You can talk about recent levels of enquiry, trends in prices or rentals, the best methods of marketing, and feedback from recent inspections. You can display your information graphically, as statistics in the form of the chart, and also pictorially. Recognise the different ways to engage your client in the listing presentation with valuable local property market information.
In this audio by John Highman, you can learn some of the very specific ways to improve your sales pitch and presentation with a new client when it comes to listing their property in today’s market. You can listen to the audio below, where you can download it as required.
Commercial property activity and hence brokerage should be simplified. Don’t overly complicate things. Establish a system that can work for you with a bias towards simplicity and action. That will then allow you to establish a plan of momentum and track the results that you are achieving.
Condition your clients to the prevailing market conditions – throughout the year certain things will change in your property location and within the property categories. Keep a series of charts and statistics that relate to the prevailing market conditions. You can use those charts as a conditioning process in listing and negotiation activity.
List your properties exclusively – avoid the open listing process. Open listings are of little or no benefit to you. Exclusive listings really do matter in our industry and will provide you with controlled listing stock. When you control the listing, you control the negotiation, the inspections and the marketing. The inquiry with an exclusive listing comes to you as the client’s representative. You can do more with that inquiry and shape the momentum of the deal.
Consolidate and grow your database at every opportunity – from the very start of your career, establish a database and grow it each and every day. It is a personal process and will require your total effort consistently and persistently. You cannot delegate the process. As you talk to new people, you can track the relationships that you establish, and the opportunities that you identify. The conversations that you create with new people will allow you to understand the pressures and the challenges of property ownership, investment, and occupancy.
Look for the pressures of the property market and the people that are needing some pressure relief. Segment your database into locations, client types, and timing requirements.
Every time you create a new listing, revisit your database and see if you can create a match or a short list of people to discuss the listing with.
Many transactions today are the result of off market listing activity and database contact. The conversations that you create as you build your database will be very important to your professional career. Practice the process and improve your client list.
It is one thing to say that you are the best local property agent; it is another to prove it. There are far too many ‘ordinary’ agents out there, and clients can easily get confused as they try and solve their property challenge.
The clients in the property market today want the best agent or broker for the job, and that person has to commit to the listing and marketing processes. It’s not ‘rocket science’, if you know what I mean?
Ordinary agents take far too many ‘open listings’; top agents on the other hand convert ‘exclusive listings’ most of the time and then get a sale or a lease result.
Top Agents are Different
Top agents are special to the clients that they serve, and they get to that point of local area achievement through just two things; relevance and coverage. When they prove that to the client, they generally win the listing.
Listing conversion today is not about providing commission discounts, and free marketing. At the top of the property issue the client wants a result in a timely way, and most quality clients understand that discounts do not create the best results.
Provide the Bare Facts
Our industry is not an ‘experiment in marketing’; it is a skillful and deep specialized process. Are you up to the challenge? Can you sell yourself to the client as the ‘best agent for the job’?
Let’s be specific here. Show the client that you are the right person to help them today by answering these questions in the listing or presentation pitch:
How to find the right buyers for the listing?
How to find the right tenants for the property?
How to market a listing comprehensively?
How to get the best price?
How to get the best rent?
What are the other listings on the market?
Who is looking for a property now or soon?
What is the best time to sell or lease?
When should the listing be activated on the market?
Who is on the ‘short list’ to be shown the property immediately?
These are very special questions. They take deliberate study and dialogue with the client as part of the listing presentation. You cannot ‘fudge’ a listing conversion with this information.
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