Seller Scripts (1)
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SELLER<br />
SCRIPTS<br />
SMART ANSWERS TO SELLERS' CONCERNS.<br />
2018
A polished presentation isn't enough.<br />
To secure a listing in today’s market, you’ve got to be able to confidently answer<br />
sellers’ concerns and help them understand how their local conditions affect the<br />
pricing and sale of their property. Sales experts helped us develop four scenarios that<br />
represent some of the most common objections you’ll hear from sellers. Use these<br />
sample scripts to prepare yourself for your next listing appointment.
“We’re not ready to list yet because we’d like to find<br />
a new home first.”<br />
You: “Let’s talk about that and figure out what you need. Do you need to sell your home to<br />
purchase your new property?”<br />
<strong>Seller</strong>: “Yes.”<br />
You: “OK, let’s talk about that. If I help you find your dream home before you’ve sold your<br />
current home, and we make an offer, our offer will be contingent on the sale of your property.<br />
Most sellers don’t want to deal with a contingency, so making this type of offer puts you in a<br />
weaker negotiating position. That may mean that even if the sellers accept your contingency<br />
offer, you’ll have to pay more. Do you see why that’s a weaker negotiation position?”<br />
<strong>Seller</strong>: “Yes, but I still don’t think it wouldn’t hurt to look at some homes first.”<br />
You: “OK. Let’s talk about the other side of this equation — the selling side. If you’ve signed a<br />
contract to buy a home and then you put your home up for sale, you’re more likely to be<br />
willing to take less money for your current home because you’ll want to get your home sold in<br />
a hurry. I know you want the most money possible for this home since you’re planning on<br />
buying a larger place. Do you see how finding a new home before putting your current home<br />
on the market may lead to you losing on both ends of the transaction?”<br />
<strong>Seller</strong>: “Yes, but what I’m still worried about not having enough time to find the home I want if I list<br />
my home first.”<br />
You: As you probably realize, home sales are slower than they were a year or two ago, so it<br />
could take [insert your local average days on market] to sell your home. I think it will be less<br />
because you’ve priced it right, but you can’t be certain. Plus, even after your home is sold, it<br />
usually takes 60 days to close the sale. Although I understand you don’t want to have to move<br />
without finding a new home you love, I think it makes sense to get your home on the market<br />
before you start your search.”<br />
<strong>Seller</strong>: “OK, I see what you’re saying. Let’s talk some more about listing my home.”
“We’re interviewing other salespeople, and we’d<br />
like to think over the decision of listing with you.”<br />
You: “That’s just fine. I’ll call in a day or two to see if you have additional questions. Before I<br />
go, was there something in my presentation that you’d like me to cover in more detail? Or any<br />
questions about the selling process that you’d like me to answer?”<br />
<strong>Seller</strong>s: “No. You’ve answered everything. We just need more time to think.”<br />
You: “I understand that it’s a big decision. But I know that you’re looking to sell your home<br />
quickly, and if we can sign a listing contract tonight, I would still have time to do an open<br />
house on the property this weekend. I’d also be able to send out invitations to all the top<br />
agents I know in town so they could bring over buyers.”<br />
<strong>Seller</strong>s: “We do want to get moving on selling this house, but I don’t want to limit my options. No,<br />
we just want to cover all of our bases. We’re leaning toward you, but we need time to think about<br />
it.”<br />
You: “Here’s an idea. If you’d like, we can put our agreement together right now, and I’ll postdate<br />
it. If you don’t want to work with me, I’ll rip it up. And if you decide to work with me, we’ll<br />
be ready to hit the ground running.”<br />
<strong>Seller</strong>s: “That should save some time. Let’s do that.”
“We really liked your marketing ideas, but another agent<br />
told us he thinks we could get $300,000 for our house, while<br />
you recommended a price of $250,000. We want to get the<br />
most we can, so we’re thinking about listing with him.”<br />
You: “Let’s talk about that. Here’s exactly what’s happening in the market. [Here’s where you need to produce<br />
current data on local housing inventory.] We have X homes on the market right now, and we have X selling per<br />
month. That means we have X months of supply for buyers to choose from. You told me you wanted to sell<br />
your home in X months, correct? With X properties are coming on the market every month, not to mention the<br />
number of foreclosures and short sales, you’d agree that pricing the property is important today, wouldn’t<br />
you?”<br />
<strong>Seller</strong>s: “Yes, but our home has lots of upgrades.”<br />
You: “Your home does have many upgrades. However, I’ve shown you the most recent sales in your<br />
neighborhood, and many of those homes had similar upgrades. That’s why I’m recommending a price of X.<br />
That’s what buyers are willing to pay today. Based on what you’re reading in the papers, do you believe that<br />
buyers will offer more or less than the last closed sale?”<br />
<strong>Seller</strong>s: “I guess they’ll offer less. But still, the other sales associate we spoke with recommended a higher price.”<br />
You: “All of the sales associates in our area are pulling the same MLS data, so while there’s some opinion<br />
involved, I wouldn’t expect prices to vary by more than 3 percent to 4 percent. I certainly don’t want to say<br />
anything negative about a competitor, but some practitioners are so eager for a listing that they will tell you<br />
what they think you want to hear in order to get your business.”<br />
<strong>Seller</strong>s: “Yes, but why can’t we try this price and see what happens?”<br />
You: “If you really feel strongly, we can begin by listing the property at $300,000. But statistics show that most<br />
buyers come to look at a house in the first 30 days after the listing goes on the market. <strong>Seller</strong>s who are willing<br />
to price their home correctly in the beginning and take their profits with them win when compared with sellers<br />
who hold out and end up reducing their price further down the road. All you end up doing is taking longer to<br />
sell. And often you don’t get any more money.”<br />
<strong>Seller</strong>s: “We’d like to sell our home quickly.”<br />
You: “Great. Shall we get started with the paperwork and use $250,000 price.”
“Even though we like you, you’re the first agent we’ve<br />
talked to. I just think it’s too soon to make a decision to list<br />
with you. We should probably interview others."<br />
You: “I understand. Your home is a valuable asset and you want to make the best business<br />
decision. I do have a favor to ask, though. I really believe that I can do the best job for you.<br />
Would you be willing to let me come and talk to you again at tomorrow, after you’ve talked<br />
with the other agents? I want a chance to see if there’s anything more I can do for you<br />
before you make a final decision.”<br />
<strong>Seller</strong>: “Well, I guess so, but we can just let you know by phone.”<br />
You: “Yes, you could, but if I come over and you decide to let me represent you, I can take<br />
the pictures of the house right then and get your home listed on the MLS that day. The<br />
sooner we begin marketing your home, the sooner I’ll be able to find you a buyer.”<br />
<strong>Seller</strong>: “Well, I guess that would save us time later on. We’re seeing the other agent at 2 o’clock<br />
on Saturday. Can you come over after that?”<br />
You: “Of course, I’ll be here at 3 o’clock, if that’s works for you. Then we can be done before<br />
dinner time.”