Three Successful Strategies for a Slowing Market
By Julie Escobar, Director of Corporate Marketing

As the market tightens and competition grows fierce, you may find yourself like many agents asking, “What’s my next move?”  Savvy sales professionals are negotiating the turn by investing in smart systems and tools that will help them compete long-term in today’s real estate arena.  Who will take the lead in both listing and selling homes as this cooling trend settles in?  Those who stay strategically focused on one-to-one marketing, negotiating effectively up front, and committing to consistent business development through monthly prospecting. 

1.  Set Your Standards High:  In a tightening market, taking listings that just won’t sell is far worse than having no listings at all.  While you may be tempted to take at any price, terms or commission to secure the listing, this is a recipe for failure. Consider instead, raising your standards using a strong, effective tool which spotlights the homeowner’s commitment to getting the home sold in the quickest possible time, with the best price and terms.  We call it our Merchandising Review and there are three very successful ways to implement this valuable tool.

First:  Make the right mutual decisions at the listing appointment.  In all likelihood, throughout your presentation your sellers will have an objection or two regarding terms such as price, commission, lockbox, etc.  Our suggestion is to agreeably shelve objection handling until AFTER you have obtained the signatures for the listing.  Then close your appointment by going over the Merchandising Review to make certain everything is in order. 

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Julia Escobar, Director of Corporate and Convention Marketing for ProspectsPLUS!  has over 20 years experience in real estate sales and marketing.

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