Change is coming to communities across Washington State. Do you need guidance about what middle housing means for your buyers and sellers? Middle Housing - duplexes, triplexes, cottages, ADUs, and increased density - is already impacting what can be built on a property. Knowing where, what, and when these changes are coming to your community will be critically important. The Middle Housing Resource Center, will be chock-full of videos, resources, and more, all designed to help you become an essential expert to your clients.
Club Zebra Members receive a 30% discount during checkout.
This is the third article in my series on powerful listing presentations, where we will be covering pricing, communication, technology, marketing, and home presentation and photography.
This week I want to discuss powerful client communication tools and how they will enhance your listing presentation.
Many sellers say that one of their biggest frustrations and challenges is agent communication. In my company we often talk with seller focus groups, and communication issues come up over and over again. Here are some of the things that sellers tell us:
I can’t tell you how many agents still don’t recognize the seriousness of this issue!, Agents lose a lot of business – especially repeat and referral business – simply because they don’t meet a seller’s communication expectations. And it saddens me to know that with just a little planning and effort, this doesn’t have to happen.
First and foremost, find out how your clients feel about communication. Ask what method will be the most comfortable for them. Remember – this is about their preferences, not yours. Just because you'd rather talk on the phone does not mean that everyone else would. Some people are happiest using email. Some prefer the phone. Some only want to talk to you face-to-face. And some want different communication methods, depending on the issue. As an example, I had a client once who didn't mind phone calls for simple things like a buyer feedback report. But they expected to have face-to-face discussions for anything more serious, including market changes, price reductions, or the new listing down the street.
If you don't ask how clients prefer to communicate, you are missing the mark. And when that happens, you're going to lose business.
Beyond knowing how your clients want to communicate, you need to have a communication plan, and accompanying tools,which clearly shows them what you are doing to earn their business (and their trust!). You must show them exactly how you will keep them apprised of important issues like market changes, feedback from other agents and buyers, and what you're doing to market their home.
Remember when we spoke about "props" in the previous Zebra Report? In case you need a reminder, props are visual tools that help you articulate your services – and your value! Props help show your clients that you do take your communication plan seriously, and that you have the tools needed to follow through as promised.
So, what kinds of visual tools do you need?
If you find this list daunting, start by simply creating one tool at a time. Before long, you will have an entire set of communication tools at your fingertips … and a much more powerful listing presentation.
When you visually engage sellers with a systematic communication plan, the opportunity to leave the appointment with a listing contract in hand increases dramatically. And when you follow through with your communication plan, you will have solidified a client relationship that will bring you business for many years to come.
In the next article I’ll be covering the role technology plays in the listing presentation. You won’t want to miss it!