There is currently a tremendous marketing opportunity to move buyers and sellers off the fence at the same time! The recent rate drops by the Fed provide several possible outcomes. I have discussed them before and Option 3 was more fully explored by Dan Green. But they can be a great source for marketing material that raises your perceived expertise. More importantly, this information can be used to move buyers AND sellers off the fence. How is that possible? I go into greater detail here, but as agents you simply follow the bouncing ball of fiduciary obligation:
- Each option lends itself to someone acting immediately
- We do not have a crystal ball. The market is going to move (it always does) and it is going to benefit one group over another.
- It is this acknowledgement that gives us the edge in helping both our buyers and our sellers act now.
An agent's fiduciary obligation is to look out for their client's best interest and that interest is usually aligned with their safest one, which means minimizing risk is more important than maximizing reward. Now look at the following two conversations:
Conversation with seller: "Mr. and Mrs. Seller, after reviewing these outcomes, I believe we should act now. If we are wrong, the downside is you sold for less than you might have had we waited. But if we are right and do not act, you may not sell your house at all. By comparison, the latter is far worse to your financial position."
Conversation with buyer: "Mr. and Mrs. Buyer, after reviewing these outcomes, I believe we should act now. If we are wrong, the downside is you paid a little more for your dream home than you might have had we waited. But if we are right and do not act, you may never get into your home. By comparison, the latter is far worse to your financial position."
Now the clients are impressed with your expertise (which leads to referrals); of much greater importance, however, you looked out for the best interests of both your buyers and your sellers. Icing on the cake: you are moving twice as many clients off the fence and into action.
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