Every week, we ask a real estate professional for their Short List, a collection of tips and recommendations on an essential topic in real estate. This week, we talked with Zac Pasmanick, a top-producing agent with RE/MAX Metro Atlanta Cityside, who explained his process for gaining buyer clients.
6. Invite the buyer into the office for what we refer to as the “Three-Step Consultation.” The first step is, we ask a series of 28 questions so we don’t waste the buyer’s time showing them what they don’t want to buy.
5. After we get that data, we sit down in front of the “amazing MLS home search system,” which, based on their questions, we see what’s available – and when we talk to buyers, we refer to it as “the amazing MLS home search system.” When you refer to it that way, given how familiar they are with the Internet, they think it’s pretty great.
4. After we do that, we then go through the benefits of how we can help them, because the new generation of buyers are really about them (the buyer), so if we show them how we can benefit them in the home search, it’s more likely that we’ll get a buyer agency agreement; however, we either refer to the agreement as “paperwork” or the “very simple loyalty agreement.” We never call it a “contract” or a “buyer’s agency agreement,” because those terms can scare off the buyer.
3. My buyer specialists know that agreement inside and out, so the biggest fear that most agents have with getting a buyer agency agreement signed is the tough questions that the buyer may ask; if you know the questions inside and out, though, then it’s very easy to overcome any objections the buyer may have. So, we practice those steps on a regular basis on my team.
2. Then, we create the appointment, because we do not create an appointment to show properties until we have the agreement signed. We do let the buyer know, before they come in for their consultation, that they will not be looking at properties that day. It’s so easy for a buyer’s agent to put a buyer in the car without an agreement; however, those are the buyers that tend to disappear. They walk into a Sunday open house and they call someone else, and before you know it, they’ve bought a house with another agent.
So, if you train the buyer’s agents to give a perfect presentation, then there’s a high likelihood that the buyer will sign the loyalty agreement. The goal on my team is to create two buyer consultations a week, and of the 104 consultations a year, to have 52 sign an agreement; and of those 52 who sign an agreement, 26 will get to closing. Twenty-six closings a year is pretty good.
1. Now, for a buyer who calls on a property and wants to see it, then that showing is what we refer to as an “audition,” or a “job interview.” You need to get to the property earlier, get the windows open, turn the lights on, etc. You need to do a great job showing that property to the buyer, because if they are unrepresented – which they normally are – they’ve met other agents at properties who show up ill-prepared and not dressed for success.
And lastly, I do require all of my agents to dress for success, because even though we should not be judged by how we look and what we wear, we are. So it’s very important that the men on my team wear ties, and that the women are dressed in proper business attire.
Zac Pasmanick has been an agent in the Metro Atlanta market for more than 30 years, and has been involved in more than 4,700 home transactions. With designations that include a CDPE, CRB and GRI, Zac is a Life Member of the Atlanta Board of Realtors’ Million Dollar Club and a Five Star Professional Foreclosure REO Specialist.