Certainty For Your Real Estate Career. Lessons learned from Josh Stern who took the KW models & systems from 20 transactions a year to more than 350 transactions a year. Attend a Free Training
How do top-performing agents consistently gain buyer commitment and loyalty? You can’t gain buyer commitment just by showing homes but by delivering a professional experience that positions you as the go-to expert in your market.
Top agents at Keller Williams have mastered a simple, structured approach that combines building rapport, educating clients, and being transparent. They consistently grow their businesses using the practical strategies from The Millionaire Real Estate Agent (MREA) playbook.
We’ve worked with hundreds of buyers, signing nearly all exclusive buyer agreements before ever stepping foot into a property. Here’s how you can replicate this success in your buyer presentation:
1. Start with strategy sessions. Intentionally set the stage for professionalism by meeting your clients in your office or via Zoom. Being in a professional environment establishes authority and builds rapport.
When they arrive, take the time to learn about them using the FORD acronym: Family, Occupation, Recreation, and Dreams. Write down their answers as they speak, showing you listen and care about their needs.
Once you’ve made that personal connection, dig deeper into their timeline and motivation. Ask questions like, “Why are you buying now?” and “What does owning a home mean to you?” These insights will help you tailor the experience to their goals.
One powerful question I always ask is, “How do I make this experience a perfect ten for you?” After they answer, I ask, “Is there anything I could do to put a plus on that ten?” Finally, let silence do the work when you ask, “If my team and I can make this a ten-plus-plus for you, what would that look like?” This technique uncovers deeper motivations while showing your commitment to providing exceptional service.
2. Education and credibility. After you’ve built rapport, the next step is to focus on educating your buyers. Explain important concepts like absorption rates, competition levels, pricing trends, and market conditions. Use these insights to create a tailored offering strategy that fits their situation.
Next, walk them through the five-step home-buying process: Writing offers, understanding contingencies, setting expectations around earnest money, clarifying settlement versus closing, and discussing possession timelines. By detailing each step and explaining how contingencies might change based on different scenarios, you set clear expectations and reduce uncertainty for your buyers.
This level of preparation sets you apart from casual agents who just provide MLS access. You’re helping them find a house and guiding them through homeownership’s complexities with expertise and professionalism.
3. Believe in your value. After educating them about the home-buying process, we discuss the value I bring to the table. It’s not just about what you offer; it’s also about how buyers perceive that value. It’s important to understand what your clients value and what will make them feel satisfied.
Differentiate yourself by offering solutions to their core problems and positioning your pricing effectively. This approach builds trust and helps ensure that your clients feel confident in their decision to work with you.
4. Transparency in financial discussions. Talking about how you get paid as an agent can often feel awkward, but you can break the ice by asking your clients, “Do you know how I get paid?” This opens the door to discussing cooperative compensation, seller contributions, and negotiation opportunities within the offer terms. Being transparent about these aspects builds trust and ensures everyone’s expectations are aligned.
However, it’s not just about explaining payment structures. You should also emphasize your unique value proposition. Again, believe in your worth—not just in what you offer but also in how the buyer perceives that value. Your pricing should reflect the value you provide.
Take the time to understand what your clients value most and adjust your pricing accordingly. Differentiate yourself by addressing their core problems, effectively positioning your pricing, and stacking value throughout the buyer journey. This approach enhances your reputation and fosters a stronger connection with your clients.
Those are just a few of the strategies from the MREA playbook that I’ll be covering in our upcoming Buyer Series live training. We’re kicking things off at Keller Williams Salt Lake City on April 9 at 12:00 p.m. and at Keller Williams, Utah, on April 16. We’re committed to empowering our agents to make more money this year.
Let’s focus on building success together. If you want to personalize any of these models for your business, book a one-on-one call or contact us directly at (801) 252-5226 or headcoach@kwutahcoach.com. It’s been a challenging couple of years in the market, but now is the time to win and take market share. I’m with you every step of the way.
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Certainty For Your Real Estate Career. Lessons learned from Josh Stern who took the KW models & systems from 20 transactions a year to more than 350 transactions a year. Attend a Free Training
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Free Business Planning Call. Book a 1-on-1 with a coach to write a proven business plan (GPS) that gets you more home sales in 2025. Request a Call
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