2014 Perfecting Your Presentation Part 6 – Collaboration
In the previous five parts of the listing presentation, we’ve covered selling yourself in the warm-up, selling your company, verification of your professional quality marketing materials, applying your analytical skills to identify market trends, and developing a strategic plan to sell the home. The next step is to point out the use of collaboration, or a team approach to selling the home.
Most agents never identify the critical players involved in a successful home selling campaign. They are:
- Other Agents – Although some agents are effective in representing both the buyer and seller in the sale of a home, over 90% of all home closings include a buyer that was brought by another agent. It stands to reason that other agents play a critical role in a homeowner being able to successfully sell their home. This is why it is so important for you to have a good working relationship with other agents. When you list a home, agents that represent buyers are nearly as important as the home seller and should be given the highest level of service. You should explain to the seller it is your goal to motivate buyer’s agents to want to call you before they show competing properties. This is done by treating other agents just as you do your clients.
- The Seller – It’s critical to involve the seller in the sales process because no-one knows the home better than the seller. It’s also likely the next buyer will be someone that has similar motivations to your seller. By finding out what the seller’s motivations were when they purchased the home, you’re more likely to identify the target market. Besides, “Two heads are better than one, even if one (you) is a genius!”
- Your Company – Your company also plays a critical role in the sales process. Your ability to present the property to agents in sales meetings and brainstorm with those agents, increases the likelihood the home will be sold. In most cases, the agents that work for the company receive additional incentive if they sell a company listing.
- Neighbors – Neighbors can also be an important part of the process because like the seller, they chose the neighborhood as a place to live, and are committed financially to the area. Neighbors may know of other people that are interested in the neighborhood. They may also want to participate in choosing their future neighbors.
The best way to verify your success with the groups discussed above is to provide testimonials from each that show how much they appreciated working with you. Remember; “Success is measured in inches, not miles.” the synergy you get when you have everyone working together towards the common goal of selling is a very powerful tool in successfully representing your sellers.