Help Agents Overcome 3 Seller Objections

Valuation is one of the most difficult skills to master as a real estate professional. Even if there's a matching home next door, each property has its own set of distinct characteristics that should be considered in the equation.

In the real estate industry, we spend hours upon hours evaluating properties, and consumers spend hundreds of millions of dollars each year on appraisals. But when it comes to setting a home's asking price, it's easy for logic, reason, and facts to fly out the window. Sellers often believe their home is worth more than a practitioner's valuation. This can mostly be attributed to emotional factors that cloud a seller's ability to evaluate objectively. Considering the emotional stakes, it's imperative that sales agents know how to come to an amicable agreement with clients on price. Teach your agents how to overcome these three common seller hurdles.

1. Sellers Leery of Agents' Intentions: The seller doesn't trust your agent yet and believes he or she is just trying to win a commission. If clients don't believe that the agent is hearing them when they talk about the value of their home, then your agent will not get the listing.

Solution: Sellers must believe that your agent has a burning desire to sell their home for top dollar. They must also trust that your salesperson will provide them with objective data and opinions as to the value of their home. Your agent should clearly outline the factors that go into a complete market analysis. This includes demonstrating knowledge, expertise, and the intent of representing the best interest of the client. Agents who aren't confident in pricing strategy won't be able to communicate the value of the property to potential buyers or other agents when trying to sell the home.