I got this question from a reader yesterday:
During recruiting calls, the “How much did you make on your last transaction?” question is one that our competitors use against our model.
How can our high support/high service model answer this objection?
Sometimes, the key to answering an objection is changing the question.
Larry Kendall frequently recommends asking this one: How much are you making an hour as a real estate agent?
The agent may have made $8,000 on their last transaction (average amount in the US), but if they only sold four homes/year (average amount in the US), their hourly rate is $15.40.
The first question has limited context because it relates to one transaction. The second question gets at what people care about most.
You may want to counter with this question when you go after their agents:
Did you know the average agent in our marketplace only earns $15.40 per hour, but the average agent in my office makes $85/hour?
When they ask you how this happens, respond by saying:
We do this by providing a high level of support and service to our agents so they can focus their efforts on revenue generating activities.
We take the low-value and mundane tasks off their plates so they can scale their businesses and earn more.
You can always play to your strengths.