Do you have what buyers and sellers are looking for?

 

What are buyers and sellers looking for when it comes to trusting someone that’s going to help them make their dream of owning a home a reality? How do they know if they’ve found the right agent?

The most important characteristic that buyers and sellers are looking for in an agent is someone who is going to take the time to really educate them on the choices available to them and their ability to buy in today’s market.

As the financial guru Dave Ramsey advises consumers:

“When getting help with money, whether it’s insurance, real estate or investments, you should always look for someone with the heart of a teacher, not the heart of a salesman.”

They will do their research. They’ll ask their friends and family for recommendations of professionals they’ve worked with in the past and have had good experiences with.

They are going to look for an agent who will be honest and trustworthy; after all, they’ll be trusting you to help them make one of the biggest financial decisions of their life.

Whether this is their first or fifth time buying a home, they want to make sure that they have an agent who is going to have the tough conversations with them, not just the easy ones. If their offer isn’t accepted by the seller, or they think that there may be something wrong with the home that they’ve fallen in love with, they would rather know what you think than make a costly mistake.

According to the Home Buyer and Seller Generational Trends Report:

Buyers from all generations primarily wanted their agent’s help to find the right home to purchase. Buyers were also looking for help to negotiate the terms of sale and to help with price negotiations.” Additionally, “Help to understand the purchase process was most beneficial to buyers 37 years and younger at 75 percent.”

They’re looking for someone to invest in their family’s future with them. They want an agent who isn’t focused on the transaction but is instead focused on helping them understand the process while helping them find their dream home.

Bottom Line

In this world of Google searches, where it seems like all the answers are just a mouse-click away, they need an agent who is going to educate them and share the information that they need to know before they even know they need it.

If You’re Ready To Take Your Real Estate Business To The Next Level And Add Value To More Lives, We Can Help.

At Appointments Today, we offer ISA coaching to help you and your ISA add more value to your prospects and ultimately increase your conversion rates. We understand exactly what it takes to drive consumer motivation so you’re able to convert more appointments, more consistently in your business. Your community will benefit greatly from your training as we craft the messaging for your Inside Sales Agents to deliver to your prospects to ensure you have the opportunity to add the most value to them and achieve the greatest results for them.

If you’d like to learn more about our ISA coaching and if it’s a fit for your business, you can schedule a free consultation by clicking the link below.

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The Easiest Way to Set 10 Appointments in 1 Month!

I originally recorded this video exclusively for a small-group mastermind. The agents in this group had the same frustrations and pains that we’ve all faced…

Not knowing where your next lead, your next phone call, your next appointment, or your next sale is coming from. Let’s face it, one of the toughest things in real estate is predictability…

Not only for business growth or, in some extreme cases, knowing that your going to stay in business, but also for peace of mind, momentum, and knowing what you should be working on to get the best result.

So let me ask you a question…

Do you know your numbers?

What I told you that it was fairly easy to go from 25 opportunities, to 10 Appointments, to 4 sales a month?

That’s what The Stasek Method is all about… this is how we build a pipeline.

Opportunities

Let me be clear upfront. An opportunity is not a lead. An opportunity is someone that we’ve talked to, had a conversation with, and determined whether or not they were going to sell their home, and if they were, what their timeline was.

Any opportunity that is taking action now we will set an appointment immediately. Opportunities that are looking to sell in 1-2-3 months, we would consider them a nurture opportunity.

Opportunities can be taken from any lead source: Expireds, FSBO, Home Evaluation, Zillow, Circle of Influence, Sign Calls, ZBuyer, referral, etc.

Face-to-Face Appointments

This is where you make your money. Sitting knee-to-knee at the kitchen table with a prospective buyer. A face to face appointment is almost the holy grail of real estate. The more times that you can get in front of sellers and practice your listing presentation, the more proficient you’ll get. And, ultimately, the more listings that you’ll take.

Sales

Also called a closing.

If Content Is King, Video’s The Army & Targeted Video is The Sniper

We’ve seen the increased engagement of video take off over the past 7 years with innovations in technologies that make it easier and easier to engage with your audience. As more and more businesses are using video to engage with consumers, consumers are becoming increasingly more particular about what they watch and what they expect.

In 2012, the National Association of Realtors found in a study that 85% percent of buyers and sellers “prefer to work with an agent who uses video marketing,”. Ok, that was in 2012, it’s now 2018. Since then, video consumption has become more and more the “standard” in lead/consumer engagement.

As many other agents have made the shift to video, there’s now another level of video engagement that a few savvy agents are leveraging. If you want to stand out from the noise of videos your audience is seeing every single day, you need to create a targeted video.

What is targeted video? It’s a video that’s not made for any potential client, but a specific client. That’s right. It’s specific content made for a specific audience.

For example, if you’re targeting first time home buyers, you need to create a video that speaks directly to a first time home buyer in the same manner as you would if you just met them at the local supermarket. Addressing their concerns and their aspirations.

Remember, it’s not about you. It’s about them.

Here’s a couple of examples where the message to market match is very different based on the video.

The Videos

Check out the two videos below and think about the two very different ideal market/demographics these videos would target. *Note: we’ve left the examples below very generic for the purposes of this article but we think you’ll get the idea.

VIDEO #1

https://fast.wistia.com/embed/medias/nm4hflclyf.jsonp

https://fast.wistia.com/assets/external/E-v1.js

VIDEO #2

https://fast.wistia.com/embed/medias/01wa88kd1e.jsonp

https://fast.wistia.com/assets/external/E-v1.js

 

Video #1

This video of a young couple vibrantly enjoying time together in a bathtub while drinking champagne in the candlelight would speak directly to a younger generation (millennials and gen y’ers) that are more than likely going to be first time home buyers achieving the dream of homeownership and enjoying a space that is all theirs. Also, note the “feel good” music that’s played to the video. Sets the feel good, every experience is a fresh opportunity to enjoy something new. The future is ahead of us!

Video #2

This video is a stark contrast to the first one in terms of the positioning of the characters of the video, music and messaging. This couple almost looks as if they’ve been through a long miserable experience of waiting for their home to sell in trying to sell it by themselves. They’ve got a look on their faces that says “we’re empty nesters just trying to get out of this thing so we can take a vacation and move into a smaller apartment and get out of the expense of having an entire home for just two people.” This will speak to someone who’s an older homeowner just trying to get their house sold and isn’t having much luck. It will resonate with those already in that position and will be a warning for anyone thinking of taking on the task of selling on their own.

Conclusion

Not all videos are created equal. Forget bitcoin, attention is the new currency of successful businesses and it has to be specific to the demographic your targeting. It has to have empathetic to their situation and offer them a solution to their specific problem.

We’re Experts In Message To Market Match.

At Appointments Today, our ISA’s are highly training in building rapport with your leads and understanding exactly what drives their motivation so we are able to convert more appointments, more consistently for you. Our clients benefit greatly from this ability as we craft the messaging our Inside Sales Agents deliver your leads to ensure we add the most value and achieve the greatest results.

 

If you’d like a demo of what we can do to help you grow your real estate business. Click here to schedule a time that works for you.

Schedule Your Demo

How To Handle Every Objection

We’ve all heard them. Heck, me might have even used some of these same lines when we had door-to-door salesmen, prospecting phone calls from folks we weren’t expecting, or even with overly pushy car salesmen. It’s the oft dreaded objection.

“I have to talk to my wife”, or, how about, “I have to sleep on it. If it’s a good idea today, it’ll be a good idea tomorrow!”

Objections are a salesperson’s worst nightmare… or their greatest ally. By being able to articulate your value while overcoming your prospect’s objections, your sale is all but guaranteed. And, even most agents don’t want to admit it, a big part of being a real estate agent is sales… and a big part of sales is objection handling.

So here it is… the top objections and a seamless script to be able to adapt to any situation.

“JUST BRING BUYERS…”

Of course, I’d love to bring you some buyers; however, the last thing I want to do is it bring people who aren’t qualified to your home, so can you tell me a little bit more about the house?

“WHY ARE YOU ASKING THESE PERSONAL QUESTIONS? I DON’T FEEL I NEED TO DISCLOSE THIS TO YOU. (EXPIRED)”

I completely understand, and I don’t want to get too personal, but I’m just trying to help you achieve your goal. So, initially, what was your goal in selling your home?

“I AM GOING TO WORK WITH A REALTOR I ALREADY KNOW…”

I appreciate that you’re comfortable with another agent, but let me ask you something…wouldn’t you agree that your home is one of your biggest financial assets? (Yes) I absolutely agree as well, and while I’m sure this other agent has your best interest at heart, how effective would you say, has his/her marketing strategy been in the past? (bla, bla )

Ok, fair enough. Basically, all I’m saying is that our system has been proven to net our clients more money, as well as sell virtually every home we represent in less time, so I’m just suggesting that it wouldn’t be a bad idea to have two good options instead of just one. I mean….what’s the worst that could happen, right?

“I’M GETTING HASSLED WITH CALLS AND I’M SICK OF IT!”

I totally understand, and I’m sorry to hear you’re inundated with so many calls but, let me assure you, I’m not trying to sell you anything. I just want to figure out a little bit more about you and your goals. I’m sure you initially had an objective, whether it was based on money or a time frame, when it came to selling your home. What was you ultimate objective?

“ARE YOU JUST CALLING TO GET A LISTING?”

That’s a great question, but I’m not even sure yet if your home is a good fit for our system, so I’m just calling to find out more about you and your home selling goals… (pivot)

“I WANT TO GO FSBO…”

Oh, I can totally appreciate that. Are you wanting to market the home yourself so you can save on agent commission fees? (yes) Well, what if we could show you a way where you can still get your asking price, even after our commission? We’ve done this for many of our clients who were originally FSBO’s just like yourself. This way, after everything is settled, you’ll still put the money you want in your pocket, without worrying about all of the annoying details, like marketing, negotiations, tons of paperwork, and stuff like that. I mean, that’s at least worth hearing us out right?”

“WHY DIDN’T YOU BRING A BUYER?”

You know, that’s an excellent question and I’m glad you brought it up. Unfortunately, when your home was on the market, we didn’t even hear about it, and we PRIDE ourselves on keeping an active eye on the market and knowing every home that hits.

So, let me ask you something: do you feel like the agent did everything in their power to market it correctly? Based on the pictures I’ve seen, it looks like an amazing home. Why do you think it didn’t sell originally?

“I’M STILL WORKING ON THE HOME…”

Oh, I totally understand, but let me ask you this: .If you could get your price and without making ANY improvements, would that be ok? (yes) Super. Additionally, we also have a “Coming Soon” listing program where we can give you the time you need to complete your improvements, and still not miss out on the interest from buyers who would be willing to wait to see your home. Plus, do you know what that does? (what?) It increases the likelihood of you getting a higher price for your home.

“WE WANT TO WAIT UNTIL SPRING”

Oh okay. So, are you looking to just list your home in Spring or have it sold by Spring? (bla, bal) Ok. But would you consider an earlier move if we could get you a higher price? (yes) The reason I ask is that everyone is thinking the way you are, waiting for the Spring to list. But ultimately, what that does, is flood the market with homes in the Spring, so buyers have the luxury of moving from home to home low balling offers until someone bites.

However, the buyers looking for homes now are the opposite. They are serious buyers with less homes from which to choose, translating to a higher price for your home.Time is really of the essence. So tell me, have you done any updates to the home recently?”

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5 Things You NEED to Know About Millennial Buyers

Over the last 4 years, buyers that are 36 years old or younger (Millennials/Gen Y’ers) are the largest share of home buyers at 34%. 66% of these buyers were also first-time home buyers.

This year’s report saw an increased share who purchased in suburban locations and who purchased detached single-family homes. 49% of buyers 36 years and younger now have children under the age of 18 in their home, 66% are married couples, and 13% are unmarried couples (the largest share of all generations).

With those numbers, it’s well worth spending some time to learn a bit more about these buyers. You NEED to know what they’re looking for and what’s important to them.

We’ve compiled this list of the top 5 reasons Millennials are choosing to buy:

To Have Control over Their living Space – 93%

Many Millennials who rent a home or apartment prior to buying their own homes, dream of the day that they will be able to paint the walls whatever color they’d like, or renovate an outdated part of their living space.

Many others who have waited to add a pet to their families daydream about the day that they’ll be able to go pick out their ‘furever’ friend. Owning your own home gives you the freedom to make those choices.

To Have a Sense of Privacy & Security – 90%

It is no surprise that having a place to call home, with all that means, in comfort and security, is the #2 reason. As a homeowner, you have control over who has access to your home, and you are able to secure it how you see fit.

To Live in a Nicer Home – 81%

Similar to the #1 reason, when you purchase a home, you can choose to live in a nicer home or choose to renovate a home & restore its glory. Owning also allows you to accommodate your growing family or a family member who may need to move in.

To Feel Engaged in Their Community – 75%

Owning a home in a community is one of the major reasons why residents become more civically involved. The stakes are raised once your home value is directly tied to the neighborhood and community in which you live.

To Have Flexibility in Future Decisions – 53%

Owning a home allows you to use your monthly housing cost as a savings account that can be borrowed against in the future.

Having this option available during uncertain times is just one of many reasons why homeowners feel more secure in their homes.

Experts At Work

At Appointments Today, our ISA’s are highly trained in building rapport with your leads and understanding exactly what drives their motivation. Our clients benefit greatly from this knowledge as we craft the messaging our Inside Sales Agents deliver to your leads to ensure we add the most value and achieve the greatest results.

If you’d like a demo of what we can do to help you grow your real estate business. Click here to schedule a time that works for you.

Schedule Your Demo