People hate being sold to, but LOVE to buy! People don’t really care about your business, they care about what you can do for them, if you can solve their problem. The will buy your service for THEIR reasons, not yours. The trick is to find out what their reasons are then match your service offering.
These are my top 5 reasons to explore when on a market appraisal.
- What’s their motive for selling?
Asking this will get to the crux of why they’re looking to move.
- What’s their experience been of estate agents historically?
This question prepares you for the type of service they’ll likely want.
- What is their need for selling now?
Establish their motivation – different strategies are appropriate for different timescales.
- What is their fear if they don’t sell?
Worst case scenario, get them to picture it, it’ll create a need for your service.
- What is their desired outcome?
Getting clarity around what their expectations are, making sure that you are clear and confident about what you can achieve – DO NOT OVER PROMISE!
Simply put – ask about them, when they give you an answer link it back to previous successful sale, effectively reinforcing how you can help solve their problem by demonstrating your service.
“What’s your number one fear about not selling?”
“If we don’t exchange in 6 weeks, we’ll lose the deposit on our new build plot.”
“You’re not the first client of mine to be in this position, just recently I helped a couple that were being put under immense pressure to exchange on their plot by the builder.
We worked closely together to ensure that their property was put on the market at the right price, we developed a marketing strategy which maximised the number of people viewing and created a real sense of urgency for the buyers to offer.
The result was we sold the property at the listed price, ensuring their buyers were in the loop around timescales, communicating with the house builder throughout. With our communication and transparency, not only did the sale go through but the client also commented on how stress free the transaction had been.” I truly believe that if you always act in service first then the listings will follow.