I am always amazed that any time we attend a gathering of agents, someone invariably uses the word, "professional." I know that in may ways, our industry lacks professionalism but let's stop a minute and take a closer look at the people that most of our customers consider professional. Most are white collar including doctors, lawyers, dentists, tax people, etc. But, some are also blue color such as car mechanics, hair sylists and others.
What is it about them that makes us want to use them and return to use them again and again. It is their skill and expertise. Most are referred word of mouth. And, when someone refers them, they speak of their skill and customer care.
Let's compare that to the way that we agents are trained to present ourselves to our clients.
- Our company: How often do we make this a big part of our presentation? Other professional rarely make this important. Their appeal is their skills and expetise.
- Number of offices or agents: Would you explain to me how multiple offices or lots of agents really helps the buyer that is sitting in front of you. It might impress a seller because they think that bigger offices will sell their house faster ....but is that honest
- Our marketing materials: After you show them your sign, flyers, website, etc, what is left. Most of our serious competitors have almost or exactly the same thing
- Point of difference 1: Some agents try to sell their years in the biz. I never think of that when I am picking a car mechanic or lawyer.
- Point of difference 2: Succes or number of deal. I can't remember my dentist ever mentioning how many other clients they have. And, I can't remember ever asking or caring.
- Our ads: Bigger companies love to show the full page ads. But, we know that it really is a show put on for Seller's benefit. Don't remember the % of sales from call ins, but i know it is small
So, if this is not what Listing and Buyer presentations should be about, ....what should it be?
Have to run now but look for Part II