Designing Menu Programs

Real estate menu programs are a great way for brokerages and agents to survive in today's changed real estate world. Even in a depressed market, the ability to offer options will help professionals in the real estate industry grow, as potential clients see them responding to the shifting climate. But, just how does a brokerage or an agent go about creating a menu program that will appeal to clients who are both demanding more and paying less? Let's take a look at one strategy.

No matter how new you are to the real estate industry, you have some experience to bring into play. That experience is what you will draw on as you are creating a menu program. It doesn't matter whether you are using a template drawn up by a successful peer or your creating your own design, your experience will be critical in determining the menu and the prices on it.

First, consider that your menu will be presented to two totally different markets. On the one hand will be the seller, the traditional giver to the bottom line of the real estate agent. On the other hand will be the buyer. You will want service specific choices for each of these markets, as you want to appeal to both. Keep in mind, as well, that as the market shifts buyers will become more and more a part of the bread and butter of the agent and the brokerage.

Now, think about your experience in the real estate field. What specifically did you do in your last transaction? List everything you can think of, first for sellers and then for buyers.

Now that you have your list, take a close look at it. It should reaffirm you in the job that you do as an agent or a brokerage, in connecting people with the home of their dreams. So far, though, all you have done is create a bit of an advertisement for a traditional real estate brokerage.

Time to break with tradition. Looking at each item on the list, group them together as far as where they took place in the process. Were you helping to market the property by putting a lock box on? When you connected the seller with reliable appraisers, you were helping in the communication process. Every step will belong in a category.

Once you have the steps assigned to categories, you begin to see the menu take shape. Now all you have to do is consider the time spent at each step. You can sell sections altogether, or break down each service and price it individually. Suddenly, your menu is created and you have a much stronger marketing tool with which to appeal to potential clients.