Professional Documents
Culture Documents
Sales Talk Workbook Filled
Sales Talk Workbook Filled
Phone: _________________________________
Corporate Headquarters
7220 South Cimarron Road
Third Floor
Las Vegas, NV 89113
(800) 448-0647
www.MikeFerry.com
© 2011 The Mike Ferry Organization. All Right Reserved | 1
TABLE OF CONTENTS
DAY ONE
Working with Buyers ……………..………………………….…………………. 8
Prospecting for Buyers ………………………………...….……..…….……... 12
Qualifying for Home and Motivation …………………...…….……...………. 13
Developing Business From Past Clients and Centers of Influence ……… 15
Developing a Center of Influence …………………………..………..……… 18
The Center Of Influence - Or Past Client Script ……..……………..……… 19
Effective Lead Follow-Up …………………………………………………….. 22
The Mike Ferry Lead Follow-Up Script …………………………………....... 25
DAY TWO
Handling For Sale By Owners and Expired Listings ………………………. 30
The FSBO Script ……………………………………………………………… 33
Objection Handlers For Prospecting ………………………………………... 34
Expired Points ………………………………………………………………… 37
The Expired Script – Over The Phone ……………..………………………. 40
Handling Objections Scripts – From Sellers ……………………………….. 41
Mike’s Top Agent Survey …………………………………………………….. 42
The Just Listed Script ………………………………………………………… 45
The Just Sold Script ………………………………………………………….. 46
DAY FOUR
Going After Price Reductions ………………………………………………... 70
Price Reduction Scripts……………………………………………………….. 72
Additional Price Reduction Scripts…………………………………………… 76
Learning Canned Presentations Or Scripts…………………………………. 77
Mindset………………………………………………………………………….. 83
Handling Objections………………………………………………………….... 87
Handling Objections Scripts……………………………………………………90
4. Please do not walk around during the role-play portions of the class.
1. You will walk away from this class knowing the highly effective
buyer system developed for today’s market.
6. How to sell 10% of your total Center of Influence and Past Client list
and we will give you the system to effectively grow and work these
groups.
2. There are three primary types of buyers you should be working with
b. Sellers who are priced to sell and have the ability to buy
_________________________________________________
6. As you show a buyer more property over the course of days, weeks
their confidence in you diminishes
… ___________________________________________________.
7. minimum standards
Establish for yourself ______________________you’ll have when
working with buyers.
a. Work only with Triple A buyers … sellers who have sold and
need to buy, Past Clients and Centers of Influence, along with
direct referrals.
g. Work only with buyers who will meet you at your office.
h. Work only with buyers who are looking for a home in the area
you service.
“Take the time to examine every lead you have carefully … do they
meet your standards?”
a. “Mr. and Mrs. __________, may I take you through the process
I use when assisting a buyer in purchasing a home?” If yes,
continue. If no, the interview is over.
g. “Based on the process that I use in helping folks like you find a
home, do you still want me to proceed by having a lender call
you or would you prefer to work with another Agent?”
Most Agents aren’t considering that they can’t prospect for buyers unless
they are holding an open house … when the truth is if you are actually
prospecting 2-3 hours a day for sellers … 30%-50% of the time the people
you talk to will have an interest in purchasing the home. The following are
methods for prospecting for buyers …
d. we have a hot
Just listed/just sold phone calls or door knocking … _____________
buyer for your area
____________________________________.
f. Ask existing buyers who are actively looking at property with you or
from their friends and family
pendings for referrals ____________________________________.
i. Open houses
___________________________ … it’s hard for me to say this, but
if you are really serious about finding a buyer and you are willing to
hold an open house with that purpose in mind … and you are willing
to ask qualifying questions to every person who walks through that
door, use this source.
k. as referral sources
Social groups/charities/communities functions_________________
______________________________.
a. Are there any other areas that you are interested in other than this
area?
d. Have you seen any homes that you like … can you describe them
for me?
i. How many bedrooms and baths do you want in your new home?
j. What other features are you looking for in your new home?
m. Are there any other people who need to see the home before you
make a decision to buy?
n. How many homes will you need to see before you make a decision
to buy?
o. If we see the right home today, are you ready to make a decision
today? (If not, why not?)
p. If we don’t find the right home today, how quickly will I be able to
reach you if I find the right home?
q. Are there any other questions or concerns you have about buying a
home?
Based upon the research that I’ve done for years with top producing Agents
… 30% to 40% of a top producer’s income wil come from working past
clients and centers of influence. If you’re doing more than 25 transactions
per year and few, if any of your deals, are coming from this source, you’re
working harder than you need to. If you’re doing 25 to 50 transactions per
year and a majority of your business is coming from this prospecting
source, it means you’re not prospecting efficiently or at all. Or it means
you’ve allowed complacency to take control of your business. Let’s look at
the following points that we can use to build this great source of business.
5. ask everybody
To build your center of influence list, _____________________ that
you do business with for business in return.
a. Call and speak to all of these people at least four times a year.
value
10. When talking to these people work to bring ____________
to each call
________________ … plan your calls effectively, for example:
Use the following list to “job” your memory for additional names of contacts.
Ask yourself if you know anyone who is at all involved in any of the
following. Write their name next to each, if none, cross them out.
Accountant Computer Jewelry Preschools
Advertising Construction Lawn Care Printing
Aerobics Consulting Libraries Property Mgmt.
Airline Contractors Limousines Rental Agencies
Alarm Systems Cosmetics Loans Resorts
Animal Health/Vet Country Clubs Management Restaurants
Apartments Credit Union Manufacturing Roofing
Appraisers Day Care Massage School
Architects Delivery Therapists Secretaries
Art Dentists Mechanics Shoe Repair
Athletics Dermatologists Medical Siding
Attorney Doctors Mortgages Signs
Automobile Dry Cleaners Motels Skating
Baby-sitters Dry Wall Museums Skiing
Banking Electrician Music Skydiving
Barber Engineering Mutual Funds Soccer
Bartender Firemen Newspapers Softball
Baseball Fishermen Nurses Software
Beauty Salon Florist Nutrition Spas
Beeper Furniture Office Furniture Sporting Goods
Bible School Gardens Office Machines Surgeons
Boats Golfing Office Supplies Tailors
Bonds/Stocks Groceries Optometrists Teachers
Bookkeeping Gymnastics Orthodontist Telecommunications
Bowling Leagues Hair Care Pediatricians Tennis
Brokers Handyman Pedicures Theaters
Builders Hardware Pensions Title Companies
Cable TV Health Club Pest Control Training
Camping Health Insurance Pets Typesetting
Carpet Cleaning Horses Pharmacies Universities
Cellular Phones Hospitals Phones Video
CPA’s Hotels Physician Waste/Garbage
Chiropractors Hunting Plumbing Weddings
Church Insurance Podiatrist Wine
Colleges Investments Pools
2. Who do you know … that would like to buy or sell Real Estate in the
next 7-10 days?
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Too many Agents are losing business every day because of their inability
or their simple lack of understanding on how to do effective lead follow-up.
“More business is lost from a lack of lead follow-up than from any other
phase of the sales process.” What we’re going to look at today are a series
of simple thoughts regarding lead follow-up, then we’ll identify a very simple
system for lead follow-up, and then a simple script to use so you can turn
leads into appointments and appointments into contracts … Let’s begin.
c. Go on appointments daily
_______________________________________________.
Which of these three do you do best? And which do you have to work on?
2. We cannot let the following thought into our head … “Through long
term follow-up I can take a non-motivated person and help them
become motivated.” … This is your ego speaking and a
poor business decision
___________________________________________________.
8. One of the fears Agents have in doing good lead follow-up is asking
______________
for an individual’s motivation … because if they are not motivated
then we have to deal with the fact that we don’t have a real lead.
9. Most Agents have too many leads and the following are the
disadvantages of having so many leads:
b. If most of our leads are not great ones the urgency for lead
is diminished
follow-up ________________________________________.
b. Put the prospect’s name, address, phone number and the date
you acquired them on the card. Identify if they are a buyer or
seller prospect. Remember you only have so many days to
convert them or throw them away.
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It’s interesting how new Agents will call for sale by owners on a regular
basis … take a lot of listings and make a lot of sales. Then as time
progresses somebody either talks them out of this great prospecting source
or they talk themselves out of it. For sale by owners are a constant and
continuous source of business for anybody who wants to build a bigger and
stronger business. Don’t let this method of prospecting stop you from
building your business. Use the following points to get yourself better
prepared for using for sale by owners.
1. lack of motivation
Don’t buy into their seemingly ______________________________
objection
__________________. In most cases, it’s an _________________,
not a condition
__________________________.
2. FSBOs will list with the first agent who can convince them that ____
there is value in paying a commission
_______________________________________.
3. be of service
Remember to focus on how can I ___________________________
assist them in accomplishing
__________, how can I ___________________________________
their goal of selling
____________________ get them more money
and how can I ______________________
than selling themselves can
____________________________________!
a. Lack of exposure
__________________________________________________
b. Bargain hunters
c. Unqualified buyers
__________________________________________________
d. No negotiating skills
__________________________________________________
e. Legal liability
__________________________________________________
5. You have to develop the mindset that they are making a huge
mistake if they don’t list with you. If you don’t think that they need
___________________________
you, how will you ever be able to convince them that they do
_____________________________________________________?
10. On every call that you make one of two things will happen, _____
either you will convince them that they need your services or
_________________________________________________,
they will convince you that they don’t
____________________________________. If you hang up
without an appointment, they were more confident about what they
are doing that you are about what you can do for them.
FSBO SCRIPT
Hi, this is ____________ with ________, and I’m calling about the home for
sale … is this the owner?
I’m doing a survey of all the FSBO’s in the area and I was wondering …
1. If you sold this home … where would you go next? (LA) That’s exciting!
3. How would you rate your motivation to move … on a scale of 1 to 10? (5)
Good for you!
4. What methods are you using for marketing your home? (Sign and ads) That’s
great!
5. How did you determine your sales price? (Other agents) Fantastic!
6. Are you prepared to adjust your price down when working with a buyer? (Within
reason) Terrific!
7. Why did you decide to sell yourself … rather than list with a Real Estate Agent?
(Save the commission) Great!
8. If you were to list … which agent would you list with? (None in mind) Fantastic!
9. How did you happen to pick that agent? ( ) Good for you!
10. If you were to list … what would you expect the agent to do … to get your home
sold? ( ) That’s great!
11. How much time will you take … before you consider … interviewing the right
agent for the job of selling your home? ( ) Excellent!
12. What has to happen … before you will consider … hiring a powerful agent …
like myself … for the job of selling your home? ( ) Perfect!
13. Are you familiar with the techniques I use to sell homes?
( ) You’re kidding!
14. What would be the best time to show you … __________ or _________?
1. So what we’re really talking about is you want to save the other 3%
that it would cost for you to hire me, right? And if you knew that
having me represent you would actually put more money in your
pocket and more than make up for that 3% difference … you would
probably go ahead and hire me, wouldn’t you? What would be the
best time for us to meet _____ or _____?
2. I’m not going to insult your intelligence and tell you that I have a
buyer for your home because the truth is neither me nor any of the
agents that you’ve talked to have a buyer for your home, otherwise
it would already be sold, wouldn’t it? The reason why I’m calling
you is because I know exactly what to do to find a buyer for your
home. All I need is 15 min, what would be the best time ________
or _____?
1. Absolutely, it sounds like you really know what you’re doing and my
question is … How much more money could you net if you hired me
versus if you sold it yourself? And if it did turn out that I could
actually net you more money, wouldn’t it be worth just 15 minutes of
your time to make sure that you don’t leave any money on the
table? What would be the best time for us to meet _____ or _____?
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EXPIRED POINTS
Our job is to go in, be strong and ask all the qualifying questions by using
the expired script. Make sure they’re qualified to sell, set an appointment
and make a strong listing presentation. There is not a single Agent in this
room today who cannot get at least three to four good listings a month from
the expired source.
2. The major portion of all Real Estate Agents do not call on expired
the rejection involved
listings because of _____________________________________.
3. As with for sale by owners, new licensees will call on expireds more
create the mindset
than the experienced veterans … ___________________________
that you’re a new licensee
_________________________________________.
5. The majority of expired listings will tell you they’re not going to sell
they’re frustrated with the
their property at this time because _________________________
process
____________________________… in reality, they will list with an
Agent who shows them what has to be done.
6. creating urgency
The key to the expired listing is ___________________________.
Urgency in yourself to talk to them and see them and an urgency in
them to make a decision.
7. within 24 – 48 hours
Since most expireds will re-list __________________________ …
make your first contact first thing in the morning and if you’re not
able to reach them go to their door in the afternoon.
10. Remember high energy, a lot of intensity and constant follow-up are
If you’re not confident
critical. __________________________________, they will list with
somebody else.
Hi, I’m looking for ______ … Hi _____ … my name is _____ with _____ …
I’m sure you’ve figured out that your home came up on our computer as an
expired listing … and I was calling to see …
1. When do you plan on interviewing the right agent for the job of
selling your home? (Never) Terrific / Really!
2. If you sold this home … where would you go next? (LA) That’s
exciting!
4. _____ … what do you think stopped your home from selling? (The
agent) Really!
5. How did you happen to pick the last agent you listed with? (Referral)
Great!
6. What did that agent do … that you liked best? (Nothing) Ouch!
7. What do you feel they should have done? (Sold my house) Really!
8. What will you expect from the next agent you choose? (Sell my
house) Terrific!
10. I would like to apply for the job of selling your home … are you
familiar with the techniques I use to sell homes? (No) You’re
kidding!
11. What would be the best time to show you … Monday or Tuesday at
_______?
1. If you had received an acceptable offer last week … would you have
sold it? If yes, close for an appointment. If no, use next line:
2. If you were absolutely sure that your home would sell, would you
put it back on the market?
1. I’m not going to buy into the idea that your home didn’t sell because
the market is slow. Instead, I’d like to stop by, take a look at your
home and figure out why it didn’t sell and also what it will take to get
it sold this time … then you can decide if we should be working
together. What would be the best time ____________ or
___________?
2. You’re right, the market is slow compared to 3 years ago and did
you know that homes were still selling in our market last month? It
would have been great if yours was one of them, wouldn’t it? Let me
stop by and show you what I’m going to do to make sure that your
home is one of the ones that will sell this month. What would be the
best time _______ or ________?
a. 86
The calendar year 2008 ____________
b. The calendar year 2009 ____________
c. The calendar year 2010 ____________
2. What are you projecting for closed transactions for the year 2011?__________
6. 109
How many contacts do you make in an average week? ________
7. 60
How many hours do you work in an average week?____________
8. 15
How many listing presentations do you go on in an average month? _________
46
10. How many listings do you have in inventory at this time? _________
56%
11. What percentages of your listings sell? ______________
12. How many years have you been attending and participating in MFO training?
11 yrs
___________
8 ½ yrs
13. How many years have you been involved in One on One Coaching? ________
14. How many hours a week do you spend in role-play and practice? 4 ½ hrs/wk
___________
Ask someone who else in their office besides them practice and role-play?
16. What changes have you made to your business to adapt to this market?
Just listed and just sold contacts are a good example of “playing the
numbers game” as well as being a very solid method of expanding your
influence in an area in a very quick manner. Don’t think for a minute that
these are a method of prospecting that you should not be involved in.
These work.
And … I was wondering … who do you know that would like to move into
your area?
2. How long have you lived at this address? (10 yrs) Great!
4. How did you happen to pick this area? (Job transfer) Excellent!
We know when someone sells a home … usually two more sell right
away … So I was wondering …
2. How long have you lived at this address? (10 yrs) Great!
4. How did you happen to pick this area? (Job transfer) Excellent!
Early in his career Mike put together what he called “The Listing Process”
and used it every day to build his own successful real estate business. At
the same time, he was sharing it with other Agents in his company, who
used the same system and went on to build very productive careers using
this process.
For the last 30+ years Mike has taught hundreds of thousands of Agents
the MFO listing process and as a result, hundreds of thousands of Agents
have succeeded at a very high level using these thoughts. We want to go
through the entire listing process today and teach you exactly what you
have to do to become an effective and productive Agent. Mike would like
each of you to follow this process verbatim (keep your ego out of the way
and don’t change it). It will help each of you secure a higher percentage of
the listing presentations you go on. Remember if we can increase our
closing percentage, we’re earning additional income with no more time
spent. Here is the process.
g. Market statistics
Step 3 … Call back and confirm they’ve reviewed the package and are
prepared for your appointment.
Step 5 … Follow the scripts verbatim … either using trigger cards or using
the script pages from this workbook.
2. Are you planning to interview more than one agent for the job of
selling your home?
5. When I see you … how much do you want to list your home for? As
a professional Real Estate agent, I study homes and prices every
day … therefore I assume you’ll list with me … at a price that will
cause your home to sell … correct?
7. Have you ever thought about selling it yourself? (No) Terrific! (Yes)
Interesting.
8. Will you help finance the home for the buyer … or do you want your
cash out? That’s great!
10. I’ll be sending over a package of information … will you take a few
moments and review it? Thank you.
12. So you know … our meeting should only take between five to
twenty-five minutes … is that ok? I look forward to seeing you on
_____ at _____.
Hi … thanks again for having me over … I’m excited about getting your
home on the market … and getting it sold …
2. Will you price your home to sell … or do you want to keep it on the
market for a long period of time? ( ) Great!
All we need to do now is simply … sign the contract … so I can help you
get what you want … in the time you want … won’t that be great?
Only close for the signature at the end of the One-Minute Presentation
when you have qualified and know the following:
5. Let’s quickly take a moment and review the questions I asked you
over the phone …
G) You did (did not) want your money out … correct? Wonderful!
10. For example … if you were going to purchase a new car … and one
dealership had a car for $20,000 … and another dealership had the
same car for $20,000 … but … it had a CD player and fancy rims …
Which car would be more valuable? … Why?
11. What if the first dealership … put the car with NO CD player and
rims … on sale for $15,000 … Which would be a better value then?
… Why?
B) Have more features and benefits … for the same price … Does
that make sense? Good!
13. So … unless you are planning to add more features and benefits to
your home … Are you? … (No…) price is the only issue … Can I
show you what I mean?
14. What price do you feel we should use … to create value in the eyes
of the buyer … and get someone to decide to buy your home versus
the competition?
15. Now that you’ve seen these prices … I’m going to recommend a
price of $_____ … will you (name) … list your home with me … for
that price tonight?
16. All we need to do now is simply … sign the contract … so I can help
you get what you want … in the time you want … won’t that be great?
19. Specifically … why do you feel your home is worth $_____ more
than your neighbor’s?
22. Let me ask you a question ... If a buyer wants to buy your home …
but … they plan to get rid of _______ … the moment they buy your
home … how much is it worth then? Exactly!
23. Did you add that to your home for the next buyer … or … for your
own enjoyment?
24. If you were purchasing a home … and two similar homes were for
sale … one for _______ and one for _______ … which would you
buy?
25. Wouldn’t you want to use the extra ______ … to do what you
wanted to the home?
26. Don’t you think most buyers would feel just like you? Of course
they would.
All we need to do now is simply … sign the contract … so I can help you
get what you want … in the time you want … won’t that be great?
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The Following Are the Steps I Take to Get a Home Sold … the
“Pro-Active Approach”:
4. Develop a list of features of your home for the Brokers to use with
their potential buyers.
5. Fax a features sheet to the top _____ agents in the marketplace for
their potential buyers.
8. Prospect _____ hours per day and talk to _____ people per day
looking for potential buyers.
11. Will use 800InfoHomeLine to generate buyer leads for your home.
12. Keep you aware of the various methods of financing that a buyer
might want to use.
13. When possible have the cooperating Brokers in the area tour your
home.
14. Follow-up on the salespeople who have shown your home … for
their feedback and response.
17. Handle all the follow-up upon a contract being accepted … all
mortgage, title and other closing procedures.
“Mr. and Mrs. Seller … there are two ways to get a home sold once it is
listed. They are … wait for a buyer to show up, or wait for another agent to
bring a buyer to it. Or … I can spend my time trying to find a buyer or
promote other agents to bring one to us. I’ve chosen the second method
… okay?
“As I’ve written, my objectives are the following …” (Read the 3 objectives
… or ask them if they had a chance to read them from your pre-listing
package.)
Read #1 … “Are you familiar with how our MLS works here locally?” Yes or
no … “As you know there are ____ members of our local Board … A small
percentage may have a prospect interested in your home at this time …
you do want me to submit your home to MLS don’t you?
Read #2 … “As you can see from our discussion price is always a major
factor in selling a home, would you agree that we have to open our market
as wide as possible?”
Read #3 … “Our office has a weekly meeting of the agents to promote our
listings to each other … is there anything in particular you would like me to
tell them?”
Read #4 … “Would you share with me the various features you’d like me to
list on the features sheet please?”
Read #5 … “I’ve developed a list of the top 25 agents in the area, the ones
like myself who are very active in the marketplace … is there anything in
particular you’d like me to tell them? Are there any agents you’d also like
me to notify regarding your home being for sale?”
Read #7 … Go on to #8
Read#9 … Go on to #10.
Read #11 … “Unfortunately you and I can’t control who shows the property
or the qualifications of their prospects … I’ll do the best I can to convince all
the agents to pre-qualify … okay?
Read #14 … “Would you mind keeping the cards of the salespeople, so I
can pick them up and follow-up? Where would you like to keep them for
me?”
Read #18 … “This is the part we all like the best, it’s when you get your
94% and we get our 6% … are there any other questions about what I’ll be
doing to get your home sold?”
Powerful Close #1
Powerful Close #2
Powerful Close #3
Is there anything else stopping you from listing your home with me
tonight? Sign the contract.
Powerful Close #4
“They thought you were terrific … They wanted to give you a chance
but … I convinced them to … list with me tonight! If you hav any
buyers … go ahead and bring them by … the lockbox will be on the
door tomorrow morning!”
Powerful Close #5
Mr. and Mrs. Seller … Based on your time frame … what you want for
your home … and the marketing and exposure you need … I’m the
right person for the job … Put me to work for you right now … Sign the
contract.
Powerful Close #6
Have you noticed that all Realtors say basically the same thing? Let
me show you how I separate myself from my competition … (Show
track record)
If you were going to hire a doctor to perform surgery … would you hire
someone who does it now and then … or … the doctor who’s done it
day in and day out for years?
Why?
Powerful Close #7
Powerful Close #1
B) Have I shown you the other homes on the market similar to yours?
So buyers have other options … don’t they?
D) Did you buy this home with all the extras? … or did you add them
for your own comfort and enjoyment?
Powerful Close #2
I’d rather receive 10 offers and give us the power to negotiate … than
list at your price … and not receive any offers at all … (Name) … let’s
start tonight at _____ … Go ahead and sign the contract.
Powerful Close #3
I’ll put the home on the market … at that price … for the next two
weeks as an experiment … If we have lots of showings and no offers
… the market is telling us it’s priced too high … If we have no
showings and no offers … then the market is telling us this price is
waaay too high!
1. Our success in getting listings sold always starts with the price
_________________________
________________. The sooner we price it right, the faster it sells,
the smoother your business runs, the happier the seller is and the
more money you make.
9. Once the listing has been taken over-priced (if you have done this),
you’ll be updating them regularly
let them know that _______________________________________
__________________ about pricing. Call them a minimum every
two weeks regarding the price.
at market value
10. Remember that any Agent can list a home ____________________
____________________ or above market value but only great
Agents can list homes to sell.
The following are Price Reduction Scripts that you can take home and use
on Monday, to do a better job for your seller.
1. Hi ______. This is ______ from your Real Estate office. How are
you today?
3. Right now there are ______ homes for sale in our MLS area.
8. At this time, your home has been on the market ________ days.
Were you aware of that?
11. Based on this, what do you think the market is telling you about the
price you’re asking for your home?
12. Let me ask you this …. How soon would you like your home to sell?
13. I’d like to tell you what I think has to be done to get your home sold
at this time. Would that be okay?
14. Mr./Mrs. ________, after three to four weeks of being on the market
and you having a lot of showings and your home has still not sold, it
means your home requires a minimum of ______ price adjustment.
15. Also after three to four weeks, if your home is not having any
showings or very few, your home requires a price reduction of at
least _________.
16. So based on the showing activity that you’re having, wouldn’t you
agree we have to make a price reduction today?
17. Mr./Mrs. _____, let’s do this. Let’s go ahead and adjust the price of
your home in the MLS by _______ and I’ll continue to work and get
it sold. Any questions?
1. Thanks for taking the time to meet with me. This tells me that you
are also very concerned that your home is not sold.
2. Let’s take a look at what’s happened since we’ve listed your home
for sale.
4. Wouldn’t you agree that being able to generate this activity tells us
we are doing our job but the market isn’t accepting what we are
doing?
5. Mr./Mrs. _________ are you aware of how many homes are on the
market in this area? Are you aware of how many have sold in the
past 30 days? I’m sure you realize that currently there is _______
supply on the market, competing with yours.
6. I’m also sure that you’re aware of what’s going on behind the
slumping home sales … are you aware of what’s happening with the
lending institutions?
a. Tougher qualifying
8. Let’s take a look at what the market is telling us about your home …
review the new CMA.
9. Based upon the competition and the homes the buyers have
actually selected to purchase, what price do you feel we should
offer on your home to get the same success?
10. To ensure that your home sells, would you reduce the price of your
home by _______?
11. Many buyers won’t hesitate to offer 10% less than your asking price
to start negotiations if they feel your home is priced properly. As
you can see, your home was not one that the buyer selected to
purchase last month.
12. Doesn’t it make sense to get your price down to ________ to get
your home sold?
4. I’ll have to give you the listing back … _____ I know this is tough …
which of the four is better for you?
Mr. and Mrs. Seller … based on my knowledge … it seems you’re still the
highest bidder for your home … we need to go ahead and reduce the price
by _____ … tonight!
Hi _____ … I’m calling in with your weekly update … in the last 7 days,
we’ve had _____ showings … and _____ offers … As we’ve discussed …
it’s time to … reduce the price … so we can create some activity and
receive some showings.
Let’s start by thinking about three important questions that can have a
major impact on your business and your profitability. First … what changes
do I have to make to increase my overall productivity? Third … am I willing
to do something right now to increase my productivity?
Why do most Real Estate people fight using canned presentations and
scripts? Let’s see if any of these answers apply to you.
3. We don’t know what the scripts are, so therefore, we can’t use them.
What are the advantages to the prospect, customer and ourselves in using
scripts and canned presentation?
So how do we internalize the scripts or make the scripts part of us? It starts
with our mindset. First … we have to create a positive expectation of
knowing the scripts inside out, backwards and forwards. We have to say to
ourselves … “As I learn these scripts … these great things are going to
happen in my life.” Second … write out every day for 30 days the five
positive benefits you’ll receive when you learn your scripts and dialogues.
For example, more production … more income … children’s college fund …
a long needed vacation … a substantial savings account.
Third … write out every day for 30 days the five negative consequences
that will happen if you don’t learn your scripts. For example, a lack of
income to pay my bills … having to keep driving the old car … no vacation
for my family. Fourth … write out your production and income goals and
affirmations for 30 days because of the scripts … “I do sell more homes
every month because of these scripts and earn $30,000 in income.”
1. Take the first sentence of the script you’re working on and read it
out loud five times. For example, “When do you plan on moving? …
When do you plan on moving? … When do you plan on moving? …
When do you plan on moving? … When do you plan on moving?”
2. Repeat the same sentence out loud, five times with a huge smile on
your face. You will notice a difference in your tonality when you say
it with a smile. “When do you plan on moving (smile).”
3. Take the second line of the script you’re working on and read it out
loud ten times, with a big smile on your face.
4. Now for the hard part. Put your script card down, don’t look at it and
then chant the first two questions out loud ten times with a big smile.
Any time you make a mistake, you go back to the beginning and
start over.
5. Do that exercise for five to six sentences of the script you’re working
on and any time you screw it up, go right back to the beginning. Just
add a sentence to the end of each one, each time … Just think,
you’ll read them out loud 500 to 600 times and start to internalize
them.
6. Now to really get them into your heads … say the same script out
loud as fast as you can five times in a row. Do the first sentence
alone, then the first and second sentence, then the first, second and
third sentences. Remember, five times in a row as fast as you can.
Your chances of stumbling when you’re actually reading the scripts
at a normal speed after you’ve practiced and chanted is very small.
The scripts at a normal speed after you’ve practiced and chanted is
very small. The scripts will start coming out of you naturally and
instead of thinking about what you have to say next, you’ll simply be
able to listen to how the customer is responding.
If you want to take your scripts to the next level in terms of internalizing
them … try the following:
1. Create your own affirmation tape of all the scripts you use, in a
regular tone of voice and a huge smile on your face. As you listen to
these tapes, you’re affirming to yourself what you know.
2. Write out personal affirmations about your scripts each day. For
example, “I know my scripts well … I am great at my scripts.
They’re the reason why sellers hire me … I follow my presentation
every day.”
MINDSET
Mindset … is almost as difficult to control as our ability to use our skills for
our job every day. Everybody has a story, everybody has an excuse and
everybody has some big reason why they cannot mentally do what they are
supposed to do.
If your goal is to be a lot more productive than you are today, and more
importantly build your business to the highest level possible we have to
take control of what goes on inside our heads. Until we do that, we’re not
going to be able to use the skills that we’ve learned the last four days to the
degree that we should. Let’s look carefully at the following points on
mindset.
4. we have a number of
Every day in the Real Estate business, ______________________
options we’re faced with
______________________________ … do we follow our schedule
… do we spend time prospecting … do we follow-up on our leads …
do we decide to succeed that day … or do we allow the option
called “failure” to be part of our day? If the option called “failure” is
something you face as the day progresses … Stop. Stare it down.
Eliminate it.
5. In Real Estate sales, as with almost any sales job, there will be
daily ups and downs that we encounter
_____________________________________. The ups are exciting
and the downs are depressing. To eliminate the down moments or
down cycles of a day, we must develop an intense desire to achieve
our goals, which will keep our mind strong.
11. “You become what you think about most of the time,” Earl
Nightingale. As long as we’re thinking about the plans that we have
and we keep those plans foremost in our minds, we are setting
ourselves up for positive results and mindset.
12. “What the mind of man can conceive and believe, they can
achieve,” Napoleon Hill.
HANDLING OBJECTIONS
We’ve now had the fun (ha ha ha) of working very hard on how to deal with
the buyer … how to develop business from past clients and centers of
influence … how to do lead follow-up … worked on listing for sale by
owners and expired listings … what to say on just listed/just sold calls …
the entire listing process … and some thoughts on doing a better job in
terms of controlling your thought process.
2. direct correlation
There is a ______________________________________ between
the number of objections you’ll receive and the strength and quality
of your presentation. Keep working on strengthening your
presentation to bring buyers and sellers to your side quickly.
7. never change
Since objections _____________________________ … and do not
change … simply know the answers, which gives you confidence
and gives the prospect confidence in you.
c. Understand that the client will believe you when you believe
you.
I agree you can save the commission by selling it yourself … are you
aware that today over _____ homes are for sale … last month only
_____ actually sold … that’s a _____ month supply of homes … if no
other homes come on the market … and … last month ______ homes
went on the market! (Wait for answer)
And what’s worse … is the fact that only 2% of all For Sale By Owners
sell themselves … and 98% are listed and sold by Real Estate agents
… Can you afford to have only a 2% chance of selling your home?
Let’s do the right thing and simply … sign the contract … so I can help
you get what you want in the time you want … won’t that be great?
Most people won’t even bother looking at properties that are priced too
high … would you rather have a bidding war on your home … or not
have an opportunity to negotiate any offers at all?
That’s great … and since three minds are better than two … let’s think
out loud … together … tell me … what are you thinking about?
You’re right … this is a big decision … isn’t it? Yet … the decision
must be made based upon what you want … correct?
If you say no … I’ll rip up the contract … and you have no obligation … if
you … say yes … I’ll begin marketing your property immediately … either
way …
I can appreciate that … and what you probably don’t understand is this …
An agent that will … list your property … overpriced … assumes they can
take the listing now … and then start beating you up on the price … week
after week after week after week … is that what you want? … Who would?
Let’s do the right thing … and simply … sign the contract … so I can
help you get what you want … in the time you want … won’t that be
great?
That’s a valid concern … and let me ask you … are you aware … that
there are two kinds of Real Estate agents?
I can appreciate that … can I tell you why that makes me nervous? If
other agents do not have the courage … to stand up to you …
regarding their own worth … how strong could they possibly be …
defending you … and the price we set for your home? ________ I
have that courage … do you feel I can sell your home? (YES) Terrific!
Good Morning,
Your listing has expired, right? Why don’t I stop by and take a look at your
home? I think that while I’m there I can give you some ideas as to why
your home did not sell. That way if you decide to put your home back on
the market you won’t make the same mistake twice. Does that make sense
to you?
Key Point: A high percentage of your sign calls are going to be sellers, not
just buyers. When the call comes in, before answering any questions, ask
the following:
3. What would be the best time to stop by and talk to you about
purchasing / renting a home?
SHOWING PROPERTY
Please review each point carefully before taking your buyer out to sell them
a home.
3. Don’t take anything with you while you go to show the property
except the contract.
8. Always call back and explain why you didn’t show a home you were
supposed to.
11. If the buyer is motivated to buy, don’t quit showing them property until
they buy.
14. As you approach the front door say, “Let’s look at this home as if it
were vacant.”
15. Once inside the front door say, “Make yourselves at home. I’m here
just to answer your questions.”
17. Try to save something good for last. But show it to them first.
19. Be enthusiastic.
23. Never make statements, only ask questions while showing property.
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