Ever since I received my Real Estate license in 1992 and started going on listing appointments, I’ve found three main types of home sellers and it’s not changed since then. 1. “I want the most money for my home and I don’t HAVE to sell.” 2. “I want the cheapest commission deal.” 3. “I don’t care about anything, I’m in trouble, get me out of here fast!” What’s great about this industry is that there is always a real estate agent who will meet the needs of each. What I’ve found though is that 1 & 2 are often very similar in their objectives and simply want to net the most money from the sale of their home that they can. They don’t want to leave any money on the table. In the case of “2” they see little value in what a Realtor can provide and they simply want to get into the MLS for the lowest possible cost and hope that the low commission will make up for any possible, but still unidentified, drawbacks of hiring the cheapest agent. And in very many cases, they never even considered the possible risks involved in hiring the cheapest Realtor. In my opinion… This is OUR fault as full service brokers/agents if we do not share with them in detail the benefits of listing with an agent/company with a well articulated and executed marketing and negotiating strategy. Now this is where YOU must know and be able to convey your UNIQUE VALUE PROPOSITIONS and how they will help you accomplish substantially better results in terms of terms, sales price, time, and even security.
What I’ve found over the years as both a top producing listing agent and then in my leadership roles in large firms, is that a large portion of agents have/use no formal structured presentation and rather rely on their strength of personality, personal success and reputation, and sometimes luck, to win listings. While this works for many good agents most of the time, its the times when the seller prospect is interviewing multiple agents where the very expensive risk of losing the listing to a competitor who knows their UVP’s and how to articulate the potential financial benefits to them is a factor.
This brings me to the point I hope I can get across in this post… Regardless of how good you are, or how great of a natural sales person you are, you MUST have and know how to clearly show your seller prospect WHAT the benefits of working with you are, HOW you can solve their problem (get them top dollar), and WHY they should choose you over a competitor!
Now, if you are with Coldwell Banker Residential Brokerage, then you have the single most powerful list of UVP’s available in our industry today! With a simple and indisputable belief that EXPOSURE CREATES DEMAND, AND DEMAND CREATES PRICE, you need to SHOW the seller prospect how you can expose, market, advertise, present, and negotiate better than anyone else they may be considering. Here’s just a few that are helping our agents WIN daily on listing appointments:
- The VIEW Magazine – Single largest print and online real estate publication in Southern California with over 1.2 million distributed each month to subscribers of local newspapers!
- The VIEW Magazine CHINA- Printed, published and distributed within the Wall Street Journal in Beijing and Shanghai!
- Truly Global Reach – 710 Offices outside of the United States! 273 Offices in China!
- Largest in Relocation!
- #1 in Southern California! #1 in the United States for closed volume! #1 on Social Media! #1 brand online! (Neilsen Ratings) #1 on YouTube! Proof that our strategies work in delivering exposure for our listings!
- #1 in Southern California in the $1,000,000+ price ranges!
- 40+ million visitors from around the globe to ColdwellBanker.com and millions more to ColdwellBankerHomes.com.
- PreviewsAdvantage.com showcasing our luxury advantages!
If you’re not with Coldwell Banker, then you probably should look into it, but either way, be sure to KNOW yours and your company’s UVP’s and be able to showcase how these will directly benefit your sellers if they list with you. Don’t wait until you lose a listing to learn them!
As always, I’m happy to help and share ideas and strategies to grow your business and deliver exceptional service and results to your customers, so thanks for subscribing and have a great year winning!