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Floyd Wickman Courses

TM
/ 1999 Member Direct Television E-6
BONA FIDE APPOINTMENTS
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Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-9
SAFE ISLAND DIALOGUE
Agent: Mr. and Mrs. Seller, before we begin may I show you how I work?
Client: Sure.
Agent: The first thing I need to do is ask you some questions about why youre selling.
Thats going to save us both a lot of time. Is it all right if we start with the
questions?
Client: That would be fine.
Agent: Then Id like you to show me through your house as if I were a buyer. In this
way we wont miss anything that could affect the market value of your home.
How does that sound to you?
Client: OK.
Agent: Well come back here to the kitchen table and Id like to show you some things
about me and my companywhat we do to sell a house and how we earn our
commission. I think youll agree that if you dont think I can do the job, then
theres no reason to talk about price, is there?
Client: No.
Agent: OK. Then Ill give you all the facts so you can make a logical decision about
the price at which to sell your house. As a matter of fact, Ill even show you
an estimate of what you might expect to net from the sale of your house. I know
money is important to you, isnt it?
Client: Yes.
Agent: After that, Ill answer any questions you might have and well go over the listing
forms together. I think if we can accomplish these six things, well be in a
position to decide about each other. Dont you agree?
Client: That makes sense.
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-10
Client Qualifier
1. Why are you moving and where are you moving?
2. When do you want/have to move?
3. How long have you lived in your present house?
4. What major improvements have you made on your present house?
5. Who else are you talking with about the sale of your house?
6. What other source of funds do you have available to you?
7. How do you feel about owner financing?
8. How did you arrive at your price?
9. What are your major concerns in making a move?
10. What is the most important to you? Pricing? Timing? Convenience?
11. What would it do to your plans if you couldnt sell?
12. What would it take for you to list with me today?
Property address:
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-11
POSSIBLE EXPIRED DIALOGUES
1) Agent: Hello. Is this Mrs. ? This is with
On Track Realty. Is your house sold or is it still available/are you still
interested in selling? (Do not proceed until they admit they still want to sell.)
The reason I called is to see if I can stop by, take a look at your house and ask
you some questions that will help our marketing department...
While Im there, I can (FAIR TRADE OFFER). May I stop by tonight at
6, or would 7 be better?
2) Agent: Hello. Is this Mr. Expired?
Client: Yes, it is.
Agent: This is Floyd Wickman from On Track Real Estate. Is your house still available?
Client: Youve got a lot of nerve! You must be the twelfth real estate agent thats called me.
Agent: Actually, I was notified today that your property wasnt on the market, but what did
the other brokers want?
Client: Well, the same thing you want.
Agent: Whats that?
Client: To list my house.
Agent: No, thats not why Im calling. Im glad you brought that up. Is your house still available?
Client: Its not on the market right now.
Agent: OK. So, it didnt sell?
Client: No. After those promises the real estate agent from ABC made, we were very disappointed.
Agent: I dont blame you there. The reason I called is because I was considering
your property.
Client: For what?
Agent: For buyers I have. Do you still want to sell?
Client: Do you have a buyer?
Agent: Well, I dont know specifically because I havent seen your property yet. But, if I had
a buyer, would you sell?
Client: If you have a buyer, you can bring them over.
Agent: What do you mean? Before its on the market?
Client: Well, if you had a buyer, wed sell it.
Agent: So you do want to sell?
Client: Yes.
Agent: Im looking at a copy of the multi-list and Im amazed it didnt sell. Tell me, did the
other broker advertise it?
Client: Obviously not.
(Continued...)
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-12
(...Continued from previous page)
Agent: Did they hold it open?
Client: Yes. We had two open houses.
Agent: Im trying to figure out why it didnt sell. From everything I have here it sure looks
like it should have. Again, I havent seen the house. Did the other broker use a
Salability Checklist
TM
?
Client: Whats that?
Agent: Youve never heard of it?
Client: No. What is it?
Agent: What it is, is a tool we use here at my company that assures a property will sell.
Client: Assures?
Agent: Yes sir, assures. So, you are interested in selling?
Client: Well, we wouldnt be interested in coming back on the market unless we had some
assurance that it would sell.
Agent: Why dont I do this. See if this makes sense to you. As long as you are interested in
selling, forget about listing your property. Why dont I find a time when I can stop by
and look at your house. While Im there, Ill go through the Salability Checklist
TM
with you and two things will happen: (1) Youll know why it didnt sell so you wont
make the same mistake twice. (2) We can assure, in your mind, that if you do list
again, it will sell. Knowing those two things would help you make a final decision,
wouldnt you agree?
Client: Sure.
Agent: How about sometime later this evening or would tomorrow be better for you?
Client: Its getting kind of late now. How about tomorrow?
Agent: OK, Ill see you tomorrow around 6PM or would you rather make it 7 PM?
Client: 6 PM would be fine.
Agent: OK, Ill see you around 6. Now, please write down my name and telephone number...
Market Survey Questions
1. How long was your home on the market?
2. How did you choose your broker?
3. Were you satisfied with your brokers service? Why?
4. How many times was your home shown?
5. Did you receive any offers in writing?
6. How many times did your broker return with additional marketing information?
7. Why do you feel your home didnt sell?
8. If you choose another broker, what would be the most important service you would
want from that broker?
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-13
A System
Not a Gamble!
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-14
STEP ONE
Expose your home to the
largest possible agent base:
MLS
Internet
Caravan
Preinspect
Relocation
Referral Sources
Fax
E-mail
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-15
STEP TWO
Expose your home to the
largest possible buyer base:
Advertising
Brochures
Open House
Yard Sign
Brochure Box
Direct Mail
Internet
Fax-on-Demand
E-mail
Telemarketing
Target Marketing
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-16
STEP THREE
Prequalify buyers:
Mortgage Preapproval
Buyer Disclosure
Verify Motivation
Determine Needs and Wants
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-17
STEP FOUR
Professionally Demonstrate the
Features of Your Home:
Highlight the benefits
Identify buying signals
Use the art of persuasion
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-18
STEP FIVE
Negotiate all the Details:
Initial contract
Mortgage financing
Title insurance
Warranty
Closing
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-19
STEP SIX
One-stop shopping:
Moving company
Home protection plan/warranty
Storage
Phone
Mortgage
Home improvement
Home inspections
Title insurance
Homeowners insurance
Additional products & services
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-20
STEP SEVEN
Communication after the sale:
Multiyear contact with you
Referrals
Survey
Current information
New services
Floyd Wickman Courses
TM
/ 1999 Member Direct Television E-21
AND IT ALL BEGINS WITH
OUR RELATIONSHIP...
Can I put this SYSTEM to
work for you today?