YOUR EBOOK TITLE THE NEW CMA: COMPETITIVE NOT COMPARATIVE
Presentation Key #3: Leveraging your expertise. Asking the right questions and really just being a guide to help them arrive at the final positioning point is what we call leveraging your expertise. Now this is where you get to say as an agent I can recommend this, or I’m in the market right now and I can feel this is coming etc... This is where at the very end when it comes to the final position you can put in your expertise, knowledge, and recommended adjustments. Then you need to ask them where they would like to list the house. Presentation Key #4: Act as a team. This is one of those things that a lot of times agents just say this is the recommended price and this is where we should list. We’re not a huge fan of that. It is so much better for the pricing presentation and transaction if you end up working together as a team. The new way of thinking really brings everyone together. As a real estate agent, although it is very heavily relied on in the pricing process, is to aid as a guide. Your main value is going to be the negotiations in the discussion, showing them the right homes, and getting their home sold. However, the more you give them here and the better of a guide you are, the better they understand that you’re there to help them, and the more likely they are to work with you. Plus, they have trust in you in every step of the process from this point forward. The other part of working as a team that can’t be overlooked is that people that are part of a team or when people are part of creating something, they take more ownership of it. That will lead to them taking more ownership of the listing and doing more of the things that you request whether that be cleaning the house, mowing the yard regularly, replacing carpet that has a stain, or something along those lines. They will be more open to doing that because they understand the pricing and because they’re part of the team game.
Now as a team you’ve arrived at a price and are ready to sell the house. You’re not done presenting your pricing yet, because there is still a major group of people you need to show this information to, buyers.
STEP 4.1: Convey the Information to Your Sellers STEP 4.2: Convey the Information to Potential Buyers LOREM IPSUM STEP 4: PRESENT THE COMPETITIVE MARKET ANALYSIS
You spent all this time doing the pricing process and finding the true market value. The next question is, how can you use this information to help the house actually sell?
When buyers are out looking on the market many of them are obviously in the mindset of trying to find the house that they love. Many of them are okay with paying what the market asks for a house. They understand that it’s competitive and that this house (if it’s in really great shape) is going to be one of the gems out there. Many buyers also understand that the longer a house has sat on the market, it’s more likely they’re going to be able to get a deal on it. So that being said, what we really want to encourage is the understanding of a home’s value right off the bat so that buyers don’t sit on the sidelines and wait and see if it comes down to try and get a discount. They know when they see the right value for a home, and when they do, they take action.
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