HOW TO ANSWER

How to Answer the Inevitable Question: Why Should I Choose You?

In some markets, a real estate agent is competing against thousands of other individuals and teams. There are only so many bells and whistles—so many buzz words you can throw at prospective clients. To a buyer or seller who has interviewed several other agents already, all of it begins to blend together and every realtor sounds as though they’re reading off the same script.

Your clients want to know why they should choose you. They want to know what makes you different. It’s highly likely they’ll even ask you this question directly in your initial interview, but as an agent, you might have a hard time coming up with a response that either you or your clients are truly satisfied with.

To answer your client’s why you must go back to your own why.

WHAT SKILLS DO YOU HAVE THAT OTHERS DON’T?

Just because there are other agents in your area doesn’t mean those agents have the

same skills that you do. We each bring our own backgrounds and experiences to the table. What comes naturally to you? Maybe it’s your negotiating skills or your ability to connect people that sets you apart from the rest.

WHAT PART OF THE BUSINESS DO YOU ENJOY THE MOST?

There are skills and then there are passions. In real estate, there’s so much to enjoy. There’s the opportunity to match a family with the right home and the sense of safety and comfort that brings their loved ones. There’s the ability to give someone a sense of financial security by advocating and negotiating on their behalf. And then there’s the houses and neighborhoods themselves— the architecture, history, and community.

WHAT ARE YOUR ACCOMPLISHMENTS?

When you look at your client list and the portfolio of work that you’ve built over the years, what are you most proud of? Sure, there are financial rewards, but there are also other accomplishments that your prospective clients will likely be eager to hear about, such as happy client testimonials, a thriving referral business, volunteer and charity work, or even how you lift and support your own team.

Everyone needs money, but those other accomplishments and how you speak about them show your client what kind of person you are and if that’s the type of person they want to work with.

WHAT ARE YOUR INTERESTS?

Real estate might seem like your entire world at times, but you also have a life outside of work. Maybe you like music or traveling or being outdoors. The best part about being a realtor is that there are often ways you can thread these interests into your work, like hosting client functions and events.

WHAT DOES YOUR CLIENT CARE ABOUT THE MOST?

Let’s face it, your clients likely care the most about only a few things: saving or making the most money, doing it as soon as possible, and making sure that doing so isn’t too stressful. Your response to your client’s question—why should I choose you?— should address these concerns.

Maybe you excel at creating systems that make the selling process efficient and profitable for your client. Or maybe you excel at providing a personalized experience for homebuyers.

Try out a few responses. You might even start with a template: My [skills or passions] helps me [provide this service] because I can [achieve my client’s goal].

Like most things in life, coming up with a compelling and concise response for why clients should hire you will take time and practice.

PAUL ZYLA & NANCY WILLIAMS

Paul Zyla was a professional auctioneer for most of his life. Concurrently, he owned several retail and convenience stores and was very successful. He eventually sold all of his businesses and tried to settle into retirement, but it didn’t agree with him. “I really wasn’t happy being retired,” he recalls. He was approached by a friend, John Ganong, who invited him to join his Real Estate firm. Paul loved the work so much that he decided to pursue real estate full time. That was 16 years ago and he’s never looked back.

Paul now works with Nancy Williams for Roche Realty Group in Meredith, New Hampshire, serving the Lakes Region. With an annual sales volume of $15M, Paul says that his business is at least 70% repeat and referral clientele. He believes it’s his experience and knowledge in retail that has taught Paul how to conduct himself in an honest and professional manner. “It’s all about great customer service and being responsive,” he observes. “These days, clients expect you to be available in a moment notice and we are.”

It’s not surprising that Paul and Nancy receive stellar reviews for their esteemed work ethic. One client recently wrote: “Doing business with Paul Zyla and Nancy Williams was like working with a friend we’ve known forever. They answered every crazy question we asked of him and he remained extremely personable throughout the entire purchase. The closing flowed swiftly and efficiently as clockwork. Needless to say, it all was a good experience for us!” “We also have a great reputation with other agents in the area,” Paul notes. “We always make ourselves available to them, and they like working with us.” When reaching out to clients, the partners love delighting them with Jacqui Lawson cards. “People love getting them,” Paul exclaims. “We send them out for holidays, birthdays, and other life situations.” What does Paul like most about his job? “First, I love interacting with the people and getting to know them,” he says. “But what I find most exciting is the wheeling and dealing. At the end of the day, it all comes down to the negotiating skills. When I can get my clients the best numbers, whether buying or selling, I know I’ve done my job.”

Paul volunteers his services to the community in many ways, including positions as past president of the Merrimack Lions Club, Chamber of Commerce, and was awarded the honor of Citizen of the Year in that community. He also conducts auctions for many worthwhile causes in the Lakes Region. Charities include the United Way, MDA, St. Vincent DePaul, and the local football teams. “For the kids who can’t afford uniforms, which are very expensive, we typically raise about $20,000 a year, so they can go in and pick out what they need without concern about cost,” he explains. “It’s very rewarding.”

When not working or donating his time, Paul and his wife enjoy visiting his great grandchild once a month. He also loves to travel, and Maine is his favorite destination.

Moving forward, Paul hopes to continue to work for at least the next five years. “After that, I’ll see what I’m at,

but as of now, I have no immediate plans to retire,” he says.

For more about The Zyla Williams Team, Paul Zyla and Nancy Williams, email them at pkzyla@rocherealty.com, nwilliams@rocherealty.com, visit www.Rocherealty.com, or call 603-528-0088

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