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Sell Your Value First, Then Sell a House

17 Jan, 2019 | Return|

By Sherri Johnson, CEO & Founder, Sherri Johnson Coaching & Consulting


Add more value to convert leads into income.


That's right. You need to sell your value proposition of why someone should choose to hire you first, and then you can help them buy or sell their home.


In today's highly distracting world, it is not enough to just say you sell houses or you are a Realtor; you must add value to the process. In order to do that, you need to know what makes you more valuable than your competitor, and how to communicate that effectively. For 20 years I have said, "First we sell ourselves and our value, then we sell a house."


Each sales opportunity requires that you have a strategy, and know how to engage with confidence. Do you ask good, leading questions that help you solve their problem? Do you over-mirror them while trying to build rapport and end up having them steer the conversation (leading to "not listing at this time")? Adding tremendous value to all potential clients' situations will get you hired every time.


Follow these proven strategies to communicate what you bring to the process for the client, instead of waiting for them to ask you to go to work for them. You will get hired on the spot.


Radically differentiate yourself and your service.


Why would someone choose you over another agent? Do you know the answer? You need to not only know the answer, but also need to be able to articulate with passion and certainty what it is you bring to the table to help them reach their real estate objectives, whether buying or selling. Make confident statements that communicate what you do differently than any other agent.


Build trust and confidence.


All relationships should be authentic and real. If you seek to build a relationship on trust and confidence with a prospect, you will be starting off on the exact right foot. Actually say, "I want to build a relationship with you based on trust and confidence." These are influencing words that reinforce that you are a person they can trust and be confident working with on their single largest financial purchase or sale.


Add value to the process.


Show how you can literally add value to the sales or purchase process by demonstrating the radically different things you do that set you apart from other agents. Show them and tell them how you can save them time and money, for example. Tell them that you actually provide valuable solutions and a proven marketing strategy and home-buying system that will help them both sell and buy with ease. Adding value equals getting hired, every time.


Work at their pace and their speed.


Saying out loud that you are results-oriented and "no pressure" will instantly set you apart from other agents. The fact that you actually say, "I work at your pace and your speed; there will never be any pressure from me—just results" makes people feel special, heard and not pushed by a too-aggressive agent. They will love your work and your style and will hire you right there.


By communicating your unique value proposition, it will resonate with potential buyers and sellers that you can help them solve their situations. Honestly, having a truly value-driven mindset will get you hired. You will convert more potential clients by carefully and strategically—point by point—solving their problem, and add value in the process.


To watch my exclusive Sherri Johnson Coaching Adding Value to Buyer and Seller Prospects webinar, please email yourock@sherrijohnson.com. I look forward to hearing your success stories and welcome a call for you to find out how coaching and team coaching with Sherri Johnson Coaching will absolutely change your life!


Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. With 20 years of experience in real estate, Johnson offers coaching, consulting and keynotes, and is a national speaker for the Homes.com Secrets of Top Selling Agents tour. For more information, please contact coaching@sherrijohnson.com or 844-989-2600 (toll-free) or visit www.sherrijohnson.com.


Reprinted with permission from RISMedia. ©2018. All rights reserved.


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