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Brotherton Archives
Patti Brotherton has been a licensed Realtor for 24 years. She was named #1 in the nation in residential sales; and in management she led several offices to #1 status in both California and Florida. Her Coldwell Banker office in 1998 averaged $10,000,000 in production per agent and was named #1 in the nation for her size category. Patti holds numerous awards and commendations for her performance in sales. She currently does individually designed one-on-one agent and manager coaching with her own firm, PAB Performance Partners, to help others reach top success levels.
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Making the Close
By Patti Brotherton
Agents know that they have to ask for the sale, but many have a hard time knowing when and what to say. If you put yourself in the buyer's shoes it makes it easier to do. In other words, how many times have you wanted to buy something and the clerk that was helping you says, "do you need anything else?" That's a close! You expected the clerk to say that; well, the buyer expects to be asked to buy the property. Let me share some simple ideas that may just make your closing ratio a little better.
You should be asking closing questions constantly from the first time you meet a prospective buyer until they actually buy. Some times we call these qualifying questions, but I think they are closes. For example, "how soon do you need to be in your new home?" or "how many bedrooms do you need?" When you ask questions the buyer feels that you are interested in their needs. And, of course, you are because it is hard to find out what a buyer likes or dislikes without questions.
When you are showing property, you should be asking questions, but wait until your buyer makes a comment. In other words, be quiet in a home until the buyer makes a comment about what he/she is seeing. Then based on his/her comment, you ask a question; such as, "I like fireplaces too. Wouldn't it be great this winter to be sitting in front of this pretty fireplace?" If there are no comments made (which is rare) then ask questions. For example, "what do you think of the size of this room?" Anything to get them talking.
Another example of a showing question would be if they ask questions about the neighborhood answer and ask a question at the same time; such as, "this is a great area, would this be important to you in purchasing a home?"
Asking closing questions during a showing such as, "would your furniture fit in this room?" or "would you like this swing set included?" give you knowledge as to whether your buyer is considering the home that you are showing. If they show signs of THIS IS THE ONE, then say, "let's write an offer and see if we can get it." Or "Do you want me to call the other agent and let him/her know that we are writing an offer so someone doesn't beat us out of this home?"
Practice asking questions. Once you get the hang of it, it's second nature. You're closing ratio will go up and you will have lots of happy buyers!
Patti Brotherton
PAB Performance Partners
Toll free: 877-498-9072
www.eproven.com
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