Becoming a great Lister

Becoming a great Lister

A lot of agents like to have a structured listing presentation that they can step through without having to think about it. However, the point of the listing presentation is to communicate with your clients about what you will do for their unique needs that your competition won’t. They need to know how marketing, pricing, sale method, timing and fee delivery will apply to them, so your delivery needs to change to fit each individual client’s situation. After evaluating hundreds of listing presentations we have identified some fundamental yet powerful techniques you can employ to ensure your process will be…

The Pitch

The Pitch

What it takes to be a great lister in real estate is the ability to focus on your client’s needs and fears, and to resolve those issues for them. You address these concerns during your listing presentation, and you take as much or as little time as is necessary to do so. Your most important task is to make sure your client is comfortable with you, and with your explanations of the process you will follow together to sell or buy their property. During your listing presentation you want your clients to feel secure in your ability to see them…

Dealing Naturally with Objections

Dealing Naturally with Objections

You know that objections are simply part of the sales negotiation process. But do you know how to handle them? It helps to realize that objections are natural whether you are working with buyers, tenants, landlords or sellers. They occur because the client has questions and concerns about the sales process and the outcomes that follow. Your job is to make them feel comfortable, confident and informed, and that they will get a better deal with you than they would elsewhere. There is an effective conversational technique we use called the Why/If I/Will You/Why technique. Objections usually arise over your…

The Importance of Market Knowledge

The Importance of Market Knowledge

One thing that will really set you apart from other agents is your level of market knowledge. No one knows more about this than Shannon Whitney of BresicWhitney. Shannon says, in order to be a great agent you need to go through as many of your competitors’ open for inspections as you possibly can. This is the best way to know what is selling in your market and for what prices. This is also the best way to learn the details of properties that add value for buyers, such as the view from a top floor vs. a bottom floor,…

Let's get controversial…

Let's get controversial…

Negotiating fees with clients is a necessary part of your business. It is much easier to set your fees and justify them if you are confident of your worth. Ask yourself what you are doing relative to your competition that sets you apart as a client’s best choice. What are you worth in your marketplace, and why? You should know how your competitors set their fees, how market regions differ, and how much some of your competition may be undercutting you. How is it that some agents may charge as much as 4% on a sale, while others charge as…

They won't buy it if they don't know it's there

They won't buy it if they don't know it's there

It is important to know what marketing means to you, because your own beliefs about marketing will determine how effective it is for you and your clients. If nothing else, you should understand the vital role marketing plays in selling properties, and how that works. At the core, it really is pretty simple. Marketing is really all about making buyers aware that your property offerings exist. They won’t buy it if they don’t know it’s there. It just doesn’t get any more basic than that. And in order to make sure your marketing is seen by as many potential buyers…

The key elements for a successful auction

The key elements for a successful auction

Selling by auction can be stressful, but there are several things you can do before auction day to alleviate some of the stress. Mostly you want to make sure your buyers will be fully prepared to bid and buy property. Having buyers who are qualified and confident will help assure that properties receive the very best sell price possible. Communication with your buyers and sellers is vitally important, and you need to dialog with them well before the auction. You can help buyers decide how much to bid by making current pricing information available to them. In many states and…

Asking powerful questions and why using trial closes are so important

Asking powerful questions and why using trial closes are so important

One of the most important elements inside of a listing presentation is tactics. One key tactic is the “trial closure” because it allows you to test how ready your customer is to enter the market with you. You do this by simply asking some important questions. Know beforehand the kinds of questions you want to ask according to the structure of your overall listing presentation to an individual customer. You will be able to weigh their level of engagement not only by the answers they give you, but also by their level of involvement and interest in the process. Are…

How to structure a winning listing presentation

How to structure a winning listing presentation

We have spoken before about the importance of creating a winning listing presentation. Today we’re going to discuss how to achieve that. The listing presentation, as you know, is your opportunity to explain your sales process and approach to a customer in a way that will persuade them to choose you to represent them as their real estate agent. You need to be able to communicate with them in a way that they will understand and appreciate. Unfortunately, what often happens is that we tend to pitch to a customer from our own point of view, and present aspects of…

Listing Presentations that Win

Listing Presentations that Win

Knowing how best to execute your listing presentation and making sure that you are really comfortable with it are vital to getting and retaining customers. Inside of the listing presentation, the opener and the closer are critically important. The opener sets the tone for the presentation and allows you to pitch towards the selfish desires of the customer. The closer allows you to work powerfully with the customer through clear communication. When they feel confident that they know exactly what you are telling them, they will most likely choose to select you as their agent. My approach is to think…