What makes you a better agent? You grew up in the area? Do you have 30 years experience selling homes? Do you have listings or buyers in a particular neighborhood?
Unfortunately, as much as all those do help, every agent can pitch something very similar.
When working with clients, what can you offer that other agents can but usually don’t? The answer to me is pretty simple…
Get to know your client! Show them that you are different from every other realtor they’ve met. Show him or her you care – at the end of the day, there is a motive behind each buyer & seller.
What you need to understand is the “why” – why are they buying? Why are they selling? Is it because they are having a newborn, is it because they are outgrowing their current home? Just figure out that “why” and you’ll be surprised at the response you’ll get back from your client. Pay attention to the small things, the kid’s names, the sports teams they like, what they do for fun, all this helps build rapport with that client.
For most people, buying a home is the single, most significant investment they’ll make in their life. For you, it’s another deal, another commission, another deal closed. Homebuyers & Sellers are emotional beings, a lot of time they have no idea where to start, and who to talk to, what the process is. Before you get into any of that, find out “why” they are making this decision.
I had a client who called and wanted to sell their home. I met them at the house that same evening; they were incredibly generous, offered coffee, snacks and were just all around great people. They came in as a lead from Zillow. Instead of going directly into why I am the best agent for the job and why I feel I can get them the most money, I paid attention to the smaller things inside the home – the photos were one. I couldn’t help notice a picture of this beautiful young boy, he had green eyes, very handsome and I saw pictures of them when he was younger and was a healthy beautiful baby, and now – it appeared that he had a disability. I continued to pay attention to the photos inside the home, I couldn’t help but notice that the house was immaculate, and how meticulous they were, I quickly realized there is a fundamental reason why they are selling.
I immediately changed my pitch, and I knew this was more than just a sale and there was something bigger behind it. My first question to them was “Can you guys tell me a little more about why you are looking to sell?” After about 30 minutes of chatting, the family expressed how difficult it was for them having a two-story home. They revealed that their one-year-old son had fallen into a pool and was diagnosed with brain damage after his accident. This was ten years ago, it was easy for them to carry this beautiful baby up and down the stairs, but now he is 12 years old and nearly 100 pounds. They have been searching for homes on Zillow and were very concerned about finding a replacement property, but at the same time knew it was getting more and more difficult having a two-story house. They also had two more daughters and needed a decent size home.
Knowing and understanding their motive not only motivated me to help find them the perfect home but also helped me think outside the box locating that ideal home. I explained to them that we would door knock and write letters to all owners of that community who have a one-story house. In the letter, we described the motive behind the sale & purchase. After mailing out the letter, I received two calls from two different sellers. One of the sellers was touched by the message and had always had it on the back of his mind to sell, but never pulled the trigger. This motivated him to sell. The family went, viewed that man’s house, loved it and immediately listed their home and ultimately ended up buying that home from the elderly gentlemen.
Now at that very moment, I realized that I was way more than just a “Realtor” at that point. I was making a significant impact on these peoples lives. I was helping them with something that they have battled and struggled with for years but never had the proper help and were always scared to pull the trigger. They were terrified both, financially and emotionally. It’s then I realized that taking that extra step and understanding my clients on a personal level is critical.
Now, would all that have happened if I went in and pitched myself on being the best agent to do the job? Probably not… however, I took the time to understand their motive, and I knew at that point, and I had been chosen to be that agent for a reason.
I quickly realized that face-to-face meetings were critical for me to grow my business. At that point, anytime a lead would come in, my primary goal is to meet them in person. Whether that is meeting them at the property, they inquired on, schedule an in-office meeting, or meeting them at their home. Once I got in front of them – all my focuses shifted, and I just wanted to understand “why” they were doing what they were doing.
After I took the time to get to know my clients personally, I saw a massive shift in my business. I noticed the loyalty of my potential clients increased; I wasn’t concerned with signing a buyers agreement. I noticed how they looked at me as more of a friend, rather than an associate who is helping them buy or sell a home. I saw they would go out of their way to make introductions with their family & friends and cared about my business as well. That is when I realized that I love what I do.