Make sure the house is clean and smells fresh and that the lawn is well-manicured and looks maintenance free. We all know that swimming pools, lawns, flower beds, and light-colored carpeting take work to keep them that way. But, we just do not think about it if everything looks perfect. One dandelion in a two-acre lawn can cause a prospect to wonder how many hours a week he or she will spend maintaining the yard.
If the house has any special features, such as energy efficient windows, a lawn sprinkler system, or a fenced yard, make sure to point them out to prospective buyers. Comment about how that feature might be important to your prospect. This is called a feature/benefit tour. You point out a feature, and then you describe
Compare the following two conversations.
You: “Here is the completely fenced-in back yard.” Prospect thinks: “So? I do not have children or pets.”
Prospect says: “That’s nice.”
You: “Here is the completely fenced-in back yard. I know you do not have children or pets, but this is a really nice feature because it keeps other people’s pets, and their deposits, out of your yard.”
Prospect: “That is a really good idea. At my mother’s house,
the dog next door is always….”
In order to do a successful feature/benefit tour, you must know a little bit about your prospect. Spend some time chatting, just getting to know him or her and any common interests. By doing this, you accomplish three goals.
1. You put your prospect at ease because he or she expects you to start selling right away. When you do not sell, your prospect lets his or her defenses down.
2. You establish common ground, find opportunities to bond, and enhance your credibility.
3. You find out information to use in your feature/benefit tour.