Secrets from Top Real Estate Brokers

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Education & Training with Real Estate Grad School

 

Secrets from Top Real Estate Brokers #RealEstate #successIn preparation for an upcoming speaking engagement, I spoke with some of the top brokers I coach to hear each of their top techniques.

See which of these you could start to use in your own business.

 

Broker #1:
Use professional photography – One broker said he shows clients the visual difference between his listings and competition (that doesn’t use professional photographers). He’ll even ask the seller to pick a house they know is for sale in the MLS and compare its listing to his; he makes sure that his listing beats the competition in the virtual tours.

Explain the system of regular communication. He guarantees every seller communication between 10 and 12 once a week. That’s because having a regular talk with clients is the biggest complaint that sellers have about agents.

Take off your shoes when you enter the house. No matter what condition the house is in. I’m surprised at how many people actually do take their shoes off, but it shows a respect for the house and casts a good impression – and helps the clients feel more respect for the real estate. One of our clients even bought booties from a hardware store to enter houses.

Be prepared with and know the comparables. Get comparables for all of the houses in the neighborhood. Having that printed or in notes that you use to answer the seller show that you’re very aware of the same data as the seller, and know more than they do.

 

Broker #2:

He never sends a Comparative Market Analysis - The second broker I spoke with said he does an RPA – Right Price Analysis – his own concept. Many times you have to discover what works for you.

And if you can’t find it, design it.

The RPA is all of the information that allows him to analyze what data he has, and that shows he’s put a house on the market for the right price.

Average days to the market. He likes to compare his statistics to those of the Multiple Listing Service. He does list to sale ratio – average days to market.

He says, “if I can prove to you that I’m the best agent – will you list with me?” “Well, sure if you can prove it,” say the sellers.

And with his data he goes on to do just that.

This is harder for new agents. If you’re newer, you need to just know your own market stats. Even if you’ve only sold a handful of houses, your average will be higher and you can use that data.

 

Broker #3:

Again, this broker takes off his shoes.

Smile with confidence and brighten the room. Sure, people care about the house – but they have to like you.

Always be writing, always be asking

As a relatively young broker, he says: “We are aggressive – not worn out or bored.” So if you’re younger or older – you create your own distinctions and make them work for you. He doesn’t say older – he says not worn out or bored.

The average agent is in the 50’s. The average buyer is 20’s and 30’s. Make your attributes work for you.

Ask, listen, and don’t talk

 

Broker #4:

The third broker I spoke with has sold over 800 expired listings. He has a powerful expired package – pages and pages of these in small print that he’s sold.

Here are his secrets:

Show you care – what do they want? Where are they moving? When do the want to be there, and who else is involved in the move?

Find some commonality – as your doing a walkthrough, people trust you more when people feel you’re like them.

Show that you’ll work hard for them. He does this as he presents his marketing plan, and at every opportunity.

Your work ethic is who you are…

…that’s more important than what you do.

If you’re focusing on what you do to the slight of who you are you may be missing the mark, because people hire who you are.

Show them the skills and your record to prove that you can do the job. But first, he says that he makes sure to focus on the first three: Caring, Commonality, Hard Work.

Share one or two of today’s secrets for a more powerful listing presentation that you plan to implement this week.

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Comments (64)

Theresa Akin
CORPUS CHRISTI REALTY GROUP - Corpus Christi, TX

I agree with Teresa Cooper but I also wear open toed shoes and depending on the condition of the floors. Many people don't appreciate you taking the liberty of taking your shoes off. I have a lot of data with me involving the listing property and comps. Have been fortunate selling most of the listings because of right pricing with little negotiation and contribution from seller to buyer.

Aug 14, 2015 08:16 AM
Dave Hymes
RE/MAX Gold - Placerville, CA

These are great! I especially like the professional photography and comparing #1's listings to the competition. I think if an agent can't take the time (or money) to present the client's home as good as it can be then how can you count on them to do the rest of the job well?

 

Aug 14, 2015 08:53 AM
Bill Morrow
Keller Williams of Central PA - Mechanicsburg, PA
Bill Morrow, Associate Broker

Every comment and suggestion here is very good and I have used every one of them.Just not all at the same time. What that is most important that as a professional, one must be able to immediately interpret during the initial meeting, what techniques and plans will work best and benefit the prospective client and their needs. Three like homes in similar condition in the same neighborhood may each require a different approach simply because of each owner's needs and motivations to sell. 

Agents that work with a canned presentation may be doing a customer a disservice because as an agent they cannot adapt, improvise, and overcome.

Aug 14, 2015 09:50 AM
John DL Arendsen
CREST "BACKYARD' HOMES, ON THE LEVEL General & Manufactured Home Contractor, TAG Real Estate Sales & Investments - Leucadia, CA
Crest Backyard Homes "ADU" dealer & RE Developer

Great commonsensical stuff that we all need to re energize with every so often. Thanks.

Aug 14, 2015 09:59 AM
Gary L. Waters Broker Associate, Bucci Realty
Bucci Realty, Inc. - Melbourne, FL
Eighteen Years Experience in Brevard County

I have been using a Price Right Analysis instead of the term CMA for several years. I think it is the same concept broker 2 mentioned.

Aug 14, 2015 10:17 AM
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Rich, a twist on each of these elements is part of my listing presentations. Tailoring my presentation to the seller, the seller's property and the current market works best for me.

Aug 14, 2015 10:44 AM
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

We do well if you apply most of these suggestions,

Sam Shueh

Aug 14, 2015 11:44 AM
June Piper-Brandon
Houwzer Inc - Baltimore, MD
Piecing Dreams One Home at a Time

This is great information.  I can't agree more with using professional photographs.  I hire Houselens to do my photography they do a great job.  I agree with taking shoes off too, I however, don't only because I have really bad neuropathy and if were to step on something I wouldn't know and could do severe damage so I don't.  

Aug 14, 2015 11:49 AM
Tammy Adams ~ Realtor / Podcaster
Maricopa Real Estate Co - Maricopa, AZ
A Maricopa Agent who Works, Lives & Loves Maricopa

Thanks for sharing. Interesting how many ways we all go about doing our roles

Aug 14, 2015 12:00 PM
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Great information from the combination of 4 top agents.  In our area, it is common to hire a professional photographer if the house demands it ... but for the most part, we do our own.

An interesting story about removing shoes.  Back about 10 years ago I entered a house (and although I almost always remove my shoes) and inadvertently forgot to remove my shoes.  The owner was so offended that he literally opened the door and told me to leave saying "if you don't have enough respect to remove your shoes when entering my home you will never list this house". I was shocked, but more embarrassed. You can bet I never made that mistake again.  Have to say, that more than 50% of the sellers tell me not to take off my shoes ... so I ALWAYS ask upon entering if they would like me to remove my shoes.  Just a thought!

Aug 14, 2015 03:28 PM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

In the end, people buy from people first and then the product. These examples exude passion for the industry and at the very least, a respect for it. People warm up to that...thank you for sharing Rich Levin 

Aug 14, 2015 10:58 PM
Anonymous
Noeleen Duffy

Great advise! I agree that photographs need to be good but I don't agree they need to be taken by a professional photographer if you are a good photographer yourself. What areas and features need to be photographed is the most important factor because as we have seen in recent posts there's no need to take a photo of the toilet! Photos also need to be clear, not dark and for waterfront, golf front properties etc its best to take photos on a clear, sunny day if possible.

Re taking off shoes: Like most female Realtors in Florida I wear sandals all year round so I think sellers would prefer sandals over bare feet!

Aug 15, 2015 03:45 AM
#56
Noeleen Duffy
Claddagh Florida Properties - Palm Coast, FL

Sorry, I forgot to log in and my POST ended up being anonaymous. Great advise! I agree that photographs need to be good but I don't agree they need to be taken by a professional photographer if you are a good photographer yourself. What areas and features need to be photographed is the most important factor because as we have seen in recent posts there's no need to take a photo of the toilet! Photos also need to be clear, not dark and for waterfront, golf front properties etc its best to take photos on a clear, sunny day if possible.

Re taking off shoes: Like most female Realtors in Florida I wear sandals all year round so I think sellers would prefer sandals over bare feet!

Aug 15, 2015 10:45 AM #56
 
Aug 15, 2015 03:51 AM
Kate Elim
Dockside Realty - Spotsylvania, VA
Realtor 540-226-1964, Selling Homes & Land a

Hi Rich...Like the part about the Right Price Analysis. Should be helpful when discussing list price with sellers. Saying you have the right price shows confidence.

Kate

P.S. Don't take off my shoes. I've had surgery on both feet years ago. They are still tender. Have a box of booties in the trunk in case I really need them.

Aug 15, 2015 07:58 AM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

All excellent tips!  I am constantly surprised how many agents do not use a professional photographer to shoot their listings--it makes such a big difference!  I also can relate to the 'find some common ground'--connecting with clients on some sort of personal level and taking the time to show you really care about them is very important.

Aug 15, 2015 08:28 AM
Kathleen Frawley
Keller Williams 916 730-4404 Elk Grove, Wilton, Folsom, Sacramento - Wilton, CA
South County Sacramento, 916 730 4404

That is a nice  long list!  Show you care is probably my favorite.

Aug 15, 2015 08:50 AM
1~Judi Barrett
Integrity Real Estate Services 118 SE AVE N, Idabel, OK 74745 - Idabel, OK
BS Ed, Integrity Real Estate Services -IDABEL OK

Great ideas to consider, especially since they are working for some and are selected as being very important.

Aug 15, 2015 09:43 AM
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

Don't all successful agents integrate these elements except perhaps the RPA vs the CMA? It's the art of persuasion, isn't it, simply find out what they want and give them what they want if it is reasonable, marketable and affordable?

Aug 15, 2015 09:49 AM
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

Rich, we use professional photography and talk about the difference, but I love the idea of asking them to name a house they know is on the market and then comparing them, as the chances are the other house will not have the same quality of photography. Also love the idea of an RPA vs. CMA. Brilliant!

Aug 15, 2015 12:49 PM
Frank Rubi
Frank Rubi Real Estate, LLC - Metairie, LA
FrankRubiRealEstate.com

Rich, thanks for sharing some ideas or secrets of a top producing Broker. The RPA is a great share. 

Aug 16, 2015 12:46 AM