Average sales agents operate as tour guides who ask a few ill-prepared questions before driving around, burning gas, and hoping they’ll stumble onto something the prospect likes. This is not selling, but “buying” on behalf of the prospect. Top producers don’t work harder; they work smarter.
Once the agent has narrowed the prospect’s list of wants and must-haves, they can continue to refine the search using technology. Digital presentations can often times be more professional than hauling people around. Touring can’t be completely eliminated, but using digital presentations can help fine tune what the prospect is looking for before physical visits start.
There are people who will never consider buying without seeing a property. An agent’s goal is to reduce the number of properties shown. Paradox of choice is the concept that having too many options can cause stress and difficult decision-making. The sales agent wants to minimize this stress. Narrowing the choices down to two great ones will greatly reduce this stress.
As the agent describes the different options, share the benefits that will be enjoyed. Don’t limit the benefits to the immediate, but include the future benefits. For example, one can say:
“When investing in real estate, you need to think about the future. You want to make sure your investment is a good one today and a great investment tomorrow.”
Painting a word picture of the activities the prospect can be enjoyed will differentiate the agent. For example, stating that a terrace is beautiful is fine, but saying, “This is a beautiful setting to watch the sunset with a glass of wine to unwind at the end of the day” paints a beautiful picture.
Additionally, sharing a comparative market analysis for the location the prospect has selected allows them to see the wisdom of making a buying decision.
When showing a property, be on the look-out for buying questions like:
- How much did you say this property cost?
- When is the property available?
- How long has this property been on the market?
- Why is the owner selling the property?
When the prospect starts asking these types of questions, the agent wants to pick up the pace so the prospect takes the property off the market.
