“You are going to pay me, darn it!”
Fortunately, I’m able to see the humor in this question–I get it at least once a year from a do-it-yourself buyer or seller. “Where can I get a blank purchase and sale form that will protect my interests if I don’t want a broker involved?”
I usually manage NOT to answer, “Gee, I can’t answer that since you don’t want a broker involved and I am one.”
It’s a really tempting answer.
Why do we get requests like this, anyway? We’re quick to explain that some people simply “don’t want to pay a commission.” We’re quick to judge but slow to answer the questions that are hidden in that objection.
Coincidentally, I happened on an article that raised the question “Why do real estate agents still exist?” Using the over-worked (but applicable) analogy to travel agents, the article offered several reasons. Ironically, most of the answers were about agents, not customers or clients. One answer was that agents still exist because the Internet is making it possible for them to be more productive. A true statement, certainly, but also a bit self-serving and not particularly helpful to a buyer or seller.
I liked the question more than the answers. So let me ask my readers, “Why do real estate agents (licensees) still exist?” Don’t tell me it’s because we have the blank forms or the MLS, please. In fact, I’d like you to pretend you’re being asked the question by someone who doesn’t know much about the business of real estate. What are you going to do for me that I can’t do for myself given all the information at my disposal on the Internet?
If you think it’s an easy question to answer, you’re probably not trying hard enough. So let’s upgrade the question and pretend it’s being asked by someone who’s bought and sold property a dozen times over the past few years. What is your value to someone in that category? What can you do for that person that he or she can’t do?
Your assignment is to come up with a list of at least five to seven contributions (benefits) you can provide to that person that he or she can’t get anywhere else. Some generalities are okay, but specifics are a lot more powerful. A hint might be that it’s likely to be less about what you have to offer and more about what the buyer or seller needs in today’s economy and environment. The reason you need at least five to seven is simple–if your prospective client is (for example) a marketing and sales expert, your marketing program diminishes in value and importance.
If you want extra credit for the assignment, find somebody who will challenge your reasons and assumptions and maybe even argue with you. While this (arguing) is not a great technique to use with prospective clients, it can certainly sharpen your thinking.
And if you want bonus points and a sticker, answer this question: Why will real estate agents exist ten years from now?