Horror Story: “What’s Your Sign?”

By Craig Forte, Founder - Posted on
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Years ago, as a new agent, I needed a sale to justify staying in real estate. I was asked if for 50% of the selling commission if I would close a sale for an agent who was unable to work due to illness. Needing the sale and being assured that the customer was ready to write the offer, I said I would. I met with the customer at 8:00 a.m. and showed the property for what was to be the fifth time. The customer loved the house and showed every buying sign known to the whole of mankind, but at the end of the showing I was told she needed a little time to think. I asked if I could meet with her at her place at 1:00 p.m. and she agreed. Promptly at 1:00 p.m. I was at her front door (with a filled out contract in my briefcase). So we sat down at her kitchen table to talk. She had just baked a huge batch of chocolate chip cookies and offered me some. We discussed the sale, but each time it came time for her to sign she would back away from the contract while I would continue to nibble on the cookies, stalling for time. Finally she smiled and asked to sign the contract, and I passed it over thinking that I was a great agent. Then she pulled out her horoscope and pointed at it. It said, ‘A very persuasive person will guide you into doing the right thing for you’. Yes I am still in real estate and yes it was the right house for her and a very good deal. If there is a moral to this story it’s that you must be persistent. You may never know what motivates your buyer.”

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Craig Forte
Craig Forte has helped more than 32,000 real estate professionals over the last 22 years, helping them generate more clients, more referrals and repeats, and grow their production with less stress, time and effort – all by using innovative marketing training, systems and tools.
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