Three Key Phrases
Win them over!
Trainer suggests three phrases to use with sellers
BY ANNE ROSS
RE/MAX TIMES ASSOCIATE EDITOR
Pricing – as always – remains the most significant aspect of a listing’s appeal, instructor Fred Peterson says.
In a series of video clips that will appear on the Agent Training On Demand site, the former RE/MAX California and Hawaii Director of Education covers several ways RE/MAX Associates can win in a buyer’s market.
“The agent who controls the saleable inventory controls the market,” Peterson says in one segment. If your sellers aren’t willing to make price adjustments, Peterson
offers three phrases that might help them change their minds:
Phrase one: “We’re in danger of having the market pass us by if we don’t make some strategic adjustments.” Using the word danger, Peterson says, raises a red flag for many sellers, causing them to seriously consider your advice.
Phrase two: “Let’s extend the listing for X months, hoping the market will rebound.” The idea is to let the sellers know that their home won’t sell in this market at its current price, Peterson says.
Phrase three: “Let’s cancel the listing and re-list when the market rebounds.” This is ideal for clients who don’t seem interested in a price reduction. Present this as their best option.
Peterson also discusses tips for working with buyers. He recommends that agents be selective and pursue motivated buyers only. Convince them that they need an agent’s help, he says. “They need us now more than ever, because they can easily get
overwhelmed by the negative news and the large amount of inventory,” he says.
Additional tips for working with buyers:
• Provide optimal service.
• Have them sign an exclusive agreement.
• Create a relationship.
• Work with real buyers – not buyers who don’t qualify.
• Build a team climate as you work toward the same goal.
• Encourage them to buy when most people are running away.
• Don’t work with buyers who are looking to flip homes – tell them this is not a good market for flippers.
• Don’t chase down buyers.
• Offer the best terms for buyers.
• Offer the best compensation for buyer agents.
SOLID ADVICE: Fred Peterson explains how to convince buyers to make
necessary price adjustments.
Copyright© 2008 by RE/MAX International. All rights reserved. RE/MAX Affiliates may copy this article and graphic. Others may not copy this material without written permission of the RE/MAX Times
Editor. RE/MAX International, P.O. Box 3907, Englewood, CO 80155; Phone: (303) 770-5531. Visit remax.com
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