I subscribe to a newsletter called "The Selling Advantage" and I recently ran across some information that I think is incredibly relevant to real estate agents. I've taken the content and related it directly toREALTORS who are actively listing and selling homes. Most of these techniques aren't necessarily new, but I believe they are extremely relevant and can be applied whether you've been in real estate for 25 years or 25 minutes. I also believe that Steve Jobs has an uncanny ability to present and sell his products. Let's take a look at how he does it and how his techniques can be applied to the real estate business.
Steve Jobs’ Techniques Can Be Learned
Five starting tips he recommends for planning a presentation:
1. Ask yourself, “What am I really selling?”
2. Develop a personal “passion” statement.
3. Create your headline – a one-sentence vision statement for your product or service.
4. Create a list of all the key points you want your prospect to know about your product or service.
5. Try to identify the most common questions likely to be raised.
TIP 1 - Ask yourself, “What am I really selling?” It’s not the widget but what the widget can do to improve the lives of your customers. In a recent homeseller survey the top two things home sellers expect and want from a real estate agent are:
- A marketing plan that will expose their home all over town in print and online.
- They want an agent who is an excellent negotiator and that will negotiate the best deal on their behalf.
What are you really selling? You are selling the fact that you are a top real estate agent and you can help market their home and make it stand out from the crowd to attract more buyers. After you attract the buyers you are selling the fact that nobody is better at negotiating the deal than you.
TIP 2 - Develop a personal “passion” statement. In one sentence, tell your prospects why you’re excited about working with them. Your passion statement will be remembered long after your presentation is forgotten.
Sample Passion Statement:
I love what I do because I can help homesellers achieve their goals by helping them sell their home for the maximum possible price given the current market conditions.
This is different than selling their home the quickest. What's your personal "passion" statement?
TIP 3 - Create your headline – a one-sentence vision statement for your product or service. The headline is a statement that offers your prospect a vision of what your product or service will accomplish. Your headline is not about you – it’s about your prospect.Repeat your headline frequently during your presentation.
I will do two things for you. I will help your home stand out from other homes to attract more buyers and
negotiate the best possible sales price for you.
TIP 4 - Create a list of all the key points you want your prospect to know about your product or service. Try to come up with personal stories, facts, examples and endorsements to add credibility to your presentation. Show them examples of homes you've recently sold. Show them how you plan to market their home in print and online. Use multiple testimonials.
TIP 5 - Try to identify the most common questions likely to be raised, And create the best answers for them. Why should I list my home with you? Why should I list my home for the sales price you are suggesting?
I hope this provides you with some great ideas to think about and how you could apply these principles to your business. Are you currently implementing some of these techniques? How are they working for you? Feel free to contact me directly and I would be happy to share some other ideas and things we've learned from our years at The Real Estate Book. Our headline? We can help you stand out from the crowd and get better results.