Let’s face it, almost all agents are saying the same thing during their listing presentations, “I will do open houses, create a property website, market your property on social media and syndicate your listing to thousands of websites.” Blah, Blah, Blah.
Put yourself in the shoes of your potential seller. What are they looking for? They are looking for these two things and your listing pitch had better include them.
Sellers want someone who can negotiate. Sellers want the most amount of money in the shortest amount of time. You should be spending time focusing on your negotiation skills and experience. They want to feel confident that you can get them the best deal on the sale of their home.
Include stories by emphasizing how you have helped past clients. Remember, people love stories. You should also be reading books and listening to podcasts on becoming a better negotiator.
Also, be careful when negotiating your commission. In their eyes, how can you stand firm when negotiating the price of their home if you can’t stand firm on negotiating your own commission?
Sellers demand communication. The top complaint from sellers is that they never hear from their agent or their agent doesn’t call, email or text when they say they are going to. You should set the expectations from the beginning. How, what, when and how often will you communicate with them. Once you make this commitment, stick to it at all costs, even if you have “no” news.
In business, we are always taught to honor our deliverables. Communication is one of those deliverables. Don’t lose a client, and their referrals, to bad communication.
At the end of the day, we are all entrepreneurs who own our own businesses. No business owner can become successful without being a good negotiator and a consistent communicator.
Take your real estate business to the next level by ordering my new book, 21 Habits of the Highly Successful Real Estate Entrepreneur.
By Mike Weinstein, MBA