How the Best Real Estate Marketing Agencies Earn More Money with Packages

It’s time to decide for good. Who wins; Geico Gecko or Limu Emu? But this time it’s not about who's got the best commercials (I’ve never muted a commercial faster in my life than when Limu Emu comes up). This time, it’s about sales strategy and what customers really want.

Do they want as much choice as possible (Limu Emu: “Only pay for what you need”) or do they want curated options (Geico Gecko: “Bundle and save”).

I’ve worked with some leading Real Estate Marketing Agencies about how they package their services. We boiled it down to two reasons why you want to be The Gecko and leave Limu Emu on mute.

Be The Gecko: Bundle and Save

There’s a reason Geico gives more insurance quotes than any other in the country. People want simplicity and value above all else. “Bundle and save” is the key to helping customers informed decisions.

‍Scott Galloway said it best: “Consumers don’t want more choice, they want confidence in the choices presented. They want someone else to do the research & curate options for them.”

This is something we at Tonomo coach our customers about all the time.

Your customer is not the marketing expert. You are.

You are not a commodity competing with the lowest-bid vendors.

Real Estate Marketing has become about more than listing photos and your offerings should represent a complete marketing solution. Your Packages are your solutions, tailored to your customer’s problem.

Make More Money Per Shoot

Getting new customers is expensive. It takes a lot of time and can be one of the most expensive parts of your business. So on top of keeping existing customers, making more money per customer should be a top priority.

Here’s a quick breakdown, assuming you currently make about $200 per order on average:

Selling Packages and increasing your average order value by $100 gets you the equivalent of 50% more shoots a month.

A simple, clear Package structure reduces the time and effort involved in sales. A good Package structure should equip you or your salesperson to provide excellent recommendations and win the sale. Real quick, what sounds better:

“Well, you can really customize our offering to whatever you need. We can do it all and so whatever you need, we’ve got you covered.”

Or

“Based on this listing, I recommend our Silver Package. That’s a hot neighborhood and this will help you stand out in the market. I also recommend adding on Drone Photography because of those views you want to highlight.”

Is either of these options going to close the sale the first time without objection? Probably not, but I pick number 2. It establishes your authority and moves the conversation toward a close, not a brainstorming session where your customer decides what they need.

How to Build Packages

I recommend 3 offerings and for simplicity, we’ll call them Bronze, Silver, and Gold. But something like Essential, Complete, and Luxury is also common.

These offerings solve a single, simple problem. By addressing a specific problem, you are on a good foundation to justify the price based on the value you offer.

‍Bronze

Problem: “I’ve got a budget listing and need to get it on MLS.”

Solve it: In addition to Listing Photos, Bronze should include other items in your market that are considered the minimum to sell a home. In Southern California, that’s a Video Tour and some Drone Photography. Maybe in your market, it’s Listing Photos, a 2D Layout, and a single Virtual Twilight photo.

‍Silver

Problem: “I’ve got a good home in a competitive market and want it to sell quickly and above market rate”. (In other words: 80% of listings).

Solve it: In addition to Bronze, add real Twilight Photos, a Listing Website, 3D Matterport, and/or Social Media Edits. Again, tailor to your market.

‍Gold

Problem: “I’ve got a great property that I want to be a portfolio piece to attract more customers.” (Now the problem has changed. You’re no longer selling a house, you’re building the Agent’s brand).

Solve it: In addition to everything in Silver, add Agent-on-Camera Video Intros, Drone Videography, and Lifestyle Photography.

‍4th Package?

While I typically recommend sticking with 3 for simplicity, there are some cases where a 4th is appropriate. You may be well known in your market as “the 3D Matterport guy” and so offer a Package just about Photos and 2D/3D layouts. That’s okay, but see if you can make that your Bronze Package instead of adding confusion to your Package structure.

Keep it Simple, Leave the Emu on Mute

Your customers are busy and while Real Estate Marketing is important, it’s not their primary problem. Keep it Simple.

Your customers need to make decisions about complex things quickly and Packages are how you do that.

In addition, Packages are how you grow customers from treating photography like a commodity to treating it as an investment in their brand. They don’t do that by spending an hour customizing what solution each property needs; leave The Emu on mute.

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