1. Don’t buy the listing!
Saleable listings are almost always created at the listing appointment. Weak agents tend to have "I’ll take the listing" at any cost type of mentality. But think about the stupidity of that attitude. If you take a listing that is overpriced or the condition is horrible, or if the seller won’t allow you to market the property properly what will the end result be? A frustrated seller, an empty bank account, and a huge amount of wasted time!
2. Set the Stage for Price Reductions
A terrific technique to use when taking a listing is to explain to the seller that as a normal part of your sales process, your team mails out a price reduction letter every thirty days to homes that have not yet sold. This will provide the seller with an ongoing push to reduce their price, and provide you with a talking point during your regular phone follow up calls:
3. Talk about Inspections
One key to building a saleable listing is to talk about showings. Sellers often associate showings directly with your performance or lack there of. They tend to think - If my house is not being shown it must mean that my agent isn’t advertising enough, so bingo they call you and complain. Most agents will then run off to spend even more money on a listing that will never sell.
4. Be Brutally Honest During the Listing Presentation
Most agents think that telling sellers what they want to hear is a smart way to get listings. In reality it is almost always a straight line to the bottom of the profitability barrel. When you lie to sellers, you are lying to yourself. You end up congratulating yourself for taking a listing, which has absolutely no chance of selling. What a huge waste of time and energy! Instead we should tell sellers what we honestly think. This fresh approach may seem radical, but I guarantee you sellers will love you for it.
5. Give Them Something to Do
Think about your seller for a minute. They’ve been thinking about selling for the last six months. Finally they work up the nerve to invite an agent over to the house. They listen carefully to the presentation, all the while getting more and more excited about the prospect of moving. At the end of the presentation they agree to list the house. Now they are on cloud nine, and they just can’t wait for that first inspection.