Boast about your
accomplishments; but, also, ask yourself: what does my
accomplishments do for my client?
I often
state that we were ranked in
2008 as the #2 real estate group in the city of Austin by the Austin
Business Journal. Many others throw out something similar,
such as they were number one in their office, their city....whatever.
Well that is all fine and dandy, but does the client really
care? Maybe, maybe not. It does tell them that you
are successful and that he is not hiring a bozos, but does it
really tell him what it does for them personally? I don't
think so. Perhaps it grabs their attention.....but it does
not answer the big question, what are you going to do
for me?
So
I like to break down stats community by community on
what we actually do for a client's neighbors. So I nail it
down by the community. One of the communities we farm is
called River Place on Lake Austin. In River Place I note
we have sold over 1000 homes and had, in 2008, 44% of
the listings sold. On top of that our buyer's agents
sold 23% of our own listings. This is powerful data
that tells the seller that we are not only the most dominate agent in
the neighborhood, but we actually sell a sizable
percentage of our own listings. If you are new, you can just
use your company stats until your personal stats start building up.
This tells the seller that we are not just going to throw a sign on the
property and pray that it sells. So when you start throwing data out to
clients, stop and rethink how a prospect thinks. What is in it for me? If
the stats that are thrown out do not reflect that you are by far the
best choice to use, you may want to rethink the way you format the
successes you have tailored for an individual seller or buyer.
Just a thought to end my day...........
The point is merely to put out stats that would answer the question from your prospect: What is in this for me? i.e. Prove to them that there is no option buy you to chose them. I am a farmer, so my stats will be farming stats. If you are not a farmer those type of stats are meangless. Percent of listings closed....or percent of deals closed is huge. If you have great numbers in this market you will stand out from the crowd. In a shifting market the percentages, as an average, will not be good. So if you do have great numbers in this category SELL IT.......
Perception is what it's all about. I'm the number 1 real estate agent on my street, of course the other families feature 2 teachers, a utility company manager, an insurance salesman, and a small business owner. Just like the packages that feature new and Improved on the box and new and improved is actually the promotion on the box. But to some people it's important and an eye catcher
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;)
;)
Tim,
Another figure you might want to quote is price per square ft especially if you are achieving more than the mls averages.
Best wishes
Sharon