Competition for listings is fierce as fast markets fuel the consumer's
expectations and wants and the number of agents vying for the business
is at an all time high. Differentiating yourself, showing value
and refusing to fall into the "just like everyone else"
mold will lead to more listings. It all starts with that first call
or contact with a potential seller. The agent that makes a great
first impression can capture the listing immediately. In fact, the
2004 NAR Profile of Home Buyers and Sellers found 73% of people
only contacted 1 agent.
Be the Agent
of Choice
Past customers
and referrals are part of the reason the home sellers did not feel
the need to comparison shop. When they know of someone they trust,
they are likely to go with a sure thing, instead of making it more
complicated. Agents who do a good job with their follow up and consistent
relationship building AFTER their sales reap the benefits. Studies
have shown, though, that only about 13% do so. How well and how
often are you following up? I'll give you a hint: 12 times a year
through mail or email is NOT enough!!!! The very successful agents
find quarterly calls, 1-2 visits a year combined with email and
mailers keep their relationships strong.
For the other
sellers, who do not have a relationship with a great real estate
agent, the opportunity exists for you to blow the competition out
of the water and secure the listing whether it be from the seller
that is interviewing only one or from the other 27% who interview
2,3 or 4 agents. Your first impression is always important. You
may be competing against other agents or you may be competing against
the homeowner's belief the market is so good they don't need you
and can do it themselves. Either way, a compelling presentation
that shows them how you will put more money in their pocket that
anyone else they use is crucial.
Techniques that
differentiate you from the competition as the agent of choice will
be ones that also help you justify a full commission, if that is
an issue with the seller. Their goal, almost always, will be getting
the highest net in their pocket. Demonstrate you are the best choice
to help them do that, and that listing will be yours!!!!
Joeann Fossland, e-PRO, GRI, PMN, Master Certified Coach, is a national
speaker who coaches motivated agents to create wildly successful
businesses while living a life they love! She is the Chief Evolution
Officer (CEO) of Advantage Solutions Group and creator of The Real
Estate Game™ and the FSBOGame. She'll come and spend a day
with you if you would like to schedule a Personal Business Makeover.
To sign up for her newsletter or for more information, visit her
website at www.joeann.com or contact her directly Joeann@joeann.com.
Watch for part
two next week!
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