Provide a professional image of your agency: create your portfolio

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The portfolio is the #1 tool for any real estate agent to enhance their service offering. We have set out the main goals as well as the guidelines to help you create your portfolio.

The portfolio’s objectives are to:

  1. Promote your services to your customer.
  2. Promote your communication strategy applied during the sale process of a client’s property.
  3. Reveal to the customer your action plan for home buyers.
  4. Inform the customer about your duties and responsibilities within the framework of your mandate.

The real estate book is undeniably the cornerstone of real estate agents and the best asset to sign new mandates.

Follow these steps to create a professional portfolio:

Step 1 – List down your service offering

Provide a list of the services that you offer to the seller: property photos and videos, maps and interactive tours, property enhancement and the warranties you provide to him, amongst others. It is important to work out this list carefully as it will surely contribute to the richness of your portfolio’s content.

Step 2 – Customer’s benefits

Pointing out each information from the seller’s point of view is critical. Each action undertaken should be beneficial to the customer. Here are some examples of prolific measures:

Step 3 - Organize your measures by theme

Review the list of your measures completed in Step 1. Then, group them under a single theme. For example, the marketing theme gathers information on the property published on the Web or your real estate property. Another theme can regroup photos, video and home staging.

The number of themes depends on the variety and number of services that you offer.

Step 4 - A logical presentation

Be logical in your presentation. Select the order you find appropriate; however is better to choose the chronological order. An example of a well-structured presentation:

  1. Presentation of your company
  2. Market Analysis
  3. Measures implemented to enhance the property (with sub-categories such as home staging, 3D presentation, etc.)
  4. Communication actions (agency’s website, partner websites, social networks, appropriate Web tools ...)
  5. The marketing
  6. Selection of purchasers
  7. Protection and other benefits
  8. Your commitment
  9. Summary (conclusion)

Learn more about some elements of your portfolio:

Put your logo on the profile page of your company, which is the cover page. Use one page for each service proposed. Each page should contain the following information: title of the service, the benefit to the customer and your approach.

The section dedicated to commitment defines all your responsibilities with regards to the customer. Explain to your client that you will organise visits or that you are taking care of the legal documents.

The summary concisely defines your service proposal, in other words all tangible measures to sell the property of the client. Once you get to this stage, it is essential to confirm the seller’s interest to work with you.

Step 5 - A personalized presentation support

A paper portfolio would better suit to a senior clientele, while the younger generation is more attracted by a digital portfolio designed on PowerPoint, for example.

Step 6 - Professional visual for a "Wow" factor

Once you have most of your content, it is time to think about the visual aspect of your portfolio. It should be professional, consistent and impeccable - no matter the chosen media - to impress your client.

Step 7 – A good communication

It’s not just enough to have a professional portfolio, it is essential to communicate effectively with the seller. Without surprise, preparation is the key. For that, no secret, train yourself!

Please note that you should avoid some elements in your property portfolio. Firstly, do not use the complex terms used in real estate market. In case your seller clearly understands your offer and the benefits that will be derived from, he will be more willing to sign. Finally, before giving an estimate, be sure to obtain the approval of the seller.

Finally, before giving an estimate, be sure to obtain the approval of the seller..

Remember that a property portfolio must deliver this message to your client: your wish, like his, is to quickly sell the property and at the best price.