I feel like I need to tell you on these first pages what my real estate business beliefs and ideas are. All of this information comes from my 15+ years in the real estate business and from coaching thousands of agents all over North America.
- I believe we are not in the business of selling houses. We sell a service that sells houses.
I believe this service needs to have the ability to be replicated over and over. Just like McDonalds, they are not changing the temperature of your hamburger because you prefer it medium well. They are willing to add ketchup and mustard, but the actual cheeseburger, the bun and the process never actually changes.
I believe that our business needs to be a sales system that is designed to market the homes that fit in what you have identified as your ideal client or the people you want to work with. If their home does no’t fit, you probably should not be their agent. - We need to have a written marketing plan. In this book, I will call it a pre-listing package, a marketing plan or information about myself, my team and what we do to sell houses.
Unbelievably, most agents do not have anything in writing they could send a seller client right now if they needed to. The ones that do have it, rarely send it. It sits on their laptop in a secret folder because, heaven forbid another agent get a glimpse of it.
Every other profession has marketing material that tells about their service. We should have the same. - The purpose of prospecting on the phone for sellers is to set appointments and meet sellers face to face, not to list the house. I often see agents struggle with this and try to pressure the seller over the phone to commit to the listing. This is extremely hard to do. It is kind of like a guy asking a girl to marry them before they have been on the first date.
I believe that we should set up the listing appointment and then let our sales process actually do the work of listing the home. - Follow up is really the key to massive real estate sales success. If you do not have a follow up plan you will fail.
- If you set up your business so you can replicate your high income producing daily activities, you can build a predictable business with predictable income.
These are the basis for my real estate group coaching program. To help agents build a business that actually works for them. One with a schedule and predictable income. Not the roller coaster most agents are riding.
With these things in mind, many of the objection handling strategies will make more sense and become more usable in your business.