Hope everyone is having a great close out to the month and Q1! You all have put up some impressive numbers! Let's keep up the momentum.
It seems like the industry has only been focused on one thing the last couple of weeks. Here are some of my thoughts on the subject:
I’ve heard over and over again that buyer’s agents better get really good at articulating their value. Heck, I’ve said it multiple times. But what does that even mean? I believe it means this:
We must be able to communicate the complexity of what we do while delivering simplicity.
Consider this scenario for a clearer picture:
On a recent Sunday, Jen had an urgent showing with a client who believed they'd found their dream home. Post-viewing, the excitement was palpable – they were ready to make an offer on a house they had fallen in love with. It was our moment to shine, to strategize and ensure our client’s dream became a reality.
Jen's initial steps were crucial; she delved into the listing agent's background – assessing past interactions, mutual connections, and their professional track record. We then shifted our focus to the property and its sellers, exploring various facets such as the duration on the market, escrow history, equity details, and even social media connections with the sellers.
All these efforts were aimed at gaining an advantage in the negotiations. We end up shielding our client from the intricacies involved, this is the moment we must communicate the complexity. Our role extends beyond merely finding a property; it's about securing the property our clients desire.
Remember this: A good buyer’s agent’s job is NOT to find the client the property they want; it is to get the client the property they want!!
Your Value
When trying to articulate value, the basic agent is likely to distribute NAR's "179 Ways Agents Who Are Realtors Are Worth Every Penny of Their Compensation," detailing the various tasks they perform for clients.
However, to be completely transparent, a significant number of these tasks are neither challenging nor particularly remarkable. From my perspective, it resembles the presentation my 12 year old put together on why he deserves to have an iPhone, rather than a professional tool for demonstrating value to clients who are already pressed for time and overwhelmed.
What our value proposition should address are the issues that keep our clients up at night. We must solve those problems.
Here are a few items I would be using today as my “elevator pitch” to potential new clients:
Expert Negotiation: With a tagline of "Working hard to get you what you want," we bring unparalleled negotiation skills to the table, ensuring your interests are always front and center.
I would use stories like the one above to show how we go above and beyond to get our client what they want, while always trying to keep the upper hand in the negotiation.
Valuable Connections: Our extensive network includes valuable relationships with the top listing agents in the Valley. When encountering new faces, we go the extra mile, leveraging social media to find common ground and build trust akin to a private investigator.
Strategic Leverage: We meticulously analyze multiple factors—such as days on market (DOM) and transaction histories—to secure the best possible terms for you.
Informed Inquiry: Our expertise allows us to ask the right questions to uncover the full story behind a property, offering you a clearer perspective.If I don’t know them, I am scrapping social media to find a common ground to build trust. I turn into a private investigator.
Exclusive Inventory Access: With the promise of "Bringing sellers to you," we offer privileged access to off-market and premarket listings, expanding your options well beyond the visible market.
Professional Network Advantage: "Making your life easier," our network includes a range of professionals from various industries (i.e. title companies, inspectors, contractors), all working synergistically to support your home buying journey.
Being able to communicate clearly and concisely why we’re the best team in town to help clients find their new homes is vital to “above and beyond” success in real estate.
In our upcoming Wednesday training, we will delve deeper into these USPs and refine our communication strategies. Additionally, we'll tackle effective responses to common questions, such as those related to industry topics like the NAR settlement—a scenario I recently navigated in a social setting. This experience highlighted the importance of being prepared with insightful, informed responses, and I'm eager to share and improve.
Looking Ahead: The Next 30 Days
Don’t Fire Me Report Launches April 1st
Very soon you’ll start seeing the new seller update reports going out on your listings! Let us know what you think.
Here’s a sample. Link
Zillow Widget in FUB - Now Live!
This is pretty exciting! We’ve been working with Zillow for sometime now to get visibility into our CRM showing a client’s activity on Zillow. It’s gone through several variations, but now is at a place that is accessible and usable. The goal is to easily segment your database by the clients that are most likely to transact. Here are some videos walking through the widget
This one talks about the widget itself
How to login to the Widget and how to find these leads in your Smartlist
Laughton Team Annual Awards Ceremony
Don’t miss our team’s annual awards ceremony. This event is our way of thanking you for being a part of the Laughton Team family. This event will be held at Dave and Buster's in a private event location just for us! This will not be in the general public area.
Thursday, April 4th from 5:30 - 8:30
Cocktail hour/Grab Food and find a seat 5:30 - 6:30
Awards will be from 6:30 - 7:30 (approx)
Event Includes:
- Open Bar with a Bartender
- Free bowling on private bowling lanes
- Buffet dinner
- Dress attire is Business CasualIf you haven't seen the invite please check spam. It will come from EVITE. Or follow the link below!
April All Agent Meeting - In Person!
Guest Speaker: Lance Billingsley
When: Tuesday April 9th at 11am - note the time change!
Where: Skysong 1475 N Scottsdale Rd, Scottsdale, AZ 85257 Room: 103/135 - Synergy I & II
Lance and I will be covering the Buyer Broker Agreement in more detail. He’s got some great content! Don’t miss this one
Team Mastermind w/ Jimmy Mackin
Navi has secured Jimmy Mackin in for an exclusive Laughton Team Mastermind
Save the date 4/17. I’m still trying to lock down a time for this event. I’m shooting for the afternoon around 3pm.
If you don’t know Jimmy, give him a follow. He always provides great content on seller attraction and marketing. He pulls in a huge crowd at all of the Tom Ferry events. Jimmy Mackin
Must watch video
Tom and team do a great job of breaking down the go forward plan with the NAR settlement!
Lately, my focus has been on understanding the nuances of the settlement and strategizing on the most effective ways to equip our team for what lies ahead. I'm dedicated to refining our scripts and processes. Our aim is clear: become bulletproof!
Must-read book
Time to dust this bad boy off and read it for the 4th time!
Quote of the Month
Change is inevitable! We must adapt!
In the end, despite our best efforts and desires there are things that are out of our control. What we can control is the refining of our skills and a dedication to serving clients to the best of our ability! Continue to serve with your whole heart and success will follow!
-GL
コメント