You’re much more apt to become “the chosen agent” if your listing presentation and/or your conversation addresses your prospect’s greatest concern.
How do you make sure you’re doing that?
Each client is different, but there could be a trend in your marketplace that you could subtly address.
For instance:
- If houses are selling quickly, your client may be worried about listing too low.
- If the market is slow, he may worry about listing too high.
- If your prospect is underwater the concern may be getting the house sold quickly, before it goes into foreclosure.
Those are problems that you can address in your overall marketing, but you can take it one step further. Simply take a little time to talk with your prospect on the phone before you go to the listing presentation.
Before you call, prepare a list of questions that will prompt that seller to open up. And when they answer, really listen. You’ll not only learn about both their concerns and their goals, you’ll create a good atmosphere for your presentation. And once you know that prospect’s concerns, you can adjust your listing presentation to address them.
People make decisions based on emotion – so give your prospects plenty of reason to feel drawn to you. Then back it all up with facts and figures, so your prospect can justify his or her emotional decision with logic.
Image courtesy of Stuart Miles|freedigitalphotos.com
