Script Practice Saturday

Happy Weekend everyone! We hope you’re having a successful time hosting open houses and taking clients on showings. In order to continue to help you to grow your business, we will be sharing a real estate script every Saturday. If you’d like to see a script for a specific topic let us know by emailing  Jennie at jsherkness@kw.com.

Today we are going to look at discussing the importance of staging with your sellers:

AGENT: Mr. Seller, when you hire me to handle the sale of your home,
one of the special services I provide that is typically not provided
in the industry is to thoroughly go through your home and
determine the ways in which it can best be shown. I make
recommendations for cost-effective, cosmetic upgrades, provide
the opportunity for some cleaning services, and generally stage
your home so that it competes effectively with the other homes
on the market in your price range.

SELLER: Why can’t I just sell the house the way it is?

AGENT: You know, Mr. Seller, one of the things that’s important to
understand is that, by deciding to sell your home, you no longer
live in it. [pause] Now, of course, really you still do, and it’s here
for your comfort as it always has been for the ___ years that
you’ve owned it. But we’re in a different strategy now, because
your biggest goal is not the comfort of you living in your house;
it’s how much money you can get for it, and how quickly. With
that second priority in mind, we want to make sure, with a
minimum of inconvenience to your family, that your home
stands out from the other homes people will be looking at in
this price range. As you know, if you go into a store, and you’re
interested in buying, for instance, a new suit, the ones you’ll be
attracted to are the ones they have on display—the ones with
the nice color-coordinated tie and shirt. Your eye will go to that,
and what marketers know is that once you see something that
you like better than anything else, you’ll buy it. Right now, you
and I are marketing your home. And just like the clothes in a
clothing store, or the new cars on a showroom floor, we have to
do everything we can to make your home look better—not just so
people will buy it, but so they’ll pay more for it. Does that make
sense?

SELLER: Will that mean I may need to make some repairs?

AGENT: Repairs are a very interesting issue. Th ere are two types of repairs.
Th e ones you’re going to have to make to sell the home. Th e
second category is repairs that will make the home look better.
What I’ll do is go through the home and recommend, as part
of my fi duciary service to you, the repairs in this home that
are worth doing. Th ere are two things that are important to
understand. In 95 percent of the cases, someone coming to look
at your home will be with another real estate agent. In virtually
every case, they will also require an inspection of your home by a
professional home inspector. Any repairs that might put the sale
at risk are going to be required anyway. One of the advantages
I have learned during my years in real estate is that if you make
the repairs that you’re going to have to make anyway up front,
then right away your house looks more attractive. More so than if
there’s a repair need there, even if you’re willing to make the repair
after the sale. It’s the same reason airlines are continually making
cabin repairs to their airplanes—they’re repairing the seats, they’re
cleaning, and they’re minimizing the appearance of wear and
tear on the aisle way—not because it would have anything to
do with the safety of the aircraft, but because anytime the fl ying
consumer sees something in disrepair in the airplane, they assume
it threatens the actual safety of the airplane. Th ey consider it an
indication of how diligently the airline company is keeping track
of things. Well, the same thing is going to be true of your house.
If a buyer walks in and the house is just immaculate—you’ve
done some minor cosmetic things that make it all look sharp,
we’ve removed anything that someone might see as clutter, and
we’ve done any of the major repairs that a buyer would be sure to
question—we take away any question as to whether or not they
should buy the home. We increase the chance that we’ll get an
off er, and that we’ll get an off er at the highest possible price.

SELLER: I’m not very good at matching colors. Are you going to help me?

AGENT: Yes. One of the services we provide is an interior decorator,
who is part of our service staff and who will come in and make
recommendations. If there’s any painting that needs to be
done—and we may not need to do any, because the house looks
great—we would be happy to recommend what we think would
make the home more salable.

Tip! The script should always come back to the issue of making the
home more saleable.

Are you interested in joining a company that teaches it’s agents how to talk to clients in all situations? Then give us a call at 215-631-1900 or email Jennie at jsherkness@kw.com.

*Script taken from KW BOLD program

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