PRICE REDUCTION SCRIPTS
Script #5. Well this is rather silly because everything I read says that the prices are going up!
That’s a very good observation Mr./Mrs. Seller. The problem is that sometimes when the information is published in the newspaper, they aren’t very specific about exactly what is happening. May I explain? (Go ahead)
When prices go up in a market as broad as ours… certain price ranges go up when other price ranges stay flat or even go down. Your home is in the $300,000-$400,000 price range. There is an excess of inventory for those homes. The price range that is going up in price is the next level below you…the $200,000-$300,000 houses. We need to act now. Can I tell you what we should do? (Yeah, I guess)
The good news is that most of the other Sellers in your price range haven’t figured this out yet… we have an opportunity here! Let’s reduce your price by $15,000 down to $349,000 before the competition catches on. That way we will beat them to the punch. Make sense? (I guess it does)
Let’s sign the paperwork right now for $349,000, fair enough? (All right)
Script #6. What difference will it make… we are not getting many showings anyway?
You know Mr./Mrs. Seller, at first glance what you’re asking makes sense. The fact is though… there is an opportunity here that we are missing. May I explain? (Sure)
You see when a Real Estate agent is working with a Buyer, the agent looks at the price range that the customer can afford and then chooses from all the houses up to their maximum price range. For example if a customer said they could afford up to$$400,000… the Salesperson would look at all the properties for sale up to say $425,000. Any homes above that amount are ignored. We need to reduce your home $15,000 down to $425,000. Let me tell you the difference that will make. (Go-ahead)
This will open up your home to a whole new group of Buyers! All those customers who were maxed out at $425,000 have never been exposed to your property… let’s reduce it right away to $424,900 so we can broaden the group of Buyers who would love to see your home. Let’s sign the paperwork right now, okay? (You bet)