So you have found your real estate seller leads and are ready to set up a listing appointment. The big question is, how do you stand out and win every listing? We are breaking down the ways to win seller leads every time. It really is all about the seller, and we are exploring how to work with every seller and win their listing.
The greatest gift you can give any seller is your ears. So many articles and seminars are all about how to market yourself and be in-your-face about your brand. While there is a place for those tactics, the truth is that selling a home is all about the homeowner.
Listing agents possess industry knowledge and are able to offer so much to their clients (more on that in a minute). But, many of them miss out on closing because they are too busy talking about themselves. When agents listen, they are able to hear and filter through any seller’s pressure points. THEY can sort through any concerns and fears address the seller’s specific needs.
It is so fundamentally simple, but most agents overlook listening to their real estate seller leads. The best way to win any listing is to ask targeted questions and listen to your leads’ concerns.
So how can you listen in a way that benefits you?
Giving homework before any listing appointment does four things:
The best way to deliver the homework is via a signed-for package. Again, this shows your intentionality and your desire to listen. However, depending on your market, an email with a receipt request may work best for you. The key is to make sure the seller lead knows you are aware of the status of the document. Be sure to request that their homework is returned before the listing appointment.
Some key questions to ask in your homework document include:
This information will be key to tailoring your listing appointment to best meet your lead’s needs.
The two key questions that all sellers want answered are:
While you can’t whip out your crystal ball and provide exact numbers, you will need to address these two questions. The best way to win listings is to be transparent when answering these two questions.
When addressing “How quickly will you sell my home?” be ready with detailed market information. Show the trending data in a shiny format (like Area Pulse) https://areapulse.com. Drilling down to neighborhood information is important. Be sure to layout where the market is and where it is headed. Also, be sure to summarize your closing track record in an easy-to-read format.
This will lead right into the next question, “How much will I get for my home?” The key is to be transparent. Be very detailed and clear about your comps. Share printouts as much as you can. If the seller says someone told them they could get more, tell the seller you would be interested in learning more about where their data came from. Be prepared to explain why figures like Zestimates are inaccurate, too. (https://www.investopedia.com/articles/personal-finance/111115/zillow-estimates-not-accurate-you-think.asp) An educated seller is a smart seller.
On a side note: Never give a seller an exact price. Instead, give a range for the seller to choose from. This gives the seller ownership of the process and does not leave you on the hook if the property doesn’t sell for another reason.
Be sure to tie the two questions together. Homes sell quickly when priced correctly. Explain that most homes should sell in only two-three weeks. The key to selling quickly is to price homes correctly. If overpriced homes go on the market and sit for a while, buyer agents are less likely to bring their clients by. The listing will grow stale and buying agents will know the homeowner has over-inflated expectations. Pricing any listing well at the beginning is important. When it is fresh, listing agents and people browsing online will notice it as a priority listing.
Throughout your listing appointment, you should weave the ways you are going to help the seller into the conversation. Don’t be shy about letting your real estate seller leads know how you want to help them. This is a great way to show them they will be able to trust you and enjoy working with you. Some of the ways you bring value include:
Your Marketing Plan: single property sites, virtual tours, open houses, Facebook Live tours, professional photography, drone photography/video, professional staging, MLS listings, your network, sign riders, social media ads, etc.
Lead Generation and Quality: Including how you will use your professional network, the internet, and your lead contacts to find a buyer. Not only that, but you will filter through underqualified leads to get homeowners the best price.
Legal Knowledge and Negotiation Skills: Including your ability to navigate the fine print of contracts and closings to ensure that sellers get the best deal possible. Also, don’t be afraid to talk about your negotiating skills, highlighting a few key past clients if the owner would like follow up.
Comps and Market Knowledge: Again, this where an explanation of why sources like Zestimates are inaccurate, Explain how you come up with your price ranges and why it is valuable to price a home appropriately when it hits the market. Highlighting your neighborhood knowledge is also a great idea.
Professional Network: Teamwork makes the dream work. Your local, professional network makes the smoothest selling experience possible. You know the best photographers, mortgage brokers, inspectors, real estate lawyers, etc. in town and you will leverage those relationships to create the best selling experience.
By listening, giving homework, being transparent, answering the key questions, and highlighting your value, it is easy to show real estate seller leads that you are the best agent for their listing.
About the author: Paul
Paul Eastwood is the CEO of UltimateIDX and founder of it's parent company Blue Fire Group that has been helping Real Estate agents with online marketing for over 15 years.
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