Are you sick of hearing “It was such a hard decision” or “Your presentation was really great, but…….”and “You were all great and offered similar things…..” and on it goes.
Losing listings because the other agent was better ‘Value’ on fees and marketing is often never really the reason.
More often than not it is the fact that you did not deliver a ‘Values’ alignment with what is important to the client, and how what you ‘Value’ and believe in, is a perfect solution for them.
Click to watch the video (or simply read the transcript) below to learn more.
Here is another Coaching on the Go moment from real estate coach Caroline Bolderston.
I am wondering if you’re asking yourself this question, Why am I losing listings and why do I keep losing them on fees or marketing expenses?
Today I wanted to share with you something that I am really focusing on at the moment with a lot of the agents that I’m working with. I don’t believe you’re losing listings based on the numbers, in terms of what you cost. Instead, I believe that you could be losing listings or winning listings if you’re good at it, on values.
There’s a distinction here between values and value.
Why does somebody choose anything in life? They choose it because there is an alignment of values, what we call a values match.
What I’ve uncovered and I’m certainly observing and witnessing over and over again is that through the questioning process of your appraisals and in your listing meetings, I feel most agents from what I’m hearing are just very much on the surface of understanding what’s important and a question is asked:
“Mr. & Mrs. Vendor what’s important to you when choosing an agent?” or What’s important to you throughout the process?”
They are great questions, but it shouldn’t stop there.
It’s so critical that you keep going deeper and deeper and deeper with your questioning to find out what they really value at an unconscious level.
What this means is it doesn’t naturally just come out when you asked the question, they have to think about it.
How to get below the surface
A lot of the training I’m doing at the moment and over the last twelve months covers this and you’ll know this if you’ve been in any of my training sessions.
The only way you’ll get there is by asking the questions What, When, How, Where, Why and keep going until you get to the point where you truly understand what it is that, that client values and then all you need to do in your listing meeting is match your service offerings to be the solution to what they value.
When you do that you are coming to them with what we call a values match.
It’s an alignment of what you do, that is what you value. This is how we do this and this will meet your needs or meet what you value most or what’s important to you most by achieving X Y Z because you are demonstrating that.
If you can do that in a skilful way and spend more time listening to these values and uncovering what’s going on. I can almost guarantee that you are going to hear that a lot less, that you’re great Caroline but the reason we’ve gone somewhere else is because it was hard to choose.
Meaning you’re all the same, which has got to scare you if you hear that, and really it just came down to fees or marketing.
If you’ve ever heard that or if you hear that regularly maybe it’s the whole reason that you are demonstrating value in terms of dollars, and you are nowhere near scratching the surface on a values match.
I hope that gives you something to think about and you find it helpful.
If you have a genuine desire to serve your clients, work hard and become the best you can be – contact me via the section below to discuss how coaching can work for you.