How are your agents explaining their value in this ‘new world’? Do you know?
Oh, boy…..now agents have to have systems and processes for buyers that are just as strong as those developed for sellers. We have to be able to prove value. (My thought is that it should always have been that way…).
So, what should agents do? We can, and should, list the services we provide. But, you’ll find that your competition is doing that already. And, those are future promises—not always fulfilled—or believed. Aside from that, what is most effective?
Tell a compelling story.
Why? Because we believe others’ real life experiences. (These are in the past, and they happened; they are not future projections). We don’t relate to dry statistics or lists of services. In addition, we can relate to others’ experiences. We may have had similar experiences like that, too.
Some Stories Agents Can Tell
1. How a buyer without representation got caught without a clear path for themselves
2. How a buyer lost a home they loved because they didn’t have adequate representation
3. How a great agent puts their valued buyer first—a saga of you or your agent persisting in an offer situation while other agents gave up
I’m sure you can think of compelling stories out of your experience.In your trainings, explore the stores your agents have, and help them weave these stories into their presentations.
How to Tell the Story
As a member of National Speakers’ Association, I get to hear and be coached by the best speakers and trainers in the world. One of the elite trainers, the wonderful Lou Heckler, just shared his professional tips on storytelling. Here’s a synopsis.
1. Use all the senses (sight, sound, feeling, taste, smell)
2. Actually perform the story—live it
3. Create a ‘movie’ of the story (you could also do this on social media, right?)
4. Build tension in the story
Rehearse the Story First
My husband was a top radio personality for decades. He was a great storyteller. (I would hear someone else tell the joke–and then hear Dick tell the joke–and the joke always landed better in Dick’s telling….). I asked him how he was able to convey a story/joke so well. He said, ‘I rehearse”. He told me he practiced alone in the car. Then, he tried the joke/story out on a few people. Finally, he was ready for a big audience. The moral of this story: It doesn’t happen by chance! Rehearse your agents.
Create the Story: What Happens if you Don’t Represent the Buyer?
Ask yourself that question. Then, remember some stories (these are true stories…) that demonstrate your value. You’ll become memorable and people will have the best reasons to choose you!
FREE–How to Create a Great Bio to Prove your Value
This is great even for your new agents. Create confidence and professional presentation from day one. Use my worksheets to find best skills and talents. Click here to grab them.
Tip: This is a great training session that greatly increases your agents’ confidence, too.
