We've all probably gone after listings, thought we had a good chance, but ended up not getting the job.
WHY?
Because the agent....
PRESENTATION
... didn't submit a formal presentation to a client who places a lot of weight on marketing materials
...or provided a presentation but used an old MLS picture of the property BEFORE the prospective client made tons of improvements, and ended up infuriaring the client. The agent should have at least take a new picture. It might have been better to have NOT used a picture than using one that shows the property as looking run-down
... made a fabulous presentation to a prospect who was wowed, but is only one-half of a couple. The other one who wasn't present during the presentation has a friend who has a friend....and made the decision
... used the wrong or poor comps in the comparative market analysis
... refused to negotiate a commission (okay, some of us may really dig in our heels --- but is getting zero listing better than a listing at 5% versus 6%?)
- On Active Rain, there certainly have been a lot of blogs on this topic alone Click here or do the search
- And if you google this topic, here's what you will find (agree or disagree)
LISTING AGREEMENT
... didn't bring the listing agreement at the time of presentation, even though the prospective client seemed receptive and may have signed....and by the time the agent brought the agreement, the prospect was contacted by another agent who was well-prepared
...or did bring the listing agreement, but left without having it signed, thinking that he can pick it up later
BEHAVIOR, BODY LANGUAGE, APPEARANCE
... made an appointment, but was late and thereby creating a first and negative impression?
... didn't recognize the buying signals, such as a question like "Would you list it a $825K instead of $799K" and said "NO" too quickly without qualifying or overcoming the objection
... didn't read the client well. Where the prospect wants empathy and understanding, the agent was too pushy and overbearing?
... started pointing out everything wrong with the property before establishing rapport with prospect or before focusing on things that ARE right with the property
... dressed inappropriately. What's inappropriate: too short skirts, too high heels, overpowering cologne or perfume, looking (and smelling) like one just came from the gym
... got lazy. Didn't prepare anything for the prospect to see, to review. Didn't bother establishing rapport, trust and confidence
,,,assumed that because the seller is a friend or relative, that he would get the listing. And therefore didn't even bother preparing, reaching out and asking for the listing.
MARKETING SKILLS AND INTERNET KNOWHOW
...couldn't speak with confidence about marketing online, or creating visual tours, or other forms of internet marketing such as craigslist, Vflyers, Postlets. Instead, could only talk about print advertising and open house.
...not familiar with other sites like Zillow, Trulia, Cyberhomes, and couldn't explain how the property would be promoted on such sites
...not familiar with social networks like Facebook or Twitter or LinkedIn --- where the prospective clients may be active
....did not research the property well, did not research the history of the property, last sales price, recent work done, permit history
....did not know the area, what makes it special...and therefore did now know how to promote it
How many other reasons (and experiences) can you add?
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