BrokerBryant.com: March 2010

Is Your Presentation Keeping You From Being A Champion..

Just because I like it!!Presentation is so important. The way we present information. The way we present ourselves. The way we present our responses to objections. Being a good presenter will make your business easier and will help to build your reputation as a fair person. And this of course will make people want to trust you. Here are a few examples of what I'm talking about.

In my area it is common to see co-broke commissions in the MLS like this 3%-$295. How does that make you feel? It makes me feel slighted. I feel like they have given me something and then taken it away. It's not the amount of the commission that causes me to feel that way it's the presentation.

What if the same listing had the co-broke presented as 2.75%? How does that make you feel? No big deal is it? It's just a co-broke well within the range of normal. I feel it's fair. The reality is it could actually be less than the 3%-$295 example. But it doesn't matter because it was presented better. They didn't give me something and then take part of it back. The presentation mattered.

How do you respond to the potential seller that says "I'm not pricing my house that low. My home is worth a lot more than that."  I know many agents will try to convince this seller that they are wrong. They may say "Mr Seller the comparable sales are much lower than what you think your house is worth. You'll never get that much for your property. If you can't price it here then I can't take the listing." Now while the response is accurate the presentation sucks. The Seller will more than likely assume a confrontational position and you will have to battle to prove your position.

What if you said this instead. "Mr Seller I completely agree with you. But..I'm not here to tell you what your house is worth I'm here so we can figure out what it will take to get it sold. And based on current market data your house needs to be priced here in order to compete. I know it sucks but let's work some numbers and see if we can make it work." That's a much better presentation. You are not disagreeing with the seller at all. You are admitting that there's a problem and together you need to work it out. Now instead of being the bearer of bad news you are a problem solver. You have opened the door to a constructive conversation. The presentation mattered.

How do you present a "low ball" offer? Do you use the term "low ball"? If you do that's a mistake. What it is is an offer. Just an offer. It means there is a buyer who has shown an interest in purchasing your Seller's home. This is a real good thing. It shows you have been doing your job. So just present it. No need to poison the Seller right up front by calling it a low ball offer.

In fact, even if you feel it's a low ball offer this attitude may put you in a frame of mind where you are not able to present the offer in a non judgmental way. Just present it. Give the seller the facts so they can make a decision. If they want your opinion they'll ask you for it. How about this "Mr Seller we have just received an offer for your property. The price is less than we had discussed but it looks like a good qualified buyer. Let's go over the numbers and the time frame and then we can discuss the way forward."

I say presentation matters. What say you?

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Comment balloon 89 commentsBryant Tutas • March 16 2010 05:10PM
Is Your Presentation Keeping You From Being A Champion..
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