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I’ve been working on an interesting project tonight that’s raised a few questions that I’m not sure I have the answers to.  My printing firm produces a lot of listing kits for agents.  Almost without exception, they are provided to us in two parts. The first part is a series of printed sections that are generic.  These generic sheets discuss our clients’ listing methodologies and systems.  These sheets are then combined in some kind of binding system with variable content such as comparable sales and commission letters.  All pretty standard stuff.

I’ve had a entrepreneurial sales person who works for one of my clients ask me to build a listing kit for him personally.  He had gotten his hands on a listing kit done by a principal of a NSW agency that didn’t promote the agency or the brand, but rather, promoted this principal.  The document was fantastic.  It gave the impression that the guy was a legend and was a unique and talented salesperson.  When I thought about what it would be like to be a vendor and receive this, especially along side the standard listing kits that most agencies hand out, I would definitely choose this personal kit.

With this in mind, I’d like to suggest that you real estate marketing professionals give this some thought, why not personalise listing kits to each sales person.  I don’t mean just putting a personal profile in the kit.  I’m talking about a fully personalised document, “selling your home with Joe Agent.”  When references and personal letters are included, it really makes for a fantastic and unique presentation.  I also believe that this can be done within the structure of your brand–you just need to develop the right templates with limited editability.

It’s not often I come across products in this industry that genuinely stand out, but these kits were really special.