Here are some tips on how to think big and win big listings.
Kirk is an eXp agent in Louisiana who had invested in our LUXE designation, and during one of my online presentations, he told me that he had a big listing coming up. He had a lot of questions for us since he’d never taken a listing of this caliber before. I offered him a free coaching session to help him prepare for it, and in exchange, he allowed for his success story to be recorded and shared.
All of the other agents will show up with their CMAs, and you can use that against them.
In the hour-long coaching session, we broke down some of the mental barriers Kirk had as a first-time luxury listing agent, and then we covered some important market data. I shared some ideas and starting points on strong visuals he could use when presenting to the potential client, and discussed some things you should and shouldn’t say in a luxury listing appointment.
So, what should you say during a luxury listing appointment?
Leave your opinions at the door. Make ‘market research’ the bad guy. When you walk through someone’s home and see very eccentric decor and design choices that only niche buyers would like, a difficult conversation needs to be had; rather than saying, “I personally believe this is an odd choice,” or, “It’s my opinion that this should go,” try saying this instead: “Market research suggests that pink wallpaper might turn some people off,” or, “I don’t have a problem with the animal heads in your living room, but market research suggests that most buyers will have a tough time visualizing themselves here.”
Kirk’s listing appointment was for a truly unique home, so I told him not to come with a price if there’s no true comparables. You can certainly come prepared with a LAR report, or a luxury analysis report, but bringing a definitive list price to that first meeting with the seller is a bad idea.
First, you could turn the seller off completely—after all, you haven’t even walked through their custom-built, one-of-a-kind property yet. Second, all of the other agents will show up with their CMAs, and you can use that against them: “Mr. and Mrs. So-and-So, I did not come prepared with a price today. In fact, if any of the other agents you plan on meeting show up with a price, I’d walk them to the door. How could they give you a price if they haven’t even seen the property and talked it over with their team members?”
All of this information and more will be available in our podcast, available at https://luxurylisting.podbean.com. If you have any questions whatsoever, shoot me an email or give me a call. I’m always here to offer the tools and resources you need to keep raising the bar in real estate.
We’re excited to announce that we’re offering the first-ever virtual, interactive, Global Luxury Designation Training in July. This training is open to all agents and brokers from ALL companies. If you’re looking to work smarter, not harder, and increase your average sale price during and after COVID-19, you should seriously consider the LUXE Designation. No previous luxury home sales are required to become a Certified Luxury Specialist!
Click on the image below to access the coaching call I had with Kirk
Founder & CEO | Luxury Listing Specialist Designation (LUXE)
to see where Michael is speaking next or where his next LUXE class will be.