When the opportunity to win new business arises, you want to make the best impression possible. Below are the five most frequent (and avoidable!) flubs agents make when pitching to a prospect, so you can avoid these mistakes and win that seller’s business.
1. Talking Too Much About Yourself … And Not Your Expertise
Sell yourself, but what are you really selling?
Prospective home sellers aren’t so much interested in you, your career, or your passion for real estate. Instead, they want assurance you’re capable of selling their home—and that you can do it faster and for more money than other agents they’re considering. That’s it.
So don’t spend all your time waxing poetic about yourself or your love of the industry. Show your prospects cold, hard evidence of your ability to get the job done for them:
Digital marketing reports: If you’ve advertised listings on Facebook, Google, or Instagram, show prospective homesellers your reach (leads generated, impressions, etc.). Let them understand how far and wide you can promote their property.
Previous success: Have you brought a home to contract in record time? Closed a deal well above asking price? Detail both your results and your process for selling homes effectively.
Digital adeptness: The pandemic has brought an increased focus on digital adeptness. Many potential sellers are still wary of opening up their homes to potential buyers and are curious about virtual tours, open houses, and walkthroughs. Can you demonstrate you know how to effectively market their property both online and off?
2. Not Understanding a Picture Is Worth a Thousand Words
You know good-quality property photographs can be the difference between an effective listing and one that flounders. The same holds true for your listing presentation. The only difference? You need to show prospects the before and after of your work.
If you’ve staged a home in a way that would make HGTV producers impressed, employed a professional photographer or used state-of-the-art equipment, and downloaded an app or two to polish your photos in post-production, detail the process to your prospects.
Clearly show how effective and intentional you are in sprucing up a space, and let their imagination run wild with what you can do for them.
Showing is much more effective than telling.
3. Not Shoring Up Your Online Reviews and Presence
Your perception of how well your listing presentation went doesn’t close the deal: Prospective sellers are still going to Google you. They need independent, unbiased assurance that you’re actually the agent for them, and not just some smooth-talking salesman or woman.
So why let your reviews undermine your potential to land new business? If a prospect finds negative reviews, it will deter them from hiring you. Eighty-four percent of consumers view Google reviews—which is equivalent to a personal recommendation.
On the flip side, what if they can’t find any reviews or information about your business? Well, a majority of sellers would prefer to avoid taking a risk on an unknown. Additionally, according to recent research:
80% of consumers say they’re leery of working with you if you have no easily findable contact details
50% would rather take their dollars elsewhere if you have poor-quality or out-of-date photos
And 51% would opt for a competitor if you lack consistent hours of availability