A COMMON COMPLAINT… ask any Consumer who has sold a home on the MLS system "What was your biggest frustration with the process?" and 98% of them will answer, "My Realtor never kept in touch… they never let me know what was going on!". Most Salespeople don't start off with a new listing by informing their client that "You will not be hearing from me very often. I will make sure that you are kept in the dark most of the time!". As a matter of fact we tell them the exact opposite. So why is this complaint so common? What goes wrong?
Here is your ACTION STEP… when a property sells fairly quickly, there is no need for ongoing updates from the Salesperson. It is when a home is not sold that the system breaks down. Most Salespeople develop an acute case of "Creative Avoidance". Why?… because we have a hard time communicating bad news. The reality is that when a property does not sell, the lack of results can only be attributed to one thing… PRICE. We don't want to tell our Sellers what they need to know for fear of their response. This is ridiculous! It is our job to tell them the truth. Otherwise it would be like a Doctor not informing a patient that they have a terminal illness! Not acceptable. Here's what to do:
1. Schedule time in your calendar (Friday afternoon is a good time) to call all your Sellers and give them an update EVERY WEEK. Tell them you will be calling so that you are being held accountable. This way you will stand out as being different… that's what the Top Professionals do.
2. Here is a great rule to follow… if you have to convey bad news… always ask permission (eg: "Can I give you the bottom line here?" Or "May I be totally upfront with you?"). Price, condition of the house, Buyer comments, etc. It makes your job easier and it helps prepare them for what they need to know.
No more "creative avoidance". Do your job and call your Sellers every week. Do not "wimp out" by just sending them an e-mail. Your Sellers need to hear from you personally. If you want to be different… this is a great place to start. NO Excuses.