Procrastination tends to be a common by product of fear. In one of my very first blog posts, I talked about fear as the ultimate career killer. It's true. But fear manifests itself in many ways...some appear on the surface to be the very antithesis of others.
In today's market climate, is your fear of losing a deal or an opportunity causing you to be perhaps too eager to give an accurate CMA too early in the process with a prospect...and therefore jeopardizing your chances of earning rapport with that prospect?
Most real estate professionals I talk with are perfectionists and, understandably, want to give the most complete and accurate information they can in order to make a first impression. Today's consumer is more internet-and-computer savvy than ever before and very much has a "point and click" mentality. That is, they expect answers quickly when they submit inquiries online...or anywhere else for that matter.
A major key to success with today's consumer is the CMA Brief. It's called by many names...quick CMA, brief CMA, 5-minute CMA...the list goes on and on. In a nutshell, it's a handful of comps (active and sold) and a quick summary stating an estimate range in which the value of their house falls.
For the perfectionists I talk with, it's a hard concept to embrace because the information given in the CMA brief is not specific enough to the potential listing. Their tendency is to engage the prospect in conversation to try and get an appointment, rather than offering the CMA brief. This tried-and-true sales tactic is becoming less and less effective simply because today's consumer expects it...and they don't respect it. Simply put, today's consumer is tired of being sold and will tune you out and put up smokescreen after smokescreen if you do this. "I'm not interested." "I'm just curious."
Do these phrases sound familiar.
If you're a perfectionist and you're wrestling with just how to earn the trust of today's consumer, try stepping out of your comfort zone and offer the CMA brief when you get a lead who wants a "free CMA." In their heart-of-hearts, the prospect knows that you can't give an accurate CMA without seeing their house. They also know that once they let you into their house they're probably going to like you. No one wants to go through 2, 3, 4 of any professional to find someone they can trust. Today's consumer is doing their own due diligence (basically a filtration process) by asking for the "free CMA" which is the CMA brief.
And it's working.
Do you want to get ahead of your competition? Try it. The vast majority of your competition refuses to do it. Whether it's perfectionism, stubbornness, simple lack of education, or the lazy belief that they will somehow be able to have a career based on lay-down sales, I've heard all the reasons and the reality is simple:
Once a new lead/prospect has the CMA brief in their hands, they no longer look at you as a "salesperson" who is withholding information to try and get an appointment. They will look at you as someone who will truly help them because you've already made the inital effort.
Once you've extended the olive branch that is the CMA brief, you'll get your opportunities to let your perfectionism shine when the time is right for your prospects.
Comments(3)