A Champion’s approach to a Buyer is to convince them on the initial call that an appointment with you raises the possibility of:
1. Them understanding the marketplace better.
Because your client understands the marketplace better, they are able to select a better home, make better decisions for their family, and engage in a smoother, less stressful transaction.
2. Them receiving a higher level of service by meeting with you.
They will receive more professional service because they are working with you. According to the National Association of Realtors®, over 52% of licensed Agents have been in the business less than 36 months. Most Agents in real estate in the past couple of years have only seen one type of marketplace. When we experience changes in the market, the odds are that, based on the number of Agents and experience, expertise, and knowledge of those other Agents, they will most likely select someone who is not properly prepared to represent their interest. Most Agents will not know what to do. “Is that a risk you want to take, Mr. Prospect?”
Explain how you work on an exclusive basis only. Because your service standard is so high for yourself and your clients, it would be impossible to work with everyone who contacts you to represent their interests in purchasing property.
3. Gaining them an advantage in negotiating.
Through your understanding of the marketplace, the inventory, and current emerging market trends and by linking your knowledge with a clear understanding of their goals, objectives, and expectations, you will position yourself to be a more effective advocate and negotiator on their behalf.
4. Them securing a better Lender for a smoother transaction.
Too often, Agents allow the Buyer too much latitude in Lender selection. While we don’t want to be accused of steering a client, we do want to ensure a high level of service with minimum risk to the client. A Champion Agent guides their client to the preferred Lender relationship. This creates better service, a more timely closing, fewer surprises, and a lower stress level for the client and Agent. Remember, you aren’t compensated at a higher level if you have to pull out the miracle, “hail Mary” closing at the last minute. It usually takes a lot more of your resources of time, energy, and emotion to do it. The client is often exhausted by that roller-coaster ride at closing, as well.
You put the long-term referral relationship you are trying to establish at risk because of the wrong Lender’s involvement. There is nothing you can do or say to extract yourself from the negative feelings and emotions a client has from the transaction when the Lender blows it. This is also true if you have nothing to do with the transaction.
5. Them saving money in the short and long run.
By meeting with you face-to-face, you can help them secure a better home in a stronger appreciating area for their money and amenity requirements. A home that performed as an investment will be better than others they might have selected without the meeting. By having a clearer picture of the financial picture, you can possibly save them money on their initial down payment by having the Seller contribute to the closing costs.
6. Them receiving the representation that they deserve.
In the end, it’s about understanding the type of representation they want. It’s understanding their expectations as clients, so you can achieve a high level of customer satisfaction, so they are willing to talk about you to others they know who are buying and selling.
Any of these six are valid reasons to make an appointment with you on the initial call, rather than securing their contact information and sending them stuff for weeks or even months.
Using strong dialogue to convert the prospect to a face-to-face appointment is clearly the objective. It’s about being able to deliver scripts with excellence that explains to the prospect their benefit of meeting with you. The prospect clearly knows the benefits of meeting with you. Getting them to come to your office for a Buyer consultation requires delivering the benefits that they want.
Dirk Zeller is a sought out speaker, celebrated author and CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. The Real Estate community has embraced and praised his six best-selling books; Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, The Champion Real Estate Team, Telephone Sales for Dummies®, Successful Time Management for Dummies®, and over 300 articles in print. To learn more, please visit: http://www.realestatechampions.com/msd/.