Apples to Apples
During Rick’s “apples-to-apples” tour, Rick and the buyer are focusing their attention on the same question: finding the best neighborhood for the buyer's needs:
When I take a buyer out on a tour, the first thing we do is help them narrow down neighborhoods….So we will go to five different neighborhoods [and compare] apples to apples, looking at the same price point in five different neighborhoods. $500,000 in this neighborhood,
$500,000 in that neighborhood, and so on. But as we're driving home to home in that concierge service, I'm also driving them through the area: here's where you're going to be shopping, here's where you're going to be going to school, here's where you're going to be doing this and that….And as I go through five neighborhoods I say, “let's play a little game of keeping one on top, because you're going to forget everything else that you've seen today.”
By comparing homes at the same price point, Rick eliminates the price variable, which allows him to drill down on what the buyer really wants in terms of neighborhood amenities.
Encouraging the buyer to keep in mind which neighborhood ranks on top as they go through the process allows the discussion to surface more of the buyer’s priorities, which is invaluable information for the agent who’s actively listening.
SMART AGENTS | 12
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