The sizzlin' summer webinar series continues in this week’s episode of the Live UNREAL w/Glover U Podcast. Today we’re talking about creating a strong seller value proposition and winning more sellers at the listing appointment table. 

Focusing on listings is very critical in today’s market, but to get more listings, sellers have to see the value in working with us. Having a strong value proposition is what will make them want to hire you, so you have to be intentional about building it. 

Additionally, you have to communicate that value proposition in a way that resonates with the seller. As Jeff puts it, “It doesn’t matter how strong your value proposition is. If you’re not presenting it well, it does you no good.”

As the industry progresses and things change, our value proposition has to change, too. You will learn from Jeff how to put your value proposition together, and how to present it effectively. 

 

We also discussed:

The mentality we need to have if we want to succeed in a low inventory market

The 8-part sniff test for a seller value proposition 

4 steps to presenting an item on your value proposition 

How to get into a dialogue with every part of your plan of action

 

Quotes 

Your value as a real estate agent increases as the market softens. -Jeff Glover  

It doesn’t matter how strong your value proposition is. If you’re not presenting it well, it does you no good. -Jeff Glover 

Presenting the plan of action is more important than the plan of action itself. -Jeff Glover 

 

Key Points 

Institutional Advertising vs. Promotional Advertising

Institutional advertising is everything you or your team does to market itself and build credibility. Promotional advertising is all the marketing you do on a specific home. It’s important to convey to the seller that the institutional marketing is just as important as the promotional stuff, because it actually makes it more likely that the home will sell. The credibility and reputation that you have in the market is what helps them sell their home. 

 

The 8-part sniff-test of your value proposition 

Is it as specific and clear as possible? 

Are you avoiding self-serving statements?

Does it state how your value differs from others?

Does it communicate a powerful benefit with a tangible outcome? 

Are you creating a sense of urgency?

Are you mitigating the seller’s potential risk?

Can each part of your value proposition be clearly understood in 5 seconds or less?

Does it establish credibility and is it proven?

 

Prepare the seller for next steps 

Your value proposition has to include a “What Happens Next?” book, providing answers to all the questions they’ll have from the time they hire to the time the sale goes pending. If you’re walking out of the listing appointment without a contract signed, you better not leave without presenting that book. If you’ve won the listing, then the book will be the icing on the cake.