3 reasons you didn’t get the listing
Having trouble getting listings? There are a few things most real estate professionals fail to do when it comes time to aim for the listing - here are the most common reasons why a listing falls through.
One of the worst feelings in the world is rejection. One would think that those of us in sales would be used to rejection, but how does anyone get used to that?
And, when your livelihood is on the line, rejection tends to tick one off.
Going after listings is tough. You know you have competition but you’re not quite sure what their presentation is like.
Even the most polished pro has nagging doubts. But, when word is delivered that the homeowners chose another agent over you, for most agents, it’s devastating.
Why didn’t you get the listing? There are any number of reasons, and following you’ll find a list of those that are the most common.
When I was agent, back in the Jurassic era, there was no such thing as a pre-listing packet. Which is why I think they are brilliant. If only I’d had one …
But you can, and you should have one, and if you don’t, you’re nuts.
The pre-listing packet sets the stage for your listing presentation. Consider it your curb appeal – it needs to be as enticing as possible.
What to include in the packet is up to you, but consider adding the following:
One well-known trainer suggests giving your packet a consumer-centric title, such as “Preparing for a Successful Home Sale.” But ensure that each packet is customized to the seller.
For some of us, making personal connections is easy. For others, it’s hit or miss. Sometimes you connect, sometimes you don’t.
And, although we despise trite sayings, here comes one: people do business with those that they know, like and trust.
If this potential listing client didn’t arrive in your CRM as a member of your SOI, they don’t know you. But that doesn’t mean you can’t sway them into liking you and, soon, trusting you.
There are millions of books written about how to get people to like you. The bottom line is that they can sense if you’re being genuine. They can tell if you’re “faking it to make it.” So, be the best version of yourself that you can be.
Before you knock on the door, shake your hands, get the kinks out of your neck, breathe deeply, relax and smile. Concentrate on not forcing anything – not the smile, the handshake or the conversation.
“You can’t force rapport,” claims Mike Schultz, president of the RAIN Group, a sales training company.
“Show interest, but don’t act subservient, overly friendly, or too pushy. If you come on too strong, you’ll only be seen as inauthentic and turn the other person off,” he concludes.
Smile, make eye contact, BE INTERESTED in them. Most important of all is to truly listen to them and be able to paraphrase what they’ve told you is important to them.
Other “helps” include sterling testimonials from former clients. If you have them, flaunt them. If you don’t have them – why not?
Agents who’ve been in the business for a minute know that sometimes you’ll walk away from the listing presentation with a signed listing agreement. Other times, you’ll need to follow up.
Did you forget that part? The part where the experts remind you that “the fortune is in the follow-up?”
Some listing presentations aren’t one-and-done. You’ll need to actually compete for the business. This doesn’t mean you go full-on into the “I’m so bitchin” mode.
It means consistently following up to see where they are in the process of hiring a listing agent.
It means reminding them that you offer seller services that others don’t. Whatever your USP is, it bears repeating (as long as it’s compelling. Promising to stick a sign in the yard and a listing in the MLS is not compelling).
When agents work as hard as they do just to get a chance to sit in front of a home seller to pitch their marketing plan, it’s crazy to go in unprepared and even crazier to slack off on the follow up.
Wow them with your pre-listing packet, infatuate them with your professionalism and follow up — until they list or die.
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