Playing the value game

Playing the value game

Navigating industry disrupters and setting yourself apart

Richard Robbins, Co-founder and CEO, Richard Robbins International

When it comes to differentiating yourself against disruptive models such as zero commission real estate, remember: it’s not a price game, it’s a value game. Here’s how to play:

Understand your value

There’s a reason people choose the more expensive bottle of wine on the menu. When you recognize the value in spending more, you’re willing to pay more. This is why an agent’s track record is crucial to the sale.

I like to ask: If you needed major surgery, would you go to a surgeon who performs that surgery more or less often than his or her peers? If you’re going to sell your most valuable asset, don’t you want to work with the person who is selling more often, negotiating higher than average sales prices, and has a high success rate of listings sold?

Communicate your value

Ultimately it’s not about you, it’s about your clients. Use your first appointment to pose a series of questions (rather than talking about yourself), and once you understand what your client wants, provide a solution.

I recommend delivering a pre-listing package before your appointment. This is where you include key stats, testimonials and your marketing plan. If you really want to blow their mind, send a video in advance, introducing yourself and telling them to expect a package in the mail. Then have it sent by courier the same day.

Demonstrate your value

Always own the relationship – and own it in advance. Be a lifetime resource. Show the seller how you can mitigate the pain points involved with selling their house either by offering recommendations, or making the arrangements yourself.

Then follow up after the transaction has closed. I always say post-sales service is more important than pre-sales service. It’s what you do after you’ve fulfilled the expectations that ultimately determines your success. It’s your job to bring value to that person for the rest of their life – or at least as long as you’re working in real estate.

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Build a profitable and sustainable business that differentiates your value.

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