Recently I was asked, “Debbie, what do sellers really want from me when I go on a listing appointment?”
Sellers want to be heard
Sellers today have access to information and technology, and they want to know that they are speaking to an expert listing agent who can give them wise advice. They want you to listen to their goals, their dreams, and their wishes. They want to tell you about their property. They want you to appreciate their property. Ultimately, they want a listing agent to be the champion of their home’s value, and they want to know their listing agent is going to fight for them every step of the way.
Next, they want to hear about the marketing. What are the things you’re going to do to bring exposure to the property? How are you going to deliver the right buyer? Emphasizing proactive marketing methods will help you avoid having to spend a significant amount of money on marketing. It will also show sellers that your strategy is not just about running ads in a magazine, but about the proactive things you do to go out and find the ideal buyer.
Make sure you’re leveraging the tools and the resources that your company provides. Whatever tool, technology, or feature you are presenting, you need to answer the question, “How does this benefit the seller?”
Of course, sellers will want to know a little bit about you and your track record. For those of you who have a strong track record, leverage how your experience and expertise will net them more money. For those of you who do not have an extensive track record, leverage the power of your company’s track record instead. Either way, use what you’ve got.
After that, you need to prove to them that you will follow through with everything that you say you’ll do. The proof will be in your reviews and your testimonials.
In summary, here is what they really want to know:
They want to know you’re on their side, defending their home, and defending its value.
They want to know who you are and what you bring to the table and that they feel comfortable working with you.
They want to know a little bit about what you are going to do to market their home and find their ideal buyer.
And finally, they want some reassurance or proof that you will keep those promises and keep those commitments.
Think about it from their perspective. Walk a mile in their shoes. Enter the conversation in their mind. When you’re there at that meeting, make it very engaging and interactive and show them that you are really listening.
If you want more guidance on how to grow your luxury real estate practice, you can learn more about the Institute’s training options here.