Are you ‘agent-centered’ or ‘client-centered’? Client-centered means you keep the best interests of the seller or buyer in mind–first. An ‘agent-centric’ real estate salesperson is one who, for example, lists a property at any price–just to get the listing. That’s certainly short-term gain–but long-term pain.
The “Client-Centered” Approach
If what the client wants from us is a “sold” sign on the property, and that’s the only way they rate us highly, then, we must change our methods of listing and marketing properties to create higher levels of customer satisfaction. By the “client-centered” approach, I mean to keep the client’s best interest first at heart—not the agent’s!
The Five ‘Acid Test’ Questions
Here are five questions to ask yourself, to see which kind of process you use—and tips to change your process to true ‘client-centered’. This is from the seller perspective, but you can easily translate this, too, to the buyer perspective.
1. Do you have an ‘information-loaded’, prioritized listing system? If you don’t have a complete process, you aren’t instilling trust and confidence in the seller.
2. Do you educate from the beginning, or do you just sell, sell, sell (tell) ? A pre-first visit package educates seller and shows your professionalism.
3. Are you a ‘property information gatherer’ or a ‘people consultant’? An in-depth questionnaire focusing on their needs proves you care more about them than getting a sign on the property.
4. What’s your objective? The statistics prove that most agents’ objective is to list the property. That is not in the client’s best interests. To change to client-centered marketing, you must focus on listing only saleable properties.
5. Do you provide the seller a written marketing plan? A professional marketing company always provides the plan in writing. Shouldn’t you?
Polish your ‘seller process’ to assure it is ‘client-centered’. Much more information about how to do that–and gain marketable listings is in Your Client-Based Marketing System.