A Champion Agent must show that, in terms of net dollars, the client will make more money. Being able to sell to the client’s inherent greed factor creates an advantage. The discount agents are selling to the greed factor through fee structure reduction. We have to engage in this game as well but by using truth in net dollars. The successful businessperson raises their value and enlarges the whole pie, so the piece they are requiring for their services is small.
We can demonstrate more money from the sale through what we at Real Estate Champions call the Big 3. We have been teaching the Big 3 for almost a decade. It has become fashionable with many of the major brands that are beginning to teach it to their agents, as well.
Real Estate Champions’ Big 3
• Average list price to sales price ratio
• Average days on the market
• Average listings sold verses listings taken
All of these are tangible, empirical ways to show the seller and buyer why they should hire you. Each one of these figures or ratios has tremendous power to convey value. One of the reasons they have so much power is few agents actually knows their stats.
Most agents are also unfamiliar with their market stats. If you can prove the client will earn a higher net in their pocket through average list price to sales price, you win. If you can prove the client will make one less house payment on a home they don’t want to own through average days on the market, you win. If you can prove that the client has greater odds of accomplishing a sale because of your listings sold verse listings taken percentage, you win. These key statistics are what Champion Agents use to create differentiation and competitive advantages for them.
“Wouldn’t you agree that the real result you are looking for is more net dollars in your pocket from the sale of your home?”
“So, if I could prove to you that you will realize a larger net through my representation, we would have a basis for doing business together, is that right?”
“Mr. Smith, right now in the marketplace, the average list price to sale price is _____ percent. My average list price to sale price is _____ percent. That means that you will put an extra _____ percent in your pocket by being represented by me, compared to any other Agent you are consulting. That’s an extra $_____ based on the value of your home. Is that something that you are interested in?”
“Mr. Smith, the current days on the market for homes is _____. My days on the market, or time to sale, is _____. That reduction in market time is of huge benefit to you. It creates increased activity and showings on your home. It increases the probability of offers and good offers. It reduces your mortgage payments on a house that you don’t want to own any longer. Do you see how this benefits you”
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, visit: http://www.realestatechampions.com.