HOW TO BECOME A GREAT LISTING AGENT Written by Dirk Zeller on Thursday, 29 July 2010 7:00 pm
Close More Deals – Qualify homebuyer leads fast and free When we analyze an agent’s business, we have to look at the break down of their listing transactions versus buyer transactions. Better than 90% of agents do far more on the buyer side of the business than the listing side. Once we understand and accept that fact, the question is why. I have met few agents who wouldn’t like to dramatically increase their inventory of listings.
Most agents really want to close more business on the listings side. When you compare the listing side versus the buyer side, a couple of questions come to mind. Which one is really tougher? Is it easier to find a listing prospect or a buyer prospect? For me the choice is obvious. It is far more challenging to find a listing prospect than a buyer prospect. Buyer prospects are relatively easy to find. That is why most agents work with more buyers than sellers. They often take the leads that are presented to them, and what are presented at a higher rate are buyers. Who makes the most money in your marketplace: a great listing agent or a great buyer’s agent? Who has more time off with their family? I know that the answer in both cases, when done well, is the listing agent. In the final analysis, it’s harder to become a great listing agent because it takes more skill.
There are, in fact, a series of skills that must be mastered or perfected to become a great listing agent.
1. Discipline: To be a great listing agent takes more discipline. Nothing of consequence is ever accomplished without first developing and mastering the skill of discipline. Too many agents view discipline in a negative mindset. Discipline is really a positive skill and attribute. Webster’s defines discipline in a number of ways, but here are a few of my favorites: “an activity, exercise, or regimen that develops or improves skill”, “behavior in accord with rules of conduct”, “to bring to a state of order and obedience by training and control”. All of these describe discipline as a behavior, act of will, or action. That is exactly what discipline is in sales.
To be successful as a listing agent, we must be more disciplined in our prospecting, lead follow-up, sales process, and sales skills. There will be many days that you won’t feel like doing what is necessary to create the listings you want. It will be easier to give yourself a pass for the day. Discipline is the mindset and skill that will not allow that to happen.
2. Mastery of Scripts and Dialogues: Being able to deliver compelling arguments and reasons for a prospect’s need to meet with you or list with you separates the marginal performers from the Champion Performers. You must know what to say exactly in all situations. You also need to have the correct delivery, pauses, inflections in your voice, and persistence.
When your skills are at the Champion level, it will increase your focus. It will increase your intensity in the moment of competition. Mastery skills will lead you to better preparation and, ultimately, a better attitude. With a stronger attitude of your expected success, you will be more prepared to weather the rejection that will come your way.
3. Control of Your Schedule: Maintaining your pre-determined schedule leads to more business. The prospecting and lead follow-up segment of your business is challenging enough for most agents. The vast majority of agents are trying to work those activities somewhere in their schedule only to find that, at the end of the day, they haven’t completed them; and now they are too tired to do them regularly.
The only way to consistently secure listings is to prospect consistently. The only way prospecting can be done consistently is through time management and effective scheduling. There is no other way, so stop trying to find it or invent it.
4. Hard Work: I will be the first to clearly state that becoming a great listing agent is harder work than going along with your buyer business. I have never been one to suggest that the easy path is the right path. Too often, we select the easy path hoping we can avoid the harder trails of success. You will know you are on the road to success when things become more difficult.
The road to success is uphill, not down hill. Beware of the men trying to sell you the road to success he has found that is down hill all the way. Too often, we don’t use that little voice inside us that says, “If it sounds too good to be true, it probably is too good to be true.” Expect to work harder to become a great listing agent than a buyer’s agent. The real question is, is it worth the effort? As an Agent who ran his business both ways, I will say there is no question that being a great listing Agent is worth all the investment of time, effort, energy, practice, and skill development. In the end, the time to change is now. What is your first step? What do you need