How you can unlock more revenue with sales techniques anyone can use.
When we launched Aerial Canvas in 2018 we got a lot wrong. If you want to read about that, I went through some of the gorey details here.
But we also got a lot right. One thing we nailed right away was focusing on packaging our services and upselling our customers to improve our Average Order Value (AOV).
Most agencies start out at a price point “just to get the sale.” But because we made more money per shoot, we were able to pay our photographers more and aggressively re-invest in our business.
The benefits of doing this yourself are huge. Imagine increasing your average order value by 30%. If you’re shooting $20,000 worth of real estate photography a month, that would mean an extra $6,000 a month without going on a single additional shoot. Upgrading your existing customers is way easier, and more affordable, than getting 30% more customers.
The technique isn’t hard. We used some simple consultative sales questions that are natural and easy to do. In this article, I will walk you through the exact steps our photographers and project managers take to upsell clients.
A lot of agents in our industry are a bit dated with technology and unaware of the benefits of new solutions like 3D Matterport, websites, and video. This is an opportunity for you to educate them and take a consultative approach to help them adopt the investment.
Some assets like interior photos and aerial photography are about selling a property directly. Others, like guided tours and websites, build the agent’s brand and win their next listing.
Do your clients know they can adopt video to gain more exposure? Be on camera to build their personal brand? Or leverage their time better with a tool like 3D virtual tours? It is up to you to help your clients realize the potential of your products, and as a result, increase your revenue.
There are two opportunities to have this conversation. If you have the staff or time, I recommend calling shortly after the agent books. You can start the conversation about confirming their order and then shift to talking about their upcoming project. The other opportunity is when the photographer gets on site.
If you’re thinking that your photographers would be resistant to “selling” customers, we relied on them in the early days. And our photographers weren’t sales people, it’s pretty straight forward.
At Aerial Canvas, we incentivize our photographers by giving them a commission on the upsell.
Don’t be pushy; no one likes being “sold.“ Ask questions, listen, and make recommendations.
Ask questions that lead to a decision like;
“Are you looking to get a bit more exposure on this listing with video?”
“Would it make sense for you to invest in X product on this listing?"
Then let the conversation flow. Here are two ways to lead into the conversation:
“Most of our projects around 2,500 sq. ft. new constructions include video to really capture the quality and beauty of the property, are you planning to get video on this project?”
“Video helps our clients gain 2x exposure through social media and our partnership with Zillow, are you planning to invest in video on this project?”
Once you understand you clients needs, make an honest recommendation based on your confidence and expertise as a real estate photographer. For example, “based off the information you’ve outlined, I recommend doing the photos with the video, drone, and Matterport.”
Before you can sell anyone, you have to make sure they understand the benefits of a product or service. We’ve outlined just some of the benefits of the products below so make sure you talk about the value points first.
Different agents respond to different benefits, depending on what they value and their goals. So it may take a little work as you get to know an agent. In addition to what I described above, here are additional ways our upgrades can benefit them.
Sometimes showing is better than telling. Share samples so they can visualize how it could work with their listing and brand. Talk about stories on how videos or these other products have helped your other client succeed. For example - How your video helped sell their last listing for “$50,000 over asking price in less than one week” or how “the twilights got the listing noticed, and the buyer reached out solely because of how stunning the twilights were”
And most importantly, be friendly and kind. No one likes to buy from people they don’t like.
If you don’t offer these products yet, we encourage you to look into training on and adopting them to increase your average order value. Here we’ve outlined the most popular upgrades that have allowed us to reach an average order value of nearly $1,000 per project.
Benefit: Allows the agent to showcase all digital assets like photo, video, 3D, 2D floor plans, all in one place. Not only is this valuable for the property, but the agent gets a portfolio piece they can use to win their next listing presentation.
Potential Revenue per Order: $50-100
Benefit: Allows an agent to leverage their time better and more effectively showcase a property. Before driving 30 mins to show a property, an agent can further qualify a buyer with the 3D Matterport so they can figure out what type of property the buyer is looking to purchase and make an appropriate suggestion. The average Matterport can easily get 100-200 unique visitors.
Potential Revenue per Order: $150-300
Bonus: $50-75 if you upsell a 2D Floor Plan
Benefit: Drone just gives more perspective - and a point of view which allows the listing photos to stand out. If a listing is in a beautiful neighborhood or close to downtown, local amenities, parks, what better way to showcase that than from an aerial perspective. Bonus for you, drone photos and video are affordable to produce and can take just 10-15 mins to shoot with an experienced pilot.
Potential Revenue per Order: $75-250
Example
Benefit: Videos help agents showcase a home better and provide an immersive guided tour to highlight the best of the property. In addition, video performs very well on social media and will get them increased exposure. In areas where homes are in high demand, video is starting to become a norm, an expectation of the modern-day client. Video allows your clients to stand out and stay relevant.
Potential Revenue per Order: $250-500
Example
Benefit: When agents invest in marketing with you, it’s not just about selling the house, but selling the agent and helping them gain their next listing. Providing an agent the opportunity to be on camera gives them an asset they can use to build upon their personal brand and tell the world they’re actively selling real estate.
Potential Revenue per Order: $75-200
Example
Now that you’re equipped with some tools for increasing your AOV, it’s time to give it a try. On your next call with a new customer, spend the extra time digging in.
After you implement some of this knowledge and strategy around upgrades, we are confident you will increase your average order value. Let us know if you have any questions or ideas around how to better upgrade your business strategy.
%201%20(1).svg)
%201%20(1).svg)
%201.svg)
%201%20(1).svg)
%202%20(1).svg)
.svg)
.svg)