“The Victory of Winning and The Agony of Defeat” are an every- day event for real estate agents. Every single day we take tests. We ARE test takers, and everything we must do from start to finish is a test.
Listing agents are marketing agents. They market to make the phone ring, in order to have the opportunity to “take that major test” of securing a listing.
The marketing we do to make the phone ring is actually our first test. Every piece of marketing will result in a “good score” or “no results.” The latter must not happen very often! It’s an expensive lesson to learn!
Assuming the marketing piece was an A+, the listing presentation is the next test. There’s an entire battery of competitors who are also striving for an A+ for their listing presentation. Only one will be the top scorer!
Assuming you’re an A+ participant, your next step is back to the marketing table. Listing agents are marketing agents for themselves and their inventory. If you have the routine down to a science, you’ll make another score.
A major portion of communicating with the seller is to prepare them for the near future offer. They must have “confidence” in their listing agent to provide them with the proper direction. If you were successful with that particular part of the listing test, you’ll be in control of providing guidance that is “followed” by the client.
Real estate agents are “test takers,” and the test results will determine their level of production and income. We are here to make a living. We must focus on how to do that consistently with the quality that’s required to receive those A+ test results.
It’s all a test…. Make sure you’re studying the “right material!”