As a listing agent, your frame of reference must revolve around sellers
By Rich Sands
My first broker told me 27 years ago that “you have to list to last,” and it’s still true today. One of the best things an agent can do to ensure their business will prosper in any market is to become a better listing agent. The best place to begin that process is with your mindset.
The mindset of the listing agent is different from that of a buyer’s agent. To be a top-notch listing agent, you have to think like one, believe like one and prepare like one. It’s important to visualize yourself as a listing agent. Visualization is the systematic practice of creating and strengthening strong, positive mental pictures.
As a standout listing agent, your entire frame of reference should revolve around sellers. Buyers are nice, but sellers rule. Listing agents think about finding sellers. Asked the big question (How’s the market?), listing agents answer in terms to which sellers can relate.
Take that mindset and drop it into your marketing and branding. The listing agents market themselves as such. By creating that focus with the recipients of your marketing, you will reinforce it in yourself. There is a plethora of places to share your information, strengths and expertise to position yourself to get the call from that potential seller. Some traditional methods of positioning might be postcards or newsletters, while 2020-type methods like blogging, video and podcasting connect with a different audience.
Responding to sellers’ needs
To be a fabulous listing agent, you need a disproportionately high amount of emotional intelligence (EQ) to go with your informational intelligence (IQ). Emotional intelligence is two-fold: there is the intrapersonal part—how well we know ourselves (having self-awareness, self-management, understanding your strengths, and self-motivation), and the interpersonal part—how well we do with others (displaying empathy and managing relationships). The great listing agents understand themselves, others and the relationship between the two. If you plan to connect with your potential clients, understand how they feel and how you can best help them, you have to be self-aware and empathetic. The relationship between these two traits allows the truly great listing agent to anticipate and then respond to the seller’s needs.
Why a seller should work with you
Employing your informational intelligence will then help you successfully provide solutions to meet the seller’s needs. Author and motivational speaker Simon Sinek said, “People don’t buy what you do, they buy WHY you do it.” You need to deliver information in a way that allows people to understand the benefit of working with you.
You also have to show a potential seller how the process works and what’s in it for them. Once you are prepped and possess the proper mindset, you have to deliver. The most effective presentations are visual as well as verbal. Each point should be anchored with a visual. The visual elements will enhance the connection you are forging with your client, as well as being the most effective way to transmit your message. All of this is a preview of how you will list—and ultimately sell—their home.
