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In real estate appraisal terms such as, the “highest and best use” of a property is how that property would be used most efficiently or profitably. In the same way, the highest and best use of your time as a real estate professional means making the most of those events that lead most directly to sales, referrals and repeat business.

Spend more time with better prospects, using better presentations and proposals. Real estate’s top performers and coaches will tell you the highest and best use of your time is in personal meetings, proposals and presentations.

That’s why it’s vital to have a system to make the most of every marketing proposal, open house, and buyer showing. A system that enables you to convert more pros¬pects to clients may be the best marketing investment you can make. If you think you don’t have time to provide detailed neighborhood knowledge, consider the benefits. Neighborhood knowledge is a useful way to position sellers for a quicker sale, and homebuyers with the best information they need to make the best buying decision.

If you’re trying to sell a fixer-upper in a desirable area, it’s important to let buyers know about potential appreciation. When working with buyers, it’s a good idea to “sell the neighborhood” along with individual homes. This provides an opportunity to maintain buyer interest and loyalty even if a particular property is not available or doesn’t work out. Buyers and sellers need a trusted guide to transform overwhelming information into valuable knowledge.