Agents perform hundreds of tasks to get a property on the market. From the onset there is the prospecting for business, the marketing, follow up and endless service until the client or customer is finally ready to do business.
Working with sellers can be particularly detailed, which includes the comparative market analysis, the processing of the actual listing, the photos, brochures, virtual tours, web commercials, brochure boxes, 800 number recorded information, open houses, showing updates, and the list goes on.
So why sometimes, have we never taken the extra moment at the listing presentation to “coach” the property owner about how they can lose the sale before the contract is ever written?
From a positive standpoint, the property owner is quite versed with the care, upgrades and maintenance of their property. They are often convinced that the agents showing their property doesn’t “sell” these nuances effectively, and are convinced that these features are the cinch to the sale, if only the buyer knew about them.
It is one of the most important issues to deal with at the listing table.coaching the Seller on what to do and not to do when the property shows. Here are a few tips to help you help the seller feel comfortable:
Do your homework! Get all the details about what the seller thinks is vitally important to the value of their property. Detail these upgrades in a brochure available in the property. List all the work, replacements and maintenance that has been done on the property and the dates they were completed. Coach the seller on those items they might not have remembered. Include things like new water heaters, extra insulation, new gutters, windows, underground sprinkling systems and those things that might not be noticeable. The key concerns are the age of the roof, heating and cooling systems and appliances. Do help the seller feel comfortable that you are empowering both the prospective buyer and their agent with all the information for that buyer to fully appreciate the care and maintenance of this property.
Coach the seller about the comfort of a buyer. In some cases, a savvy agent will know to give the buyer some “room” when showing property. There are those buyers that prefer to familiarize themselves without the agent in close pursuit, or the seller tagging along. Let the seller know that following around a buyer may make them nervous and feel pressured, forcing them to cut the preview process short. Tell the seller to either leave the property when possible, or step out for a few minutes. When timing doesn’t allow for leaving, ask the seller to be sure to move to an alternate room when the buyer is inspecting the property. This allows for the freedom of comments to the buyer’s agent and a comfort level for the buyer who is often trying to visualize how the home might serve their needs.
Demonstrate to the seller that due to your in depth due diligence at the listing table, you have a fully detailed brochure available to answer many of the questions a prospective buyer may have. Be smart and have the seller “review and edit” the information sheet or brochure for accuracy and seller satisfaction
Where appropriate, include on your information sheet or brochure the answers to questions a prospective buyer may have. Note the average utility costs for the property. Make a comprehensive list of the personal property that will be included and excluded from the sale. Display a copy of the survey in the event a buyer needs clarity on where the lot lines are. Delineate where the school bus pickup is in the neighborhood. Information like this will minimize the conversation with a well-intentioned seller who wants to boast about low utility bills…and then mentions they like to keep the thermostat low in the winter months. A buyer who prefers a warm and toasty home may think negatively about an idle comment intended to help sell the property, when in reality, negatively impacted the buyer’s assessment.
When you take the time to empower all parties with the conduct and the information to make property previews successful, everybody wins at buying and selling.
Published: February 15, 2002
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