A chat with one of Australia's most respected agents, Cherie Humel of Clarke & Humel
You might have caught this webinar that we put together with our friend Tom Panos and leading northern beaches sales agent Cherie Humel of Clarke & Humel. If you missed it, don’t worry! We thought we’d put together a handy recap so you can catch up on some of Cherie’s insightful advice for standout listing presentations.
Cherie says:“The listing process is really a two-stage thing for me. First, I go in with a more question-based market appraisal, which is followed by the actual listing presentation.”
It’s important to think of these two steps separately. The appraisal is a short meeting where you can get to know the property as well as gain an understanding of why the vendor is selling. It’s also a good idea to give yourself some time to actually think about the home’s worth – it’s an emotional sale so you don’t want to give a price based on excitement in the moment.
How do you build trust?
Cherie says: “I actually use my background as an architect a lot. Most agents will highlight the home’s best attributes but I’ll go a step further and research things like what can be built on the property, or what’s happening in the street.”
Basically, it’s all about building a genuine connection with the vendor. There’s no point trying to engage with them about something you’re not familiar with. If you present yourself authentically – in Cherie’s case by talking about architectural ideas she’s familiar with – you can build credibility and trust.
How do you talk about price?
Cherie says: “It’s all about gathering information. At the appraisal I’ll ask if they have a ballpark figure in mind or if they’ve seen similar homes for sale; and before the listing presentation I’ll be very methodical with researching comparable sales.”
Sometimes it also pays to have the tough conversation. If a vendor wants a lot more than the actual value of their home, you can honestly say that it might be worth waiting a while to sell. When you’re managing vendors’ expectations, the price they have in mind will also depend on their motivation – you don’t just need to know what they want, but why they want it.
How can you stay top-of-mind after the presentation?
Cherie says: “I always ask their permission to stay in touch and most of the time I do get a yes. For the follow-up call I’ll see if they have more questions, and I might give them some extra information or insights.”
Without being one of those agents who calls every other day, a follow-up call is a great way to let the vendor know you’re there for them and that you’re proactive. If you’re providing more value for them with a quick phone call, you’re likely to stand out from other agents.
Any last words of wisdom?
Cherie says: “Be authentic and be professional. Our best agents are always working exceptionally hard, doing their research before each presentation, and building their property knowledge.”