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How To Obtain More Listings - Part 3 - Value in Education

If you have not been following along - here are the other parts on How To Obtain More Listings

My last post spoke about the value of a unique offer.  The offer must add value rather than discounting your services in order to be unique.  There is one area in which we can always add value to the process and that is education.  Many homeowners do not understand the real estate sales process and educating them gives you several advantages. (quick note - Be careful not to give TOO MUCH information. That can work against you because the homeowner may become confused).

  • You are seen as an expert instead of a sales person.  Experts are much less likely to discount their services.
  • You are being unique - while others are discounting, you are teaching.
  • Your prospects become educated, which makes them better customers.
  • You have the ability to involve your synergy partners - partners who are also giving you referrals.

Education can take many forms.  You might distribute an article on preparing a home for sale.  Or perhaps the article distributed is from a synergy partner.  For example, you might distribute an article on the tax ramifications of selling.  The article could be from a CPA with whom you have a reciprocal referral relationship.

If you would like to get more proactive with educational efforts, try delivering seminars on such topics as getting top dollar for your home in any market or how to purchase a home before you sell your present home.  You could set up these seminars with your synergy partners and/or use association networks to deliver these seminars (for example a homeowners association or a local church group).  In any given week, there are plenty of first-time homebuyer seminars in a particular market, but how many seminars are there for potential sellers?

People prefer doing business with experts.  Set yourself up as an expert and you will be building a foundation for expanding your base of listings.

You can see from most of my posts, I always refer to your synergy partners or business partners.  There are many opportunities to cross reference those that you work with in almost every transaction already.  These individuals work with homeowners too and could be your best source of referrals.  Karen Otto wrote a great post about working with a Home Stager - Arsenal of Influence.  I suggest you check it out, if you haven't already.  Just another example of possible opportunities.

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Make everyday successful!

John Cannata - Reliant Mortgage - Dallas, TX



Are you looking to purchase a Texas home?  Perhaps you love your Texas home but would be interested in refinancing your Texas mortgage to a lower interest rate?  

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Texas Home Loan Expert

Frisco TX Mortgage



The views expressed on this site are mine alone and do not reflect the views of my employer.

Comment balloon 8 commentsJohn Cannata • August 18 2008 09:34PM


John, Great advice my friend!  The last few listing appointments I have been on have tried getting me to lower my commission.  Media and fear are doing this in part, I think.  I always do my best to show up better than the "next guy"!

Posted by Elizabeth Cooper-Golden, Huntsville AL MLS (Huntsville Alabama Real Estate, (@ Homes Realty Group)) almost 12 years ago

Thanks for the link back John and I so totally agree with the education aspect of our jobs.

Tonight I just finished the first night of the 3rd offering this year of my home staging course at Collin College. I emphasize the reason I teach to my students about what I do is to educate and help others understand it so in turn our service is understood as well as the value and necessity for almost all real estate transactions whether a seller does it themselves or hires out.

You hit on all the areas and then some as to why educating our clients is so important. I thoroughly enjoy your posts.

Posted by Karen Otto, Plano Home Staging, Dallas Home Staging, (Home Star Staging) almost 12 years ago

I enjoyed the post and agree whole-heartedly. You can never get comfortable in your knowledge of real estate. Between the laws, contracts, values, guidelines, technology, etc... constantly changing, education is king.

Posted by LS Rogers Realty (LS Rogers Realty) almost 12 years ago

Great advice John, I really enjoyed this one.  On point, and very useful.  Thanks.

Posted by Denise Shockey, Cocoa Beach, Brevard County Florida Real Estate (RE/MAX Aerospace Realty) almost 12 years ago

Elizabeth - I have found over the last few months that some agents are not prepared for this market.  Some got into the business when things were going really well and getting a listing and/or buyer were must easier.  Now that most agents have to work at getting the business, you will find that being prepared and sharing knowledge go along way with a new prospect.  Thanks for the comment.

Karen - Congratulations on so much success at CCCC.  I think its great that you have your classes there and are willing to share your knowledge / experience with others.  Thank you for the comment and support.

Trunda & Denise - Thank you for the compliment.  I tend to write and then re-write because I am still knew to blogging.  I'm thankful that people find it useful and even more so when you take a moment to make a comment.

Have a great day!

Posted by John Cannata, Texas Home Mortgage - Purchase or Refinance (214-728-0449 almost 12 years ago

Great post John, Experts in their field do not have to offer discounts and usually not asked to do so. Love the ideas on additional avenues in which to educate our clients.

Posted by Linda Breeding (Keller Williams Realty ) almost 12 years ago

Linda - I think you touched on something.  You mentioned that the experts in their field do not have to offer discounts and are not asked.  Why?  In my opinion, I think its attitude.  They are experts, they know what they have to offer, and they probably educate their clients.  You always have to remember the right attitude.  You want to be confident, so that your client can feel confident they are making the right choice.  Thanks for the comment.

Posted by John Cannata, Texas Home Mortgage - Purchase or Refinance (214-728-0449 almost 12 years ago

;-) thank U!

Posted by Karen Otto, Plano Home Staging, Dallas Home Staging, (Home Star Staging) almost 12 years ago