Do you have a scripted listing presentation? Does it list all the fabulous reasons you're such a great agent? Does it illustrate how your franchise is Number One everything? Does it have charts and graphs?
Or perhaps you wing it, letting the sellers take you on a frenetic game of verbal cat-and-mouse. They make demands about list price, ask if you'll cut your commission like that other guy, or talk about anything and everything but getting the job done. By the end of the hour (or two), you're sweating, and running for the nearest Exit.
"Thanks so much!" you say, with the sincerest smile you can muster. "Let me know what you decide."
Fifty-fifty chance, you're not getting the listing.
This can be so different, but you must be ready to do one thing:
Be the show.
Take to the stage and show these folks what their trusted advisor looks like in action. 'IRL' as the kids like to say.
Stop rattling off your well rehearsed talking points. They've already heard this if you're the second agent in. Instead, show your sellers you're a professional who takes this seriously and will get the job done at a level they didn't even know to ask for.
Show the sellers you're world class by sending out a an agenda ahead of time and reiterating the meeting agenda when you meet.
Show the sellers you know the market by doing a visual pricing presentation. Walk through the comps on the big screen and ask them open ended questions about the differences and similarities versus their property. "What would that kitchen be worth compared to yours, Jane?"
Show the sellers you're lawyer-level serious about the job, and bring them into the office for a professional meeting, after you preview their home. Go ahead and ask. They always say Yes. Never again will you compete with the baby crying or the spaghettini boiling over.
Show the sellers you care about their needs and ask at least 50% of the questions. Ask their opinion on price, condition, and location. Ask them what matters most to them in choosing a real estate agent. Ask what their last experience was like. Ask what can be done if the marketing and staging is fabulous but there are no offers after 10 showings?
This is the difference between showing and telling. Anyone can tell a customer anything. It's usually nonsense. You know this. Marketers and influencers make thin promises to all of us, all day, every day. On instagram. On reality TV. On billboards. In other listing presentations by your competition.
Showing instead of telling takes courage of conviction. It demonstrates leadership. It proves your mettle.
Sellers want an agent who is fearless. They know what's coming once the sign goes up. 'The market' is going to take a run at them. It can be bloody. You've no right to ask a homeowner to take a leap of blind faith into the snake pit, hoping and praying you'll protect them. You've got to show them what you've got, upfront, in high definition, live.
When you do that, they can't help but choose you.
Learn how to systemize--and personalize--your own 5-star business, and close more business, on your terms. Check out my coaching program and apply!
Comments