So just how scared was I going on listing appointments as a new agent?
Well let’s see. On a scale of 1 to 10, #1 feeling super cool and confident and #10 being ‘lost in the forest at night with the ‘Blair Witch’ … I was somewhere around 10.5.
The pressure I felt was tremendous.
First of all, back in the day when I started in the early 80’s it was all about cold calling or “dialing for dollars” as my manager put it. The idea was simple enough. Randomly select 100 people from the phone book and ‘cold call’ them.
The goal was to make at least 100 calls per day and average one listing appointment per every 100 phone calls
Up until then I had no idea how difficult and demoralizing cold calling could be. To have people insult you and slam the phone down on you all day long. It was horrible.
So when I did finally manage to get a listing appointment there was a lot of pressure to make that appointment count!
The other thing that really terrified me was how to actually ask for their business. In other words the mechanics of ‘closing’ the sale for lack of a better term.
The real estate sales trainers/gurus at the time were all teaching these so-called ‘sure fire’ sales scripts. According to them, these scripts would somehow effortlessly lull sellers into an almost trance-like state from which they would utter those magic words… “yes we absolutely want to list with you” “can we please sign the paperwork right away…” all whilst nodding their heads up and down in perfect unison with yours like mindless ‘bobble-heads’ you’d see in the back of cars.
I know it sounds silly now but that was the state of the training in those days (and sadly still is today in many cases). All those manipulative techniques just felt really slimy and totally uncomfortable to me. It just wasn’t ‘me’.
And then there was the all too familiar pressure to simply make money that we all feel. To provide a decent living for our loved ones. Hell how about just to keep our heads above water!
However looking back now I realize that my biggest stumbling block to success wasn’t the mechanics of getting a listing… but rather it was my mindset towards winning listings. Specifically, I had a huge amount of self-doubt before I even arrived at the listing appointment.
My self-talk was along the lines of; ‘why should home owners hire me instead of one of dozens of other agents who all have an established, successful track record and I don’t’? Heck even I wouldn’t hire me instead of one of my competitors, so why should they?
(if you are a new agent reading this perhaps you can relate to this because you’re asking yourself the same sorts of questions?)
Then I made a discovery. A simple shift in thinking that changed EVERYTHING for me.
I realized one day that it is impossible for a new agent to compete with established agents based on track records and sales success – so why even try?
That’s when I started searching for my own personal strengths. The things that made me unique and that I could highlight about myself with sellers without feeling sleazy or ‘salesy’ in any way.
And that’s when I hit gold. Bingo. Jackpot. Ka-ching.
I made my list of things, qualities if you will, that I could easily and confidently offer my sellers that my competitors either couldn’t or didn’t focus on.
My list contained words like: honesty; enthusiasm; integrity; passion; dedication; etc. Then I began weaving these qualities and powerful themes into my conversations with sellers.
What used to be a ho-hum listing presentation much like every other agent’s (minus the experience of course) became my very own Power Listing.
I couldn’t compete on the ‘numbers’ with top agents in my market, but I knew in my heart without a doubt that NO ONE would even come close to working harder, with more integrity or with more enthusiasm to get their home sold than me!
And it worked.
Once I put my new found confidence together with the ‘mechanics’ of a seemless, client focused Power Listing presentation – there was no stopping me.
I consistently beat out the top agents for listings and maintained a success rate of over 80% conversion for signed listings vs listing appointments.
I didn’t realize it at the time but I’ve since learned that there is a whole other level of communication between humans that goes far beyond verbal communication. Many studies have proven this.
People can just sense when you are genuine. They somehow know when you have their best interests at heart and not yours. And this level of communication will blow all the phony, manipulative, memorized sales scripts and objection handling crap out of the water every time.
So. Are you a new agent struggling to compete? Are you battling self-doubt?
If you are… then perhaps it’s time to sit down and create your list?
What are your strengths that you can offer clients that more established agents either can’t or won’t?
Then, once you find your strengths… Be bold. Be confident. And go get ’em!
Oh and by the way… the best part is once you’re armed with your new found confidence and professional listing presentation, it won’t be long before you too have a traclk record of successful sales to your credit!
(BTW I can’t provide you with your inner strengths… but I can help you with my FREEPower Listing Blueprint.
It’s a free template of my very own listing presentation I’ve developed over the past 30+ years as a luxury agent and I use it every day to crush my competitors and win multi-million dollar listings and the best part is you can fully customize it for your own business. Just click this LINK to get your very own free copy)