So, You're Going on a Listing Appointment? How to Win
Almost Every Time
Over the years, I have gone on hundreds of listing
appointments. These days, it seems as though I am competing less
and less often, since they probably found me through a friend of mine or a past
client. When I do compete, I haven't really kept track of the percentage
of times that I win the listing, but I would estimate that about 9 out of every
10 choose me. No, I am not exaggerating.
Why have I had such a strong track record with listing appointments?
Hey, I'm glad you asked. You did ask, right? Well, either way, you
may find this post useful.
I have a few tips that I have developed which may help you during
your own appointments. Feel free to use or discard whatever you
like from my list.
BE HONEST. This is probably the primary key to
success in the listing arena. Sometimes that includes painful truths,
such as changing décor choices or making necessary repairs. You can also
enlist the help of a professional stager on some of these items. The
hardest part is being direct and upfront about pricing, especially when it
might mean that they will clearly lose money on their home.
DON'T USE A CANNED SPEECH. I have never been one to
use PowerPoint or to force a potential client to endure a spiel of mine as we
flip slowly through a listing book. I do have a listing book that I take
with me, primarily to illustrate previous homes that I have sold and
advertising that I use. It has been my experience that we may or may not
even touch the book until the end of our talk. Do you enjoy hearing a
pre-prepared sales speech when you are buying something? Neither will
your clients.
SET THE TONE YOURSELF. Upon arriving at the home, I
usually ask them if I can put my book and folder somewhere while we look around
the house. When we sit back down, I tell them that I have brought some
information that I plan to leave with them, and some info about recent
comparable sales. I also go out of my way to tell them that I don't have
a planned presentation (see above), which tends to make them more
relaxed. I have a conversational style and I may spend more time just
listening and "interviewing" them in order to understand their goals.
BE CONFIDENT. If you are confident (or if you lack
confidence), it shows. When I started in real estate, I had no problem
listing luxury homes even though I was in my mid-20's. Why?
Confidence (and a dose of hunger, too). Often times back then, I was
really just winging it, and they probably realized that, but my willingness to
look them in the eye and be direct and forthright worked wonders in my early
career.
GO THE EXTRA MILE. I can promise you that most other
agents will not offer to do this, but I have found that clients respond well
when you offer to show them their current competition. Put them in your
car and show them the homes that are the closest competitors. Sometimes,
that is all it takes to get them to a more realistic place when it comes to
pricing and condition. I have often said something like, "We can
certainly try your price, but we will probably have to wait until ____home
sells before yours will." No one wants to think that they will have
to wait.
TELL THEM HOW IT IS. This may sound like just being
honest, and it is, but in a more detailed way. If I know that there are
three other agents competing for their business, many times I will leave a
parting comment such as, "Whatever you do, don't choose an agent based on
the listing price that they give you. Just because someone says that your
home is worth more, that doesn't make it correct. The market can only
bear a certain price." Even though they may do it anyway, at least
you have given them food for thought.
DON'T BE AFRAID TO TURN ONE DOWN. Sometimes, it simply
doesn't make sense, either because of the pricing or because you get a bad
feeling for some other reason. If this is the case, you don't have to be
abrupt. I usually say something like, "Because of _______, I don't
feel like I would be the best choice to market your home."
Typically, this is because of the price.
IF YOU DON'T WIN, BE A CLASS ACT. This one is
probably not necessary to mention, since I'm sure you are a true pro, but I
might as well throw it in as a bonus tip. On the rare occasion when I
have lost a listing to someone else, I always react in roughly the same
way. I simply say, "I'm sorry to hear that. I hope things work
out well with your agent. If not, please keep me in mind."
Sometimes, I am the second agent for them, when they have been through the
wringer and they are more anxious to sell.
If you would like to search Austin real estate, please visit my website at www.austintexashomes.com.
Feel free to call me anytime on my cell phone at 512-796-7653 or email me at jason@austintexashomes.com.
Jason Crouch, Broker/Owner - Austin Texas Homes, LLC
