This is the third article in my series on powerful listing presentations, where we’ll be covering pricing, communication, technology, marketing, and home presentation & photography.
This week I want to discuss powerful client communication tools and how they will enhance your listing presentation.
Many sellers say that one of their biggest frustrations and challenges is agent communication. In my company we often talk with seller focus groups, and communication issues come up over and over again. Here are some of the things that sellers tell us:
- “Once I signed the listing agreement, I rarely heard from my agent.”
- “I have no idea what I am paying my agent for – she doesn’t seem to be doing anything to get my house sold!”
- “I canceled my listing because my agent promised a lot, but delivered very little.”
- “My neighbor’s house sold and my agent never bothered to take the time to tell me why theirs sold and mine hadn’t even gotten an offer.”
I can’t tell you how many agents still don’t recognize the seriousness of this issue! Agents lose a lot of business – especially repeat and referral business – simply because they don’t meet a seller’s communication expectations. And it saddens me to know that with just a little planning and effort, this doesn’t have to happen.
First and foremost, find out how your clients feel about communication. Ask what method will be the most comfortable for them. Remember – this is about their preferences, not yours. Just because you’d rather talk on the phone does not mean that everyone else would. Some people are happiest using email. Some prefer the phone. Some only want to talk to you face-to-face. And some want different communication methods, depending on the issue. As an example, I had a client once who didn’t mind phone calls for simple things like a buyer feedback report. But they expected to have face-to-face discussions for anything more serious, including market changes, price reductions, or the new listing down the street.
If you don’t ask how clients prefer to communicate, you are missing the mark. And when that happens, you’re going to lose business.
Beyond knowing how your clients want to communicate, you need to have a communication plan, and accompanying tools, which clearly shows them what you are doing to earn their business (and their trust!). You must show them exactly how you will keep them apprised of important issues like market changes, feedback from other agents and buyers, and what you’re doing to market their home.
Remember when we spoke about “props” in the previous Zebra Report? In case you need a reminder, props are visual tools that help you articulate your services – and your value! Props help show your clients that you do take your communication plan seriously, and that you have the tools needed to follow through as promised.
So, what kinds of visual tools do you need?
1. A broker open or office tour report. Many agents have some sort of a comment form that they ask other agents to fill out about a new listing. But very few agents turn those comments into a visual report for their sellers. Sellers want to have something to look at. They won’t remember what you told them on the phone. And if you need to reduce the price or recommend staging in a few weeks, you’ll have data from your colleagues to back you up when talking to your sellers.
2. An ongoing feedback report. This report is based on buyer feedback – which is even more critical than agent feedback. Typically an agent will call a seller if there is feedback on their home. If that feedback is negative feedback, agents will ‘duck’ this discussion altogether. Tell your sellers that having a feedback report for them – based on unedited comments from buyers – will provide both of you with important and relevant information about what buyers are seeing and experiencing, regardless of whether you receive good, bad, or neutral feedback.
3. A pending-to-closing calendar. You must visually reinforce the organizational skills you provide once there is an offer on your seller’s home. Too often agents believe that sellers know what happens from day-to-day or week-to-week during the pending and closing process. However, sellers tell us that is not the case! They do not remember all of the steps even if they’ve sold several homes in the past. Show them what your calendar looks like, and tell them what to expect.
4. A marketing calendar. From writing and placing ads, to posting online, to building flyers or brochures and creating photo galleries and videos – selling a home takes extensive marketing. Do your sellers know exactly what you do, and when you do it? Do you explain to them what needs to happen and in what order it should take place? Providing a calendar (not simply a checklist) reassures them that you are doing everything you can to market their home effectively.
5. A marketing activity report. Even though you provide your sellers with a marketing calendar, you should also provide weekly updates on what you are doing. If you have ever had a seller say, “…you don’t seem to be doing anything to get my house sold…” providing weekly activity reports will answer that concern in a very powerful way. It takes a lot of work to sell a home – let your sellers know that you are working for them.
6. Samples of all of your marketing tools. It goes without saying that sellers expect to see samples of high-quality, professional marketing materials. You must have samples of your flyers and brochure, your open house materials, and your online marketing – including your photo gallery or a video home tour and how your listings appear on websites. You should have a visual representation of every website where you post their listing.
If you create “just listed” postcards, have a sample. If you send out a client newsletter that features your listings, let them see exactly what that looks like. Consider creating a notebook that includes not only sample newsletters, but a printed copy of your database. When you explain the power of your database in marketing their home, you add another important layer to your listing presentation.
7. An annual client review. Even though your potential sellers won’t receive an annual client review on a home they are selling, they will understand the value when you say “I want to show you my Annual Client Review. Because I am very good at staying in touch with my past clients, they call me at the very beginning of their home search – which means I often have an ongoing list of potential buyers who may find your home the perfect fit.”
8. A homeowner’s book. Here’s a great way to discuss the homeowner’s book with potential sellers: “Imagine you are a buyer who has fallen in love this house. And on the kitchen counter is a notebook that includes all the details – and answers all the questions that you have. Details like home care and warranty records, the most current inspection report, tax and appraisal records. Neighborhood and community information. A homeowner’s book calms their concerns, so that instead of walking away with more questions, they are excited about writing an offer.”
If you find this list daunting, start by simply creating one tool at a time. Before long, you will have an entire set of communication tools at your fingertips … and a much more powerful listing presentation.
When you visually engage sellers with a systematic communication plan, the opportunity to leave the appointment with a listing contract in hand increases dramatically. And when you follow through with your communication plan, you will have solidified a client relationship that will bring you business for many years to come.
Next week I’ll be covering the role technology plays in the listing presentation. You won’t want to miss it!