The Agent's Edge by Jordan Cohen

Author:Jordan Cohen
Language: eng
Format: epub
Publisher: Harpercollins Leadership
Published: 2023-03-28T00:00:00+00:00

9

PUTTING THE AGENT IN REAL ESTATE AGENT

When I first started thinking about writing this book, I knew I wanted to share my listing presentation, but I had one hesitation. Most trainers use scripts, but I never think of my presentation as a script to be memorized. That may seem odd given all the language I’ve given you to use, as well as the way in which I’ve set that language apart by using a different font. If it were anyone else’s book, I’d say these all look like scripts to me. But I do not consider this to be a book of scripts because the word script implies something you recite verbatim, as if the language itself will somehow transfix those who hear it and will magically win the listing interview. Here’s the sad reality: sellers will forget most of what you say before you even get up from the table and leave their house, but they will remember how we say it. Excitement and confidence are contagious. When sellers hear the passion in our voices and feel the confidence exuding from us, they catch it. They may not remember all the details of our marketing plans, but they will not forget our enthusiasm for the job of selling their home.

Show, Don’t Tell

Enthusiasm and confidence describe the core of who we are as real estate agents. Remember, our job is very much like what a sports/entertainment agent does for their clients. We are the agents, and houses are our stars. Any agent who takes a half-hearted approach to finding their client their next gig or endorsement deal won’t be in the business very long. Effective agents aggressively promote their stars with enthusiasm. They believe in their clients, and they are out there every day, doing their best to get sponsors and studios and teams to believe in them, too. Again, we are agents and our listings are our stars. Most sellers never make this connection, which is why we need to do it for them. Let me tell you, when we do, sellers love it. I say it like this:

“After I send out the brochures, I will follow up with phone calls to all the homeowners in your area for whom I have their contact information. Let me tell you why. I’ve sold a lot of homes to actors and athletes, and one of the things I’ve learned from them is that their agents don’t sit back and wait for deals to come to them. An actor’s agent works the phones, calling studios, pushing their client for that next big part. A great athlete’s agent gets out there and finds off-field promotions for their clients. They don’t wait for Subway to call or for Nike to come around with a shoe deal. The best agents are on the phone every day, promoting their client.

“I am a real estate agent. Just like an agent in the world of entertainment, I will work the phones, calling not just others in the business

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.