Learn these luxury listing presentation scripts to guide your luxury clients and serve their best interest always through careful objection handling and confident marketing.
Today, we are going to talk about luxury listing presentation scripts, as well as objection handlers. In this video, I’m speaking with long-time ICC coaching client, George Khoury. George is the #1 real estate agent in the Fort Lauderdale area of Florida. It’s common for George to list homes between one and seven million in sales price.
There was a time, however, when George sold lower-priced homes. In coaching George, we worked hard to get him into this luxury market with a higher price range by targeting these neighborhoods strategically. Of course, as a luxury agent, you have the ability to make more money at this higher price point, and this was one of George’s goals. Through coaching, we got him to a place where he was able to break through.
VIDEO: Luxury Listing Presentation Scripts and Objection Handlers
Geographic farming for luxury listings
The key to breaking through to luxury? Geographic farming. George was able to get one listing in a luxury area, and he immediately began farming that neighborhood. He began a successful farming campaign and set everyone up on a listing e-alert. The goal was to be first of mind in this luxury neighborhood. Because he was sending out mailers, emails, and putting up signs throughout the neighborhood, everyone began to recognize him as the local expert. By taking care to make everything feel luxurious, right down to the thick paper he printed the local market report on, George was seen as a luxury agent.
Luxury Listing Presentation Scripts: Dealing with luxury listing objections
Here is one common objection that George said he faces during his luxury listing presentation scripts. George’s luxury client recently doubted the quality of the buyers that George was allowing to see the house. Check out a few objection handling luxury listing presentation scripts below.
It’s my job to get you the highest price possible. I will get you buyers who are qualified to come see your home. The more qualified people come to see your home, the more likely you will get multiple offers on your house. Understand — I am marketing your house not just to buyers directly, but I am actually marketing to other agents, even more than the general public. It’s true that 94% of home buyers use an agent to buy a home.
When people try to negotiate commissions down, use this luxury listing presentation script. As real estate agents, we market to other agents more than we do the general public. We get other agents to bring their qualified clients to your house. It is important to keep all parties happy, which is why we must pay them a fair commission. We are all in the same boat. No one wants wasted time. They get their commission when they bring us the best buyer.
Another common objection? The luxury seller wants you, the agent, to be present while the house is shown. The buyer’s agent won’t like the listing agent to be present. We want prospective buyers to feel comfortable and take their time in your house. They can’t speak freely if I’m there because they know they will be negotiating with me eventually. They have to hide all their motivations and wait to discuss how they really feel. It’s a cardinal sin for a listing agent to be present during a showing.
Luxury listings are a different breed
Working with luxury listings, there is a certain entitlement that many sellers exhibit that works against their own best interest. As their Realtor, it is your job to look out for your client’s best interest in spite of their preconceived notions. These luxury listing presentation scripts will help. Remember, you are the expert! Just as a doctor won’t allow a patient to make bad decisions that would negatively impact their health, you must stand up and confidently tell your client the way things work. Customer service is not always about doing what your customer wants. It’s about doing what is in your client’s best interest. This is as true in the luxury market as it is any other market.
FREE Download: our Listing Consultation Trifold Brochure
Use this template to create a trifold brochure to secure your next listing consultation. It’s the perfect companion to these luxury listing presentation scripts. Remember to print it on high-quality paper to ensure that extra luxurious feel. Subscribe to our mailing list to get your free download.
https://therealestatetrainer.com/wp-content/uploads/2021/06/ICC-listing-consult-trifold.docx
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