Putting the Gloss on Your Sales Pitch in Commercial Real Estate Agency
Why should the client or prospect choose your Commercial Real Estate Agency above and beyond that of other real estate agents in the local area? It is an interesting question. Many agents struggle with the answer.
Let’s raise the question now. You may also like to consider it yourself or debate it in a sales team meeting.
So the question is this:
‘Why should the client choose you or your Real Estate Agency to sell, lease, or manage their property?’
In answering the question, explain why you and/or your agency are relevant and what the best choice is to help the client.
Typical Answers Given by Agents
Having raised the question many times over the years and with many agents in our workshops, the following summarises most of the answers that I get.
- We are the best agency in the area.
- We have great people that really know what they are doing.
- We have done all the deals locally.
- We have been in the town (city) for many years.
- We are successful at what we do.
- We are top-performing agents in the local area.
- We know the property market and how it will impact your property.
- We have the contacts that want your property today.
- We know how to move this property quickly.
- We have the best marketing record when it comes to reaching the target market.
I am sure that you have heard many variations of these responses over the years. The fact is that all of these replies do nothing for the client or prospect. The comments don’t go far enough.
Every agent will use these comments generically. Nothing specific is relevant and unique tied to the client’s situation and property.
Top Agent Responses
Top agents go much further than the generic comments above; they go to the ‘next level’ with the property and the current market opportunities. So, top agents ‘drill down’ into the client’s situation and the actual facts about the property. That is where listing conversions occur.
Pitch support and evidence
If you are going to say anything like the comments in this list, you must drill down to the subsequent facts that support the statement. Without the extra facts, the original statement is worthless.
Pitch Modification Example:
As a case in point, if you use the statement, ‘We are the best agency in the area’, you must prove it with accurate and relevant facts that mean something to the client. Here are some additional facts that can be added to the initial statement to give it relevance:
- In 2019 we sold 15 properties just like this one. The closest properties to yours are located at ‘X’ and ‘Y’. Here are some photos for your comparision.
- The time-on-market factors for all of our listings are low. We know that our averages are better than those of the competition’s agents and properties. Over two years, our time on market for selling and leasing is 25% less than that of our competitors. That is a faster sale for our clients at better results. Here is a graph that supports our findings and will give you an idea of what we can do for your property.
- We have a database containing 5,000 local business owners, and investors qualified for ongoing contact when properties of this type become available. That database will be used for a short list of potential VIP buyers this week who will be taken to your property before the commencement of the total marketing campaign. That can mean early interest and possible offers. We already have 10 people on our shortlist to introduce to your property tomorrow, should the listing proceed as we recommend.
Notice how all the extra statements take the property listing presentation to the next level and give the client valuable information and focus. They cannot help but be interested in considering your agency more in the final listing appointment.
