On my last post, “Listing to sell NOT signing to fail”, Michael Eisenberg asked, “How does someone with little or no track record get the listing appointments?” Michael, that is a very good question so let me see if I can help answer it with this post. In fact, let me take it a step further and also answer, “Being a new REALTOR®, with no track record, how can I compete and convince folks to list with me?”
Question #1: “How does someone with little or no track record get the listing appointments?”
I think this is actually the easier question to answer. First, If you are not already, you need to be working the expired listings market. These are the very best leads you can get. These Sellers have already decided to sell and they have already decided to use a REALTOR®. It doesn’t get any better than that. The reason their property didn’t sell is because it was overpriced. So, if you can get them to call you, you will have a good chance of getting the appointment.
It’s important to remember to not try and sell folks over the phone. When someone calls you, your only goal is to make an appointment. You must get in front of them. When anyone calls me to see about listing their property the very first thing I do is get their name, the address of the property and then I tell them I will call them back in a few minutes. I simply say, “Let me pull your property details up and I will call you back shortly so we can discuss the way forward.” I do not try to pitch them at this time. I get the info I need then I hang up.
The reason I do this is I want to be able to talk to them about their specific property when I call back. It only takes a few minutes to see if they have been on the market before or are currently listed, when they bought it, how much they paid etc…Once I have this info I call them back. Usually within 15 minutes or so.
When I call back, I just ask them very basic questions about why they are selling and what’s their time frame, then I go for the appointment. “How about I stop by tomorrow at 11:00?” Make the appointment. Do not answer questions about commission structures or how much you think their house is worth. Simply say, “We will go over all of that once I have had a chance to see your house. I would be doing you a disservice by trying to answer these questions without seeing your house first. But, when I come over tomorrow, I will be loaded with information and I will be able to give you my honest opinion on what it will take to get your house sold. And, if all is agreeable, I will have you up and running immediately. I‘ll see you tomorrow at 11:00. I’m looking forward to working with you.” So far, you being new and having no track record is a no issue. Short sweet, to the point and make the appointment.
OK question #2: “Being a new REALTOR®, with no track record, how can I compete and convince folks to list with me?”
This is a little more difficult but can be achieved. First, you cannot fake experience and market knowledge. Experience will come with time. Market knowledge can be learned. Pick an area. Maybe just a few subdivisions to concentrate on. Then, make it your job to learn them. Preview every home on the market. Drive by the ones that have recently sold. Study the MLS everyday. Start soliciting all the expired listings and all the FSBOs in these areas. Visit yard sales. Drive around on the weekends and talk to folks when they are outside working in their yards. Make your face a fixture in the communities you want to work.
Tag along with more experienced agents when they have listing appointments. Successful people love to help others succeed. Just ask them. Pull up some random addresses in your area and practice doing a Market Analysis on them. Have an experienced agent critique them. All of these things will help you gain market knowledge.
OK, so let’s assume you have an appointment in your market and you are comfortable with your analysis. One of the biggest fears newbies have is that lingering thought “What do I say when they ask me how long I have been a REALTOR® or how many houses I have sold?” Folks, this thought process is inevitable and will show in your presentation. You will be so concerned about them asking you this that it will throw your concentration off. The only solution is to take control of the situation and get this out in the open before they ask. Once it’s out there you can concentrate on the task at hand and that’s getting the listing. So this is what you do:
When they open the door say, “Hi there, I’m Bryant. I really appreciate you folks having me over today. I’m fairly new to this but I’m really excited about working with you to get your house sold. It looks like you have a great place. Let me set my stuff down at the table and you can give me the tour. Then we’ll sit down and together we can go over a strategy to get your house sold.” That’s it. You said it, it’s in the open and now you can move forward. If you say this with a big smile on your face and talk with confidence it will not come up again. Now you are ready to get to work.
I guess I’m just not capable of writing a short post about this stuff. Taking listings is what I do. I’m an expert at it and I could write or talk about it for days. So let me try to wrap this up here.
OK, let them give you the tour. Then take them back to the dining room table and just talk with them. Your analysis is not going anywhere, leave it alone. You only goal at this time is too bond with them. Ask them questions and then sit back and let them talk. People hire people they like. This is the most important part of your “presentation” and it doesn’t require experience or market knowledge. It requires genuine care and concern. You are there to find out their needs and come up with a plan to help them achieve them. You are building trust.
Once they are comfortable with you, then and only then are you ready to talk business. Now folks, at this point, I’m going to link to some other posts I have written that will help you. Read through them and see if they answer your questions. If not? Well, leave your question in the comments and I will write another post. How did I do?
Graphic compliments of Danny Smith. Where’s Danny???
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