Call 11 - The Listing Presentation - part 1 Guidelines For This Course 1. Only paid participants may listen to the call. 2. Download any materials prior to the call to maximize the training. 3. Be PREPARED. 4. No distractions or interruptions. 5. No cell phones in the area. 6. No checking email while on the call. 7. Do not put the call ON HOLD/NO SPEAKERPHONE. 8. Come to the call to learn, to participate and have fun! 9. *6 to mute and un-mute. Call Leaders: Monica Reynolds monica@hellerthehomeseller.com Aaron Simons aaron@hellerthehomeseller.com Goals 1. Learn the Dave Ramsey listener mindset...baby Steps. 2. Setting the stage for the listing presentation. 3. The Listing Presentation - Part 1 4. Common objections/questions during the presentation. Testimonial I want you to know that I was somewhat apprehensive about joining the class when I was called by Dave's group. All of the typical concerns, money, time, would the training be beneficial? In my twelve years in this crazy business I have taken numerous training sessions. I have to say that I have always walked away from EVERY session with a "nugget". That was my best reason for taking this course! I knew the nuggets were there, I just had to find them. I knew Dave Ramsey's philosophy, I have read TMM, FP, taken FPU, have read Entreleadership, I have made it my objective to do all I can to "Live like no one else"! We all know that drill. I have to say there have been 1
NUGGETS from EVERY class. Every single class offered another tip, tidbit, idea that would benefit my business. What I found was that the lessons learned carried over to EVERY aspect of my business. When I completed the first class I immediately hit the website and went to work contacting EVERY past lead I have received. Follow up is golden. Monica's words here, "It is not the leads responsibility to call us, it is OUR responsibility to make contact with them!" "These are DR leads and that is what they expect!" This has become my mantra, "be the first, be the first". The result, my conversion rate jumped! Much of my past work has come from private sellers (FSBO's). So, I repeat my mantra and contact them BEFORE anyone else in my office! "Be the first!" I refer to the fact that I am an ELP with EVERYONE I meet. Everyone knows Dave, like him or not, when I mention I am an ELP their ears perk up, they REALLY begin to listen. Monica and Aaron make this process easy. Good ideas and good scripts. My take on scripts though...buyers and sellers don't follow scripts! Read them, rehearse them, understand them, engrain them, role play them, be able to respond no matter where you are in the conversation! Lynn Wildt, Associate Broker Coldwell Banker Woodland Schmidt 616.355.3624 (office) 616.836.0234 (cell) Visit my website www.hollandhomestore.com - Michigan 2
Think About This! Know Your Audience! The Dave Ramsey Listener Mindset (referenced from the ELP contract) In reference to personal finance, Dave Ramsey teaches people to follow his "Baby Steps" to financial prosperity. These are the steps, in order: 1) Set aside an emergency fund of $1,000.00 in the bank before doing anything else. 2) Pay your debts off smallest to largest ("Debt Snowball"). 3) Set aside 3-6 months of expenses in savings. 4) Invest 15% of income into Roth IRA's and pre-tax retirement. 5) College funding (if applicable). 6) Pay off the home early. 7) Build wealth through further investing (mutual funds and real estate) and give. The Listing Presentation 1. Arrive at the appointment 5-10 minutes EARLY. a. Late to an appointment is and not. b. If you are late you are already starting with a " " next to your name. c. If you are going to be late...please make a courtesy call and give the new time of arrival. 2. Is your car washed? Are your clothes neat and pressed? Are you dressed to speak to the client about their most important? 3. Did you listen to something inspiring while you drove over? Dave Ramsey CD? Inspirational music? 3
4. Did you review the file? CMA? prior to leaving the office? Do you have your business card? the contract? 5. Do you have your so you can take notes? 6. Deliver your pre-list package prior to appointment. a. You can deliver it by a runner or a delivery service. b. Pre-sells you before the appointment. c. Top agents believe in the power of making sure this is delivered prior to the appointment. 7. A signed listing agreement comes from a great listing presentation. 8. The listing presentation is where you earn your with sellers. 9. This is where you determine the and the price that will cause the property to sell. The Greeting and Setting the Stage 1. Walk up to the door saying your affirmations! YES a. I am a powerful listing agent! YES b. This is my new saleable listing! YES c. The seller is excited to sign the contract. YES d. This is my next sale! YES 2. Knock on the door...check posture and get ready to deliver a firm handshake! 3. The goal is to be friendly, but not too aggressive. 4
Script - The Listing Presentation Good Afternoon...I am with companyname) and Dave Ramsey's ELP. Thank you for having me over to discuss selling your home and (motivation). Wow! This is a great (neighborhood, front entrance, home, door,etc. (It is important to say something nice(building rapport) about their home immediately. Do you mind walking me through your home so I can take some valuable notes? Positive Comments/Suggestions So you have lived here for good for you! What have you liked best about living here? This is a great room...i am sure your family enjoys this room! Great kitchen you must be a great cook! Beautiful yard...is this a hobby for you? Great outdoor space...do you entertain a lot..this is a great entertaining yard...pool..etc. Tour Over/Kitchen Table Lets go sit down at your kitchen table if that is okay with you? Sit opposite to husband and wife. (never in the middle) Hand them each a presentation folder. 5
So let's get started. So that I do an excellent job for you today..may I go over the questions I asked a couple of days ago to see if anything has changed? (The husband/wife may not have answered the questions...get them on the same page with what each other said.) Tell me again, where will you be moving when you sell your home? That s exciting! What s important about moving to? Wow! Will you be buying another home or renting? Perfect! How soon are you looking to put your home on the market? Are there any specific time frames I should know about for you and your family? May I ask you...how much do you think your home is worth in today s market? Is there a certain amount you are looking to net from the sale? How much do you currently owe on your property? Did you have chance to review the package of information I emailed/ dropped off to you? Great! Do you have any questions about what we do to market our properties in order to sell them for top dollar? May I share with you a few of the things that we do differently which has us be so successful in getting our listings sold? 6
The key to our marketing plan is the daily contacts we make to prospective buyers and to top agents in the area who have buyers for your home. Traditional methods of waiting for buyers to come to us ( Passive Marketing like open houses or broker caravans) are not nearly as effective as physically contacting potential buyers or their agents and convincing them to look at your home. Active marketing makes the difference and 6 days a week you can count on us to promote your home to buyers. Here is specifically what we will do to market your home: 1.Submit your home to Multiple Listing Service (MLS) and a copy to you for your approval. 2.Submit copies of your listings to our 10 sales personnel for their waiting buyers on the Heller Team. 3.Price your home competitively and expertly. 4.Promote your home to the top agents in the area. 5.Promote property through Heller The Home Seller s realtor network, currently 83,000 Keller Williams agents. 6.Develop the comprehensive list of features and benefits of your property for cooperating agents to use with their potential buyers. 7.Suggest and advise as to any changes necessary to make your property more saleable and ultimately net you more money. 8.Our call center prospects daily and each sales associate makes prospecting calls for 3 hours per day looking for buyers. 9.Contact over the next seven days all buyer leads, center of influence, and past clients for their referrals and prospective buyers. 10.Property marketed 24 hours a day by 800 InfoHomeLine. A prospective buyer can hear about your property anywhere in the United States and Canada and at any time. A text message of the buyer s name, address, and phone number is furnished immediately to our team, while they are listening to the message about your home. 11. Your property is advertised on 75 web sites. Example: www.realtor.com;trulia.comand www.zillow.com 12.Buyer agents on the team will preview property within the first week. 7
13. We promote all our listings on Chris radio show on Sunday morning. 14.Pre-qualify all prospective buyers with a lender. 15.Promote your home to any showing agents pointing out all the features and benefits. 16.Promote your property to agents nationwide through Top Producer, masterminds, and network groups. 17.We are the designated real estate agent for Boomtown in San Diego which furnishes us with hundreds of buyer leads per month. 18.We are the designated real estate agent for KOGO/KSON radio stations. 19.We have a database of over 2600 and will prospect for a buyer for your property. 20.Contact 200+ potential buyers in your surrounding area by phone and mail, notifying them of your property. 21.Take color photos for marketing through our web site, and our color brochure for your property. 22.The Heller Team subscribes to several real estate referral companies such as Agent Machine and Reply.com who outsource buyer leads to our team. 23.Aggressively seek out agents with buyers to let them know about your property. 24.Provide exposure through a professionally installed sign and lockbox. 25.Deliver your check from closing. Do you have feel confident that our marketing plan will get your home sold? Great! We know on the marketing side that what we do works to get your home sold so the only thing we will be testing when we put your home on the market is the price. Does that make sense? Now let s take a look at what s going on in the market so we can see where we need to price your home to get you moved to. 8
We first want to take a look at general trend of the market then we will get into more detail regarding your home and neighborhood. (Review Sales Velocity Chart). CMA Presentation. (next call!) Close for Signature (next call!) 9
Objections Do you do open houses? (If applicable) That s a great question...and generally we do not do open houses...can I share with you 2 reasons why we don t recommend them? First reason is less than 1% of the homes sold are actually done so through an open house so it s rare that a buyer will actually walk into an open house and buy it. Most buyers these days want representation and work with an agent to find them a home. Does that make sense? Second reason is it s a safety factor. You have a beautiful home with lots of valuable things in it. It s impossible for one or even two agents to control all the unqualified strangers coming through your home. We hear horror stories all the time about bands of gypsies wandering through properties pocketing valuable items. You don t want to open your home up to complete strangers do you? Great, so if it s ok with you we will focus on the proactive and proven methods to get your home sold...how does that sound? Will it be on caravan? (If applicable) That s a great question and in this day in age the caravans are becoming a thing of the past. Prior to the internet going on caravan used to be the only way to see the new listings. Now with the internet, virtual tours, and aerial maps the majority of the agents and buyers will see your home the instant we activate it on the MLS. Also, as part of our marketing plan we call all the top agents in the area and let them know about your great home so they can prepare their buyers to see...i think you ll agree that is a much more proactive method than holding the caravan and hoping and waiting the show up. 10
Top Ideas From Today s Call 1. 2. 3. Answer Key: Rude Respectful Question Investment Clipboard Commission Motivation Review of previous calls: 1. Increasing Conversion Rate. 2. Your Schedule is the Foundation of Your Business. 3. The Buyer Package. 4. The Language of Sales. 5. Preparing for the Listing Presentation - part 1 6. Preparing for the Listing Presentation - part 2 7. Sales Techniques for Buyers and Sellers - part 1 8. The Buyer Consultation - part 1 9. The Buyer Consultation - part 2 10. The Listing File 11. The Listing Presentation - part 1 11
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