Listing Presentations Burnsville Office November 5, 2009

Listing Presentations Create a System From first call to post closing Consistency leads to quality Allows you isolate improvements Eliminates the “I should have” You have control of the message

Create a System

From first call to post closing

Consistency leads to quality

Allows you isolate improvements

Eliminates the “I should have”

You have control of the message

Listing Presentations Example; Send pre-Listing package FAQ’s Personal marketing piece Sellers disclosure etc. Data gathering Tax info MLS info Neighborhood/school info

Example;

Send pre-Listing package

FAQ’s

Personal marketing piece

Sellers disclosure etc.

Data gathering

Tax info

MLS info

Neighborhood/school info

Listing Presentations Questions to ask (interview) What made you buy this home etc. Evaluate seller Expressive Analytical CMA prep (1 step or 2) Customize Listing Presentation

Questions to ask (interview)

What made you buy this home etc.

Evaluate seller

Expressive

Analytical

CMA prep (1 step or 2)

Customize Listing Presentation

LISTING PRESENTATION According to Integrity Selling Program, the approach (building rapport) and the interview are the most crucial parts of our ability to work effectively with clients. This workshop covers the approach and interview, however the entire outline/checklist is included in the materials.

Listing Presentations Objectives : Improve skills in interviewing Develop immediate trust Be in control through giving the seller the power to be heard Be able to decipher which listings are worthwhile Priced right Ready to list Full fee

Objectives :

Improve skills in interviewing

Develop immediate trust

Be in control through giving the seller the power to be heard

Be able to decipher which listings are worthwhile

Priced right

Ready to list

Full fee

The Approach: You have about 30 seconds to make the first impression (many assumptions will be made about you in that time frame) Be prepared (preparation lets you focus on style) Style is 93% of effectiveness in how you are perceived Be on time Use effective eye contact (shows genuine interest) Use confident voice tone and tone drop at sentence end Notice their environment and sincerely compliment Find common ground, interests, etc. Get on their emotional level (match pace, comfortable space) Be conversational, breathe, pause

The Approach:

You have about 30 seconds to make the first impression

(many assumptions will be made about you in that time frame)

Be prepared (preparation lets you focus on style)

Style is 93% of effectiveness in how you are perceived

Be on time

Use effective eye contact (shows genuine interest)

Use confident voice tone and tone drop at sentence end

Notice their environment and sincerely compliment

Find common ground, interests, etc.

Get on their emotional level (match pace, comfortable space)

Be conversational, breathe, pause

Listing Presentations Set the Stage ! Let them in on your agenda/outline. They’ll be more comfortable if they know what to expect: “ Mr. and Mrs. Seller, I would like us to get to know each other ( approach ) and to find what your needs are and what you are looking for ( interview ) so we can determine if we might work together. I’d like to show you what I do to get homes sold, ( demonstrate ) and if you believe ( validate ) I can provide the service and value you are looking for we can go ahead and address any concerns ( negotiate ) and begin the process of pricing and getting it on the market ( close ). How does that sound?”

Set the Stage !

Let them in on your agenda/outline. They’ll be more comfortable if they know what to expect:

“ Mr. and Mrs. Seller, I would like us to get to know each other ( approach ) and to find what your needs are and what you are looking for ( interview ) so we can determine if we might work together.

I’d like to show you what I do to get homes sold, ( demonstrate ) and if you believe ( validate ) I can provide the service and value you are looking for we can go ahead and address any concerns ( negotiate ) and begin the process of pricing and getting it on the market ( close ). How does that sound?”

Listing Presentations Mindset: People buy or sell to fill their needs, not yours Diagnose before you prescribe They don’t care how much you know until they know how much you care! People are more apt to buy into ideas they discover for themselves… rather than those you “tell” them Seller should do 80% of the talking in this portion You develop trust by listening and acknowledging They love to talk about their home and what they know

Mindset:

People buy or sell to fill their needs, not yours

Diagnose before you prescribe

They don’t care how much you know until they know how much you care!

People are more apt to buy into ideas they discover for themselves… rather than those you “tell” them

Seller should do 80% of the talking in this portion

You develop trust by listening and acknowledging

They love to talk about their home and what they know

Listing Presentations Biggest Mistakes Agents Make: Assume motivation after hearing “reasons” Dump information (the more they “know, the more they dump) Talk most of the time Do the pricing CMA immediately upon arrival Presenting their information without relating it to seller needs

Biggest Mistakes Agents Make:

Assume motivation after hearing “reasons”

Dump information (the more they “know, the more they dump)

Talk most of the time

Do the pricing CMA immediately upon arrival

Presenting their information without relating it to seller needs

Listing Presentations Interview Objectives : You will be successful if: Get clients to admit needs, wants, challenges, feelings, goals Get them agree that they have a desire for solutions Get them to agree to explore solutions with your Get them to make decisions

Interview Objectives : You will be successful if:

Get clients to admit needs, wants, challenges, feelings, goals

Get them agree that they have a desire for solutions

Get them to agree to explore solutions with your

Get them to make decisions

Listing Presentations The Interview: Ask permission to take notes Ask open-ended questions Uncover motivation (feelings) vs “reasons”

The Interview:

Ask permission to take notes

Ask open-ended questions

Uncover motivation (feelings) vs “reasons”

Listing Presentations Open-ended Questions: Suggest that the person asking the question sincerely wants to understand the seller’s position and respects their point of view. This develops trust and gets information. What How When Who Where

Open-ended Questions:

Suggest that the person asking the question sincerely wants to understand the seller’s position and respects their point of view. This develops trust and gets information.

What

How

When

Who

Where

Listing Presentations Closed questions (yes-no) Used for trial closings, closing, isolating objections and getting commitment Are Do Is Can Would Should If I could show you……would you consider If you believe…….would you

Closed questions (yes-no)

Used for trial closings, closing, isolating objections and getting commitment

Are

Do

Is

Can

Would

Should

If I could show you……would you consider

If you believe…….would you

Listing Presentations If you get “reasons” probe further for “motivation” Tell me more about that Acknowledge, then silence How so? How did that make you feel? What will you do differently? How will that affect you?

If you get “reasons” probe further for “motivation”

Tell me more about that

Acknowledge, then silence

How so?

How did that make you feel?

What will you do differently?

How will that affect you?

Listing Presentations Motivation vs. Reasons: Reason: “What” Motivation “Why” (Role Play this. Pair off and have one be the seller and the other the agent). Have them notice the difference between “reasons” and “motivation” REASON MOTIVATION Transfer (why) Achievement, better lifestyle Move-up (why) Children get own rooms, entertain Bigger Kitchen (why) Love to cook, entertain close family

Motivation vs. Reasons:

Reason: “What”

Motivation “Why”

(Role Play this. Pair off and have one be the seller and the other the agent). Have them notice the difference between “reasons” and “motivation”

REASON MOTIVATION

Transfer (why) Achievement, better lifestyle

Move-up (why) Children get own rooms, entertain

Bigger Kitchen (why) Love to cook, entertain close family

Listing Presentations Need / Feature / Benefit Need: The seller must perceive and believe they have a need A need they already feel and you uncover through the interview process A need that you may have to make them aware of Feature: The solution (Physical description) Benefit: What something does, how it makes us feel. Move toward pleasure/ Away from pain

Need / Feature / Benefit

Need: The seller must perceive and believe they have a need

A need they already feel and you uncover through the interview process

A need that you may have to make them aware of

Feature: The solution (Physical description)

Benefit: What something does, how it makes us feel.

Move toward pleasure/ Away from pain

Listing Presentations If you master these ideas, believe them and practice you will: Gain the trust of your clients Know what they need to accomplish and why They will tell you why they will hire you They will tell you what you need to say to get the listing You will know if you need to walk away or stay!

If you master these ideas, believe them and practice you will:

Gain the trust of your clients

Know what they need to accomplish and why

They will tell you why they will hire you

They will tell you what you need to say to get the listing

You will know if you need to walk away or stay!