Prospecting better with digital at Raine & Horne Gosford and East Gosford

Kristian Bingham got his start in real estate as a sales cadet at the Raine & Horne Mosman office, working with some of Sydney’s top agents. Now as the Sales Manager of Raine & Horne Gosford & East Gosford, Kristian is passionate about coaching his team of agents to reach their full potential through smarter ways of operating.

Early in his career, he spent the first year of his career going through orphan data inherited from experienced agents that has been gathered over 27 years.

What prospecting used to look like

“I was checking raw contact data from the last 27 years against RP Data and calling them offering appraisals,” says Kristian. “When starting I was dedicating 4-5 hours a day to just ringing the database.”

In 2020, Kristian started using the prospecting framework taught by Lee Woodward in his ‘Complete Salesperson’ course to then evolve his prospecting process. This framework centred around a piece of communication that might be new to a lot of real estate agents: Digital Price Updates.

What is a ‘Price Update’?

A Price Update contains tailored information about a specific property or area that is sent to a segment of your database. It may contain key information, like:

• General market sentiment
• Recent comparable sales or surrounding sales
• An estimated price for that property

“What makes Price Updates effective is that the information is a direct one to one prospecting that is relevant, personalised and warm,” says Lee Woodward, who still coaches real estate agents on this game-changing prospecting methodology.

If you are using Realtair, Price Updates are a readily available template that can be created in as little as 10 minutes. The output will be a Realtair Pitch digital presentation with a unique link that can then be sent to your database using email or SMS.

Kristian and the team at Raine & Horne Gosford & East Gosford signed up for Realtair after being intrigued by the idea following the ‘Complete Salesperson’ course.

“We sent thousands of Price Updates in the first few weeks. We gave it a shot and it really worked for us,” says Kristian.

How has this changed prospecting for Kristian and the team?

Kristian has now coached his entire team on digital prospecting. The Raine & Horne Gosford & East Gosford team send Price Updates to their database quarterly, keeping detailed notes against each client in VaultRE and making sure to get permission before sending.

“Just the Price Updates alone won’t be enough to get you a listing – it’s got to be accompanied on both sides by a conversation,” says Kristian. “Most people find it extremely useful, and that’s one of the questions we ask in our follow up calls: Did you find the link in the text message that we sent you interesting? Was it useful for you? Would you like to keep receiving that?”

The team still spends 4-5 hours a day staying in touch with their database, but that time is now spent more efficiently since adopting Price Updates to enhance what they used to do by phone.

According to Kristian, going into prospecting with the mindset of helping people first is key. If you’re coming from the position of trying to help people, they would be very open to speaking to you.

Prospecting in 2021 during COVID

During COVID in 2021, restrictions in New South Wales made visiting households hard – it was during this time that utilisation of Price Updates gave the team a way to continue providing relevant information to their clients without face-to-face meetings.

“We actually had our best year on record. We also picked up a lot of market share in new areas we haven’t been in before. Having the Price Updates during restrictions definitely gave us the opportunity to attract new business in 2021. I have a new salesperson with no real estate experience starting soon, and it’s straight into Realtair for them,” Kristian states.

Using Price Updates via Realtair

One of the easiest ways to start sending Price Updates is through Realtair. As one of many templates Realtair Pitch offers out of the box, it only takes moments to open up the Realtair platform and start tailoring your Price Update template. During the onboarding process, Realtair’s specialists will also work with you to get your templates customised with your agency’s branding and unique sales story.

“I’m not the most tech-savvy guy; I find Realtair’s Price Updates to be exceptionally easy to use. I speak for a lot of the people in my team as well – if it was hard to use it wouldn’t get used. We’ve used other platforms that have done similar things and they haven’t been used,” adds Kristian.

“I wish Realtair was around when I started. I feel like my progress would’ve been sped up completely if we had Realtair’s Price Updates in 2014. Everyone has a smartphone these days, it’s amazing the amount of information you can get across. They say a picture is a thousand words – a Realtair Price Update is a million words.”

“The Price Update is the very best way to claim the doors of your area and secure future business with a digital notification system that allows you to call the right people at the right time for a real reason. No more ‘touching bases’,” says Lee Woodward.