Real Estate Training - Secret to Get More People Doing Business With You- By: Michael Pollak
A man walks up to a Realtor and says, “I am looking for a good agent to help me sell my home.” To which the Realtor responds, “I am the #1 agent in the nation. I've sold over 1,000 homes. I've been the top agent in my region for 5 years in a row.” The man then walks off to find an agent who can help him.
What's wrong with this story? As a real estate agent, would you respond to the man like that? You are probably shaking your head a definitive no. Do you think that guy in the story really cares that this agent is the #1? Not really. He wants to know what the benefits will be to him by using this agent. I know plenty of agents who sell very little real estate and do just as good a job, if not better than some #1 agents.
I have seen too many times where an agent's website, social media profiles, business cards, marketing material, etc is consumed with the agent's accolades. As agents we are service professionals. It doesn't hurt to remember that service is not boasting about our accomplishments. In every case, humbly sharing with a prospective client about HOW you will BENEFIT THEM will always win out over the agent who talks much about his own accomplishments.
You may or may not already know that. I have met many agents who talk and act just like the story above. Granted most of them are successful and why is that? Assertive people get others to take action simply because they are assertive.
Here's the clincher. Your prospective clients only care about what's in it for them. If you come out swinging with all the wonderful benefits for the client, you will win many more listings. You'll also win over those agents who boast of their #1 accomplishments. I'm talking about real benefits for the client such as: sell for higher than the average, sell for faster than the average, answer all their questions with the right information, you'll answer the phone when they call you, you'll update the client regularly, etc.
To really shine in real estate sales you need to show your prospective client how much you really are worth to them in terms of client benefits. Doing this will solidify in their minds that you are the best option for them.
That being said, it is worth your time to thoroughly review your marketing material, whether online or offline, by making sure that everyone who sees that material will know you are client benefit oriented. This is done by always talking about yourself in terms of client benefits and not your professional accomplishments. Don't underestimate the power of this simple strategy.
Whether you are the #1 agent in your area or not, following this guideline will grow your business and guarantee repeat business and great referrals.
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Mike Pollak is a real estate agent trainer who has taught many agents successful business principles. He regularly contributes articles designed for real estate agent's success.