Showing a Track Record When You Have None

As a real estate agent you are often up against competition in your marketplace that might have a better track record than you do — like the agent who asked the question below.  If you know more about the seller than the other agents do before going on the appointment, however, you can direct your presentation away from track record and toward achieving the client’s goal, instead.  So, you should always have been privy to their goals, prior to the appointment.

So, keep the discussion off of your track record and put it where it really belongs — on achieving the seller’s goals at the highest net with your new and effective marketing ideas.

You should be able to beat the other agents with your carefully prepared and rehearsed “canned” listing presentations.  You can easily be better than those other agents who do not spend the proper amount of time to find out about a seller’s goals and those who have not come up with any new and effective ideas for years. 

Below is the question I mentioned above that I recently received from a stymied agent and my suggestions on how to avoid the same situation in the future.

Question:

“Walter, we recently relocated to Southern California from another market area and purchased all your books and CDs.  They are great.  The following objection, however, is something we keep running into.  Should we discuss our track record in the area we previously sold real estate?  We are at a loss and need some guidance.”

Now, whether you’ve recently moved from a different market area or you’ve been selling homes in the same area for years, the issue of competing against other agents with possibly stronger track records than yours is always there.  After all, theoretically, only one agent in a given market area can actually have the strongest track record.  Right?

So, how would you handle the following objection: “We really liked your presentation.  Your pricing was similar to the other REALTORS®, and your commissions were all the same.  The only factor was track record.  We went with the REALTOR® who had a stronger track record for the area.”

Here’s my answer:

Try this response: “A person’s track record — their history of success — on anything is, of course, one important indicator of future performance.  We are at a loss because that record for us is in (previous location), where we were considered to be the best in the following areas: (insert items that you can back up with proof).

However, what is even more important are the ways we intend to help you achieve your goal of (insert their reason for selling) and achieve that goal with the highest net cash to you.  I would like to show you five ways that we find a buyer, which will be new to this area, and also five ways we can increase your net proceeds.

Getting you to sell your home and (insert their goal) is what it is all about!  I believe we have brought some new ideas to the table.  I would like the privilege of selling your home.”

Notes for you: remember, you need to be the last agent in for the presentation!  Normally, the last agent has the best chance of getting the listing.  And know the sellers’ criteria for hiring an agent before you go on an appointment, and also know what their largest concerns are before going on the appointment.

May your 2010 be filled with lots of new (and saleable) listings!

By: Walter Sanford

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