2014 Listing Presentations – Show Your Listing Prospects That You Care
When a homeowner asks you to suggest a price on a listing presentation, be very careful how you respond. It’s usually best to ask them to tell you what the data indicates. Remember, there are many agents that will take the listing high, in the hopes that it will generate more business for them. When the sellers choose another agent, you are left with no listing and no income.
We recommend you share comparative data with them and let them make the decision as to how they want to price their home. It is your job to educate them and inform them about all of the facts, but in the end, it is their money and their decision.
If they choose to overprice their home once you’ve given them all of the facts, you can always reject the listing. Keep in mind, if you take the listing and have a strong price reduction strategy, it may take more work, but if you do your job, they are likely to reduce the price and you will still get the sale.
There have been many instances where a buyer has been willing to pay more than the house appraisal value. By suggesting a lower price, you could actually cost your sellers tens of thousands of dollars.
We also recommend you gather all of the information at a listing presentation and request a second meeting. Here are some key phrases to use.
“As your Real Estate Advisor, I recognize that your home is one of the most important investments you have and I take giving you advise, very seriously. If I were to answer that question off the top of my head without researching and giving it serious thought, would I be the kind of person you would want representing you? I hope you haven’t had any other agents offer to do that. That just wouldn’t be fair to you.”
By giving their situation very careful thought, you are showing that you care. Remember, people don’t care what you know, until they know that you care.