Real Estate Agents: Prepare for Home Seller Questions About the Selling their Homes using the Zillow Offers / iBuyers Program
Zillow is running a new campaign of Zillow Offers commercials targeting home sellers. Real estate agents must prepare for seller questions about Zillow Offers and other iBuyer programs.
Here’s information in this blog post.
Home sellers who see these commercials will ask real estate agents about Zillow Offers, as they do about “Zestimates”.
Agents should prepare by watching all three of the Zillow commercials. Note how the commercials target specific demographics and life stages and pay attention to the offer.
Click on the images to play each Zillow commercial.
Zillow Commercial Leash
Bubble Beards Commercial
As you can see, all Zillow Offers commercials focused on ease of selling in a specific life stage of a homeowner. Nowhere in the commercials do they talk about getting top dollar or max sales price.
This is important because agents must be aware of why sellers are inquiring.
What problem are they hoping to solve by going with Zillow Offers?
Selling a Home is Easy.
The primary pitch of the Zillow Offer is to remove the hassle of selling a home. The commercials present the following benefits of selling:
- No Repairs
- No Open Houses
- Pick Your Closing Date
- Cash Offer (creates certainty)
This offer looks attractive to home sellers.
The reality is open houses and preparing a home for sale is
Zillow Launches The Home Seller Media Marketing Blitz
Here are some examples of recent Zillow offers blitz.
- CNN Selling Home to Zillow – 2/20/20
Home Seller Offer Questions?
The conversation will be around how does Zillow remove the “hassle” of selling a home. Some questions we recommend agents prepare for.
- Is Zillow Offers a Good Deal?
- How does the Zillow Offer program work?
- Why should I use your services
- What are the downsides of selling to Zillow?
- Is selling to Zillow that easy?
- Can you guarantee an “easy” home sell?
Prepare answers by talking with other agents in the office and writing down some answers. Create and practice until answering these questions is smooth and natural.
Understand Zillow Offer Math
We recommend that real estate agents familiarize themselves with how the Zillow Offers program works. If possible, get a copy of the Zillow Offer breakdowns.
Review them carefully. Compare them against your own closing statements from recent transactions. The more you understand the math the better prepared you will be.
Remember that Zillow Offers and other iBuyer programs premise is ease and certainty for sellers.
They are not promising the highest price or highest net. It’s important to understand the primary reason why a seller is selling.
Learn why they inquired about the program and what pain-point they are trying to avoid.
Only after getting
More thoughts about Zillow Offers
Watch this video for more thoughts about the Offers program. Jessie Beaudoin shares how the real estate agent community should prepare to compete.
Zillow Premier Agents
If you are a Zillow premier agent, you will most likely receive a higher amount of these inquiries since the sellers are on the platform.
It’s important to get Zillow reviews from sellers so you can share with those who are comparing your services with Zillow Offers.
Lastly, update your Zillow profiles to include information that would be relevant to sellers.
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