Being able to effectively communicate why a client should use YOU is one of the most important skills you can possess.
In this day and age, especially with the Internet and websites like privateproperty.co.za, buyers and sellers have direct access to many estate agents at the click of a button. If you are unable to differentiate yourself from other estate agents within the first few minutes, your opportunity to become the agent of choice is lost.
In fact, when a buyer is faced with a choice of two agents whose services are pretty much the same, the only thing left for them to do is to select the agent based on who will give the lowest price. This is quite a common occurrence in the market at the moment and unfortunately, in most cases, the seller ends up choosing the agent based on how low they are willing to negotiate their commission too.
I have said to clients for many years that choosing an agent based on the lowest commission rate is one of the biggest risks that they can take when selling as it does not guarantee that they will be getting the best service. After all, if an agent is not able to negotiate a fair commission rate with the seller, how are they going to negotiate a fair selling price for the seller?
My suggestion to all agents is to perfect the service package that they are offering their clients and then break that service up into 1, 5, 15 and 30 minute presentations and practice putting that message out to their clients. They should focus on what makes them unique as an agent, as well as what extra services they will offer the client to get their house sold.
A great example of an “additional service”’ is the added product an agent may have bought on the Private Property website where they are a featured agent. This gives them more exposure than other agents, and shows the client that they are serious about their service offering.