This week we had a workshop at our office about not losing listings. As we all know inventory is low and when you lose a listing you lose income. With low inventory and strong demand many sellers see us as a commodity. I have found they have been asking for very low selling commissions that frankly won't pay the bills. We had one buyer at an open house ask one of our team members to give up 50% of her commission as an agent credit so they could buy the house!
We all know our worth, but how comfortable are we with explaining our worth, our unique selling proposition to a potential client so they do not ask for a commission reduction. Do we even know what our unique selling proposition is or do we sound like everyone else out there.
What makes us stand out and can we sum it up quickly and easily without looking like a deer in the headlights.
I was working on my listing presentation, and realized I needed to change a lot in there to modernize it and make it more about how I help the client, rather than just my history and background. How do those things benefit the customer.
Think about what your clients say when they leave a testimonial as a starting point to discover what the client might consider important.
Then you need to practice saying these points so you are comfortable and it is just muscle memory, rather than having to think hard every time a potential client asks why should I use you?
Now, I am off to practice with some friends from the office. Have a good day. I will post another post later once I have finished working on my points and am comfortable with them.