Episode #112 Unlocking Client Motivation in Listing Presentations with Sunita Bali

During this episode of the HyperFast Agent Podcast, host Keri Shull speaks with Sunita Bali of The Sunita Bali Team about the listing process she uses to convert clients at extremely high rates. Sunita shares how she prepares for listing appointments, how she uses her knowledge of DISC profiles to assess prospective clients, and how to approach sellers who want to overprice their home.

Episode Highlights: 

  • The way Sunita Bali prepares for her listing presentations has made all the difference for her.
  • What she tells the clients she will do, she does.
  • She has a 30 point marketing plan.
  • Another way she distinguishes herself is that she is a certified stager and offers this service free of charge.
  • Her clients describe her as a magician that can turn a regular home into a model home with her natural eye for staging.
  • During the presentation, Sunita comes prepared with examples of her previous work.
  • Most of her listings go into contract within the first two weeks.
  • In her presentation, Sunita shows her MLS data which demonstrates that her listings always sell at asking price or above.
  • Staging is different from interior decorating.
  • Learn how Sunita handles clients who are very sensitive about their home.
  • Sunita reassures these clients that everything she will do to the home is designed to help it sell quickly.
  • She helps the clients see that when the house is on the market, her reputation is on the line.
  • Sunita uses her knowledge of DISC profiles to assess what kinds of personalities she may need to appeal to during her presentation. 
  • Selling a home is very stressful. Realtors can help sellers feel better through this transition.
  • She could double her business, but she wants to be there for her clients.
  • There’s magic for her in staging.
  • Being genuine and coming from a helping point-of-view helps clients have confidence about choosing her.
  • Approach the client from who they are.
  • You may lose 1-2 listings before you start to understand where you might be going wrong.
  • It’s important to understand a client’s motivation and that will affect how you present.
  • It’s very important to know how the client would like you to handle their transaction.
  • Keri gives some quick tips about how to identify someone’s DISC personality type over the phone.
  • If you’re talking to someone and they interrupt you and they want to move on, you know they’re a D.
  • If someone is asking you questions and they’re trying to make a personal connection and build rapport through shared things, that’s an I. They tend to have more voice inflection.
  • If they’re asking you about details and data, that’s a C.
  • Someone who is security driven will indicate that they are not excited about change.
  • Usually when you’re meeting with a couple, you’ll have two different personality types to contend with.
  • The driver may not be the decision maker.
  • If the price is wrong the relationship with the client erodes and they go from loving you to hating you.
  • If someone wants to list their home at an incorrect price, there are two ways Sunita suggests handling it. One option is to decline taking the listing. The other is to educate them with lots of data.
  • She takes data with her and shows them in detail what has been sold.
  • She shows them that if it’s not priced right, buyers will not think you are serious and the enthusiasm goes away.
  • Sunita reminds sellers that she has no incentive to sell the home for less than it is worth.
  • Sometimes she lets them try with the agreement that they’ll reduce the price after 15 days.
  • In this scenario, put the possible price reduction in the listing agreement and document the deal right after you make it with them.

3 Key Points: 

  1. Prepare for your listing presentation with that specific client’s motivation in mind.
  2. Listen carefully while speaking with prospective clients on the phone to hear hints about their personalities and preferences. This will help you approach the client from who they are.
  3. Bring data to your presentation that illustrates your track record and highlights your  past work.

Tweetable Quotes:

  • You’re giving them confidence that you’re going to take their most valuable asset and get the most out of it.” – Keri Shull
  • “Once it’s on the market, it’s not yours.” – Sunita Bali
  • “Be genuine. If you’re excited, if you love your profession or if you are passionate, they see it.” – Sunita Bali
  • “The preparation and the conversations you have before you ever get there, you’re really trying to uncover motivation and then their pain points.” – Keri Shull
  • “We are solving problems every day.” – Sunita Bali

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