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Sales Technique Article - Estates Agents: Marketing Appraisal Techniques
Qualifying Valuation Appointments
When filling out a New Instruction form you should follow this format as closely as possible:
You can cross sell Financial Services & Legal services whilst making the marketing appraisal appointment. However do not close too hard at this point in case the client feels you are only interested in cross selling and not the actual business of selling his house.
How Much Do You Charge?
Your first answer is, "this is discussed at the valuation". If the client insists before valuation then you can suggest a price over the phone of 2% equivalent to price. DO NOT QUOTE 2% BUT THE ACTUAL FIGURE i.e. "£120,000 house is £2,400, but the manager/lister/negotiator will discuss this in more detail with you when he sees you".
I don't want to sell my house, just a valuation.
Q. What is the valuation for? Sell paid for survey services. DO NOT SEND the lister out on a valuation just because the client wants a valuation and no intention of selling. If you are in doubt about the client's intentions just ask the client if you can ring back to confirm the appointment and discuss with your manager or the lister.
I don't want to pay your level of fees.
Q. what fee level were you hoping to pay? We do not charge if we do not sell your home, so there are no costs at this point. If we could get you £10,000 more than another agent would you be willing to pay more? Do you know the difference between our services and other agencies? DO NOT OFFER A DISCOUNT ON FEES just for a valuation appointment.
Put notes on the valuation form about your discussions with the client. This will help the lister to focus on the clients objectives and possible objections.
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