7 STEPS TO THE RIGHT IMPRESSION BY WILLIAM STEWART
Valuations and Instructions are key to any successful estate agency. Making the time to approach each individual appointment the right way can mean the difference between getting the instruction and not getting it.
7 Steps To The Right Impression1. The appointment2. Introducing the valuer3. Hand deliver the appointment letter4. Pre-call the appointment5. Carry out the valuation6. Hand deliver the valuation letter7. Follow up call/visit to discuss the valuation.
The AppointmentOnce you have ascertained that the client is looking to sell and would like a valuation, don’t rush into booking the appointment: Discuss why they are moving, what they liked and didn’t like about there house, whats important to them, timescales, get them to describe there home, basically anything that allows detail, shows interest and builds your relationship with the client(s). Show excitement at the property, mention actual buyers that would/could be interested by name, other comparable successful sales you have had recently and throw in a a few beniffits of your service that helped that sale. Don’t forget to mention how market conditions could be favourable, and have some market chat. Book the appointment. If you are not the valuer make sure that you introduce them to the person conducting the valuation before they leave. State his full name and position. This can be done face-to-face or transfer the call.
Introducing the valuer If face-to-face The introduction should be exciting. “John! this is Mr & Mrs X, you wont believe it but they have one of those great properties by..near…at… I really want this one on with us… I have great buyers for it so make sure you look after them….” The Valuer should mirror the excitement and attempt to make casual conversation, and build a basic rapport. Why are you moving? That place is great.. That is great for schools my kids went there… etc… casually show local knowledge and re-touch on local success and experience. Finally let them know as the valuer what you are going to stop by and hand drop the appointment letter along with any additional info.
Hand deliver the appointment letter As simple as it sounds, go knock on the door and hand deliver the appointment letter and any additional info. It gives you another chance to show you are providing a better service then you competitors and you can then build a little more of a relationship. Again show excitement at the property and let them know you are looking forward to the valuation. DO NOT DO THE VALUATION THERE AND THEN! (if they ask, let them know you have another appointment to get to, and you really want to give them the time they deserve.)
Pre-call the appointment On the day of the appointment, pre-call the client in the morning or a few hours before hand to insure it is still convenient to go round. You have now talked with the client three times before even doing the valuation, and its likely your competitor has only spoken to them once.
Carry out the valuation Do your Valuation as normal. In your pitch mention at least three times that “I really want your business”. If there is opportunity to close on the instruction then do so.
Hand deliver the valuation letter If you didn’t get the instruction then this is another opportunity to close. Pre-call to make sure they will be in and as before hand deliver your valuation letter and knock on the door. Ask how the other valuations went (if any). Mention again “I really want to sell your home for you”, and “what are you thinking are we your first choice?” Gage the situation and see if there is opportunity to close.
Follow up call/visit to discuss the valuation. Follow up after dropping the valuation letter and see if you can go round and discuss the valuation and how “we” would like to proceed. Push for the instruction and if you cant get a commitment, get them to commit to meet you again based on their timescale, next week, next month etc..
Obvious difference in service MY COMPETITORS MY BUSINESS1.The appointment 1.The appointment2.Introducing the valuer 2.Introducing the valuer3.Hand deliver the appointment letter 3.Hand deliver the appointment letter4.Pre-call the appointment 4.Pre-call the appointment5. Carry out the valuation 5. Carry out the valuation6.Hand deliver the valuation letter 6.Hand deliver the valuation letter7.Follow up call/visit to discuss the valuation. 7.Follow up call/visit to discuss the valuation. The difference in service is now obvious, I have had contact with my soon to be vendor 7 times. 4 times even before the valuation has taken place. My competitor is likely to have only had contact just 3 times. WHO WOULD BE YOUR CHOICE?
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