Have you ever gone on a listing presentation knowing that the homeowners had already interviewed other real estate agents? If so, you knew you were in danger of sounding like a me too real estate agent when you outlined what you’d do for them.
After all, most (good) agents do many of the same things.
If you want more listings, you have to show that you are much more than a me too real estate agent.
Unfortunately, many of the agents I speak with don’t realize that they are more. When I ask what they do that’s special, they say “I just do what everyone does.” If you’ve been thinking that way, stop. I know that you are not just another me too agent for the simple fact that you are reading this. You’re seeking more knowledge and more ideas to help advance your career. Me too agents can’t be bothered.
Perhaps you do know that your service is a cut above, but you haven’t developed a plan to demonstrate that fact to your would-be clients.
It’s time for you to create some new listing presentation documents…
If you haven’t already done it, create your “How I Work” document.
In case you missed it, click here to see what I’m talking about. “How I Work” will be uniquely yours, so will be your first step away from being seen as a me too real estate agent.
Next create a “Who I Am” document.
This one shows how you obtained your expertise. If you have a niche or geographic territory, outline what you’ve done to gain your expertise – education, market study, experience, community involvement, etc.
Do you attend city council or planning and zoning meetings? Are you an active member of the Chamber of Commerce? Do you take part in community events? List all those things.
Whether you have a niche or not, share what you do to familiarize yourself with the market in the area where your potential new listing is located.
If you’ve created a market report in order to determine the proper list price, include that document in your presentation.
If you keep this document in your computer as a template, it will only take seconds to add the area name to create a customized document. The more you personalize, the less you’ll look like a me too agent.
Next – write your “Services Provided” document…
Start by making a long list of the things you do for your listing clients. Don’t try to edit or sort as you go, just start writing.
Begin with the steps you take before you meet with them. Include the research you do to familiarize yourself with the property and its history.
Now think about all the ways you help the homeowner get ready to put the house on the market.
List everything – including the advice you give about decluttering and repairs to be made, the referrals to stagers and/or fix-it and cleaning people, and any hands-on assistance you offer.
Most homeowners aren’t aware of all your work behind the scenes, so tell them about it.
List all the things you do to get ready for marketing. Maybe you ask the homeowner to fill out a questionnaire or just tell you the things they love most about the home and the reasons why they purchased it. Perhaps you hire a professional photographer. Do you have a virtual tour done? How about drone photography?
Now consider your marketing activities. List the things “everybody” does or should do plus things you do that are a bit out of the ordinary.
Every agent will mention the listing’s inclusion on dozens of real estate portals. Many will include social media, blogging, informing other agents, mailing to buyer lists, and even sending just listed cards. Go ahead and list all of those things – if you do them.
What else? Do you create a You Tube video or give the house its own website? Do you hire a writer to help with the property description? List everything.
After that, list the things you do in addition to marketing.
Start with showings. What do you do to make sure every possible buyer gets to see the house? What feedback do you provide after showings?
When you receive an offer – or offers – how do you proceed? List all the things you do from presenting the offer(s) through closing – and after.
You know there are plenty of steps to be taken – and not all agents bother. That’s why they sit in the office and whine that they get plenty of offers, but few closings.
If you send a monthly newsletter, offer printable advice documents, or blog with good information, be sure your materials include links and an invitation to opt in, visit your blog, etc.
Once you’ve made your lists, organize them and divide them into two lists.
List #1: A document entitled something like “I join with all other agents in…”
This list is for things all real estate agents “should” do. At the top, list the things you know some don’t bother with. Because the list will be long, some won’t read to the end. You want your potential clients to notice the items at the top that other agents haven’t mentioned, while you’re considering them to be just routine, so of course you do them.
Name list #2 something like “What else I do” or “My extra touches.”
That list won’t be as long, but it will be important. It will show that you are definitely not a me too real estate agent.
Do draw attention to the extra service you provide, but be careful…
Even as you go over the points in your presentation, keep an eye on their reactions. Don’t insist that they listen to you explain every point if you can see that they want you to speed it up.
I was once on the receiving end of a “professional” listing presentation, and the only word that comes to mind for it is “Ugh!” After more than an hour (with me repeatedly checking my watch and saying “Yes I understand”) I finally interrupted and said I needed to leave for another appointment, and I herded them out of the house. Whew! I never wanted to see that duo again!
Being considerate of someone’s time and respecting their intelligence will also help you stand out.
One last thing… Remember to proofread before you use any of your documents!
stand out image courtesy of digitalart@ freedigitalphotos.net
expertise and time images courtesy of stuart miles @ freedigitalphotos.net