Look at the headlines in the newspapers: Economic meltdown. Scandals.
Distrust. Fear. When it comes to the most valuable
transaction our clients may ever complete, it is no wonder that buyers and
sellers do their homework and diligently scrutinize us before signing on the
dotted line. How should agents prepare
for this increased level of scrutiny?
Have raving
fans. Hopefully those that know us
and respect our work are recommending us to their friends, colleagues and
neighbors. Introductions from trusted
advisors work best. Fuel the fire by
encouraging these types of referrals. The stronger and more trustworthy the
referral, the less painful the scrutiny will be. Blind dates are preferable to meeting
strangers on the street, no?
Be visible online. If
you Google yourself, what do you
find? This is what your buyers and
sellers will know about you before you’ve spoken on the phone or met in person.
Be present, and be pretty, online, because online research is an integral part
of today’s real estate agent beauty pageant. Have your own web site or an
individual page on your company’s site.
List your credentials, years of experience, licenses, degrees, designations,
trade group memberships and awards.
Remove the Facebook photos from the wee hours of last New Year’s
Eve. If you write a blog or newsletter,
make certain it is up-to-the-minute, easily accessible, and well written.
Know your unique
selling proposition (USP). Once you
pass the online first impressions test, buyers and sellers will typically
invite you for an interview, akin to the first date. Chances are that they will meet at least one
other candidate, and most likely, two or three others. How are you different and better? Be able to articulate succinctly why a
potential client should hire you.
Prep
Beforehand--Expect the hard questions:
Just like a first date, there are certain questions to
expect. Some are easy to answer, some make people squeamish, but all help both
parties determine if their match is a good one. The more you prepare and
anticipate them, the better impression you’ll make.
