"Door-to-Door Mastery: Unveiling the Emotive Path to Property Sales & Rentals
An example of a scenario when knocking on a prospect's house that is for sale and you're looking to list that property - Note it works the same way for rentals:
Estate Agent: "Hello, I'll be upfront. I'm one of those dreaded untrustworthy estate agents everyone loves to loathe. If you'd like me to leave, just say the word. Alternatively, let me have 30 seconds of your time and then decide? Sound fair
I’m very inquisitive - Can I pry a little? How did the house/property sale go?"
Prospect: "Well, we haven't sold our house yet."
Estate Agent: "Why do you think that is?"
Prospect: "Hmm, I'm not sure. We have it listed with ABC agent for the last 2 months."
Estate Agent: "It seems like you're not in a hurry to sell."
Prospect: "No, we are."
Estate Agent: "It sounds like you're not happy about that."
Prospect: "Yes, I need to sell."
Estate Agent: "That must be frustrating."
Prospect: "Yes, it is. I’ve had the house refurbished and spent a lot of money, I found another house that I love and don't want to lose it."
Estate Agent: "So it’s been on the market for 2 months after spending a lot of money, and it sounds like you’re anxious to sell as well as frustrated. I would be too."
Prospect: May well vent some more emotion.
Estate Agent: “Now, if you found a solution with another agent that had a number of potential buyers, what would you want to do next?"
Notice how the agent drills down to the emotion. People buy or will change agents if you can hit an emotion. People then justify intellectually.
It's possible to approach the seller and propose signing an agreement with you to start after the current contract with the other agent expires. This agreement would essentially be a listing agreement, granting you the right to market and sell the property once the sole agency agreement with the other agent concludes. Alternatively, they can go multi-agency with you.
*Note-If someone says, "Why do you think it’s been sold?" and it’s got a for sale sign outside. Agree, say, "I know it’s been up there for a while. I thought it must have sold and been overlooked."
Agents generally know how long a property has been on the market. Always let the prospect tell you how long it’s been on the market. Again, you’re feeding into their emotions.
You need to drill down on a specific symptom/problem if they agree more than one is troubling them. Below is a further scenario that shows how to delve deeper into your prospect to get to their pain/emotion:
Agent: 'If you had to choose just one problem/symptom to fix, what would it be?'
Prospect: Chooses a problem.
Agent: 'Can you tell me more about that?' Follow up where necessary with 'What do you mean?' or 'Can you give me an example?' Let them tell you a story about it.
Agent: 'That sounds frustrating.'
Prospect: 'Yes.'
Agent: 'Sorry, I missed that.' Agent pretends he has not heard it.
Prospect: 'Yes,' more loud and powerful yes!
Agent: 'How long has this been going on?' Carry on with, 'What happens when you complain about it? What do they say?'
Prospect: 'They say...'
Agent: 'Ah, I see. So that fixes it?'
Prospect: 'No.'
Agent: 'Sorry, I missed that.' Agent pretends he has not heard it.
Prospect: 'No,' (louder).
You've got to get them to a point where it hurts.
Let the prospect vent and then give them your solution. Some people are aware of their pain, while others need help recognizing it.
It works because people are programmed to answer questions. And what do people like talking about? Themselves. And do people like moaning? So you're onto a winner.
Taking the Authority When Selling: The Number One Thing to Do
If you are asking the questions, you control the conversation and take authority as the person relaxes and starts to trust you. You need to challenge people by answering questions with questions. Note that if you answer a question with a question and they ask the exact same question again, you should answer it directly to avoid annoyance. Socratic questioning helps people become more aware of their assumptions and beliefs. It helps them challenge (and change) their thoughts by looking at the evidence that supports or refutes their beliefs and drills down to their emotions. People will buy or switch suppliers emotionally and then justify their decision intellectually.
By this point, you have made the prospect aware of their emotions and frustrations. Now, let’s add the identity element:
Estate Agent: "I understand your frustration. Many people who find themselves in this situation stick with the same old methods and agents, hoping for different results. But you're not like them. You're part of a select group of smart, proactive individuals who want the best outcome and are willing to make the right changes to achieve it."
Prospect: [Engages more, possibly sharing more frustrations.]
Estate Agent: "People like you, who take action and choose the right partners, often find that their decisions lead to much better outcomes. You see, the majority of homeowners continue to struggle because they don't step out of their comfort zones or seek the best advice. By considering a new approach, you're already ahead of the game. You’re positioning yourself with the successful few who understand the importance of quality and reliability in their agents."
Prospect: [Nods in agreement or provides more insights.]
Estate Agent: "Imagine being part of an elite group that doesn't just list properties but actually gets them sold quickly and efficiently. Wouldn't you want to align yourself with that kind of success? Choosing [Your Agency] means joining the ranks of those who refuse to settle for mediocrity and demand the best for their investments.
OR- Here's an alternative identity element
Establish Trust
"Let me tell you about a recent client of mine, Sarah. Initially, she was very skeptical about working with an agent due to past experiences. Like many people, she found it hard to trust real estate agents. However, after working together, she realized that not all agents are the same."
Introduce the "Them vs. Us" Dynamic
"As an agent, I've seen firsthand why many people have such little trust in real estate agents. Unfortunately, there are a lot of agents out there who employ questionable practices and prioritize their commissions over their clients' best interests. This is why only 1% of people trust real estate agents. You’re obviously smart and don’t want to be part of the group that falls victim to these poor practices."
Highlight Your Commitment to Transparency and Integrity
"I believe that trust is earned through transparency and consistent actions. From the very beginning, I make it a point to keep my clients informed at every step of the process, ensuring there are no surprises. My commitment to integrity means that I always prioritize your best interests. My clients choose to work with me because they know they can rely on me to be honest and straightforward."
Create Identity Around Trust
"Think about trust from a psychological perspective. People tend to trust those who are consistent and transparent. My identity as an agent is built on these principles. When you choose to work with me, you’re joining a group of clients who value honesty, transparency, and reliability."
Provide Concrete Examples
"For instance, I always provide detailed market analyses and thoroughly explain my pricing strategies. I’m available to answer any questions you might have, no matter how small. This approach has helped me build long-term relationships with clients who now recommend me to their friends and family."
Addressing Concerns
"I understand you might have some reservations about working with an agent. What concerns do you have about the selling process? Let’s address them together so you can feel confident moving forward."
By establishing trust, creating a clear "us vs. them" dynamic, and emphasizing your commitment to transparency and integrity, you can build a strong sense of identity for your clients. This approach helps them see the value in working with you and positions you as a reliable and trustworthy choice.
Call to Action
Let's pretend you like what I'm saying and feel confident that I can sell your house, and the next step is to sign a contract
So, what would you like to do next?