Are you looking at this year’s market, especially with this last interest hike, and thinking it’s nearly impossible to keep moving real estate? If you are not well-versed in, what I call, “The Art of Buying and Selling,” you may face major obstacles. These next few months, we will thoroughly cover the many aspects of this “art.”

Today, we will start with an integral piece, the part most real estate agents have trouble with, which is also the most important part of selling. This piece is mindset. Mindset is the first thing you must conquer if you’re going to be a great real estate agent!

I’ve had so many agents tell me they lost the sale because they “didn’t want to be pushy” or because they “felt bad” or intimidated. We must change the way we think about selling.

Do you remember when you first decided you wanted to be in real estate? Why did you make that decision? Most of you would say it was because you wanted to help others. This is what we are doing when we “sell” a home to a family. We are not selling a house or pushing them into buying. We are helping that family to get something they want—a home they will love. And when you’re prompting further about the property, you’re not being pushy; you’re asking questions so that you can better serve your clients.

I was having a conversation with a gentleman a few days ago. He had been in real estate for 15 years or more. I was telling him that my last sell took me a whole month of going back and forth with my client. He couldn’t believe I would spend that much time negotiating just to sell a condo! But, why not? Selling is a puzzle that we must just keep trying to solve until we figure out the right answer.

If you want to help your clients, if you want to help families find their dream home, if you want to conquer this art of buying and selling, you must take that first step. You must change your mindset!

If you would like more coaching like this. I am always free to coach my realtors. If you’d like to join our team so you, too, can get this free coaching, visit our page, and fill out the form! We’re looking for agents just like YOU!

We’re wrapping up sharing all of the inside secrets of making a listing presentation a success! The final 6 secrets are how to finish strong in your listing presentation, guaranteeing your client will choose you for the services they need. Please pay attention to each point, and don’t forget to apply them to your strategy!

1) Send Your Perspective Client a Preliminary Presentation a Few Days Prior

Before you meet, it’s wise to send a preliminary presentation to your client. This won’t include the entirety of your presentation. However, it will allow them to see how serious you are about this job. It will also show your knowledge and expertise.

2) Build The Objections into The Presentation (Some Will Be Unique to You)

As we discussed, knowing what possible objections a future client may have to your services is important. Get ahead of those. Bring those topics up in your presentation. For example, if you are younger than most professionals in the industry, share the advantages that your youth brings. You can discuss your passion, how much you have accomplished, and your knowledge. Focus on what matters: your ability to get the job done and done well!

3) Include Testimonials

Testimonials are a huge part of creating a listing presentation that will succeed. If you do not have any to use, now is the time to get them. Reach out to former clients, reconnect, and get them to be a part of your testimonials. Many people will be more than happy to oblige!

4) Move Away From The PowerPoint To Do The CMA

Move away from the presentation as soon as you cover the points. If you were using a computer, now is the time to close it. Start talking numbers, the cost of the process, net worth, and so forth.

5) Pull Out The Comparables

Show your client where the market compares. Talk about their net worth and what their house was worth last year compared to now. Explain the industry and what needs to be done to improve the overall sale of their home. If this includes comparing with renovations versus without, then show them.

6) Give The Perspective Client a Vendor List (Explain)

Knowing good vendors for your client to work with will be a huge bonus for your client. It can be overwhelming to know where to start, let alone who to turn to when it comes to remodeling, plumbing, and more. Have a list of trusted businesses you have worked with and pass those on!

All of these points are imperative in working with a client. Ending strong on a presentation can be the difference between gaining or losing a client. Keep up the momentum, and go for it. You can become successful in this industry.

One of the final steps in signing a new client is convincing them that you and your team handle their property and all your real estate transactions safely and securely. You don’t cut corners or take shortcuts that risk the safety of their information or property. Potential clients want to know your agents and their teams absolutely value them as a client, viewing them not only as a customer but also respecting their wishes. There are five crucial points to convey to your customer the security of real estate transactions with you. Don’t know them off the top of your head? No worries! I have you covered!

Time-stamped Showings

No client wants strangers prowling around their home. Your role as an agent includes guarding your client’s property when potential buyers explore it. Time-stamped showings will give them the added security of knowing who is viewing their home and when it is viewed. 

Lockbox for Easy, Secure Showings

The lockbox option for showings is the safest and most time-saving route in the industry. This measure ensures that secure access to the client’s home is a top priority. It also includes the added benefit of allowing more potential buyers to see the property quickly. 

Automated Showing Instructions for Unique Instructions

The goal of sharing this step with your client is to convey how teamwork is essential to the security of their property. If there is an issue with the property, say a contractor is still putting finishing touches on the primary bathroom, this allows the agent to have a heads-up. Whatever the case may be, automated instructions prevent miscommunications. 

Open House Registration Forms

An open house should not invite strangers to wander through a client’s personal property without a purpose. All potential buyers must fill out a form containing their names and contact information. Then they can explore the home as a group with an agent. This practice gives your client peace of mind because they know who is in their home. It has the added benefit of giving you their contact information to follow up with them after the open house.

Industry-standard Paperwork on All Forms

Some agents will cut corners and not offer this, but if you care about your client and the transaction's success, you will only use up-to-date industry practices and paperwork. Using the appropriate paperwork is imperative to secure a transaction. Be sure to share with your potential client how you do not cut corners and always put them first!

Each of these five steps is key in conveying the security of their property and information with your client. In real estate, it is imperative that you value your client's security, safety, and peace of mind. By highlighting this benefit of a client choosing your services, you underscore your commitment to ensuring their success. That commitment will pay off when conveyed to the client correctly. 

In order to become successful in real estate, you must follow a marketing plan that focuses on the details. This detailed-oriented strategy helps newcomers to the industry to understand the pitfalls many fall into and how to avoid them. A suitably detailed marketing plan does not have to be intimidating to you. The following steps will share how to create an appropriately detailed marketing plan that works for you and your future clients.

What is a Properly Detailed Marketing Plan?

It starts with providing critical information to clients without them needing to ask you. Key features like what the listing contains, what makes it stand out from other competitors, and how you, as an agent, will compete for your client’s business are details that a future client needs to know. Remember that you cannot provide empty promises; clients have experienced that in the past. You don’t want them to suffer another negative experience that reminds them of the bad service they received from others. So, only make promises that you can keep. These points are all a part of what will make your detailed marketing plan stand out from others’ rushed and over-promising marketing plans. A solid marketing plan is the difference between successful and delayed sales

The Paperless or Traditional Route

Traditionally speaking, real estate marketing revolves around the open house. An open house is an event when interested clients can view a property before deciding to purchase it. Other elements of a traditional approach can include newspaper listings, mail promotions that feature the property, and yard signs. On the other hand, a digital plan focuses on the internet, digital ads, and critical features in searches by potential buyers and targets consumers where they venture most: online.

Let’s break this down even more.

Presenting the Digital Plan

It is no secret that more and more of our lives are lived on the internet. The internet is where people shop, socialize, buy cars,  and even shop for new homes. For this reason, a fool-proof digital plan that ensures a plethora of online viewings is essential. This plan can include everything from online ads, Search Engine Optimization (SEO), and a strong social media presence across multiple platforms. Ideally, this plan will consist of enhanced pictures and videos of the property that catch a consumer’s eye more quickly. Whatever your agency offers digitally, this is the time to show it.

Presenting the Traditional Plan

Because the traditional route has been successful for many years, some clients still want to go in that direction. Be sure to add details that make your approach different, including any security measures you will put into place to keep a client’s property safe, especially when staging the home and when the open house occurs. Be adamant that strangers can’t just enter a property but should schedule a viewing or can only enter during group showings. Remember, clients want their space to be respected and protected, so be sure to share your strategy when it comes to all open houses point by point. Add in details on how your marketing plan includes print marketing, mail promotions, and even newspaper listings.

Above all, your goal is to utilize a marketing plan filled with details. The more information you include, the better. Personalize, perfect, and present it in a way that guarantees a win! By following the above guidelines, you can turn your marketing plan into one that succeeds and makes your clients happy.

We all know what it’s like to be approached by a salesperson who is a bit too eager to seal their deal. The presentation may have felt recited and awkward. Instead of being inspired to jump into the deal, you were left feeling like you wanted to get about your day and forget about that salesperson who was ego driven and not genuine. Because we all know what that feels like, it is essential to learn the secret of introducing yourself in a listing presentation and sound more genuine. The great news is that you truly only need to remember the following three steps to do just this!

Introduce Your Team on a Personal Level

One of the biggest mistakes when introducing a potential client to your team is that you present them as only employees, not as people. It would help if you emphasized that a good team will be there to help your client by focusing on the individuals on that team. Teamwork is partly based on the willingness and character of those working together on a single goal. That goal will be meeting any future client’s needs. You should spotlight the people on your team and why they will support your client as individuals.

Introduce Your Agents on a Personal Level

The agents are often the face of any listing presentation. They work directly with clients to make sure the client knows that they are a priority. Humanize your agents. Showcase why they are approachable, share what they may have in common with a client, and encourage trust. Speak about each agent’s qualities: point out who is a good communicator, listens well, and understands family obligations and stress. Let them connect to the person who will be in an intricate part of the services they will need.

Introduce Yourself on a Personal Level

We all have hobbies or causes we care about. Maybe we volunteer, coach a Little League Baseball team, participate in charity events or help out in our communities during our downtime. Or perhaps we have a passion for nature, physical fitness, or sports. Whatever your hobby or passion, share those with your clients. Talk about those you love: your family, friends, or pets. Show them family photos of a trip you just took at a graduation celebration or a birthday party. Open up conversations by highlighting the commonalities you share with your future clients. This will help your client look far beyond the business person you are and see the person you are beneath all of that. Share about why you do what you do, why it matters, and why you enjoy it. These things –hobbies, passions, causes we care about, and what has led us to this point in our lives—contribute to us as individuals. They play a massive role in how we conduct business, work with others, and promote trust, honesty, and integrity with our clients.

Keep in mind these three steps when presenting yourself in a listing presentation. You can be authentic, approachable, and onboard a new client in the process. By introducing your team, agents, and yourself in a personal way, you can ensure just that.

The world of real estate is a competitive one, and if you are in it, you know why that is. The benefits of conducting business in such a competitively rich world are also about the gains you receive by competing in it in the first place. Introducing your brokerage in a listing presentation is going to be an imperative part of gaining new clients. You must anticipate what questions may come to mind to potential clients about your brokerage. This may seem like a daunting task, but that is why we are here to provide you with a step-by-step guide to do so. This is why we have created an answer sheet that addresses each one. This can all be done with 5 easy steps.

1. What Makes Your Brokerage Different?

First, when presenting yourself to new clients, you need to immediately start with what sets you apart from other competitors. Is your pricing the selling point? Is it your availability? Do you offer any special services? Zone in on those things and highlight them. A good listing presentation will include detailed answers to what makes your brokerage different and provide the why behind why a new customer should choose your services. Remember to be precise that your abilities outperform other businesses aiming for your potential customers.

2. Provide Statistics

Statistics are a key component in good business. These statistics should be up-to-date and include any flattering facts about your brokerage. If you are the number one brokerage serving the citizens in your locality, you need to include that. Always cite the source as proof. Be sure to include these statistics when sharing the number of listings sold in your most successful year as well. This will entice potential buyers to see that your capabilities are gained from experience versus that of your competitors, and hence, successful.

3. Share About Your Staff

Providing details on who works for you, especially the number of agents is always going to stand out to potential clients. Any client would want to know that there are hardworking individuals behind the scenes to bring any project to fruition. By including the number of agents, managers, and other staff roles available to assist a client, they can be sure that they can rely on a brokerage that can easily take their needs and wants into consideration and respond accordingly. This will help highlight additional benefits that will serve potential clients well such as having a marketing department and a 24/7 answering service. You should expound on why these benefits are so important to your potential client, giving a summary of each department.

4. Explain the Contract

When aiming to achieve gaining a new client, you need to explain one of the biggest aspects of your process: the contract. You should provide explanations between paperless and traditional options and what that will look like for them as a client. For example, explain the benefits of paperless contracts such as convenience, time saving, and how they can have access to it more quickly. Be ready, however, to offer them traditional if you sense that they would be more comfortable.

5. Share Why You Are Not a Fly-by-night Brokerage

Honesty and trustworthiness sell. Those core values are so important for any brokerage. So often, customers have experienced the complete opposite while seeking services. Clients are going to often present as hesitant, cautious, and armed with questions. You should anticipate these emotions and questions. Prepare to put the client at ease and do so by providing why you are not a fly-by-night brokerage. You can do this by explaining the process, how a client can reach out 24/7, and reassure them that any question is always welcomed. Also, provide details about what you are doing in the community, how you are dedicated to the locality you serve, and the good things your brokerage does for others. This can allow them to feel confident in their choice in you as their brokerage!

These are 5 steps that you can incorporate into your selling strategy when introducing your brokerage. By following these steps you can gain clients more easily and become more confident in the process. Stay tuned for more helpful content that is catered just for you!