The Blueprint for Getting a Home Sold . . . and for Winning the Listing!

This week in a coaching session I was chatting with a newer agent who was excited about some upcoming opportunities to list homes in great areas. He said the folks had asked about his marketing plan so he wanted to focus on that.

I suggested that he implement some strategies from our Buffini Peak Producers training that address not only a solid marketing plan for the house, but also 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, Professional Development