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Selling or renting real estate is a game of competition. In any market, but particularly in a market like we have been in, it is imperative that you take qualified prospects and usher them into your private presentation domain. We will focus in other articles about how to attract qualified prospects, but for now let’s focus on why you need to get them away from the competition and over to your presentation arena.

By Presentation, we mean any and all mediums you choose to use to present your property in the very best light. What happens when you succeed in getting a Prospect your presentation?

First, you are in a focused environment that is protected from the overcrowded marketplace. You can’t control the way your competitors are going to present their products. You can only control the way you want to present. The marketplace is loud and crazy and competitors are willing to do things that you wouldn’t do just to get ahead. A confused mind is one that will not make a decision. You need to attract them to an environment where all of there focus is on just your Presentation.

Second, you get to present the story the way you want it presented and not the way a listing service says it should be presented. Buyers and renters are hungry for information and will appreciate a different approach. Aggregators and their systems work because they deliver a uniform product to users across all properties. Unfortunately, they sacrifice pizzazz and creativity along the way. You as the property Seller or Renter suffer.

Third, when you control the process, you can guarantee that you will be at your most persuasive 100 percent of the time. This is because you are going to force prospects to listen to your story only after you have polished it and locked it into place. We are not talking about a physical live presentation here. Rather, a pre-prepared presentation that can iterate over and over. No worries about having a bad day, or a sleepless night, or personal problems. Your prospects are going to listen to you every time when you are the most compelling.

Fourth, your presentation will allow you to market on something other than price. Aggregation services, although beneficial to the user/prospect, present lots of competing products in a fashion where everyone looks the same. Unfortunately, the default selection criteria for Prospects in this environment is often–price. By getting your Prospect in front of only your presentation, it will give you the opportunity to persuade someone that your property is special enough that they should pay more than competitors are willing to offer their properties.

Finally, in a protected, focused environment, you can offer your prospect the immediate opportunity to view your real estate, after they have been marketed to and are excited about your property.

As we like say, help your Prospects to get from confusion and uncertainty to focused and directed. Focus all of your marketing on persuading your prospects to come to your private real estate message, whether that is a website or a pre-recorded 800 telephone number. At this point you have the highest chance of capturing a great Prospect for your rental or sale.

In order to be successful during a negotiation, what skills are really required? One skill that is all too often overlooked in my opinion is bravery. I like to define bravery as the willingness to try something that just might fail. If you are willing to take this leap of faith, sometime you can rescue a negotiation that seemed like it was doomed to failure. Just exactly how a negotiator can become brave is something that I believe that we need to talk about…

It’s Time To Take Risks

As a negotiator, you need to set goals for each negotiation that you enter into. There are many different types of goals that you can set, but the best ones are those that are so called “stretch goals” – just a little bit out of your reach. Doing this can be quite scary for a negotiator.

By setting challenging goals for yourself, you must know that you are now running the risk of having your negotiation end up in a deadlock. Yes, I’m not going to tell you that this is not a real risk. However, I can assure you that the research that has been done on negotiations has shown that negotiators who are willing to set their goals higher almost always end up doing better.

Being Brave Means Being Willing To Spend Time

Although it often does not cost you anything to participate in a negotiation, there is a currency at play here. That currency is called time. In any negotiation, time is money and the more time that you spend on a negotiation, the more expensive that negotiation is going to be.

What you need to do is to make sure that you make enough of an investment into each negotiation that you participate in. Take the time to learn about the countermeasures that the other side will use, the negotiation styles and negotiating techniques that they will use, and their time limits. By doing this you’ll end up having a better grasp of their willingness to concede or compromise.

What All Of This Means For You

As negotiators, we all want the same thing out of our next principled negotiation: we want to reach a deal with the other side of the table that we can live with. In order to make that happen, more often than not we need to show some bravery during the negotiation. Knowing how to do this can be the secret to our success.

One simple way to boost our bravery during our next negotiation is to set our negotiation targets higher. These stretch goals do run the risk of creating a deadlock, but the payoff can make it all worthwhile. Another way to boost our bravery is to make sure that we spend the time that is required to reach a successful outcome. Finding out what motivates the other side of the table is the key to our being able to reach a successful deal.

Using these two techniques can boost our probability of success in our next negotiation. Take the time to study how you can apply them to your way of negotiation and you’ll be surprised at how successful you can become!