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Power Listing - Win the listing everytime

Excerpts from a workshop called Power Listing. From capturing the appointment, to securing the listing at a price that is salable along with creating a partnership with the seller that will lead to a customer for life.
Learn how to improve the customer experience, increase business and find more balance. Learn rapport building skills and how to better understand the seller’s needs plus how to successfully set expectations, including establishing everyone’s role in the transaction. Learn the most important qualities sellers are looking for and the most common concerns when choosing a real estate professional today.

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Power Listing - Win the listing everytime

  1. 1. Stand out amongst your competition!  Comprehensive Plan  Rapport Building Skills  Set Expectations up front  Identify Financial as well as Emotional Needs  Establish roles and Eliminate Surprises  Understand Common Objections = Concerns  Winning Team Strategy with all your CUSTOMERS
  2. 2. We need to excel above what an average agent would do We need to excel at what is expected Then we need to do the unexpected Go the extra mile it’s not very crowded up there……
  3. 3. • Capture & Convert with Success • Stand out from the Competition • Have a strong commitment to the appointments and more face time than the competition • Set Winning Expectations • Incorporating soft closes- Build Commitment into your process while addressing objections before they happen • Strong Market Positioning = Sold Listings • Close & Sign the Listing with a seller who is on “The Team”
  4. 4. Preparations & Planning! Becoming Partners in Success with your Customer Staging - Presentation Cleaning & De-cluttering Availability to be shown Feedback and follow up
  5. 5. Stage your MLS Listing Sell the House and Bait the Buyer Call to Action Monitor the Sellers Position Make the Seller Accountable for Price Create a Customer for Life!
  6. 6. Power Listing gives you the Competitive EDGE Building Rapport and Commitment from 1st contact We do Business with People we Like! So do our customers!
  7. 7. Qualify and Convert the Call! When the call 1st comes in……Be prepared with your Questions! • May I ask how you got my name? The reason I ask is that most of my business is from personal referrals and I always want to know who to thank for my business • Please tell me about your home • What made you decided to move at this time? • By what date would you like to be settled in your new home? • Will you be interviewing other agents? • When will you and any other decision makers be home for me to see your home and answer any questions you may have about the marketing process? • What are your plans when your home sells?
  8. 8. I want to be totally honest with you, the listings I take SELL. It’s a process of accurately identifying the selling points of a home, combined with a competitive market position and the home being in show ready condition. Let’s set a time to get together you can show me your home, allow me to learn more about your goals and then share with you how I can get your home sold and why we are selling so many. Then at that time If you’re comfortable we can go ahead and work together. I have an opening at _______ or _______. Which would be better for you?
  9. 9. The exciting news is I specialize at selling homes in your neighborhood! Let’s set a time to get together you can show me your home, allow me to learn more about your goals and then share with you how I can get your home sold and why we are selling so many. Then at that time If you’re comfortable we can go ahead and work together. What would be a good time for you? I have an opening in my schedule at __________ or __________. Which would be better for you?
  10. 10. 1. Set the Agenda for your first meeting 2. Tour The Home 3. Review Seller Needs and Concerns 4. Discuss Current Market Conditions Answer questions you may have about hiring me
  11. 11. • Before the Appointment • Email to confirm appointment and goals • Prepare pre-listing presentation and arrange to preview the home and deliver the presentation. • 1-step or 2? Why? • 2 steps, Can you arrive with a CMA on a house you have never seen? • Set yourself APART from your competition – find out who your competition is. • This gives you an opportunity to gather information & learn their HOT BUTTONS
  12. 12. Dear ___________, I look forward to meeting with you this ____________to learn more about your goals. It is my job to not only educate you about the market and help to you establish a competitive market position that will get you the best possible price. My customers also count on me for my honesty throughout the process, from staging, marketing, and my experience when it comes to negotiations and getting to the closing table. It’s not over until it’s over. Please know that my mission is to get you where you want to go, on time! Your REALTOR for life,
  13. 13. 1st Appointment This is your time to SHINE!!! Know the inventory in the neighborhood of the HOME before you go HAVE THEM SHOW YOU THEIR CARDS BEFORE YOU SHOW THEM YOURS! Learn what they really liked about the house when they bought it Learn what improvements they have made Learn about past experiences they have had in selling homes Learn what they are looking for in an agent Take very specific notes on the home
  14. 14. • Feature Sheet • Take organized notes on the property • Opportunity to discuss showing instructions • Inquire about Re-issue credit • Inquire about HOA • Confirm School information RESELL THEM THEIR OWN HOUSE (Why ________________________is Different and Why it’s important to get all this detailed information) Be the Expert @ Soft Closes
  15. 15. The “Average” Agent can deliver……… 1. Sign 2. MLS 3. Internet 4. Flyer 5. Open House What is a Seller ~ Customer looking for? 1. Sell the House at the Best Price 2. Love the House 3. Experience & Knowledge 4. Enthusiasm and Energy! So why are you Different? Whole Package
  16. 16. Time for Your Marketing Presentation Value Proposition NOT Price!
  17. 17. You may choose to h_____ me to market your home You could choose n_____ to hire me to market your home We could mutually agree that your home does not q__________ for my marketing plan.” Why are You Different?
  18. 18. Creating Your Point of Difference • Largest Coldwell Banker in the State of Florida • Only Company who Exclusively Hires Experienced Realtors • Sells over 100 million in Relocation • No other Brand Name Company outsells us in this Market • Most Respected Brand Name in Real Estate Nationally • Real Estate Technology ~ Most Progressive Company Locally!
  19. 19. Your Brand Value Nationally and Locally A Proven Marketing Strategy Advisor, Negotiator, Facilitator Successfully Service the Listing Your Knowledge and Reputation
  20. 20. Are there certain Objections you hear all the time? Address them confidently. •"Can we just start a little higher so we can leave ourselves some negotiating room?” •“Will you negotiate your commission?” •“We have a friend in the business” • Why is your price Lower than the Other Agents? They showed us comps too. •You’re too Busy, you have so many listings we want someone that can give us attention. •You don’t handle homes in our price range Will you cut your commission?
  21. 21. PRICE? The Elephant in the room. In addition to the strength of our Company, our ability to expose your home in its best light Nationally and Globally along with my experience, another important part of my value proposition is my price counseling. The sellers I work with are able to attain top dollar for their homes, which is why I reserve my price counseling for my customers. Ultimately “Mr Seller” you will determine how to position your home on the market. It’s important to be confident in the agent and company you choose. I feel very comfortable with you. Do you feel comfortable working with me and in choosing me to be your agent? Great then let’s get started!
  22. 22. Won’t Commit? I know it’s a huge decision… I am a little concerned though. Can I tell you why? Somewhere, somehow, I have not completely convinced you that I can sell your home. So, let me ask you, what specifically is stopping us from getting started tonight? (Deal with issue) Are you ready to get started?
  23. 23. Just Tell me How Much Acknowledge Educate Comparables vs Competition Market Position Be Prepared You’re Hired
  24. 24. Maximum Vale Worksheet • Present the Shopping Cart completed • Present a landscape MLS view with Active listings • Present a landscape MLS view with Sold listings • Present a landscape MLS view with Pending listings • Full MLS Sheets for Active, Pending and Sold for sales in exact same neighborhood within the last 60 days. Research the subject subdivision for the last 12 months, because they have Note Short Sales and REO on lists
  25. 25. Wants to list at a higher price, another agent gave them a higher sale price or want to start at a higher price and come down later. I understand what you are saying… Possibly they emphasized listed prices. What we need to be focused on is what has SOLD and CLOSED. You see…there are two places you can price your home. You can list it where everyone else is that is NOT SOLD, or you can list it where it would SELL! Which would you prefer to start?
  26. 26. I’d rather see you get ten offers and turn them down than have no offers at all. Wouldn’t you agree? If we get a low offer why don’t you let me work to negotiate the buyer up rather than have a price that brings no offers at all. Does that make sense? The problem is we can’t cook if we’re not in the Kitchen, meaning without an offer negotiating isn’t something we’ll be doing anyway.
  27. 27. Does staging really matter?  What is staging?  How to make a great first Impression.  What can be a distraction to Buyers?  How do you make buyers remember your home?  Know your competition in the marketplace!
  28. 28. Staging, Does it Matter?  What is Staging?  How to make a great first impression!  What can be a distraction to Buyers?  How do you make buyers remember your home?  Know your competition
  29. 29. It’s all in how you package it. Use words like: Comfortable stylish luxurious warm romantic magnificent elegant exciting fresh distinct graceful original tremendous soothing stunning practical superior classic sparkling secluded textured elaborate paradise towering tranquil peaceful transformed personality. 1. To Sell the Listing 2. To prospect for Buyers 3. To get more listings