The cardinal rule with every prospect and client is to gather as much information as possible. This is especially true with both your listing prospects (HLP) and your existing listings (EL). Two simple rules to follow:
- If you have enough information, your strategy will be flawed and you won’t make money.
- If you don’t build rapport with your prospects, it is unlikely you will get the business. Don’t forget the best way to get information is to ask permission first. The following script should be used every time:
“If you don’t mind, I’d like to ask you a few questions to find out where you are in the process of buying a home (or selling your home). In that way, I can be specific about the information I’ll share and the recommendations that I make that will help meet your needs. Would that be OK?”
Don’t forget that you have three objectives in gathering information:
- Build rapport. Use FORP questions (Family, Occupation, Recreation, Plans for the future).
- Gather information. Use the attached strategic brief worksheet.
- Go to contract.
Always, always, always know what your seller’s “hot button” is by asking the following question:
”If you were to buy (or sell) today, what would it mean to you?