6. Teach Your Customer Something New
Separate yourself from the waves of people who’ll inevitably tell your customers about real estate. They are hearing from friends, relatives, other agents and anyone who’s ever bought or sold a home. You can really demonstrate your value over the others by teaching them something valuable that only a true pro would know – not just about stats, but experiences.
I’ve found many consumers have no idea how the total commission we charge actually gets carved up. By asking sellers if they want to know how it all shakes out, I routinely get into conversations that end with them admitting they thought we made so much more per deal, which paves the way for them being more open to paying the commission I’m asking for rather than negotiating. SN
7. Establish a Pre-Appointment Routine
When you set routines before you see your customers, you are creating rituals that help you keep control and build your confidence. Plan to arrive early to do a walk around the perimeter of the home, or drive around the neighborhood and look at the homes nearby. Check your materials to make sure they are in order; check the names of the people you are meeting; check the local pricing. Wear your lucky suit. It doesn’t matter, so long as you do what you need to do to be relaxed and ready. See what works for you and do it every time.
I tell people before I go that if they are planning to list, they need to have a key, survey and list of upgrades ready. This way, if I walk in and see a key on the counter, I know they will be listing, so I don’t spend too much time talking about why they should list with me. LM
8. Give Your Customer a Chance to Tell You What They Know
Asking questions to engage your customer often feels forced, so instead of interviewing them about their needs, ask them to tell you how they first found the house; what drew them to it; what they’ve liked best and least, etc. Let your customer tell you a story. This will help you get stories about the home that you’ll be able to later share with potential buyers!
9. Benefit the Customer Instead of “Selling”
Thinking in terms of sales only adds additional pressure to what is already a stressful situation. Put all your focus on ensuring the customer will benefit from what you say. When you help people sell their home, you’ll save them stress and get them on to their next chapter, and you’ll make their lives better. If you can show them how you’ll do it, and you’re a pleasant person, you’ve done all the selling you’ll need.
Talk about home inspections and how they work. Give a dollar amount that you think most people will ask for when negotiating. LM
10. Be Prepared With a Story or Two About People
Customers remember the points you are making when you use a story to bring the point to life with real world examples. A thoughtful anecdote can weave together some really good points, and usually ends with a memorable lesson applicable to your customer’s situation. In order to connect, be authentic and use your own stories.
You can warn a seller about the dangers of over pricing, and they may hear you, but if you tell them the story of a similar client who over priced and all the problems it caused for their real estate plans down the road, it really brings your point home in a way you never could have on your own. SN