Feeling blue because you lost a listing to a competitor? If you’re wondering why this happened, it may be the perfect time for a tune-up. Start by asking yourself the following question, and be honest with the answer: How do I show up?
With a few rare exceptions, like a family friend in the business, sellers make their decisions based on their needs, not your history of success. Have you made a conscious effort to update and redesign your first impression to meet their needs?
First, you have to get their attention. Here are a few strategies to pump up your first impression and keep them coming back:
Respond quickly. If you’re in a market with fast inventory, every listing opportunity counts, so when given the chance, create a “wow” experience from your very first contact. If your sellers choose to contact you electronically, respond quickly. Be sure your website, interactive voice response system, email and text are designed for instant notifications. Immediate response is a powerful first impression, so make every effort to be lightning fast with your response time to all leads.
Set yourself apart. When a seller contacts you to possibly list their property, set yourself apart with the delivery of a pre-listing appointment package.* This information isn’t promotional marketing material about you and your great service; it’s all about the seller. The cover letter sets the expectation of the next steps they can expect when they work with you. This package can either be delivered as a hard copy or sent digitally.
Prepare for showtime. When was the last time you spiffed up your listing presentation? When you arrive for the actual appointment, make it a real showstopper. You want the seller to see you as different and creative, with such impressive services that you become their only choice. Arrive with customized feather flags, riders for call capture (if signs are appropriate), a single-property website URL, a lead capture system already in place for their price range, a screen capture of your lead incubation reports, as well as the CMA. Begin by digitally demonstrating your premium marketing plan to visually engage the seller to interact as you review your special initiatives. Profile information, like your use of professional photography, video, geofencing and lead generation systems, before discussing the CMA.
Consider a makeover. Confidence comes with deep preparation, so take the time to design this meeting and make it positive, energetic and engaging. Take a look at how you present yourself. Where’s your energy level? Are you genuinely interested and excited to meet this new client? Are you clean, neat and appropriately dressed? Are you on time and highly organized with your laptop or iPad? Look the part of the superstar to get superstar compensation.
Pump up your engagement factor. Have you invested in advancing your communication skills to learn the best ways to engage with a variety of generational groups to be more relevant to their preferences? Top performers know that the real work lies in the rigors of purposeful practice on a regular basis. Update your social media sites regularly to be sure you’re relevant and to keep your information up-to-date and accurate.
Want the big bucks? Do a better job than the others and get more listings for more profits.
*For a complimentary podcast on how to best use a pre-listing system, visit http://bit.ly/2xoLk7L.
Terri Murphy is a communication engagement specialist, author, speaker and coach. She is the author/co-author of five books, and founder of MurphyOnRealEstate.com. Contact her at TerriMurphy.com, MurphyOnRealEstate.com or Terri@TerriMurphy.com. For more information, please visit www.workmansuccesssystems.com.
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