In addition to the four points listed below, there’s a fifth consideration that is also compelling. You’ve already shared the following:
- Sharing your impressive resume of production, or better yet, reviewing testimonials you have received from previous clients that are similar, or on key points they have made.
- You’ve also impressed them with the quality of your Professional Photography and Agency Quality Ad Copy.
- You’ve shown them specific examples of Strategic Plans you’ve developed that are vastly superior to what all other agents are doing.
- You’ve identified how critical researching and interpreting market data is to trend forecasting. Your sellers now recognize that without this information they cannot make an informed decision.
The final point you should make that will show how your different involves your negotiating skills. Every successful agent claims to have great negotiating skills. In reality, very few actually do. You must prove that you’re better by saying something different because it is too easy to spin data such as list-to-sale price ration to prove a point. Instead of using numbers, let your sellers know that your great success in negotiating contracts comes from your willingness to negotiate both sides of a transaction.
It’s important to point out that the fundamental flaw to the entire process is that it is nearly impossible to get a highly skilled agent on each side of a transaction. If there are 6,000 licensed agents within a board, less than 5% or 300 are likely to be very successful, so the odds are against the seller being fortunate enough to have a good agent working with the buyer. It’s very common for a seller and the seller’s agent to work together diligently to get the property sold, only to find all of that effort to be wasted because of a poor presentation made by the buyer’s agent to the buyer.
There is a solution. Despite the fact that you will be entitled to just the fee on the listing side, to ensure that your seller is successful, you’re willing to develop powerful strategies to motivate buyers and share them with a buyer’s agent.
By showing a specific example of a buyer strategy that you created on behalf of one of your previous sellers, you’re now proving that your strategic planning expertise gives you a huge advantage over your competition.
All previous four points plus the fifth explained above, provide an explanation of how you’re different and a compelling argument as to why they should do business with you.