It’s been said that a “picture is worth a thousand words,” so it stands to reason using a picture to tell a story makes a great deal of sense. This is especially true when it comes to motivating buyers and sellers to make a decision. If your strategy is to map out a logical argument and then present it to your clients verbally, you’re likely to be disappointed in your prospects response. It makes more sense to share powerful visuals that reinforce the point you’re making. Consider the following examples:
- Your seller receives a reasonable offer that is below the asking price – Don’t just present the offer, bring the listing sheets of properties that have recently sold and present these visuals with the offer to prove the offer is a good one.
- Your seller refuses to list their property for a reasonable price – Instead of just showing recent sold comps, take them to competing properties that have a lower price and show your sellers they are just helping competing sellers get offers by showing that the other properties are a better “deal” for potential buyers.
- Your buyer is unwilling to pay full price, even though properties are quickly appreciating – Instead of just discussing how appreciation is affecting prices, create an illustration or chart that shows the projected appreciation and switch the focus from extra dollars, to buying a few months before prices catch up. (What’s a few months difference, anyway?)
- Your buyers have developed a bad habit of focusing exclusively on price – Instead of just telling them about the emotional benefits, take a walking tour of each of the great benefits, pointing each out separately and asking them to reaffirm the importance of each on their quality of life. For example, “Mr. & Mrs. Buyer, if you were to purchase this residence, what would it mean to you to wake up every morning with this spectacular view?”
The above approaches are akin to “wearing the clothes.” Think about it, you don’t really commit to buying the dress, shoes, or suit until you try them on. Be sure that you’re helping buyers and sellers by making them “try on the house,” as part of the decision-making process. One final note; when it’s not possible to have a physical example to use, be sure to ask your clients to visualize the outcome of a decision to move forward.