By Bettina Siochi | 04.19.21
A common phrase in real estate is, “when you list, you last!” Depending on the market, a listing is almost guaranteed to sell.
The only problem: getting the listings.
So, how does one become a successful listing agent? What aspects help a listing agent’s longevity in the real estate industry?
Bryan Collins, also known as the Listing Guru, shares the process that has helped him become a successful listing agent.
#1: This is What Makes Successful Lead Generation
Prospects gravitate towards something that feels personal.
A more personal approach lets them know that you’re a human being with both a personality and a heartbeat.
They are deciding whether or not they can trust you. Selling a home is a highly-personal transaction and process.
A home is someone’s safe space and is a huge investment. Buying a home is a big commitment and so is selling one.
That’s why, whenever you generate new leads, you must show that you’re not only a likable person but someone they can rely on to handle their biggest investment.
Lead Generating Ideas with a Personal Touch
What are the warm, friendly lead generating ideas that add a personal touch?
From mailers to flyers or even handwritten letters. Compared to a generic email, a handwritten letter makes the process a whole lot more personal. This creates a better opportunity for you to build a strong relationship with the seller.
Another strategy for lead generation is the ever famous door knocking. Although this method will need a lot more effort and time, it is still a strong strategy that works.
This strategy shows the seller that you’re willing to go the extra mile to serve them as your clients. On top of that, door knocking gives you the chance to have conversations with your prospects. You can then answer their questions or provide them with a home value report of their property.
Use this magnetic strategy to strike up a conversation: Create home value reports and send them to prospects who have defaulted on their home loans. Sending a home value report to prospects will help them see that they have an accessible option that will stop them from accruing debt.
#2: The Power of Pricing like a Pro
Knowing how to price a property is paramount to your success as a listing agent.
Pricing a property gives your prospect a ballpark range of the money they can get when they work with you. You’re giving them the price of how much you think their home is worth.
Whether they are looking to rent, downgrade, or upgrade, showing them how they can earn money helps them achieve their dream. That’s what makes this a powerful way to spark a conversation. You open a dialogue with the homeowner to understand their vision for their future.
When you talk about pricing, this gives them a tangible number to work with. It shows the homeowner a lump sum of money that they can use to invest however they want. This realization is exciting for everyone, because it’s a spark of a new chapter for both parties.
If you feel like you’re not great at pricing properties yet, no problem.
Here’s a quick way to get better at pricing: test yourself through the MLS. Look at the details of the house, guess a price, and check the actual value of the home. Another way is to have other agents estimate your home’s value. If your answers match, you’re improving.
#3: Practice this Skill to Master Damage Control
Another crucial skill of a successful listing agent is breaking bad news to your clients. The real estate industry is harsh and you can’t avoid tough conversations.
Along the way, you will discover a major issue with a property that can ruin a deal. As a listing agent, it’s your job to have honest and clear conversations with your client.
Nobody wants to hear bad news but it is harder to be the bearer of bad news. Having to tell a client that their asking price is too high and unrealistic is difficult.
When and how you deliver bad news is crucial.
Also, time is a valuable resource. Breaking bad news as early on as possible is key. You wouldn’t want to be wasting your time away if you know a deal is not going to work out.
The same goes for your client, they need to be aware of these things as soon as possible. The sooner you break the bad news to your clients, the sooner they will be able to rethink their strategy.
#4: The Secret Skill to a Successful Listing Agent: Marketing
Developing great marketing skills is essential to one’s longevity in this industry. As a listing agent, you are first in the business of generating and nurturing leads.
The fact is, you can be the best real estate agent but without great marketing skills, that means nothing.
If people can’t find you, then it doesn’t matter if you’re the best at what you do.
Regardless of how often or consistently you market yourself, your messaging has to be right. Know who you’re selling to, identify their problems, and let them know you can solve their problems for them.
The quicker your prospects realize that you’re the solution they need, the easier it is for them to get on board.
#5: During Transactions, Always Remember this
As a real estate agent, you are dealing with a multitude of moving pieces. You have many clients who are at different stages within different transactions. Also, you’re looking for new leads while dealing with your daily tasks.
This is a recipe for clustered disorganization.
It is easy to get disorganized and lose track of your client’s progression. As a listing agent, you are the negotiator, transaction coordinator, the director. You have to stay on top of the transaction.
One of the most important aspects of staying organized is great communication. Again, you have to be direct and clear in what you say.
Make sure your clients are current and in the know with the status of their deal. If you are representing a couple, make sure both parties are up to date.
Take advantage of reminders, calendars, schedulers, spreadsheets, whatever your poison might be. This is what determines whether clients walk away happy or displeased.
#6: Successful Real Estate Agents Stick with the Basics
Tech adaptations in the industry make things easier for everyone. In some cases, agents will inundate themselves with industry hacks and tech innovation because they want to get ahead.
What those agents lose sight of is one simple thing: the basics.
Real estate has been around for a long time. There’s a stack of methodologies that have stood the test of time and has transformed thousands of people into successful listing agents.
As you press forward into your real estate career, remember adapting to the times is important. But, it’s even more important to stick with tried and true methods that produce repeated positive results.
Remember: Lead generating comes down to finding an accessible way to talk with your target audience and scaling that over a wide area. Real estate is a game of numbers. Lead generate, find clients, help people, and repeat.
You don’t need to complicate it. As a real estate agent, you already have the knowledge and tools for closing a transaction. The bottom line is, you don’t always have to reinvent the wheel. Evolving with the times is natural and great. But sticking to what you know is what will work.
#7: The Secret to Growing Your Listing Agent Business
Don’t forget about the human part of the job. Once you close a deal and get your paycheck, remember to stay in touch with your client.
After all, you helped them sell one of the biggest assets they’ll own. You can send your former prospects a postcard over the holidays. Something as simple as a checkup also works.
What’s important is that you maintain a relationship with a client even after the deal is over.
Referrals fuel your business. As long as you stay in touch with your former clients, there is a huge chance that they will refer you to people they know.
Final Thoughts on Becoming a Successful Listing Agent
Although there are a lot of factors that can dictate the success of an agent’s career, these 7 tips are a great framework. You have to remember that this is a long-game and it’s all about consistency.
What framework are you currently following right now? We’d love to hear from you! Share them in the comments section below.