The ultimate goal of a listing presentation is to get a home seller to list with you, of course. But, during the meeting with the home owner, how hard should you push him/her/them towards that goal?
In my last meeting with a home owner the other day, I left without a listing agreement. I probably could have pushed harder. However, the listing wasn’t my absolute goal for that particular meeting. My goal was something else.
This particular seller was a brand new prospect to me. She had signed up for one of my webinars from a facebook ad I was running. She attended the webinar and spent about 46 minutes listening to me talk about how she should go about selling her home with “best practices” in mind.
Since she had attended the webinar, I really didn’t need to go through a typical “listing presentation” at her home because she was already familiar with me and my approach. This, of course, is the whole point of the webinar – to build that initial level of trust that I know what I’m talking about.
During the course of some follow up with her after the webinar, I learned via email that she had tried to sell about 6 months ago and had gone through a horrific experience with a real estate agent. Unsurprisingly, she was very weary of agents. I was able to arrange a phone conversation to discuss this in more detail and that turned into an invitation to meet up in person.
This brings me back to the point of what my goal was for this meeting:
To establish trust, not necessarily get a listing.
Based on the fact that I knew that she wants to sell but had no intention to try to list for another 10 weeks (based on the season) and that she had a terrible experience with another agent and that, when I met up with her she was in the midst of baking cookies for Christmas, I didn’t want to push too hard. I just wanted to establish trust. I don’t think she was in the right mindset to commit to me – or anyone else for that matter. I think if I would have gone in with the clear intent to have her sign on the dotted line, it would have backfired.
But, what if she lists with someone else?
Well, although she said she had one other agent to talk with, she was not seemingly “shopping” the best price or giving other indications that she’s got a gazillion other agents to interview. If it’s me and one other person, I’m down for a shootout between myself and them.
With all this in mind, what I did at the end of the conversation with her (which was 75 minutes long) was set up another appointment to come back and to bring a very firm selling price with me.
I did this so that I could have more facetime with this seller. It allows me another chance to be in front of her to further show that I can be the right choice for them. In the meantime, I’m sure we’ll have another 2 or 3 emails and maybe another phone call. That all adds up to about 7-10 total points of contact before I go and visit a second time.
So, how hard have I pushed so far and how hard will I push in the future? Well, I don’t think I’m pushing very hard at all in this case. I truly feel that the tortoise will win this race. I just have to stay in contact and keep demonstrating a high level of expertise. I guess a die-hard salesperson could have gone in for the one-meeting listing appointment, but I really think that would have been a tough road on this one.
I really enjoyed meeting with this home owner and I think she’ll be a good client. When you help people that you want to work with, they often end up choosing you without any sales games.
And, usually, it’s because they didn’t feel pushed into it.
What about you? How hard do you “push” in a listing presentation? Leave a comment below and let us know.