Marketing & Media

First National in the media and the latest marketing tools

Bay of Plenty Times: Julene Foster, one of First National’s originals

Julene Foster’s journey with First National began in the 1980s, and she still smiles at the memories of those early days. ‘I remember carless days, and of course, it was always your carless day when you needed to write up a deal, I’d hop on my bike, ride down to the office, get out the old trusty typewriter with the blue carbon copy paper, type up the agreement, and then pedal off again to meet the buyer to get it signed!’

A photo featured in the Bay of Plenty Times captures a moment from a First National conference in Wellington during the early ’80s. It shows Julene alongside colleagues Ginny Grass and Paul Coltart—three young, enthusiastic professionals who loved what they did and believed in putting people first.

When Julene moved to Pāpāmoa, she was the 600th resident. Today, with nearly 29,000 people calling it home, she’s witnessed the seaside town grow from a quiet coastal spot into a bustling community. And through it all, she’s stayed the course. With 46 years of real estate experience, Julene now works for Eves, recently renewed her licence at the age of 81, and has no plans to hang up the clipboard just yet. For the full article, click here.

FN Golden Bay (Tākaka) launches ultimate weekend escape giveaway

FN Golden Bay (Tākaka) has just launched its biggest giveaway yet—a luxurious weekend escape for two in beautiful Golden Bay, valued at over $1,200.

The prize includes two nights at Kingfisher Cottage, local experiences like kayaking, dining, a scenic flight, and plenty of tasty treats and relaxing extras.

To enter, participants simply need to fill in the entry form, with bonus entries for following FN Golden Bay on social media and sharing the giveaway. It's the perfect chance to unwind and experience the very best the Bay has to offer.

5 things your competition isn’t doing

AI literacy is no longer optional - everybody should be lifting their productivity daily.

At the Australian National Convention, First National revealed five AI strategies to win more business. We’ll re-share this information in this edition of Our Fabric for those who were unable to attend.

AI literacy is no longer optional
Mastery comes through practice
AI is a multiplier, not just a tool
AI doesn’t just streamline work, it amplifies your impact

By anticipating a client’s needs, you can use AI to prepare and tailor your listing presentation approach.

One: Master the persona prompt

Be BETTER prepared
Be MORE client focused
Show you’re already THINKING about how you’ll market the property and who the buyer will be
Try this prompt

I'm a real estate agent with a property I'm trying to sell. Here are the features of the home: [LIST PROPERTY FEATURES]. I need a list of customer personas who are likely to purchase a home like this so that I can go to the appraisal showing I know exactly the way to market this home. Please give me five customer personas, including a bio, income level, and a short story about what their interest in the home is driven by.

ChatGPT will produce five or so buyer personas, with a bio description, household income estimate, and a list of interest drivers.

Next, ask ChatGPT to:

Generate a listing description
Create Facebook ad copy and image recommendations for each persona
Take these to your presentation to show you’re already thinking about the best ways to maximise price

Two: Research vendors before you meet

This provides a golden opportunity to tailor approach
Use ChatGPT’s ‘Deep Research’ feature (5 free tasks per month) or subscribe for unlimited use
Or, for agents with larger budgets, try Crystal Knows (US $50 pm)

You’ll be surprised and delighted by just how much you can potentially learn about a client before you meet. To get a handle on how accurate ChatGPT’s Deep Research feature is, and its capacity for hallucination, ask ChatGPT to tell you everything it knows about you to begin with. A good prompt to get you started would be ‘Please tell me everything you know about a [real estate agent/property manager] by the name of [insert full name] operating for [insert agency name] in [insert suburb, Australia].’

ChatGPT will show you the reasoning it is using, the website’s it is reading and the information it is gathering throughout the process, which sometimes takes as much as 20 minutes – depending on the individual concerned.

Three: Anticipate objections with AI

AI can help you better prepare for buyer objections

Use AI to predict open home buyer objections
This will inform more educated discussions with vendors and demonstrate how far you are ahead of competitors
Look up the address of a property in Google Maps before your listing appointment, take a screen shot, then upload the image of the location to ChatGPT
Then ask ChatGPT…

‘Based on the location shown in this map, what potential objections might buyers have about this property? For each objection, provide a strategy to address it both in my marketing materials and during inspections.’

Or, if you've sold similar properties before, upload your feedback data into ChatGPT then use the next prompt:

Here's a summary of buyer feedback from similar properties: [PASTE FEEDBACK]. What are the top three objections, and how can I address these proactively with my vendor before taking the property to market?

Below, you’ll see an example of a property in Port Douglas. Without any knowledge of the property, ChatGPT returned the below valuable insights into potential buyer objections, a messaging strategy for marketing, and strategies for managing buyers at an open home.

Four: Create tailored marketing plans

Differentiate yourself from competitors
Instead of generic marketing plans, use AI to develop a full strategy tailored to the property and its potential buyers
Try this prompt…

Please act as my marketing director and create a comprehensive digital and physical marketing plan that will successfully target these customer personas: [INSERT PERSONAS]. Include social media strategy, flyer concepts, events, other kinds of recommended outreach, and a themed VIP open for inspection, including ideas for decorations, snacks, and activities that would appeal to our target buyers. Please format this as a table with clear budget allocations and timeline.

When you present such thoughtful preparation to vendors, you instantly distinguish yourself from competitors with standard marketing packages.

Five: Enhance the post-signup experience

Text a bespoke 90 second video using AI and a teleprompter app

The moment a vendor signs, they wonder if they made the right decision
Ease their anxiety with a personal onboarding video, using your iPhone
Download a teleprompter app to read the script smoothly and confidently

I'm a real estate agent who has just signed a vendor. Create a warm, reassuring script for a 90-second video that explains what happens next in the selling process. Include these key steps: [LIST YOUR PROCESS STEPS]. The tone should be professional but friendly, and should aim to reassure the vendor that they've made the right choice.

This immediate communication demonstrates your professionalism, sets the relationship off on the right foot, and sets you up for a 5-star testimonial/Google Review at the conclusion of the sale.

The beauty of these strategies is that you don’t need to be a tech genius to stand out from the pack!

June Newsletters

Your JUNE Property Management newsletter is now available in FN Central and VaultRE.

Tips on how to use

Send to your customer database

Top and tail individual articles to localise for your website's blog and office details then promote on social media