How does a Home Seller choose a Real Estate Agent?

According to Virginia Association of Realtors 2006 statistics 25% of home sellers interview more than one agent before selecting one to list their home. Now if you are in competition you want to make sure you come out on top. There are as many suggestions on how to win the listing as their are agents so I'm going to look at some here.

1. Be the first agent to meet with them.
2. Be the last agent to meet with the sellers.
3. Show them how your web site can drive buyers to look at their home.
4. Provide a 14 point marketing plan on how you'll bring buyers to see their house.
5. Show your testimonial file to them.
6. Be the local expert in the area.

If you are the first agent through the door is your presentation likely to wow them into letting you tell the other agents that you have the listing and they needn't bother to come to the appointment? It can be that your personality and listing presentation are so impressive that this will work but honestly people who want to have multiple agents make their presentation often need to hear what each of them has to say. They may want validation of their own ideas of the price of the home or just a range to give them an idea. The homeowners may have their own thoughts on how they expect the home to be marketed and pick the agent who has a plan that matches their own. Some owners want to ask for a discount on compensation as they perceive agents to be overpaid. 

Being the last agent in has it's benefits. The homeowners heard your presentation last and it is fresh in their mind when they choose an agent. They can also compare practices and you get to rebut the otehr agents without them being able to refute your own claims/practices.

Having a great web site and exposure on the Internet is something that younger or tech-savvy homeowners want to see. I recently had a couple ask if they would get exposure on Realtor.com and that was the only thing that they really seemed to want.

The multi-point marketing plan presentation is reassuring to some sellers. They want to see what they will get in the way of marketing and exposure. It's something I have in my own presentaion but I only bring it to the homeowners attention if they ask about the marketing plan. For some people that will be what they are most interested in and others want to establish a rapport with you and feel good about you as a person.

A file of testimonials may help you out if the client wants references but a smart agent will have paved teh way by referring to other sales in the area that they previously made. In fact 48% of sellers received a recommendation from friends, neighbours or relatives for an agent so you may not have as much competition as you think.

Being the local expert; having your Sold and For Sale signs throughout the area and sending postcards detailing your business, helps to position you as the local expert. If your web site has a lot of local content covering schools, neighbourhoods and local activities then you certainly appear to be the local expert to the homeseller.