There’s an adage in real estate, which says, listings control the market. What this means is, those real estate agents, who gain the most listings, are far more in – control, than those who do not! However, merely becoming a listing agent, does not assure success, which is only secured when listings become sales, and sales become closings! How do the top real estate professionals assure their success? While there are a number of ways, as well as theories, etc, on the topic, it is, through a combination of factors, including skills, assets, attitude, powers of persuasion, persistence, marketing, etc. Perhaps, the most relevant factor, which is often mentioned, but rarely trained, evaluated, or sufficiently discussed, is quality negotiations. This process must begin at the listing presentation, when one explains many things to the homeowner, and when factors such as pricing, commissions (and other terms), etc, are finalized. An agent owes his new client many things, but one necessity is a willingness and ability to keep it REAL.
1. Relevant; rational; rationale: Begin by listening effectively to what the homeowner is saying, including his priorities, concerns and questions. Focus on maintaining relevance to him, and fully explaining what needs to be said! Avoid being overly emotional, but rather demonstrate a heart/ head balance. where the logical and emotional factors are in balance! Explain, in a calm, rational manner, your reasoning and rationale.
2. Expectations; enable; earn; explain: Explain your reasoning, and why you suggest a specific listing price. Avoid being overly optimistic, so as to minimize inflated expectations. The wise real estate professional always under – promises, and over – delivers! Enable the client (homeowner) to be part of the process, and explain his duties, responsibilities, and your expectations. Rather than avoiding the Fearful Big – C, which many do, explain why you deserve the commission you are asking for, and how you earn it, by providing superior service and value!
3. Assisting; analyzing: How will you assist your clients throughout the entire process? How often will you provide updates, etc? What factors do you take into consideration, to analyze the market, as well as the optimum pricing point?
4. Listen to clients; let them learn; lead them: Spend more time listening than speaking, and make the time, and take the effort, to explain, teach, and assure they learn what’s most essential for them to know and understand! You earn your reputation and commission, when you are willing to lead them, where they need to be!
Don’t be a fantasy real estate agent! Rather, keep it REAL!