The ability to go into the marketplace with a financially attractive offer for consumers AND walk away from the transaction with more dollars than your more traditional counterparts is at the heart of Help-U-Sell’s appeal to brokers.
Think like an ordinary broker for a moment:
- The success of the office is built on one thing: your ability to attract and retain productive agents.
- Your primary tool in accomplishing this is commission split — you know to be successful you need agents and to get them, you’ll need to pay well.
- Unfortunately, the health of your bottom line is dependent on how many commission dollars you retain after splitting with your agents.
Put all of that in a hat and shake it up and you’ve got . . . a mess! Your formula for success is at war with itself! No wonder ordinary real estate offices suffer from embarrassingly low profitability if they make a profit at all (despite the fact that consumers think they’re paid way too much!).
Help-U-Sell takes dynamite to all of that nonsense. First thing we do is demystify the listing process. We toss out the notion that personality is what sellers buy when they list their property for sale. Bunk! we say. Listing is a logical thing. If you present a system with a track record of success for a fee that is reasonable, most people jump at it. Instead of two hour marathons where traditional agents warble on about how wonderful they are, listing presentations become simple, short and matter-of-fact: here’s what we do, here’s what you do and this is what it costs. Listing is so easy in Help-U-Sell that, well . . . even a Broker could do it. That’s why we take the listing side of the business out of the agents’ hands.
We believe the listing side of the business belongs to the company, and the broker or an assistant (that’s different than an agent) takes all listings. The agent’s role is on the buyer side, where we can afford to split commissions. But, since we create all the leads for our buyer agents through our large number of listings and the power of our well-conceived marketing, we don’t have to give away the farm to get and keep salespeople. We’re not asking them to call on FSBOS or Expireds, to knock doors or make cold calls to find listings. We’re not asking them to master a slick listing presentation or memorize responses to two dozen common seller objections. We just want them to take the prospects we’ve created and find them a property. Good agents thrive at Help-U-Sell.
Back to the listing side; here’s how the dollars break down:
Here’s where the ‘yeah-buts’ start to echo from the mouths of ordinary agents:
Yeah-but, with no listing agent the seller is getting less than full service!
Says who? Full service is getting the property sold for the greatest walk-away dollars in the right time frame — and we do that every day.
Yeah-but, you get what you pay for! When you list with me I’m going to actively market your property until it’s sold!
Um, let’s see . . . ‘actively market‘ . . . I guess that means put a sign in yard and a listing in the MLS, which then syndicates to a couple dozen Internet sites, right? In my experience that’s what ordinary agents do when they get a listing. In my Help-U-Sell office, we have a comprehensive marketing plan (that includes all of that and much more), orchestrated, monitored and constantly improved by . . . ME. It’s not just a bunch of agents running around willy-nilly, making it up as they go along on every listing they take.
I could go on with the ‘yeah-buts,‘ but we try to keep these posts to a ten minute read or less.
We are a very proud group, and rightfully so. We’ve taken the fluff and snake oil out of selling real estate and converted the process to logical systems that get results. We’ve done it in a way that saves consumers thousands of dollars and makes our brokers a nice profit. Who could ask for anything more?
(Note: this is a generic version of the chart used only as an example in Help-U-Sell training. Don’t try to draw any conclusions from this example – it’s totally fictitious) John has used it effectively for years – in fact, it is the centerpiece of his Listing Consultation. It graphically illustrates what his office does for sellers and compares it with what his four biggest competitors do. And, of course, it shows that he does everything they do plus a lot more. It neutralizes the ‘less than Full Service’ bomb quite effectively. Trouble is: you have to get face to face with a seller before you can use it – and if Suzy Sixpence has gotten to them first . . . .well, you may not get the opportunity.