No, I’m not talking about responding to home sellers who want a discount on the commission – so you’ll agree based on leaving out some important services. From what I’ve read, that may be an effective way to bring them back to paying a full fee in exchange for full service, but that’s a whole different topic.
What I’m talking about is letting them know that when they choose you to represent them in a real estate purchase or sale, you’ll “leave out” several things that they do not want.
If you’ve been in the real estate business very long, you’ve talked with buyers and sellers who complained about the service they got somewhere along the way. Friends and family members have probably told you horror stories as well.
You may even have decided to become an agent because you bought or sold a house and got poor service. You knew you could do a far better job, so you decided to go for it.
So the next time you meet with a potential buyer or seller, let them know you’re going to leave out those things about a real estate transaction that they do not want.
Home sellers do not want:
- The uncertainty of wondering if they listed at the right price. Eliminate their uncertainty by providing them with an easy to understand, up-to-date market analysis. If they’re still not sure, offer to take them to see a few homes that are their competition.
- The fear that their home isn’t being marketed well. Of course you should show them marketing you’ve done for other listings. Then begin your service by asking questions about living in the home.What did they love the most? What was the deciding factor when they made their purchase?Use some of what they tell you when you describe the house, then reassure them by asking them to approve of your narrative before you post it online or add it to print materials. Provide them with links to their online marketing and give them copies of any print marketing you do, so they can see for themselves.
- The fear that they will be ignored once they sign the listing contract. First, provide them with testimonials from previous clients who sing your “staying in touch” praises.Then completely eliminate the fear by proactively staying in touch and by promptly answering every call, email or text. Even if there’s nothing new to tell them, you can check in at least weekly. You can also use my Seller Service letters to let them know you’re thinking of them AND to reinforce some of the instructions you gave them.
Home buyers do not want:
- Stress – and many days of home hunting. Encourage them to write their want, need, would like to have, and do not want lists. Use those lists to narrow your search, then pay close attention to their words and body language as you tour homes.Remember that they could change their minds after seeing a few homes in person, so keep the lines of communication open.
- The fear of missing out on the perfect house. Eliminate this by making sure they’re alerted to new listings that fit their specifications and by being ready to arrange showings quickly.
- The disappointment of rejection. Insist that they become pre-approved before they begin viewing homes. This will also relieve the stress and disappointment that comes with falling in love with a house they simply can’t afford.You can also try to eliminate rejection by counseling them on the state of the market. In some markets, a low offer might be accepted. In others, it won’t even be countered. Educate them. Then counsel them on the true value of the home they want – and advise them on how to make an acceptable offer.
Neither buyers nor sellers want:
- Fear and apprehension over the process. By being there to explain things and hold their hands through the appraisal, inspections, and escrow period, you can delete that fearful feeling of not knowing what comes next.
- Frustration. While you can’t eliminate the frustration of waiting for an appraisal or an inspection report to come in, you can eliminate the frustration that so many home buyers and sellers have with their agents. All you have to do is return calls, emails, and text messages in a timely manner. Then take the time to answer their questions completely and reassure them about whatever concern they had when they tried to reach you.
Sometimes, what you leave out can be just as valuable as what you leave in.
QUOTES OF THE WEEK
“Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.” ~ Chip Bell
“If you make a sale, you can make a living. If you make an investment of time and good service in a customer, you can make a fortune.” ~ Jim Rohn, Author and Motivational Speaker
“Our greatest asset is the customer! Treat each customer as if they are the only one!” ~ Laurice Leitao, Customer Service Professional SeraCare Life Sciences
The goal: Treat each of your clients so well that they will go out and tell all of their friends about what you left out of your service to them.
Eraser Image courtesy of digitalart at FreeDigitalPhotos.net