Daily Real Estate News  |  June 30, 2008  |   'Listing Conversations' Can Win Clients
In effective listing presentations, sales associates act like coaches, listening to what sellers need and brainstorming solutions.

If a seller's home is overpriced and he or she is looking to purchase a replacement that costs substantially more than the current residence, the associate shouldn't focus on the weakness of the market, the seller's lack of money, or other reasons why this goal cannot be met. Rather, the associate should brainstorm ways to make the seller's goals happen.

Among other things, determine whether the owners of the home the client wants to buy would be willing to accept less than the list price, and ask the client whether he or she is willing to reduce their asking price as well.

In acting like a coach, associates should take into consideration the seller's commitment and spell out the most effective way to market the home. As part of the strategy, associates should invite the seller to take action by hiring them to sell the property.

Source: RISMedia, Darryl Davis (06/27/08).

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