The Race to the Bottom

It’s started here locally in Windsor-Essex/Chatham-Kent… the “cash-back” cry for help.

There’s a record number of agents, but not a record number of sales.

Here’s where the road forks and the choices for agents are…

a) “race to the bottom” or

b) double-down on tools, training and strategy to show value.

The cream always rises to the top!

Do you know YOUR value pitch?

For years, real estate agents gave sellers a CMA, and that was their “listing presentation”.

BUT, a property valuation is NOT a listing presentation.

When we are unable to demonstrate our value against other agents, or even the prospect of selling privately on Facebook marketplace, many agents just drop their commission rate and agree to take the listing at whatever price the seller decides, just to secure the listing.

Think of BMW and Kia. Both car manufacturers make a great product, and both of their products move families from point A to B… but many people are happy to pay 10’s of thousands of more dollars for the BMW… WHY? The answer is BMW does a great job at showing their VALUE. Price isn’t an issue where value is shown.

I hated getting the call… “How much do you think that home is going to sell for? …And how much did you say you think our home is worth? …Great, and what’s your commission rate?”.

That line of questioning turns us agents and our commission rates into a commodity. It assumes all real estate agents and their services are created equally. But we both know that’s NOT the case.

Every time someone asks you for a property valuation, you need to be ready to give a listing presentation. Do you have yours perfected?

You don’t need to re-create the wheel… We have an amazing listing presentation and other tools for our agents, and we train them on regularly!

Interested in learning more?  

Send us a message or give us a call today… we’d love to show you some of the tools that work for our Team!

Cody Kraus
Broker | Owner
c: 519.322.7105
e: cody.kraus@century21.ca

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