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11 June 2013

Dynamics of a Stand-Out Seller Counseling Session

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Today it is imperative to set the stage with a listing prospect in order to manage and meet their expectations.

Because of the sheer volume of information available online, today’s real estate consumer is quite savvy.

As a result, consumers have their own definition of what they think a real estate professional’s job entails in the marketplace.

Seller Counseling Session Dynamics

As the industry matures and the internet closes the gap on listing exposure, a new and unique relationship is being formed between agent and seller.

A seller counseling session helps address a seller’s unspoken questions, especially when there are financial issues involved. You can neutralize objections with this session and honestly determine if you want to take the listing.

Use the session to showcase your skills and marketing plan and convey confidence to your client that you have the knowledge and abilities needed to effectively guide their transaction.

Making the Presentation

Consumers are generally interviewing two or three other agents so standing out is a must.  One way you can stand out is by engaging your prospect. A Educationist Edgar Dale developed the “Cone of Learning” which states that after two weeks we remember only 10{0a8e414e4f0423ce9f97e7209435b0fa449e6cffaf599cce0c556757c159a30c} of what we read, but we remember 90{0a8e414e4f0423ce9f97e7209435b0fa449e6cffaf599cce0c556757c159a30c} of what we do.

cone of learning

What this means is that actively involving the seller in your listing presentation will assist in awareness and retention. Consider, speaking and using visuals, but also involve the seller in order to get the listing.

How do you involve the seller?

  • Bring a seller net sheet outlining all of their costs before they come to the closing table. Sellers are surprised with what their bottom line and cash due at closing will be.
  • Do a walk through from a staging perspective; let them know what small changes they can do to help them get the most from their home.
  • Ask them directly if they see value in the presentation.
  • Involve them in your marketing; ask for their opinion on photos. Also ask them if they have photos they can share that were taken during different seasons.
  • Ask the question, “What made living here special?” The stories they tell will inspire your photo-taking and write-ups on the home for advertising.

How are you making an initial presentation to potential clients? I would love to hear your tips for getting sellers active during your listing presentation in the comments below!

NEXT: if you need a reason to purchase an iPad, doing your presentation on one will convince you. Stay tuned.

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