It always amazes me how many agents have a hard time differentiating themselves from one another and their ability to answer the question “Why you? What makes you different from the rest?”. The consumers believe all real estate brokerages and all agents are the same like a commodity and it all boils down to our professions inability to convey its value proposition. Knowing what separates you from the pack is vital to your success but even more important is understanding the consumer and knowing what they need, what they value and what they want would give you that edge in the market. So let’s have a look at what the top things a real estate buyer and seller want and how we can communicate our offering to them and set us apart from the pack.
What the Sellers want.....
#1 Access to real estate data. More importantly the active listing inventory and the historical sold data. The demand for data is so high that an average North American searches on average eleven different websites for data and believing they will find something different than the last website they were searching. Make sure you are promoting and offering data to as many consumers as you can.
#2 Seller’s would like to look at or receive a pre listing package and have the ability to educate themselves with the process, the changes in the marketing of their homes today and more. Here are some categories for you as an agent to create and make readily available a seller’s pre listing package.
A) Your Biography
B) Your Team Members including service providers
C) Your Core Values and Mission Statement
D) Service Guarantee
E) The Selling Process
F) How You Find Buyers For Their Home
G) Testimonials
H) Marketing Plan
I) List Of Items Seller Needs At Listing Appointment
J) Preparing Your Home Information
#3 They want to know the process and system for pricing their homes (Comparison, Cost, Depreciation, Cash Flow ) They also want to see all the different ways a home is marketed in today’s economy. So having a report or way of explaining your pricing system and marketing plan for a seller’s home and making it available to them is key.
#4 There are so many moving parts to selling a home and so many different people and service providers involved in selling their home. Knowing what all the moving parts are, the timing and who the different people and service providers are is so important to the seller. Showing them how we act as their transaction coordinator and make this all come together for them is a huge value add and separates us again from the pack.
#5 Every seller wants to know what the common pitfalls are to selling their home but more importantly how you assist in ensuring there are no surprises, mistakes and eliminate their stress of this whole experience. Again promoting these common pitfalls and mistakes and how you help avoid them sets us apart from the rest.
#6 Every seller wants to be shown not told how we communicate and maintain high touch, high care and attention from the pre, during and post process of selling. The biggest complaint the consumer has is the real estate professions lack of communication and our “list it and leave them” reputation precedes us. Have a seller advisement system which includes high touch, care and communication and share it with them and stand out from the rest.
What the Buyers want......
#1 Access to real estate data but even more important the access to the deals and to the inventory that isn’t in the MLS system. Stand out from the rest by offering access to sleeve listings, distress sales, expired listings, FSBO, shadow inventory and offer to go find it for them by door knocking and direct mail efforts.
#2 Buyers would like to receive a pre buyer package similar to seller’s package but add these:
A) The Buying Process
B) How you save buyer’s time, money and stress
C) What they need available at the buying appointment
D) VIP buyer services like number 1 above.
#3 They want to know all the steps in the buying process and your system for buying a home and the negotiating strategies you provide to save them money. So having a report or way of explaining your buyer system and negotiating strategies for a buyer and making it available to them is key.
#4 There are so many moving parts to buying a home and so many different people and service providers involved in buying their home. Knowing what all the moving parts are, the timing and who the different people and service providers are is so important to the buyer. Showing them how we navigate the buyer as their transaction coordinator and make this all come together for them is a huge value add and separates us again from the pack.
#5 Every buyer wants to know what the common pitfalls are to buying their home but more importantly how you assist in ensuring there are no surprises, mistakes and eliminate their stress of this whole experience. Again promoting these common pitfalls and mistakes and how you help avoid them sets us apart from the rest.
#6 Like the seller’s, every buyer wants to be shown not told how we communicate and maintain high touch, high care and attention from the pre, during and post process of buying. The biggest complaint the consumer has is the real estate professions lack of communication and follow up with buyers. Have a buyer advisement system which includes high touch, care and communication and share it with them and stand out from the rest.
There you have it, the top six things that a buyer and seller want and now go give it to them. Promoting these offerings will allow you to stand out from all the other agents in your market and add value to the consumers and allow you to attract and pull people to you and your real estate business versus every other agent pushing people to them and their business. You know what they want, value and need, now creatively find a way to give it to them and begin to pull away from the herd and take your business to another level!!
Strength and courage,
Wade
for more check out www.agentsboost.com
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