Sellers of higher-end properties often interview three agents before making a decision. Listening – and asking open-ended questions – can move you to the top.
NEW YORK – Clients whose properties sell for $500,000 or more usually take an average of three listing presentations before selecting an agent. As a result, real estate professionals should take charge of these presentations – but also focus on listening.
A successful listening presentation for any property has four key elements: ears, eyes, heart and gut.
Ears must be used for active listening, and the best way to get important data is to ask open-ended questions, such as, “Why are you selling your home?” and “What’s causing you to move or make a change?”
Next, agents should use their eyes to note a home’s décor – what is mounted on the walls – and a client’s body language in terms of how two clients interact with each other.
Heart means leading with compassion. If a person becomes emotional about selling their home, for example, the agent can remind the client why they’re going through this process.
Finally, gut indicates taking the meta-view by examining a home as a third-party observer. This “high-level view” can help identify things they wouldn’t have noticed otherwise.
After the listening presentation concludes, agents should take a moment to review their notes and process what they’ve learned. To conclude the session, they should repeat what they heard clients say, including keywords and phrases that appeared during the presentation.
Source: Inman (05/24/22) Carr, Christine
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