Successful agents are generally well-prepared for Listing Presentations. CMA information has been researched, a Marketing Proposal has been prepared and examples of the quality of the agent’s work and resume are all ready to present to the seller. Agents are generally confident that the listing will be secured. In many cases, this confidence gives way to frustration and even shock, especially when the sellers choose an agent that is much less qualified, or has had little success selling properties in the area. This outcome can be avoided if an agent recognizes what a prospective seller is really looking for in an agent.
There is no question that dominant success by an agent or a company, and flashy marketing materials can be very impressive. But, what a client is really looking for is for you to give them something that will give them confidence that you are the best person to get the job done. They may not directly ask this question, but they are always looking for an answer to the following question; “Why should I pick you?” If you don’t let them know beyond a reasonable doubt that you are the best choice, they are likely to make a decision based on who they know or see most often. That can lead to disastrous consequences. Think about it, how often has a Seller chose someone that has never even sold a property in your area? Why? Because they knew the agent, or really liked their personality.
Once again, this outcome can be avoided if your presentation proves you have much more to offer, and you’ve proven that you are different. There are several ways that you can prove you’re the obvious choice. Consider the following:
If you have impressive statistics, by all means lead with your resume. If you’ve sold more homes than any other agent in the area this year, you have a compelling argument that you are the only choice. There is nothing better than results to prove that you’re the best choice. But, what if you’re not the top agent? You still have a very powerful “Ace” you can use, TESTIMONIALS. By showing your prospects that dozens of other agents have given you rave reviews, you can offset the strength of a competing agent’s production. The key is to collect as many testimonials as you can from past clients. Each testimonial should point out a key benefit to your representation, and should also represent a cross-section of past clients. For example;
- If you’ve done business with an engineer, get a letter from them that shares how impressed they were with your attention to detail and management of the process. This can be shared with the prospect that has an engineering background.
- If you’re presenting to a creative person that is impressed with out of the box ideas, show them a letter from past client that was in the advertising business.
- If you’re client lives in an exclusive neighborhood, use a testimonial for a buyer that lives in the same neighborhood.
The more testimonials you have, the more likely you’ll have one that is an exact fit for your present prospect. Keep in mind, you don’t need to use more than two or three testimonial letters. Testimonials are easy to obtain, even if it’s been a while since someone did business with you. Just call them up and ask them if they would mind helping you out, by giving you a letter of recommendation. If they ask what they should put, offer a suggestion based on the service you remember they were impressed with and the service that is most likely to be helpful with future prospects. Don’t miss the opportunity to use Testimonials. They may be the most powerful sales aids in your arsenal.