The easiest way to stand out to a prospective seller or buyer is to find out what their “WIIFM” is. “WIIFM” stands for “What’s in it for me?”. Think of WIIFM as someone’s internal radio station, the first filter that they put information through before making a decision. Tuning in to someone’s WIIFM is easier than most people think; all you have to do is just ask open-ended questions like these:
- When looking for an agent, what are your expectations?
- What would you like to see from me to know that I’m doing a good job?
- What do you expect out of an agent?
- I want to earn our business; what do you need in an agent?
Going a step further, you can incorporate “power words” to evoke emotion. Using words like “amazing,” “best,” “exciting,” and “love to,” makes you memorable. Consider slightly altering one of the above questions with power words, like so: “To be the best agent for you and make this the most amazing experience for you, what would you want to see from me as your agent?”
Whatever response the client provides you, reflect on it, and then explain how you’re uniquely equipped to fit that need. For example, if the client reveals that they’re a first-time buyer who’s a little unsure about the process and wants someone to walk them through it, you could respond with:
“I love working with first-time buyers. I can take you through each step. I always stay in communication with my clients, especially once they go under contract, to make sure we don’t miss a beat. What I love to do with first-time buyers is meet in person and go over the home-buying process in detail so they know what to expect. What time today works for you?”
Alternatively, if the client reveals that they’ve bought and sold a ton of properties in their life, you can let them know that you excel at contingent offers and are stellar at handling multiple-offer situations. Say something to the effect of, “We’ve picked up and pioneered a ton of tips and tricks to help you get the most money out of your home, so you’ll want me as the agent handling your selling needs.”
Don’t forget to add anecdotes, too. If someone says that they want to look at a ton of different homes before making a decision, you can let them know that you’ve helped previous clients look at as many as 40 different properties before pulling the trigger; you’re in no rush and are ready to move forward at their speed. Saying, “This is an important decision, and I want to help you make the right one,” will comfort the client, and make them feel justified.
If the client is nervous about how tight the market is, share examples of how you were able to help another client win the house they wanted despite having submitted one of the lowest-priced offers. It’s a great segue into an explanation of all the different techniques you have to make a client’s offer stand out among the competition.
That said, the important part about finding a person’s WIIFM is authenticity; be genuine in your responses, and don’t just try to say something vague or exaggerate a story in order to match their WIIFM. At 3:39 in the video above is a list of value statements that you should stress to the client if—and only if—they apply to you.
Hopefully, you found these simple strategies for engaging with prospective clients enlightening. We have plenty more tips and tricks where they came from, so stay tuned! In the meantime, don’t hesitate to reach out by phone or email if you have any specific questions or concerns we could help with.