The Confident Rookie Series: Let Your Seller Prospect Talk & Get Comfy with Your Commission
New agents are always nervous before their first listing appointment. Probably before their second, third, tenth & twelve, too. It does get easier, but here are some tips for getting through those nerve-wracking firsts.
Let the seller do most of the talking. Yes, seriously!
First, this seller has probably already endured two or three sales-pitches from other real estate agents who barely took a breath to let him talk. They very likely didn't express much of an interest in him and his situation - they just directed his focus to their fancy-schmantzy listing presentation.
Have you ever sat through one of those? They’re usually rather ego-centric and, well, boring.
Second, you need to know as much as you can about the seller's situation and motivation before you can properly advise him. Heck, you need to know this stuff before you can decide if you even want the listing! So, besides the fact that the seller will love you if you let him talk more than you talk, it also gives you the opportunity to better understand if, and how you can best help.
So, here's what to do when you get to the house. Have the seller show you around, ask questions, take notes, and really listen to the seller's answers. If this is the first time you've seen the inside of the seller's house, you can't really be expected to tell him what it's worth; you have to go back to the office and do your homework. But the more you listen and show interest, the more that seller will be impressed with you - seriously! LISTEN, and the seller will trust you. Leave your sales pitch in the car.
Get Comfy with Your Commission Many new agents are nervous about the prospect of discussing their commission with a potential seller. If this is the case for you, it will help tremendously if you’re 100% comfortable with the commission fee you're going to propose. If you have concerns that you're overcharging for your value, it will be crystal clear to the seller prospect. It can be a tough spot to be in for a new agent! On one hand, the rookie may not be confident in her listing expertise, and therefore her value, but on the other, she must HAVE confidence to negotiate effectively! Here’s the secret - you need to convince yourself that you're worth it before you can ever convince a seller.
On your first few listings, commit to yourself that you will go way above and beyond what is typically expected of a listing agent in your area. Commit to yourself that you will earn your fee, if not with your experience, with your enthusiasm and effort. Spend your own money marketing your listing if you have a great idea that you think might work. Spend as much time as you need to properly price the house. Do open houses all weekend long. Pay for a home-stager to consult with your seller. Include a home warranty. Be willing to bring in help if you'll need it - even if you have to pay for it.
In short, take this opportunity not only to blow the sox off your seller, but to actually experiment with various listing techniques to see what works. If, at the end of the day, you spend your whole paycheck on your experiments, that's really okay!
The lessons you learned and the impression you made on that seller will serve you well in your future ... and pay you back many times over. Keep in mind that sellers are often just as uncomfortable discussing your fee as you are, but the calmer you are, the better the conversation will go ... so you can move onto more important topics!
Published: September 30, 2009
Use of this article without permission is a violation of federal copyright laws.
 Jennifer Allan is a former top producing real estate broker, a published author, a speaker and a trainer. She has written five books a
bout the business of selling real estate, including her flagship book: Sell with Soul: Creating an Extraordinary Career in Real Estate without Losing Your Friends, Your Principles or Your Self-Respect. Her new book entitled "If You’re Not Having Fun Selling Real Estate, You're Not Doing it Right!" will be released in early 2010.
Jennifer believes that the secret of success for real estate agents is not in aggressive marketing techniques or hard-core sales pitches, but rather in being competent in one's craft. Competence begets Confidence. And in today's world of increasingly suspicious and ad-weary consumers, having an air of self-assurance and enthusiasm will be far more effective than a slick sales campaign.
Jennifer writes and speaks with this philosophy in mind. She preaches that salespeople should follow the Golden Rule in their day-to-day practice of business - treating clients and prospects respectfully, as the salesperson him or herself would like to be treated. Being competent, reliable and fair, and motivated by a true desire to earn a paycheck, not just show up at closing with hand outstretched.
She is a regular contributor to several real estate newsletters and magazines, a member of the RE/MAX Hall of Fame and one of the industry's most popular bloggers. You can learn more about Jennifer's "soulful" philosophies at www.SellWithSoul.com.
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