Calm communication and conflict resolution skills are essential at a listing presentation, especially when it comes to talking about price and handling objections.


Too many agents make the mistake of rushing to present


all their research and show all their marketing that they forget how important it is to communicate. They forget to ask questions, make eye contact, and slow down when providing information. And this is absolutely critical in building rapport and helping the seller understand how you work. There is nothing worse than being on the other side of the


table and being talked at by a salesperson determined to get through his or her presentation. I am sure you can think of a situation in your life where a salesperson talked over you, did not pick up on your body language, or directed all of his/her statements and questions to your spouse/partner. My advice? Do a better job of tuning in! Tune in to the clues that the seller is leaving you. If you


walk into the presentation and they immediately ask about where you are recommending the house be priced, don’t avoid the question and spend 45 minutes talking about your marketing. While some real estate coaches encourage avoid - ing the seller’s objections and sticking to the script, I find this approach distasteful on behalf of the seller. I encourage everyone I coach to employ my special “whack-a-mole” tech - nique when it comes to seller questions and objections.


Imagine a conversation, script-style: AGENT:…your home listing will be syndicated on 30 websites


including Yahoo Real Estate, HGTV’s Frontdoor, Zillow, Trulia, and REALTOR.com. And of course, it will also be picked up on every company’s website that displays the in - formation from the MLS. Itwill also be featured prominently


on my website. SELLER: Are you going to do open houses every weekend? AGENT: I will cover that in just a second when I discuss your


personal property marketing plan. The seller wants an answer to his question. He doesn’t


want to be put off. Here is how that conversation would


look “whack-a-mole” style: AGENT:…your home listing will be syndicated on 30 websites


including Yahoo Real Estate, HGTV’s Frontdoor, Zillow, Trulia, and REALTOR.com. And of course, it will also be picked up on every company’s website that displays the in - formation from the MLS. It will also be featured prominently on my website.


www.garealtor.com


SELLER: Are you going to do open houses every weekend? AGENT: I do find open houses to be an effective way to market


properties when they are in a great location and are priced at the market. We haven’t had a chance to discuss price yet, but I will tell you that your home is in a great location and feel that it would receive a lot of traffic. Have you had success in selling your home in the past as a result of open houses?


By my “whacking the mole” instead of avoiding the


question, this has given the agent an opportunity to dig a bit deeper about the seller’s past open house experience and leave a hint that price may be a factor in having open houses. Now, the seller could have answered the agent’s


question with: SELLER: Bah! The last agent that tried to sell my house insisted


on open houses every weekend! We were constantly cleaning the house and had to leave every Sunday. I missed the entire football season! People tromping through my house, moving my stuff and leaving dirt on the rug. And in the end you know who wound up buying my house? Some family from out of town that never even came to the open house! What a waste of time!


The seller has just raised another objection — this time


around the effectiveness of open houses. And this isn’t a mild objection. The seller not only feels very strongly open houses,


he has left a few clues that the agent needs to pick up on: >> He finds keeping the house clean a bother. This might be a problem in keeping it clean for regular showings. Make a note to address that before the listing is signed (you should have a document for seller expectations so there are no surprises).


>> He doesn’t like having his stuff moved around. >> The last agent didn’t do a good job of returning the house to the condition he or she found it in.


>> The house was likely overpriced if it sat on the market for weeks and weeks.


>> He values his time. Especially time on Sundays during football season.


An agent following a script would find themselves


completely derailed by his comments. However, a com - munication-savvy agent sees an opportunity and armed with new clues, proceeds:


GEORGIA REALTOR® I 9


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40