I attended the 2-day CRS 201 Listings Strategies course in the San Diego area recently.
Because I am on the Board of the Southern California Chapter of CRS my role is to monitor local classes in my area. The real benefit, is that I get to take them for free, and I always learn some new things to implement in my business. I already had taken this course on the way to getting my CRS but came away with some tidbits I thought I would share. Can't hurt in today's competitive market.
These pearls of wisdom are a combination of questions to ask, things to do and strategies you could implement to help you become a better listing agent. Our instructors, Mike Parker and Rich Sands were terrific; they had lots to share and below is just a sampling. A course worth taking, IMO.
Before the listing meeting - "Since I haven't seen your house I will need to do some research to determine what your home's value may be. What price range should I study?" (this can be a good way to get an initial feel for the price range THEY are thinking about)
Use a terrific Pre-listing Package. It will sell you when you are not there. The competitive advantage? Lots of agents DON'T seem to do this. Consider delivering both at home and to their offices(s), but ask permission first and as to where to deliver. Having your pre-listing package show up at work could be great visibility, and you don't want o just send to one person (at work) and not the person at home. But double check - not good to send a package to the office if the boss doesn't know they are moving. Be creative in how you package this information and what you include. Make it set you apart so they remember you.
Use lots of visuals in your presentation. Many folks are more visual, but a combination of verbal and visual will result in more of what you say being remembered. And it will be more meaningful. REMEMBER - YOU are the most important visual. How you look and act and your attitude. And don't forget about that car - lots of folks will check it out.
Be Fats Waller - "Find out what they want and give it to them just that way" (I love this quote - pretty powerful don't you think?)
Your mind set going into a listing discussion is critical and depends on 4 factors - (1) complete preparation, (2) the pace of high performance, (3) having the right attitude, and (4) knowing your acceptance criteria (i.e., what will tell you to take the listing or not, e.g., motivation to sell based on need, deadline, or an emotional based; priced to sell; willing to pay full fee)
It's all about the motivation. And the reason for the move is not the same as the motivation. Find out if they are motivated more by the reward of getting where they want to be, or the consequence of where they currently. It's useful to ask, perhaps again after the initial call, if they have definitely decided to move; if NOT, you need to investigate further.
Most folks know about or have heard of the F.O.R.D. questions. These are great to use when you first sit down, to break the ice and establish rapport - Family, occupation, recreation and dreams.
We can all talk about why they should work with us. But it's important to tell them more - the IMPORTANCE and the BENEFITS of the things that you will do for them.
Well I could go on an on. It was a knowledge-filled class. But, hey, why give it all away. Lots of folks paid $299 for this 2-day brain dump. And it's a competitive edge. So take the course if you get the chance.
Visit the CRS website for information on courses that interest you. But take them out of your local area so you can network with agents from other agents and possibly get a referral.
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