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USING CASE STUDIES TO BUILD YOUR CLIENT’S TRUST

USING CASE STUDIES TO BUILD YOUR CLIENT’S TRUST

April 18th, 2019 Latest News

When you’re at a listing appointment, your goal is to present a compelling case for your client to choose you as their Real Estate Agent.

This means you’ll be making promises and recommendations about marketing and selling their property — but the thing is — you need to be able to back all those claims up with proof and real-life examples.

Case studies.

You see, unless you’re working with a repeat client or a referral, when you promise a vendor you’re going to do this and that, they’ll be naturally inclined to receive all of that information through a filter of doubt.

Sharing a relevant and impressive case study will translate those promises into hard evidence and support you in covering all bases when it comes to soliciting your client’s trust and confidence.

Here are a few key points to keep in mind when it comes to using case studies to your advantage in a listing appointment:

  1. There’s a difference between sharing a good result and a case study.

Here’s an example:

“We sold a property around the corner from you for a really great price!”

That’s not a case study — it’s a just a result.

A case study would walk your client through the details — the success strategy — of how it was sold for a great price.

What was the behind-the-scenes success strategy that in turn achieved that result? What was the marketing program? The buyer interest in the property? The first offer on the property? The eventual sale price?

A case study provides insight into the entire process.

  1. Case studies can either be success stories or horror stories.

Obviously, you would use a competitor’s horror story, which then became your success story.

An example of this could be where a past client did not take your advice or recommendations on board at a listing appointment and instead chose another agent. After three months they may have returned to you, disappointed and begging for you to finally sell their property — and so you did — quickly.

See? A horror story turned success story.

  1. Your case studies must be relevant to your client and their situation.

There’s no point using your favourite, most impressive case study — whether it’s a personal case study or one from within your agency — if the strategy does not reflect your client’s situation and the recommendations you have made.

Sharing a case study on a four-bedroom home when your client is wanting to sell their apartment does not add value. In fact, your client is likely to assume you’re not a specialist and that you do not have a track record in selling their kind of property!

You case study needs to reflect similarity of property types, price points and market conditions.

  1. Don’t call it a case study.

You don’t need to actually refer to it as a ‘case study’. All your client needs to know is that you have a story about a recent experience with a similar property and situation that backs your promises, claims and strategy with a successful outcome!

“I’d like to share with you a property we sold recently that has some similarities to your property.”

We encourage you now to discuss with your team how you can utilise case studies to supercharge your listing appointments!

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