This week at our Berkshire Hathaway HomeServices Indiana Realty
Annual Business Conference I was chatting with an agent who was excited about
an upcoming opportunity to list the most expensive house they’d ever sold! She
told me the seller was interviewing three agents and they were most interested
in hearing about each agent’s marketing plan. It’s always great when we know in
advance what the prospective client’s main interest is, so we chatted a bit
about making sure her marketing plan approach was as strong as possible.
I then suggested that she take a page from our Buffini Peak
Producers training and address not only her marketing plan for the house, but
to touch on some issues that 99% of Realtors probably would never think of
mentioning! Buffini, in his training session on “Working with Sellers,”
recommends establishing our professionalism by sharing with the seller our
“Blueprint for Getting a Home Sold.” This seven-step process will immediately
differentiate us from the competition! Here’s the Blueprint:
1.
In-depth MARKET ANALYSIS. Okay, nothing too surprising
there. So, be sure you know the neighborhood inside and out!
2.
Property ENHANCEMENT checklist. I love the way we can
use words and their connotations and that word, enhancement, covers issues we often discuss but rarely position so
positively! This list will of course include many basics like cleanups and
fix-ups, maybe some additions or repainting, and, depending on the price point,
bringing in a professional stager at our own cost! I like to say these things
enhance the value!
3.
Comprehensive PROMOTION and MARKETING plan. Most
sellers tend to fixate on this aspect so we need to have a great plan and do a
good job of positioning its strength.
4.
CRYSTAL clear COMMUNICATION. Wow, we all know that our
business overall suffers from a poor reputation in this area, and maybe your
potential new client has experienced it in past transactions. I encourage
setting expectations and letting the seller know your plan for proactive
updates—and of course finding out how
they prefer we communicate with them.
5.
NEGOTIATING and STRUCTURING the sale. Wow, how many
sellers ever consider this as one the professional services we provide? And
very few agents ever think to address it in their presentation either. So,
here’s a huge opportunity to differentiate ourselves by addressing this and our
experience and expertise in handling this often tricking element of our
services. By the way, we’ll cover The Seven Styles of Negotiator in a future
Playbook so you can even mention a couple of those in your presentation.
6.
COMPREHENSIVE Transaction MANAGEMENT. I love this one
as we all know that even though we may have an accepted contract, there are
many potholes and hurdles between that and the closing table. Again, most
sellers have little knowledge about these pitfalls, so by simply mentioning
them and our expertise as part of our services, we immediately differentiate
ourselves from 99% of the competition!
7.
Client APPRECIATION Program. Yes, we’ll be available to
assist the seller with any ongoing real estate or property needs—like
recommending a painter or plumber—even if they move out of town or state—or
country! Remember, we all know the best way to grow our business is by
referrals from clients, so why wouldn’t we stay in touch and offer appreciation
to the sellers? Even if they move to Topeka or Tuscany, they probably still
have friends or family in our market, or maybe they still work for the same
firm they were with here . . . and maybe one day they might be transferred
back! Bottom line, in our long term, relationship approach to our business,
doing the right thing will help our business grow steadily!
So, don’t forget to roll up your blueprint and take it with you
for your next listing presentation!
David M. Hassler
VP, Director of Business Development
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