Increase profits by better
understanding buyers and sellers
This article, which has been
edited for use here, was initially
published by RISMedia
on Sept. 6, 2006
When real estate agents list a house for sale, they need to understand how to work not only with sellers, but also buyers. Learning from existing top-producing real estate agents, and taking real estate courses that offer greater expertise and a clear roadmap to success, all play a crucial role in an agent’s future success.
"When a real estate agent lists a house for sale they need to understand how to work not only with sellers, but also buyers,” says Tom Mitchell,
senior vice president of the national Seller Agency Council
(www.selleragency.com). “Buying a home is an emotional decision, so agents must resist the temptation to talk the entire time. Let buyers discover things about the house on their own. Many home buyers like to ‘try on’ a house and determine how comfortable it is for them."
"A good seller’s agent should seek to build a relationship with their buyer as soon as possible, and then determine what they are looking for," says Bill Shue, president of
iSucceed.com.
The company recently compiled its top three real estate listing presentations and real estate marketing scripts from over 200 of the top-producing real estate agents that comprise the iSucceed faculty
(www.iSucceed.com). These fully customizable, "Best of the Best" listing presentations are now available for agents to use anytime, anywhere. Copies can be purchased on CD-ROM at
www.realestatebooks.org. Armed with this knowledge, any agents can prepare themselves to deliver buyers and sellers the highest quality professional service.
Agents can now obtain their ASR® designation through Polley
Associates. The ASR course trains agents to examine various key elements in the sales process, such as opening the dialogue by "probing" or asking the following "pre-closing" questions:
• What do you least like in your current home?
• What is the most important thing you are looking for in a new home?
• Will this home work for you?
• Is this property what you had in mind?
• Is this house similar to what you have now?
As agents seek to obtain a buyer’s commitment questions like these will bring the central issues into focus. Mitchell also cautions realtors: "After you ask one of these questions, wait for the answer."
According to Mitchell, active listening is the most effective closing tool in an agent’s toolbox. It is vital that they search for both the verbal and non-verbal signals displayed by genuinely interested real estate buyers when they are considering the purchase of particular a property. The key is gaining the ability to interpret and manage these signals. |
