Listing Presentation Guide - AFY

Response three: ​ Remind them the importance of marketing. Even something as simple as professional photos for the listing makes the difference between a home getting sold and expiring. You want to convince them that your commission is worth it and will pay for itself almost tenfold. Say, "I'll have less money for our marketing budget if I accept a lower commission." Also tell them that homeowners are not saving money by getting a lower commission -- they are cheating themselves out of proper marketing and getting the home seen by more people. Here are a few stats from NAR®’s Center for Realtor Development to reiterate: ● Homes with high quality photography sell 32 percent faster. ● Homes with more photos sell faster, too. A home with one photo spends an average 70 days on the market, but a home with 20 photos spends 32 days on the market. ● For homes in the $200,000 to $1 million range, those that include high-quality photography in their listings sell for $3,000-$11,000 more. Response Four: ​ Remind them that they will literally get what they pay for. If an agent is willing to take a cut in commission, he or she probably wasn't going to do the best job possible. Do those owners really want to be messing around with such a big task and hiring a cut-rate agent? It's too important for that. Having an agent like you who goes the extra mile for their listing is more than worth it. Timing Objections A timing objection refers to anything a prospect says to try to delay the sale. Be ready for these types of objections -- any stretch of time can mean losing the listing. Again, your goal is to get the signature right after the presentation is completed. Example One: ​ “We/I need some time to think about it.” When this happens, you need to know what, specifically, they are going to think about. Once they tell you what’s giving them pause, whether it’s the listing price you proposed being too low, your commission being too high, or even the desire to “shop around” for another agent, you can deal then deal with the real objection more constructively. Keep asking questions, politely, until you arrive at their real objection. ● If it’s a price objection, reiterate the information from the pricing objection section. ● If it’s a commission objection, refer to the section above. ● If it’s the desire to speak to another agent, this often circles back to either price or commission, so you end up where you started. It is very unlikely that, at this point, the want

30

Powered by