If you can't clearly illustrate your point of difference BEFORE your listing presentation, your chance of getting the fee you deserve is almost zero.
And here's the thing... if you can't get your seller a better result than ANY of your competition, why would they hire you?
There are 3 things you need to do to ensure your seller understands you are better than the rest.
- Send 6-8 testimonials from your sellers as part of your pre-listing kit that says how you achieved a result HIGHER than your sellers expected and that you were able to handle multiple buyers (a bidding war)
- Send a video or preferably a compilation video of happy sellers saying the same thing
- Sharing one or two case studies at your listing presentation
And if we're working together, there's actually a 4th thing that is a powerful reminder of your point of difference: It's when you deliver a copy of How To Sell Your Home For More with your pre-listing kit. How To Sell is my best selling book. It's $39.95 from Amazon.com but I supply it at cost to agents I work with.
Here's my elevator pitch. I have used it for many years and I believe it's one of the best real estate pitches going around.
"Mr and Mrs Seller, the thing I love about the real estate is that it has no recommended retail price. I use a system that helps my sellers achieve the highest possible price, can I show you how it works"
I think you'll get a lot out of this short session. I not only believe it makes a ton of sense, I and agents I coach have been using it for years with powerful results so it's a proven formula.
It's the first week of Spring here in Ontario and the snow and ice are starting to melt. My drive takes me across some beautiful country. Unlike Australia, water is everywhere. Lake Ontario (the large body of water at the bottom of the map below) is the last of the 5 great lakes which are said to hold 20% of the world's fresh water.