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Are you the favorite, or the fool?

Short answer: Before every appointment, ask whether you are the family's first choice or one of several people they are collecting information from. You earn first-choice status by helping before you pitch, speaking to their situation, and asking plainly whether they already have someone in mind. Trust comes before the transaction.

What does “favorite or fool” mean?

Before your next appointment, decide whether it is worth attending. When someone calls, your first question to yourself should be: am I their top choice, or are they simply gathering information? If you're not sure, ask: “Do you have someone you would hire today?”

The aim is to be the last agent standing in their mind, and that happens by helping, not by pressure. For more on this idea, I recommend the book The Full Fee Agent by Chris Voss and Steve Shull.

Why does your database matter?

In real estate, your real product is inspiring people to want to do business with you. Your database should position you as the first choice for people who are thinking about probate, people in the middle of it, investors interested in it, and people who may need estate planning. These lessons use probate as the example, and the same ideas adapt to other niches.

How do you write a useful USP?

A unique selling position (USP) is a short statement of what you stand for and what you offer. It is not a description of what serves you. It serves them first.

Start from their point of view. A family in probate often isn't thinking about selling yet, because they may not have the legal authority to sell. Ask: what is in it for them? What result will they get? Then say how you help with the part nobody else is handling, such as the house, the clean-out, the repairs, and selling when they're ready, while their attorney handles the legal side. A free guide is a good way to start.

When should you say it?

Value is a transfer. If you offer it too soon, it misses. Wait until they are listening, and make the introduction by adding value without pressure. As more agents prospect probate leads, any single message becomes less unique, so keep looking for ways to help first.

What does a gentle first call sound like?

Here is a sample to adapt, not a script to read:

“Hi, this is David. I help families with the house side of an estate: clean-out, repairs, and selling when they're ready. Do you have a plan for the house, or is your attorney handling everything? May I send you something helpful by email?”

If the answer is no, say thank you and honor it. Never argue with a family, and never speak badly about an attorney or another professional.

Try this week

1. Write your USP in one sentence that starts with “I help families…”
2. Practice asking, “Do you have someone you would hire today?”
3. Prepare one free resource (a guide or checklist) to offer.

Questions people ask

Is it okay to contact people early in the process?

Many agents do, and it requires care. Follow TREC rules, Do Not Call rules, and your brokerage's policies, and ask your broker or attorney if you're unsure.

What if they already have an agent?

Be kind and keep in touch. Circumstances change, and trust you've built stays with you.

What if the family says no?

Say thank you, honor the request, and move on.

This lesson is educational. Results depend on your niche, your effort, and your follow-up. Nothing here is legal advice, and nothing here promises leads, listings, clients, or income.