It’s one thing to say you sell homes faster and for higher prices than your competition in the market, but it’s quite a different thing to prove to prospects that you do it.
Here’s a metric you can research and use to prove your value in the market: Research your competition and find out what they’ve sold their listings at as a percentage of the listing price. If you need to, select a pool of “average” agents in the area and see how well they do, percentage-wise.
Next, run the numbers on your own sales. For an apples-to-apples comparison, try to get a date range that is similar to the competition. If you find that you average a higher percentage of the listing price on average, this is a very compelling statistic to share with prospects during a listing presentation.
For instance, you might say:
“Mr. and Mrs. Client, if you list your home with the average agent in this market, it’s likely they’ll get you X% of the listing price. However, my sales record shows that I average Y% of the listing price, with is Z% better. In real numbers on an $XXX,XXX home, that translates to as much as an extra $XX,XXX to your pocket.”
Of course, even if you don’t significantly outperform the average agent in your market, knowing this statistic about yourself is a very useful benchmark of your own. But if you have a prospect playing hardball between you and a competing agent, run the math and you might just get them to sign. (It’s also a great way to prove your value in an office.)
