As we all know, one
of the biggest challenges we’ve been faced with in the recent real estate
market is the supply of listings. They are at a premium. So how does your
company be the brokerage of choice when it comes to competing for listings that
are out there? The good news is that by stepping up your game and in
some cases, rethinking
techniques both tried and
new, you really can improve your ability to compete and win these clients. By
delivering a stellar experience before and during your listing appointment,
including an equally powerful listing presentation, you can give yourself a
tremendous competitive edge. Here are some key ingredients of both.
Provide a
Listing Experience.
We use the term
“experience” here with great deliberation. The days of throwing a quick CMA
together based on a few publicly available local sales is not going to cut it.
In 2019, if you really want to stand out to buyers and sellers, you’re going to
have to do more than that. The client experience with you starts the moment you
first contact them to the day you complete the transaction (and beyond!) and
every moment in between. Use all the tools and technology at your disposal to
show them you are energetic, up-to-date and on top of the details. Don’t let
your agents be tempted to discount commission. Instead, agents should use the
entire listing experience as an opportunity to showcase their value by
explaining how their skill set and resources will deliver the most desirable
results. The entire client experience must show that you are professional, tech
savvy, and someone they can trust to navigate the process.
Trust. Getting to
know the client and their needs should be built in to the listing process, in
addition to creating the presentation itself. Taking the time, demonstrating
that you have listened, truly understand the home’s unique attributes and that
you will do what you say you will do, will go a long way toward reassuring the
Client that they will be in good hands.
Be
Detailed. Be Consistent. And Show Exactly What You Will Do.
The listing
presentation itself can speak volumes. A powerful template used consistently by
your agents is the first step to ensure all clients receive a consistent
experience from your brokerage. It should be customized to the sellers to make
them feel special. The other benefits to having a set template is that it will
give off the impression that much time was spent putting it together, adding to
the consumer experience. The plan should walk the seller through all the steps
of the process and clearly outline all the agent will do to sell the home. This
helps paint a picture for the seller and puts their mind at ease that the agent
has it together, is organized and has a very clear plan to get the job done. An
agent simply giving a presentation that’s “All About Me” is not going to make
the seller feel that the agent has their best interests in mind.
Make the
Impression Last, Even After You’ve Gone
One of the common
reasons that a listing is lost is that potential clients are left with too many
unanswered questions after the agent leaves. One of the best ways of solving
that problem is to give a comprehensive, professionally branded listing
presentation, but make sure you leave behind something that summarizes all you
discussed for them to review and digest.
Branding: A beautifully branded booklet that unifies your brokerage mission
statement, your company values, and what makes you unique will showcase how committed
you are. You can bet that sellers will see your listing presentation as an
example of how you would represent them should they hire you.
Marketing Strategy:
It can be easy for sellers to become confused
between the offerings of various agents vying for their business. If the
listing presentation clearly explains the marketing strategy that you plan to
use for their property and the unique capabilities of your brokerage, it will
be easy for them to understand what your team brings to the table.
Systems &
Tools: Buyers and sellers
are more educated than ever and they will favor agents that have proven systems
and high-tech tools on their side. Outlining the technology resources that you
implement to deliver the best possible results will show them that they are not
just hiring an agent, but rather a large extended infrastructure of people,
processes, and technology that brings diverse expertise and action to the
problem of selling their home.
Give
Yourself An Edge
As an independent
broker, it can be hard to stand out from the pack. That’s why you need to make
the most out of every listing lead you get. That’s also why a partner like Weichert can be so
valuable to you. One of the
investments we make on behalf of our affiliates is a great Listing Presentation
and providing a system of listing a property that includes all the things
discussed above. With our tools and an agent’s attention to the customer, it’s
a winning combination for your brokerage again and again to help you win the
listings game in your market.
For more
information about this and all the tools and systems available to Weichert
affiliates, visit weichertfranchise.com or contact the team at Weichert Franchising today at 877-567-3350.
Original content
posted on https://www.weichertfranchise.com/blog/how-to-win-the-real-estate-listings-battle/
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