Case Study: An agent in Washington was competing with other agents for a listing. The seller was going to list with her competitor – who had their own local Real Estate Radio Show.
So, the competitor was almost a celebrity. Fortunately, the agent gave the seller her book. It boosted her credibility above the “Celebrity” agent. And as a result, she got the listing.
How to do it: Give away the book to the seller as soon as you walk in the door of the listing presentation.
As soon as you introduce yourself, reach out your hand (with your book in it) and say, “I wanted to give you a copy of my book that shows you how to sell your home for more money.”
Mistakes to avoid: Some agents will be uncomfortable the first time they do this. Or, they’ll sound scripted. To avoid that, practice what you say as you give away the book.
Practice it several times until you are confident in it… and it doesn’t sound forced or scripted.