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Working with BuyersWorking with Buyers3
How Buyers Find Agents• 57% of business
comes from repeat clients and referrals.
• 66% interview only one agent – typically referred by a friend or neighbor.
• When a buyer asks a friend for a recommendation, you want to be the one.
For details see Manual
Page 54
How Buyers Find Homes
Page 55
47% of buyers who searched with a mobile device used an IPhone, 40% used an IPad.
Make It Easy
Page 56
Green Designee Profiles
• Green designees’ profiles are automatically included in four directories:1. Realtor.com2. Realor.org3. Green REsource
Council4. USGBC
Greenhomeguide.com.
Page 56
Green Events
Look for opportunities:•to set up an exhibit booth or information table.•sponsor portions of events.•sponsor your own event.
Page 57
Your Personal Green Brand
• Establish a strong, consistent personal brand:– Establishes you as an
expert.– Builds your reputation
with other real estate professionals.
– Enhances both recognition and perceived image.
• If you don’t, they will!
Page 58
8 Principles of a Personal Brand
1. Value proposition 2. Repetition3. Logo and tagline4. Consistency5. Commitment6. Authenticity 7. Congruence 8. Separate
personal and professional
Page 58
Green Buyer-Counseling Session
• Objectives:– Build rapport– Distinguish yourself – Learn the buyer’s needs
and wants – Obtain a commitment*– Complete a buyer
representation agreement*
• “we’re green, here’s why” packet:– Green properties
experience – Area of specialization,
services – Professional designations
and certification– Community involvement – Statement of
sustainability core values– Membership in
environmental organizations
– Online addresses– Testimonials
*For buyer-client services
Page 61
Motives, Needs, Wants
• Green related questions:– Motivation?– Experience? Likes?
Dislikes? – Importance of community
features (walkability, transportation)?
– Aesthetic preferences?– Interest in doing green
renovations?– Knowledge about grants
and incentives?– Preference for a green-
certified home?Page 63
Finding Homes
• First Stop—the MLS– “Green fields”
• Green Property Listing sites– Specialize in green
listings
• New Home Builders– Highlight green
homes and features
Page 66
Seeing the Green Potential
• Include an energy assessment with the inspection
• Determine: – home’s energy
efficiency– estimating costs – home’s location and
orientation for solar water heating or generating solar energy
The path to owning a green home may be adding green features and upgrades to an existing home.
The path to owning a green home may be adding green features and upgrades to an existing home.
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Energy Efficient Mortgages
• Special financing is available for green upgrades
• Lenders’ considerations include:– Savings on utilities =
more buying power– Adjust the loan-to-
value ratio– Increase the allowable
debt-to-income ratioPage 68
Objective Information
Do:• Present objective and
verifiable information• Provide facts• Refer buyers to
experts• Highlight the green
features
Don’t• Present information in
vague terms• Present opinions as
facts• Present yourself as
THE expert on all things environmental
• Interpret green benefits
Page 72
Follow-Up
Page 73
