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Mar 5, 2024

Welcome back, Friends! Our podcast has received another award from AVA Digital Awards, an international competition that recognizes excellence by creative professionals in the area of digital communication. We received a Gold Award for Podcast and Audio Production! 

We have another amazing award-winning guest today! She has been recognized as an amazing instructor, having received the ABR® Hall of Fame Award, the REBI Distinguished Educator Award, REALTOR® of the Year, and Educator of the Year, both from the Illinois Association of REALTORS®. She is one of the primary authors of the ABR® designation course and we are thrilled to have her back with us again. She was with us last year to talk about the changes in the industry and how to prepare for them. We will link to that episode in the show notes.

Today, we are going to dig in deeper with Lynn, specifically about ways to show your value to your clients. We must improve our skill in communicating what we do and how valuable our skills are to our clients. We have two episodes this month with Lynn, and I hope you can listen to both of them! They are worth your time!


[3:19] Build your value proposition; if you don’t quantify what you’re doing, you don’t know the value you bring to buyers.


[4:46] You need the client to know what you do for them. It is sometimes harder and more work to get a lower-priced transaction to the closing table. The average buyer doesn’t know the value you bring if you haven’t explained it to them.

[7:39] Lynn notes that “value proposition” is sales language and people don’t want to be sold, they want to buy a house. Tell the buyer about the value you bring them, not about your value proposition.


[8:29] A contractor building a house has a standards sheet showing what is included and some optional upgrades. Lynn talks about using a Buyer Representation Agreement. Lynn makes sure the buyer understands the “big bucket” things she does for them.


[11:38] A weekly call with buyers keeps them updated on what you have done for them to help them buy a house. Lynn thinks we all should be doing that.


[13:46] Lynn tells buyers that not all available properties are on the internet and not all properties on the internet are available.


[14:03] If you don’t consistently touch base with the buyer, they go out looking with other people. Stay in touch weekly with your buyers!


[16:59] Use your analytical tool in your MLS and communicate to your buyers what the market is doing. Lynn shares a recent example about pricing listings.


[18:34] It’s hard for buyers to see we have an inventory shortage when the houses are everywhere. Unfortunately, in many cases, we’re not communicating this to our buyers.


[19:24] In your weekly call with your buyer, share data, such as the updated absorption rate. In the market niche you’re looking at, what went under contract this week?


[20:03] Lynn shares a story from her travels. Lynn shares more facts about the absorption rate or month’s supply of inventory.

[24:36] You would have a license law problem and a code of ethics problem if you showed houses to someone in an exclusive contract to purchase with another brokerage company.


[28:16] If something changes along the way, you may need multiple consultations.


[31:23] Sellers are now recording the agent and buyers going through their homes. So we have to be careful what we talk about. This is a relationship business. We build relationships in person.


[33:54] Some websites pull the new listing data in the middle of the night. That puts them almost 24 hours behind the MLSs. This happens in a counseling session.


[34:36] Lynn’s last word: “NAR has a website called On there find ‘105 Things that Buyer Agents Do for Their Buyer Clients.’


[35:20] It might help you to formulate your value proposition. Find out what you’re passionate about, that your buyers have benefitted from, and talk about that.


[38:05] Kudos for doing your best to get your clients the help they need and want. The Center for REALTOR® Development offers excellent training and you can find live, live virtual, and online courses, designations, and micro-courses. Check out the ABR® offerings locally or at




You go too long without talking to somebody and you can’t figure out how to get yourself back on track.” — Lynn Madison


“Not all of the available properties are on the internet and not all of what’s on the internet is available. We have stuff in the MLS that they don’t see. Most MLSs do.” — Lynn Madison


This is a relationship business and it’s hard to build a relationship if all you’re ever doing is communicating with somebody via computer and texting.” — Lynn Madison


“I talk with my buyers a lot about my having at least 10 different ways to make their offer stronger in a multiple-offer situation.” — Lynn Madison


Guest Links:


080: “Talking Buyers, Contracts, Value, and Fees with Lynn Madison”


NAR Resource Links


Additional Links:

Microcourses found at Learning.REALTOR. Use the coupon code PODCAST to obtain 15% off the price of any microcourse!


Learning.REALTOR — for NAR Online Education — List of Classroom Courses from NAR and its affiliates

CRD.REALTOR — List of all courses offered



Host Information:

Monica Neubauer



Monica’s Facebook Page:



Guest Bio

Lynn Madison

Lynn is the owner of Lynn Madison Seminars, a full-service training and development company devoted to the advancement of professionalism in real estate.


Formerly Lynn was Vice President and Director of Career Development for The Prudential Preferred Properties in Chicago, a 25 office firm with over 900 associates, where she authored and trained their New Agent Institute. Before that, she held the same position with First United REALTORS®, a local independent with 28 offices. She was manager of two different offices for First United. Prior to that, she was an award-winning salesperson — receiving their Salesperson of the Year honors.


Lynn speaks annually at the NAR conventions and is an ABR®, BPOR, GRI, SFR, SRES®, and SRS instructor and has conducted classes in over 30 states. Lynn's involvement with REBAC goes beyond instructing. She conducts the trainer recertification program for REBAC instructors annually and has authored or co-authored the SFR, ABR® and BPOR courses.


Lynn regularly conducts the New Member Orientation program for many of the associations in the Chicagoland area, as well as Professional Standards and Leadership training sessions for many state and local Associations. She is the Treasurer of Main Street Organization of REALTORS® her local 14,000+ member association.


At the National level, Lynn currently serves on the NAR Professional Development Committee, and the RPAC Participation Council, and has served on Equal Opportunity and Cultural Diversity as well as Professional Standards and Risk Management. Lynn has been honored with two NAR Hall of Fame memberships — RPAC and REBAC.


At the state level, Lynn has served as Chair of the RPAC Fund Raising Committee, Professional Standards Committee, GRI Board of Governors and has served as a member of the License Law Rewrite Task Force, License Law Scope & Structure Working Group, the Equal Opportunity Working Group, Education MIG as well as IAR’s Strat Plan and Convention Committees. She is the author of over 20 continuing education classes in Illinois. She has also served on the state Continuing Education Task Force and the CE Curriculum and Instructor Development Subcommittees. As a member of the Illinois Agency Task Force Lynn has been instrumental in the creation and training of new agency policies.


Lynn is ITI certified, a member of the Real Estate Educators Association, was a National Educator of the Year award winner, has received the Educator of the Year award from AIREE, the Illinois real estate educator of the year and REALTOR® of the Year honors from her local association in 2003 and was named the Illinois Association REALTOR® of the Year for 2011.


Lynn's Credentials

■      2016 President Mainstreet Organization of REALTORS®, 18,000 MEMBER ASSOCIATION

■      2011 REALTOR® of the Year Illinois Association of REALTORS®

■      2003 REALTOR® of the Year Main Street Organization of REALTORS®

■      Speaker at the NAR Convention since 1993

■      REBAC Hall of Fame

■      RPAC Hall of Fame

■      Conducts over 250 continuing education seminars annually

■      NAR and REBI Certified to Teach:

○      ABR®

○      SFR

○      SRES®

○      SRS

○      RENE

○      PSA