1:35 minute read.
It's perfectly normal human 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 these questions and skillfully communicate the correct answers BEFORE their clients start wondering about them. Answering these questions early in the presentation helps clear client’s thoughts so they can really listen to what you have to say.
Craft your bio: “I am the right person for the job.”
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?
In our training, we encourage agents to develop a brief biography that’s designed to answer each question. Here’s my personal bio. Think about how this statement answers all five questions in one clean, clear statement:
“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. I live here in Rockford. I’ve been married for over 30 years to Ruthie and we have 2 sons who graduated from Rockford High. I have been handling real estate transactions over 20 years. I’ve sold 100’s and 100’s of homes and I absolutely love being a Realtor! Before becoming a Realtor, I was an accountant. So, making sure your transaction is financially accurate and profitable 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 that house. 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 your service.
Using smart verbal and non-verbal communication skills, guide your client to think the best of you.
And, kick your competition to the curb…with a smile.