People are often confused when they get into real estate. They think they are in this business for a myriad of reasons such as-to make money, or to help people. But the reason you are in Real Estate, the reason people use a Realtor instead of going at it alone is simply this-they want to buy or sell a house.
I know, you are saying-no kidding! But before you stop reading this because you think it is remedial, please bear with me. A person comes to you to sell their home. Of if a buyer, they come to you to help them find the right home. PERIOD. And every thing you say and do should help them find that goal. They are NOT USING YOU TO SAVE MONEY-YOU DON’T NEED TO CUT YOUR FEES TO HAVE VALUE. You need to sell their home, you need to help them find a home. When talking to potential clients, that should be your pitch. “I help my clients sell their homes 30% quicker then the (county) average.” When sitting across them at a listing presentation, share with them how you will market and WHY that helps them sell the home quicker. Tell them how you will position it and tell them WHY that helps them sell the home quicker. Don’t focus on price or fees, focus on how they will sell the home quicker at the number they need. You do that and you win the day.
Same with working with buyers. People are coming to you for expertise in finding the right home. It is even easier here because they usually don’t have to pay anything for your service. But whether they use you or do it themselves will depend on how well you EXPLAIN to them how using you will help them find the right home quicker and with more ease. Explain to them HOW you search for the home, how you do a complete analysis of what they want, how you save them time by pre-screening the homes, etc.
Your focus when selling should be how each thing you do HELPS THEM SELL THAT HOME. Your focus when working with a buyer is how each thing you do helps them buy the right home easier and with less stress. So look at how you sell your services. What are you focused on? Is it the price and fees or is it the result desired. Change the sales pitch and you can have radical results!