Never Be at a Loss for Words! Linda McKissack

Transcription

1 Never Be at a Loss for Words! Linda McKissack

2 Linda McKissack Flower Mound, Texas Regional OP and OP Mega Agent KWU Master Faculty 2

3 Tell Keller Williams University what you think! Simply enter into any mobile device to complete your evaluation for this session. 3

4 Beliefs about Scripts -What are your fears? Opportunities to Gain -What will happen if you master scripts? The Four C s 1. Commitment 2. Courage 3. Capability 4. Confidence 4

5 Dan Sullivan s Model of Courage to Confidence Confidence Commitment Capability Courage 5

6 Prospecting Scripts Elevator Speech FSBOs Expireds 6

7 Your Initial Meeting 7

8 Script to Get Seller s Expectation of Meeting Mr. and Mrs. Seller, on a scale of 1-10; 10 being this is a great meeting for you tonight, and one being I totally wasted your time; what has to happen in this meeting for you to feel great about it? 8

9 Script to Set the Stage for Your Presentation Mr./Mrs. Seller, at the end of tonight one of three things will happen: First, you may list your home with me, and that would be great! Second, you may not list your home with me, and to be honest, that wouldn t be so great. Or third, you may have a need or expectation in the sale of your home that I cannot meet or exceed, and if we get to that point I d rather let you down now than disappoint you later. Isn t that fair enough? This is a VITAL conversation to your validity as a professional! 9

10 Scripts to Uncover the Seller s Needs 10

11 Script to Uncover Seller s Needs STEP 1 On a scale from 1 10 with 10 being very desirable and 1 being not desirable at all, what ONE THING could happen to make the sale of your home a 10 for you? (answer given) What is important to you about (above answer)? What is important to you about (above answer)? STEP 2 What one thing could we add to make the sale a 10+ for you? (answer given) What is important to you about (above answer)? What is important to you about (above answer)? 11

12 Script to Uncover Seller s Needs (cont.) STEP 3 If we could add just one other thing thus making this sale a 10++ for you, what would it be? (answer given) What is important to you about (above answer)? What is important to you about (above answer)? GOAL Your goal is to get the sellers focused and to find their most valued criteria! 12

13 Scripts to Prioritize the Seller s Needs 13

14 After uncovering the seller s needs, they must be prioritized! Why? To find their most valued criteria. Here s how: Mr./Mrs. Seller, if you could have only one thing on this paper, thus by having that one thing, the others wouldn t seem as important or would just fall into place, which would it be? So, if you got (a good price), and didn t get (the home sold quickly) and (you were disappointed with the communication process), you would be OK with that? Great, what s the second most important thing on this paper? So, if you (got the home sold quickly) and (you were disappointed with the communication process), you would be OK with that? 14

15 Scripts for Checking Commitment Mr./Mrs. Seller, who in the last 15 days has consulted you on satisfying (exceeding) these specific needs (expectations)? No one! If I show you a way we can satisfy (exceed) all these needs (expectations), will you allow me the opportunity to be your real estate consultant? If Yes: Great! Then let s see how WE can create a 10++ sale for you! If No: What would it take for me to be your real estate consultant? 15 NOTE: Never push! Your goal is to allow the potential seller to self-discover what a working relationship with you would be like! Also, always come back to the needs when handling objections or when seller loses focus!

16 Tips on Objection Handling 1. Be agreeable (don t debate) 2. Listen carefully 3. Stay in curiosity (don t jump to conclusions) 4. Talk slowly 5. Talk softly 6. Persist and stay calm 7. Give an answer/ask a question 8. Keep it simple 9. Stay logical 10.Don t get attached to the outcome Remember: You can t lose what you don t have! 16

17 Scripts for Common Objectives Script #1: Will you work for 5 percent? No, that s a win-lose relationship and with me it s win-win or no deal! You see, Mr. Seller, I believe in win-win relationships. I firmly believe one party should not have to lose for the other party to win! If I take your listing, I am going to provide you with exceptional, quality, consultative-type service, which will be a definite win for you! If you want to discount me and pay me an AGENT S fee of 5 percent, that would be a definite lose for me because I can t operate a successful business on 5 percent! Does that make sense? Plus, it wouldn t be fair if I charged you 5 percent and all of my other clients 6 percent! That just wouldn t feel good to me! 17

18 Scripts for Common Objectives (cont.) Script #2: Joe at XYZ said he would list my home for 5 percent! That s great. Do you see how easily Joe sacrificed his money. Just think how frugal he s going to be with yours! Is Joe a consultant? Did Joe ask you what YOU needed in the transaction? My fee is 6 percent, is this going to be a problem? Do you remember at the beginning of our conversation when I told you that if I came across a need (expectation) that you have that I felt I could not satisfy (exceed) I would choose not to take your listing? I think we ve just reached that point. 18

19 Scripts for Common Objectives (cont.) Script #2: Joe at XYZ said he would list my home for 5 percent! (cont.) You see, Mr./Mrs. Seller, I believe in win-win relationships. I firmly believe one party should not have to lose for the other party to win. If I take your listing, I am going to provide you with exceptional, quality, consultative type service, which will be a definite win for you! And if you want to discount me and pay me an AGENT S fee of 5 percent, that would be a definite lose for me because I can t operate a successful business on 5 percent! Does that make sense? Do you think I can do a professional job for you? Do you think you and your investment are in better hands with me or with Joe? 19 You!

20 Scripts for Common Objectives (cont.) Script #3: Why should I pay you 6 percent when Joe wants 4 percent? Peace of mind! What do you mean? You can be certain that my #1 goal is to satisfy these specific needs! (Point to needs sheet.) If I feel there is a need here that I can t satisfy, then I won t take the listing! Can Joe say the same thing? Yes! Did Joe ask you about these specific needs? 20

21 Scripts for Common Objectives (cont.) Script #3: Why should I pay you 6 percent when Joe wants 4 percent? (cont.) No. Then how can you be assured Joe s priority is getting your children in school on time? (Go to #1 hot button.) Bottom line, do you feel you and your investment are in better hands with me or with Joe? You! Great, then shouldn t we make this a win-win relationship from the start? TRUTH: The higher the price, the lower the risk! 21

22 Scripts for Common Objectives (cont.) Script #4: Joe said he would list my home above the market! Sure he did, but I consider that a win-lose relationship, and with me, it s win-win or no deal! And when I say it s a win-lose relationship, I mean it would be a win for either me or Joe and a lose for you! Does that make sense? No! Joe has agreed to take your listing at such a high price because he wants to use your home as leverage! What do you mean? 22

23 Scripts for Common Objectives (cont.) Script #4: Joe said he would list my home above the market! (cont.) Joe will use your home to generate buyer leads, and when the potential buyer discovers your home is overpriced, Joe will sell them another home! Win for Joe because his need is met; he made money! Lose for you because none of your needs are being satisfied! Anyone who tells you he can get $ for your home is USING your home as leverage to attract buyers! Both Joe and I know what s going on, I m just the only one being honest about it! Does that make sense? How important are these needs to you? (Slide needs sheet in front of them.) Very important! Then shouldn t we assure a win-win relationship from the start? 23

24 Scripts for Common Objectives (cont.) Script #5: Joe said he would list my home above the market! Are you saying that you will not list your home with me unless I list it above the market? Yes! Great, here s my suggestion. I want you to sign a three-month listing agreement with Joe and hold him accountable to HIS PRICE. Because it s not fair for me to come in here and be honest with you and have Joe come in here and promise you something both he and I know he can t deliver! WHEN the home doesn t sell, give me a call and I will be glad to come back out! Would that be fair? (Start packing your materials.) Before I leave, let me ask you one more question; do you have three months to wait? What s your plan B? 24

25 Scripts for Sellers Wanting to List Above Market Price Sellers will usually want to list their home above the market price. Here are their typical reasons and how to respond: 25

26 Scripts for Avoiding Above Market Pricing Script #1: Test the Market We want to list at our price first and then come down to yours! I appreciate that; however, the first 30 days your home is on the market are the most crucial! Why do you think that is? The reason is really simple. Statistics tell us that only a handful of buyers in today s market will look at a property that is over market price, and a vast majority of the buyers will look at a property that is market price or below. Chances are if your home is priced out of the market, it will not even come up in another agent s search criteria for comparable homes! 26

27 Scripts for Avoiding Above Market Pricing Script #1: Test the Market (cont.) We want to list at our price first and then come down to yours! Can we afford to lose a majority of the potential buyers for your home when their interest would be at a peak level? If you were a buyer in today s market, which properties would you look at? Does this make sense? 27

28 Scripts for Avoiding Above Market Pricing Script #2: Reimbursement for Money Spent Updating the Home We ve done all this updating over the past year! I appreciate that and in a buyer s eyes that simply means you ve brought the home up to selling standards! If you were purchasing a home and two similar homes were for sale, one for $150,000 and one for $160,000, which would you buy? Wouldn t you agree most buyers would feel like you? Is this going to be an issue? 28

29 Scripts for Avoiding Above Market Pricing Script #2: Reimbursement for Money Spent Updating the Home (cont.) TRUTH: You don t need unmotivated sellers in your life! WHY: You will never be able to exceed their expectations. 29

30 Scripts for Avoiding Above Market Pricing Script #3: In Need Of Equity For Next Home We have to have $20,000 to buy another home! Mr./Mrs. Seller, pretend for a moment that you are a buyer, we have already seen 5 homes and I show you this one. You like it, but you re curious why it is priced so far above the market. I reply that the seller has to have $20,000 to buy a new home. What would you do as a buyer? You see, if I could net you $20,000 I would love to! We both would profit! 30

31 Scripts for Avoiding Above Market Pricing Script #3: In Need of Equity for Next Home (cont.) We have to have $20,000 to buy another home! I can only get you what the market will bear and that is right here (waive Sold Summary Page) in these comparables! Does that make sense? I mean, we could list the home for $20,000 over the market, but in doing so these needs (show needs sheet) will not be fulfilled! How will you feel if these needs aren t satisfied? 31

32 Scripts for Avoiding Above Market Pricing Script #4: We want to sign a three-month listing! I would like to list your home for six months and give you my easy-exit listing! What that means is that if at any time you become dissatisfied with my service or with me as a professional, you can fire me with 48-hour written notice! Is that fair? 32

33 Scripts for Avoiding Above Market Pricing Script #4: Insert the following in special provisions: If seller becomes dissatisfied with broker s service, seller may terminate this agreement with 48-hour written notice. Or Either party may terminate this agreement with 48-hour written notice if such party becomes dissatisfied with other party s service. 33

34 Servicing Sellers - Feedback - Price adjustments - Negotiating offers - Asking for referrals 34

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