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The Secret To Transforming Seller Objections Into Listings

By Sarah Layton

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You and I know that your ideal clients should be listing their house with you.

The problem is, they don’t always understand just how much you bring to the table. In fact, they often have a long list of reasons why they shouldn’t list their house with you.

But did you know that those objections that you keep hearing are actually one of your most significant assets as a real estate agent? The key to extracting the value out of those objections is knowing how to address them and use them to your advantage.

Why Objections Are So Valuable

In any sales situation, there are going to be objections. Any time there is a reason to do something, buy something, sell something, there is a reason not to.

The two most common problems that most people in sales run into is that they don’t know what their prospects objections are, or don’t understand how to overcome them.

Knowing what your ideal clients’ objections to listing with you are, is more than half the battle!

Once you know what those objections are, you will be able to create content that addresses those objections in the most effective way.

The trick is getting to know what those objections are. Let’s begin there...

Create A List Of Common Objections

Even if you have never delivered a single listing presentation, you should be able to come up with a list of common objections that sellers will give you as to why they should not list their house with you.

First of all, all sellers will have a few shared common objections like:

  • “Other agents have agreed with me about a higher listing price.”

  • “My friend is a real estate agent, so I am going to list with them.”

  • “We know the house best, so we can just sell it ourselves.”

Objections like those are so standard you can bet that you will hear them at some point.

However, depending on who your ideal client is, they are going to have a specific set of objections.

There are a couple of ways that you can identify what those specific objections are, beginning with the profile that you have created for them. In your profile of your ideal client, you should have a list of their desires, goals, challenges, and fears. Those desires and fears will reveal some specific objections that they are likely to have.

For example, if one of their challenges is that they have a hectic lifestyle, the idea of selling their house and having to move will likely cause them to try and put off selling until later.

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Another easy way to figure out what those objections are is to look back at the ones that you have previously received during listing presentations with your ideal clients.

Being able to address these types of concerns more specifically will make your prospects feel as though you really understand them and will cause them to trust you more easily.

At the very least, you should be able to come up with a list of 10-20 objections that are both generalized and specific to your ideal clients.

The Next Steps

Once you have your list of objections, it is time to create content that answers those objections effectively.

There are several ways that you can recreate this content to leverage these objections and squeeze every ounce of value out of them as possible.

Here are a few of my favorite types of content to use to combat and defeat your ideal clients’ objections once and for all:

  • Your real estate blog

  • Your real estate Alexa Flash Briefing Skill

  • Your real estate podcast

  • An FAQ page on your real estate website

  • A webinar on selling your house

I suggest that you start with an FAQ page for your real estate website. From there you can expand on each objection/question in a blog post, podcast episode, Alexa Flash Briefing update, etc..

Always remember to inject as much emotion into every answer as possible. At the end of the day, emotions sell more than dry facts and logic. Draw them in with emotional appeals and close the deal with the logic.

Want Help Getting Listings With Common Objections?

I would love to work with you to develop a list of the best objections and leverage them into more listings through powerful real estate content.

To get started, book an initial consultation with me here.