Selling Real Estate
You realtors are greatly admired by me! It’s not a profession for the faint of heart. It’s one of the biggest ticket items sold in the world. The sales cycle is a long one, and the paperwork is intimidating. Even the licensing testing is difficult, and many people have to take the tests multiple times. I know all of this because, at one time, I was a licensed agent. That was back in the 1970’s, and I was selling commercial real estate. The Carter-era inflation set in, and interest rates went up to 20%. I moved on from real estate…and retained a tremendous respect for the profession.
Selling real estate requires a great mindset, excellent sales skills, and scripting that really works.
First and foremost, being exceptional at real estate sales requires an understanding that you aren’t selling houses. At any given time, you have an inventory of houses available…and that’s not the sale that needs to be made. Rather, the sale is about what your client truly desires. Every person has a perception of what his or her dream home will be like. Your prospective clients’ perceptions are all-important in your sales conversation. You have to determine what they want and why they want it. And then you have to match their desires with houses that have the features that give them what they want. And if you’re selling to a couple, each person can have different wants.
The most important sales skill you can develop is listening intently with your ears, your mind, and your heart to find out what’s important to your prospective clients. It could be the safety of a neighborhood, or a big backyard for the kids to play in, or a great family room with a big bar to entertain friends, or a great school district. The questions you ask can give you information you need about what your prospective clients want. They can also direct your prospects’ thinking. The right questions can help your prospects clarify what they actually want for themselves.
After you find out what your prospective clients want, and you match the houses you’re going to show to what they said they wanted, the next step is to verbally paint a picture of what life can be when they live in the house you’re showing. Talk about how much fun it’s going to be to have their friends over for a party and they’re envious because the bar is so awesome. Help them see their kids playing in the back yard.
The skills described here are only possible if you have a tremendous script and know exactly what you’re going to say and how you’re going to say it. Now, if you’ve been selling for more than a couple of weeks, you already have a script. You’re saying pretty much the same thing to everyone. The question isn’t whether you have a script, it’s how good your script is. If you don’t have a professionally written script that produces a conversion rate larger than 60% when you’re listing or showing property, you can have a Red Cap Sales Coaching professional script-writer create one for you and coach you to use it properly.
You can schedule a FREE strategy session with a Red Cap Sales coach to discuss your sales and get some great ideas and strategies that will boost your sales and income. Just arrange a time on the calendar at http://bit.ly/wizard-strategy. Looking forward to talking with you. Until then, make it fun, make it profitable, and good selling!