It was 2018 when Garrison realized how much time he was wasting with buyers. It’s not that the buyers were a waste of time; it was him! He was simply meeting clients at properties and giving them tours, day after day after day…

It didn’t make sense. He knew that most new buyers don’t understand what is involved in buying a home or what the agent does in the process, and he had the ability to educate them. So why was he being reduced to a door opener?

It was time for Garrison to reimagine his buyer consultation process – and increase his value.

Now when Garrison books an appointment, it’s not to show a home, but to show everything a consumer needs to know about buying a home.

“It seems like you would benefit from learning all about the process of buying ahome from start to finish. Why don’t we get together so I can teach you everything – where you are protected and where you are at risk – so you can act with more confidence going forward? Sound good?”

With better educated clients, Garrison sees them asking fewer questions, making more confident decisions, being more committed to working with him, and trusting his expertise.

RATIONALE

Garrison has meticulously refined the sequence of his presentation. He begins by building rapport and along the way encourages the buyer to express their dreams. But there’s a problem that stands between the client and their dream (which Garrison now presents) – they don’t have the critical knowledge required to safely enter the buying process. Garrison to the rescue! He dives straight into educating them. He demonstrates the quality of service he provides while informing his clients on the value they can expect him to deliver in the future. So, simply put, his process is 1) Build rapport, 2) Educate, 3) Promise. With those three in place, the client has sufficient and compelling information to sign on as a client.

Only after signing them as a client does Garrison move forward. It’s not that the buyer-broker-agreement is necessary upfront, but it ultimately saves time. If the prospective client doesn’t want to proceed, Garrison has saved time by limiting his presentation to the essentials.

Finally, he makes sure the client departs with clear action steps. If his clients are going to find a home as soon as possible, they need to get into action.

KEY DOCUMENTS

Get them in the toolkit

• Client Information Form
Collect contact info, family details, hobbies and interests. A home is a lifestyle.
• Dream Home Form
Set the stage for the search, identifying priorities and areas where he can compromise.
• Outline of the Sales Process
Walk through each step of the process, “stacking the cool” with mention of additional services he can provide, and ensure that buyers are serious.
• Example of Residential Purchase Agreement
Highlight what is most important and discuss key terms and contingency considerations.
• “Here Is What I Do for You” (one-page print piece)
List all activities he performs for buyers.
• Buyer Representation Agreement
Get buyer commitment.
• Map of the Market
Identify areas for buyers to consider and what they can do to prepare for their search.
• Mortgage Write-off Sheet
Show potential affordability with mortgage tax write-offs considered.
• Client Instruction Sheet
Share helpful pointers and tips.
• Next Steps
Schedule buyers with a lender for pre-approval and visit neighborhoods and showings.