Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Real Estate Listing And Sales Techniques


Published on

Real Estate Listing And Sales Techniques with

Published in: Real Estate

Real Estate Listing And Sales Techniques

  1. 1. Real Estate Listing & Sales Techniques Real estate agent By
  2. 2. Overview 1. Getting started: learning your market finding prospects 2. Working for sellers 3. Working for buyers 4. Negotiating the purchase contract 5. Due diligence & closing 6. Ethics & professional practice 7. Continuing education
  3. 3. Getting Started: Who Are You & What Are Your Skills? 1. Please complete the Survey (handout #1) 2. Form into groups of threes (3s): decide who will be the “broker”, the “prospective agent” and the “observer”. Using the questions on the Survey, the broker will interview the prospective agent (5 minutes) while the observer listens. Switch roles so that everyone has a different role and repeat (5 minutes).
  4. 4. Getting Started: Who Are You & What Are Your Skills?, continued 3. Prospective agents: If you were the broker, would you hire yourself? 4. Brokers & Observers: What did you like best about the Prospective Agents? This interview may be similar to one you’ll have in “real” life. The rest of today’s class is designed to prepare you to be as successful as you can be!
  5. 5. Getting Started: Learning Your Market To be successful, you must know your market as well or better than anyone else. 1. Develop a data base to organize information 2. Collect information in as much detail as possible a. demographics b. market size and activity c. price range
  6. 6. Getting Started: Learning Your Market 3. Where are shopping, schools, recreational facilities, etc. located? 4. What laws govern property use? 5. What laws govern real estate transactions? 6. What else do you need to know about your market?
  7. 7. Getting Started: Your Tools 1. Professional wardrobe 2. Listing catalog 3. Brief case 4. Tape measure 5. Screwdriver, pliers 6. PDA or appointment book 7. Maps 8. Data base 9. Listing forms, contracts 10. Purchase contracts 11. Mortgage calculator 12. List of mortgage companies, surveyors, etc. 13. Signs, lockboxes, etc. 14. Company policy manual 15. Buyer’s handbook 16. Seller’s handbook 17. ___________________
  8. 8. Getting Started: Finding Prospects (handout #3) 1. Develop an effective data base to retain names, addresses, phone numbers, contact history, etc. 2. List potential referral sources a. Relatives b. Friends c. Business contacts
  9. 9. Getting Started: Finding Prospects, continued 3. Contact referral sources a. Send an announcement letter b. Include your business card c. Stay in touch: 4 times/year minimum 4. Join organizations: meet people = “social farming” 5. Establish a “geographic farm”: become the expert (handout #2)
  10. 10. Getting Started: Finding Prospects, continued 6. “Opportunity time” 7. Target likely prospects a. Mailing lists/membership rosters b. Announcements in newspapers 8. Increase your visibility a. Develop & distribute a newsletter b. Hold open houses c. Advertising 9. “Cold calls”
  11. 11. Understanding Why People Buy & Sell Real Estate: It’s Usually Personal! 1. Death 2. Divorce 3. Illness 4. Financial pressures 5. Loss of employment 6. Job transfer 7. Marriage 8. Birth 9. Promotion 10.Expression 11.Unexpected wealth 12.Prestige 13.Investment
  12. 12. Duties Owed to Your Clients 1. Usually based on law/regulation/custom 2. Six primary “fiduciary” duties a. Loyalty b. Keep personal information confidential c. Obedience d. Reasonable skill & diligence e. Disclose all known facts f. Accounting for money & documents
  13. 13. Conflicts of Interest 1. Occur when the duties you owe to one person conflict with the duties you owe to another person, including yourself! 2. Conflict must be disclosed immediately and a solution agreed upon; put the solution in writing signed by both parties 3. If no solution can be agreed upon, terminate one or both relationships
  14. 14. Responsibilities to “Other” Party 1. Fair and honest treatment 2. Disclosure of all known facts about the transaction and property 3. Disclosure of fact you are expected to know 4. No misrepresentation: know the facts and don’t guess 5. Fully explain any documents that require signatures
  15. 15. Responsibilities to the Public 1. No discrimination 2. Provide competent service 3. Don’t undertake a job you’re not qualified to perform 4. Do not do any advertising that’s false, misleading or a misrepresentation 5. Do not do anything contrary to the law
  16. 16. Responsibilities to Other Agents 1. Do not knowingly make false or misleading statements about your competitors 2. Do not take any action inconsistent with the agency of another agent 3. Disclose your client relationship to other agents at first contact
  17. 17. LISTING: Working for Sellers Finding Potential Sellers 1. Geographic farming 2. Divorce/marriage 3. Death/illness 4. For-sale-by-owners 5. Expired listings 6. Foreclosure notices 7. Neighbors of new listings 8. Out-of-town owners 9. Advertising for specific properties 10. Moving companies 11. “Furniture for sale” 12. Business transfers 13. Homebuilders 14. Social farming 15. Attorneys/bankers 16. Referrals
  18. 18. LISTING: Working for Sellers Seller Counseling Session-1 1. Prepare yourself a. Dress professionally b. Be prompt c. Prepare CMA (handout #4) 2. Prepare prospective seller a. Establish rapport b. Agree on common agenda c. Permission to ask questions
  19. 19. LISTING: Working for Sellers Seller Counseling Session-2 Using Seller’s Handbook (sample) as a guide 1. Discuss your role as advisor/advocate, your company & yourself 2. Discuss your role as marketer 3. Discuss CMA (actives, solds, expireds) /importance of pricing 4. Review seller’s options 5. Review listing contract (sample & CD) 6. Discuss how you & selling agent are paid 7. Determine seller’s motivation, timing 8. Discuss preparing the home for the buyer’s eyes (book)
  20. 20. LISTING: Working for Sellers Seller Counseling Session-3 Ask: “If we find a buyer today willing to pay your price, are you ready to sell?” Then either A. Present the listing contract again and ask for their signatures OR B. Ask them to review all the information you’ve provided and make an appointment to discuss any questions and finalize the contract
  21. 21. LISTING: Working for Sellers Marketing 1. Prepare MLS brochure for competitors 2. Put sign in yard, fill brochure box 3. Enlist seller’s help in keeping brochure box full 4. Put key box on front door 5. Give office showing instructions 6. Create advertising: Internet, newspaper, flyers 7. Prepare Property Guide for inside home
  22. 22. LISTING: Working for Sellers Communication Communicate with your seller…even when there’s “nothing” to say! 1. Tell the seller what you are doing to market the property 2. Collect feedback from showings, tell the seller 3. Contact seller at least once a week 4. Review feedback with seller monthly, discuss possible price change 5. Hold “open” houses
  23. 23. SELLING: Working for Buyers Finding Potential Buyers 1. Your sellers! 2. If your sellers are not buying here, refer them to an agent to which they’re moving 3. Geographic farming 4. Social farming 5. Referrals from professionals, other agents, friends, relatives 6. Your niche market 7. Home buying seminars 8. Your web site 9. Divorce/marriage 10.Expanding families 11.“Empty nesters” 12.Just promoted/fired 13.Hold open houses 14.“Opportunity time” 15._______________
  24. 24. SELLING: Working for Buyers Buyer Counseling Session-1 1. Prepare yourself a. Dress professionally b. Be prompt! c. Prepare information on possible properties 2. Prepare prospective buyer a. Establish rapport b. Agree on common agenda c. Ask permission to ask questions
  25. 25. SELLING: Working for Buyers Buyer Counseling Session-2 Using Buyer’s Handbook (sample) as a guide 1. Introduce yourself & your company 2. Explain your role as advisor and advocate 3. Review the steps involved in purchasing 4. Review due diligence between contract & closing 5. Review sample contracts a. Buyer agency agreement (sample & CD) b. Purchase agreement (sample & CD) 6. Discuss current market & available properties
  26. 26. SELLING: Working for Buyers Buyer Counseling Session-3 7. Specify buyer’s wants & needs 8. Determine buyer’s financial qualifications Ask: “If we find a property today that meets your needs, will you be in a position to buy?”
  27. 27. SELLING: Working for Buyers Buyer Counseling Session-4 Then either A. Present the buyer agency agreement again and ask for their signatures OR B. Ask them to review all the information you’ve provided, make an appointment to both finalize the contract and show property
  28. 28. SELLING: Working for Buyers Showing Properties Selecting and previewing properties 1. Match buyers’ wants and needs with currently available properties 2. Preview matches 3. Make appointments to show “best” matches 4. Plan “tour” route
  29. 29. SELLING: Working for Buyers Showing Tips 1. Play the “priority” game: keep focused on just 2-3 properties 2. Compare pros/cons of properties 3. Encourage note taking 4. Encourage client opinions 5. Ask probing questions 6. Serve as a “sounding board” 7. Listen carefully
  30. 30. SELLING: Working for Buyers Handling Objections 1. Always answer honestly 2. “I don’t know but I’ll find out.” 3. Restate objection as a question 4. Correct misinformation 5. Ask “why” questions carefully 6. Watch for “buying” signals 7. “Have I answered all your concerns or do you need more information?”
  31. 31. SELLING: Working for Buyers !!!LISTEN!!!
  32. 32. NEGOTIATING THE CONTRACT Purchase & Sale Agreement Essential Elements 1. Competent parties 2. Timely acceptance 3. Unique legal 4. Consideration 5. Mutual consent Terms & Provisions 1. Price 2. Possession 3. Personal property 4. Means of conveyance 5. Pro-rations of taxes & insurance 6. Closing costs 7. Contingencies 8. Property disclosures
  33. 33. NEGOTIATING THE CONTRACT Presenting the Offer 1. Provide seller with a complete “picture” of the buyer: 2. Present terms of offer 3. Explain contingencies/special conditions 4. Present buyer’s financial capability 5. Encourage acceptance 6. If seller is unwilling to accept as is, negotiate using counterproposals (sample)
  34. 34. DUE DILIGENCE & CLOSING 1. Coordinate with listing agent 2. Prepare checklist of all steps & dates 3. Maintain transaction file of all meetings, correspondence, documents, phone notes 4. Assist your client with timely information, emotional support 5. Communicate regularly 6. Make sure all dates are met 7. Schedule & participate in closing
  35. 35. “CLIENTS FOR LIFE!” 1. Perform with highest possible professionalism during transaction 2. Call on client shortly after closing 3. Keep in touch at least 4 times each year 4. Establish yourself as their professional REALTOR a. For their future real estate needs b. To refer friends/relatives/colleagues
  36. 36. Ethics & Professional Practice 1. It pays to do the right thing 2. Honest & ethical behavior bring rewards 3. The only answer to building a good, lasting reputation 4. Never let the pursuit of money determine your behavior 5. NAR’s Pathways to Professionalism (handout #5): show respect to everyone!
  37. 37. Continuing Education: Keeping Ahead of the “Game” 1. List the topics you’d like to learn more about: _________________________ 2. Let’s make a combined list. 3. Continuing education and training are critical to your success in real estate. 4. Sources 5. Designations 6. Have an education goal every year.
  38. 38. We hope you’ve enjoyed this class. We hope it will increase your success. I’ve certainly enjoyed being with you and have learned from you! More Information Visit