Kevin Ray Ward shows real-estate agents how to project certainty even without experience. When a new agent gets asked how many luxury homes he's sold, Ward teaches him to reframe it: "I sell every single home that I list. I will guarantee it." Belief and phrasing matter more than the deals you've already done.
Chapters
Certainty and confidence comes from knowing what you are doing. You don't have to know the exact answer to every question or the best way to handle every objection to get past it. If you just believe. You know what, that's a great question. I don't even know the answer to it. But here's what I'm going to tell you. Nobody's going to work harder or do more for you to get your home sold than I am. Now that's got to be true. You got to believe that. But just having that certainty. So here was an example of a great objection handler. I was working with one of my coaching members years ago and he was going on his first list. He had never taken a listing over a million dollars. So luxury market, luxury home. And then they asked the question, how many luxury homes have you actually sold? And his answer was, that is a great question. You'll be my first, however kind of taste something else. I sell every single home that I list. I sell it for top dollar and that's what I'm going to do for your home, regardless of the price. I know what to do to get your home sold for the most money and I will guarantee it. That was it. That was the answer. I know exactly what to do to get your home sold for the most money and I will guarantee that I can do that. What's the worst they can do? If you don't do it, they can fire you. That's it. You could lose the listing. But you're not going to get the listing anyway if you don't have the certificate. Now I want you to break down the. Understand how we worded that and why this is so important. Here's why it's important. When they said, how many homes have you sold over a million dollars? Didn't say zero. I've never sold a home over a million dollars. He did not say that. What he said is, you will be my first. So what's he communicating? He's telling them the truth, that he hasn't sold any. But instead of focusing on what he hasn't done, he's focusing on his certainty and belief that he will sell their house.
