Gaining a new client, whether they’re a buyer or seller is all about timing. When people say they don’t trust real estate agents, which is two thirds of the general public, it’s generally because agents can be too pushy.I wrestled in high school and there was an illegal move called a full Nelson, which made people very uncomfortable when they had to get up. That’s how the general public feels when you come off as too salesy. Although we’re trying to get them to make a decision, make sure they are ready to make that decision.
They may have a latent need, but not an active need. Everybody in your market that owns a home thinks at some point, we’ll either sell it or it’ll pass down to their kids. This demonstrates that they have a latent need. If they get a promotion or a financial windfall, it could be a good thing or bad thing for you. What’s important to remember is that it’s going to cause them to make a decision differently about selling that home now versus later.
When this happens you want to be there. You want to be top of mind and you want to be an option. Once they have chosen you to represent them, you want to have a conversion with them. The way I conduct the conversion in my business is ease and time. I don’t have any kind of a pressure. Now a days I rarely have to use a listing presentation that I’ve prepared because people contact me and say, “Hey, we’re ready to list our home with you.” I don’t have to convince them that I’m the guy. They’ve already decided that I’m the guy.
This is a great scenario because they are contacting you. I have a group of people that are buyers and sellers who contact me and say, “we’re going to be in town and we’d like to see property, or at the end of this summer we’re thinking about selling our home.” I actually have a lot of that happening right now. I’ve got a pent up number of buyers that want to get here in early June when our market opens up.
This is also a big part of the conversion process. During that conversation it’s super important to discuss a buyer agency agreement. Sometimes this can make or break your ability to get a listing. There have been times when other agents didn’t get a buyer agency agreement signed or they didn’t get a listing agreement signed because just they assumed that this person would use them. Always remember to ask and start that conversation. It’s critical for you to ask them to sign the buyer agency agreement.
You need to ask the hard question. You can say, “based on our interactions so far, our relationship, your understanding of my abilities, do you feel comfortable using me as your real estate agent?” You can include all of the things in the testimonials and the people that I’ve done business with you as an example. Show them the homes that you have represented and the listings that successfully closed in your neighborhood. I’m not telling you that because I want you to memorize those words. In fact, the opposite, I would tell you to think of the words that you can use that are comfortable to you and something that will come out of your mouth as normal.
Before they sign the listing agreement, they may say, “I want a property evaluation report or I need to understand the market.” This is the perfect opportunity to present them with your market reports so they can understand the market.
Once they have signed it and you’ve sold the home, it doesn’t mean that we are going to abandon them. We are going to keep nurturing them because they could have other people in the community that asks them six months from now, “hey, who’d you use to sell your home?” This allows you to build a network of people who will earn you business through word of mouth.
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