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Sellers Buy Benefits - What Do You Sell?
by Dave Fletcher
Question: Do you do a good job helping the seller understand your services in terms of their needs? You will close more listing presentations if you clearly communicate the benefits, not just the features, of your services. Let’s look at what the for-sale-by-owner is doing without you.
Now, look at three tangible things the seller expects you to do when you list his home.
If these efforts don’t work for him, why should they work for you? It’s obvious, isn’t it, that if advertising a home in the newspaper sold the homes advertised, there would not be a need for a real estate agent. If placing a ‘for sale’ sign in the front yard sold the home, there would no be a need for a real estate agent. If holding an open house on weekends sold the house, there would be no need for a real estate agent. It follows, does it not, that homes sell because a Realtor has helped a buyer and seller work through major issues and strong feelings that surface during the purchase process. There is one additional tangible service and five intangible services you provide the seller. The one tangible he can see and touch is the placement on his home in the multiple listing service. What else does the seller believe you can do for him that he needs? In his mind, not much. You and I know that it is simply is not true. There is much we can do for him, but we usually don’t present our services in terms of benefits. We present them as a laundry list of features. My guess is that in your listing presentation you present a list of features. What you need is a statement of benefits with each feature. Here are the six important services you perform for the seller, that the seller cannot do for himself or herself. Most are intangible, but critical to the sale.
Most of you reading this article know about the above and have others you could add. The point is, as the old Indian chief once said, “To know and not to do, is not to know”. Do you talk more about features than benefits? Do your sellers clearly understand the benefits to your services? If they do, and they trust you, you are well on your way to obtaining a listing. Why not take a moment to review your listing presentation now against this checklist. At your next listing presentation, you will be glad you did. Published: August 7, 2003 Use of this article without permission is a violation of federal copyright laws. Related Articles:
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