If you’ve ever lost a listing you thought you “had in the bag,” then you have most likely encountered the secret process that winning agents consistently use to earn listings. Now you can learn that same process.
Pat Hiban, best-selling author and former No. 1 RE/MAX and Keller Williams agent in the world, interviewed over 400 top real estate agents on his podcast, hand-selecting eight of the best listing agents to learn their secrets. He found there were six crucial steps that almost all of them used consistently.
Listings, the Secret to Success
Listings are the name of the game, Hiban says. Buyers are a free byproduct of listings, so every agent should be focused on getting listings. “You don’t have to do listings on nights and weekends,” he explains, “but you often have to deal with buyers at that time.” If you want a life and a good income, being a listing agent is the way to go.
Six Steps That Guarantee Listings
Hiban filmed both the top teams’ and the top solo listing agents’ listing pitches during his interviews, analyzing the recordings. What he discovered was surprising and powerful. It all begins with “the call,” followed by “the walk,” “the sell,” “the price,” “the commission” and “the close”—but you’ll have to listen to the entire webinar for details of those steps!
Step 1: The Call
Begin establishing rapport and connecting with the seller immediately. If someone else takes the call and gets the number, then you should call back immediately to begin establishing rapport. Don’t wait to sell. This may be the only conversation you get to have with the seller. It’s not a dental appointment. If your assistant “sets appointments” with sellers, they’re more likely to cancel and go with an agent they’ve talked to and immediately established a rapport with.
- The pitch should be made by the team’s rainmaker or the listing agent. Buyers want to deal with the best agent or the person whose face is on the sign. If you can’t be the one to make the pitch, make sure it’s your best agent who steps in on your behalf.
- Begin your sales pitch immediately, with the first call. Ask, “How did you hear about me?” If they don’t know about you, share your success story and build rapport with the seller immediately. Find out where they live and if you’ve sold anything in that area. If you have, then tell them so. For instance: “Oh, you live on Smeltz Street? I just sold a house on the block over a few months ago.” Show the seller you’re familiar with their community and their neighbors and can present a strong knowledge of that neighborhood to potential buyers. Build social proof ahead of time. Don’t be afraid to say, “I’m the best.” Pre-sell on the phone to ensure the person doesn’t cancel.
- Ask exact questions. You need to get answers that will help you develop your strategy. Ask exact questions and then bite your lip and let them answer. Don’t mess things up by continuing to talk. Ask the hard questions like, “Are you talking with other agents?” “What do you think your house is worth?” “How much do you think you want to sell it for?” or “On a scale of 1 to 10, what condition is your house in?”
- Position yourself strategically. Be the first interviewed if the buyer gives you a choice. If you interview first you can often get the seller to cancel their other appointments. If you go last, then during your pitch learn what the other agents offered and meet or beat it. Either way, have and use a strategy based on when the seller positions your interview.
- Pre-list materials. Send links to videos before your appointment. Send materials, like a market analysis and a price, via email before your scheduled appointment.
To learn more about Hiban’s six-step process, including details about each step, watch the full webinar. For more free real estate education including best practices, visit SecretsofTopSellingAgents.com. Be sure to sign up for the November 16 webinar, “Top 5 Ways to Drive Real Estate Leads with Local SEO.”
For more information, please visit connect.homes.com.
