Take 5
How to Convince Sellers They Need YOU as Their Realtor
with Brett Waldman
TRT 3:19
Video Transcription



Brett Waldman directly addresses camera:  Does this conversation sound familiar? My house practically sells itself, so I don't want to pay your full commission. Or, XYZ brokerage only charges X percent. You stammer and stutter trying to explain what you do and why you're worth your commission, but in the end, you fail to truly explain to the seller your true value.

I'm Brett Waldman, a broker associate with Charles Rutenberg Realty in Fort Lauderdale. Let's take five minutes to talk about how you can convince a seller that you're worth every penny of your commission. 

Do you know what you're worth as a Realtor? Do you have a list of all the activities and services that you perform for the seller? If not, that's your first step. Make a list of everything that you do — from listing presentation to sale, including marketing, administrative tasks and business activities such as negotiation and being onsite for the appraisal and the inspection. I always explain that when I take a listing, I'm the captain of the ship. I'm not just putting a few pictures on the MLS. I am also representing the property from start to finish. I present the listing with high-quality pictures and marketing. This also extends to the cost of getting the property in front of the right people.  

Next, be available. Rather than just handing the listing off to an assistant. Then sell this service in your listing presentation. Let them know that you will show the property personally on demand rather than just putting a lockbox on and giving out the code to other Realtors. You will be there for the inspection, the appraisal, and represent the property to ensure that there are no unexpected problems that arise that might wind up costing the seller money.

Provide examples. Show the potential seller how you've marketed  properties in unique ways. For example, if you used Instagram stories to give a house tour, show them the story. If you use drone photography, show them that as well. Then, explain the outcome. Tell a story. For example, you could say, “I got a call from a homeowner who is trying to sell their house by themselves. They noticed I had just sold a property down the street. And they contacted me, we spoke for a while, and then they decided to go with another real estate professional who happened to cut their fees. They ended up firing that real estate agent after not receiving a single showing in two weeks. They hired me. The property needed a lot of updates; however, it had an amazing backyard. I used professional photography and purposely marketed the backyard on both the MLS listing and to a targeted group of homebuyers. We had 11 showings in just three days, and we had multiple offers in a week. And that, dear seller, is what I can do for you.”

Be positive about your competition. You should show your value and your unique proposition, not trash other real estate companies or agents. By being positive, you're showing professionalism and giving the prospective seller one more reason to hire you.

Finally, build a great reputation and show others about your stellar reputation through reviews and ratings.  A lot of business in real estate comes from referrals, doing right by the sellers, and taking pride in your profession. If you have a great following, and people know you're good at your job, they'll understand that you stand apart from others offering to discount their fees to get a listing.