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Seller Series: Winning with Awesome Listing Presentations
The document outlines seven tips for winning home listings: 1) find the seller's motivation, 2) reframe their motivation, 3) explain market trends and their effects, 4) price based on current market data, 5) help sellers see their home through a buyer's eyes, 6) differentiate your marketing strategy, and 7) address objections immediately. It emphasizes the importance of the internet in buyers' home searches and provides examples of addressing common seller objections.
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Seller Series: Winning with Awesome Listing Presentations
- 1. Seller Series: Winning withAwesome Listing Presentations Family Reunion 2014 Lindwood Parker VP of Operations Keller Williams Realty Alaska Group Kris Olsen Senior Trainer, Market Leader www.marketleader.com
- 2.
- 3. What you’ll learntoday • Seven tips to win more listings • Secrets to minimizing objections • Steps to handle objections that do arise www.marketleader.com
- 4. 1: Find outtheir “Why” www.marketleader.com
- 5. 2: Reframe their“Why” Sell LIST April May www.marketleader.com June July August September
- 6. 3: Explain Market:Cause and Effect TMO: Total Market Overview www.marketleader.com
- 7. Why Explain MarketCause and Effect? Improve sellers’ understanding of the market Reduce sellers’ emotionality and attachment to price Transform relationship from me to we Establish yourself as the expert Foster more realistic expectations Diffuse potential objections www.marketleader.com
- 8. 4: Price basedon Current Market Active www.marketleader.com Pending Sold
- 9. 5: Guide toLook through Buyers’ Eyes www.marketleader.com
- 10. 6: Differentiate YourMarketing Strategy www.marketleader.com
- 11. What’s Needed toWin Today’s Buyers Internet presence is critical • 92% of buyers use the internet in their home search • 43% of buyers find the home they purchased online • Buyers take 11-27 months before they make a decision www.marketleader.com
- 12. What’s Needed toWin Today’s Buyers Buyers look for: • Pictures and home details • School information • Neighborhood information • Market conditions • Short sale/foreclosure traps • How to successfully purchase a home • Value of their current home www.marketleader.com
- 13. Our Blog: WeMeet Today’s Buyers www.marketleader.com
- 14. Website: We’re Buyers’Only Source www.marketleader.com
- 15. Market Insider: BuyersLike our Value www.marketleader.com
- 16. We Know ManyBuyers www.marketleader.com
- 17. 7: Address ObjectionsImmediately www.marketleader.com
- 18. “Your Estimate isWrong” • Ask for their reasoning • Listen carefully • Paint a picture of pleasure vs. pain www.marketleader.com
- 19. “Another Agent CanSell it for More” • Your house will perform based on what’s happening in the market www.marketleader.com
- 20. “How Can IIncrease the Value?” • Answer objectively • Share suggestions www.marketleader.com
- 21. “Your Commission istoo High” • My job is to help you meet your goal • Here’s the information you need • Here’s the timing we should target www.marketleader.com
- 22. “We’re Not ReadyYet” • Explain natural results in relation to their goal Sell LIST April May www.marketleader.com June July August September
- 23. “I Want toTalk with Another Agent” What questions have I not yet answered for you? www.marketleader.com
- 24. 7: Address ObjectionsImmediately www.marketleader.com
- 25. Win More Listings 1. 2. 3. 4. 5. 6. 7. Findout their “why” Reframe their why Explain market: Cause and effect 555: Price based on current market Guide to look through buyer’s eyes Differentiate your marketing strategy Address objections immediately www.marketleader.com
- 26. What’s Your OneThing for Listings? www.marketleader.com
- 27. Seller Series: Winning withAwesome Listing Presentations Family Reunion 2014 Lindwood Parker VP of Operations Keller Williams Realty Alaska Group Kris Olsen Senior Trainer, Market Leader www.marketleader.com
- 28. Singe Property Websites:Exposure www.marketleader.com
Editor's Notes
- #2 Kris:Open presentationIntroduce herself
- #3 Kris: Invite Lindwood to introduce himselfLindwood: Tell us very briefly re: your backgrounde.g., locationteam you’re onyears in real estatecurrent role
- #4 Kris will talk re: what they’ll get from participating today
- #5 Kris: What would you recommend then? Lindwood:Learn all about the seller. Why do they want to move? Why now? What are their goals?
- #6 Lindwood: So my next step is to help sellers understand the implications on the sales process e.g. They say they want to move to Maryland in 6 months. Reframe: So does that mean you want to start the process in June or be in Maryland in June? Impact: Helps them start to frame their goals w/in a timeline that supports their goalsMay create urgency for them. Are they purchasing a replacement home and how could that be impacted from their current home?
- #7 Kris:You have a special tool you use to share stats. Could you tell us about it? Lindwood:The tool our team uses is TMO: Total Market OverviewDescribe what it is: Shows market stats for each type of listing (one for condos, one for SF, etc.)We update it every 15 daysHere’s how we use it: Share the TMO with your home ownerBreak down their price point and get them up to speed on the market Share at the level desired depending on DISC levelHow many houses selling, Ratio list to sales pricesEtc. ExampleKey points I make: My job is to get you up to speed on what’s happening in the market today. Want you to know I'm speaking from fact, not opinionWe both want to sell your homeYou’ll be upset if your house doesn’t sell, don’t meet the goal or time frame and what exactly is the cost of that? Fragmented family etcI don’t get paid anything if I overprice your house. Some sellers think I’m trying to sell it higher to get more dealsSeems like your goal is to sell your homeHow I explain numbersAnchorage condos top rowSweet spot is 83kExampleE.g., For and I or S since they are people oriented I paint for them the impact to family or their timeframe if things don’t work out. S change, since they don’t like that show how it will cause more chaos in their life etc. C and D people are more fact based people, showing them the numbers, where the data comes from and that I am not going off of a gut feeling but a sound predicable manner helps to explain pricing to them works. Also knowing which generation they belong to help
- #8 Kris: What’s the impact of walking sellers through the market stats using a paper tool like your TMO? Lindwood: This process and using this tool for market stats has been the secret sauce w/many of our sellersOur opinions are naturally oppositeSellers want to sell their home for the highest price possible Sellers are very optimistic in their pricing We have to get them to be realistic in pricingImpact on home owners:See you’re an expert in the market placeGain a better understanding of the market Get more realistic expectations re: the value of their homeBecome less emotional and less attached to price Impact on listing presentation:moving towards a ‘me to we’ attitude Diffuses potential objections
- #9 Kris: What’s your solution to make sure the home is priced well? Lindwood: 555 report5 houses on the market that are most like yours5 currently under contract most like yours5 closed and recorded that are most like yoursI use the ipad and have the properties on the screen so that we can view pics as wellIt’s helpful to show the 555 report just like the market stats see it’s not about meIt’s me to we
- #10 Lindwood: Ask home owner questions to help them view house through buyers’ perspective.I like making the 555 report an interactive thing “Of these 5 houses on the market, which one would you pick as a buyer?” Seller shares reasons why If you were a buyer, would you buy that house or your house? Why? How does your house look compared to other houses? This helps them understand and start to identify a reasonable price I ask “What are you likes, dislikes?”What do you think re: the house on the market at price wise’” Tie this in with the price for their home. Then they can see if the $300K they want for the home is even in the ballpark or is the $280K I’m suggesting a more realistic price. I talk with them about value or perceived value also at this point. sellers begin to understand on their own accord that maybe their house isn’t all they thought it was and most people begin to understand that what I am saying is most likely what their house is worth. And I haven’t had to beat their home up one bit, they do it on their own.
- #11 Kris: What’s the core of your marketing strategy? Lindwood: We do a lot of online marketing, so we’re in front of today’s buyersThen we drive all of our traffic to our Market Leader website so we can capture the buyers and win their business
- #12 Kris: How do you prove you’re different and the best choice? Lindwood: First we talk about what’s needed to reach today’s buyers in our marketWe need internet presence so capture buyersShare stats on slideSide notes for our reference: today 43 percent of buyers find the home theyultimately purchased on the Internet. The Internet has edgedout all other sources in the process. The real estate agentremains the second most common source at 33 percentTwelve percent of buyers used online recommendationswhen choosing an agent and half of those reported it didinfluence their choice in agent.
- #13 Lindwood: We also talk about what buyers are looking for onlineI also talk about buyer characteristics in our area. For example, E.g., Anchorage – transient society, know what employment forces are driving your area, who’s hiring, firing, building, etcPeople here for 5 year cycles, 1 year, plus…People in military, government, oil industry etc. People care about: If their kids go to a good school The area they’ll be living inAre there people there like me? College educated, people there like me
- #14 Kris: Could you walk us through what you do? Lindwood: BlogWe’re very active bloggersWe’ve blogged about your neighborhood and surrounding areasConnected with many buyers and sellers in the areaWe direct them to our website
- #15 Lindwood: WebsiteWe use the Market Leader website because it lets buyers easily search for listings in the areaHave built relationships with many buyers interested in your areaThey’re in all stages of the buying cycleWe can get a buyer sooner because we have buyers who use our website as the source to select their new home Note, Lindwood, I may ask you more questions on the ML slides. We’ll play it by ear.
- #16 Lindwood: We show the seller Market InsiderSpecial feature on our websiteBuyers - Can find information they’re looking for Demographics, schools etc. Example: If I want to live in 9915 zip code, I can see all this information, learn about the area
- #17 Kris: You also told me you show them inside your CRM. Could you talk about that? Lindwood: We have relationships with many buyersGo into CRM. Show: How many subscribersHow many sign up each dayHow many people use it each day Example: Here’s what this looks like246 buyers come to my website every dayI can see which houses they’re looking at etc. If buyer takes a flyer, I don’t know their level of interestBut on my website, I can see how many times they’ve viewed it, marked it as favorite, shared it w/a friend. I reach out to the buyer, see if they’re interested, if they’d like to see it. I interact with the buyer to answer their questionWho’s going to answer their questions best, I will because I know the house! Kris: How do sellers respond once you’ve shown them your active buyers?
- #18 Lindwood: I usually address them immediately. If I have information about it later in the presentation, then I may ask them to wait until then. That’s not as common. If I address it immediately, then the seller can follow along,Won’t get derailed by their concern…
- #19 Kris: What do you do when someone disagrees with your estimate, even after you’ve helped them look at their home through buyers’ eyes? Lindwood: Get their reasoning“Oh, what makes you think it’ll be different than the market?“ Listen to them carefullyDon’t come across as arrogant Because you should have deciphered their behavioral style talk in their language. Using pleasure versus pain ie. If you don’t sell your home your husband has to go to Maryland to begin work and get kids enrolled in school leaving you here, that has to be the ‘worst’ possible thing to happen, how do we make sure this doesn’t become your reality?
- #20 Kris: What do you do when….Lindwood: Your house will perform based on what’s happening in the marketIf you want market value for your house, your house performs at markete.g., if you price it at market, market usually sells in x days, then your house will sell around this time….If you ask x price (what the other agent said), then your house will perform like this….If you want to sell your house for 350 but it’s worth 300We can do great marketing, but it won’t sell because it’s priced incorrectlyThis prevents seller from getting upset and blaming you when it takes a while to sell
- #21 Kris: What do you do when….Lindwood: Answer the question objectively. You can make your house more sellable (neutral paint, carpet, nice counter tops, stainless steel appliances)Makes your house more appealing, but might not increase the priceShare story: “You don’t want to be the TajMahal of McCary street condos.”
- #22 Kris: What do you do when….Lindwood: I’m coming from contributionMy job is to help you meet your goal to …… (be in Maryland by June)Here’s the information you need. Here’s the timing we should target. Need to list your home by x date so it’ll sell w/in market timing so you can get to Maryland by x date.
- #23 Kris: What do you do when….Lindwood: If sellers want to wait to put on market, look at their motivationExplain natural results in relation to their goal If you list at this time, then that impacts your move thereIf we put it on this month, what does this mean for you and your family?You stay here and your wife/kids in MarylandCan/can’t close home in Maryland because it’s contingent on sale here
- #24 Kris: What do you do when….Lindwood: ask if they feel as if I can get the job done, if soIf not then what questions would do they have that I haven’t answered.
- #25 Kris: So it’s a good idea to get the objections handled as quickly as you canDon’t let them be road blocks
- #26 Kris: Will summarize what they learned todayLindwood: Feel free to add anything you’d like.
- #27 Kris: From everything you learned today, what’s the one thing you will start doing to win more listings? Lindwood: Feel free to add anything you’d like.
- #28 Kris: I’ll thank everyone for comingThey can stay for questionsThey can talk w/staff to get more information about ProLindwood: Feel free to thank people for coming, etc. Then if you could stay extra to answer questions, that’d be great. The entire process will probably be around 40+ minutes.
- #29 Lindwood: We use the Market Leader Single property websitesUse this to get lots of views on our websiteKris: How do sellers respond once you’ve shown them your online strategy?