It’s time to shake issues up.
2019 isn’t going to be “more of the same.”
A altering market means this yr is more likely to problem you extra.
It’s going to require a brand new, stronger strategy to the belongings you do.
And there are few parts of your enterprise extra essential than your itemizing presentation.
Think about it…
All your prospecting or advertising has led you to a spot the place you’ve received an awesome shot at getting the itemizing. Isn’t it value doing every thing in your energy to not solely get that itemizing, however get it priced appropriately with affordable, market-adjusted expectations for the vendor?
That’s what I need to make it easier to accomplish immediately. We’ve pulled collectively quite a lot of our greatest ideas, scripts and assets to clean up your itemizing presentation and optimize it for at the moment’s market circumstances. Let’s go!
- 1 Change Your Dialogue to Frame the Market Correctly
- 2 Pricing Analogies Are Your Friend
- 3 Use This Great Pricing Objection Handler
- 4 Don’t Be Afraid to Be Direct
- 5 Earn Their Trust Prior to Your Presentation
- 6 Send Another Video on the Morning of Your Appointment
- 7 “Reverse” Your Presentation for Maximum Impact
Change Your Dialogue to Frame the Market Correctly
Getting householders to know that we’re not in a strong vendor’s market must turn into one among your most necessary aims in ALL communications.
The greatest method to do that is to create a transparent distinction between at present’s market circumstances and people of a yr or two in the past.
My recommendation is to undertake this particular language: Start referring to earlier circumstances because the “Old Market” and at the moment’s circumstances because the “New Market.”
In some situations, you may have to dig in and educate the home-owner concerning the evolution of market circumstances over the previous few years to point out how we received the place we’re as we speak. Be affected person, be prepared to place in that effort, and all the time reiterate “Old Market” vs. “New Market.”
Pricing Analogies Are Your Friend
As householders witnessed properties of their neighborhood promoting over the previous few years, they’ve probably ingrained a sure worth they consider their house is value of their head. And inevitably, they’re going to say one thing like:
“I understand the market has changed but I want X price.”
My recommendation for this example is to make use of an analogy that illustrates that at present’s market will decide the worth of their house – not the worth they assume they will get as a result of a neighbor did 18 months in the past.
Start by asking in the event that they personal shares or are acquainted with the inventory market.
When they are saying sure, then pose this query:
If Netflix is buying and selling at $270 a share, are you able to name your inventory dealer and say, “I want to sell all my Netflix stock at $500 a share today.”
No, you’ll be able to’t. Because that’s not what it’s value in as we speak’s market.
Homes which might be just like yours are promoting at X worth.
Use This Great Pricing Objection Handler
Another assertion you’re sure to listen to from householders is that this:
“Another agent said they can get me much more…”
When you do, use this script:
I might line up a thousand brokers outdoors your door, however we’re all taking a look at similar knowledge and we’ll all are available inside one or two % of one another. So if somebody is promising you rather more, you’ve gotta ask your self what they’re as much as. Are they only eager to take your itemizing to generate a bunch of purchaser shoppers? What’s their motive?
This strategy crops the seeds of doubt within the vendor’s thoughts and will get them to know what appears too good to be true in all probability is just too good to be true.
Don’t Be Afraid to Be Direct
I feel there’s typically a bent amongst brokers – not all, however some – to need to virtually apologize when market circumstances aren’t as favorable as they have been prior to now.
You and I each realize it’s not one thing you management. So don’t be afraid to be direct with householders who can’t appear to understand the distinction between the “Old” and “New” markets.
Here’s an excellent script to make use of:
In the Old Market, I might put a ton of cushion within the pricing. There was nothing on the market and demand was so robust, individuals would nonetheless make presents and we’d get offers executed. But now, on this New Market, we’ve received to be pinpoint correct. If we need to promote in at present’s market, it must be priced at X.
And right here’s one other good “scare tactic” script to get houses priced appropriately:
Do you need to get misplaced in a sea of stock? Or do you need to worth it so properly that it sells within the subsequent 30, 60 or 90 days? My suggestion is to cost it barely under different comparable properties available on the market. What would you love to do?
Earn Their Trust Prior to Your Presentation
Question: What do you do in between the time you scheduled an inventory presentation appointment and the time you present up for that appointment?
I actually hope your reply isn’t “Nothing.”
We’ve talked prior to now about how 86% % of shoppers say trustworthiness is “extremely” or “very” necessary when selecting an agent, based on the newest Zillow Consumer Housing Trends Report.
So… that hole from after you hold up from reserving the appointment till you present up? This is prime “trust-building” time.
Here’s my pre-appointment technique to set your self aside and start incomes individuals’s belief method earlier than you ever meet face-to-face.
- Shortly after setting the appointment, e-mail a customized video following this script:
Hey [Homeowner’s Name] it’s [Your Name] with [Your Company]. Thank you a lot for the chance to return out and converse to you concerning the sale of your own home. I do know you had plenty of decisions in actual property professionals regionally, and I’m honored and thrilled to speak to you about how I can promote your house for prime greenback within the shortest period of time. Below you’re going to see numerous issues that may show you how to make an knowledgeable choice about choosing the correct agent for the job of promoting your own home. [Then give them a quick rundown of the following assets you will send along with the video.]
- In that e mail, embrace hyperlinks to:
- Your step-by-step advertising plan – Be positive to “stack the cool.” The common agent has 11 issues on their listing. The extra you’ve got, the extra you’ll stand out. For bonus factors, write the property handle on a whiteboard and embrace a photograph of you and your staff strategizing on advertising prospects in entrance of it.
- A map of properties you’ve bought – Don’t simply do an inventory… a map is extra partaking.
- Your critiques – The extra particular to convey your expertise, the higher.
- Stats, graphs and charts – To illustrate your diploma of separation… Comparing you vs. MLS averages, and so on.
- Your group of specialists – To set up expectations and show it takes multiple individual to handle the method of promoting your house in 2019.
This may sound like an enormous effort, however it’s value it! You’re priming the shopper to win the itemizing, and in some instances, you may flush out those that aren’t actually motivated earlier than losing further time on a fruitless presentation.
Send Another Video on the Morning of Your Appointment
To additional prime the home-owner in your presentation, ship one other video on the morning of the day of the appointment. Here’s the script:
Hi [Homeowner’s Name] it’s [Your Name], simply needed to ensure we have been set right now for [Time]. I’m actually excited. The group and I are tremendous fired up, we’ve been working actually arduous on reverse engineering how we’re going to seek out the perfect purchaser on your residence. And as a result of we’ve bought so many houses in [Neighborhood], we already know precisely easy methods to discover the customer. I simply needed to be sure to watched my earlier video and also you took the time to evaluation a few of the info I despatched you in these hyperlinks. Would you please do this earlier than we meet at present?
“Reverse” Your Presentation for Maximum Impact
Now it’s the second of fact. Make positive you present up for the appointment early simply to make certain you’ll be able to knock on the door punctually at your set time.
When it involves your precise itemizing presentation, somewhat than take the normal angle of “I’m going to show you everything I can do for you” for the home-owner, I recommend you comply with Gary Gold’s strategy and do a “reverse” itemizing presentation.
What’s that imply?
It’s easy, truly. Rather than make a promise to the home-owner about what you are able to do for them, present them a case research of what you’ve achieved for others and stroll them by means of the method in reverse order.
Rather than ranging from what you do proper after you’re taking an inventory, present the home-owner every little thing you probably did to realize the outcome. For occasion:
We lately bought a property very very similar to yours for three% over asking worth and for 22% quicker than the typical house is promoting in our market. The sellers have been thrilled they usually wrote a five-star evaluation on Zillow about what we have been capable of do for them.
Now, what received us to that time? Well, we ended up getting eight totally different presents. We went by means of these eight provides with the sellers they usually selected which labored greatest for his or her wants. Before we obtained these eight gives, we had 87 individuals who got here to our Mega Open House, which is identical factor I’m going to do in your residence. Now I need to clarify how we acquired 87 individuals to view the house. Look right here… We had four,200 impressions on Zillow, 1,893 on Trulia and a couple of,000 on Realtor.com, three,100 on Facebook, 74 on Instagram, 177 on Twitter and 355 individuals watched your complete residence tour video on YouTube.
Continue that strategy all through your whole presentation. Be positive to incorporate your dealer preview, images and videography, staging and hint the method all the best way again to you incomes that itemizing and beginning the ball rolling.
When you do that “reverse” presentation, you’re letting your monitor document be just right for you. You’re demonstrating your means to realize the outcomes they want. It’s principally all the identical info, however introduced in a extra highly effective method.
Coaching shopper Karen Stone from New York City not solely makes use of this “reverse” strategy in her itemizing shows, but in addition to show her talents in her advertising. Check out this postcard she makes use of:
Also, be certain that to incorporate high-quality printouts/fliers of all the knowledge you linked to in your pre-appointment video e mail – your advertising plan, your “Sold” map, your critiques, your diploma of separation, your group photograph and descriptions of every individual’s position. Leave these supplies behind with the home-owner, even should you’ve introduced them digitally as a part of your presentation.
I sincerely hope this info helps you modify your dialogues and step up your recreation to dominate each itemizing presentation in 2019. Let me know your ideas within the feedback under, and don’t hesitate to share your personal ideas as properly!
t.src=v;s=b.getElementsByTagName(e);s.father or motherNode.insertBefore(t,s)(window,
window.fbAsyncInit = perform()
appId : ‘988008004617049’,
xfbml : true,
model : ‘v2.6’
(perform(d, s, id)
var js, fjs = d.getElementsByTagName(s);
if (d.getElementById(id)) return;
js = d.createElement(s); js.id = id;
js.src = “//connect.facebook.net/en_US/sdk.js”;
fjs.dad or mumNode.insertBefore(js, fjs);
(doc, ‘script’, ‘facebook-jssdk’));