Buyers Or Listings: Which Is Worth More?

Written by Posted On Monday, 11 February 2008 16:00

Which came first, the buyer or the seller? In different markets, should a Real Estate Professional concentrate on one more than the other? These questions have come up nearly 100 percent of the time when I'm doing training sessions in a tough market. And, it's always a tough market.

In any sales situation, in virtually every industry, there are urban myths. These myths revolve around what is the best and most profitable position to be in. In the auto industry, one side says that used cars are the way to riches. In the insurance business, it's financial products over actual insurance that really pays. For agents and brokers, the argument not only continues but also changes to reflect the market.

Working with offices around the country, I have one training objective. Increase production by focusing on reality. And the reality is, to earn money as a Professional Agent, one thing, and only one thing is important. That is sitting at the closing table as the final papers are signed. It doesn't matter which side of the table you're on. As long as you're there, you'll be earning.

When the market was becoming quieter here in New England, there was a noticeable increase of Buyer's Agents. The thinking was, since there is a lot of inventory, controlling buyers is where the value is. When the market starts heating up, many agents change teams. They become professional listers. The impression is, the end result becomes the priority rather than the client needs. Let me repeat: I said, the impression. The reality, or the business decision to go in one direction or the other, has nothing to do with how you or your office is perceived.

In over 15 years of training around the world and in a variety of industries, I look for the common ground rather than what makes each profession unique. The one constant among successful performers is discovering who is and isn't important. The most important person in your professional career is not in the future. It is always the person sitting right across from you at any given moment. Whether buyer or seller, in a hurry or taking their time, they have to be your priority.

Discovering this will do more to take you to your goal than any specific training that I or anyone else can offer. Making each of your clients, and not the result, your priority, will get you to the closing table more than any technique, coaching program, seminar, convention, or whatever else you can invest in. That may sound contradictory coming from a successful trainer, but hear me out.

If I came to your office as a trainer, and as a broker you felt it was a needed investment, which situation would make you feel more comfortable? You tell me exactly what you need, or where you feel a competitive weakness, and I develop a program? Or, you tell me your situation, and I pull out a cookie cutter program that is opposite of what you want, but I tell you this is where the market is heading?

Don't misunderstand. As with other trainers, I have special programs designed to increase listings, enhance selling and service skills, and how to deal with the fears of failure and rejection. But, as a skilled trainer, I can also adapt a little from each, along with industry experience, and create a program targeted right at your immediate concern. (For a list of Top 10 Training Tips email This email address is being protected from spambots. You need JavaScript enabled to view it. and I'll send them to you free of charge.)

Think that way when considering where your focus is in a given market. When you are client-driven rather than market-driven, a great thing happens. You end up further ahead of where you wanted to be. You attract more transactions and end up sitting on both sides of the table rather than at your desk.


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