Business View Magazine - August 2023

64 BUSINESS VIEW MAGAZINE VOLUME 10, ISSUE 8 Teresa, “This is a better way to sell homes, and it puts more money in consumers’ pockets. It also takes the pain points out of it.” She points out that although many ibuyer companies are promising to simplify the process, the sale price is on average 25% less than what a seller could normally get. “We have come up with a program that offers all the conveniences of an ibuyer program but puts all that money not only back in their pocket, but we’ve been able to accomplish getting more than even the home is currently worth through our program,” she adds. Harnessing Psychological Drivers for Sales Success 72SOLD leverages four psychological drivers that the Hague’s maintain are foundational to effective selling. These are scarcity, social proof, fear of loss, and opportunity. In different market conditions, the techniques used in marketing and selling homes may vary, but these four drivers are consistently employed to achieve successful results. In a strong seller’s market with high buyer demand, creating social proof and a competitive environment is crucial. Showings are scheduled close together, allowing buyers to see each other and generating a sense of urgency. “These showings are 15 minutes apart in a two or three-hour window so that buyers see each other coming and going. That creates a competitive environment, the fear of loss. Then we have a process where we talk with those buyers and their agents over the next day and strategically keep using the competitive environment to get them up in price until we find who wants the home the most and who will pay the most,” elaborates Greg. In a more balanced market, a public unveiling is planned, with appointments scheduled to give buyers the impression of being the first to see the home, minimizing the negative impact of time on the market. “The single biggest price depressor is that the value proposition is, and all they have to judge by initially is the photos,” Greg maintains. From there, the process includes what he describes as “curiosity creating ad copy”, which continues to entice the buyer. “Then, in a nutshell, the other steps in the program are what you say to buyers to make them even more interested in seeing the home,” he says. During the showing process itself, the program incorporates a comprehensive seven-step approach to highlight the home’s uniqueness and value. Agents are trained to discuss peripheral aspects such as the neighborhood and community, providing insights that enhance perceived value and desirability. “Additionally, we have a step nine process that involves a five-step conversation with buyer agents after they’ve submitted an offer, enabling us to gauge the buyer’s willingness to pay above the offer price. This helps our sellers avoid blind counteroffers and negotiate more effectively,” Greg adds. Our program is designed to help affiliate agents go in and help sell these homes at anywhere from 8 to 12% higher than the national average,” says