This presentation reviews Seller lead generation ideas for real estate Agents in a Seller's market.

1. Getting Listings In
A Seller’s Market
Thriving In The
New Normal
Bruce Gardner
Mastery, Inc.

3. A Few Assumptions
Before We Start….

9. It’s About Prospecting!

10. Back To The Basics
• Door Knocking!
• “I’m _______________ with ______________
and here is some current market info on sales
in your neighborhood. Demand for homes and
prices are up. Would you consider selling if you
could get the right price?”
• “What do you think that price is?”
• “If you did move, where would you go?”
• “Can I do some research and get back to you?”

11. Now Let’s Supercharge It!

12. More Door Knocking Ideas:
• Are you thinking of selling?
• $100,000?
• $1,000,000?
• What would it take?
• Can I get back to you?
• Have a REALTOR now?
• Who do you think is selling next?

13. Back To The Basics: FSBO’s
• 90% of all FSBO’s eventually list their property
with a real estate agent*
• Call and introduce yourself as an Agent
• “If I brought a Buyer, would you pay a co-op?”
• “How much would it be?
• “Can I come and see your home?”
• Visit and bring something of value!
• Take notes. “Interview” the Seller!
* NAR Research

14. The FSBO Information Packet
• A “FSBO Disclosure Form”
• A blank standard Buy n Sell Contract
• A Property Disclosure Form
• A Measurement Disclosure Form
• The Lead Based Paint Forms and booklet
• Any other “required” forms in use locally
• A blank “Listing” Agreement
• Your “Resume’” or brochure
• Your Comprehensive Marketing Plan

15. Back To The Basics: FSBO’s
• “If you were to list your home, would you let
me apply for the job?”
• Call weekly to see if it’s still available
• “Would it be okay with you if I did some
marketing for your home?”
• “We would want to have our agreement
spelled out clearly, can I stop by to discuss
that?”

16. Suggest An “Open” Listing:
Only applies only to a sale of the Property by Broker
during the Listing Period.
In the case of any other sale, it is void and of no
effect.
Would NOT typically be submitted to the MLS!
“I am representing the Seller under an Open Listing.
No Co-op is being collected or offered to a Co-operating
Broker.”

17. Or An Exclusive Agency Listing:
Does not apply to a Sale of the Property to a
Buyer procured solely by Owner without the
assistance of Broker.
This preserves the Seller’s ability and right to sell
the Property on their own
Would be submitted to the MLS!

18. Now Let’s Talk About Zillow!

19. Using Zillow For Free Leads!

20. Using Zillow For Free Leads!

21. Using Zillow For Free Leads!
• Lots of FSBO’s on Zillow!
• Many will work with Buyer Agents
• Part of the Inventory today!
• Same process: visit, interview, follow up
• Open Listing ?
• Exclusive Agency?

22. Back To The Basics: X and W
• Expired and Withdrawn
properties
• Search your MLS by X
and W status, then
“Area” and “Current
List Date” fields

23. Back To The Basics: X and W

24. Back To The Basics: X and W
• Create a Follow Up Campaign
– “Is It Time To Re-List?”
– “Have You Checked The Value Of Your Home?”
– “Today’s Cutting Edge Marketing”
– “Questions To Ask Your Realtor Today”
• Multiple “Touches”
• Over a period of weeks and/or months
• Then what?

25. Back To The Basics: X and W
“I’m _____________ with ABC Realty
and I’ve been mailing you stuff for
two months now and I haven’t heard
from you so I just thought I would
just stop by and say hello!”
“Are all y’all you going to let me list
your house, or what?”

26. Now Let’s Connect With Your SOI!

27. Your SOI: Past CMA’s
• During the downturn,
many people wanted
to sell but couldn’t,
or wouldn’t.
• This is a great time to
check in with them!
• Values have risen and
they might be able to
sell now!

28. Your SOI: Past CMA’s
• Prepare a new CMA
on their property
• “I wanted to check in
with you and let you
know that the value
of your home has
gone up.”
• “We might be able to
sell for….”

29. Your SOI: F.O.R.D. Calls
• What does “F.O.R.D.”
mean?
• Why call?
• 2-3 Hours a week, or
5 calls a day

30. Your SOI: F.O.R.D. Calls
• Why don’t we call?
• FEAR!
• Try it for two weeks
and see how it goes.

31. Terry’s Story
• A “Relational” Agent
• 10+ Years in the biz
• 2011 was his worst
year ever!
• He decided to make 5
Calls a Day!
• 2012 was his best
year ever!

32. Your SOI: F.O.R.D. Calls
• “I was in your neighborhood the other day and
realized that we haven’t talked in a while.”
• “Can I put my ‘REALTOR® Hat’ on for a moment?”
• “Have you heard about the market today?”
• “Have you given any thought to moving?”
• “If you did move, where would you go?”
• “If you found the perfect home for you right now,
what would it be like?”

33. Your SOI: F.O.R.D. Calls
• “With today’s historically low interest rates,
are you living in the house of your dreams?”
• “The payment formula today for a 30 year
fixed low translates to about $4.75 per month
for every $1,000 borrowed.”
• “Right now, a $500,000 loan is only about
$2,400 per month plus escrows.”

34. Your SOI: RPR Reports
• The “Realtors® Property Resource”
• A “Property Specific” database of almost
every property in the USA
• Detailed information
– Home facts
– Lien/Lender info
– Maps and Satelite photos
– Market statistics and charts/graphs
– The “RVM”

35. Generating RPR Reports
• Create a “Mini-Report”, 8 Pages
• Satellite photo
• RVM with an Estimated Value Range and 1
month and 12 month changes in value
• Home and Homeowner Facts
• Value History and Transactions History
• Numerous Charts and Graphs with
comparison data

36. The RPR Report Cover Letter
• In your handout
• Explains that the RVM
is an “estimate”
• Encourages them to
call you!
• Send out 10-20 per
week
• Make follow up calls
the next week!

37. Now Let’s Go “Local” For Listings

38. Step 1: Analyzing The Market
Where is the most
activity?
Which neighborhoods
are selling quickly?
What are the “Market
Metrics”?

39. The “Market Metrics”
The Turnover Rate
The Absorption Rate
Average Sold Price
Average Sold Price PSF
Average Days on Market
Months of Inventory
Agent Market Share

40. • The percentage of the
existing homes that sell
in a year
• The higher the better!
• Most Residential
neighborhoods: 4-8%
• Condos and townhomes
will have a higher rate
100 Sales
÷
1000 Homes
= 10%
Turnover
Every Year
The Turnover Rate

41. The Absorption Rate
• The percentage of the
available inventory
that sells in a month
• Reveals Buyer and
Seller market
conditions
• Reveals the “Months
of Inventory”
25 5 Sales
Sales
÷
50 Active Homes
= 50% 10% AR
10 2 MOI
MOI
A Buyers Sellers Mkt!

42. Selecting the Right Area
• Analyze multiple neighborhoods by their
“Metrics”
• Choose the area for the right
reasons!
• Are Listings selling quickly?
• Do the owners have
equity?
• Is there a lack of inventory?
• Other Agent Competition?

43. Create a “Market Report”
• The “Market Metrics”
• Charts and graphs
• Your Summary of the
Market “trends”
• This becomes a great
business “tool” and
demonstrates your
local knowledge!

44. DoorknockingWith The Report
• “I’m _______________ with ______________
and here is some current market info on sales in
your neighborhood. Demand for homes and
prices are up. Would you consider selling if you
could get your price?”
• “What do you think that price is?”
• “If you did move, where would you go?”
• “Can I do some research and get back to you?”

45. The USPS EDDM System
• “Every Door Direct Mail”
• Map based system
• Choose the Carrier Routes
• Pay for the postage
• Complete form and drop off at the local PO
• https://www.usps.com/business/every-door-direct-
mail.htm

46. The USPS EDDM System

47. The USPS EDDM System
• https://www.usps.com/business/every-door-direct-
mail.htm
• As low as 16.3₵ per piece postage!
• Here at the Trade Show, booth 903!

48. EDDM Vendors
• Multiple Vendors will package printing and
mailing into one service
• http://www.everydoordirectmail.com/

49. Quantum Digital’s Qcards App
• www.QuantumDigital.com
• An online printing company
• Linked Smart Phone App
• You can create “Jumbo” (8.5”x5.5”) cards on
durable, UV-coated paper right on your phone!
• 63₵ Per Card, printed and mailed first class the
next business day!
• Here at the Trade Show, booth 723!

50. SmartZip Marketing
• “Predictive Analysis”
• Over 250 home, neighborhood, owner and
loan attributes and trends are considered in
the rankings
• Multi-media marketing to the 20% who are
most likely to sell in the next 12 months
• www.SmartZipInfo.com
• Here at the Trade Show, booth 545!

51. Listing Grabber
• Automated Direct Response Marketing
• Agent Branding Services as the local expert
are included
• Local website is included
• www.ListingGrabber.net
• Here at the Trade Show, booth 1462!

52. Create A “Local” Website
• Create a website targeting your chosen area
• With a “Seller” focus
• Choose the right URL!
• Use Google’s “Keyword Planner”
• Build pages for each neighborhood
• Market Stats from your research
• Use video to engage and capture leads!

53. Spotlight on: Connie Barnes

55. Open Houses For Seller Leads!
• 57% of all open house
visitors are local Sellers
interviewing you to sell
their home!*
• A great opportunity to
Lead Generate and
demonstrate your skill
and local knowledge!
*NAR Research

56. Open Houses For Sellers
• Create an Invitation for
your Open House and
door knock to invite the
neighbors!
• Put up a “Open House”
sign rider several days
in advance
• Place ads on Craigslist, post on all of your
channels

57. Open Houses For Sellers
• Lots of signs with your
picture
• Inventory book or slide
show on a tablet
• Use the OpenHomePro
sign in app on an iPad
• Create a slideshow of market data on auto
advance and looped

58. The Market Data Slideshow

59. The Market Data Slideshow
“What is all that?”
“Oh that’s the market research
that I do on this neighborhood
and the other ones close by.”
“If you would like, I’d be happy
to send you the slides.”
“Would that be all right with you?”
Or: “I’ll send you my Market Report…”

60. “So How’s The Market?”
“Well, In this neighborhood, it’s much better than
last year. The average sales price is up 14% year
over year, the absorption rate has increased to 40%
from 15% and the days on market has dropped
from 128 to 63. That is much better than the 3
other similar neighborhoods close by.”
“Are you thinking about possibly moving sometime
in the next 5 years?”
“Would you like to work with an Agent that knows
the neighborhood like me, or just a regular one?”

61. Host “Pre-Open House” Parties!
• Friday night before the
Saturday Open House
• The Seller invites the
neighbors for snacks!
• The House looks great!
• You meet the neighbors!
• “Well Jim and Mary are thinking about selling,
you should go talk to them!”

62. The MagicPlan App
• Creates property Floor Plans with a tablet or
SmartPhone!
• With measurements!
• Downloadable as JPG or PDF
• Use in your Marketing materials

64. The CloudCMA Presentation
• Easy presentation of Comps on your iPad!
• Swipe to change screens
• Property pictures and sold data
• Here at the Trade Show, booth 1101!

65. Automotive Marketing
• “Wrapping” your
car is easy and
powerful local
marketing!
• Greatly increases
your “Brand Awareness” in the community!
• And it will make you a better driver!

66. Getting Listings in a Seller’s Mkt: