It’s no secret that Realtors, much like any other professional service, say accountants or lawyers, are seen by the public as homogenous. There are so many from which to choose that we all looked at as the same. The trick for any professional to make an impact and generate business is to network in an attempt to stand out, or to embark on an extensive marketing campaign. In the end, we all still look the same, since we are all doing the same thing.
The biggest, and most common, proof that the public perceives us in the same light is when it comes time to list a property. Instantly, the first question asked is: “how much do you charge?” When the discussion turns into an issue of how much commission is charged, then it should become clear that the potential client does not see your value as a real estate agent. When this happens, the discussion should be changed to not what you charge, but what you do.
Suppose this: When was the last time you saw a sale at the Apple Store? Apple is so confident with the quality of its products and services that it can charge a premium. Its products are both high quality and deliver on their promises and give the consumer satisfaction in those results. If you don’t know your own worth then you are therefore unable to convey that to the public. And therefore you will just blend in with the rest.
I have had the pleasure of showing my value and what I deliver to my clients on numerous occasions. I show them results and give them results. I emphasize my negotiation skills with them first. If I can’t negotiate my value and, therefore, my pay cheque, with them then how could they possibly trust me with their most valuable asset?
Know your value. Know your results. Know your market. And know how to educate the public. Show your value. Show your results.
Thanks to my clients over the Summer who have made this an exceptional year so far leading into the busy Fall Market. I look forward to continue giving my trusting and amazing clients the results they expect.
For more information, please contact me directly.
Andrew Murray, REALTOR