This document provides summaries of key points from a presentation by Tom Panos on real estate sales. It discusses the value proposition for real estate agents, emphasizing high impact advertising, negotiation skills, and emotional connections with buyers. It provides sample dialogues for marketing properties and engaging with clients. Finally, it outlines scripts and techniques for extracting offers, listing presentations, and overcoming obstacles through hard work and courage.

1. AREC 2013
Presented by Tom Panos
General Manager, Sales – Real Estate

2. Biggest Selling Hamburger in the World
Big Mac, McDonalds

3. Ranked Best Tasting Hamburger in the World
Kobe Beef Burger, Park Hyatt Japan

4. REPUTATION
Brand = Reputation + Reach
YOUR
BRAND
REACH

5. The Agent Value Proposition
Premium Price
= High Impact Advertising
+ High Impact Negotiation
+ Buyer Emotional Connection
+ Buyer Competition Bidders

6. Dialogue for Marketing
• “Refuse to mis-market”
• “One extra buyer may bring 50k”
• “John West we reject 95% of buyers”
• “Print media is very powerful at uncovering passive buyers instead
of the buyer finding the property, the newspaper goes and finds
the buyer”
• “Investment not cost”
• “Only 3 out of every 10 people go past page 1”

7. It is unwise to pay too much but it is worse
to pay too little
When you pay too much you lose a little
money and that’s all
But when you pay too little sometimes you
lose everything
Because the thing you bought is not
capable of
doing the thing you needed it to do

8. List with me I
am only 1%
commission

10. SCRIPTS &
DIALOGUE
“ART”

11. • “Have I done enough today to earn your business?”
• “Are you researching buying or selling today?” (At Open
House)
• “When selecting an agent will you be making a decision based
on things they can control or can’t control?”
• “It is the process not the promise of a price that will get your
home sold for and incredible figure”
• “My service is free of charge until I sell it for a figure you’re
happy with”

12. • “Thank you for that offer but that price level has already been
tested and unlikely to be accepted. If the owner was to say
no, what would your next offer be?
• “At the moment you are ON the market not IN the market”
• “It’s not about how long you’ve been ON the market it’s
about how long the buyer has been IN the market” (Great for
early offers)
• “Would you prefer I tell you what you need to hear or what
you want to hear?”

13. Extracting Offers
“Is there a price to excite you to purchase this property?”
Bottle of wine or box of chocolates
competition

14. Listing Presentation
• Are you in love with it or are your vendors in love with it?
• Vendor Presentation vs Agent Presentation
• You vs Them
• Question based vs Statement based
• When there is trust in the relationship the terms become
negotiable
• If 3 presentations are equal, fee becomes the differentiator
• Forget the words but remember the feeling

15. Delayed Gratification – The Marshmallow Effect
HARD WORK pays off in
the FUTURE
LAZINESS pays off
NOW
(Prospecting to get contacts, not to get listings)

17. The only thing stopping you
from getting your goals in
business and in life is the
bullshit story you tell
yourself. Change your story
and you change your life

18. In 23 years of Real Estate, I have come to
the conclusion that training and coaching
is EMPTY without ACTION and COURAGE.
Temporary incompetence is a critical
behaviour in growth

19. tompanos.com.au

20. In a world that is
constantly trying to
change you,
authenticity is so
attractive
7 billion people but only 1 you – let go of
who you think you should be and start
being who you really are