Apathy is no fix for slumping sales

Yesterday, at a very lonely broker's open house. I found myself thinking about the many agents who complain about the state of the market. These are the same agents who I seem to never see at broker's open houses or out previewing inventory so that they can effectively do their job. The apathy they display by not taking the time to preview inventory is a choice to not do their job which brings me to the question, why preview?

I've prepared a brief outline to examine that question and I suggest to those agents that are not happy with their sales level, start with the basics. I've tried to keep this as succinct as possible so as not to overly complicate the issue:

1. Preview to know the inventory.
   1. The person with the most market knowledge wins. Remember when meeting with a buyer or seller to be fluent in the available inventory is to be the expert.
   2. When assisting sellers it is difficult to price property properly without adequate market knowledge.
   3. When assisting buyers remember enthusiasm sells. It is difficult to speak enthusiastically about property if you haven't seen any.
2. Preview effectively.
   1. Choose homes to preview that are relevant to the market you want to serve.
   2. Choose homes to preview that are geographically in the area you want to serve.
   3. Choose homes to preview that appear to be a good value or offer a good comparison for homes that you are showing or pricing.
   4. If nothing else choose homes that are convenient and easy for you to preview, but preview.
3. Prospect when previewing.
   1. Choose homes to preview that are occupied by a renter. Ask the renter if they would like to buy the home they are living in. The very best reason to do this is to see the reaction on the listing agent's face when you present your buyers offer. I know some of you will be uncomfortable with this one so if that's the case don't do it. The idea is to be thinking constantly about how you can develop new business.
   2. Preview homes in a development of new homes after hours. Buyers driving through the development may want to see the homes after the site is closed. Offer to show them the homes.
   3. When previewing, if you see a neighbor of the home you're previewing outside greet them and ask them if they would like an opportunity to choose their new neighbor. If they do not know a buyer for the home ask them if they would like you to contact them and tell them what the home sold for when it sells. Add them to your client database. Ask them if they were to move where would they go? When would that be?

      Remember "ABC" always be selling.

Next time before you complain about the market ask yourself if you are doing everything you can do to not be part of the problem. Even in these difficult economic times, people still buy and sell homes. People are still transferred into the area and out of the area. People get married and people get divorced, people buy and sell for all of the reasons they always do. Are you positioning yourself to take advantage of this market? Take a look at interest rates, today's 30 year fixed is still below 5% so by what measure do you really think the market is that bad? It's more than past time to step up, get to work and stop complaining. Tomorrow I will discuss some prospecting ideas to help develop new business. Until then, happy selling.