Dear Jennifer,

Best, Robert

Dear Robert,

My first thought answer is, "no." I simply don't use charts, graphs or statistics. My brain doesn't work that way; I am not a numbers gal. When I look at charts, graphs and statistics, they don't mean much to me. And being that as it is, I don't go into a listing interview armed with information I don't fully understand.

I highly recommend that if you're like me (a.k.a. not a mathie) don't try to become one when talking to sellers. Provide the information in a format that makes sense to you, and that you can easily and conversationally explain.

If you are a numbers person, how can you best use this data when talking with a seller prospect about pricing? Very carefully!

Here's the thing. The problem with graphs and charts and numbers and statistics is that they give the impression that selling a house is a random event, governed by those numbers and statistics, and not influenced by the agent's or seller's efforts. To present a chart that shows an 8-month inventory, for example, implies that it takes 8 months to sell a home. To present a graph showing an average list-to-sell ratio of 92% implies that a seller should build a margin into his price to account for being negotiated 8% down.

But is that really what the numbers are saying? In most cases, no. Not even close! And again, do you really want to give a seller prospect the impression that neither you nor he is capable of affecting the outcome of your home-sale adventure? It's simply not true.

Whenever you come up with a statistic, that statistic is based on a range of outcomes. Some houses don't take 8 months to sell. Some houses sell for higher than 92% of the list price. And were these better-than-average outcomes simply the result of chance?

"Okay, Jennifer, but that's not how I use my graphs and charts; I use them to demonstrate the reality of the market to my sellers to persuade them to price properly. If they see those cold, hard facts, they'll realize that they need to listen to me and my pricing recommendations if they want to have a hope of selling."

Fair enough, and I'm inclined in theory to agree with that strategy. But as I said earlier, it must be done very carefully.

You only have so much time in a listing interview to say everything you want to say. At some point, your seller's eyes are going to glaze over and he'll check out. I'd rather spend his valuable attention span talking about what we (he and I together) can do to maximize the chance of sale, at an acceptable price.

Besides, you know what? If your seller prospect is interviewing other agents, they've probably gone overboard with all the doom & gloom and already handled that part of the conversation for you! If you come in with a plan and a smile, you'll be a breath of fresh air, won't you?

Best, Jennifer

Published: October 11, 2010

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Jennifer Allan-Hagedorn was a top producing real estate broker in Denver, Colorado before writing her first book in 2007. Since then, she has written several more books about the business of selling real estate including her flagship book: Sell with Soul: Creating an Extraordinary Career in Real Estate without Losing Your Friends, Your Principles or Your Self-Respect, the sequel, If You're Not Having Fun Selling Real Estate, You're Not Doing it Right and her latest, to be released in Spring 2011, Prospect with Soul for Real Estate Agents. Jennifer believes that the secret of success for real estate agents is not in aggressive marketing techniques or hard-core sales pitches, but rather in being competent in one's craft. Competence begets Confidence. And in today's world of increasingly suspicious and ad-weary consumers, having an air of self-assurance and enthusiasm will be far more effective than a slick sales campaign. Jennifer writes and speaks with this philosophy in mind. She preaches that salespeople should follow the Golden Rule in their day-to-day practice of business - treating clients and prospects respectfully, as the salesperson him or herself would like to be treated. Being competent, reliable and fair, and motivated by a true desire to earn a paycheck, not just show up at closing with hand outstretched. She is a regular contributor to several real estate newsletters and magazines, a member of the RE/MAX Hall of Fame and one of the industry's most popular bloggers. You can learn more about Jennifer's "soulful" philosophies at www.SellWithSoul.com. Subscribe Below to Enroll in the Daily Seduction Newsletter Mini-Clinic - Tips and Strategies to Generate Business and Referrals From Your Sphere of Influence! Your Full Name Your Email Address