After a recent training session with a group of agents and brokers, someone who was obviously very frustrated about something approached me. As with many trainers, my first thoughts were reviewing the day to see where I might have confused some people. Before I could replay the day, she was face to face with me.

She stopped and held out her hand to thank me for the event and was still walking away before I released her hand. I asked her to stop and explain what was apparently bothering her. Realizing that she was the last person in the office, she stopped to explain.

Evidently she had a client who listed their property with her. This person was about as inflexible as a teenage daughter with her hands on "the" prom dress. The client was not listening to any suggestions about minor staging or updates, was totally fixed on top dollar, and refused to recognize the conditions of the market. Now as top professionals, I'm certain that ideas of what could have or should have been done to avoid this, but I also know that this is not an isolated case.

I'll get to how to prevent this from ever happening again in a minute. But first, think like a corporation with a high profit motive. How can we handle it now? Do we need damage control? Or to paraphrase some of the Women's magazines, "Can this listing be saved?"

One thing I've discovered in all my years of training: I don't have all the answers. In fact, for many of you, I may not have any answers. But for a select few, this is the answer. It's time to fire the client!

While I am certainly one to appreciate all the professionalism we can muster in any situation. I am a firm believer in being the best we can be in our own market place. After traveling to five continents to deliver sales training in a vast array of industries, I've also learned what perhaps may startle some of you. Sometimes it's not you. Sometimes you run into a really bad client. Now, I realize that I'm not a Real Estate Attorney, but I'm not risking legal action if I advise you to let go of a situation that will never get better than bad.

Every day that an agent's sign is out front in the clients yard, that client is reminded as to whose fault this is. Even if they're ridiculous in their expectations. Even if they refuse to listen to any reasonable offer. Even if the market has dropped 99 percent except for their home. If your sign is what they see every day, you're either the solution, or the problem. By removing your metal reminder from their property, they'll soon move on to the next "victim" and forget you. If you leave them your calling card swinging in the breeze, the whole world will know how terrible you are at your job.

Okay, enough negative. That was to make everyone remember that these situations can occur regardless of who is at fault. There is a great way to avoid this from ever happening to you again. Manage the expectations of all parties -- including yours! What does this mean?

I do a bit of real estate investing and while I'll never be confused with The Donald, I have learned the top two factors in determining a properties future. These factors are irrefutable and always pop up. The successful professional gets them to pop up during the initial listing meeting. The two factors are time and money. Oh, by the way, these factors apply to everything in a capitalistic society.

If the client has all the time in the world, they can and will want all the money. Should you take this listing? If you manage expectations and under promise so you can over deliver, yes. If the client says they are willing to wait, and you can see them as long-time community residents, you should generate referrals throughout the listing contract. However, if they are expecting a massive ad campaign, you need to set the record straight.

On the flip side, if a client needs to sell their home in the next 30 days, you can and should be more aggressive with pricing. You need to be 3-10 percent under market to create interest and sell quickly. But, your competitors may come in with higher CMA's. How can you compete? If you are the only one who knows that time really is of the essence, you can show them the same CMA results and then explain that homes priced at market value are on the market an average of 60-120 days minimum. Then you can suggest your strategy. By using a technique called "Negative Phrasing" I've shown agents how to gain client agreement before trying to sign them up for a listing.

What about the majority who are what I call hybrids? They are a blend of both. They want their home sold in 30 days for full price. I know what you're thinking, "Okay, Mr. Fancy Training Guy, handle that."

The answers are in the questions. Since the majority of situations always fall between two extremes, knowing how to ask the right questions will help you sort out the best course of action. Questions, provided you listen to the answers, will always keep you on course. When someone wants to sell fast at top of market prices, what questions could you ask?

One that comes to mind is, "How would you say your home stands out among all the other homes in this price range?" Wait for the answer. Perhaps there is something that does make it stand out and you can use to market it. More often than not, in today's market, the # 1 reason people "need" top dollar is due to the balance of their mortgage. How should you handle this situation?

Sometimes, you should really walk away. If you've done your absolute best, explained the strategies needed to sell a property, demonstrated your commitment to make sure that things will be properly handled and then admit to yourself that under the client's current conditions, you'll never be able to sell or if you did, it would cost you more than you could ever make, let it go.

Walking away from a situation accomplishes two very important things. First, you leave with your attitude and professionalism intact. You can go on to the next situation with a clear conscious and focus on what you can do. Second, you often get surprised. I am amazed at how many emails I get from agents and brokers telling me about the sudden change in attitude from clients they tried to walk away from.

This is a bit longer than I usually go for articles, but it's important for each and every professional to understand that you really do control your destiny and success. You can choose who you want to represent. Make good choices and 2008 can be your best year ever -- regardless of market conditions. (For a list of my top ten tips and questions for listing appointments, email me at jfuhrman@mygreenparachute.com.)

Published: January 24, 2008

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