Be Cautious During the Listing Presentation

Please read this before inviting a prospective Realtor to your home to make a sales pitch why he is the best candidate to sell your home.

Whether it’s a Realtor or a vacuum sales rep, there are common tactics used to get you to sign on the dotted line. When deciding which agent will represent you for the most important purchase or sale of your life, beware of certain tactics used.

Many of these examples come from the book How to Become a Power Agent in Real Estate, by Darryl Davis. The purpose of this book is to get agents to double their income in 12 months. It is an older book, but the principles are still applicable.

The first step in the process is to build rapport. Be careful with this. According to Davis, part of this process will include personal questions such as what is taking you and your family out of town, where you’re moving to, etc. These questions aren’t just to break the ice. They are to find out if you are committed to aggressively selling your house. If not, Davis says (in reference to buyers not committed) “… refer her or him to an agent that hasn’t read this book!” I guess if you’re not able to contribute to a Realtor’s doubled income, you’re not worth their time.

When agents tour your home to gather information for the CMA, or Comparative Market Analysis, they may point out problems with your home and make noises such as, “hmmm.” All this is so you are more willing to accept a lower sales price for your home.

When discussing what they will do to sell your home and why you need a Realtor, he focuses on how much Realtors do. Ironically, in much of the rest of the book, it talks about why Realtors should try to get more listings… because it requires so much less work. He even gives an example of a Realtor that was in a truck accident and wound up in the hospital for a few months. The focus was that since he had a lot of listings, he didn’t need to worry because he would still be getting paid – even while doing nothing. I will dedicate other blog posts specifically to address this sales tactic.

Finally, when the listing presentation is all done, Davis explains an effective way to get prospective clients to sign on the dotted line. He says, “As you’re filling out the paperwork, you don’t want any silent pauses. If there’s silence, they start thinking…” He continues on the next page in regards to when you hand the contract to one spouse to sign, “The key is to involve the spouse so the two can’t communicate.”

I’m baffled. I’m truly baffled. Does the real estate industry really want a bunch of clients that aren’t able to communicate with their spouses, or worse yet, aren’t able to even think about a decision this important.