{"id":24898,"date":"2025-05-19T13:13:17","date_gmt":"2025-05-19T13:13:17","guid":{"rendered":"https:\/\/www.anthonydidonato.net\/wordpress\/?p=24898"},"modified":"2025-05-19T13:13:20","modified_gmt":"2025-05-19T13:13:20","slug":"help-agents-get-comfortable-communicating-their-value","status":"publish","type":"post","link":"http:\/\/www.anthonydidonato.net\/wordpress\/help-agents-get-comfortable-communicating-their-value\/","title":{"rendered":"Help Agents Get Comfortable Communicating Their Value"},"content":{"rendered":"\n

In most service-oriented industries, professionals typically have to prove themselves before customers sign on. Brokers can help agents explain their value so that it is understood by the customer.<\/p>\n\n\n\n

In most service-oriented industries, customers want to work with professionals who can prove they\u2019re up to the task, whatever it may be. Customers want to understand what they\u2019re paying for, and professionals must be able to articulate their expertise. This is\u2014and has always been\u2014true in real estate, but it is especially important now as the industry changes.<\/p>\n\n\n\n

Lynn Madison, real estate industry trainer and educator and head of Madison Seminars, notes that consumers seek out agents who can clearly articulate their value. The truth is that articulating value is the norm in service-oriented professions, notes Adorna Carroll, President, Dynamic Directions, Inc. and Referrals Only CT, LLC. Securing written agreements for services rendered is also the norm, she says.<\/p>\n\n\n\n

It’s time to regroup and prepare agents so that they can clearly explain their services, expertise and commitment to their customers.<\/p>\n\n\n\n

Prep Agents to Highlight What Matters to Consumers<\/h2>\n\n\n\n

With practice changes on the way, there\u2019s a lot of information for consumers to sift through and agents who are REALTORS\u00e2 can serve as a resource.  During sales meetings, trainings and the like, brokers can provide up-to-date information on industry changes, which can always be found on facts.realtor. Likewise, a host of data about local markets and national trends can be found at the local and state associations and from the National Association of REALTORS\u00ae, respectively.<\/p>\n\n\n\n

National reports might note stagnating markets or falling prices nationwide, but it is more important that an agent understand their local market, because this is what will relate directly to their consumer, and this is the information they should be relaying to the consumer.<\/p>\n\n\n\n

Brokers can also set up a system that makes local, real-time data easy to access. Each time an agent sells a home, they use their customer relationship management (CRM) system, an online form they\u2019ve created or a shared spreadsheet to keep track of key details on the sale, suggests Madison. They should record multiple offers (whether they occurred and, if so, the number of offers) and the number of showings. Then, each month, summarize this information in a report. Agents can send these analyses to their buyers, sharing statements like, \u201cof the last 50 transactions our office handled, 42 were multiple offers and 40 of these had more than five offers.\u201d<\/p>\n\n\n\n

The stakes are high: Buyers sometimes underestimate the difficulty of finding and securing the right homes\u2014and the value of a buyer\u2019s agent. When agents are armed with the statistics and data that relate directly to their market and they are retrieving facts from the sources, they can help educate their clients.<\/p>\n\n\n\n

Give Them Talking Points<\/h2>\n\n\n\n

Since many buyers may not be aware of the full scope of an agents\u2019 responsibilities before, during and after the transaction, agents need to take a \u201cfeature\u2014benefit\u2014sell,\u201d approach during the buyer counseling session or presentation, reminds Madison. This simply means they convey to the customer what they do, how they do it and why it benefits their clients. To help them figure out what that should look like, resources abound.<\/p>\n\n\n\n

Brokers can start by providing agents with these core points of value that should be relayed to consumers:<\/p>\n\n\n\n