Learn How Social Media Affects Your Chances Of Getting Hired
Getting Hired By Expireds Part 2
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Transcript of Getting Hired By Expireds Part 2
*Prep for This Week’s Session*• Test run the automated pieces of the presentation before the meeting
(slides 14-18 and slides 25-32).
• Speakers for the automated pieces. Note: Every automated slide has in the lower right corner so they can be easily identified.
• Have copies of the Diagnosis Checklist available to distribute on slide 18.
*Delete this slide before presenting *
This Week’s SessionThis Week’s Session
Building the relationship is the first guideline to follow for getting hired by expireds, but it is not the only one.
In order to secure – and sell - this listing, you need to follow two additional guidelines.
Let’s look at the second guideline.
Getting Hired By ExpiredsLet’s focus on the 2nd guideline:
1. Develop the relationship before the listing expires.
2.Diagnose the reasons why the listing expired.
3.Show how your approach will get their house sold – this is your prescription.
2. Diagnose the ProblemBefore you can help, you need to understand why the original marketing plan hasn’t worked.
Let’s assume that you’ve gotten invited in. While you’re talking to the seller, what are some questions you could ask to diagnose the problem?
Let’s share some ideas, then we’ll look at a diagnostic tool.
2. Diagnose the Problem
Using the Diagnosis Checklist…
Use this checklist to ask the right questions to identify why the house hasn’t sold.
2. Diagnose the ProblemGoals of Diagnosis Checklist:
1.To understand Brand X agent’s marketing plan.
2.To understand what the seller thinks about the agent.
3.To engage the seller in listing with you.
4.To show you’re different.
5.To identify opportunities for you to provide a solution.
Here’s the checklist.
Let’s review it together.
2. Diagnose the Problem
At what point should you start using the checklist?
•If you’re previewing…after they give you a tour, ask for permission to ask them some questions.
•If you’ve been invited in…the same applies. Ask for a tour, then ask for permission to ask them questions.
2. Diagnose the Problem
Here’s a great sales technique for using this checklist:
•Sit down with the seller and fill out the first two items for them.
•Then hand the pen and checklist to the seller and ask them to fill out the rest while you talk them through it.
•Getting them involved is a way to engage them in seeing you as the solution.
What’s Next?
You’ve completed your Diagnosis Checklist. Before you leave:
•Don’t provide any solutions – yet•Leave behind your profile/personal information and the Weichert Brochure•Set up the 2nd appointment now
Let’s move to the third guideline.
Getting Hired By ExpiredsLet’s focus on the 3rd guideline:
1. Develop the relationship before the listing expires.
2.Diagnose the reasons why the listing expired.
3.Show how your approach will get their house sold – this is your prescription.
3. Create Your Prescription
Analyze what you learned on your checklist:
•What can you and Weichert do better?
•Learn from the prior agent’s mistakes!
3. Create Your Prescription
Create a plan to demonstrate how you and Weichert will be the difference in getting their house sold.
Real Life Scenario• Let’s look at a real example of a
listing that was about to expire and how Cheryl, a Weichert Associate, got the listing sold.
• We’ll listen to her situation.
• Then we’ll look at what she learned by using the Diagnosis Checklist.
• Together we’ll create a prescription.
Cheryl, a Weichert Associate
• I had an Open House and invited a seller whose house wasn’t selling.
• The seller invited me in to their home and showed me around.
• I used the Diagnosis Checklist to understand why the original marketing plan failed.
• I’m going to tell you what I learned.• I’ll give you a chance to discuss what you
would do that would be different from the Brand X agent.
• Then I’ll tell you what I did and the end result.
My SituationMy Situation
Facts About This Listing
8 Aspen Court8 Aspen Court• 4 bedroom, 2½ bath with 2 car
attached garage • 20 year old Colonial on quiet
residential street • Listed 10 months with 2-person real
estate brokerage in neighboring town• List price $599,900
Here’s What I Learned By Using the Diagnosis
Checklist• Listing broker’s office has part time
office hours • Office located out-of-town• List price to tax assessed value
placed it in “reasonable” range for pricing
• Electric heat • No broker Open House• One public Open House
Here’s What I Learned By Using the Diagnosis
Checklist• MLS did not promote or show photos of
updates and good structural condition of the 20-year old house which had:– new kitchen– new baths– new siding– new roof – in-ground pool
Click to the next slide.
Now It’s Time to Create a Prescription
Let’s look at each of Cheryl’s observations and figure out our solution.
Once we’re done providing all of our solutions, we’ll hear Cheryl’s prescription for each one.
Let’s look at each observation then provide our solution.
How Can Weichert Help?
Cheryl’s Observation:1. Listing broker, a two person office with
part time office hours, limits access to buyers and broker inquires.
Out of town broker location restricts broker networking and exposure.
What can Weichert do differently? Let’s share some
ideas.
Cheryl’s Observation:2. The price was dropped one month ago.
What can Weichert do differently? Let’s share some
ideas.
How Can Weichert Help?
Cheryl’s Observation:3. Electric heat source doesn’t appeal to the
majority of potential buyers.
What can Weichert do differently? Let’s share some
ideas.
How Can Weichert Help?
Cheryl’s Observation:4. No broker Open House and only one
public Open House.
What can Weichert do differently? Let’s share some
ideas.
How Can Weichert Help?
Cheryl’s Observation:5. Given the house’s age, none of the major
structural condition or updates were promoted– New kitchen– New baths– New siding– New roof– In-ground poolWhat can Weichert do differently? Let’s share some ideas, then we’ll hear what
Cheryl did.
How Can Weichert Help?
Cheryl’s Prescription
Now let’s here what Cheryl did for each observation she made.
Cheryl, a Weichert Associate
How Can Weichert Help?
Observation:1. Listing broker two
person office with part time office hours limits access to buyers and broker inquires.
Out of town broker location restricts broker networking and exposure.
How Weichert can help:
• Local Weichert Office has 80 full time sales associates.
• Weichert office hours 7 days, 80+ hours per week – always available. Other Weichert offices nearby.
Cheryl’s Prescription
Observation:2. The price was
dropped 1 month ago.
How Weichert can help:• Validated their price by
doing a Price Trend Analysis.
• Continue to monitor prices in a rapidly changing market, and if appropriate, adjust price based on new information.
Observation:3. Electric heat
source doesn’t appeal to the majority of potential buyers.
How Weichert can help:• Seller offered
concession. Added concession to comment section of MLS and placed placard at home with explanation.
Cheryl’s Prescription
Observation:4. No broker Open
House and only one public Open House.
How Weichert can help:
• Broker Open House held on new listings
• Public Open Houses held weekly with directional signs
Cheryl’s Prescription
Observation:5. Given the house’s
age, none of the major structural condition or updates were promoted– New kitchen– New baths– New siding– New roof– In-ground pool
How Weichert can help:
• Repositioned copy to highlight “like new” property condition
• Added multiple pictures of exterior, pool/landscaping, new kitchen, baths, etc.
Cheryl’s Prescription
The End Result
SOLDSOLD $595,000 $595,000Within 32 days with Within 32 days with
Weichert!Weichert!
Click to the next slide for more tips.
More Tips for Getting Hired By Expireds
• Search your MLS for dates when listings are scheduled to expire.
• Set up a reminder 45 days in advance of listing expiration.
• Schedule with the seller to preview their home right away, 45 days before expiration.