5 Ways Real Estate Agents Win Every Listing

You’ve come to the end of a listing appointment; you’ve introduced yourself, shared information about your group, toured the property, smiled, and politely answered every question. This is the moment. The homeowners look at each other, trying to gauge each other, and there is an awkward pause. You ask if they would like to list and the sellers tell you that they need to talk it over… you can already tell you’ve lost the listing. Winning listings can be tough. Nervous sellers, stiff competition, and a small window of opportunity are all working against you. But take heart, there is a way to knock your listing appointments out of the park. Check out five ways to win every listing.

Present Your Sales History

Most sellers will be anxious about the unknowns surrounding the listing of their home. Sellers top questions include, “Will my home sell?” and “How long is it going to take to sell my home?” If they are already under contract on another home or they are crunched for time, these “what ifs” will be even more overwhelming. In order to overcome this apprehension and build trust with sellers, it is important to bring information about your sales history to the initial appointment.

The more concrete you are in presenting your data, the better. Charts and graphs can be great accompanying tools. Show the seller the percentage of listings you have sold in the two weeks or less, and in a month or less. If you have gold star clients in the area that can give personal references, even better. Creating a testimonial section on your webpage to direct sellers to is a great idea, too.

Be Confident of Your Value

It is no secret that more sellers have been opting to list their homes on their own. This shift has made your confidence in the value that you bring to the table more important than ever. Since agent services are intangible, making your worth concrete for the seller is key.

Walk your seller through all of the things you will do to add value to their selling experience. Make sure to highlight your strengths. You bring so much value to your clients, including:

• negotiating skills
• industry knowledge
• a marketing plan
• staging techniques
• your professional network

Confidently presenting what you plan to do for the seller on a daily basis will build their trust and win their listing.

Come in with a Customized Marketing Strategy

Telling your sellers about your value is one thing, but demonstrating your value is the best. Every homeowner wants assurance that you will be able to sell their home. Do your prep work ahead of time and make a detailed marketing presentation before sitting down with the seller. Tools like Single Property Sites even allow you to create a custom website of a seller’s property before you even step foot in their home.

You should also be clear about everything you plan to do to maximize their listing reach. With apps aiding buyers, it’s easy for a home to get lost in a sea of listings. Show your seller how you will ensure that their home is well marketed. This includes:

• staging
• custom websites
• industry photography
• your network
• virtual tours
• a targeted online presence

Make sure to use an industry photographer for your presentation. You may also consider using a “before and after” example of a listing with seller photos and no staging/marketing savvy and compare it to an “after” listing that you have created. Include all the bells and whistles you utilize (drone photography, virtual tours, etc.)

Work Out the Listing Price

Ah, the listing price. As the old saying goes, “the wise man is the first to listen and the last to speak.” Sellers will go into the listing appointment with certain expectations surrounding the listing price. Where and how they came up with their price point is always interesting. Listen to the homeowner as they describe their selling desires. Are they closing on a new home in a month or are they casually looking to downsize? Are they expecting an unrealistic profit? These clues will help you know how to steer the conversation.

In preparing for the listing appointment, you should do detailed research in gathering your comps. While most buyers turn to the major listing sites when coming up with their price, tools such as Real Quest and RealEstateABC can give you a more comprehensive look at any property.

Colorado listing agent, Heather Charbonneau suggests listening first and then presenting a price range, encouraging the seller to choose a price somewhere in the middle. If a seller is really fixed on a specific price, work with them, allowing them to set their price and explaining that most homes should sell in a few weeks. Let them know that if the home doesn’t get any offers in a certain time frame, you can revisit pricing together, later. Be sure to never set the price yourself; leave it in the seller’s hands. If you list at your chosen price and the home doesn’t sell quickly, the blame will fall squarely on you.

Close the Deal Immediately

You should close your deal at the listing appointment. Make sure you are prepared and bring all of the paperwork with you. Don’t wait for the seller to ask for a contract and don’t be afraid to suggest making your working relationship official. If the homeowner needs to sell quickly, all the better. Remind the seller of their own timetable. At the end of the appointment, try saying, “you said you needed to sell in the next month, are you ready to get started?”

If your seller seems apprehensive or standoffish, try asking, “Is there any reason you think I might not be the right fit for you?” If the answer is yes, overcome their objections. At the end of the appointment, offer the seller an agreement. Make sure to offer to answer any questions or concerns. If the seller is holding multiple listing appointments, make sure to find out when you will hear back and follow up immediately with a personalized “thank you.”