Win more listings like a boss. Less Blah Blah More Ah Ha success strategies for listing appointments.

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These are some of the ideas I share in the Listings Workshop. Of course there's explanation, samples, stories, questions and answers too. If I can be helpful - Ken Brand 832-797-1779

These are some of the ideas I share in the Listings Workshop. Of course there's explanation, samples, stories, questions and answers too. If I can be helpful - Ken Brand 832-797-1779

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  • 1. PreListing Appointment PackageHow To WiN Listings - Less Blah-Blah More Ah-Ha super simple listing appointmentstrategies. Created with Haiku Deck Photo by JoshBerglund19 By Ken Brand 832-797-1779 page 1 of 24
  • 2. PreListing Appointment Package Created with Haiku Deck Photo by Jon Marshall By Ken Brand 832-797-1779 page 2 of 24
  • 3. PreListing Appointment Package Created with Haiku Deck Photo by D. Sharon Pruitt By Ken Brand 832-797-1779 page 3 of 24
  • 4. PreListing Appointment Package Created with Haiku Deck Photo by ManImMac By Ken Brand 832-797-1779 page 4 of 24
  • 5. PreListing Appointment Package Created with Haiku Deck Photo by U.S. Army Public Affairs Midwest By Ken Brand 832-797-1779 page 5 of 24
  • 6. PreListing Appointment Package Created with Haiku Deck By Ken Brand 832-797-1779 page 6 of 24
  • 7. Listing Checklist Pre-listing 1. Pre-listing letter I Show % of Expirations vs. Board I Prepare letter I Show Days on Market vs. Board 2. Testimonials and references 4. Education I List of satisfied past clients I Education courses and certificates I List of transaction sides I Professional designations, credentials (GRI,CRS,LTG,etc.) I Testimonial letters 5. Listing sequence I Letter from broker I Preparation I Articles that support your points I Initial meeting 3. Productivity I Determine motivation I Production I Present marketing plan I Tenure I Seller selects a real estate agent I Show % of Sale Price you receive I Establish price only after they have selected an agent Listing 1. Company information and capability 8. (USP) Unique selling proposition, services I History I Mortgage banking I Company size, offices, number of agents I Relocation affiliation I Market share I Title insurance I Sales map showing geographic strength I Home warranty I Company % of Sale Price you receive I Builder affiliate I Company % of Expirations vs. Board I Distinctive Homes Division I Company Days on Market vs. Board I Guaranteed sale plan I Unique factors: net gain over competition I Closing services 2. Service assurance money-back guarantee 9. Technology I Points of service that we guarantee I Website; search by convenient parameters (show on laptop) I You don’t even pay me unless I do my job to your I Voice mail and pager combination satisfaction I Fax back info number I Cancellation clause subject to performance I Computer database of clients and inquiries 3. Selling skills 10. Servicing and preparation I Availability: Website, HomeSource, Pager,Voice mail, E-mail I Full disclosure I Exposure vs. Response to that exposure I Fair housing responsibility I Ability to convert suspects to prospects through questioning I Agency I Prequalification of buyers I For Sale sign 4. Marketing materials I Multiple Listing Service I Sample feature sheet, open house info sheet, and/or ad I Tour (schedule, benefits) I Actual feature sheets prepared for this home I Open house (privacy, schedule) I Area profile I Showings (privacy, silence, lock box) I Information boxes I Communication (weekly, status) I List/Sold cards I Progress report (showings, comments) I Personal brochures I Market position update I Company brochures I Price adjustment 5. Communication I Condition, marketing improvements I Follow up feedback on showings I Quick sale potential I Progress reports I Contract presentation and negotiation I “When would you like us to call?” 11. Marketing 6. Relocation services I Promote team effort I Affiliation with national networks I Ad policy and suggested copy I Distribution of property information 7. Target marketing plan I Tour and meetings I Describe the prospective purchaser: Age, marital status, I Neighbors (tell 20 surrounding neighbors) family situation, occupation, income, PITI, equity, savings, I Current prospects present home, present equity, financing, interests I Sphere of influence I Tailor a plan to reach that customer: Medium, mailing lists I Co-op sales associates and mailings, special interest journals, neighborhoods, I Special interest (plane, boat, racing, horses) present prospects, networking, ad headlines, open houses, I Lower priced homes/apartments advertising, personal networking system, databases of I Special flyers, photo brochures demographics, website, personal database coded by price I Local businesses and organizations range, broker open houses to agents in that price range, photo classifieds, corporate-type magazines I Relocation services 51 © 2003 Reprint Permission Granted by David Knox Productions, Inc. (800)822-4221 • www.davidknox.comTuesday, December 11, 12
  • 8. 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. When we advertise your property in the Multiple Listing Service, we will be competing with sellers who are offering agents working with qualified buyers a 3% commission…we will also compete with New Home Builders who pay a 3% commission as well as the occasional bonus. We recommend that our selling clients offer a 3% selling commission as well. Of course, we only get paid for a successful outcome…there are no upfront fees and we offer a guarantee. 50Tuesday, December 11, 12
  • 9. PreListing Appointment Package Created with Haiku Deck Photo by JD Hancock By Ken Brand 832-797-1779 page 7 of 24
  • 10. PreListing Appointment Package Created with Haiku Deck By Ken Brand 832-797-1779 page 8 of 24
  • 11. PreListing Appointment Package Created with Haiku Deck Photo by Michael Whyte By Ken Brand 832-797-1779 page 9 of 24
  • 12. PreListing Appointment Package Created with Haiku Deck Photo by Daniel Hoherd By Ken Brand 832-797-1779 page 10 of 24
  • 13. PreListing Appointment Package Created with Haiku Deck Photo by Nathan Wind By Ken Brand 832-797-1779 page 11 of 24
  • 14. PreListing Appointment Package Created with Haiku Deck Photo by Evan Long By Ken Brand 832-797-1779 page 12 of 24
  • 15. This% packet% includes% the% residen1al% contract,% addenda,% no1ces% and% disclosures% that% a%buyer% will% use% when% submi8ng% their% offer% to% purchase% a% pre;owned% property.% % Please %review% these% documents% and% highlight% any% paragraphs% that% you% have% ques1ons% or %concerns%about.%%I%will%be%happy%to%explain%all%of%the%paperwork%and%answer%any%and%all %of%your%ques1ons.% Ken$Brand$ 9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 16. Lis1ng%Agreement %This%packet%includes%the%residen1al%Lis1ng%Agreement,%addenda,%no1ces%and%disclosures %that% are% used% when% lis1ng% a% property% for% sale.% % Please% review% these% documents% and%highlight%any%paragraphs%that%you%have%ques1ons%or%concerns%about.% %I%will%be%happy%to %explain%all%of%the%paperwork%and%answer%any%and%all%of%your%ques1ons.% Ken$Brand$ 9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 17. Residen1al%Service%Agreement %This%packet%includes%Residen1al%Service%Agreements%that%are%available%to%a%Seller%or%Buyer. %A% residen1al% service% contract% is% an% agreement% whereby% the% residen1al% service% company%may,%under%certain%condi1ons,%repair%or%replace%the%appliances,%plumbing,%hea1ng,%cooling %or%other%systems,% %The%purchase%of%a%residen1al%service%agreement%is%op1onal,%but%highly %recommended.%%I%will%be%happy%to%discuss%these%op1ons%with%our%at%any%1me.% Ken$Brand$ 9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 18. Mortgage%Informa1on% Ken$Brand$9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 19. Ken$Brand$9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 20. Ken$Brand$9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 21. PreListing Appointment Package Created with Haiku Deck Photo by Rubin Starset By Ken Brand 832-797-1779 page 13 of 24
  • 22. Activity 19 Create 3 Pre-Listing Appointment Packets When a listing opportunity presents itself, you will want to begin building value and promoting your excellence with the seller immediately. Your goal is to make a powerful, positive impression and build value before you even meet with your prospective seller for the formal appointment/presentation. We enhance our opportunities, value and image by delivering to the seller a Pre- Listing Promotional Packet. For this assignment you will want to put together three packets. If we wait for the moment when everything, absolutely everything is ready, we shall never begin. Ivan Turgenev 47Tuesday, December 11, 12
  • 23. PreListing Appointment Package Created with Haiku Deck Photo by Mohammad Jangda By Ken Brand 832-797-1779 page 14 of 24
  • 24. “One Step” Listing Appointment 1. Knock on the door, step back and smile. 2. Introduce yourself. 3. Lead them to the kitchen table. 4. Build rapport. 5. Use the lead in “Dialogue” MR & Mrs. XXX, before we begin I would like to take just a couple of minutes to explain how I work? Is that OK? Great, I appreciate your invitation to present you with my Marketing Proposal and the Competitive Market Analysis. First, I’d like to ask a few questions so that I can better understand your expectations. This will allow me to do a better job of serving you and insure that I discuss the issues that are the most important to you. Then, I’d like for you to tour me through the property the way you’d like me to show it to prospective purchasers, show me everything that attracted you to the house when you bought it, all the major improvements you’ve made, enhancements you’ve made for your own enjoyment and what you feel would attract a qualified buyer today. Next, I know the one thing you’re probably most anxious to discuss is current market conditions, the Competitive Market Analysis and choosing a competitive market price for your property. Having the best marketing plan can positively effect the selling price, how long it takes to sell and ultimately your net proceeds. With your permission I would like to quickly share my marketing plans with you, then we can take a look at the Competitive Market Analysis data. This will give you all the information you need to select a competitive price that will meet your goals. After we have established a marketing price, I’ll calculate your Estimated Net Proceeds so you will know approximately how much you will receive at the closing table. And last I’ll explain all the forms and answer any questions…. that way we’ll be in a position to make a mutual decision. I’ll ask you yes or no, either way we’ll be finished, fair enough? 49Tuesday, December 11, 12
  • 25. PreListing Appointment Package Created with Haiku Deck Photo by rocket ship By Ken Brand 832-797-1779 page 15 of 24
  • 26. PreListing Appointment Package Created with Haiku Deck Photo by acousticgirl By Ken Brand 832-797-1779 page 16 of 24
  • 27. PreListing Appointment Package Created with Haiku Deck Photo by David Goehring By Ken Brand 832-797-1779 page 17 of 24
  • 28. PreListing Appointment Package Created with Haiku Deck Photo by David Cosand By Ken Brand 832-797-1779 page 18 of 24
  • 29. PreListing Appointment Package Created with Haiku Deck Photo by thisisbossi By Ken Brand 832-797-1779 page 19 of 24
  • 30. PreListing Appointment Package Created with Haiku Deck Photo by Taylor McBride By Ken Brand 832-797-1779 page 20 of 24
  • 31. Presenting the CMA M/M_____, before we get into the numbers let me briefly explain the logic behind this CMA research and see if you agree with our methods. Experience has shown us that Qualified Home Buyers comparison shop. Typically, they will define a price range and an area or areas that they are interested in and they go shopping, looking at pre-owned homes and New Homes. After viewing all of the available homes that meet their criteria, a buyer will narrow their choices down to a short list of one or two homes. In this day and age of Buyer Representation, the buyer’s representative will prepare a Competitive Market Analysis (CMA) to assist the buyer in the decision making process and offering price. At this point the buyer…having viewed all of the available homes (competition) will want to know..*what similar homes have actually SOLD for, average number of Days on Market, Price Per Square Foot and List Price to Sales Price ratio. This research is used to help determine their offering price and ultimately their own limits to what they feel a home should sell for relative to it’s competition. Does this scenario sound right to you? Yes. Also, once the Buyer and Seller agree on a price and the buyer’s mortgage is being processed, the lender will send an appraiser out and they conduct the same research. *What I have prepared for you is the research on homes that a buyer interested in viewing your home may also consider and data the appraiser will also look at. By reviewing this market data we can select a price that will position your home competitively in the market place so we can meet your goals. Would you agree that this is a logical approach to selecting a sales price. Begin your CMA presentation. * Be sure not to use the term “Comparable Homes” use “Similar Homes”. 39Tuesday, December 11, 12
  • 32. Pricing Dialogs "Another agent said theyd list it higher" Inform the sellers that their mission is to select the best agent, not the best price. An agent has no control over the market, only the marketing plan. Never select an agent based on price. "Mr. and Mrs. Seller, I am here because I want you to hire me and my company to market your home. I am accustomed to being in competition with other agents, however, if you cho0se me, I want it to be because you feel I am the best one to handle the marketing of your home, not because I said the highest price. A common mistake homeowners make is to overprice their home by the greatest amount with the agent who is least competent to attain it. If you dont feel that I am the best, then dont hire me...no matter what price I say." "We can always come down" Show the history of an overpriced home. Illustrate how the price steps down through market value to a sale price under market value. "...heres a home that started out at a price $x,xxx over market. It didnt sell so they reduced the price. It still didnt sell so they continued to reduce it until it was at market value. What do you think happened?" (Owner: I suppose it sold?) "No. Do you know why? What question do you ask me at the front door of every home I show you?" (Owner: How long has it been on the market?) "You ask me that because a long market time creates the belief that it is overpriced or that something is wrong. Thats what happened to this home. It sold below market price. What do you think wouldve happened if it was priced right on the first night?" (Rhetorical) So, you can come down, but it may be below market value." "They can always make an offer" "Mr. and Mrs. Seller, the only way a qualified buyer can make an offer on your home is if they see it. The problem is, most buyers look up to their price range, peek a bit over, then focus only in their price range. By overpricing, you put your home into a price bracket where they wont look. (Show the MLS book and/or computer printout and how their home will be invisible to a buyer by not being in their range.) The wrong price attracts the wrong buyers. The ones who could afford a market value price wont see it...and the buyers who do see your home wont be interested." "Couldnt we try it for a couple of weeks?" Tell the sellers that the majority of market activity occurs in the first two to three weeks. Use an activity log to show that this is the worst time to overprice, because thats when your best customers see the home. "As you can see by this, most of the marketing activity on a new listing occurs in the first two weeks on the market. So when you ask, Can we try it for a couple of weeks, look what youre doing. Youre overpricing your home during the period of its best activity, then lowering the price after theyre gone. Its like having a dinner party on Saturday and having the caterers come on Monday. I recommend that you price it at market value so you can capitalize on the best buyers youll have." 40Tuesday, December 11, 12
  • 33. "But we paid more than that for it" Many owners connect cost with value when in fact there is no direct relationship. What you paid for something has nothing to do with what its worth today. Here is a way to have the owners acknowledge this non- relationship: "Mr. and Mrs. Seller, I hear you say that the value of your home should be based upon the cost? Then let me ask, if you had inherited this home, that is, paid nothing for it...what would you try to get for it today?" (Owner: As much as we could get.) "Why, when you wouldnt have paid anything for it?" (Well, that doesnt matter...) Use this dialog for buyers too. Right before making an offer, buyers might ask you what the owner paid for it, as if that has any relevance. Respond by saying; "What if we find out that the owners had inherited this home...how would that affect your offer?" "But we have so many improvements in it" Most improvements are made for enjoyment, not resale. Lead the owners to this conclusion by asking these questions: "When were the improvements made?" (Owner: Just this year.) "At that time were you planning to stay or move?" (Owner: Oh, we were planning to stay.) "I see, if youd known then that you were going to move today, would you still have made those improvements?" (Owner: No, probably not.) "Why not?" (Owner: because we couldnt get our money back.) "We need the money" An owners need for money doesnt affect the value of the home. Heres a dialog to use in this case: "Being objective about an asking price can be difficult when driven by a need for money. How much more do you need?" (Determine the net difference.) "Why do you need that extra money?" (Owner; various reasons, none of which affect the value of their home.) "If you dont get that extra amount what will you do?" The owners response falls into two fundamental options; sell the home at market and alter things at the other end, or stay here and wait for the home to be worth more. Lead them to one of these conclusions. If their decision is to stay, then obviously their need for money exceeds the motivation to move. You can also put the owners in the position of a buyer by asking: "If you found a home to buy that was $12,000 overpriced, would you pay the extra amount if you knew the owners really needed the money?" "Were moving to a higher priced area" "We need more money because were buying in San Francisco and the prices are much higher there." Say to the owner; "Let me see if I understand. Because the value of homes is higher at your destination, then your current home will have to sell for more? Well then, you must be sure not to buy a home there from someone who is moving to Tokyo!" This should be said with a smile, but it should make the point that their destination doesnt affect the value of their home. "What does it hurt to try it at the upper end of the range?" The Law of Contrast teaches that people make decisions by comparison. Perception of value is effected by the other options available. A high priced home makes other homes look reasonably priced. Communicate this to owners: "One of the effects of overpricing is that your home may be a Pinball Listing. This is a metaphor of how the market reacts to an 41 overpriced home. As in a pinball game where the ball bounces off the bumpers before reaching a scoring position, buyers bounce off an overpriced listing into other homes. Your high price makes all the other homes look like good values."Tuesday, December 11, 12
  • 34. PreListing Appointment Package Created with Haiku Deck Photo by woodleywonderworks By Ken Brand 832-797-1779 page 21 of 24
  • 35. 7300 Metro Boulevard, Suite 120 Minneapolis, Minnesota 55439 Toll Free: (800) 533-4494 Fax: (800) 822-2716 E-mail: info@davidknox.com Web Site: www.davidknox.com Will You Cut Your Commission? Value Added Selling Summary Reference NotesLevels of Value-Added selling Deliver a Pre-listing package Dialog [ ] Personal letter Know what to say [ ] Raving fans Sales techniques • References; List of satisfied clients • Brag letters; Testimonials Value • Ask them to call some of your past clients Higher quality [ ] Production Increased results • Units, Volume Service difference • Number of families helped Self Esteem • Market specialization Belief in self and pride in your value [ ] Performance standards Position of strength • % Sale-to-list priceRules for getting paid what you’re worth • % Expirations Be selective: Motivated to move, Priced to the • Days on market market, Full commission [ ] Consumer videos Let Go of the outcome Overwhelm with competence Position of strength; choose not to cut, say “no” Be on timeValue Added Selling Keep your agreements Avoid being a commodity (Non differentiated, Personal contact generic, similar, easily duplicated) Establish relationship value Identify your DIFFERENCE Listen “Prices” by John Ruskin (1819-1900) Listing Presentation It’s unwise to pay too much, but it’s worse to pay Unique points of difference too little. Exclusive feature When you pay too much, you lose a little money, Target marketing that is all. When you pay too little you sometimes lose every- Negotiation skills thing, because the thing you bought was inca- Communication and progress reports pable of doing the thing it was bought to do. Cancellation option The common law of business balances prohibits Ancillary services paying a little and getting a lot. It can’t be done. Targeted mailing If you deal with the lowest bidder it is well to add something for the risk you run. Premium marketing materials And if you do that, you will have enough to pay for 5 Steps to Handling Resistance something better. 1. Pause There is hardly anything in the world that someone The problem may resolve itself can’t make a little worse and sell a little Shows strength cheaper–and people who consider price alone are Non-defensive this man’s lawful prey.©2002 DAVID KNOX PRODUCTIONS, INC. www.davidknox.com 800-533-4494 Page
  • 36. 2. Acknowledge Commission shoppers; “What’s your commis- Neutral: shows that you heard them sion?” Verbal or non-verbal awareness We have a range of fees depending upon the type 3. Isolate of property. “Other than that...?” Why is the fee your #1 concern? Resolution must result in agreement We may not have the lowest fee, but we’ll prob- ably get you the highest NET. 4. Question Question their position, don’t defend your own Post-offer commissionectomy “Why is our fee an issue?” Seller: “We’re only a few thousand dollars apart. Will you cut your fee to make the sale?” 5. Answer and re-close Agent: “We were (the whole price) apart beforeAnswer the objections this offer.” Another company charges less Seller: “You mean you’d lose a sale for $xx,xxx?” Seller: “The other company charges X% less” Agent: “No...you would be losing the sale.” Agent: “Mmmm Hmmm.” Just 1%? Seller: “So I’d like you to match theirs” “ When you say ‘just 1’, remember, I wouldn’t be Agent: “I see. (pause) Let me ask you this, if our coming down 1 out of 100% , I’d be reducing 1 fees weren’t different, who would you select? out of 6. That is a 16.67% from 6%. It would be Seller: “We’d go with you.“ like you reducing your $200,000 price by Agent: Why? $34,000. Seller: “Because (they will itemize the services and points of difference).” “I thought your fee was negotiable.” Agent: “So, by your own assertion, you see the “We charge X-2% for relocation accounts who list benefits we offer over the competition. Wouldn’t 20 or more homes a year.” you expect there to be a commensurate differ- “We charge X-1% for builders who list 5 or more ence in fee?” homes a year.” Seller: “Yea, you’ve got a point. We just don’t “We charge X% for single residential transactions. want to pay the difference.” Because we are handling this single property, the Agent: “May I ask why?” fee is X%. Are you ready to get started?” Seller: “Because we want to come out with a Will you cut your fee if my home sells quickly? bigger bottom line.” “Would you prefer that it took longer? Do you Agent: See next objection below want to ENcourage or DIScourage me to sell it Focus on NET equity quickly? There are two components of NET equity; what Remember, we are paid for results, not how long it comes IN minus what goes OUT. Sellers only takes us to get those results. focus on what goes OUT, the expenses. You When you hire a professional, you’re not paying must show that what comes IN is more impor- for just the time it takes to do the job, but for the tant. You must prove your performance advan- years of knowledge and experience that it took to tage vs. the Market and vs. the Competition. be ABLE to DO the job. I’m ready to begin now. Expirations Shall we?” “We’re X times more likely to sell your home” or If you sell it yourself will you cut your fee? “Your home may not sell at ALL.” “There is no economy of scale if I sell my own Days on market listing. Both the selling and listing side have “You’re home will sell ____ mo. sooner” or their associated efforts and expenses. In addition, “You might have to stay ___ longer.” it is a benefit to you to have your listing agent Sale to List Price ratio handle both sides. You wouldn’t want to dis- “You’ll actually NET more.” or insent me for doing that, would you? OK then, “You could actually LOSE money.” lets get started.”©2002 DAVID KNOX PRODUCTIONS, INC. www.davidknox.com 800-533-4494 Page 2
  • 37. No sale, no pay The Market Determines Value: CMA “Remember, we are better than a money back CMA is like an X-ray of the market. guarantee. You don’t pay us anything unless Three outcomes: Expireds, For Sale and Sold your home sells and you’re satisfied. Our fee is You must first select the outcome you desire...then contingent upon performance. So let’s schedule select the price accordingly. the first open house for Sunday afternoon.” The market is the only opinion that counts. Full service vs. Discount Value of Improvements “We had a choice of whether to be full service or “We’ve got a lot of money invested in our home.” discount. We fount that our customers prefer a When and why were they made? high level of service and are willing to pay for it. At that time were you planning to stay or sell? Shall we get started?” If you’d known you were going to move, would First exposure with best company you still have made the improvements? “The highest activity occurs in the early weeks of Pricing Strategies for a Changing Market marketing. If another, less competent company In a rising market, you can overprice and the fails to capitalize on its own opportunities, then market will catch up. you gain nothing. During this important time you In a flat market, a high asking price won’t be want to have your home listed with the best ‘saved’ by the market. company. Shall we proceed?” In a declining market, even a market price may be Establish your negotiating skill too high as prices drop. Agent: “Is it important that your agent be a good The Best Offers are the First Offers negotiator?” “But we need the money.” Seller: “Of course it is.” Contrast the need for money against their motiva- Agent: “How am I doing?” If I can’t negotiate my tion. own fee, then how can I negotiate your price?” Owners must balance their need for money against Show how little room you have the benefits of moving. 1. Itemize listing vs. selling commission “They can always make an offer.” 2. Show the pie: Fixed vs. Variable costs. The only way a buyer can make an offer is if theyGet the listing...Priced Right see your home. Delay the Discussion of Price Buyers search for homes within their price range. Delay the tour of the property Overpricing puts your home out of their sight. Explain the steps of the Listing Process “We can always come down.” 1. Preparation and research Show the history of an overpriced home. 2. Initial meeting What do you think would’ve happened if it was 3. Establish motivation and objectives priced right on the first night? 4. Examine the marketing plan 5. Select a real estate agent “We’re moving to a higher priced area.” 6. Establish the asking price Their choice of destination did not affect the value Establish an asking price only after they have of their home. selected an agent. “Couldn’t we just try it for a couple of weeks?” How Will You Select a Real Estate Agent? The majority of market activity occurs in the first Best services and marketing plan few weeks on the market. Highest listing price Avoid this Common Mistake Highest listing price Least competent agent©2002 DAVID KNOX PRODUCTIONS, INC. www.davidknox.com 800-533-4494 Page 3
  • 38. Loyalty Appreciation RebateWhen a seller employs us to represent us in the sale of their property and the purchase of another property, we can offer the seller a “Loyalty Appreciation Rebate” not to exceed1%. The rebate is given at closing by adjusting our 6% Listing Commission to 5%. To receive the “Rebate” the sellers must be under contract to purchase another propertynaming Prudential Gary Greene Realtors as the Selling Broker and you as the Selling Agent.==
  • 39. PreListing Appointment Package Created with Haiku Deck Photo by Nazly Ahmed By Ken Brand 832-797-1779 page 22 of 24
  • 40. PreListing Appointment Package Created with Haiku Deck Photo by Lee Haywood By Ken Brand 832-797-1779 page 23 of 24
  • 41. PreListing Appointment Package Created with Haiku Deck By Ken Brand 832-797-1779 page 24 of 24
  • 42. Activity 21 Rehearse The Listing Appointment You are well prepared to take a listing….you are familiar with the features and benefits of your Homeselling Proposal, you’re a CMA Master/Mistress, your Pre-Listing Packets are ready to go, you know how to calculate “Estimated Net Proceeds” in your sleep, you are comfortable handling seller objection/concern and you know how to complete and explain all the paperwork….there’s only one thing left to do….the most important part….make your presentation. Most people would agree…it’s better to crash and burn in private than on a listing appointment…what do all successful professionals do, practice…so, let’s model for success and hone our skills. ACTION PLAN Using the seller profile provided...role play the entire listing appointment form hello to good bye. One can never consent to creep when one feels an impulse to soar. Helen Keller 53Tuesday, December 11, 12
  • 43. Questions to ask in the Seller Counseling InterviewThe key to success in selling in asking the right question, not knowing the right answer. The list belowprovides the key questions for you to ask when interviewing your listing prospects. Print this page anduse it in your telephone interviews or under the top page of your legal pad during the face-to-face sellerinterview.Pre-listingHow did you hear of me?How soon do you want to have your home on the market?What other companies are you interviewing?What price range do you feel your home is in?What improvements have you made to your home since you bought it?RapportBefore we tour your home, Id like to sit and visit with you first. May we use this table?What are the main things youd like me to cover today?Tell me about yourself and your family?What do you like to do in your leisure time?Reasons and motivations for movingHow long have you thought about selling?Why have you chosen to move now?Why is that an important time to move?What are your plans after the property sells?Have you located another home yet?How do you and your family feel about this move?What do you see as the biggest benefit/drawback of this move?UrgencyHow soon would you like to be moved?Why is that an important time to move?What would happen if it didnt sell?How would your plans be affected if you moved earlier/later?Previous experience in real estate transactionsTell me about your experiences in buying and selling real estate.How many homes have you owned? or How many times have you moved?Experiences with a real estate agentHave you used a real estate agent before?How have your past experiences been?Expectations of a real estate agentWhat is your main reason for considering a real estate agent?What services real estate agent services do you consider to be the most important?What are the most important factors to you in selecting an agent?
  • 44. What Makes Your House A Home?What I have enjoyed most about my home isThe reason I bought this home isI feel the best 3 features of this house are1.2.3.I would describe the neighborhood asPersonal property includedPersonal property excludedI am selling this house becauseImprovements made since purchase
  • 45. Memo To: Listing Leaders From: Ken Brand Date: 12/11/12 Re: What you might include in your “Pre Listing Packet” Immediately after you set an appointment to make your Marketing Presentation, deliver or have delivered to the seller a “Pre Listing Appointment Packet”. Here a few ideas about what should go inside. 1. Personal Brochure 2. Market Study 3. Resume 4. References 5. Agent Bio 6. Personalized Homeselling Proposal 7. Samples of our Advertising 8. Sample Listing Agreement 9. First American Home Service Contract 10. David Knox “Pricing Your Home” DVD (www.DavidKnox.com) 11. David Knox “ Preparing Your House For Sale” DVD 12. Letter of recommendation, appreciation, thanks, etc. 13. Sale Contract and addend 14. Everything else you think would be interesting or positive  Page 1 9000 Forest Crossing The Woodlands, Texas 77381 Office: 281.367.3531 Web Site: www.garygreene-woodlands.com Email: brandk@garygreene.com
  • 46. This% packet% includes% the% residen1al% contract,% addenda,% no1ces% and% disclosures% that% a%buyer% will% use% when% submi8ng% their% offer% to% purchase% a% pre;owned% property.% % Please %review% these% documents% and% highlight% any% paragraphs% that% you% have% ques1ons% or %concerns%about.%%I%will%be%happy%to%explain%all%of%the%paperwork%and%answer%any%and%all %of%your%ques1ons.% Ken$Brand$ 9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 47. Lis1ng%Agreement %This%packet%includes%the%residen1al%Lis1ng%Agreement,%addenda,%no1ces%and%disclosures %that% are% used% when% lis1ng% a% property% for% sale.% % Please% review% these% documents% and%highlight%any%paragraphs%that%you%have%ques1ons%or%concerns%about.% %I%will%be%happy%to %explain%all%of%the%paperwork%and%answer%any%and%all%of%your%ques1ons.% Ken$Brand$ 9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 48. Residen1al%Service%Agreement %This%packet%includes%Residen1al%Service%Agreements%that%are%available%to%a%Seller%or%Buyer. %A% residen1al% service% contract% is% an% agreement% whereby% the% residen1al% service% company%may,%under%certain%condi1ons,%repair%or%replace%the%appliances,%plumbing,%hea1ng,%cooling %or%other%systems,% %The%purchase%of%a%residen1al%service%agreement%is%op1onal,%but%highly %recommended.%%I%will%be%happy%to%discuss%these%op1ons%with%our%at%any%1me.% Ken$Brand$ 9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 49. Mortgage%Informa1on% Ken$Brand$9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 50. Ken$Brand$9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%
  • 51. Ken$Brand$9000%Forest%Crossing%|%The%Woodlands,%TX%77381% Cell:%%832;797;1779% Web:%www.BrandCandid.com%