During a training seminar recently we were discussing the benefits of one of our company programs, and someone asked, "Doesn't everybody have this?"
All of us have programs or services or systems that might be similar to what's offered by other companies, but the difference is who articulates it better as a BENEFIT to the home owner; What's in it for THEM? Now I'm not talking about the exclusive offerings of your company that aren't duplicated in the market place, I'm only talking about your similar offerings. Let's take the MLS as an easy example. Don't all agents put their listings in the local MLS for the home owner? Sure, but how many of us really sell it as a great benefit to the homeowner? Let's try that for just a minute; we'll use a simple formula to set up our script.
Service Provided: Your Home will be listed in the MLS.
Now which benefit package does it belong in? The seller wants things that will sell the house for a 1) good price, 2) less time, and 3) least amount of hassle.
If you said all three you're right, but why? Home owners want you to do three things; Sell the house 1) for top dollar, 2) quickly, 3) without a lot of hassle. So the answer to the question "So what's this thing going to do for me?" will make you the most successful listing agent in your market. My favorite line to home owners for almost anything is "I can't sell your home 1) for top dollar, 2) under market time, 3) without a lot of hassle, if I can't talk to a lot of buyers. And the MLS will reach hundreds of agents who are working with dozens of buyers right now looking for homes like yours. So my input in the MLS will be critical to our success, it will bring you more buyers so we can pick the one who will 1) pay top dollar, 2) under market time, 3) and not give us much trouble."
And isn't this the answer to almost all our benefit statements to home owners. We need to create a huge parade of buyers so that we can create urgency and competition to generate a good offer to work with.
To a lot of you out there this simple exercise is already a habit, and I'll bet you are the ones burning up your markets with listings. This is the natural habit of a Top Agent, a Superstar Listing Agent or what ever you want to call them. Successful agents talk about benefits and how they meet the needs of the seller or buyer. It's a learned and practiced habit, and a very important one.
So why should I list my home with you? Because I and my company will bring you more buyers...
So go out there today and spread some benefits around to all the homeowners in your communities, and make it a great day!