If they say that you’re the right person for the job, use this script: “Great. Let me ask: ‘Assuming we can agree on price and the numbers make sense, are you open to listing your home with me?”
If they say yes, then move on to pricing.
If they say no, check in with them on what they need to be open to it. In many cases, it might just be the price that will help them make the decision. Often times when you ask that question you’ll hear: “We like you, but we want to see what price you recommend first.”
This is all a good thing. Run with it and move on to pricing.
Pricing
The single most important factor in selling a house is pricing it properly.
And, while nobody has a crystal ball, pricing the house to sell in the seller’s time frame is the goal you need to achieve every time.
You don't want to overprice the house because statistically, speaking after 21 days, demand and interest dwindle significantly. As well, homeowners can lose as much as 1.2% of their home’s value for every month the home stays on the market longer than it should.
Conversely, pricing it too low shouldn’t be a concern because competitively priced homes can create a multiple offer situation that can then drive up the price to market.
In the end, pricing is all about supply and demand. The better the home is priced and the more demand you can create for it, the faster it will sell.
Now, since you covered the market in detail as we discussed in part one of this series, covering pricing and getting agreement with your sellers should be a little easier at this point.
The ideal thing to do is to bring 8 to 10 comparable sales with you and use five of them. It’s okay to use actives, expireds and pendings to strengthen your pricing strategy, but sold listings are what you need to use to get the property priced properly.
Once you’re ready to cover pricing, take out a sheet of paper and set it up like this.
Start at the bottom of the page and list the pertinent data for the comparable sale that would be the lowest price at which you would list the home.
From there, work your way up the page until you list the data for the comparable that would be the actual price (or very close to the price) at which you would list the home.
If they say they need more information, continue with the presentation and use the same close at a later part of the presentation in an effort to gain their confidence in you.