The HOW TO Guide of Listing Presentations
Instructor: John Henderson
Module 1 Lesson 2 – Supercharge Your Bio
Craft your biography to say, “I am the right person for the job.”
It’s perfectly normal behavior to size up people. You judge their personalities, attractiveness, wealth, social standing, intelligence and dozens of other metrics the moment you meet someone. In the same way, your clients are making several judgments about you too. They are curious about you and your abilities. Unlike agents, clients have no legal or ethical code to guide their judgment. So, it’s up to you to shape and offer an opinion of yourself they can willingly accept. Sharp agents anticipate what questions to expect and skillfully communicate the correct answers BEFORE their clients start wondering. Answering these questions early in the presentation helps clear client’s thought processes so they can really listen to what you have to say.
Here are 5 questions your clients are wondering about you – but will never ask:
Does this agent understand this business?
Is this agent passionate about this business?
Does this agent understand and care about my needs?
Will this agent work to meet my expectations?
Will I ever be sorry I hired this agent?
Develop a brief biography that’s designed to answer each question. Think about how all five questions can be answered in one clean, clear statement.
Try this sample format:
“I know it’s important to choose the right agent when selling your home. So, let me tell you a little about myself and you can judge for yourself if I would be a good fit for your needs. (Add data about yourself that demonstrates local knowledge, stability, experience.)
I have been handling real estate transactions for X years. I’ve sold dozens upon dozens of homes and I absolutely love being a real estate agent! Before becoming an agent, I worked as a (name a job title or industry). So, making sure your transaction is (name a benefit or two that your experience brings with you.) is very important to me. I have found the best job I can do for a client is to look at the transaction from your point of view and do all negotiating from your perspective so that I meet all your expectations.
In fact, I know that I’ve done a good job for you when a year from now, after this home has sold and you’re in your next home, you will look back at this transaction and smile knowing it was one of the best decisions you’ve ever made. That’s my goal for you.”
The good news is, you can adapt this method to any agent. The key is framing information in a positive light. Don’t have much experience to brag about? That’s OK. Focus on your youthful energy and motivating drive to successfully sell houses. Work for a tiny brokerage? Focus on having fewer clients makes each one more important. Work for a large brokerage? Focus on corporate strength and resources. Don’t merely offer data. Instead craft your bio to demonstrate the benefits of using your service.
Using smart verbal and non-verbal communication skills, guide your client to think the best of you.