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Brad McCallum, founder of the McCallum Group in Calgary, Ontario, sets himself apart with high-quality, cinematic listing videos. His focus on storytelling through video has helped him consistently close in excess of $100 million annually and build a YouTube channel with over 48,000 subscribers.
To differentiate himself from other agents, McCallum begins his listing presentations by defining a minimum level of care that all agents should provide. This approach shifts the focus from standard practices to what makes his team unique.
He then highlights the value of video as a differentiator, emphasizing the ability to reach prospective buyers directly through storytelling. By sharing “inside ball” insights with sellers, McCallum demonstrates his commitment to listing homes that are positioned to sell. As a seller, it’s important to be aware of the term ‘buying the listing’ within the real estate industry. This refers to agents who may overpromise on the listing price just to secure your business, only to later recommend a price reduction to actually sell the home.
I believe in transparency and honesty, even if it means potentially losing your business today. Before we discuss the valuation analysis of your home, let’s talk about pricing. Some agents may tell you what you want to hear, so it’s crucial to hear their thoughts on value before sharing your own. This way, if they agree to a higher price without justification, they might be ‘buying the listing’.
When we go over the numbers, they may differ from your expectations, but rest assured they are based on comparable sales and my honest opinion to maximize your sales price.
Moving forward, I believe in a natural transition to the next steps. For example, we can schedule our media team for next week to prepare for marketing, potentially getting your home on the market in two weeks. This approach ensures a smooth listing process and effective marketing strategies to sell your home.
What sets me apart is my commitment to honesty, transparency, and effective marketing strategies. If you’re ready to move forward, let’s work together to get your home sold.
Connect with me on Instagram or LinkedIn to learn more about how I can help you sell your home effectively.