Winning The Listing Every Single Time
 
800 Pound Gorilla : The term can describe a powerful corporate entity that has such a large majority percentage of whateve...
Are you bringing YOUR 800 pound gorilla to the listing table?
Before We Start…2 Important Disclosures You MUST make to every seller before sharing your presentation
“ Now, after I do my presentation you may want to hire my team immediately BUT I don’t work with 100% of clients I meet wi...
“ I am proud to say that I have a 100% success rate on listings where the seller took my absolute advice each step of the ...
So You Have The Listing Now What?
We are Going to Discuss <ul><li>Setting the  Market  Mindset with Sellers </li></ul><ul><li>Creating Expectations </li></u...
The  Market  Mindset
When they say … Where Do I Sign? <ul><li>You say, “As I mentioned at the beginning of my presentation, I don’t work with 1...
Why…You Might Not Want the Listing <ul><li>How do we determine this? </li></ul><ul><li>Price, Price, Price & </li></ul><ul...
Who Determines Market Value? <ul><li>The Market </li></ul>
Remember This: <ul><li>“ We won’t know for seven to ten days whether  the market  is accepting our price. The price we lis...
Ask the seller this: How does  the market  calculate value? <ul><li>Beautiful floors </li></ul><ul><li>Great Neighborhood ...
Then Explain: The Truth About Value <ul><li>$ Your Neighbor’s house sold for </li></ul><ul><li>Number of bank owned proper...
You Must Explain: <ul><li>Value Can change daily  </li></ul><ul><li>And typically in this market….the value is not going u...
The Market Has Our Back <ul><li>“ What do you think would happen if we  priced it to low?” </li></ul>
Creating Expectations
Most Agents <ul><li>Despise Making that “price reduction” call </li></ul>
Because their customer changes from…
To
If You <ul><li>Create the expectation of regular price reductions you will never despise these calls again. Every price re...
Let’s Talk Groceries
 
 
My Job <ul><li>Is to make sure your home is at the check out isle and that could mean that we have to re-adjust pricing we...
If we get NO showings first 10 days <ul><li>We are at the back of the store, on the bottom shelf. </li></ul>
If we get showings but no offers <ul><li>We are being seen but shoppers don’t feel we’re offering a bargain </li></ul>
Remember <ul><li>You don’t set the price…. </li></ul><ul><li>I don’t set the price…. </li></ul><ul><li>The market sets the...
Each week <ul><li>You will get the  Market Has Spoken Report  that will show you what’s going on with your home and others...
I’m Going to Do Everything <ul><li>In my power to make sure we are under agreement quickly and with a good buyer your job ...
Listing Contract Addendum <ul><li>Seller’s Responsibilities:  </li></ul><ul><li>Weekly review of pricing </li></ul><ul><li...
Listing Contract Addendum <ul><li>My Responsibilities:  </li></ul><ul><li>Weekly review of pricing </li></ul><ul><li>Revie...
The Listing Is Signed! Now What?
Under  Promising,  Over  Delivering
Why? <ul><li>When you continually do more than you are  expected  to do, you create  raving fans </li></ul>
How? <ul><li>Create expectations that you can continuously exceed </li></ul><ul><ul><ul><li>I’ll have your sign up by tomo...
10 Step System For Success Once The Home is Listed
 
1.  Take Awesome Photos – Lots of Them <ul><li>Share the photos by placing them in the seller’s Dropbox file </li></ul><ul...
Every Single Time <ul><li>You correspond with the seller you must ask “Are you happy so far with the level of commitment I...
2. Send a Sit Back & Relax Card <ul><li>Sit back, relax, and take in a movie on me.  You are in good hands and our goal is...
3. Update Your Voicemail <ul><li>You’ve reached Stacey Alcorn, I’m not available to take your call as I’m currently meetin...
4. Connect With Your Clients & Share Your Listing With the World! <ul><li>Make it a point to connect socially with your se...
What if they aren’t connected? <ul><li>Take Jing Snapshots of your social network postings and email them to the seller & ...
Update all your sites! <ul><li>Make sure you get maximum exposure by posting to your own pages plus the city/town Facebook...
5. Create a Facebook Event for Your Open House <ul><li>And Advertise it using pay-per click advertising! </li></ul>
Make sure to let them know <ul><li>Wanted to give you an update of the event and ad I created to get the word out there ab...
6. Post to MLS, REMAX, Realtor.com <ul><li>Send the seller links so they can see what their listing looks like on Realtor....
7. Create a Listing Sheet <ul><li>Email it to them for approval… </li></ul>
8. Market Has Spoken Report <ul><li>Automatically emailed every Monday </li></ul>
9. Key to a Successful Open House <ul><li>Canvas the Neighborhood & Invite to Your Open House </li></ul>
& Make Sure to Collect Unbiased Feedback
10. After 7-10 Days <ul><li>It’s time to have a conversation about price </li></ul>
Steps to a Great Conversation.... <ul><li>Are you happy so far with the level of commitment I’ve shown to your home? </li>...
Upon Price Reduction <ul><li>Voicemail Update </li></ul><ul><li>Flyers </li></ul><ul><li>Update REMAX.com & Realtor.com </...
& Let’s Get More Aggressive in Marketing <ul><li>You want to  reward  every price reduction by increasing the level of com...
The Listing Presentation <ul><li>Creates the expectation of what you will do for that seller no matter what.  Keep some of...
Bonus Marketing Efforts  Offer One Bonus Upon Each Price Reduction <ul><li>And always remember to ask the seller “Are you ...
Video Tours <ul><li>Use a service like HD Hat to make it awesome…it also syndicates everywhere! </li></ul>
SWAT Tour
Staging Company
Final Thoughts <ul><li>A listing is only worth it’s salt if it’s saleable </li></ul>
If You Own An <ul><li>Why wouldn’t you bring it on EVERY listing appointment? </li></ul>
If Your Sellers <ul><li>Have a  Market Mindset  they will never think it’s YOUR fault their home hasn’t sold </li></ul>
Create Expectations <ul><li>To Avoid Customers Like This One </li></ul>
And If You Under Promise & Over Deliver <ul><li>You’ll have enough Raving Fans to last you a lifetime </li></ul>
Thanks for Coming!
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So You Got the Listing, Now What?

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So You Got the Listing, Now What?

  1. 1. Winning The Listing Every Single Time
  2. 3. 800 Pound Gorilla : The term can describe a powerful corporate entity that has such a large majority percentage of whatever market they compete within that they can use that strength to crush would be competitors.
  3. 4. Are you bringing YOUR 800 pound gorilla to the listing table?
  4. 5. Before We Start…2 Important Disclosures You MUST make to every seller before sharing your presentation
  5. 6. “ Now, after I do my presentation you may want to hire my team immediately BUT I don’t work with 100% of clients I meet with. After showing you what I can do we will have a candid conversation about your goals so that we can make sure I can help you achieve them.”
  6. 7. “ I am proud to say that I have a 100% success rate on listings where the seller took my absolute advice each step of the way.”
  7. 8. So You Have The Listing Now What?
  8. 9. We are Going to Discuss <ul><li>Setting the Market Mindset with Sellers </li></ul><ul><li>Creating Expectations </li></ul><ul><li>Under promising and Over delivering </li></ul>
  9. 10. The Market Mindset
  10. 11. When they say … Where Do I Sign? <ul><li>You say, “As I mentioned at the beginning of my presentation, I don’t work with 100% of all clients I sit with. We need to make sure I can help serve you.” </li></ul>
  11. 12. Why…You Might Not Want the Listing <ul><li>How do we determine this? </li></ul><ul><li>Price, Price, Price & </li></ul><ul><li>Willingness to move on Price </li></ul>
  12. 13. Who Determines Market Value? <ul><li>The Market </li></ul>
  13. 14. Remember This: <ul><li>“ We won’t know for seven to ten days whether the market is accepting our price. The price we list at today is not as important as how quickly we adjust it once the market has spoken.” </li></ul>
  14. 15. Ask the seller this: How does the market calculate value? <ul><li>Beautiful floors </li></ul><ul><li>Great Neighborhood </li></ul><ul><li>New Roof </li></ul><ul><li>Big rooms </li></ul><ul><li>Fenced In yard </li></ul><ul><li>Quiet street </li></ul><ul><li>Tiled kitchen </li></ul><ul><li>Granite counters </li></ul><ul><li>Lots of space </li></ul>
  15. 16. Then Explain: The Truth About Value <ul><li>$ Your Neighbor’s house sold for </li></ul><ul><li>Number of bank owned properties in the area </li></ul><ul><li>Time of year </li></ul><ul><li>Number of homes for sale in the area </li></ul><ul><li>Interest rates </li></ul><ul><li>Number of buyers shopping for a home right now </li></ul>
  16. 17. You Must Explain: <ul><li>Value Can change daily </li></ul><ul><li>And typically in this market….the value is not going up </li></ul>
  17. 18. The Market Has Our Back <ul><li>“ What do you think would happen if we priced it to low?” </li></ul>
  18. 19. Creating Expectations
  19. 20. Most Agents <ul><li>Despise Making that “price reduction” call </li></ul>
  20. 21. Because their customer changes from…
  21. 22. To
  22. 23. If You <ul><li>Create the expectation of regular price reductions you will never despise these calls again. Every price reduction brings you one step closer to </li></ul>
  23. 24. Let’s Talk Groceries
  24. 27. My Job <ul><li>Is to make sure your home is at the check out isle and that could mean that we have to re-adjust pricing weekly. </li></ul>
  25. 28. If we get NO showings first 10 days <ul><li>We are at the back of the store, on the bottom shelf. </li></ul>
  26. 29. If we get showings but no offers <ul><li>We are being seen but shoppers don’t feel we’re offering a bargain </li></ul>
  27. 30. Remember <ul><li>You don’t set the price…. </li></ul><ul><li>I don’t set the price…. </li></ul><ul><li>The market sets the price… </li></ul>
  28. 31. Each week <ul><li>You will get the Market Has Spoken Report that will show you what’s going on with your home and others like it in the area. </li></ul>
  29. 32. I’m Going to Do Everything <ul><li>In my power to make sure we are under agreement quickly and with a good buyer your job each week will be to let me know if you are ready to move closer to the check out counter </li></ul>
  30. 33. Listing Contract Addendum <ul><li>Seller’s Responsibilities: </li></ul><ul><li>Weekly review of pricing </li></ul><ul><li>Review and act upon agent feedback </li></ul><ul><li>Minimum 1% price reduction monthly </li></ul><ul><li>Make property available for 100% of showings </li></ul><ul><li>Keep property neat and clean for showings </li></ul><ul><li>Be candid when I ask for feedback </li></ul>
  31. 34. Listing Contract Addendum <ul><li>My Responsibilities: </li></ul><ul><li>Weekly review of pricing </li></ul><ul><li>Review and act upon client feedback </li></ul><ul><li>Prepare and email Market Has Spoken Report </li></ul><ul><li>Market property where buyers are looking </li></ul><ul><li>Hold open houses at initial listing & after each price reduction </li></ul><ul><li>Lean on other agents in my firm and in the market to get feedback on pricing and condition </li></ul><ul><li>Make sure buyers are qualified </li></ul><ul><li>Remain your trusted advisor </li></ul>
  32. 35. The Listing Is Signed! Now What?
  33. 36. Under Promising, Over Delivering
  34. 37. Why? <ul><li>When you continually do more than you are expected to do, you create raving fans </li></ul>
  35. 38. How? <ul><li>Create expectations that you can continuously exceed </li></ul><ul><ul><ul><li>I’ll have your sign up by tomorrow afternoon (then have it up in an hour) </li></ul></ul></ul><ul><ul><ul><li>I will have a Design Center flyer to you for review by noon (then have it to them by 8am) </li></ul></ul></ul><ul><li>Don’t give away ALL of your secrets in your listing presentation...save some for “special customers” </li></ul>
  36. 39. 10 Step System For Success Once The Home is Listed
  37. 41. 1. Take Awesome Photos – Lots of Them <ul><li>Share the photos by placing them in the seller’s Dropbox file </li></ul><ul><li>Email the seller same day “I can already tell it’s going to be a pleasure working with you…I’ll be adding these photos today to the MLS and all the websites we syndicate to. Let me know if there are any that you don’t like. </li></ul>
  38. 42. Every Single Time <ul><li>You correspond with the seller you must ask “Are you happy so far with the level of commitment I’ve shown to your home? ” </li></ul>
  39. 43. 2. Send a Sit Back & Relax Card <ul><li>Sit back, relax, and take in a movie on me. You are in good hands and our goal is mutual…a smooth move for you and your family </li></ul>
  40. 44. 3. Update Your Voicemail <ul><li>You’ve reached Stacey Alcorn, I’m not available to take your call as I’m currently meeting with another great client. Please leave a message and I’ll call you back promptly! Don’t forget to ask me about my amazing New Listing at 101 Dunshire – a gorgeous home with a lot to offer! </li></ul>
  41. 45. 4. Connect With Your Clients & Share Your Listing With the World! <ul><li>Make it a point to connect socially with your sellers since you’ll be using these sites to bring exposure to the property </li></ul>
  42. 46. What if they aren’t connected? <ul><li>Take Jing Snapshots of your social network postings and email them to the seller & share through Dropbox </li></ul>
  43. 47. Update all your sites! <ul><li>Make sure you get maximum exposure by posting to your own pages plus the city/town Facebook page, your company fan/business page and then send a Jing photo of the update with an exposure count to the seller. </li></ul>
  44. 48. 5. Create a Facebook Event for Your Open House <ul><li>And Advertise it using pay-per click advertising! </li></ul>
  45. 49. Make sure to let them know <ul><li>Wanted to give you an update of the event and ad I created to get the word out there about our open house! </li></ul>
  46. 50. 6. Post to MLS, REMAX, Realtor.com <ul><li>Send the seller links so they can see what their listing looks like on Realtor.com and REMAX.com </li></ul>
  47. 51. 7. Create a Listing Sheet <ul><li>Email it to them for approval… </li></ul>
  48. 52. 8. Market Has Spoken Report <ul><li>Automatically emailed every Monday </li></ul>
  49. 53. 9. Key to a Successful Open House <ul><li>Canvas the Neighborhood & Invite to Your Open House </li></ul>
  50. 54. & Make Sure to Collect Unbiased Feedback
  51. 55. 10. After 7-10 Days <ul><li>It’s time to have a conversation about price </li></ul>
  52. 56. Steps to a Great Conversation.... <ul><li>Are you happy so far with the level of commitment I’ve shown to your home? </li></ul><ul><li>Do you still want to list your home at the check out line? </li></ul><ul><li>Are you ready to move it closer to the check out line? </li></ul><ul><li>We know the market is going to correct us even if we go too low, right? </li></ul><ul><li>How aggressive should we get? A 10% reduction is super aggressive. You decide. </li></ul>
  53. 57. Upon Price Reduction <ul><li>Voicemail Update </li></ul><ul><li>Flyers </li></ul><ul><li>Update REMAX.com & Realtor.com </li></ul><ul><li>Social Network updates, ads, events </li></ul><ul><li>Open House </li></ul><ul><li>Send them notice of what you are doing every step of the way </li></ul>
  54. 58. & Let’s Get More Aggressive in Marketing <ul><li>You want to reward every price reduction by increasing the level of commitment to your marketing efforts. </li></ul><ul><li>These “bonus” marketing efforts are not part of your original listing presentation. </li></ul>
  55. 59. The Listing Presentation <ul><li>Creates the expectation of what you will do for that seller no matter what. Keep some of your “secret weapons” out of the presentation so that you can continue to under promise and over deliver on your marketing efforts every step of the way. </li></ul>
  56. 60. Bonus Marketing Efforts Offer One Bonus Upon Each Price Reduction <ul><li>And always remember to ask the seller “Are you happy so far with the level of commitment I’ve shown to your home?” </li></ul>
  57. 61. Video Tours <ul><li>Use a service like HD Hat to make it awesome…it also syndicates everywhere! </li></ul>
  58. 62. SWAT Tour
  59. 63. Staging Company
  60. 64. Final Thoughts <ul><li>A listing is only worth it’s salt if it’s saleable </li></ul>
  61. 65. If You Own An <ul><li>Why wouldn’t you bring it on EVERY listing appointment? </li></ul>
  62. 66. If Your Sellers <ul><li>Have a Market Mindset they will never think it’s YOUR fault their home hasn’t sold </li></ul>
  63. 67. Create Expectations <ul><li>To Avoid Customers Like This One </li></ul>
  64. 68. And If You Under Promise & Over Deliver <ul><li>You’ll have enough Raving Fans to last you a lifetime </li></ul>
  65. 69. Thanks for Coming!

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