Expireds Guide - Authorify

Chapter 10: All About Price Reductions

Here’s what I’m going to show you in this chapter: 1. How to know upfront if the home is even worth listing in the first place. By asking a few simple questions, I can determine if a seller will be willing to reduce the price to get the home sold. This helps avoid wasted time on sellers that aren’t now and will never be motivated to sell their homes for a fair price. 2. How to show the seller that it isn’t your fault the home isn’t selling for their original high price. 3. How I put everything into a solid system that will keep the pressure on the seller to reduce the price. 4. How often you should ask for a price reduction. 5. How to stop sellers from calling you to complain about how their homes haven’t sold. How to Get a Seller to Reduce Their Price: For a seller to reduce their price, they have to be told a number of times. Business to business salespeople often say it takes seven sales calls to get a customer, and 29 calls to get a customer to trust the salesperson. I don’t know if those numbers are correct. But, I do know that people get emotionally involved when they sell their homes. Normal, nice, rational, smart people can’t understand how their home isn’t worth what they think it should be. And if you can’t sell their home for what they think it’s worth, it’s your fault. That’s why we have to use as many methods as possible to bring them to reality so they’ll price their homes competitively. If we don’t, the home will expire and another agent will sell it for them. The sad thing is that agent will probably get them to reduce the price to sell. You have to show clients you have their best interests at heart before you try to convince them to lower their prices.