Sherri Johnson – 4 Ways to

4 Ways to Help Your Agents Create More Value

By Sherri Johnson

Every agent on your roster should know your unique and exclusive value proposition, and more importantly, be able to communicate it effectively to win listing appointments. We know there are many components to a marketing presentation (or listing presentation), and how your agents deliver your unique message during these presentations is the difference between winning or losing the opportunity.

If your agents are losing listing opportunities, share these proven strategies to help create more value and help sellers realize that what you do is, in fact, significantly different than what your competitors do.

1Radically differentiate yourself and your brand. Price is what people pay, and value is what they get. If you don’t radically differentiate yourself and your value, then you look like every other agent. Know your specific and exclusive niche marketing value. Perhaps it’s that you target the buyer through your database of 15,000 to 20,000 people. Or that you provide video and digital marketing that puts their home in front of 10,000 people on Facebook. 2Have a strategy for marketing, pricing and negotiation. In addition to a marketing plan, include a pricing and negotiation strategy. Explain the value that you and your agents bring to the table to net them a higher selling price based on your market knowledge and ability to negotiate the best price and terms when an offer is presented.

3Share your ‘big five’ stats. These include your average sales price, your average days on market compared to other neighboring agents, your percent of list price to sale price ratio, your marketshare for the area and the size of your audience on social media as well as your database where you market their home. These statistics are proof-positive that your agents are the industry experts and that you have a proven track record for both marketing and selling homes.

4Ask leading questions. Asking better and leading questions helps you control the conversation and lead it down the road of what’s truly in their best financial interest— listing with you. When you ask questions, even obvious ones, you’re controlling the conversation and creating more success.

Knowing your value and having the confidence to communicate those services that set you apart is going to result in more listings. Every one of your agents should know the best and most valuable tools and services you provide, and you should know how to deliver them in a way that makes a seller want to hire you, every time, regardless of the service fee. RE

Knowing your value and having the confidence to communicate those services that set you apart is going to result in more listings.

Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. Johnson offers individual and group real estate coaching, and is a preferred coach for multiple national brokerages. She consults and speaks regularly for many leading industry organizations, including RISMedia, NAR, McKissock Learning and Homes.com.