By asking sellers just one question, you can articulate your value proposition.
What do discount brokers, iBuyers, For Sale by Owners (FSBOs), the Justice Department, most sellers and many sales associates have in common? They subscribe to The Big Myth, which is they believe homes sell for a fixed price. Let’s take a closer look:
The Value Clarification Question. Ask the seller this question:
“ Do you believe your home will sell for a fixed price, or do you believe there is a range of value based on the marketing and negotiating skills of your real estate professional?”
In my experience, most sellers will say, “I guess I didn’t think about that. There is probably a range of value.” Of course, there’s a range of value. Homes sell for wholesale (as-is condition) or retail (move-in ready) and everything in between. There is a range. A proper listing launch with maximum exposure can generate more offers and expand the range of value. A skilled negotiator can expand the range of value as well.
After asking the value clarification question, sales associates need to articulate their value proposition. Here’s what it sounds like:
“My job is to help you get the most value as close as possible to the top of the range. There are five ways I do this:
It’s time for our industry to explode The Big Myth and start articulating our value proposition. A seller’s greatest expense is the money they don’t make.
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