When a listing prospect starts stalling or objecting when it’s time to sign a listing agreement, make sure it is the only objection before trying to resolve the situation.
Isolate the objection by asking, “In addition to (whatever the objection) is there any other reason you would hesitate to (whatever action you are requesting)? For example, the sellers want to talk to their attorney before signing the listing agreement. Ask, “In addition to speaking to your attorney, is there any other reason you would hesitate to sign the listing agreement?”
If the sellers say, “Well, we would like to get another opinion on the listing price,” then the attorney objection was just a stall, a diversion. Getting another opinion is the real objection.
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A listing interview shortcut: As you probably know, to get a well-priced, full commission, well-staged listing, you have a number of topics to cover. You also know that some prospects are on the verge of listing and it takes little effort to have them agree to list, while others seem determined to sell privately or are very cautious or skeptical and want to interview a half dozen agents before deciding.
As you progress through your listing interview, you may get a feeling that you have made some good progress and wonder how much more you need to say to get a listing.
When you get that feeling, try this: “What else do you need to hear from me to say, ‘Sign me up?’”
How they answer tells you if you need to explain more of what you will do to sell the home or whether you can skip ahead to pricing, commission or just start filling out a listing agreement.
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Go ahead – annoy some people: Do you worry too much about the few people who will be annoyed when you prospect by-owners, expireds or telephone or door-to-door canvass?
Television and movie stars or rock stars occasionally say or do something that irritates or displeases a few of even their best fans. Some of those fans will complain with phone calls, mail or negative blog postings. Extensive research shows that number to be about two per cent. That means 98 per cent were not annoyed enough to say anything.
FSBOs, expireds or others who won’t list with you after allowing you to tour the home are not annoyed by your call. They still feel that they or someone else can do a better job, in spite of your well-presented presentations.
One man suggests putting a picture of your family on the visor of your car. Then, when hesitating to call on a FSBO or other listing prospect because they might be annoyed, ask yourself which is worse: possibly annoying this stranger by making this call or for sure annoying your family by not bringing home a pay cheque.
Bottom line: make all the prospecting calls you need to generate leads and listings and accept the small percentage of people who were annoyed by your call. It goes with the territory, don’t you know?
Jerry Bresser has been training and coaching real estate agents how to sell homes faster and for more money for over 35 years. He recently published his second book, More Money in Your Pocket. www.jerrybresser.com or for information about the book, www.moremoneyinyourpocket.biz.
