The other day, we took part in a Webinar with the folks at The Paperless Agent in Austin, Texas, and wanted to pass along some of their concise tips, starting with a couple of those we often forget when looking to secure a new listing. Listen up and remember to put these into your toolkit!
The Paperless Agent’s Tips on Securing a Listing
A listing appointment is just as prone to client objections as any other sales conversation - in particular, the objections come with pricing, and the potential of interviewing other agents who all want to get that listing.
Client Objection 1:
The Decision to Select Another Agent
OBJECTION: What if your potential seller slows you down because they are interviewing other agents to sell their home?
Part 1: During The Phone Consultation
AGENT: Are you interviewing other agents to sell your home?
SELLER: Yes, I’m interviewing a few other agents.
The answer is almost always yes.
AGENT: Great – all I ask is that you interview them first, and then I’ll come in the next day.
Asking to come in the next day after a prior agent interview can come off as a strange request, but it almost always gets granted. This way, you’re the last one in, and statistics show that the last appointment tends to get seller to sign the listing agreement.
Part 2: The Listing Appointment
If you show up to the listing appointment, and when you are ready to start signing agreements, they may let you know then that they are interviewing other agents. Begin the agreement conversation with...
AGENT: “Great, now, is there anything else we need to cover, or are we ready to get started?
SELLER: "Well, I'm interviewing someone else..."
AGENT: "What would they have to do to convince you to work with them instead of us?"
At this point, they don’t have a formulated response, or typically can’t think of one if you’ve followed The Paperless Agent’s Seller System.
AGENT: "In order to respect their time, don't you think you should call them and let them know that you already made a decision? Because, honestly, they are going to waste your time and their time by coming over here. Don't you think it's more respectful to them to let them off the hook easily?"
SELLER: "Well, yes, I suppose you're right."
AGENT: "Okay. Now, do you have any other questions or are you ready to get started?"
This is not only a great way to get over and objection, but an opportunity to see what you missed on the appointment. By asking "what would they have to do to work with them instead of me?" you have an opportunity to see what wasn't clear, or where you may have taken a misstep - it is both a learning lesson and an opening to recover control of the appointment.
Once you have covered what they need to hear, repeat - "Now, what else would they have to do or say to have you pick them?" As you cover these objections one by one, they lose the ability to justify going with someone else.
TIP: The more time you spend with the client, the more they have invested with you. Most agents are done in 30-45 minutes, but we recommend 90-120 minutes spent with the client. The time invested does not necessarily mean you are making a more lasting impression by being with them for a longer time period - it gives you the time to cultivate a strong client/agent relationship and develop a rapport. Of course, now we have the added advantage of the Berkshire Hathaway HomeServices name and can use that to our advantage as well!
What tips on overcoming objections in the listing process do you have that you can share with everyone?
David M. Hassler
Director of Business Development
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