Has anyone ever asked you at a listing presentation, “Why should I list with you?”  There are many agents wanting to list my home.  If you cannot answer that question quickly with certainty, the presentation is over.  What a seller is asking here, is what make you different from all the other agents, I have interviewed?

It definitely is not about being the best.  Every top agent can claim to be the best. You have to claim something no one else can claim. Words like integrity, computer savvy, top 1% in the company, mean nothing to the seller, many can say claim it also.    It does not differentiate you.  It just defines you as more of the same. 

For example, focusing on a niche that is dear to you, like historical homes, and learning every aspect of this area of specialization will make you stand out.   This increases your likelihood of getting this type of listing, because you will gain the reputation as the expert.

You have to claim something that is going to stick in that person’s mind and want you to represent their home.  One of our clients is one of the top agents in her marketplace: she regularly makes the Wall Street Journal’s top 100 list, as do three other agents in the community.  She is known for specializing in a neighborhood, which others can claim also. When she is asked, why should I list with you?  Her answer is, “I have sold more properties in this neighborhood than anyone else in town.” 

Checkmate, the game is over.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.