Professional Documents
Culture Documents
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How Do You Get From Here 3
To There? 6/9/09
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5
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Don’t Drink
The Bad Kool-Aid 6
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Permission. Solutions. Service. Knowledge.
7
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How Do People You Know
View You? 8
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You Have
To Transform
Yourself
From Civilian
To
Real Estate
Butterfly.
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You Are Doing All The Business You Will Ever Do
Based On People Who Who Are Aware Of You
Now (As a Realtor) ~ Steve Rand
You’re Either Interesting/Visible or Invisible
~ David Freeman
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Lost In A Sea Of Sameness?
Secret Agent
Damnation6/9/09
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18
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The Electric Pinball Principle
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The Mysterious Magic Of 3
3 Genie Wishes. 3 Bears. 3 Musketeers. 3 Blind Mice. 3 Stooges. MP3. Holy Trinity. 3 Magic Beans. 3
Leaf Clover. Menage-a-3. 3 Wise Men. Mind, Body, and Soul. Lights, Camera, Action. Of The People, By
The People, For The People. Blood, Sweat, and Tears. Shake, Rattle, and Roll, On your mark, Get Set, Go!
Odds are, you’ll leave Starbucks with a Latte, an empty wallet and a by-golly belief in the 3 People Principal.
Point your newfound belief like a platinum plated hand cannon and like Jack’s 3 magic beans, you’ll turn 3
$100 bills into a sky climbing money vine and crowds of grinning clients.
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The 3 People Principle X People You Know
Here’s the deal. Average agents focus their prospecting on people they know and chasing or attracting
strangers - fine. Here’s where average, mediocre and poor agents pollute the program. They focus on
people in their sphere/network asking themselves, “Who in my sphere/network is going to buy or sell
soon?” They focus on a lonely tree, not the rich green forest. Wrong mindset! Like Agent Orange
murders a felt green forest, ill-focused mindset strangles your personal forest of potential, possibility
and prosperity.
Why?
Statistically, people move every 7-12 years. Know 100 people, on average, at best, maybe 7 of the 100
will move this year. Assume these 100 fine folks know you, like you and trust you. Assume you touch
base consistently. Assume you have routine on-purpose, in-person conversation. Of the 7 possible
moves, how many can you reasonably expect to list and sell? Half would be fantastic, probably less is
realistic, right? So, you know 100 people, with luck, skill and strategy, you might be hired 2-4 times.
You can’t thrive on that number, can you?
Focusing your minds eye on the 3 People Principal you will comfortably Sansabelt Stretch your
potential, possibility and profitability. Stop, soak and swallow. Digest, rest and assimilate - your 100
know 300 who will make a move in the next year. If you’re having in-person, on-purpose contact and
conversation with 200, they know 600. If you know 300 they know 900 and so on. Holy crap right?
Do ask, “Of your friends at (fill in the blank, ie., work, in your neighborhood, at Yoga, in Bunco, Tennis
League, etc.) who is the next to make a move?”
It’s that simple. Kicking to the curb people who like you, trust you and aren’t moving soon is paving a
deep path to mediocre and broker. When you create a new relationship with someone you like, stay in
touch forever, it’s easier than ever with the phone and all the social media tools (Facebook, Twitter,
eCards, eNewsletters, Blogs, etc.).
Get to it, grow your network, deepen your relationships, start conversations and bam-boom your business. 26
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27
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It’s NOT Rocket Surgery 28
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What Do
You Fear
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Hit The Brakes?
Swerve?
Unconscious Incompetent
6/9/09
Level Two
Conscious Incompetent 38
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Level Three
Conscious Competent
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Level Four
Unconscious Competent 40
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Social Media? Fad or Future?
DO These
6/9/09
”What’s Your Real Job ”
You and I could write a multi-chaptered book about the answer. Maybe we will someday. In the meantime,
here’s a shortish answer in blog post form. Basically, you have to behave like a Super Hero with multiple
personalities. You’re smart, you can do it if you choose.
Do you drift limping through the motions or are you gracefully fierce?
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Love All, Serve All - Mother Teresa Style
Mother Teresa loved all. Served unselfishly. Forgave. Burned with quiet compassion. Shined ego free.
Lived in the now.
Do you hold grudges, prejudge and ego-bloat yourself up or do you flow, give, share, seek to understand and
serve?
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Prevent Forest Fires - Smokey Style
Smokey preached prevention - fire prevention.
Don’t let tempers flare. Keep fiery emotions in check. Don’t fan the licking flames of gossip. Keep things
and people cool, fresh and fizzy light as a tall glass of chilled Perrier. Be proactive.
Do you start and fuel emotional forest fires or do you prevent them?
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Are you devolving Old School or evolving New School? Do you inspire and arouse or deflate and fast
forward flaccidity?
That’s it. Focus on attractive, empowering characteristics and what you strive for will find you. Focus on
sales, transactions, units, leads and prospects - you’re swimming upstream my friend.
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The Golden Rule Is Broken!
6/9/09
The Golden Rule 1.0
It was 44 years ago. I was 8. Our steel chairs were painted
shiny brown, my tiny butt was sore from steel sitting and
I was fidgety. So were my shined shoes, hair combed,
dresses pressed Sunday School mates - fidgety I mean.
Gravelly voiced, Mr Lafon read the good word from his
scuffed and worn-familiar Holy Bible. His was the King
James version. The one with red sentences, golden edges
and Thee’s, Thou’s and Verily’s . He shared, “Do unto
others as you would have done unto you.”
Think about that for 30 seconds. Reread it: “Do unto others as they would have done unto them.”
How do YOU want to be treated, serviced and tended too? The way YOU want. The way YOU like it best.
Or do you prefer your preferences and proclivities be poo-pooed?
2. I love chick flicks, you love Friday the 13th movies. If I drag you to see Sex In The City, Sisterhood Of
The Traveling Pants and Dirty Dancing because I love them, we’d have relationship problems wouldn’t
we? No Dirty Dancing for me, maybe a hammer to the head, right?
3. We’re friends, we bump into each other at the bar. “Hey, how’s it goin? Great to see you! Let me buy you
a drink?”, I offer. You smile and thirstily nod. I don’t ask you, “What’ll you have?” I order you what I
like. I rub-up to the bar and order you a Stupid White Wine Spritzer. Your mouth waters for Miss Mojito,
now you have a fist full of foo-foo and your smile is upside down. It’d be kinda rude of me right? Looks
like I’ll be drinking alone. Again:-(
4. Suppose I was a masochist? Should I treat you like-I-like? Ouch shouts! For one of us at least.
See what I mean? Treating others like-you-like can lead to fractures. Relationship fractures, the compound
kind, with jagged bones poking out. 47
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Treat Others As They Want - Please
This is the easy part. How do you know how others want to be treated? The answer is the same for work,
play and love.
Ask of course.
Ask conversational, candid questions about what others want. Then you give it to’em. Simple.
1.0 = Ms. Seller, let me tell you what I’m going to do for you. Others love it. I love it works well for me, I’m
a big success. Let me press it on you, here it is…. [Telling]
2.0 = Ms. Seller, what are the three most important things your real estate agent can do for you? What
criteria will you use to select your agent? [Asking]
1.0 = Ms. Seller, you said communication was important. Here’s the good news, I’m real good at it. I email a
written report every two weeks. I’ll touch base every 30 days with an updated market analysis. If you have
any questions call me. I return all my calls within 24 hours. Like I said, people say I’m great at staying in
touch. [Telling]
2.0 = Ms. Seller, you shared that communication is important, how would you like to be communicated with
and how often. Do you prefer phone calls, emails, written reports or? To give you a feeling of security and
that you in-the know, what form would you like our communication to take and how often would you like it?
Communication I mean. [Asking]
1.0 = Ms. Seller, you said that internet marketing is important and you’re right. I have a great blog. I
broadcast your property information all over the web. I’m web savvy, I’m even on Facebook and Twitter.
Nobody can do a better internet job than me. [Telling]
2.0 = Ms. Seller, you shared that internet marketing was important. Can you elaborate for me? What
methods or mediums, sites and types of internet marketing do you feel are most effective and have the
biggest impact? Which one’s do you feel are a waste of time? [Asking]
You get the picture right? Bottom line. Before you gatling gun style ramble and tell, tell, tell, ask questions.
Discover what they want, expect, desire and need. Then, simply give it to them Golden Rule 2.0 style - “Do
unto others as they would have done unto them.”
What will cool things will people start give YOU when YOU start giving THEM what THEY like, desire and
want? 48
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Rock On friends.
Joe Dirt Knows
Golden Rule 2.0
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Golden Rule 2.0
Do Unto Others As They Would
Have Done Unto Themselves
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Self Shhh Is Suicidal 6/9/09
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Do Not Self Shh! Conversate.
Do you ever feel like you’re working harder than a humming bird flaps her wings and your success is as
gravity bound as a Chinstrap Penguin? Odds are, you’re a victim of Self-Suicidal Shoushing. If you
continue self imposed silence, personal things wilt and eventually die. Things like your spirit, your
faith, your bank account and your real estate career.
Worry not. Vibrant success can be created, amplified and Miracle Grown by engaging in daily
purposeful personal conversations. Not cyber contact or direct mail contact! Purposeful personal
conversations that connect and thicken relationships. Conversations that make others feel significant.
Conversations that lead to listing presentation invitations, buyer representations, referrals and
recommendations. Let me ask, “How many interactive tuned-in, in-person conversations do you have in a
day?” Dictionary.com defines the word “converse” like this:
1.To talk informally with another or others; exchange views, opinions, et., by talking.
2. To maintain a familiar association.
3. Familiar discourse or talk; conversation.
So how many people do you converse with in a day? Not Email, direct mail, Twitter, Text or Facebook.
I’m talking about personal one-on-one, verbal conversations, in-person or on the phone. How many of
those daily conversations include you listening with cat eared intent. Cat eared to crystal clear hear.
Intent to listen hard. Intent to connect. Intent to make the other feel significant. Intent to discover what
another needs, wants and desires.
Financial success and fun begins and ends with personal contact and rich conversation. If you’re not
having rich, on-purpose, in-person conversations (with civilians not colleagues) every day, you’re
strangling your success. If your daily conversations are tainted with aimless yammering, me, me, me and
yada, yada, yada, you’re poisoning your performance.
Impressive flight begins with personal, interactive contact. Not every form of contact is equal. There are
three types of contact:
When providing information/service/help you never have to mention real estate, simply deliver it wrapped
in your Real Estate Agent wrapper. Example: Email an article, link, etc., your Real Estate Agent email
signature is your wrapper. If you mail something, add a couple of business cards, your stationary/logoed
envelope is your real estate agent wrapper.
Always follow up your emailed or snail mailed information with a phone call - this phone call begins the
Conversation Circle all over again.
I suggest your purpose in this real estate life is to have conversations so you can help people with
anything and everything. Do that and you’ll earn your way to everything you want.
The fun part. By helping, serving and supporting you grow a natural bouquet of appreciation,
attraction, trust and confidence. You will brain tattoo your Technicolor self in “Top Of Mind
Awareness Indelible Ink” into their subconscious. When they or their friends, family, neighbors, co
-workers or relatives need information, especially real estate information/service/help, you will be the
first person they think of.
Bonus
In addition to all the mid-term benefits, creating conversational interaction is the premier method for
conjuring “Collission Principal” magic. Positioning yourself in the direct path of someone asking you a
real estate related question, or shared referral. You see, people are way to busy to pick up the phone and
call you, but if you call them, they will gladly ask the question, extend an invitation or refer you to a
friend.
The Beginning…
It’s simple. Have more conversations every day.
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How’s That “Real Estate Thing” Working Out? 58
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Be
A
Purple Cow
The Book By Seth Godin
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Forge An Image Of Fired Steel & Savvy
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Calling Behind Your… -- continued
They Say: Yes….
You Say: Great. I’m launching a new Real Estate Business and I’ve chosen
Prudential Gary Greene, Realtors as my business partner. I wanted to
make sure you had my contact numbers… if you ever have a real estate related
question…like X Y Z , or if you hear of a neighbor or coworker who is thinking
of making a move…I would be happy to help. Although I’m busy, I’ll always
make the time to help you or anyone you refer to me and I promise I’ll do a
great job. Oh…one other thing….would it be ok to touch base every so often
to see if there is anything I can do for you. I wanted to get your permission.
Step Five: In your “contact manager” note the date of contact and any relevant
information which will aid in making your follow-up contact unique.
Step Six: Send them a direct mail piece at least once per month. (Creates Top of
Mind Awareness!)
Step Seven: After your first monthly “direct mail” piece has been delivered
follow up with a telephone call. This call is designed to discover new
opportunities, create “Top of Mind Awareness” and receive permission to
continue mailing. Your dialogue might go something like this…
You Say: Hi. Do you have a quick minute or two…I know you’re busy. I
was calling to see if you received my Post Card…the one with the real estate
information?
You Say: Great, I would like to send you real estate related information from
time to time and I was calling for two reasons…to see if you received it and get
your permission to continue. I didn’t want to assume it was ok, without
checking with you. Is it ok? “Life is either a daring adventure or 70
nothing.” Helen Keller 6/9/09
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Tell US….
What Commission
Do YOU CHARGE?
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Q: What commission do you charge?
Answer: Our Marketing Fee is 3%. This fee includes massive broadcast
internet marketing, targeted advertising, and all the selling services required to
get your property SOLD for Top Dollar and in a time frame that works best for
you. We manage, coordinate and orchestrate the entire process from day one
through a successful and trouble free closing.
Of course, we only get paid for a successful outcome…there are no upfront fees 74
and we offer a guarantee. 6/9/09
Growing YOUR Top Of Mind
Awareness 6/9/09
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Monthly Direct Mail sent to everyone in your data base is a critical step in
generating “Top Of Mind Awareness” and positioning yourself for successful
personal contact. Direct mail should be sent consistently, without fail…at
least once a month. It is also recommended that you also send Direct Email.
You Say: Hi (their name), this is (Your Name) with Prudential Gary Greene
Realtors, I know you’re busy, do you have a couple of quick minutes.
You Say: Great. (Their name), the reason I called is, I sent you a post card
/Enewsletter/Ecard, it had (describe the piece) and I was calling to see if you
received it.
You Say: Great. With your permission, I would like to send you real estate
related information from time to time, but I thought I should ask you if it was ok
before I started. Would that be ok with you?
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Speak Perpetual Success Into Existence 6/9/09
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How’s The Market?
Tell A Simple Story
Include Facts
Plot = Offer A Benefit or Ask For Help 79
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Your Next Open House Palloza 81
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Recent Closing.
New Beginnings Story
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Your New Listing Needs A Buyer.
Your Recent Buyer Needs Replacing.
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The Cool People Your Working With
Can’t Find The Perfect Home
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The
Domino
Effect
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The Transaction You’re Working On Is Only The Surface!
You’ve faithfully marketed, advertised, networked and promoted yourself. Your
hard work has paid off, you have a client who trusts you enough to employ you.
It’s now time to build on your success.…set expectations and earn at least one
referral recommendation during the transaction and two or three additional
referrals every year.
Step One: Inform your clients that your goal is to deliver such a positive
experience, that if anyone should ask them or they know of anyone who needs
real estate help…they could and would enthusiastically, confidently and
comfortably refer you to their friends, neighbors and coworkers. Use dialogue
similar to this at the end of your Listing Presentation/Marketing Proposal/Buyer
Service Presentation:
You say: In conclusion, simply stated, my goal is to deliver results and a level of
service that creates such a positive experience for you and your family that if a
friend or relative asked you for the name of Realtor, you could comfortably and
confidently recommend me to assist them with all their real estate selling and
buying needs. Being recommended is one the highest compliments a Realtor can
receive.
Step Two: During the transaction, at an appropriate time (when the clients say
“thank you”), respectfully, consistently and conversationally thank your clients
for selecting you and ask for referrals. Use dialogue similar to this….
When the clients say: Thank you so much for all you do…you are the best
realtor on the planet.
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“If you don’t like change, you’re going to like irrelevance even less!”
6/9/09
The Transaction You’re Working On Is Only The Surface
You Say: Thank you, I am so pleased this experience is so positive. As I shared
with you when we first met…my goal is to deliver a level of services that would
allow you to confidently and comfortably refer me to your friends, neighbors and
coworkers when they need real estate help too. I’m glad things are going well.
Please keep me in mind when you hear of someone needing real estate services.
If you share their name with me, I promise to call them promptly and do a great
job for them as well. Can you think of anyone (neighbor/friend/coworker) who
has mentioned selling or buying in the next 60 days? Oh, just in case…here’s a
couple of cards, feel free to pass these along to anyone who you feel needs help.
OR
You Say: Thank you, my pleasure. Oh, by the way... if you know of anyone who's
thinking of buying or selling in the next 60 days or so and would appreciate this
same level of service, just give me a call with their name and number and I'll
promptly follow up. I promise I’ll do a great job and deliver the very best in
service and results for them as well. Oh, I almost forgot, here’s a couple of
business cards, feel free to pass them along to anyone you feel needs real estate
help.
It’s not the strongest of the species that survives, nor the most intelligent,
but the one most responsive to change.
~ Charles Darwin 91
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The Universal Law Of
Reciprocity
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White Gossip
Cheerleaders
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Commission Checks 6/9/09
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She’s Flying Her Purple Cow Freak Flag.
Listen. All the people you know, she knows. She knows
you’re a pro, respected, savvy and well connected. She
wants to seduce your people. She knows she has to
delight, surprise, entertain and fly her Purple Cow Freak
Flag. Next week, while your chapped lips and paper cut
tongue heal and you’re waiting for your Ho-Ho-Hum
Christmas Cards to land in the sea of sameness, she’ll
be inviting everyone you know to two hours of star
bedazzled fantasy, Technicolor surround sound, woot
worthy, red carpet entertainment.
She’s 1 in 499
3. Write fun email; include a picture of the movie poster or movie star. Send to everyone.
4. Wait 1 day. Call all. Say hello. Confirm receipt. Personally invite. Chitchat. Let conversational magic
bloom. Share excitement for a “yes”, express regrets for a “no” (Either way, the “Halo Effect” shines it’s
soft blessing on her relationship).
6. Meet everyone at the movies. Sport my real estate name badge. Hand out movie tickets. Greet everyone
with watermelon smile and warm “your welcome” hugs, as they gush, “Thank you so much, how thoughtful.
I needed a break. You’re the greatest friend and Realtor of all time.”
7. Bring digital camera. Take pictures. Go inside and enjoy the movie.
8. Say good-bye. Give everyone a warm repeat hug, well wishes and appreciative “You Rule’s”
10. Write fun post movie follow-up email. Include pictures of grinning attendees and a link to my Facebook
photo album. Tweet about it too. Send Email to all invited.
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Here’s What She’s Thinking:
She never mentions real estate; her invitations are wrapped in her branded email stationary. Postage is free.
Whether people can enjoy or not, all appreciate the gesture and invitation. Other agents are doing nothing or
Here’s What She’s Thinking:
She never mentions real estate; her invitations are wrapped in her branded email stationary. Postage is free.
Whether people can enjoy or not, all appreciate the gesture and invitation. Other agents are doing nothing or
sending Holiday cards; she’s giving the gift of entertainment, spectacle and delightful experience. People
will talk about her invitation, and the movie; people don’t talk about Holiday cards or invisible agents. She
can touch people five times in one week; email invitation, phone call follow-up,/chit-chat, follow-up
handwritten note card, at the movies thank you’s and well wishes, post movie follow-up email.
For you 1 in 499’s, let me know how it goes. For the other 498, I’m sorry.
BONUS: Oh, I almost forgot, there’s a sample eMail invitation on the next page.
“You can cut all the flowers but you cannot keep spring from coming.” ~ Pablo Neruda
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Unique Selling Proposition - Transition Phrases
Of all your friends at XYZZ, who will be the next to make a move?
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Unique Selling Proposition - SELLER
Transitional Bridge ~ Conversational Portal
You: Would you be open minded to fresh ideas that would help sell your
property for more money, save you time and eliminate all the hassles and
wicked surprises?
Listen…I hear you. I’m like you and everyone else…nobody wants to over pay
for anything. We’ve all been promised the moon and what we got was a fist full
of air, broken promises and mealy mouth excuses.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Let’s meet and I’ll share my uniquely tailored world wide marketing plan with
you. I’ll share advanced, top tier, ultra effective marketing, advertising,
merchandising strategies that will broadcast-blast your property information to
the far corners of the world…viewable electronically in digital full high-impact
Technicolor, locally, regionally, nationally and globally ~ maybe even galactilly
if any aliens are picking up our signals.
These critical broadcast factors effect the sales price…your net bottom line
proceeds…thin and weak marketing = meager and stunted net proceeds, thick,
powerful and persuasive marketing = more money for you.
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Unique Selling Proposition - SELLER
Transitional Bridge ~ Conversational Portal Continued…
Keeping you informed every step of the way, insuring that all the big and fine
details are handled in a timely fashion…all leading to a stress free closing and
trouble free receipt of funds. More convenience, ease and safety for you and
yours…it’s all guaranteed.
At the conclusion of our meeting if your feel I’m the right person for the job
…that I can get you home SOLD for more money with less hassle and stress
…then you’ll hire me. That would be exciting. If not, then you won’t…no
worries…I’ll wish you well, our meeting is complimentary and some of the
gems/bright ideas I share with you will help you sell your home for more
money no matter who you choose.
Can you see any disadvantage to our getting together on that basis?
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Unique Selling Proposition - Buyer
Transitional Bridge ~ Conversational Portal
Homes that really shine and sparkle, often sell in a couple of days, if not the first
day. These homes never show up in an ad, open house, even the internet…they
sell too fast.
These homes are sold by fast acting, eagle eyed Realtors who monitor the
market and notify their preferred clients as soon as something appears on the
market. I have a computerized market monitor program that rushes me via
email, auto-notification when HOT new listings hit the market.
My question is, when a HOT new listing hits the market and it matches your
specific criteria, would you like detailed information rushed to you via email?
Then you’d be the person with insider information, knowing what’s available
before the masses.
It’s pretty simple, free and no hassles…all I need is a couple of quick minutes to
better understand what you’re looking for…then I’ll have the information I need
to program my Homefinder Software and bada-bing-bada-boom, you’re poised
to WIN.
Is this free service something you could benefit from? Can you see any
disadvantage to knowing about HOT properties before anyone else?
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Home Work Assignment
To Be Shared With
Classmates Tomorrow
Morning
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Golden Opportunities - Continued
You Say: Great. Confirm their address. End the conversation: “Thanks for
your time, it’s been nice talking to you, I’ll be in touch.”
You Say: “Hi, this is your name with Prudential Gary Greene Realtors, I
know you’re busy, do you have just a couple of quick seconds? The reason
I’m calling is we just SOLD the Smith’s house down the street and I sent out a
“Post Card” announcement…do you recall receiving it? We wanted to let the
neighbors know that they would have new neighbors soon and if you knew
anyone in the neighborhood who was thinking of selling in the next 30 days
…our marketing efforts have generated additional interest and we may have
other buyers interested in your neighborhood. So, can you think of a neighbor
who might be thinking of making a move, looking for a buyer?”
Rightfully So.
Contacting the Expired Listings – No MAIL! Call on the phone or stop by in person.
Dialogue
You Say: “This is “Your Name” with Prudential Gary Greene Realtors. I see on the Multiple Listing
Service computer that your home is no longer listed “For SALE”. Do you still want to get your home
SOLD?”
The Seller will respond…..the game begins. You can anticipate one or more of the following…
We relisted…don’t you know anything?
We’re going to sell it ourselves.
We’re going to relist with a friend.
You’re the fifth person to call…where were you when I had it for sale?
Have you seen my property? Why are you calling me now?
Do you have a buyer for my property?
What do you charge? We aren’t paying 6%!
All you realtors do is put a sign in the yard, put it in MLS and disappear…I hate all realtors!
What makes you so special?
What can you do for me that hasn’t been done?
We’re going to take it off the market for awhile.
We don’t need to sell unless we get our price.
We don’t know what we’re going to do.
Your goal is to keep them talking long enough to discover how you can get an appointment to offer
a solution to their problems.
The following questions will help you with an effective approach. Be professional, candid, positive,
honest and proactive. The seller needs your services to succeed.
Questions to ask the Seller…
Where did you want to move to?
Why were you originally selling?
Are you still open minded about different marketing ideas for your home?
Has anybody told you why your home hasn’t SOLD? There is only one reason that a home doesn’t
sell in our market place. And that’s because of the marketing. I’d like to come over and show you
how we can UPGRADE the marketing of your home.
What type of internet marketing was used to promote your property?
Why do you feel your home didn’t sell?
After discovering the seller’s original motivation for selling and determining how you might help, ask
for an appointment. Example: I understand how frustrated you must be. Let me ask you a question, if
you could get your property SOLD for a price and terms that were acceptable to you, and you could
have a guarantee that the services would be delivered as promised, would you be open minded to new
ideas that would (renew their motivation): help you get your home sold and move your family into a
new home closer to work with a shorter commute, so you could spend more time with your family. Or,
help you move your family into a home with a big pool? Or, help you move into that new home that
would have the extra bathroom for the kids. Or, help you make that move to Colorado so you can enjoy
your time fishing? Or, help you make that move to a new home with a big back yard so the kids can
roam around? Or, help you make that move to a home with a three car garage so you can set up that
workshop you’ve wanted for so long?
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Practically Fool Proof
For Sale By Owner
System
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Practically Fool Proof For Sale By Owner System
Mind Set of the FSBO…
1. Believe they can do it themselves
2. They want to save the commission
Success Steps.
1. Find a FSBO – Driving Neighborhoods/Yard Signs, Newspaper Ad, Bulletin Boards, etc.
2. Make Contact Ask for an appointment - Contact Dialogue: Hello, I’m (Your Name) with
Prudential, Gary Greene Realtors. I’m calling because I see you’re selling your home. Are you
cooperating with Realtors? I would like to make an appointment to view your property…what are
your visiting hours? (Get in the door honestly…do not say you have a buyer unless you do.) Your
goal is to build a relationship that may lead to a future listing or referrals.
3. Anticipate resistance, concern and cooperation. Be prepared for questions like…
FSBO: Do you have a buyer?
YOU: “Candidly, I’m not calling because I have a buyer for your property yet. What I have found
is that I can do the best job of creating interest in a property if I’m familiar with it. I was
hoping you could show me through the property. Then I could intelligently and
enthusiastically promote your property…and match a qualified buyer prospect with your
property. Does that make sense? Great, when would be a good time to tour the property?”
FSBO: We are not going to list the property!
YOU: I understand. I was wondering if you would be open minded to cooperating with a Realtor if
they had a qualified buyer interested and willing to meet your price and terms…would you be open
minded to saving the listing fee and only paying the selling fee?
FSBO: We will only pay you a 3% Commission!
YOU: Perfect, when can I visit?
FSBO: We are not working with REALTORS! A: I understand. Because I’m busy in this area, it’s
possible that I may be working with buyers and they may see your sign and ask me about your
property. I understand that you’re not interested in paying any fees…would you be open minded to
my previewing the property…then I could answer my buyers potential questions and if they were
interested, I’d have them contact you directly. Would you be opened minded to my taking a quick
peek. Can you see any disadvantage to that, a quick peek I mean…I understand you’re not paying
any fees?
FSBO: We are not paying any commissions! A: Same as above
FSBO: Sure, come on over. A: Kneel and pick your jaw up from the floor…the three second rule
applies! Thanks, I’ll be right over.
5. Preview the home, remember, you’re on a curiosity inspired discovery mission. Be yourself,
attentive, in the moment and inquisitive. Ask questions, don’t sell and tell. You have two ears and
one mouth for a reason. Ask for a tour: “Would you tour me through the home as you would a
qualified buyer” ?
6. While touring, casually and conversationally, discover their “Time/Motivation” factor by asking
conversational qualifying/discovery questions.
A. Key question: “When would you like to have the property sold and the check in your hands?”
B. Key question: “If for some weird reason you don’t find the right buyer, do you have a “Plan B?”
7. When the seller sez… “We can sell it ourselves!” Agree with them, don’t disagree, argue or share
perilous stories of danger, defeat and folly. Yes, they can successfully sell their property. Your
challenge is to position yourself as the best alternative when they become frustrated and generate
referrals during their FSBO experience.
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Tell US….
What Commission
Do YOU CHARGE?
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Q: What commission do you charge?
Answer: Our Marketing Fee is 3%. This fee includes massive broadcast
internet marketing, targeted advertising, and all the selling services required to
get your property SOLD for Top Dollar and in a time frame that works best for
you. We manage, coordinate and orchestrate the entire process from day one
through a successful and trouble free closing.
Of course, we only get paid for a successful outcome…there are no upfront fees 125
and we offer a guarantee. 6/9/09
Key Concepts
People buy and sell real estate every day…
why not with you?
The Positioning
4 Levels Of Competence.