With listings being harder to come by in some markets, the art of persuasion could make the difference in your next listing presentation! If you’ve had difficulty in converting seller prospects to active clients, it may be time to modify your technique. Here are some persuasion tips from Inc. magazine, which we’ve customized for real estate professionals!
Promote a positive outcome. Instead of saying, “Pricing your home too high will cause it to linger on the market,” say “Pricing your home correctly attracts motivated buyers and strong offers!”
Demonstrate confidence. This doesn’t mean being pushy or arrogant. Find out what is most important to your clients, then explain how you’ve helped others in similar positions.
Display empathy. If you are helping clients with an estate sale, short sale, or involuntary relocation, they may need extra TLC and patience! Sellers can also have an emotional attachment to their home that can make them reluctant to list, or accept a good offer. Remind them that you are working in their best interests, and will do all you can to make the transition smooth and successful.
Follow through! Return calls and messages promptly. Provide information and materials in a timely fashion. If something isn’t happening on schedule, be proactive and contact your client and explain the delay. It’s better to re-set expectations than to let your clients wonder what’s happening.
Understand the value of silence. You may feel compelled to fill in pauses in conversation, but your clients may need time to think and digest what you’ve said! When you ask a closing question, stop talking, and allow your client the opportunity to respond without pressure. If the pause stretches too long, ask your client if he or she has any questions you’ve yet to cover.
Modify your presentation to compliment the energy of your client. Your high-energy style might be an advantage to your sales production, but it could overwhelm an already-stressed or undecided home seller. Meet people at their level. Understand where they are in the home selling process. Give them the information they need to make confident decisions!
If your listing presentation hasn't been updated in a few years, it may be time to spruce things up! Contact RealSupport today for help with graphics and content designed to edify your brand and strengthen your message!
Bonita Breit
Copywriting & Marketing Specialist
RealSupport, Inc.
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