How skilled are you at presenting condominium communities – both online and in person? Condo sales and marketing experts Uri Vaknin, Shahn Douglas and Mark Bunton take listeners, step-by-step, through the order of an effective sales presentation. Whether you are an on-site condo sales agent or a general brokerage agent helping clients find a home, you’ll learn how to sell a condo community from the outside in using the using the “funnel” sales technique.
By the end of this episode, you’ll understand how to apply this technique to your website, sales center, and physical sales path through the building. Tune in to season 2, episode 5 of Condo Artist: the Other Side of Real Estate, to learn:
Uri Vaknin 00:00
So when all those digital marketing efforts pay off and people start going to your website, coming to the sales center, we need to be ready to present what we have. And you know, we have a philosophy of how, you know, condominiums and communities should be presented, and it really goes from the outside in.
Uri Vaknin 00:37
Welcome to another episode of Condo Artist: The Other Side of Real Estate. I’m your host, Uri Vaknin, a condo sales strategist who has developed and sold out 1000s of condos in Atlanta, Las Vegas, Florida, Detroit, Texas, Nashville, all across the United States. Each week I along with my co hosts and colleagues, Mark Bunton and Shahn Douglas, will bring you the latest insights, best practices and sales techniques to sell out more condos faster no matter the market. At times, we will delve into architecture, design and urban planning, as they pertain to condos and condo living. I am an admitted podcast junkie. But in our search for podcasts about condos, we all realize that there really weren’t any out there. Throughout the series, you will get to know more about me, Sean and mark and are 53 years of combined experience in the world of condos. One of the things that has become glaringly obvious to us is that most people, including real estate agents, buyers, architects, and even condo developers don’t fully understand condos, this podcast will pull back the curtain on the world of condos. Welcome to another episode of Condo Artist: The Other Side of Real Estate, after our last podcast about The Art of Digital Marketing, what we wanted to cover today was presentation, it’s showtime. So when all those digital marketing efforts pay off, and people start going to your website, coming to the sales center, we need to be ready to present what we have. And we have a philosophy of how being condominiums and communities should be presented. And it really goes from the outside in. And we look at it as a funnel. We want to start with the neighborhood, the town, the community, and especially if you are in a resort town, right? Right, you know, Shahn, when we worked on a lot of properties in Florida, oftentimes, we had buyers who were coming from, you know, other parts of the country. And while they may have known, you know, the city or the beach town or whatever, it was really incumbent upon us to be a little bit like the Chamber of Commerce sometimes.
Shahn Douglas 03:03
I mean, we spent a lot of time with, you know, going around and figuring out what the best points of interest were for the buyer.
Uri Vaknin 03:11
Exactly. You know, obviously, the first thing everyone wants to know is, how close is the nearest grocery store? But in places like, you know, resort towns, you know, how close is it to the beach, or how close is it to the airport, and so forth. And so then it’s coming from the outside. And so you start off with, you know, the community. And it’s interesting, even when you are working in in a town like our normal city, we saw this in Atlanta, when we had a lot of empty nesters who were moving from the suburbs into a condo in town, while they kind of obviously, you know, conceptually understood that they were going to live in town and how cool that was, we really needed to lay it out for them as well, too. Because their first question again, was, where’s the closest grocery store. And a lot of times they want to know, because they walk there. But then they also wanted to know about other things. And we have to really explain to them, even though they lived in that city, what that neighborhood was like, so it’s, you know, the neighborhood. And then you know, believe it or not. The next thing if you’re working on a new construction community is to really tell the story of the developer or the sponsor, as it’s called in some markets, and really tell that story because people want to know who they’re buying from. And they also want to know, you know, the reputation, you know, what they want to know the experience of that developer or that home builder. So it’s a really important part to tell the developer story. Well, it just builds credibility. Exactly. And it’s key to build credibility. And then you want to talk about the building or the community. You know, if you’re in a tower, you talk about all the amenities if you’re in the communities talk about, you know, the community, you know, a lot of times when we worked on Northstar Yacht Club. It was about the whole campus 13 acres, Northstar Yacht Club was the property we were actually going to reference probably a few times. And we referenced alive because we learned a lot of lessons there. Were there were things like walking paths, there were gardens, there were gazebos. So it’s really, you know, selling the community, the amenities. And, you know, the pools, the fitness center, if there’s a steam room, and a locker room, all that kind of stuff. And at this point, you know, the buyer should be so excited about what you’re offering, that, the next thing you do is, and the final thing you really do is sell the home and the floor plans. And so that’s really key. Because oftentimes what people do, and by people, I mean, you know, real estate agents, you know, condominium, onsite specialists, is they go straight to, you know, how many bedrooms you need. And let me show you the floor plans,
Shahn Douglas 06:04
or how about when they just open the door and let you in to the model home and they don’t have any qualifying, you know, information on you at all.
Uri Vaknin 06:12
I know, that’s something we are going to talk about in you know, in our next podcast is really on demonstrating, you know, the homes,
Mark Bunton 06:20
I think another thing is just, here’s the keys, go let yourself in
Uri Vaknin 06:24
it? Well, yeah, we’ve seen a lot of that that’s not selling.
Shahn Douglas 06:29
Right. And what you know, another thing that we do, which I think is another touch that sets us above is we don’t hand over the card, you know, the registration card, when we’re, you know, when we’re getting information, maybe I’m getting off topic a little bit. But again, you know, we’re, we’re writing all this down, we’re making sure we have all that information on the buyer, as we move through this presentation process.
Uri Vaknin 06:51
Well, Shahn, you bring up a really great point, which is maintaining control of the presentation. And we’re going to talk about in our next podcast episode demonstration. And the number one way to do that, and you hit the nail on the head with this, Shahn, is it drives me crazy when you go to a sale center, or you work with a real estate agent, and they hand you a clipboard, with a pen stuck in it, and a registration card. So when are the two times in your life when you when that happens to you,
Shahn Douglas 07:24
Uri Vaknin 07:27
and the DMV. And those are two
Shahn Douglas 07:33
places to go.
Uri Vaknin 07:35
I mean, hopefully your doctor’s office is not a dreadful place. But what we don’t want to do is we don’t want to subconsciously, you know, instill in our prospects mind, that experience, the whole concept of It’s show time is we are welcome them home. And we want them to make make them feel like they are coming into their future home. And you don’t do that by handing them a clipboard with a pen with a big flower on the end of it. So they don’t lose it and have them fill it out.
Shahn Douglas 08:09
Well, you know, let’s go a little bit further you get up from the from the desk, you you know, you move forward towards them, maybe you stay six feet apart right now. But you know, you offer them a beverage or, you know, something to make them again, make them feel at home, make them feel welcome,
Uri Vaknin 08:25
right? I mean, so it’s a you’re really trying to maintain the control and what you filling out that card does and how that maintain control is several things. One is you’re asking the questions, you know, obviously getting their name. And then when they give you their name. And if it’s a name that is not easily, you know, a lot of people have names, you know that you don’t necessarily know how to write them or how to pronounce them, you can write it down correctly. Because oftentimes when people write stuff down, you can’t read their writing. And so you can write down their name, you can get their name correct. And you can then pronounce it correctly. And then what you you know, whenever I’d say half the time, I can’t read people’s email address, right, and their email address is so key. So you’re, you’re getting the correct email address spelling. And then it’s also part of how you open up the conversation by getting that information. And then when you get their address if they give you their address on you. And if you know the neighborhood, if they’re living in that community, you have a better understanding of where they live, where they’re coming from, what the value of their home may be. So those things are really key. So it’s a great point. And because during the presentation, and during your show time, you really want to maintain control and it’s the number one way to start maintaining control.
Shahn Douglas 09:56
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Uri Vaknin 10:51
Yeah, let’s get back to this, you know, this funnel selling from the outside in. So you start off with the the neighborhood, the the developer story, if there is one, if you’re selling a resale, you may still want to talk about this, you still may want to talk about who built the building? You know, was this built by a well known developer who has a you know, really great reputation. So just because, you know, this is a resale doesn’t mean you don’t you skip that point. You know, if it’s a historic community, obviously, you may not know it. But you know, one of the things, you know, we sold buildings around the country, which are oftentimes built by a well known architects, historic architects, or it was a historic design, you do want to talk about that. And then, you know, I always say by the time you’ve gotten to the point of right before, you’re going to tell them about the floor plans in the homes, they are so excited about the concept of your community, that at that point, it’s just picking, you know, the right floor plan that works for them. And at that point, you know, when you go into your tire, your you know, your your the timing, investment, requirements and experience that we talked about, I think it was an episode two and three, and season one know your buyer. You know, once you get all that you can then better pick which floor plans make sense for them. But let’s talk about what it’s really draw down on this selling from outside. And this is not just done in the sales center is it? It’s done on the website, too. It’s from everywhere. So it’s done on the website. It’s done in the sales center. And then it’s done on the physical sales path. There’s the critical path to selling, which again, is tire timing, investment requirements, and experience. And we harp on that a lot. Throughout our podcast, we’ve talked about it a lot. Mark loves to talk about it, at usually Mark TIRE! is what he says.
Shahn Douglas 12:58
slam your fist on.
Uri Vaknin 13:01
Exactly. You got it, you got to beat your and for every letter, you got to beat your hand down. And what do we always have to say to Mark Mark, not everyone, unfortunately, has listened to every episode. So we’ve got to go back and explain what tire is. Right. Right. Mark is nodding his head. Yes, tire. So. So it’s got to go from this outside in is an all components. It’s in the website. It’s in the sale center. And it’s in the physical path. And let’s talk about what that means. So in the website, Shahn, like, take it away, talk about how the website should be set up and tabs and in order.
Shahn Douglas 13:43
Yeah, exactly. Well, I think you know that when you land on that page, it whether it’s a video, the landing page, the home page, whether it’s a video, or you know, just copy and images, it’s going to, it’s going to paint a picture of the area. And you may have some individual photos of the property. But overall, it’s going to be more about the feeling you’re going to have living there, you know, whether it’s your close to all the restaurants, more lifestyle, imagery, and then you’re going to go into, you know, the developer story, we always have a developer story, which again, lends credibility and that story could even just be a team story. It doesn’t necessarily have to be just the developer, it could be who your you know, hoa association is it could be who your designers are. Anybody else it even could be your lender, you know, that’s the team and again, that just builds entire credibility around the whole property or the community because it just, you know, let you know that we have all of our ducks in a row. And you can look up everybody involved and you know, we align ourselves with with good people. So that’s always great. Then you want to go into, you know, the residences or excuse me, then you want to go into the amenities and anything that might have, you know, that is a feature For the property, whether it’s the pool, the tennis courts, the dog park, any convenience, basically, ease of access, why people, you know, choose condominium living. And then you would go, you know, again down into the residences and the residences where it really gets defined on floor plans and finish level. So you’re, you know, again, working from the outside of the funnel, moving into the actual home, don’t leave anything out. I feel like I might have,
Uri Vaknin 15:28
right. No, you did perfectly. On the website? No, I mean, you on the website, you do this. And so because you want to tell the story, and you want to tell it in order, you know, and we talked about, you know, people, you know, when we talk about tire, and people like, Well, can it be out of order? Well, you know, the rule is that it should not be out of order, obviously, for every rule, there was an exception. But it when you tell the story the right way, you’re building up to what people to getting people to want to live there. And then by the time you get to the actual residences, they are so convinced that they want to live there, because they love everything they hear, you know, it’s a great neighborhood, a great developer, great amenities. Now, let me just pick the floor plan that works for me, right. And so that translates into this when they come into the sales center. So now when they come into the sales center, you know, and sales centers are different today, then, you know, back in the day, when, you know, we would have these beautiful graphic displays, and we would have the display of we would have, you know, the neighborhood right where they was, and oftentimes, there was a location map. And when the map always showed, you know, our property in the center, it was in the heart of it all. And then we would you know, Shahn, what, what did we show in the location? Matthew, what were the important things to people?
Shahn Douglas 16:54
Well, like you said earlier, you know, obviously grocery stores with any type of restaurants entertainment, especially in Las Vegas, I mean, I think it’s, it’s a great way to show how close we are to all the amazing things that Las Vegas has to offer. You know, one of our properties, one Las Vegas, we, you know, we basically, I’ve done a whole campaign on proximity to Allegiant Stadium, which is the Raider stadium. But in general, it’s going to be where you can your conveniences, right shopping, eating, entertainment, grocery stores, post office, things like that schools, if you’re in a, you know, an area where there’s really great schools, and people do live in areas just for the schools, you might do that as well, and universities, things like that.
Uri Vaknin 17:37
And what about transportation?
Shahn Douglas 17:39
Well, that’s true transit the airport, correct. So is it good to have the transportation or even the highways, you know, like, before close to i 15, to get to California? You know, we always show that on our maps and
Uri Vaknin 17:51
stuff. Yeah, cuz people want to know, like, people in close proximity to airports, proximity, highways, and proximity to public transportation, if you live in cities, like Chicago, or New York, but then when we were in resort towns, you know, people want to know proximity to whatever the resort feature was, like, the beach, the lake, the ski slopes, whatever it may be, you know, if you’re a ski in, ski out, all that kind of stuff. And so then, after you do that, so we would have these displays up that would, and then, you know, have the location map on that really visually says, you know, where we are, and you know, and how convenient everything else is. And then we have a display that would have the developer story. Or if you talked about the team story, a lot of times in today’s world, the team stories on what’s more important, you know, who’s the architect, who’s the the interior designer, you know, who’s the developer, obviously. And then if it’s a if it’s a condominium building, hoa, hoa, who’s, who’s managing the HOA, because people want to know that, you know, and so then after that, we would then have the display that really talks about all the amenities. And this could be sometimes just done with photographs. It doesn’t have to be almost anything more than really great photographs. And if it’s a new construction, you know, community, obviously it’s going to be renderings and renderings are really key here, if it’s new construction, if it’s to be built is that they’ve got to be really good renderings. You know, cheap renderings. Say you are, if they look cheap, they’re gonna think your product is cheap. So spend the money on renderings if you’re new construction development. And then finally, what you’re going to do is show you know, you could show some floor plans, but you also you really show the finish level of the homes, you’d have key shots that show kitchens, bathrooms, things like flooring, balconies, on stuff like that, but in today’s world where things you know You want to infuse technology, you don’t necessarily have to do display boards, sometimes just, it depends on, you know, the product type, it depends on the buyer demographic that’s going to be buying there, that really helps dictate, you know, what you use for your presentation. You know, if you’re going after a younger demographic, you’re probably going to do a large touchscreen. And on that touchscreen, will have all of these components that we just talked about, but it will all be in some sort of, you know, platform on the touch screen. And, you know, and you probably actually even have more and more ability to do stuff on a touchscreen, right? Because you could really drill down and have all all the floor plans on there, you could have the site plans on there to show exactly where the floor plan that people are looking at fitted to the entire building footprint for that floor. And so, you know, I love the touch screens, because what do they also do, like, hopefully, your sales center is jam packed. And so then what it allows for is passive selling, what is that passive selling?
Shahn Douglas 21:15
passive selling is when you know, people get up and start looking around at stuff while they’re waiting to see their sales agent.
Uri Vaknin 21:23
Exactly. So that’s what I mean, obviously, the display boards do that too. But the display boards are not interactive, right? They’re just visual, they look at it, you know, and they, I mean, it’s they’re good, don’t get me wrong, it’s not a bad thing to have. But with a lot of buyers where you know, everyone, you know, when you look at a picture, a static picture now, what do we sometimes do to that picture? We try to make it bigger like we do on our phones, and like, Oh, we can’t do that. And so we live in a world where people love the touchscreen. And so I highly recommend Shahn, you know, Mark, what do you think? Do you think touch screens, or the LED display boards? touch screens? Definitely.
Shahn Douglas 22:00
Yeah, I think touch screens, I mean, there’s more, you can change things out, you know, if a board is outdated, say, you know, you get a new model or something, and you don’t have the access to be able to feature that new model in your display board without reproducing the whole board, which can be costly, if they’re done nicely. And I mean, before touchscreens were the were the way we did some pretty elaborate and very expensive displays in our specially new construction sales centers. But you know, I think another point to make with the display, or with the you know, touch screen is, it’s a really, the agents really need to utilize it. It is a it is huge on the discovery of learning about those, you know, the clients at the time, the customers at the time. So to skip that piece is is really, you know, not very beneficial in the sales process. Because I think that you can find out a lot about your buyer. And if the buyer is serious, if the buyers there just to look around and look at the models, you can you can tell that if you’re asking the right questions on the touchscreen, and then you don’t waste your time running them around showing them every floor plan you got, you take them to the model. And it’s that, but I know that’s gonna be in another episode, but it is it all goes hand in hand?
Mark Bunton 23:18
Well, I think one of the I definitely know the touchscreens that we’ve been using have some features to them that I haven’t really seen anywhere else. I mean, we’re able to update the information that our potential buyers see on the touchscreen, you know, almost daily, or however often we want. So they can see up to the minute inventory and also the success message of how much we have sold. And sorry, but this is gone. Sorry. But this is gone, which I think works to our advantage and creating urgency and and showing me you know what a great property you have and how everybody’s interested in purchasing there. I think one of our touchscreens are a couple of them. We were also the buyers were able to email themselves, what information and floor plans and other stuff that we had available to them and will be captured their email address and sometimes their name depending on what they put in there for us. And that was another way that we were able to capture information.
Uri Vaknin 24:14
That was your right Mark I completely forgot about that is that is a touchscreen. If there was a floorplan that they liked, they could press the little heart button, if there was an image that they liked it press the heart button, and then at the end, it would just fill in their name and their email address. And I think there was a good opportunity to fill in their home phone number, and then it immediately sent them a produce. And it would say something like, created specifically for Joan armatrading. You know, the whole document that was like a brochure that was created and an email to them, you’re right and then it sent it to our sales team as well. So they saw exactly what the buyer liked as well too. So That’s a great point, Mark. I forgot about that. And so that so I think we’ve all decided unanimously that we really think the touchscreen is probably the way to go in today’s world. Yes. And particularly when you have new construction, where you need to have a lot more imagery and a lot more stuff. But also, I think, because I think renderings might also look better on a touchscreen than they do on, you know, as a printed photograph, sometimes. So, great point arc, about, you know, how to demonstrate on a touchscreen, and kind of some of the key qualities.
Mark Bunton 25:37
And to clarify, when we talk about touchscreen, we’re talking about something that’s as large as a, you know, a 36, or 40 inch size, inch size television, we’re not talking about the little iPad, but but you know, actually both could be used, right? I mean, right now what your budget is, and then what you’re doing, but, you know, a big cut stream TV on your wall, people can walk up to it, they can watch it, you can have videos playing about your community. Just it’s a wealth of information for like you said, passive selling, until such a time as an agent can address them and start their presentation and then use it for active selling.
Uri Vaknin 26:19
Yeah, exactly. Exactly. The other thing, what we can also do is, you can have both, you know, if you have a busy sales center, especially like in resort markets, where you know, you have these early peak seasons, and everyone comes, you can have both the touchscreen. And then you could also have some display boards that further reinforce the message, which are, I think, the developer story, in many cases, always great to have as a display board, obviously part of the touchscreen as well, I think that’s really key. And then the location map is always great to have, you always want to show what your community is in the heart of wherever you are. And then also, one thing that we did forget to mention is the impact logo. It’s the first thing that people should see when they walk into the sales center, just like the first thing, one of the first things they should see when they’re on your website is your logo, your mark your your image that represents the property correction.
Shahn Douglas 27:19
Yeah, that’s great. And, and again, you know, it’s nice to have that behind the reception desk, if they if you’re fortunate enough to have a reception person in your sales office. Otherwise, you know, somewhere very visible, maybe it is around the sales displays or the touchscreen. And, you know, I want to touch on another thing we talked about displays, you know, one thing that we started doing here in Vegas, and I think was impactful was we we would blow up any of our PR articles or any press that we had received. And in any you know, in the newspaper or magazines to just again, reinforce lifestyle, the product, the community and you know, it was always beneficial for people to see maybe it maybe it was even announcement of something that’s coming, you know, coming soon to get to build the value of buying a home in that area. So, you know, it took on a little different look, based on you know what was going on, but it’s something that was very effective.
Uri Vaknin 28:19
You’re right and kept things fresh and can show that we’re constantly getting media attention or that new things are happening. That’s great, great point.
Shahn Douglas 28:30
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Uri Vaknin 29:22
So now we know about how the website should be presented. And we know about how the sale center should be set up. And so that that concept of selling from the outside in is now also has to be translated into the physical sales path. By that I mean the exact way you take people through the building that once you read the sales center and there’s a whole lot more you have to do in the sales center which is qualifying the buyer and all that stuff which you know, goes back to what Mark what’s the word, tire, tire and what does it stand for. We can’t say
Mark Bunton 30:00
it enough timing, investment requirement and experience
Uri Vaknin 30:04
Exactly. And for our listeners, if you want to learn more, go back to season one, episode two, and three, who is your buyer. And you will learn all about that. And so now when you’re leaving a sales center, there’s a physical path that you take the buyers on. You don’t wait what a lot of places do, which is crazy is they take people straight to the models, straight to the models, or they won’t even do that. They will tell you where the models are, and tell you to go on your own, which we will not deal with in today’s episode, but we will talk about how to demonstrate, you know, specific columns and models. But the whole goal just like it was on the website, and just like it was in the sales center, is you want to sell from the outside in. And you want to get people so excited about the property that once you get once you’ve done the demonstration and presentation of the property. Once you get that done, all you’re trying to do with a buyer is pick which home is the right home for them. And so what’s interesting was Mark, do you remember the Ponce in Atlanta, Georgia? Yes, I do. So the Ponce was in historic building that was built in 1913. And the building literally had no amenities. It was one of those it that was it is one of the most beautiful buildings in Atlanta, Georgia. And in the lobby. It had the only Tiffany stained glass window ceiling in the lobby. And there was also a doorman old school doorman, and if he knew you had a big client coming, what you do is he would get dressed up and his doorman outfit looked like something off of Fifth Avenue with the doorman buildings there with his hat on and everything. And so when I this was a building with no amenities, but it had the Tiffany stained glass, it had the doorman, and it had this amazing rooftop. It felt, you know, this building was like somebody’s Italian Renaissance style building. It’s on
Mark Bunton 32:23
the corner of a peach tree in Ponce de Leon in Atlanta, Georgia, if you want to look it up. It’s a gorgeous building.
Uri Vaknin 32:28
Yes. But remember those two things that had on the rooftop, which like
Mark Bunton 32:33
the gazebos or something,
Uri Vaknin 32:36
I don’t know what you’d call whenever you took a buyer up there, they would be like, wow, like they were so excited. That rooftop was so gorgeous. And when we talked about how people use the rooftop, and how wonderful it was, and they will see the views 360 views of all that land. Like at that point, you know, the buyer was like, wow, I want to live in this building. And what’s so funny was the building had no amenities, but it had these key features that were so exciting. And then I would take the buyer to the different condominiums that were available for sale. And I’m always always made the sale. And that’s what the property that doesn’t have any amenities. But when you have a building that has a lot of amenities, the physical path should be, you would show them the amenities that you know are of most interest to them. Right. And, and you’ve done that by qualifying them in the sale center. So if they talked about a pool and outdoor grilling, and the hot tub, you know, one of the first things I may show them is obviously the pool, you know, and they may say to you, I’m not really interested in the gym, but if your building has a really great gym, you want to show them the gym, because that’s part of the building of the value of the building, you know, because you may say that I get it, you may not be interested in the gym, but it’s part of what you’re buying into. And it’s part of like if you ever want to resell the building as part of the resale value of your home. So that’s really important. So you want to figure out for each buyer, it may be different, what your physical path through the building will be. And so then you get them so excited. And so like hyped up that now it’s time to take them to the home that they want to see right. And then that’s when the demonstration of the homes come into play. And then that takes us to our next podcast. And so that will be the end of this podcast. It’s showtime. And stay tuned for our next podcast, which is demonstration of the home. Thank you very much for joining us for this episode of Condo Artist: The Other Side of Real Estate and tune in till next week to hear how to demonstrate them.