first part<\/a> we talked about love price, now we talk about\u00a0the importance of the pitch to the buyer.<\/p>\n <\/p>\n
Transcript:<\/h4>\n
Kevin:<\/b>\u00a0 Peter Hutton has written a book called \u201cThe Love Price,<\/i>\u201d <\/i>and I\u2019m talking to him about that this morning. A great book for buyers or sellers, if you want to know a little bit of inside knowledge about how agents work and how you can get the best price if you are selling.<\/p>\n
I continue that talk with Peter Hutton.<\/p>\n
There is another point I want to raise with you. In a part of the book, you talk about the importance of the pitch to the buyer. What do you mean by that?<\/p>\n
Peter:<\/b>\u00a0 The pitch is like the pointy end of the whole process. You\u2019ve promoted the property, you now have your open home and buyers are coming to the property, and that\u2019s where a pitch starts. You\u2019ve probably heard of the term elevator pitch, where you have 30 seconds to convince somebody to buy your service of product.<\/p>\n
That\u2019s pretty old school, actually, when you\u2019re thinking about pitch. We\u2019re not in a rush. We have more than 30 seconds, so there\u2019s no point trying to hammer a buyer in to buyer a property they moment they walk into a property.<\/p>\n
Pitch is like a bit of a dance, really. They come in to the property, and how you manage that process, and how you help them understand the property, and how that then moves towards closer to them, asking the kind of questions that signals that this buyer is somebody who has got a deeper interest, and how you follow up on them as an agent in those critical conversations that we have in the days after a buyer has gone through a property is crucial, and that\u2019s part of the pitch.<\/p>\n
Then the pitch rolls into now the buyer is getting closer to making a buying decision, and how do we move them towards the negotiation table? Then once they\u2019re at the negotiation table, how do we actually help move them so that it\u2019s natural, it\u2019s not manipulated, but they are opening up their pocket, so to speak, their wallets, to actually buy that property and get that property? That\u2019s what pitch is all about.<\/p>\n
There\u2019s a real art to it, and I think one of the key things that an agent should learn is how to negotiate. I don\u2019t see enough of that in the industry of education. They get taught how to list a property and do listing presentations and be really good at prospecting, but negotiation, to me, is the critical part of the whole thing.<\/p>\n
Kevin:<\/b>\u00a0 Yes, a great lesson is for agencies to be able to demonstrate how well they\u2019re going to negotiate. There has been a lot of training around that over the years, for agents to be able to show sellers how they can negotiate, and even for a seller to ask a question like, \u201cIf someone comes in with an offer that\u2019s $50,000 below what we\u2019ve already told you we\u2019ll accept, how will you negotiate those people up?\u201d A good agent should be able to tell you that.<\/p>\n
Peter:<\/b>\u00a0 Yes, exactly. That\u2019s right. There are various schools of thought about that, and when I wrote the book \u201cThe Love Price,\u201d Kevin, one of my best friends is a prominent barrister \u2013 I won\u2019t mention his name because he\u2019ll get embarrassed.<\/p>\n
Kevin:<\/b>\u00a0 He\u2019ll probably sue you.<\/p>\n
Peter:<\/b>\u00a0 Yes, he\u2019ll probably sue me. I asked him to have a read of my book first, because he teaches negotiation all around the country, and I have a thorough listing of dos and don\u2019ts in the book about negotiation. It\u2019s very good for a homeowner to read them, because they\u2019re in the negotiation, as well, obviously. He just gave it a big thumbs up, which is fantastic.<\/p>\n
Kevin:<\/b>\u00a0 Yes. It\u2019s a great read, and I thoroughly recommend it to anyone. We\u2019re going to round this chat out very quickly, mate, but I just wanted to touch on a point that you did raise, and that was people choosing their agent.<\/p>\n
I was surprised in that CoreLogic survey to read that 38% of people said they only interviewed one agent. Is that changing? Do you think people are becoming more attuned to the selection of the agent, so therefore, they only need to talk to one?<\/p>\n
Peter:<\/b>\u00a0 I think, unfortunately, the world has become so busy and we make decisions quite quickly. In interviewing somebody, we go, \u201cOkay, we\u2019ve seen their signs up. They have good listings.\u201d There\u2019s a lot of social proof of an agent\u2019s success, but as I said earlier on, Kevin, that actually is no indication that they\u2019re actually the best agent.<\/p>\n
What I would suggest to any seller is, yes, interview that agent, definitely. Why not? You\u2019d be crazy not to. But, also, choose at least one or two others that are different to them and get some balance into your decision making. Yes, it\u2019s going to take a little bit more time \u2013 you\u2019re going to have to spend another hour or an hour and a half with each of those agents \u2013 but it\u2019s well worth it.<\/p>\n
Kevin:<\/b>\u00a0 Speaking of time, we are out of it. Pete, thank you so much for your time. The book is called \u201cThe Love Price,\u201d <\/i>and you can find a little bit more about it by going to Pete\u2019s website, HuttonAndHutton.com.au.<\/p>\n
Pete, once again, thanks for your time, mate.<\/p>\n
Peter:<\/b>\u00a0 Thank you, Kevin. My pleasure.<\/p>\n","protected":false},"excerpt":{"rendered":"
In today\u2019s show we talk to\u00a0Peter Hutton,\u00a0Brisbane real estate agent and the author of the book,\u00a0\u201cThe Best Price For Your Home is the Love Price.\u201d In the first part we talked about love price, now we talk about\u00a0the importance of the pitch to the…<\/p>\n","protected":false},"author":176692473,"featured_media":5123,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10,13,25],"tags":[101],"class_list":["post-25231","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kevin-turner-sponsored-channels","category-latest-story","category-sponsored-channels","tag-podcast"],"yoast_head":"\n
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