Probably Not a Good Approach to Listing Appointments


posted by on Working with Sellers

Got a note from a SWS reader who is dismayed by her listing ratio – that is – the number of listings appointments she goes on versus the number of listings she gets. She described her listing strategy as such: 

I deliver a pre-listing package that is first class. I just created a Comparative Shopping analysis where I compare my company to the 2 others that I always am competing against. I give it to the seller and tell them to use in their other interviews.

I do my presentation with my last question to these sellers for my close; ‘if we agree on price will you let me handle the sale?'”

Here was my response…

I don’t know you personally, obviously, but some of the things you mention sound a little pushy and counter to your personality – therefore, perhaps you don’t sound sincere or “real” when you say them. I never try to “close” anyone during a listing appointment unless I can tell they’re ready to be closed. I think it puts people off – at least it would put ME off and any warm fuzzies I was feeling toward that person would fade. I try to go into listing appointments with the attitude that I’m there to help them, that I’m the best man for the job (if I am, I’m not always!) but it’s completely their choice as to whom they feel comfortable with.  

As far as offering a comparison of the other two companies – I dunno. A few things come to mind. First, sellers hire individual agents, not companies. By bad-mouthing another company (even subtly), you’re not doing anything to make the seller love YOU; you’re just putting down the competition. In my market, every agent offers something different, even agents in the same company. I know that my listing services blow away what the guy next door to me offers, but we both get plenty of listings. It’s really more about an emotional connection between the agent and the seller.

Another thought I had about this is that by insisting that your company is better than the other, you’re almost insulting the seller’s judgment for even considering the other company and no one likes to feel that someone is questioning their judgment.   I think that having the competitive information organized in your brain is good, in case a seller asks you a specific question, but using it as a sales tool sounds risky.  

I hope this isn’t too harsh – I don’t mean it to be. I just think that sometimes we agents get so focused on the goal (GET THAT LISTING) that we forget we’re dealing with human beings who have their own sensitivities and opinions. Just be YOU, reliable, competent, knowledgeable, lovable YOU and you’ll win more than you lose!