How to Use Seller Seminars To Drive Sales During the Pandemic

woman on laptop watching a seminar

Selling a home can be overwhelming at the best of times, but being in the midst of a pandemic adds additional challenges for sellers. Understandably, some sellers struggle to keep up with the ever-changing guidelines, and many are reluctant to place their property on the market. This is where seller seminars can help you cut through the confusion and take the mystery out of the selling process for potential sellers. So, if you’re not doing them already, here’s how…

  1. Get Your Online Tools Up and Running

Virtual seminars are the best choice during the pandemic, and they allow you to reach many more people than in-person sessions. It’s also more convenient for potential sellers,  and allows them to find out exactly what the selling process entails without any obligation or risk.

There are a number of tools on the market that are appropriate for webinars and online seminars. Zoom is a popular option, and it’s free for up to 40-minute presentations with up to 100 people attending. 

Zoom has its own registration page, so you can collect contact details and qualifying data from attendees. Alternatively, you can collect data using your own CRM or mailing list program and simply send attendees a Zoom link for the seminar. 

  1. Prepare a Market Update

Give your potential sellers an update on the local market, and be prepared to answer questions about market conditions. No doubt, you’ll be asked, “Is it a good time to sell?” 

Potential sellers may not realize that properties with realistic prices are generating multiple offers, even during the pandemic. And the low interest rate environment is making home ownership more affordable, and allowing more families to move up to larger properties.

Other information which your audience may find useful is:

  • Tips on pricing
  • What types of properties are currently in demand
  • Average duration to sell in your area
  • Strategies to prepare a home for sale

You might consider inviting a guest expert to speak at your seminar as well, for example, a lender or financial planner, or a legal expert. However, be very careful about who you engage to do this. You don’t want to be facing a lawsuit because your ‘expert’ says something incorrect or misleading to potential sellers. 

  1. Tell Prospects What Selling During COVID Looks Like

Know your stuff in terms of government-mandated restrictions, and tell your audience what they are and how things differ from ‘business as usual’. You can obtain up-to-date recommendations and other information through the Centers for Disease Control website via the CDC COVID Data Tracker. Simply click on your state on the map, and this will link to your state’s health department with further info about important COVID-19 guidelines.

Sellers don’t want to take unnecessary risks, so let your audience know that you’re prepared, experienced and totally capable, even in these challenging circumstances. Talk about strategies you employ to ensure your clients are kept safe too, such as:

  • Doing as much online as possible
  • Limiting inspections to qualified buyers after virtual tours have been used
  • Providing hand sanitizer where required
  • Ensuring that strict hand-washing/hand-sanitizing procedures are adhered to when entering properties
  • Sanitizing any surfaces prospective buyers touch and frequently cleaning lockboxes etc
  1. Outline Your COVID Property Marketing Strategy 

There’s no doubt that the sales process has changed as a result of the pandemic. Potential sellers will want to know how you plan to market their property within the current COVID restrictions. 

This is the time to communicate to your prospects that you have strategies in place to still get the best results for sellers despite the restrictions. 

Explain how you will tackle open houses (if they’re allowed in your area) and private inspections.  

Do you have a great track record with virtual tours? Show a demo, so your prospective sellers can get an idea of what prospects will experience.

Cover the digital marketing strategies you use, so your prospective sellers will know they’re in experienced hands if they decide to use you as their real estate agent. 

  1. Keep On Topic

Sometimes in live webinars, questions can arise that aren’t particularly relevant to the topic at hand. Try to keep to your agenda and don’t be persuaded into answering questions that aren’t within your realm of expertise. You’re an expert in real estate, not an attorney, nor an accountant, mortgage broker or financial planner.  Always suggest that sellers speak to their own team about any non-real estate related questions. 

  1. Ensure You Have Real Estate E&O Insurance Coverage

There’s no time like the present to review your insurance coverage to ensure you’ll be covered in the event of a lawsuit. Sometimes mistakes can happen; or you could be named in a lawsuit through no fault of your own.  In all of these situations,real estate Errors and Omissions insurance can help protect you, your business, and your family’s livelihood. . CRES offers real estate specific insurance coverage.  With CRES E&O + ClaimPrevent®, you’ll even have access to Pre-Claim Legal Services 7 days a week.  

Contact CRES today at 800-880-2747. 

This blog/website is made available by CRES Insurance Services for educational purposes to give you general information and understanding of legal risks and insurance options, not to provide specific legal advice. This blog/website should not be used as a substitute for competent legal advice from a licensed professional attorney in your state. Claims examples are for illustrative purposes only. Read your policy for a complete description of what is covered and excluded.

Originally Published December 9, 2020

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