You and I both know your ideal clients should be listing their house with you. The problem is they don’t always understand just how much you bring to the table. In fact, they often have a long list of reasons they shouldn’t list their house with you.

Fortunately, the objections you keep hearing are actually one of your biggest assets as a real estate agent. The key to extracting their value is knowing how to address them and use them to your advantage.

Objections will make their way into any sales situation — any time there is a reason to do something, buy something or sell something, there is also a reason not to. You’re about to learn why identifying the value of these objections is so important and how to harness that value by creating content that effectively addresses them.

Create a list of common objections

There are two very common problems most salespeople run into: they don’t know what their prospects’ objections are, or they don’t understand how to overcome those objections.

Knowing the objections is half the battle. And even if you have never delivered a single listing presentation, you should be able to come up with a list of common objections that sellers will give you as to why they should not list their house with you.

All sellers will have a few shared common objections, such as:

  • “Other agents have agreed with me about a higher listing price.”
  • “My friend is a real estate agent, so I am going to list with him/her.”
  • “We know the house best, so we can just sell it ourselves.”

Objections like those are standard, so expect to hear them at some point. It shouldn’t be too difficult to come up with a list of 10-20 objections that are both generalized and specific to your ideal clients.

Depending on who your ideal clients are, you might hear a more specific set of objections; there are a couple ways to identify what those specific objections are, beginning with the profile you’ve created of them.

In your profile of your ideal clients, you should have a list of their desires, goals, challenges and fears. Those desires and fears will reveal specific objections they’re likely to have.

For example, if one of their challenges is having a very busy lifestyle, the idea of selling their house and having to move will likely cause them to postpone selling.

Another easy way to figure out what those objections are is to look back at the ones you have previously received during listing presentations with your ideal clients.

Being able to address objections more specifically will make your prospects feel as though you really understand them, and they will trust you more easily because of it.

Creating content around objections

Once you have your list of objections, you can create content that answers those objections effectively.

There are several ways you can recreate this content to leverage objections and squeeze every ounce of value out of them as possible.

Here are a few of my favorite types of content to use to combat and defeat your ideal clients’ objections once and for all:

  • Your real estate blog
  • Your real estate Alexa Flash Briefing Skill
  • Your real estate podcast
  • A frequently asked questions (FAQ) page on your real estate website
  • A webinar on selling your house

I suggest that you start with a FAQ page for your real estate website. From there you can expand on each objection/question in a blog post, podcast episode, Alexa Flash Briefing update, etc.

Creating blog posts around each objection is especially valuable because it will boost your search engine optimization (SEO) and position you as an expert. Furthermore, you can sell advertising space or put affiliate links in your blog to monetize your content.

Always remember to inject as much emotion into every answer as possible. At the end of the day, emotions sell more than dry facts and logic. You want to draw people to your content with emotional appeal and close the deal with the logic.

Sarah Layton is the real estate content marketing expert behind and owner of Layton Media.

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