|
Top 72SOLD Austin agent Laurilyn Wysocki has an upcoming interview to list several multi-million-dollar properties owned by a group of well-heeled investors. Many of the homes had been previously listed unsuccessfully with traditional agents. The investors wanted an alternative to traditional real estate, so they asked Laurilyn to explain the 72SOLD program.
Since Teresa specializes in luxury home sales, Laurilyn asked her for help to win the listings. Teresa's advice? Error analysis!
DIFFERENT APPROACH
Teresa told Laurilyn that she had just listed a $6M home a few days before. Like the Austin investors' homes, this $6M property had previously been on the market with a traditional agent. Like a pack of wolves, every luxury agent in the area was after the listing. Teresa got in the door because the seller had seen our "different approach" to selling homes ads and was curious.
ERROR ANALYSIS
At the listing appointment, after the Meticulosity Walkthrough, Teresa did what she often does with previously listed homes. She offered an “error analysis”.
Teresa asked the seller:
“Would you like to know the errors your previous agent made that prevented your home from selling?” "Of course" the seller replied.
PHOTO ERRORS
Before Teresa arrived at the $6M listing appointment she scrutinized the previous agent’s online photos. There were too many photos. Several photos did not portray the home in its best light. Some photos could cause a buyer to see something they didn’t like and pass without even calling.
AD COPY ERRORS
Teresa also analyzed the previous agent’s ad copy. It was factual and boring. It did not create curiosity. It had no call to action; no compelling reason to inquire.
AFTER YOU ARRIVE
After showing sellers the previous agent's photo and ad copy mistakes, Teresa asks an array of questions about how the previous agent handled the listing.
THE PERIPHERALS
Teresa asks sellers whether their previous agent showed the home personally, and whether they had asked the seller about the “peripherals” (unapparent benefits of the home/neighborhood) so they could point those features out to buyers during showings. She points out how selling these hidden benefits make a home more unique and more valuable in the eyes of buyers.
OPPORTUNITY SHOWINGS
Teresa asks whether the previous agent positioned each showing as a VIP opportunity for buyers to see the home before it is offered to the general public. Teresa points out how this creates urgency and increases the probability buyers will make offers fast.
COUNTEROFFER INTELLIGENCE
Among Teresa’s favorite error analyses is asking sellers if their previous agent knew how to learn how much more buyers will pay over their initial offer so the sellers can negotiate each buyer to their maximum price (what we call Counteroffer Intelligence).
NOT RECENTLY LISTED
If a home wasn't recently listed, you can still use error analysis by showing sellers the ad copy and photo errors other agents in the area are making on their unsold listings. This establishes a framework for you to talk about our better way.
YOU ARE THE REMEDY
Error analysis is a powerful addition to your tool belt…a specific and dramatic way to illustrate the errors traditional agents make, and that you are the remedy.
| 
