The Tim & Julie Harris Real Estate Coaching Listing...

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The Tim & Julie Harris Real Estate Coaching

Listing Presentation Guide Goal The goal is to easily and efficiently list any property in any price range in any market, through the use of the proven, Tim & Julie Harris Real Estate Coaching listing presentation. Your ability to take listings will only be limited by deciding which ones you want and how much time you can devote to presentations. Philosophy When you ask questions and listen closely to what sellers are in need of, you will understand what to give them. When you handle their objections and questions throughout the presentation, objections at the end are almost entirely eliminated. This makes the signing of the contract with you an easy decision for the seller to make. Not all sellers are the same so learn to use Tim & Julie Harris Real Estate Coaching techniques to choose the tools necessary to meet your seller’s needs. Our presentation provides you with the versatility to help all types of sellers, and works to eliminate the most common objections throughout the presentation in order to make the close easy and natural, netting you more signed listing contracts in less time. The Proven Home Selling System consists of:

1. Pre-Appointment Seller’s Questionnaire 2. Pre-Listing Package to be delivered prior to the appointment 3. Seller’s Real Estate Survival Guide 4. Listing Presentation 5. Powerful and proven close 6. Follow up scripts for after the listing 7. 12-week Seller Communication Plan

Instructions Use this step-by-step guide to learn each part of the Tim & Julie Harris Real Estate Coaching Proven Home Selling System. Do not cut corners. Do not use half of the presentation. Do not mix other presentations into this one. Learn the system, use it, and you will see the results. We provide samples of what your presentation will look like and sound like. Your job is to learn the scripts and the system and make it your own. Once you’ve embraced the Tim & Julie Harris Real Estate Coaching Proven Home Selling System (Listing Presentation), you’ll be amazed at your results. We’ll walk you through the whole process. Let’s start from the time you’ve set the appointment.


Secret: It doesn’t matter what variety of listing appointment it is. This could be a referral, a relocating seller, a For Sale By Owner or an Expired. They could have called you or you prospected them. They may have come from a marketing piece you sent, or referred by your mother. It doesn’t matter. What you’re about to learn provides you with the versatility and the tools necessary to be prepared for any and all types of listings. So don’t overthink this. The only thing that really matters is listed below: Motivation. First we must be clear about something – scripts, presentations, tools, objection handlers and closes work best with people that actually have to sell. Let’s be clear. There’s a difference between have to sell and want to sell. If you use everything we teach and the seller is unresponsive, you’ve got the wrong seller. The “HAVE-TO SELLER” This is someone who really doesn’t have a choice. Take a moment to make a list of those people who don’t have a choice. These are people who are in one of these motivating situations:

• They are relocating. • They are getting divorced. • They are no longer able to make the payment. • There has been a death in the family. • The house needs to be sold. • They can’t afford the taxes/payment/adjustment

The “WANT-TO” SELLER This is your neighbor who keeps telling you that “if you found the right house,” they’d consider a move. This is the polite friend who says, “Sure, you can send me some emails with houses in there - if I find something I like well enough, I’d move.” In other words, they have no real motivation. Secret: One of these two types of sellers has a tendency to overprice their home. I know you can see the difference. We’ve all worked with sellers who just think, “it would be nice to get this price, let’s try it!” And we all know what happens to those listings. They become Expired Listings. Don’t let it happen to YOU! How will you know which type of seller you have? Do you have a motivated seller, or an unmotivated seller? There’s only one solution, and it’s Step #1 in our Tim & Julie Harris Real Estate Coaching Proven Home Seller’s Guide.


Step #1 is The Pre-Appointment Seller’s Questionnaire Goals of the Questionnaire Goal #1 Find out what is really motivating the seller. Goal #2 Find out their timeframe and their expectations. Goal #3 Find out what price they have in mind. (This is critical; never skip this!) Goal #4 Find out whether you are competing w/other agents, and if so, who and what the sellers are looking for in the agent they will hire? Goal #5 Find out what the most important things are to the seller so you can deliver. Secret: You will only cancel the appointment if the seller is unrealistic regarding price, or if they are not a Have-To Seller. Usually this is the same thing. Secret: Do not throw in the towel and cancel the appointment if the seller isn’t answering 100% the way you want. You probably just need to ask more questions and use the entire questionnaire before you make your decision. Many people are not very good on the phone and need time to become comfortable answering your questions. You’re talking to them about selling their home for a reason. Be careful not to pre-judge the situation. Use the following Questionnaire for 100% of your appointments. If you don’t use it, it’s at your own peril. You’ll be like all the other agents that show up and wing it without even knowing why the seller wants to sell, where they’re moving to, when they need to get there, or what the seller values the most in a listing agent. Don’t say we didn’t warn you. 100% of the time means 100% of the time. No exceptions, ever, even if it’s your Mom’s house. The Questionnaire is on the next page. It’s that way so all you have to do is take it to the copy machine, make a bunch of copies and start using it today! Fill out the top of the form, and all of the answers prior to your appointment. Review the seller’s answers prior to your meeting so you’ll be more prepared to fulfill their needs and speak to their own personal goals regarding the sale of the home. Keep the Questionnaire in the Listing File. Yes, that’s right - they’re already in a Listing File, because you will be taking the listing, almost for SURE, because you’re using the Tim & Julie Harris Real Estate Coaching Proven Home Selling System. You’re not just winging it.


You’ll also value this questionnaire as a reference point later in the listing. If you need price reductions, it’s a powerful advantage to know why the seller is moving, what is their absolute move date, and any other hot buttons that you need to be aware of. The sellers will respect you more because you’ll understand and appreciate their situation. When sellers know you care, they tend to work with you much, much more easily, accomplishing your goals and theirs. So, go print out a bunch of these and start using them. Go on, do it NOW!

[Your Name] Pre-Appointment Seller’s Questionnaire Seller’s Name(s): Price Range: $ Seller’s Phone Numbers: Seller’s Concerns: Property Address: City: Zip: Moving Why? Moving to Where? Must be There by When? This client will also: Buy a home locally/sell additional property locally/need an agent referral

Hello, ________________. Hi, this is _____________, with _______ real estate company. I’m just calling to confirm that we’ll be meeting at ___(time), on ___(day). I’m really looking forward to seeing your home and getting to know you better. Before we meet, I have a few quick questions for you that will help me best prepare for our appointment. Is this a good time? Great, it will only take a few minutes.

1. First, remind me again why you’ve decided to make a move?

2. Ideally, how soon do you need to be moved?

3. Will you be moving locally or out of state?

4. Could you tell me a little bit more about your home? Especially things I wouldn’t be

seeing in the public record like any additions or improvements to be aware of?

5. I’m curious; will you be meeting with any other agents?

6. (IF YES): What do you need to know from the other agents?

7. Great,___________. I appreciate you taking the time tonight. When we meet, what price are you thinking you need to get for your home?

Seller: “Well, we don’t really want to say. That’s why we’re having you out, to see where you’d price it.” You: “I can certainly appreciate that, Mr./Mrs. Seller. But let me ask you this – I’ve found that when a person is getting ready to sell, they pay pretty close attention to what’s happening in the neighborhood. Which of the homes that have recently sold is yours most similar to?”

8. I’ll be preparing an estimated net sheet for you, Mr./Mrs. Seller. How much do you owe on the 1st mortgage? $_______________. And is there a 2nd mortgage?______. Okay, and how much is owed on that one? $______________________. What price you won’t go below? $____________. (If they won’t tell you, you can ask: “If someone offered, say: $___________, would you at least consider it?)

9. Okay, just a few more items. Are you considering selling it yourself?_________

10. Great, I also want to let you know that I’ll be sending over a package of information for

you. It will contain some market information for you as well as some items that are unique to me and my company. Can you take a few minutes to review it before I arrive?

11. Thanks, Mr./Mrs. Seller - what questions do you have for me?

Secret: If there are any OBJECTIONS mentioned such as price, commission, etc., your response is simply: “That’s a great question, Mr./Mrs. Seller, I’m writing that down and I’ll make sure we discuss that when we meet on __(day)__ at ___(time)____.” Secret: Be sure you write down their concerns so you can be ready at the listing appointment. You have the tools to deal with anything that comes up but only if you know what that objection or question is. This is a critical point in the process. Skip it at your peril.

12. Excellent, Mr./Mrs. Seller. I really look forward to our meeting. It’ll only take a half hour or so. Look for that package of information I mentioned. See you soon!

Things to remember about this seller, and / or their situation:

APPPOINTMENT IS SET FOR:_______________________________________ PRE-LISTING PACKAGE SENT OUT ON:______________________________ I DO / DO NOT need to bring information on homes to BUY for this Seller. This home is in the __________________ school district. There are _________ homes like it on the market in the area. ________ homes like it sell every month. There’s a ______ month supply for sale. The Days on the Market in this neighborhood average _________. The List to Sell Price Ratio in this neighborhood is about _______%.


Excellent work! Now you know a LOT about the seller and the seller’s situation. This should seem to be an easier process already. Gone is the “black magic” of how Top Producers in the area are able to list whatever they want. Gone is the nervousness you feel walking up to the front door of that listing appointment. You know exactly what’s happening with the seller. With knowledge comes confidence. Now comes another critical part in your Listing Presentation. Remember, the presentation started back when you called the seller for the appointment. Don’t make the mistake that many agents do and believe the presentation is only what happens at the appointment. The seller has already begun to make their decision, and you haven’t even met with them yet. It is best to improve your chances by sending your Pre-Listing Package. Step #2 in your Tim & Julie Harris Real Estate Coaching Proven Home Selling System is the Pre Listing Package plus the Seller’s Real Estate Survival Guide. Goals of the Pre-Listing Package and the Seller’s Real Estate Survival Guide: Goal #1 Allow the seller to review pertinent information about you and your company, which will help the seller in making the right decision. (Choosing you!) How can sellers decide after a half hour appointment that they want to trust you with the most important transaction of their life? Help them out! Goal #2 Allow the seller to think about their questions and/or objections and discover the answers to those questions BEFORE you arrive, thus eliminating 95% of the perceived conflict between agent and seller. Closing is a lot easier when they already know the answers to their biggest concerns. Goal #3 Most sellers don’t know the right questions to ask, the ones that really matter. The Seller’s Survival Guide allows YOU to give the sellers the right questions along with YOUR answers. All this happens prior to your arrival. Goal #4 Allow the sellers to focus on what’s most important to THEM. If they are someone who trusts in testimonials from your past clients, they’ll have that without even having to ask for it. If they’re a statistics person, well, you’ve provided this as well. Goal #5 You won’t have to make a new PLP and Seller’s Real Estate Survival Guide every time. You’ll have these premade and automated so you’ll save time preparing, presenting and closing.


What goes into the Tim & Julie Harris Real Estate Coaching Pre Listing Package?

1. Cover Letter, confirming your appointment time, and you look forward to seeing their home and getting to know them better.

2. Your Resume 3. Your Listing Plan of Action (what are you going to DO for them to sell it?) 4. Client Testimonials (with phone numbers!) 5. Your Track Record and / or your Company’s Track Record. 6. Items unique to you: we call these ‘Unique Selling Propositions’. 7. CMA: include several Sold comps and Active comps.

Secret: Do NOT and I mean, never quote an exact price in a Pre-Listing Package CMA. Give the seller something to look at and review without making a price opinion. Do your “real” CMA at the appointment. You’ll know more by then about the seller and about their home. Examples of Unique Selling Propositions: Communications Guarantee, Flexible Fee Structure, Easy Exit Listing, Guaranteed Home Sale, etc.

8. A page explaining any marketing you or your company performs for sellers. Caution: if you have it in there, the sellers will expect you to do it, so be honest about what you will commit to.

Other options to include in your Pre Listing Package:

9. A Team Page – if you have a team, introduce them and describe what they do. 10. A Giving Back Page – what charities are you (or your team or your company)

involved with?

11. List to Sell Price Ratio – You vs. the Average Agent. Do you net your sellers more on average? Say so.

12. Internet Marketing – many sellers value a web presence. Start with Realtor.com

and your company page. Secret: Do NOT put the CMA information at the top, right when they open the package. Put the cover sheet on the top, then your Listing Plan of Action, etc. You must “give before you get.” Secret: You MUST deliver no later than one half day prior to the appointment. Secret: Sellers LOVE IT when they receive the Pre-Listing Package right after they have spoken with you. Use a Courier service (about $8 to $11 per trip) to deliver the package, or do it yourself on the way home from the office. Do ring the doorbell and shake the


seller’s hand. Make certain you look professional when you do this!

Note: Our sample, Pre Listing Package is available online at: http://timandjulieharris.com/ How to Assemble the Pre Listing Package:

1. Use nice quality paper. Do NOT use lame-looking copy paper.

2. Use the same font, colors, logos, etc., throughout the document.

3. Place all of items in a quality company folder, or a shiny, solid-colored folder you can find at OfficeMax or Staples. Do NOT send in a boring old manila envelope.

4. Put your business card in the business card holder. (These are the folders that

have a left hand and right hand pocket).

5. Place the folder inside a waterproof, FedEx envelope with just the seller’s name and address on it. They will open it for sure, it will be protected from the weather, and other agents won’t steal it if they’re dropping off packages too.

6. On the outside of the weatherproof envelope, place a florescent-colored sticker

that says, “Caution! The contents of this package may cause your house to SELL! Open immediately!”

7. Make 20 or 30 of these at a time so you don’t have to reassemble and look for all

of the parts the day of a listing appointment. Remember, you’re a professional. Professionals are prepared. If you have an assistant, be sure they keep the PLPs assembled and ready to send.

Secret: It does matter if you send it or not. It does matter how quickly you get it there, what it looks like, and how it represents you. Secret: Using a Pre-Listing Package makes you:

• Appear more professional

• Deliver what you promise (remember the questionnaire, where you promised to deliver the packet?) Start out by doing what you promise. Sellers keep track.

• Keep yourself more organized

• Stand out from the crowd

• More prepared prior to the appointment


• More real to the seller – they typically say things like, “We feel like we already know you!”

• More versatile – there’s something in it for every type of seller and personality

This all means not using one makes you the one who didn’t get the listing. Now you have a Pre-Listing Package that is well thought out, completely professional looking, and there are at least 20 of them ready to go. What’s this “Seller’s Real Estate Survival Guide” about? Great question! The Seller’s Real Estate Survival Guide is your SECRET WEAPON. In fact, it’s so dangerous that I hesitate to share it with you. It takes a lot of work and only the Top Producers typically employ such effective techniques. So, unless you’re really ready to have a lot of listings, you can just skip over this part. You’re still here? That must mean you’re ready to assemble your secret weapon. Why is it a secret weapon? Because it is your objection eliminating tool. You see, since people don’t typically move very often, it’s difficult for them to really know what are the right questions to ask in the first place, so it ends up being all about price and commission. But as agents, we know there’s more to it than that. The solution? Give the seller a list of the most common logical and critical questions they should be asking in order to make an informed and correct decision. Deliver this to them prior to the listing appointment. Additionally, you’ll be giving them your answers, so they are very clear about what the difference between you and the other agents actually is. This will include things like your average Days on the Market vs. the ‘ordinary agent,’ your average list-to-sell price ratio vs. the ‘average agent,’ your track record, your experience, etc. It is unrealistic to expect sellers to get to know you, decide if they trust you, have their objections answered, agree to a price, and understand what you’ll do for them to get it sold, all in an hour or so at the listing appointment. The result? Many agents spend far too much time at the seller’s house. This is odd for the seller and creates a strange dynamic for the agent. Alternatively, the agent wings it, hopes for the best and leaves without a signature, because the seller still isn’t comfortable signing the contract. It really is a lot to expect of a seller in a very short amount of time. The top producers know and embrace the fact that the “presentation” begins well before they set foot in the door of the home. They know that the more rapport they can build before they arrive, and the more informed the seller is about who they are and what they will do to accomplish the seller’s needs, the more likely they are to actually walk away with their next new listing. This is why the Seller’s Survival Guide is so critical. They’ll know why they want to hire you before you even show up. What is the result? The result is shorter listing appointments, less combative sellers, nearly zero objection, and happier, more agreeable sellers. Remember that objections are


simply questions or concerns that sellers are carrying in their minds. The more answers you provide prior to the listing appointment, the more likely you are to gain not only a signed contract but a seller who understands the process and the advantages you offer. Over the next several pages, you will find the Tim & Julie Harris Real Estate Coaching “Sample” and recommended Questions and Answers to the Seller’s Real Estate Survival Guide. There are 19 Questions in total, each are designed to address a particular situation that would be “hot buttons” for prospective sellers. For example, sellers may be inclined to list with a ‘discount broker.’ There is a question and answer designed to help the seller understand why that would be a bad idea. Your assignment is to choose between 10 and 19 of the questions most suited to your use, and create appropriate and accurate answers that reflect your numbers, your track record, and your plan of action to sell the client’s home. Format for the Survival Guide:

One to two pages of the QUESTIONS, alone: the seller is to use this as a questionnaire for interviewing your competition.

One to two pages of YOUR answers to the questions, so the seller can

compare the answers they get from your competition to your answers.

Deliver when you deliver the PLP, but in a separate folder. It is a ‘stand alone’ item.

(Imagine what happens when your competitor arrives and the seller has these very powerful questions in hand. This puts the seller in control of those interviews, as opposed to when they are speaking with you – they’ll already know your answers, thus putting you in the driver’s seat, ready to execute the listing contract.) The Tim & Julie Harris Real Estate Coaching Seller’s Real Estate Survival Guide is on the following pages. It is formatted so you may simply PRINT the questions and then create your own answers. We’ve included sample answers as a guide for you to complete your own Survival Guide.

REAL ESTATE SURVIVAL GUIDE

Questions You Must Ask a Real Estate Agent in Today’s Market Fact: In today’s real estate market not every home will sell. Use this questionnaire when speaking with agents. Ask the tough questions now to avoid the problems and disappointments later. (Answers can be found on the back.)

1. What is your list price to sale price ratio for the last 60 days?

2. What is your average number of days on the market for the last 90 days?

3. What is the absorption rate of homes like mine in this area?

4. Of the homes that you listed and didn’t sell in the last 12 months, why didn’t they sell?

5. What was the percentage of homes where you represented the seller versus the

buyer last year?

6. How many homes did you sell last year?

7. Can you give me a list of the last 20 people you successfully listed and sold homes for? Please provide their names, addresses, phone numbers, and the date the home closed.

8. What other things do you do besides real estate? What other things outside of

selling homes are you involved in?

9. How many people do you speak with each day about real estate?

10. Can you show me a copy of your daily schedule?

11. Are you an expert in my neighborhood; is my home in the area you specialize in?

12. Do you have an assistant or a team?

13. Are you an active agent or a passive agent?

14. What is the maximum number of listings you have ever had at one time?

15. What is your commission rate and how does listing my home for less than market commissions negatively affect the probability that my home will sell?

16. What is the term of your listing contract?

17. What market share does your Brokerage have in this market?

18. What exclusive relationships does your brokerage have with local companies relocation departments? What local companies do you have an exclusive relationship with for relocation?

19. Do you have the LHM designation?

[Find the answers on the following pages.]

Answers to Questions You Must Ask a Real Estate Agent in Todays Market:

1. In our local market, the average list price to sale price ratio is 94.3% over the last 90 days. That means the average agent, IF they sell your home, will only sell it for 94.3% of the original asking price. Our average list to sell price ratio is 99.7%. What would 5% more in your pocket mean to you? On a $1,000,000 home that could mean another $50,000!

2. Currently, the average days on the market in our area is 147 days – nearly five

months. Our average days on the market is 46 days. That means your home sells faster, costing you less in terms of time, hassle, and mortgage payments.

3. Every real estate agent must know the absorption ratio in the market. The

absorption rate will tell us how long it will take the home to sell. The basic formula is the number of homes for sale divided by the number of homes selling each month. This equals the number of months supply. Currently in our market there is a five-month supply of homes for sale. This number is increasing daily.

4. Here is a rarely talked about fact – it’s predicted that by years end, nearly 50% of

all the homes currently listed for sale in our area won’t sell. Why? Often this is because the Sellers made the wrong decisions when they originally listed their homes. Ask the tough questions now!

5. The average agent represents buyers 80% of the time and sellers only 20%. That

means that the average agent has listed and sold very few homes in their entire career. They lack the experience to get your home sold in today’s market. Over the past ten years, nearly 75% of our sales have been SOLD LISTINGS vs. Buyer sales.

6. The average agent in our area sold only two homes in the last 12 months. When

you ask the agent, “How many homes did you sell in the last 12 months?” And the answer is, “I am member of the X million dollar club,” please understand that this agent is avoiding the question. Those clubs are accumulative. In the last ten years, we have sold over 1000 homes. Yes, that’s a real number and we can provide you with a list.

7. Remember, the average agent only sold two homes last year AND has only been

an agent for an average of 11 months. Chances are they haven’t sold 20 homes.

8. Most agents are part time. Chances are they are trying to sell homes to supplement their income. They fit real estate in after their other priorities. If the agent is involved in many other activities, how can they have time to focus on your home sale? Simply put, they are not dedicated to the business or dependent on the income. We are full time real estate agents. 100% of what we do every day is selling homes. This is our business. This is how we make our living. Would you ever even consider hiring a part time doctor?

9. The average agent is part time. They don’t contact anyone about your home. They

rely on the MLS and other passive activities. We phone prospect up to 100 people on a daily basis about our homes for sale. We are actively looking for the buyer – not passively waiting around for someone else to sell your home.

10. My Schedule is attached. All professionals have schedules. As a homeowner in

this market you need to know what your agent is doing on a daily basis to get your home sold.

11. WARNING. Avoid the area specialist. The concept of an agent on specializing in

one area is obsolete. The simple fact is that nearly every home sold in our area sold to a buyer who was not from our area. Did you move from across the street? Are any of your neighbors from this neighborhood? We live in a community that attracts people from all over the world. Why list with an agent who only focuses on the immediate area?

12. Be sure that you are selecting an agent who has at least one assistant. The fact is

that you want your agent 100% focused on selling your home, not doing paperwork. Equally important, avoid the agent who will delegate you as soon as you are listed. Often, once you are listed with these agents, you never hear from them again. We have assistants so we can delegate everything that will distract us from selling your home. YOU will never be delegated. When we list your home you will be given our private, direct dial phone numbers.

13. CAUTION. Are you considering an agent who advertises in the local paper, runs

magazine ads, virtual tours, open houses, agent tours, talking house ads, web sites etc.? This is a PASSIVE agent. That means that they will passively wait around for someone to call and maybe want to see your home. Here is the acid test for any passive agent – ask this question: “Please provide me with a list of the homes that you had listed that YOU sold to your buyer.” If their passive agent strategies worked, wouldn’t they have a very high percent of homes THEY sold to their own buyers? In this market, passive marketing and passive agents don’t sell homes. Remember, experts are telling us that 50% of the homes currently listed WONT SELL. We are active agents. Yes, we do some passive marketing but we don’t expect anything other than our ACTIVE marketing to get your home sold. See the included Plan Of Action.

14. AVOID AGENTS WHO HAVE TOO MANY LISTINGS. Many agents will list

as many homes as they can and play the odds that some will sell and some won’t. They are clearing houses of unsold homes. They know that statistically only 50% will sell so they list as many as they can. We don’t do business this way. We will only list a maximum of ten homes at any one time.

15. DISCOUNT/ LIMITED SERVICE AGENTS will tell you that they do the same things full service agents do but only they charge less. The fact is that listing with a discount/limited service agent will end up costing you at least 6%. In other words, listing with a discount/limited service agent won’t save you any money but will result in your selling your home for 6% less on average. In this market you cannot risk listing your home with a discount/limited service agent. You don’t have a discount home do you? In fact, you may want to list your home for HIGHER than average commissions to attract more real estate agents and their buyers.

16. The average agent will only want to list your home for 90 days. Why? Because

they aren’t planning on making a longer-term commitment to getting your home sold. This market will continue to adjust over the next 12-24 months. Can you take the risk of choosing an agent who only has a 90-day commitment to you and the sale of your home?

17. In this market you can’t risk listing your home with #2, let alone anyone else. We

are the #1 brokerage in our area. We help three times more homeowners sell their homes than our next nearest competitor.

18. We are the part of the largest National/International relocation company. Cendent

Mobility. We are the Preferred Agents for all of the top local companies for their relocation needs.

19. In order to qualify for Luxury Homes Marketing designation an agent must have a

long term proven track record of selling luxury homes. Any agent can LIST your home. But in this market, is takes an experienced specialist to SELL your home.


Now that you have a seller’s pre-appointment questionnaire, a Pre-Listing Package and the Seller’s Real Estate Survival Guide, it’s time to move on the appointment itself. Before you get there, follow this checklist:

You’ve conducted the pre-Appointment questionnaire and you have filled out the page with the seller’s answers. You know why the seller is moving (what is their MOTIVATION). You also know their timeframe, and you’ve determined that they are a “Have-To” Seller.

You’ve sent the Pre-Listing Package to the Seller. And NO, you can’t email it or

fax it, unless they are out of state. Don’t be lazy. You’ve got thousands of dollars of income and the seller’s moving goals on the line.

You’ve sent the Survival Guide.

You’ve called to CONFIRM that they received the package you sent and that

they’ve reviewed it. Have you checked off everything on the list above? Now it’s time for the actual appointment. Remember that you know a lot more than you used to, back when you would wing it and hope for the best. You’re in front of people who have to sell, have a timeframe to do it in and already know a lot about why they want to list with you. Walk In The Door Script [Knock on the door and then take two steps back. When they open the door, put your briefcase down and with as much expressive ability as you have, overwhelm them with your enthusiasm and say this:] “Mr./Mrs. Seller, before I take another step past your door, I just wanted you to know that regardless of what you’re hearing about this market that I am 100% committed to getting your home sold. Show me to the kitchen table so that we can get started!”

Secret: If they are not wearing shoes, take your shoes off. (When in Rome, do as the Romans do.)

[Next, put your stuff down by the table. Seat the sellers toward your ‘strong side,’ in other words, if you are right handed, seat them together to your right. Do not have one on the left and one on the right. If you’re a leftie, seat them to your left.]

Secret: If they offer you anything to drink, or cookies, always accept! “So, before we get started, I’d like to see your home. If it’s okay with you, I’m going to use a digital recorder so I can make notes about your home for the home brochure, as we walk around. I’m going to be asking you questions about the house. Please answer them as completely as possible, so I’ll be able to answer all the buyer’s questions about your


home. Make sure you point out any improvements or changes – anything that you feel I should know.” [Walk around the home, ask lots of questions about the home. The purpose of this is to listen to the client and build some rapport. Be enthusiastic about their home, especially their improvements and things they are obviously proud of.]

Secret: You should be using ten ‘soft closes’ during this time. Secret: The digital recorder has some unexplainable power over sellers, which makes the seller answer things completely, since they’re being recorded. Think about it, if you know someone is recording you, aren’t you more thorough? It also shows your professionalism that you don’t want to miss anything about their home.

Secret: Act as if you already have the listing. Be 100% assumptive.

For example: Ask these questions while you’re touring the home with the Seller: What is the age of roof, HVAC, windows, etc.? How early in the day is okay to show the home? Tell me why YOU bought this home? Chances are those are the same reasons someone else will want your home. How late is it okay to show the home? What about weekends? Would you like people taking their shoes off or should we supply you with our shoe covers?

(If they have pets): Where will your dog/cat/pet be during showings? Does your home have an alarm system? Will you want agents to have the access code, or will you leave it off for showings? Are there any Home Warranties still in place on the home? What’s been the best thing about living here? Do you mind having a lock box on the door, or should we put it on the front railing? Have you already had an extra key made? What stays with the home and what goes?


Kitchen appliances? etc.? When would you like the first showing to happen?

Secret: When you’re in front of the properly pre-qualified the seller and you’ve sent the PLP and the Survival Guide, you can be assumptive. The seller will list with you.

Script At The Table Mr./Mrs. Seller, I want to thank you again for taking the time to meet with me today. As I said, in spite of whatever you’ve heard about the market, I am here to tell you that I am 100% committed to not just listing your home, but to selling it for you, in the least amount of time, for the most money possible, and the least hassle to you. Let’s get started. Just so I am clear on your situation... Now, you said that you are moving because __________________________. And you really need to be in the next place by ________________________. You said that you’d like to sell the home for no less than ________________. Has anything changed about your situation since we last spoke? Before we get started, there is one more, really important question I need to ask you.

Secret: Get out a clean piece of paper and a bright-colored Sharpie pen, and write the seller’s answers in a list form, in front of them where they can see it.

Mr./Mrs. Seller, as I’m sure you know that in this marketplace, making the decision about who you choose to sell your home can be the difference between the house selling or not selling. I appreciate the opportunity to be the agent you hire. Did you have a chance to review the Pre-Listing Package? [If they interviewed others:] Did you use the Survival Guide questions? [If YES, then ask:] What did you learn from their answers? [If NO, ask if they read it. Whether they read it, or used it or not, ask:] Mr./Mrs. Seller, my intention is to answer all of your questions and focus on what’s most important to you. Specifically, what are the three or four things you’re looking for in the agent who you hire to sell your home? [Write these things down: they are ‘objections’ or they are their hot buttons.]

Secret: Sometimes you’ll have to coach them on what the answers are. You can say, “many of my clients have said that the most important thing is getting them to where they need to go next on time, with the fewest hassles. Would you say that’s important to you as well?”


Secret: Typical things on this list are, of course, price and commission. If the seller says price or commission, you WRITE: net to seller, and say, “what you mean here is, the net to you, or what you’re walking away with, correct?” This has them focusing on what they are netting vs. what you are charging.

Other typical things you will hear: • Communication • Updates • Feedback • Work with my relocation company • Be there to walk me through the process • Notice before showings • A quick sale • Tell them the truth • Help them stage it • Do what you say you’re going to do

Script Great, Mr./Mrs. seller, I’ll be sure to address these three concerns throughout my quick presentation today.

Note: Everything you need to handle anything on the Seller’s list is included in the Tim & Julie Harris Real Estate Coaching Proven Home Selling System. We’ll get to that shortly. Remember that at Tim & Julie Harris Real Estate Coaching we’ve taught you to give before you get. Sellers are more likely to cooperate with accurate pricing and sign with you that evening when you ‘give’ to them. In other words, what are you going to do for them as opposed to simply cutting right to the price. We all know that price is key, so having the seller believing in you before you ask them to price it lower than they are planning (which is almost always the case), is more effective. There is one exception to this, and that is in the case of a Short Sale – refer to our Tim & Julie Harris Real Estate Coaching Short Sale Secrets class for that listing presentation.


Your listing presentation’s structure will always be as follows:

1. Re-prequalify the sellers. Make sure you’re clear on why they’re moving and when.

2. Ask them the three most important criteria in selecting their listing agent.

3. Write it down and let them know you’ll answer those concerns. This is critical;

the sellers will TELL you how and what to present to them by what is included in their list!

4. Depending on what the seller has on their list, you’ll use various pages of the

PHSS (Proven Home Selling System). You’ll want to list certain pages on ALL presentations.

5. You’ll present the CMA and use the pricing pages in the PHSS.

6. You’ll continue with appropriate pages in the PHSS, the most powerful are

always pages: 11, 12, and 13. These are your Unique Selling Propositions, or USPs. They are fantastic closing tools.

7. After you’ve agreed on PRICE and after you’ve handled whatever is on

their list, by using the PHSS pages you’ll close by saying the following. “Mr./Mrs. Seller, at the beginning of our appointment this evening, you mentioned that the three most important things to you when hiring an agent are: ___,___, and ____. Let’s look at #1. You said _______. Are you 100% satisfied that _________ will happen? Great.

[Cross out item #1, thus visually eliminating their objection/question/concern/hot button.] Do the same for #2 and #3 on their list, then say:

“Looks like all we need to do now is a little bit of paperwork.”

[If you’re a little nervous about closing for a signature, make it easy on yourself and the sellers by preparing a ‘seller contact info’ form where they have to fill out information about themselves and the house, when showings are okay, etc. Then roll right into the rest of the paperwork with the above script.]

If you are an agent with a TEAM, proceed to page three in the Proven Home Selling System. If you are not a Team Agent, then start with page five in the PHSS.

The Tim & Julie Harris Real Estate Coaching Listing...

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Transcript of The Tim & Julie Harris Real Estate Coaching Listing...