number of properties are
included in our project system
OUR WORLD WIDE WEB PROMOTION
THROUGH THIS WEB SITE
Winner of 14 prestigious International
Internet Awards - Including the Golden Web Award for
2002-2003. It gets results! - Over 50%
of contracts being written by Lane Realty originate from this
web site.
OUR HIGHEST PRICE NEGOTIATION SYSTEM
Our team has had extensive negotiation training to ensure that
we are
Working in the best interests of our employer
- YOU
OUR PRO-ACTIVE MARKETING
Australia wide colour magazine advertising
reaches out to buyers across
the Nation. Massive signage & Flyers ensure we reach all
available local buyers.
OUR BUSINESS DEVELOPMENT SYSTEM
We have extensively tracked our advertising for over a decade.
We know
where to advertise to reach the prospective Tamborine
Mountain buyers.
OUR PRIVATE MARKETPLACE
We have served a large number of residents in this area and
these people are now in our private marketplace. Many
of our sales come from local referrals.
OUR PROFESSIONAL QUALITY MARKETING
Our marketing is prepared on computer.
We use a unique property advertising programme from America.
We invite you to compare our ads and window displays with our
competitors’.
OUR SATISFIED PAST CLIENT LIST
Ready for you to call and be asked anything about us.
OUR USER FRIENDLY FREE PROMOTION PLAN
A win/win promotion system - Extensive
quality advertising at NO COST to you.
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