About a year-and-a-half ago, I met a seller. She was a businesswoman, and her house had expired. This woman was a hard sell. She was skeptical of everything I told her. Her house had been listed twice. She knew that I had a better marketing system, a better offer. But still, she was so, so skeptical.
I gave her a great sales pitch — but nothing really impressed her.
I gave her my book.
She’s like, “This is cool. You wrote a book that shows how to sell a house.”
I showed her my listing presentation. She stopped me after three slides. She said, “I’ve seen this before. You don’t have to show me the rest of it. I’m not interested in that.”
She was just one of those people that was just not having it. She wasn’t impressed by anything.
I mean, I could have offered her a million dollars, and she probably wouldn’t have been impressed. She was just one of those customers.
We’ve all been there, haven’t we?
I was really at my wit’s end. Most sellers are impressed when I give them my book. Sometimes, they even ask for my autograph. Most sellers are impressed by my listing presentation.
For whatever reason, Carol was not that impressed. She was probably one of the toughest sells I’ve ever worked with.
I’m going to tell you how I got Carol to list her house with me. I found an opportunity.
Carol was moving some stuff out of the house — she didn’t live there anymore. She mentioned that her 20-year-old son was going to be at the house helping her move some furniture with his friend, but they needed one more person to move something big.
I was already going to be in the area to take pictures of another listing. I said, “You know what, I’ll stop by for a couple minutes, and I’ll help you guys move that one big couch, or big dresser.”
I met her son and helped out for about 30 minutes. Her whole attitude changed. She wasn’t so skeptical. She wasn’t so hard-edge. I got the listing.
She finally signed the listing paperwork a couple of days later.
Bottom line, by doing something helpful, she went from “I’m skeptical” to “I trust you.” We ended up selling her home.
You’re probably wondering why I’m telling you this story. Most Realtors are so skeptical. We’ve been burned by buyers who go directly to the builder, clients who deal directly with the listing agent, or family friends who list their homes with other Realtors.
We’ve all been betrayed by sellers and buyers. We tend to ride off these soft marketing strategies because we think they don’t work.