30-Minute Power Listing Presentation

Session 13

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Presenters Tony DiCello

» Austin, TX

» MAPS Director

Dianna Kokoszka

» Austin, TX

» VP of MAPS

A copy of this presentation is available for download at www.kellerwilliamsuniversity.com

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Purpose

Learn what to say, and when to say it, to nail down listings quickly in this buyer’s market.

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Preparing for Your Presentation

Prequalify your appointment.

» Look for sellers that “have to” sell, not “want to” sell.

» Learn about the sellers.

• Motivations

• Objections

• Competition they will interview

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Prelisting Package Keys

Your value proposition Sellers rank their concerns

Testimonials about agent

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Prelisting Package Do Not's

Do not present your marketing plan.

Do not include puffery.

Do not include features not a benefit to the client.

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Market Statistics and Graphs

Know your statistics.

Graph the information.

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Prequalifying Script

Ask questions.

Be prepared.

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Prequalifying Script (continued) Where are you moving to? When do you need to be there? Why are you moving? What price do you realistically want to list for? What do you owe on your home, 1st, 2nd, 3rd? Are your payments current? Have you thought of selling for sale by owner? What would happen if your home doesn’t sell?

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Prequalifying Script (continued) What are you looking for in a Realtor to sell your

home? Please tell me about your home: how many

bedrooms, bathrooms, size of the garage, etc. How would you rate your home on a scale of 1–

10, 10 being great. What would make it a 10, please explain. Should I talk to any other decision makers? Do you have any questions of me?

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Making Your Listing Presentation

Show 100% focus.

Learn verbatim.

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14-Step Marketing Plan for Listings1. Staging and Pricing Strategies2. For Sale Sign, Rider Signs, and Directional Signs3. Tube or Box with Fliers and Distribution of Fliers in

Neighborhood4. Fliers in House/Home Book/Comment Cards5. MLS6. Web Listings with Virtual Tour (Strategic Placement)7. House Featured in "Marketing Vehicle" (Calendar, etc.)8. Open House Program9. Email/Fax/Voice Broadcast10. Track Showings/Collect Feedback11. Target Marketing12. Weekly Seller Updates13. Property Caravans14. Creative Marketing Ideas (10K, Cable, etc.)

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Listing Presentation

30 minutes to complete

Question based

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Pricing the Property–Useful Phrases

1. NAR tracks statistics and states that 10 showings, no offers, or 2 weeks without a showing means the home is overpriced.

2. I don’t make the market, I only interpret it.

3. Don’t kill the messenger. I am only delivering the message the market is stating.

4. Anytime you feel uncomfortable then you know I am telling you the truth. You do want a Realtor to be honest, don’t you?

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Points to Remember About Pricing

1. If you want your business to run smoothly and not have properties sit on the market, price them right.

2. Complete a monthly market study. So you always know how many homes are on the market and how many sold last month.

3. If you want to know every price range on the market, a complete market study should be used. Show how many properties are on the market in that price range and how many

sold and what the absorption rate is.

4. When we are pricing property, we tend to talk too much—keep it short.

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Points to Remember About Pricing (continued)

5. In order to get the home sold fast, you must price it right to sell in 30 days.

• In a buyer’s market, real estate becomes a commodity

• Always tell the truth on price, no matter how uncomfortable

• 80% of marketing is price

• Law of Supply and Demand

• Definition of Value: More for the same, the same for less

• Pricing/Time Graph

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Handling Objections

Other agents to interview

Think it over

Will you cut your commission and/or other agent will sell for less commission

Other agent said they could get me more money

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Handling Objection Tips Don’t confuse objections with conditions. An objection is a question in the mind. When your presentation is strong, you will get very few

objections. Change your presentation to address the objection up

front. Have two or three responses for the most common

objections. Logic makes them think and emotion makes them act, so

use both when handling objections. Go back to motivation often, to bring up emotions.

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Handling Objection Tips (continued) When someone wants to work with you is when you will

hear objections.

Don’t argue with them.

Always agree with them.

Ask a lot of questions to make certain you understand

exactly what they are saying.

Listen to their answers.

Isolate the objection.

Handle the objection and then ask for the order.

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Closing Scripts

Ask for the listing!

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Price Reductions Thoughts

» Prepare seller for a lower offer.

» Get an extension of listing.

» Ask for price changes every 14–21 days or 10 showings.

» Use the Law of Supply and Demand when presenting for price changes based on the MLS statistics.

» Always go back to the seller’s motivation–2 questions.

» Don’t chase market down.

» Don’t take too small a reduction.

» Offer extreme customer service.

» Follow up on all showings for feedback in writing.» Set weekly price reduction goal so all listings are reduced

every 14–21 days.

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Price Reductions (continued)

Rate Listings

» Put listings in monthly order of sales with or without price reductions.

» Sell enough each month to reach goals.

Thanks for Being Here!

Don’t Forget to Complete Your Evaluation

of Session 13!