Estate agents are basically Salesmen.
Their role is to introduce, negotiate, broker
& facilitate the transaction.
Most of the bigger firms have regular training
on the sales & marketing aspects of estate agency.
But to bring your game to the next level, it is also
important for the agents to enhance their knowledge
by doing their own reading too
Over the years, I have bought a few dozen books
on this topic.... but sadly, most of my books are still
in their original plastic wrappers ... un-wrapped and
un-read .....
If you are short of funds and can't afford to buy
such books or magazines .... here is a simple trick
--- go join an Insurance Agency
For they have the best training on salesmanship !!
How do the top insurance agents stay consistently
at the MDRT ... TOT ....and COT ?
The answer --- they DONT sell insurance plans
Instead they sell you the BENEFITS of those plans !!
If you say you are not interested, they will ask you
which part of their presentation you dont understand.
If you say no money to buy ...they will scare you by
saying " What if you die tomorrow .... how will your
family survive ? " ....and if you say already bought
insurance ... they will say 1 coverage is not enough,
.... , toll naik, petrol naik, cooking oil naik ...
you are under-insured ....
So as an estate agent, what do you sell ?
Sell the property as a PHYSICAL product OR
sell the value-proposition as an INTANGIBLE product ?
For example, every condo in Mont Kiara looks similar.
So if you say what all the other agents are saying ---
3 bedrooms, porcelain tiles, built-in wardrobes, fully
aircon, nice view, etc ---- you are finished !!
But if you say value-added sales pitch like --- not facing
the afternoon sun, got shuttle bus to school, got creche
for the kids, got locker rooms for storage at basement,
security is by highly-discipline Gurkha guards instead
of Bangla --- then you have the chance to be the next
Residential award-winner like Phoebe Tan ....
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