RISMedia's Real Estate Magazine

FEB 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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RISMedia's REAL ESTATE February 2018 23 Next time you have a scheduled list- ing appointment, consider embrac- ing some of these tried-and-true tips. Give a preview of what to expect on the appointment. Giving your seller a plan for the meeting will establish you as the ex- pert, allowing you to control the ap- pointment when you arrive. It will as- sure and calm the seller once they know the expert has a plan. Gain insight into what your clients want. Discovering what style appeals to your seller will increase your chanc- es of obtaining the listing. Remem- ber, it's not about you; it's about the seller. Ask them about their experi- ence working with an agent in the past. What did they like and dislike, and what's their expectation in us- ing an agent now? Take detailed notes and ask lots of questions. A homeowner knows you're fully en- gaged and excited about their home when you show interest in their property. By asking questions and writing down the answers, you com- municate you're all-in and the right agent for the job without having to say so. Delay the commission conversation until the kitchen table. It's best to delay the commission conversation until later in the ap- pointment when you sit down at the kitchen table. For the best result, "lead" the listing appointment by letting the seller know the appoint- ment flow when you greet them. Ex- plain to them that you will tour the home and take notes before sitting down to talk about the process and all the costs associated with selling the home. Gain insight into the listing price. Pricing a home can be tricky. Here's my strategy: I show the seller com- parable homes that are actively for sale and pending. While viewing the closed comparables, I ask the homeowner which one they think is most like theirs to gain insight into their perception of the home. Give a price range instead of a price. When an agent gives the home- owner a suggested price, they im- mediately become vulnerable to a dissenting opinion. It's often best to give a price range for a home, as this allows the seller to visual- ize their home selling at the higher price, and presents the potential re- ality of a lower-priced sale. Give thanks for the opportunity—not the listing! Upon a listing agreement signing, many agents will thank the seller for giving them the listing. On the surface, this seems like a gracious gesture, but when analyzed further, it's a statement of weakness. Did the seller do the agent a favor by listing their home with them, or did the seller provide the agent with an opportunity? I argue it's the latter. Saying, "Mr. and Mrs. Seller, thank you for the opportunity to list your home…I'm excited to help you with your move!" is a stronger position from which to begin a professional relationship. RE Joe Niego is a Buffini & Company presenter and trainer. For more information, visit www.buffini- andcompany.com. T hroughout my real estate career, I have worked diligently to master my professional skills; however, I made the extra effort to intentionally develop my listing skill. This skill has allowed me to set myself apart from other agents, both professionally and financially. I've sat at my share of kitchen tables and, with each listing, learned a little more about mastering the art. How to Be a Polished Listing Agent by Joe Niego

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