If you’ve ever wondered why some clients go cold between the time you set an appointment and the moment you show up, you’re not alone.
Most agents think they lose business at the appointment…
But top agents know the truth:

You win the client before you ever knock on the door.

This is where the Anchor comes in, the #1 pre-appointment strategy elite agents use to eliminate competition and secure trust before the meeting even happens.

Why the Anchor Matters

Every buyer or seller you talk to will interact with a dozen outside voices before they meet you.
Friends, coworkers, parents, “that one agent they know,” the internet, everyone has an opinion.

If you don’t anchor your value early, those voices will shape the client’s expectations, fears, and decisions.

Anchoring prevents that.

What the Anchor Actually Is

The Anchor is a series of strategic touches you send between “appointment set” → “appointment met” that:

• Build authority
• Create familiarity
• Reduce anxiety
• Increase loyalty
• Remove outside influence
• Position you as the obvious choice

Top agents don’t wait until the consult to demonstrate value. They start immediately.

The Anchor Framework

1. Send an Authority Pack

A quick email with:

• Your guide
• Testimonials
• What to expect
• How the consultation works

This signals professionalism and leadership.

2. Send a Personal Video Text

Short. Warm. Clear.
“Looking forward to our appointment, here’s what we’ll cover so you feel prepared…”

This humanizes you and sets you apart instantly.

3. Introduce Your Three Value Points

For buyers, that's often:

1. Answering every question
2. Building a custom search
3. Making sure you're a great fit to work together

This builds confidence and clarity.

4. Add Light Scarcity (the honest kind)

“I have thousands of people using my site, but I only work closely with a handful.”

It frames your time as valuable without pressure.

5. Consider Additional “Micro-Touches”

Prep notes, short texts, and reminders build perceived investment, which increases commitment.