Why isn’t your listing presentation working? You know so much! We agent types like to talk. In fact, many of us became agents because people told us that, since we’re good talkers, we’d make great salespeople! That’s an old idea today. Why? Because we, as consumers, are over-whelmed with sales talk. We don’t just trust anyone because they have a good ‘sales spiel’.
If you’re finding it increasingly difficult to list properties at the right price, it may be because you’re working too hard trying to talk the seller into it, and are not working hard enough to show a seller into it. Sellers, like all of us, believe what they see, not what they hear.
We Remember Only 10% of What We Heard 3 Days Later
One of the biggest problems of talking through your presentation is that the listener will lost interest and can’t retain the information. Isn’t it humiliating when the seller lists with someone else because that real estate agent told them___________________ (you fill in the blank)–and that’s the same thing you said! But, you didn’t back it up with a visual to prove your point and make you (and the point) memorable).
Instead of trying to tell a seller what you know to be true, back up your statements with statistics, graphs, facts, etc. You do this in your market analysis. But, most agents don’t do this with the rest of their marketing plans. Start now gathering information to back up your chosen marketing strategies. For example, if you’ve found, through your experience, that open houses do not sell that particular home, start keeping statistics of your open house visitors, their needs, and what happened to them during their buying cycle. You want to provide sellers the information they need to make good decisions, and to support your marketing plan.
Question for you: What Substantiation Have you Found Most Important and Effective?