In case you haven’t heard, there’s a new way to CMA, and it’s SO much better. In a recent blog, we unveiled why offering a Professional Equity Assessment Report (PEAR) in place of a traditional CMA is a much more effective strategy for capturing appointments and getting listings.
To sum it up, a PEAR goes a step beyond “how much can I sell my house for?” and instead answers the question that potential sellers really want to know: “how much equity do I have in my home?” By answering this question, you’re not only able to talk listing price and purchasing power but you’ve just proved yourself as the agent up to the task.
But like many other great new lead follow-up tactics you hear about, knowing how to use the tool is just as, if not more, important as having it. We feel that and are offering a way to make it simple.
Just follow these three easy steps, and you’ll be instantly differentiating yourself from the competition and getting more leads and listings in your pipeline.
Step 1: Email Your Database
Once you’ve downloaded the free PEAR template, you’re ready to start offering it to your sphere of influence. The easiest way to do this is to just send a one-off email to friends, family and former clients who have been in their homes for at least __ years.
Talk it up, and touch on a couple of these features in your language:
It’s great for everyone (referrals, please)
This not only sets up why you’re reaching out (new), but also that you’re just trying to help them out. You don’t even have to ask if they are thinking about selling. It’s just a casual check-in, and oh yeah, I’m offering this too.
If you’re still struggling with the right words, we’ve made it really easy with our ready-to-go email template you can download.
Pro tip: You can also use the email copy to make a video.
Step 2: Follow-Up
Any top agent will tell you that being a great advisor is about building relationships. That way, when you call out of the blue to just chat equity, it doesn’t seem like there’s another agenda.
So what happens when you don’t get responses to your PEAR offer email? You call them up and ask if they want to grab a coffee.
By following up with a casual phone call, you’re just continuing to build the relationships while also offering value. Take a look at our scripts to see how we’d do it.
Step 3: Presenting the PEAR
The key to delivering the PEAR is that it’s in person. This isn’t something you’re just emailing out. It’s part of your listing presentation….but can be done without the formal “I’m selling” precedent.
Ideally, a PEAR presentation is done in the home. If it’s a former client, you can pitch it on its own to start the selling conversation. If it’s a potential buyer or seller, you can offer it along with a standard listing presentation.
The whole point is:
You’re offering value
You’re offering something different than your competitors
You’re building trust
When done right, a PEAR presentation communicates to the potential seller that they have substantial equity in their home, more purchasing power than they thought and that you’re an agent that knows what you’re talking about.
In this downloadable script that we put together, we outline the best ways to walk your clients through the PEAR. That way you can make it your own and start presenting to clients immediately.
Sometimes marketing is less about the tools you have and more about how you communicate them to your clients.
With this step-by-step plan for success, the Professional Equity Assessment Report becomes an easy way to differentiate yourself from the competition and provide valuable, actionable information to a potential seller.
Plus, we’ve made it even easier to start offering PEARs today with our free template and ready-to-go scripts and email templates that make it simple to communicate the right message, the right way.
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