Securing a listing is the first step in a real estate agent’s job to selling property, which is why Justin Taylor has come up with a method that suits him.
On a recent episode of Secrets of the Top 100 Agents podcast, Canberra-based agent Justin Taylor has revealed how he approached a typical listing presentation.
“When I first started 16 years ago, I was taught two visits,” Mr Taylor told host Phil Tarrant.
“The first one would be a walkthrough of the house, about 15- to 20-minute appointment to have a look at the house, take notes, have a bit of a chat, build some rapport. And then you’d tee up the second, which was the presentation.”
This approach might be suitable when you are a fresh agent with time on your hands, but as Mr Taylor got busy, this method did not work for him.
He decided to pull the two meetings into one.
“I establish, before I go out to the home, are you just wanting a price update at this point, or are you definitely selling?” he said. “If they’re definitely selling, that’s an appointment that I allocate up to an hour and a half, sometimes two hours.”
He makes sure it is clear how long the appointment will be before he arrives at the client’s home. If it is just a price check, he will spend no longer than 30 minutes at their home.
When it comes to the lengthy presentation, Mr Taylor makes sure there is structure.
“I try to establish what they’re trying to achieve,” he said.
He gets an idea of the time frame, whether they have sold before, where they want to buy a new home, do they need help to get there and whether they have interacted with an agent before.
When he fires off these and other questions, he jots down a lot of notes. What they say will determine what is essential, and that will determine how he deals with the client.
Mr Taylor does not take a pushy approach to try and secure a listing on the spot; he takes a path to fill the client with confidence as he trusts he has delivered enough information and built enough rapport to make them feel comfortable.
“You’ve got to use positive affirmations along the way,” he said.
He ends his presentation with his marketing fee, and at that point he usually feels confident he has secured the business.
“But I’m not going to push them forward. I’ll let them get back to me when they’re comfortable,” he said.