If you are just reading this, be sure you have read the prior blog because this might not make much sense.
We talked in the prior blog about our presentation to buyers and the fact that we waste a lot of time telling them about our company, our fellow agents, our nmber of deals, our marketing plans, etc, etc.
Remember, the reason that I go to a professional is because i assume that they know more than I do or have a skill level that I don't. Unfortunately, the public doesn't know what a real estate agents do and our associations haven't done much to change that. I used to teach a weekend real estate consumer course at Univ. of California Berkeley. One of the questions I would ask is .........what do you think an agents job is?? Consistently, it came back that they thought that buyers agents showed houses. Is it any wonder that they have little respect for us when they think your main job is driving them around? Why not have the board hire taxi companies and show houses. I know that is the wrong answer but that is what the public thinks. Remember, a persons belief is their reality, so don't surprised if they go down the street and deal with another agent because you have not convinced them that it matters who they deal with. And, that you are substantially different from other agents. Because, if you did, they would stay with you. So, stop the ...buyers are liars game .. and realize that you did a poor selling job, anytime you lose a client.
I don't always agree with the Mike Ferry organization but I really love what Mike has said in the past. He said, find out what everyone else is doing and do something else. You MUST differentiate yourself. Think about any product that you are loyal to.
Neiman Marcus, Macys, Target, Sam's club, Wallmart, Good Will and your local Drug store, all sell clothes. But, isn't it clear in your mind that each one has identified and sell in a specific market. They are not all the same and don't try to cater to everyone. We must do the same thing. We must decide who we are and what are advantages are. It might be that you have lived in your farm area your whole life. It might be that you speak the language of the potential buyer. It might be that you are a lawyer , CPA or contractor and can put those skills together to help the Buyer with their transaction. YOu need to do this.
Unfortunately, the majority of agents don't have a big hook like that to wave arroud, especially if you are new in the biz, so what can they do? I suggest that you specialize in detail and technical skills. Most agents are so focused on marketing and selling skills, they neglect the tecnical side of this business. I suggest you start by becoming an expert in the legal and contact side of the business. Most contracts are complicated and way beyond the expertise of the average client (and many agents). But, assume that you were an expert and could explain correctly what the contract really means, including pointing out those areas that get buyers into legal trouble.
I have trained 100's of agents in this technique and I can assure you that it works. Yes, it will take 2-3 hours to do justice to explaining the contract but it's that exactly what you wanted to do. Sit down with a buyer or seller and show them how you are different from other agents in your market.
If you would like to know how, comment on this email and I will contact you.