Remember that a real estate transaction might be part of many people's bigger goals or dreams. Buying a home might symbolize expanding their family, retiring, creating a home-based business, or attaining status. Selling a home might be part of a plan to fund their kids' college education, downsize, or simplify their lives. There could be as many reasons for buying and selling as there are buyers and sellers. The more you know about your prospective customers and the realities of their market, the more closely you can tailor your plan to fit their needs. When possible, craft your plan around what they want. You can steer them in the right direction if they need a little help, but don't be too pushy.
DON'T FORGET THE BUYER
You also can put together a plan for a buyer. Here's how I do it. I look for every single home on the market that fits the buyer's criteria and tell them about it as soon as it comes on the market. I create an email alert to get those listings to the buyer ASAP. Remember Chapter 5, where we discussed going above and beyond for our customers? I'd look at homes that expired three months ago and contact those sellers to see whether they're interested in selling their house. I'd get builders to see if they have any homes in the area that might fit what the buyer is looking for. I'm willing to do whatever it is to give that buyer an advantage over all the other buyers looking to purchase a house.
WHAT YOUR COMPETITORS IGNORE
You'd be surprised how many agents never do this. They say, "Hey, I do the standard stuff; I help you buy a house, I help you
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