A Simple Technique to Win More Listings

Managing Real Estate Broker with Howard Hanna Real Estate Services

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!



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Bob Jakowinicz
National Realty Centers Livonia--Bob Jakowinicz - Livonia, MI
Michigan Real Estate Agent-- MI RE Adventures

Jim, thanks for the scripts.  The way I see it is, if your going to seminars and training than that alone will keep you on top of things and good at what you do. 

Jan 19, 2010 11:14 PM #1
Jim Gainer
Howard Hanna Real Estate Services - Hershey, PA

You are so right. We never stop learning and growing when we stay engaged in our chosen profession. And isn't that what the consumers expect of us?


Jan 19, 2010 11:30 PM #2
Rich Rogala
Consistent Clients - Chicago, IL
Real Estate Marketing Coach

This is a great reminder that the basics of our profession can be provided by nearly anyone. It's the way we do it, the extra steps we take, and how well we explain things to our clients that helps us stand out. Thanks for sharing!

Jan 20, 2010 07:32 AM #3
Sharon Harris
Keller Williams Keystone Realty - Hanover, PA

Great read. You have made some great points. Thank you

Mar 29, 2010 12:12 AM #4
Brien Berard
Remax Professionals Laurel MD - Laurel, MD
Maryland Real Estate Agents - Laurel Real Estate

Great reminder!  I often explain what I am doing to sellers and buyers so they can appreciate the work that goes into it.  You also come across as more knowledgeable as well.

May 25, 2010 11:50 AM #5
David Lee ~ Orange County, Ca ~ Cash Flow Specialist
United Realty - Garden Grove, CA

I'm only going to mention about the benefits to my buyers and sellers. Thanks for the advice!

Aug 13, 2010 09:06 PM #6
Kimberly F. McCanna
Prudential Homesale Services Group - Elizabethtown, PA

Thanks for the insight, Jim!  I think this is really important for newer agent like me, as we don't have the funds to do a lot of other marketing. 

Feb 18, 2011 12:18 AM #7
Jim Gainer
Howard Hanna Real Estate Services - Hershey, PA

Thanks for all the great comments. I truely belive that when you stop listing your services and start selling your value, your business will jump exponentially. The simple reason is that you will start making more logical sense to the consumers who want to know what they are paying you for. They don't want the list, they want the "Why's" Why do I sort my pictures in the MLS a certian way? Why do I believe you should market with a home warranty? These are the answers they want!

Feb 21, 2011 02:00 AM #8
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