Isabelle Fueyo 04.10.2022

How to become the seller's first choice?

Let's face it, there’s a wide range of real estate professionals: estate agents, independent real estate advisors, store-front real estate agents or totally digital agencies. Faced with this vast amount of proposals, home owners are spoilt for choice when it comes to putting their property up for sale. And since the market has a shortage of properties at the moment, sellers are in short supply too. So how can you be chosen as the partner of a sale? Here’s an overview of the best practices to attract prospects and convince them of your ability.


Start with the expectations of the homeowner
Establish a relationship of trust from the beginning
The essentials to become a partner of the client
Tips from real estate expert, Romain Cartier


Start with the expectations of the homeowner

bench-accounting-C3V88BOoRoM-unsplash

There's no point in putting in the effort if the objectives you want to achieve don't meet their expectations. So let's start at the beginning: what do sellers expect from an agency when they want to put a property up for sale?

The good news is that this information was recently studied[*]. The result? Sellers need support on the right price of the property, the administrative part. They also need to help with buyers, for example with finding the right ones, their qualification, their solvency and let’s not forget managing viewings.

It’s a tough job - Project owners admit 72% of those who plan to sell through an agency find it difficult*. Fortunately still 7 out of 10 go through a professional to sell their property.

Establish a relationship of trust from the beginning

krakenimages-376KN_ISplE-unsplash

1) It all starts with a first phone call, an email, a visit to the agency. This is an opportunity to discover and understand the seller's real estate project. It is up to you to show the expected quality of listening, availability, and to inspire enough confidence for them to let you have the keys to their home.

2) Be responsive and involved. Don't wait 10 days between a meeting and an estimate report. The seller is often in a hurry, ultimately the selling price and the sale itself is the most important to them. So, it is key to provide an estimation report within 48 hours along with a market study, the last properties you’ve sold with supporting photos. This way, the seller will be reassured about your professionalism. Moreover, do not hesitate to offer additional services to accompany the seller, such as help with moving companies and tips or even to let them benefit from your network of notaries. These personalized things allow you to create a relationship of trust with your future sellers.

3) Argue and objectify the estimated report. The more precise you are, the faster the seller will sell and at the expected price. Today, with all the existing comparisons, the seller is vigilant. The non-binding estimate is the first step that defines the quality and success of your future exchanges. When you send the estimate report, it is important to explain to the seller the price you have estimated based on the latest real estate sales in the area and the condition of the property (and the co-ownership).

The essentials to become a partner of the client

dylan-gillis-KdeqA3aTnBY-unsplash

1) Go Digital - Even if the salesperson does not spend his days on the web, he knows that the Internet is an inexhaustible source of information. You can find everything, from the latest sales to customer opinions about you and other real estate agencies. And that all day, every day.

The project leader, like 30% of the individuals who use an estate agent[**], will look for testimonies and notes from former clients. Just to get an idea of the reactions of "real people" to confirm (or deny) their feeling from your meeting. Be careful if you have "forgotten" to answer negative customer reviews: it’s a stain that you will never get rid of.

To convince people that you are the best, make sure that your website, your social networks and your certified customer reviews tell the same story.


Note: Regularly update your properties sold to attract sellers by indicating a recent sale near them.


2) Provide legal and administrative support and services  - You are the expert in the sales process and in the drafting of a contract. You’re the one who smoothes out any difficulties. You know which professionals to call on at any time. With you, there are no unpleasant surprises. Explain this to your future client and how it will relieve him of many to do’s and stress because they simply don’t know!
Anticipate the buyers' needs by including certain services that will enhance the value of the property. Things such as professional photos, minor property modifications, home staging could be included. Don’t forget the virtual visit, in many cases an essential part of a successful sale.


💡 Pro tip - Don’t pile up services just out-do competitors. The things mentioned in this article are sales tools that are becoming more and more basic expectations by buyers. It's up to you to present them to the seller, since these services have a cost.


3) Set the customer at ease - “Which buyer or offer is the best and how can I be sure that they will sign at the notary's office?” This question is on the sellers' mind and that is why they call on an agency rather than selling it themselves. So remind them of your added value activities:

  • the sharing of the ad within the professional network
  • your ability to find buyers thanks to the network of agencies to which you belong, your presence on digital platforms thanks to marketing actions and innovative solutions (for example: the virtual visit, 360° and/or video)
  • your ability to filter out the ‘tourists’ among potential buyers and select real future buyers
  • your portfolio of validated potential buyers, already interested in the criteria of the property who are just waiting to buy a property.

Tips from real estate expert, Romain Cartier

Romain-Cartier_Landing Page Banner

How to attract project leaders:
  • Have a good, clean and well referenced website. It’s the virtual visit of your agency, prospects’ first touchpoint before they become customers.
  • Be active on social networks: essential for your visibility.
  • Think about customer reviews! Not just one or two, but a sufficiently large number even if they are not all great reviews. Don't forget to answer them systematically when they point out a problem. Your reputation is also built online.
  • Pay attention to the quality of your real estate ads, which reflect your professionalism.
    • A small one on the one hand, with 3 lines with a little explanation, without a catchphrase, with smartphone photos.
    • A more detailed one on the other hand, with an introductory sentence to catch the attention, a precise description of the property, professional visuals, a virtual visit.
  • The must have to make the difference? Combine digital and field prospecting to reach a maximum number of people, for both online addicts and those who appreciate a physical meeting with a handshake.


Remember - Competition between real estate professionals is, more than ever, a reality. Establishing good habits takes time. Convincing a project owner to entrust you with their property means assuring them that you are the right intermediary to enable them, often, to start a new phase of life. It is understandable that the seller takes a maximum of precautions to secure their future sale and to make sure that you are the best. If you have any tricks up your sleeve, please share them with us.


 

[*] Sellers' journey study, Harris interactive for Meilleurs Agents, May 2021
[**] Perception & attitude survey on customer reviews, conducted with three targets: a representative sample of French people aged 25 to 75 who have used the services of an estate agent in the last 5 years, a sample of 1108 clients of Opinion System members, a sample of 285 real estate professionals, members of Opinion System, Ifop-Opinion system, 2020.

avatar

Isabelle Fueyo

French Sales Representative

To sum up

What can you do to become the seller's first choice?

First start with the expectations of the homeowner and try to establish a relationship of trust from the beginning. Go digital: make sure you have a good referenced website with reviews. Provide legal and administrative support and extra services and set the customer at ease by reminding them of your added value.