From NAR
A written agreement is a prime opportunity to explain all the services you provide and the value you bring to the transaction. Keep in mind that selling the value of an intangible service, such as what you offer to buyers and sellers, may take extra thought, patience and explanation. Chris Blocker, professor of marketing at Colorado State University, who studies value positioning for industries like real estate, says agents need to communicate their value in three main areas:
- Outcomes, such as how an agent will help clients sell or acquire a home
- The process, such as how the agent will clarify the homebuying or homeselling journey
- The overall experience, such as how the agent will manage the client’s emotions
Researchers stress you need to ditch the sales script and use the following research to frame your compensation conversations.
- Ask open-ended questions.
- Find common ground.
- Establish trust through action.
- Demonstrate expertise through success stories.
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