In today’s scorching hot seller’s market, one of the most difficult things real estate agents are facing is communicating their value to sellers. The question agents need to be able to answer quickly and intelligently is: Why do I need to work with an agent if I can get tons of offers from buyers on my own?
It’s true that in many markets across the U.S., buyers are submitting offers well above asking price, entering into bidding wars and sending personal letters to sellers in an attempt to connect with them on an emotional level. Here’s how to tweak your messaging to communicate your value as an agent:
Ability to Wade Through Offers
Choosing the right offer isn’t as simple as choosing the highest one received. Let potential clients know that you have the expertise to wade through the many offers they may receive. In many housing markets, you’ll need to concede that marketing spend is lower because houses aren’t on the market as long. However, be aware that many agents are actually raising their commission because of the challenges associated with helping sellers choose the right offer.
Your Job Involves Much More Than Choosing an Offer
Many clients get caught up in thinking that all agents do is sell their home, which in the current real estate market is incredibly easy to do. However, communicate to sellers that the main thing agents do is market their property, bringing multiple buyers to them, if possible, and then helping them wade through those offers to choose the best one, as noted above. Be sure, though, to make clear that your job does not end after an offer is chosen; emphasize your expertise in dealing with lawyers and assisting in all the paperwork, negotiations and tasks before the closing.
Agents, how else are you changing your messaging to communicate your value as an agent?
Jameson Doris is RISMedia’s social media/blog editor. Email him your real estate news ideas at jdoris@rismedia.com.
