These days, agents of all stripes are competing for clients, from the seasoned pro to the rookie on the market. Buyers and sellers are reaching out for referrals from friends on social media, and more often than not, are interviewing multiple agents.
Unfortunately, many of those interviews boil down to bargaining on fees and commissions. While you can try and lowball your competitors all day, this letter is designed to help position you in a way that differentiates you from the “last agent standing” approach.
- Use this either as a printed letter or email message
- Use this letter to follow-up with or warm-up clients who are in the process of choosing an agent.
- You might include this letter with a listing kit
From the letter:
“…For many people, the make-or-break issue in choosing an agent will often come down to the fees or commission involved. It’s perfectly natural, and I understand: It’s your house, and you want to make sure you get the highest return possible. You may even find yourself in a situation where you’re asking agents to match or beat other agents’ commission.
There are two things to keep in mind if you’re evaluating agents on cost. First, unlike negotiating the price of a car or an antique at a yard sale, you’re going to be working with the person you negotiate with for weeks. Second, when cost becomes the focus, it has a tendency to distract people from the core qualities of what you’re “buying” when you work with an agent: Experience, vision, a wide and effective network, solid ethics, and a commitment to serve you…”
Included in the downloadable .zip file is:
- A PDF file with instructions on how to use the letter (and the full copy of the letter)
- Original Word .doc file
- Original plain text .txt file