Every agent on your team should know your unique and exclusive value proposition and, more importantly, be able to communicate it effectively to win listing appointments every time. We know there are many components to a marketing presentation (or listing presentation), and how your team members deliver your unique message during these presentations means either winning or losing the opportunity. There is so much more to marketing a seller’s home than putting it on the MLS and putting a sign up and then waiting for another agent to sell it. The seller is hiring us to be the point person for this incredible event and often wants to justify the price with “what are you going to do to sell my home?.”
If your team members are losing listing opportunities, share these proven strategies that work to help create more value and help sellers realize what you do is, in fact, significantly different than your competitors:
1. Radically differentiate yourself and your brand. Price is what people pay and value is what they get. If you don’t radically differentiate yourself and your value, then you look like every other agent. Your team members must have a value proposition that separates your brand from everyone else. Know your specific and exclusive, niche marketing value—what you provide that no other agent team does. Perhaps it’s that you target the buyer through your database of 15,000 to 20,000 people. Or that you provide video and digital marketing that puts their home video in front of 10,000 people on Facebook. Know your unique value and communicate it with confidence and conviction.
2. Have a strategy for marketing, pricing and negotiation. In addition to a marketing plan, include a pricing and negotiation strategy. Explain the value that you and your team bring to the table to net them a higher selling price based on your market knowledge and ability to negotiate the best price and terms when an offer is presented. It is in the seller’s best financial interest to work with you—explain why.
3. Share your “Big Five” stats. That’s right, share your “Big Five” stats with the seller.
1. Your average sales price
2. Your average days on market compared to other neighboring agents
3. Your percent of list price to sale price ratio
4. Your market share for the area
5. The size of your audience on social media as well as your database where you market their home.
All these statistics are proof-positive that your agents are the industry experts and that you have a proven track record for marketing and selling homes.
4. Ask leading questions. Asking better and leading questions helps you control the conversation and helps lead the conversation down the road of what is truly in their best financial interest…listing with you. When you ask questions, even very obvious ones, you are controlling the conversation and creating more success.
Knowing your value and having the confidence to communicate those unique services that set your team apart is going to result in more listings. Everyone on your team should know the seven to 10 best and most valuable tools and services that you provide, and you should know how to deliver them in a way that makes a seller want to hire you, every time regardless of the service fee.
To set up a demonstration of my exclusive platform, Sherri Johnson Academy—which is fully customizable and co-branded to your team to help you recruit, coach and train team members for accelerated results—click here.
Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. With 25 years of experience in real estate as an agent, broker and executive, Johnson now offers her proven methods through coaching, consulting and keynote speaking services nationwide. She is a national speaker for the Homes.com Secrets of Top Selling Agents tour and is the Official Real Estate Coach for McKissock Learning and Real Estate Express. Johnson has also been named a RISMedia Real Estate Newsmaker in 2020 and 2021 as an Industry Influencer and Thought Leader. Schedule a free 30-minute coaching strategy session,or visit www.sherrijohnson.com for more information.
