Realty Agents

Waging War on Real Estate’s Discounters were words I appreciated having put in my mouth!

Real Estate is taking a beating on so many fronts these days. As agents we need to be as prepared as possible for any and all hits on our business.  There isn’t a listing appointment we go on where the seller wants and expects us to work for little or nothing while providing top notch service.  Providing service like this is ok, if you are listing Mom’s house, but for any serious business person who plans to actually make a profit, it is important to be able to protect your commission.

Bernice Ross is real estate trainer and coach who has put together a package to help agents ”unlock the door to a full commission.” The package consists of a 322 page book, 2-CD set and a fist full of handy index cards with scripts for combat! 

I love the scripts!  In the contemplative moments prior to going into battle, I sit quietly focusing on my game plan.  I try to anticipate every objection the seller may throw at me and prepare for it by reciting OUT LOUD from the script cards.  Hearing the words roll off my own tongue a few times in practice makes it more believable and real to me when I have to retaliate in battle!

Product Description
In the book, Waging War on Real Estate’s Discounters, Ross offers strategies for commission preservation by articulating the agents value proposition and benefits to the seller. She states on the first page war is not with the competition, but with ourselves! The book offers valuable advice on tactics for winning the psychological war, building a campaign, developing a niche, becoming “Client-Centric not Agent-Centric”, components of killer websites and much more. 

Script Cards are divided into three sections. 1) 18 script cards offer responses to the question, “Will you reduce your commission.” 2) 55 scripts offer ways you can describe your point of differentiation from the competition.  3) 8 scripts designed to help you deflect attacks on your commissions in other situations.

The 2-CD package is an audio version of the scripts, perfect for filling commuting down time.

The three products are sold separately or in a kit.

Pros
Bernie Ross is an excellent communicator.  Her ideas are not always her own, but she makes a point to credit the contributor, which so many real estate educators fail to do.  Her suggestions are based on the depth of actual experience.  Tried and true beats drummed up phony sales talk any day of the week.

Cons
The only con I can come up with is getting all three products at the same time caused me focus frustration.  Having to decide which one to jump into was painful! 

Does it help sell homes?
Yes.  The scripts and dialogue may not be for everyone, but an agent adopting one dozen, well performed and appropriate scripts will find success in defending his commission.  The book offers innovative marketing strategies for outsmarting your competition without ever uttering a bad word about them.

Bottom Line
Selling real estate is as much about having confidence your ability and services as it is about the technical aspect.  Waging War on Real Estate’s Discounters sheds light on the reality of the situation.  We are only worth what we think we are and if we can’t defend our own commission, how can we negotiate the best deal for the seller?  Bernice L. Ross guides us in the best possible way.

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Previous Comments

"Selling real estate is as much about having confidence your ability and services as it is about the technical aspect.”

Amen, to that!  Your confidence going in really is sometimes the biggest factor at play.  If you can show that you’re confident in your knowledge and abilities, the client is more likely to take your advice on pricing, marketing, listing commission, and everything else involved.  Great post!

Posted by Ryan Hukill  on  03/13  at  09:30 AM

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