How to Score the Listing Every Time
The Initial Call
It is important to listen to every detail when you first call a prospective seller. Selling a house is a stressful time in a person’s life, so the effort you put into the smallest details will make them feel more comfortable to work with you. After all, it’s the little things that matter most.
Don’t get off the phone with your prospects until you’ve given them an assignment. Let them know you’ll be sending an e-mail with some testimonials and other important information about your services, but it will also include a couple of things that you need them to send back before you meet. When you put someone to work, it subtly asserts your control while also building trust because you are working on something together.
At some point when you arrive at the seller’s home, say, “So who’s going to show me around this beautiful home? The walk-through is the time to talk about the notes you took during the initial call. Look for the things — both large and small — they mentioned about their house, whether it’s the color of a room or a bathroom remodel.
Don’t ever tell them what you think adds value or takes away value. When you see things that you know add value or take value away, if you tell them then they are going to assign their lack of value to your opinion. Instead learn to say, “Research tells us that…” This will change everything.
The Sit-Down at the Table
Frame the conversation and set the expectation. When you sit down, start off the conversation by saying, “On a scale of one to 10, what has to happen today in order to leave you with no doubt that I am the agent you should hire?”. This question re-frames their intention and plants the seed that if you hit the points they mention, they’ll hire you.
You have to compete on process not on price. If you are competing on price or using your commission as the bait to get the seller, anyone can beat you out for the listing by simply lowering their commission to a fee cheaper than yours. Come up with a profile of what the exact buyer most likely will look like for the listing. Then go to the Facebook Ads Manager and create a potential ad targeting that demographic. When you specify the demographics, Facebook shows you on the right side how many people meet your criteria and will potentially see your ad. Show it to the seller and say, “There are approximately [X number] potential buyers that match the exact profile of the type of person that would buy this house. I’ve already prepared for you what the ad will look like, and my marketing team is ready to go the moment you decide to list with me.”
Last but not least, you have to close! Don’t ever show up at a listing appointment without the paperwork ready. If you feel that you have done your job well and you really are the best option, the only thing left to do is to ask them if they are ready to make the wise decision to take advantage of your proven process and allow you to help them get the most amount of money in the shortest amount of time.
Make them promise not to list with someone else before you get a chance to show them your marketing plan for their home. Many brokers have been taught to discount their commission at the listing appointment if the seller signs an agreement right then and there. Here’s a simple line to guarantee that you can present what you have to offer “Some salespeople drop their commission on the spot if you sign with them right away because they know they can’t market your property the way I can. I’m not asking you to guarantee that you will list with me; all I’m requesting is that you at least promise me that you won’t sign any contracts with anyone else before you allow me to show you what I do differently to market your property.”