3 Tactics to Gain Sellers when For Sale Homes are Scarce

414 views

Published on

Inventory is at an all time low. Now, more then ever, agents need to drum up business on their own. But how? With over 67 years of experience working with the most successful real estate agents across the country, Cole Realty Resource will provide details on 3 proven tactics to get neighbors on the move. This FREE short training webcast will provide lots of content including market research, scripting ideas, testimonials and more.

How do the top agents in your market continue to list and sell more houses?

At Cole Information, our passion is helping businesses find new customers.

Published in: Real Estate
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
414
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 3 Tactics to Gain Sellers When For Sale Homes are Scarce - Cole Realty Resource
    As you know, Mike says never stop PROSPECTING. New and seasoned veterans prospect EVERY DAY in order to achieve success. Cole Realty Resource online provides UNLIMITED PHONE NUMBERS for only $395/year. All the phone numbers you will ever need for: Just Listed, Just Sold, Farming and Expireds. Key household information includes: Owner/Renter, Purchase Amount, Home Value, Length of Residence, Date of Birth and additional Household Members. Be sure to ask for the Mike Ferry discount.
  • Nadine is the CEO and founder of PrinterBees. She is a licensed real estate agent in California and has been in and around real estate since the early 80’s as a teenager. Nadine practiced real estate and mortgage lending as part of a successful husband and wife real estate team and founded PrinterBees as a way to follow her passion for the marketing side of the business to help other agents get great at their marketing.
    She is releasing a book in January about her experiences in small business and how to build them. The book is titled “The Secrets I Share With Friends: Everything I know about small business”. You can connect with her on all of the major social networks.
  • Welcome to Cole Realty Resource. You've signed on to a powerful tool that allows users to search for qualified leads in your neighborhood. In less than 30 minutes, we'll show you how to use the neighbor search to target your best prospects for mailing or telemarketing. You can find businesses and consumers close to your Just Listed or Just Sold properties to find new customers with unlimited searches and unlimited downloads. Cole Realty Resource also empowers agents to:
    •Farm a neighborhood using our Google Mapping App
    •Target prospects by home value, street, length of residence etc.
    •Find potential first time home buyers by targeting renters
     
    We'll also have a brief demonstration and some time for Q & A. At Cole Information, our passion is helping businesses find new customers.
    During today’s presentation, I’m going to show you the highlights and benefits of the program, how easy Cole Lists is to use to target consumers or businesses.
    If at any time, you have any questions, please type your question into the console to the right of the presentation & we’ll answer those questions.
  • Webcast focus on increasing your listing production based on knowledge that we have gained over the years working with top producers from all across the country
    Survey with a company that we work with showing what the top 150 producers who closed an average of 90 transactions/year in their coaching program revealed
    1. 28 % get their biz from past clients and/ Center of Influence whether that’s direct business from them or referrals from them.
    2. 13% drummed up business with Just Listed/Sold calls, doors and mailing campaigns.
    3. 11% contacted Expireds and cancelled listings in the marketplace.
    4. 9% drummed up business via FSBO’s and also cold doors
    5. Sign calls, direct mail response, agent & company referrals
  • That’s why Realtors need to reach out neighbors through the power of these three topics.
  • 1) Take a moment, and let’s talk about why Just listed Just Sold works, timing is critical:
    Allows you leverage your visibility and credibility
    Leverage the fact that your name is in the front of the neighbors house
    Leverage the credibility that their neighbor trusts you
    Take advantage of “keeping up with the Joneses”. If they are moving up to a larger home you want to also.
    These three elements make you a GREAT prospect for listing your home.
    The alternative to sit in your office and wait for a selling to call you, at which point your competition for that listing is everybody else in your office and/or company. So your lucky if one day a month you get a call because you’re next in the Que.
    Which would you prefer? Sit and be reactive or take charge by being proactive?
  • Now let’s talk about an easy solution:
    Cole Realty Resource allows you to pull up the CLOSEST neighbors through our Aerial View search.
    Allows you to easily contact the closest 75 neighbors with visual of the home.
  • Scripting is essential and VERY easy.
    These are NOT sales calls. They are NOT a service call. It’s just a 411 informational call to the neighbors.
    Call #1: Introductory: I’m sure you have seen the sign in the yard. Tyler & Anslee are moving. I apologize if you notice some extra traffic in the area checking out the property. Here’s my number if you have any questions. I also might stop by next week and drop off a business card.
    Why are you calling me? Why are you bugging me?
    Because it’s VERY important. I gave an oath to my client, my client who happens to be your neighbor down the street that I would call of their neighbors to see if they know of anyone who might want to move into the neighborhood. And if you were my client, I would do the same thing!
    Why are you calling me? Why are you bugging me?
    Because whatever I list and sell your neighbors home for DIRECTLY impacts the value of YOUR home!
  • Show results! Postcards should be simple straight forward & clear.
    According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include:
    Clear and bold headline
    Graphics that support your message
    Color that pops
    Your logo
    “The offer”
    Calling or mailing should be that same messaging
    Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you.
    Do NOT make it a sales call. Again make it more of a 411 informational call.
  • 2) Now let’s take a moment and think about farming neighborhoods
    As a Real Estate agent you understand more than anyone else that 12% of the population moves every year. That’s GREAT for you. 10% of the population in your city will move in the next 12 months. The NAR reports that 66% percent of homeowners listing their home signed on with the first Real Estate agent they talked to. A typical seller does NOT interview multiple agents to list their home. The question is, how do you make sure you’re the agent that gets the listing?
    With Just Listed/Just Sold prospecting that we were just talking about is great because you’re taking advantage of the fact that the neighbors know the owner of the property you just listed but it missies out on a big part of the neighborhood. Successful agents pick out a neighborhood or two and work continuously on building their BRAND within that neighborhood. In this process, a successful agent may reach out 3-4 times per year to everyone on the neighborhood so that when someone in that neighborhood decides to sell, they are the TOP of MIND agent.
  • Contact your Center of Influence or Past Client and ask for their permission to call into a neigborhood. Your call could be something like this, “John, I apologize.” They will ask you why you are sorry. Because I helped you sell/buy your house two years ago and haven’t followed up with you since. I am so sorry. How are thing?
    Maybe they are ready to move again, HOT LEAD.
    Oh, I’m so happy you love your house/neighborhood. If you don’t mind, I’d love to call of your neighbors and introduce myself and see if they might be in the market to buy/sell. Pull up their closest 500 neighbors and now use their name as a reference.
    “I’m not sure if you know Jan and John down the street. They have used my services in the past and suggested I give you a call…”
  • Now let’s talk about an easy solution to neighborhood farming.
     
    Demo onscreen Google mapping
     Listings of recently sold homes including the price. This tells them the potential price they could get if they sold their home.
    Average time of market. This proves that you CAN move homes in their neighborhood. Don’t get all wrapped up on who sold it at this point, include every sale.
    Open House: Schedule an Open House on a property that is not your listing. This is a great reason to call a neighborhood. I’m not sure if you know Anslee & Tyler on N 14th St but they just listed their home. It’s a great home to raise a family in. If you would like to stop by, we will be handing out bags of popcorn.
  • Scripting is essential and VERY easy.
    These are NOT sales calls. They are NOT a service call. It’s just a 411 informational call to the neighbors.
    Call #1: Introductory: I’m sure you have seen the sign in the yard. Tyler & Anslee are moving. I apologize if you notice some extra traffic in the area checking out the property. Here’s my number if you have any questions. I also might stop by next week and drop off a business card.
    Why are you calling me? Why are you bugging me?
    Because it’s VERY important. I gave an oath to my client, my client who happens to be your neighbor down the street that I would call of their neighbors to see if they know of anyone who might want to move into the neighborhood. And if you were my client, I would do the same thing!
    Why are you calling me? Why are you bugging me?
    Because whatever I list and sell your neighbors home for DIRECTLY impacts the value of YOUR home!
  • Scripting is essential and VERY easy.
    These are NOT sales calls. They are NOT a service call. It’s just a 411 informational call to the neighbors.
    Call #1: Introductory: I’m sure you have seen the sign in the yard. Tyler & Anslee are moving. I apologize if you notice some extra traffic in the area checking out the property. Here’s my number if you have any questions. I also might stop by next week and drop off a business card.
    Why are you calling me? Why are you bugging me?
    Because it’s VERY important. I gave an oath to my client, my client who happens to be your neighbor down the street that I would call of their neighbors to see if they know of anyone who might want to move into the neighborhood. And if you were my client, I would do the same thing!
    Why are you calling me? Why are you bugging me?
    Because whatever I list and sell your neighbors home for DIRECTLY impacts the value of YOUR home!
  • Show results! Postcards should be simple straight forward & clear.
    According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include:
    Clear and bold headline
    Graphics that support your message
    Color that pops
    Your logo
    “The offer”
    Calling or mailing should be that same messaging
    Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you.
    Do NOT make it a sales call. Again make it more of a 411 informational call.
  • The final way CRR can help neighbors on the move is the fact you can leverage/take advantage of the fact that you already have buyers
    In today’s market more than ever, when there is a shortage of listed properties this is critical to your success.
    In this scenario, you have a buyer interested in a particular neighborhood but there are no homes on the market. Rather than give up or convince your client to look somewhere else take charge of the situation and make prospecting calls into the neighborhood that the client is interested in.
    As we talked about earlier 12% of the population will move this year. So as you’re calling into this target neighborhood, you know, for a fact, that if you make 10 calls, one of them may be ready to sell. The best part of this approach is more likely than not you we get a double sided deal.
    In fact, we recently met with a realtor located just a few blocks away from us. Maria said that she recently called into a subdivision using our platform. By just being on the phone for a couple of hours, she was able to produce 3 leads/appointments. These are folks who aren’t ready to sell this instant but w/in the next 3-6 months. As we said earlier, she has a 66% chance of now getting those listings because 2/3 of these folks will not interview another realtor.
  • Scripting is essential and VERY easy.
    These are NOT sales calls. They are NOT a service call. It’s just a 411 informational call to the neighbors.
    Call #1: Introductory: I’m sure you have seen the sign in the yard. Tyler & Anslee are moving. I apologize if you notice some extra traffic in the area checking out the property. Here’s my number if you have any questions. I also might stop by next week and drop off a business card.
    Why are you calling me? Why are you bugging me?
    Because it’s VERY important. I gave an oath to my client, my client who happens to be your neighbor down the street that I would call of their neighbors to see if they know of anyone who might want to move into the neighborhood. And if you were my client, I would do the same thing!
    Why are you calling me? Why are you bugging me?
    Because whatever I list and sell your neighbors home for DIRECTLY impacts the value of YOUR home!
  • Show results! Postcards should be simple straight forward & clear.
    According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include:
    Clear and bold headline
    Graphics that support your message
    Color that pops
    Your logo
    “The offer”
    Calling or mailing should be that same messaging
    Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you.
    Do NOT make it a sales call. Again make it more of a 411 informational call.
  • At this point, you’re also educating the neighbors of the market.
    Once you’ve established that relationship, you can introduce yourself, let them know (if they don’t already) what you’ve done for their neighbor & because you have already spoken to this person, what you can do for them.
    Suggested script:
  • At this point, you’re also educating the neighbors of the market.
    Once you’ve established that relationship, you can introduce yourself, let them know (if they don’t already) what you’ve done for their neighbor & because you have already spoken to this person, what you can do for them.
    Suggested script:
  • We’re so glad you’ve chosen Cole Realty Resource to jump start your sales. If you have additional questions or need assistance, our customer service number is …..1-800-283-2855 today.
    And be sure to check out Colecommunity.com. Where you can learn some great tips through our webinars—both new & recorded, read our blog & articles on colecommunity.com.
    Are there any questions?
  • 3 Tactics to Gain Sellers when For Sale Homes are Scarce

    1. 1. 1 3 Tactics to Gain Sellers When For Sale Homes are Scarce Preferred Vendor for McLean International
    2. 2. 2 • Tyler Steenken • Enterprise Sales • ColeRealtyResource.com • Lora Ullerich • Digital Media Specialist • coleinformation.com Session Framework
    3. 3. Cole Directory • Published in 1947 • “Blue Book” • Crisscross directory Invaluable information for industries: Telemarketing Debt collection Law enforcement Today, web-based lead generation for Realtors Then and Now
    4. 4. 4 How many hours a day should an agent be prospecting? “I think it’s less about time and more about strategy. Most important prospecting calls are to your past clients and sphere of influence; if you can call them at least once a quarter, that’s ideal. So if you have 500 in that core group, I’ll take 10 weeks (50 a week, over 5 work days in a week, that’s 10 a day). The next part of the strategy is based on many deals I want to close, where are they going to come from, beyond my sphere? Geographic farm? Expireds? Internet Leads? How many from each? Then how many calls will generate me those sales? Always beginning with the end in mind, developing a plan for each “silo” of business, then evaluating regularly to figure out what’s working, what isn’t, and how long to change it.” - Amy Stoehr, Executive Coach McLean International Increase Listing Production
    5. 5. 5 The Importance of Farming (OWNING) a Specific Neighborhood? “Again, this depends on your strategy. If you want to close 60 transactions a year, and just calling and mailing your database can do that for you, then it’s not important. For most people, it’s a balanced strategy of repeat/referral with the NEW business to hit goals, and for the vast majority it makes sense to geographic farm. If that’s the case, then OWN that neighborhood. Don’t mess around. Do your homework to make sure someone else isn’t already owning it. You can spend a fortune trying to take a little market share from someone who’s dominating. Or, you can find an area not dominated, and build your plan to own it over the next two years.” - Amy Stoehr, Executive Coach McLean International Increase Listing Production
    6. 6. 6 Top Agents suggest their leads come from: • Past Clients /Center of Influence • Expireds • FSBO’s • Just Listed/Just Sold Increase Listing Production
    7. 7. Reach out to neighbors through the power of: • Just Listed / Just Solds campaigns • Geographic Farming • We Have Buyers campaigns For Agents…
    8. 8. Powerful, easy to use tool Just Listed/Just Sold search Virtually prospect from your desk Approach & offer Questions Session Framework Just Listed/Just Sold Why Timing is Critical?
    9. 9. • Pull up the closest neighbors on the street • Provides contact information for direct mail and telemarketing campaigns • Have snapshot of 75 closest neighbors Bird’s Eye View
    10. 10. 10 “The possibilities of having new business by contacting people who don’t know you yet, that’s the power of Cole.” Kristi Soligo Reece & Nichols, Kansas City Just Listed/Under Transaction/Just Sold Just Listed Just Sold
    11. 11. 11
    12. 12. • Powerful, easy to use tool • Just Listed/Just Sold search • Virtually prospect from your desk • Approach & offer • Questions Session Framework Geographic Farming
    13. 13. 13 Which neighborhood to pick? – Close to recent transactions and spheres of influence? The area YOU live in? Where your kids go to school? The neighborhood where your church is located? Near a place you volunteer at? Start with one neighborhood…then two…then eventually perhaps a zip code? Farming - Build Your Brand
    14. 14. 14 Neighborhood Farming • Google Maps™ technology • Accurate information • Easy to use
    15. 15. 15 “Most people want to cast a really wide net but the reality is that you want to cast a really small narrow net. And be the one main thing for everybody within that net and community. And Cole allows you to be able to gather that information and like an arrow, pinpoint who it is exactly that you want to go after. And engage them in meaningful conversations that are relevant to them and their community. Then grow in concentric circles from there. So once you own one neighborhood then you can move onto the next….” Rob Chevez, Keller Williams, VA 110 transactions in 2013 Geographic Farming
    16. 16. 16 • How do you become the real estate agent of choice in a particular neighborhood or market? Rob Chevez uses Cole Realty Resource to identify target prospects and implement the ZONE method of marketing. Since 2007, Chevez has been an active real estate investor with Keller Williams Realty. So active, he closed 110 deals in 2013 alone. • Zone stands for: – Zero in on your target market. (pick your area or niche) – Own the mindshare of that market. (through telephone calls, door knocking, direct mail, advertising, email, etc.) – Network with people of influence in your target market. (attorneys, accountants, HOA board of directors, pastors, business owners, etc.) – Engage the community in service. (make sure you give back to your community) Farming
    17. 17. 17
    18. 18. 18 Shortage of existing houses is critical to your success! • It provides context to your prospecting call. • May get interest and leads in other neighborhoods. • Provides future follow-up opportunities. • Do NOT ask if they are looking to sell. Ask if they know of anyone? If they are, it will come up in conversation. We Have Buyers!
    19. 19. 19 “ Once I do door knock, I have the opportunity to have a conversation and the next thing you know, a cousin or niece is looking to find a home. More opportunity for business and even though I may not have as many contacts when I door knock, I do get more results than when I'm calling.” Maria Cooksley, NP Dodge, Omaha We have Buyers!
    20. 20. 20
    21. 21. 21 The Importance of Keeping a Schedule? “Paramount to long-term, major league success. Otherwise, this business will RUN you. Smart agents with business mindsets set their own boundaries and teach their market how business is meant to be done. Weaker agents let their clients dictate their schedules and as a result burnt out and have no life.” - Amy Stoehr, Executive Coach McLean International Keep a Schedule…
    22. 22. 22 “I started using Cole last year for Just Listed & Sold calls. When my coach suggested I move my prospecting up to a higher price point, I used Cole to target the neighborhoods…I have listed and sold four homes so far using this system, two were double-sided. (The product is) easy to use and well worth the investment…” Cole Works Bill Dallas, Prudential Tropical Realty
    23. 23. 23 "I started using Cole Realty Resource a year ago and have been able to increase my contacts daily. Before using the program, I was unable to get accurate numbers from another company. That changed with Cole Realty Resource. It is the best source for calling Just listed and Just solds!" Cole Works Vicky Blair-Martin, Coldwell Banker Algerio Q-Team Realty
    24. 24. • Mention McLean International for 30% discount: • $39.95/Mo. or $395/Yr. • Get Mobile APP free with purchase if you buy before August 1st • 800-800-3271 Jump Start Your Sales
    25. 25. 25

    ×