Forgotten Obvious - Knowing What Others Don't, Doing What Others Won't - Business Ka-Boom for Real Estate Agents

8/14/2019 Forgotten Obvious - Knowing What Others Don't, Doing What Others Won't - Business Ka-Boom for Real Estate Ag

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Ken Brand, Sales Manager

Ken Brand, Sales Manager , The Woodlands

Office: 281-367-3531 Cell: 832-797-1779

Email: [email protected] Blog: BrandCandid.com


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To Become Someone

Youve Never Been Before

Will Require You To Do ThingsYouve Never Done Before


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How Do You Get From Here

To There?


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Dont Drink

The Bad Kool-Aid


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Lost In A Sea Of Sameness?

Top Of Mind Awareness


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4/27/09You Rule!


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Its not who you know

Its who knows YOUas a trustworthy, Realtor Icon

The Electric Pinball Principle


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You Are Doing All The Business You Will Ever DoBased On People Who Who Are Aware Of You

Now (As a Realtor) ~ Steve Rand

Youre Either Interesting/Visible or Invisible~ David Freeman


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Permission. Solutions. Service. Knowledge.


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How Do People You Know

View You?4/27/09


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You Have

To Transform

YourselfFrom Civilian

To

Real Estate

Butterfly.


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The 3 People Principle


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The Mysterious Magic Of 3

3 Genie Wishes. 3 Bears. 3 Musketeers. 3 Blind Mice. 3 Stooges. MP3. Holy Trinity. 3 Magic Beans. 3

Leaf Clover. Menage-a-3. 3 Wise Men. Mind, Body, and Soul. Lights, Camera, Action. Of The People, ByThe People, For The People. Blood, Sweat, and Tears. Shake, Rattle, and Roll, On your mark, Get Set, Go!

Its Not Scientifically Proven

It is evident. Mysterious energy dances, dips and butterfly kisses things in threes.3 dances with real estate agents too. Do you have a pair of comfortable dancing shoes?

The 3 People Principle - Everyone Knows 3

You can test the 3 People Principle.

1. Walk to your car. Get in. Fasten your seat belt. Start your car. Drive to your bank. Withdraw 3 crisp

Franklins.

2. Drive to your nearest Starbucks. Lock your car. Walk inside. Approach anyone.

3. Pull out your 3 crisp $100 bills. Smile. Ask, I will give you $100 for the name of each person you

personally know who sold or bought a house in the last 12 months. It can be a coworker, friend or neighbor,someone from church, bunco, Yoga.anyone you know by name? Smile, listen and hand it over.

Odds are, youll leave Starbucks with a Latte, an empty wallet and a by-golly belief in the 3 People Principal.

Point your newfound belief like a platinum plated hand cannon and like Jacks 3 magic beans, youll turn 3

$100 bills into a sky climbing money vine and crowds of grinning clients.


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The 3 People Principle X People You Know

Heres the deal. Average agents focus their prospecting on people they know and chasing or attracting

strangers - fine. Heres where average, mediocre and poor agents pollute the program. They focus onpeople in their sphere/network asking themselves, Who in my sphere/network is going to buy or sellsoon? They focus on a lonely tree, not the rich green forest. Wrong mindset! Like Agent Orange

murders a felt green forest, ill-focused mindset strangles your personal forest of potential, possibilityand prosperity.

Why?

Statistically, people move every 7-12 years. Know 100 people, on average, at best, maybe 7 of the 100

will move this year. Assume these 100 fine folks know you, like you and trust you. Assume you touchbase consistently. Assume you have routine on-purpose, in-person conversation. Of the 7 possible

moves, how many can you reasonably expect to list and sell? Half would be fantastic, probably less isrealistic, right? So, you know 100 people, with luck, skill and strategy, you might be hired 2-4 times.You cant thrive on that number, can you?

Focusing your minds eye on the 3 People Principal you will comfortably Sansabelt Stretch your

potential, possibility and profitability. Stop, soak and swallow. Digest, rest and assimilate - your 100

know 300 who will make a move in the next year. If youre having in-person, on-purpose contact andconversation with 200, they know 600. If you know 300 they know 900 and so on. Holy crap right?

The 3 People Principle Packs A Punch

Dont drop friendly, good people to chase strangers. Even whenyou know your friendly, good people wont move in this century,this year they will know 3 people who move. Do stay in on

-purpose, in-person touch, build trust, create Top Of MindAwareness and earn the opportunity to politely, professionallyand consistently ask for referrals. Theyll gladly give them toyou, if you ask.

Do visualize a Mike Tyson style tattoo on their forehead, inked inregret green, it reads, I know 3 - Ask Me Who?

Dont ask people in your sphere/network when they are going tomove. Because youre engaged in frequent, relevant contact andconversation, youll discover these opportunities naturally.

Do ask, Of your friends at (fill in the blank, ie., work, in your neighborhood, at Yoga, in Bunco, TennisLeague, etc.) who is the next to make a move?

Its that simple. Kicking to the curb people who like you, trust you and arent moving soon is paving adeep path to mediocre and broker. When you create a new relationship with someone you like, stay intouch forever, its easier than ever with the phone and all the social media tools (Facebook, Twitter,eCards, eNewsletters, Blogs, etc.).

Get to it, grow your network, deepen yourrelationships, start conversations and bam-boom your business.


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Its NOT Rocket Science


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What DoYou Fear


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Hit The Brakes?

Swerve?

Turn Into It & Floor It?4/27/09


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Level One

Unconscious Incompetent


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Level Two

Conscious Incompetent


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Level Three

Conscious Competent


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Level Four

Unconscious Competent


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Whats Your Real Job

You and I could write a multi-chaptered book about the answer. Maybe we will someday. In the meantime,heres a shortish answer in blog post form. Basically, you have to behave like a Super Hero with multiple

personalities. Youre smart, you can do it if you choose.

Consider thisnews flahYour Job Is Not Selling Real Estate.

Happy buyers and sellers are the byproduct of successful service, not Bad-Ass Sales Technique, Shazam

Geek Savvy, Cheesy Chest Thumping or Faux Posing. To grow, last, laugh and enjoy success, dont focuson selling. Focus on service. Heres what I think our real jobs are, and a few role models who light the

way.

Surprise and Stupify - Forest Gump Style

Gump didnt run around shouting Im NUMBER ONE, Dig ME. He wasnt brain surgeon smart. He

was candid, curious and sincere. He ran and ran and ran. He was humble. He didnt brag. He surprised.He over-delivered. He had a quirky sense of humor, too.

Are you about YOU or THEM? Do you surprise or bore, underwhelm or.? Are you killjoy serious

or ????


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Lead - Joan of ArcStyle

Joan didnt complain and whine. She didnt talk about what she was going to do. She didnt wait, mope andhope. She took charge. She acted. She committed. She was passionate about her cause.

Do you lead or bend and noodle with the lemming masses?

Advocate - Johnnie Cochran Style

Johnnie didnt engage half-assed. He went strong. He beamed grace, charm and substance. He clawed,

battled and rhymed a stone cold killer out of the electric chair. For grins, say it with me, If the glovedoesnt fit.

Do you drift limping through the motions or are you gracefully fierce?


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Love All, Serve All - Mother Teresa Style

Mother Teresa loved all. Served unselfishly. Forgave. Burned with quiet compassion. Shined ego free.

Lived in the now.

Do you hold grudges, prejudge and ego-bloat yourself up or do you flow, give, share, seek to understand and

serve?

Connect & Inspire - Obama StyleThink about the odds. The audacity. The journey. The endurance. The clarity. The assuring confidence.

The message and the method. The passion.


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Prevent Forest Fires- Smokey Style

Smokey preached prevention - fire prevention.

Dont let tempers flare. Keep fiery emotions in check. Dont fan the licking flames of gossip. Keep things

and people cool, fresh and fizzy light as a tall glass of chilled Perrier. Be proactive.

Do you start and fuel emotional forest fires or do you prevent them?

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Are you devolving Old School or evolving New School? Do you inspire and arouse or deflate and fast

forward flaccidity?

Thats it. Focus on attractive, empowering characteristics and what you strive for will find you. Focus on

sales, transactions, units, leads and prospects - youre swimming upstream my friend.


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The Golden Rule Is Broken!

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The Golden Rule 1.0

It was 44 years ago. I was 8. Our steel chairs were painted

shiny brown, my tiny butt was sore from steel sitting andI was fidgety. So were my shined shoes, hair combed,

dresses pressed Sunday School mates - fidgety I mean.Gravelly voiced, Mr Lafon read the good word from his

scuffed and worn-familiar Holy Bible. His was the King

James version. The one with red sentences, golden edgesand Thees, Thous and Verilys . He shared, Do unto

others as you would have done unto you.

Words taught early. Wise words weve strived to live by.

My blog title, The Golden Rule Is Broken isnt exactlytrue, its not broken, I just said it to attract attention.

Forgive me. Now that youre here, perhaps youll humoran upgrade.

The Golden Rule 2.0Heres version 2.0. Do unto others as they would havedone unto them.

Think about that for 30 seconds. Reread it: Do unto others as they would have done unto them.

How do YOU want to be treated, serviced and tended too? The way YOU want. The way YOU like it best.Or do you prefer your preferences and proclivities be poo-pooed?

Would we agree? Poo-pooing on someones desires and preferences leads to FAILURE.

Here Are Four Fail examples:1. There are 5 Love Languages - suppose your personal love language is affirmation, your lovers is

gifts. If you yammer and blather validations because YOU like them, and you skip the gifts, youre

gonna be lonely Friday night, Saturday night, Sunday night. No sugar for you!

2. I love chick flicks, you love Friday the 13th movies. If I drag you to see Sex In The City, Sisterhood OfThe Traveling Pants and Dirty Dancing because I love them, wed have relationship problems wouldntwe? No Dirty Dancing for me, maybe a hammer to the head, right?

3. Were friends, we bump into each other at the bar. Hey, hows it goin? Great to see you! Let me buy youa drink?, I offer. You smile and thirstily nod. I dont ask you, Whatll you have? I order you what I

like. I rub-up to the bar and order you a Stupid White Wine Spritzer. Your mouth waters for Miss Mojito,now you have a fist full of foo-foo and your smile is upside down. Itd be kinda rude of me right? Lookslike Ill be drinking alone. Again:-(

4. Suppose I was a masochist? Should I treat you like-I-like? Ouch shouts! For one of us at least.See what I mean? Treating others like-you-like can lead to fractures. Relationship fractures, the compoundkind, with jagged bones poking out.


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Treat Others As They Want - PleaseThis is the easy part. How do you know how others want to be treated? The answer is the same for work,play and love.

Ask of course.

Ask conversational, candid questions about what others want. Then you give it toem. Simple.

Three Dont and Do examples:

1.0 = Ms. Seller, let me tell you whatIm going to do for you. Others love it. I love it works well for me, Im

a big success. Let me press it on you, here it is. [Telling]

2.0 = Ms. Seller, what are the three most important things your real estate agent can do for you? What

criteria will you use to select your agent? [Asking]

1.0= Ms. Seller, you said communication was important. Heres the good news, Im real good at it. I email a

written report every two weeks. Ill touch base every 30 days with an updated market analysis. If you haveany questions call me. I return all my calls within 24 hours. Like I said, people say Im great at staying in

touch. [Telling]

2.0 = Ms. Seller, you shared that communication is important, how would you like to be communicated withand how often. Do you prefer phone calls, emails, written reports or? To give you a feeling of security and

that you in-the know, what form would you like our communication to take and how often would you like it?

Communication I mean. [Asking]

1.0 = Ms. Seller, you said that internet marketing is important and youre right. I have a great blog. Ibroadcast your property information all over the web. Im web savvy, Im even on Facebook and Twitter.

Nobody can do a better internet job than me. [Telling]

2.0 = Ms. Seller, you shared that internet marketing was important. Can you elaborate for me? What

methods or mediums, sites and types of internet marketing do you feel are most effective and have the

biggest impact? Which ones do you feel are a waste of time? [Asking]

You get the picture right? Bottom line. Before you gatling gun style ramble and tell, tell, tell, ask questions.Discover what they want, expect, desire and need. Then, simply give it to them Golden Rule 2.0 style - Do

unto others as they would have done unto them.

Even Joe Dirt gets ItIn this video Joe Dirt Explains The Golden Rule 2.0. Its the consumer dude!

So, Whats next for you?

What questions will you begin asking?

What will cool things will people start give YOU when YOU start giving THEM what THEY like, desire andwant?

Rock On friends.


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Golden Rule 2.0

Do Unto Others As They Would

Have Done Unto Themselves


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Self Shhh Is Suicidal


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Do Not Self Shh! Conversate.

Do you ever feel like youre working harder than a humming bird flaps her wings and your success is asgravity bound as a Chinstrap Penguin? Odds are, youre a victim of Self-Suicidal Shoushing. If you

continue self imposed silence, personal things wilt and eventually die. Things like your spirit, your

faith, your bank account and your real estate career.

Worry not. Vibrant success can be created, amplified and Miracle Grown by engaging in dailypurposeful personal conversations. Not cyber contact or direct mail contact! Purposeful personalconversations that connect and thicken relationships. Conversations that make others feel significant.

Conversations that lead to listing presentation invitations, buyer representations, referrals andrecommendations. Let me ask, How many interactive tuned-in, in-person conversations do you have in a

day? Dictionary.com defines the word converse like this:

1.To talk informally with another or others; exchange views, opinions, et., by talking.

2. To maintain a familiar association.

3. Familiar discourse or talk; conversation.

So how many people do you converse with in a day? Not Email, direct mail, Twitter, Text or Facebook.Im talking about personal one-on-one, verbal conversations, in-person or on the phone. How many of

those daily conversations include you listening with cat eared intent. Cat eared to crystal clear hear.Intent to listen hard. Intent to connect. Intent to make the other feel significant. Intent to discover what

another needs, wants and desires.

Financial success and fun begins and ends with personal contact and rich conversation. If youre not

having rich, on-purpose, in-person conversations (with civilians not colleagues) every day, yourestrangling your success. If your daily conversations are tainted with aimless yammering, me, me, me and

yada, yada, yada, youre poisoning your performance.

Impressive flight begins with personal, interactive contact. Not every form of contact is equal. There are

three types of contact:

1. The VERY Best Contact = Face to Face Contact2. Second Best Contact = Telephonic Voice to Voice Contact

3. The Rest - Email, Video Mail, Text, Twitter, Direct Mail, Facebook, Linkedin, etc. 4/27/09


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Contact Leads To Conversation.When conversation takes place, like bees buzz, possibilities bloom. Magical wonders manifest when twopeople start talking, especially if one of them is listening with cat eared intent. Email, direct mail,

twitter, Facebook and texting are flaccid conversation mediums and fantastic marketing sparks that leadto one-on-one conversation - but alas, they are not a replacement for in-person, one-on-one conversationis everything.

Conversation Leads To Connection.The more intently we listen, the better questions we ask, the more we understand each other. The more weunderstand each other the more we appreciate each other. As we discover and appreciate each other, our

connections deepen. Our relationships thicken and colorize as we uncover multiple levels of mutualinterest and importance.

Connection Leads To Discovery.As our conversational connection deepens, so does our trust, so does our sharing. We discover another'sdreams, desires, unmet needs, challenges, likes and dislikes. Through personal conversation we discover

how we can help, support or serve. The Golden Rule 2.0 is possible. Treat others at they want to betreated.

Discovery Leads To Service/Help.This part is important. When I speak about service and help, Im not suggesting you focus on listingand selling real estate. Relationships are built on trust, sharing and attraction. The goal is to be the GoTo Gal/Guy for all things community, family, home, real estate, entertainment, lifestyle. By providing

solutions, services, help and recommendations for unmet needs, you become the de-facto Top Of Mindreal estate agent for them and the referred real estate agent to their friends, family, co-workers, neighbors,

relatives, etc.

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Specifically, by engaging in one-on-one, in-person conversation, listening intently and being curiousengaged, you will discover how you can help and serve. Examples might include, recommendations for

youth sports leagues for their kids, a cleaning service, a restaurant recommendation, a house of worshiprecommendation, the perfect hotel in the city they will vacation in next month, the dry cleaner that

doesnt break buttons, the lawn maintenance crew that shows up, the newly released movie, an interesting

blog post on something they care about, a color copy of a relevant article you read in amagazine..whatever (ummm, keep it legal).

When providing information/service/help you never have to mention real estate, simply deliver it wrapped

in your Real Estate Agent wrapper. Example: Email an article, link, etc., your Real Estate Agent emailsignature is your wrapper. If you mail something, add a couple of business cards, your stationary/logoedenvelope is your real estate agent wrapper.

Always follow up your emailed or snail mailed information with a phone call - this phone call begins the

Conversation Circle all over again.

I suggest your purpose in this real estate life is to have conversations so you can help people withanything and everything. Do that and youll earn your way to everything you want.

Service/Help Leads To Hired or Referred.

The fun part. By helping, serving and supporting you grow a natural bouquet of appreciation,attraction, trust and confidence. You will brain tattoo your Technicolor self in Top Of Mind

Awareness Indelible Ink into their subconscious. When they or their friends, family, neighbors, co-workers or relatives need information, especially real estate information/service/help, you will be thefirst person they think of.

BonusIn addition to all the mid-term benefits, creating conversational interaction is the premier method forconjuring Collission Principal magic. Positioning yourself in the direct path of someone asking you a

real estate related question, or shared referral. You see, people are way to busy to pick up the phone andcall you, but if you call them, they will gladly ask the question, extend an invitation or refer you to a

friend.

The BeginningIts simple. Have more conversations every day.

Does this make sense?

Will you have more conversations?

How many on purpose per day?

When will you start?

Let me know how it goes? Rock on!4/27/09


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Words Matter.Use The Wrong Words

Dreams Blows Up, People Laugh.


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Story TellingKnow How It Ends

Choose A Beginning

Include Details

Your Reticular Activating System

Broca & SurpriseLaws of Attraction


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4/27/09Hows That Real Estate Thing Working Out?


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Be

A

Purple Cow


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Forge An Image Of Fired Steel & Savvy

1. Be prepared - know exactly what you are going to say2. Levitate above the Sea of Sameness.3. Tell an interesting story, include a information nugget or factoid,

conclude with a request for referral business. Lastly, after asking for

somethingyou must give somethinga commitment or a promise


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Ive thoroughly researched and analyzed the real estatemarket. Ive interviewed all the prominent real estate firmsin our market place. I feel that I can provide my clientswith the best services and resultsby partnering withPrudential Gary Greene, Realtors.


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Give Before you GETI know youre busy, did I catch you at a good time?

I PROMISE to


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Get PermissionEarn Respect

Feel Good


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Can I ask you a

semi personal

question? If a

close friend or

co-worker asked

you to recommend

a real estate agent,whos name pops

into your head?


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Send A Note + 2 Cards After Every Conversation


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Wheeeee..I Passed My Test.I Can Sell Real Estate Now.

Hello WorldHere I Come!


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Calling Behind Your Ive Partnered With Prudential Gary Greene

Realtors announcements is the first critical step in creating Top of Mind

Awareness and a prosperous referral based business. Your first call/personal

contact is designed to inform everyone that you are; open for business, discover

immediate opportunities, explain how your business works and respectfully,

conversationally and courteously ask for permission to stay in touch and ask forreferrals.

Step One: Mail your announcements, including one to yourself. When you

receive your announcement in the mail, go to Step Two.

Step Two: Set a goal for how many personal contacts you will make per day.

Pick up the phone and call as many people as it takes to reach your goal. The

faster you are, the more persistent and committed you are (youre a PRO right?)

the more successful you will be!Step Three: When they answer, you might use a dialogue similar to this.

They Say: Hello

You Say: Hi (their name), this is (Your Name). I know youre busy, do you

have a couple of quick moments? (Always provide an opportunity for a

graceful exit.)

They Say: Yes.You Say: Great. Ive got my real estate hat on today and besides calling to say

hello, I dropped a couple of my Realtor business cards in the mail and I wanted

to double check and see if you received them?


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Calling Behind Your -- continued

They Say: Yes.

You Say: Great. Im launching a new Real Estate Business and Ive chosen

Prudential Gary Greene, Realtors as my business partner. I wanted to

make sure you had my contact numbers if you ever have a real estate relatedquestionlike X Y Z , or if you hear of a neighbor or coworker who is thinking

of making a moveI would be happy to help. Although Im busy, Ill always

make the time to help you or anyone you refer to me and I promise Ill do a

great job. Ohone other thing.would it be ok to touch base every so often

to see if there is anything I can do for you. I wanted to get your permission.

Step Four: Send a handwritten note card, with 2 business cards.

Step Five: In your contact manager note the date of contact and any relevant

information which will aid in making your follow-up contact unique.

Step Six: Send them a direct mail piece at least once per month. (Creates Top of

Mind Awareness!)

Step Seven: After your first monthly direct mail piece has been delivered

follow up with a telephone call. This call is designed to discover newopportunities, create Top of Mind Awareness and receive permission to

continue mailing. Your dialogue might go something like this

You Say: Hi. Do you have a quick minute or twoI know youre busy. I

was calling to see if you received my Post Cardthe one with the real estate

information?

They Say: Yes

You Say: Great, I would like to send you real estate related information from

time to time and I was calling for two reasonsto see if you received it and get

your permission to continue. I didnt want to assume it was ok, without

checking with you. Is it ok? Life is either a daring adventure or

nothing. Helen Keller


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Q: What commission do you charge?

Answer: Our Marketing Fee is 3%. This fee includes massive broadcastinternet marketing, targeted advertising, and all the selling services required toget your property SOLD for Top Dollar and in a time frame that works best foryou. We manage, coordinate and orchestrate the entire process from day onethrough a successful and trouble free closing.

When we advertise your property in the Multiple Listing Service, we will becompeting with sellers who are offering agents working with qualified buyers a3% commissionwe will also compete with New Home Builders who pay a 3%commission as well as the occasional bonus. We recommend that our sellingclients offer a 3% selling commission as well.

Of course, we only get paid for a successful outcomethere are no upfront feesand we offer a guarantee.


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Growing YOUR Top Of MindAwareness


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Monthly Direct Mail sent to everyone in your data base is a critical step in

generating Top Of Mind Awareness and positioning yourself for successful

personal contact. Direct mail should be sent consistently, without failat

least once a month. It is also recommended that you also send Direct Email.

Step One: Go to http://online.garygreene.com and Sign up for yourpersonalized, monthly direct mail post card.

Step Two: Go to http://realtyezine.com and Sign up for your personalized,

monthly Email Newsletter or send the FREE GG Newsletters at:

http://online.garygreene.com/Promo/e-news

Step Three: Follow up your first monthly direct mail/ENewsletter/Ecard with a

personal call. Your dialogue might go something like this

You Say: Hi (their name), this is (Your Name) with Prudential Gary Greene

Realtors, I know youre busy, do you have a couple of quick minutes.

They Say: Yes

You Say: Great. (Their name), the reason I called is, I sent you a post card

/Enewsletter/Ecard, it had (describe the piece) and I was calling to see if youreceived it.

They Say:Yes.

You Say: Great. With your permission, I would like to send you real estate

related information from time to time, but I thought I should ask you if it was ok

before I started. Would that be ok with you?

They Say: Yes.


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Speak Perpetual Success Into Existence


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Hows The Market?Tell a simple story

Include facts

Plot = You have a need or offer a benefitEnd your story with a referral request


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Cool House On Tour Story


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Recent Closing.

New Beginnings Story

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Your New Listing Needs A Buyer.

Your Recent Buyer Needs Replacing.


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The Cool People Your Working WithCant Find The Perfect Home

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The

Domino

Effect


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The Transaction Youre Working On Is Only The Surface!

Youve faithfully marketed, advertised, networked and promoted yourself. Your

hard work has paid off, you have a client who trusts you enough to employ you.

Its now time to build on your success.set expectations and earn at least one

referral recommendation during the transaction and two or three additional

referrals every year.

Step One: Inform your clients that your goal is to deliver such a positive

experience, that if anyone should ask them or they know of anyone who needs

real estate helpthey could and would enthusiastically, confidently and

comfortably refer you to their friends, neighbors and coworkers. Use dialogue

similar to this at the end of your Listing Presentation/Marketing Proposal/Buyer

Service Presentation:

You say: In conclusion, simply stated, my goal is to deliver results and a level ofservice that creates such a positive experience for you and your family that if a

friend or relative asked you for the name of Realtor, you could comfortably and

confidently recommend me to assist them with all their real estate selling and

buying needs. Being recommended is one the highest compliments a Realtor can

receive.

Step Two: During the transaction, at an appropriate time (when the clients say

thank you), respectfully, consistently and conversationally thank your clientsfor selecting you and ask for referrals. Use dialogue similar to this.

When the clients say: Thank you so much for all you doyou are the bestrealtor on the planet.

If you dont like change, youre going to like irrelevance even less!


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The Transaction Youre Working On Is Only The Surface

You Say: Thank you, I am so pleased this experience is so positive. As I shared

with you when we first metmy goal is to deliver a level of services that would

allow you to confidently and comfortably refer me to your friends, neighbors and

coworkers when they need real estate help too. Im glad things are going well.

Please keep me in mind when you hear of someone needing real estate services.

If you share their name with me, I promise to call them promptly and do a great

job for them as well. Can you think of anyone (neighbor/friend/coworker) who

has mentioned selling or buying in the next 60 days? Oh, just in caseheres a

couple of cards, feel free to pass these along to anyone who you feel needs help.

OR

You Say: Thank you, my pleasure. Oh, by the way... if you know of anyone who's

thinking of buying or selling in the next 60 days or so and would appreciate thissame level of service, just give me a call with their name and number and I'll

promptly follow up. I promise Ill do a great job and deliver the very best in

service and results for them as well. Oh, I almost forgot, heres a couple of

business cards, feel free to pass them along to anyone you feel needs real estate

help.

Its not the strongest of the species that survives, nor the most intelligent,

but the one most responsive to change.~ Charles Darwin


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The Universal Law Of

Reciprocity


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White Gossip

Cheerleaders

Commission Checks


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Heres What Shes Thinking:She never mentions real estate; her invitations are wrapped in her branded email stationary. Postage is free.

Whether people can enjoy or not, all appreciate the gesture and invitation. Other agents are doing nothing orsending Holiday cards; shes giving the gift of entertainment, spectacle and delightful experience. Peoplewill talk about her invitation, and the movie; people dont talk about Holiday cards or invisible agents. She

can touch people five times in one week; email invitation, phone call follow-up,/chit-chat, follow-up

handwritten note card, at the movies thank yous and well wishes, post movie follow-up email.

What are you going to do about it?Thats it. Like I said, only 1 in 499 will do this. The question is, will that 1 in 499 be doing it with your soonto be seduced friends, clients, prospects and suspects or are you that unique 1 in 499 person?

For you 1 in 499s, let me know how it goes. For the other 498, Im sorry.

See you at the movies.

BONUS: Oh, I almost forgot, theres a sample eMail invitation on the next page.

You can cut all the flowers but you cannot keep spring from coming. ~ Pablo Neruda


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Unique Selling Proposition - Transition Phrases

Would you be open minded.

Would you be offended

Let me propose this

Can we work together on that basis

Can you see any disadvantage to..

Of all your friends at XYZZ, who will be the next to make a move?


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Unique Selling Proposition - SELLER

Transitional Bridge ~ Conversational Portal Continued

Also, briefly or in as much detail as you like, I will share how wecommunicate, manage and lead all the various role players in transactionforexample, the co-op brokers, mortgage lenders, home owners insurance,mortgage appraisers, title insurance, property inspectors, survey people, homewarranty details and others.

Keeping you informed every step of the way, insuring that all the big and finedetails are handled in a timely fashionall leading to a stress free closing and

trouble free receipt of funds. More convenience, ease and safety for you andyoursits all guaranteed.

At the conclusion of our meeting if your feel Im the right person for the jobthat I can get you home SOLD for more money with less hassle and stressthen youll hire me. That would be exciting. If not, then you wontnoworriesIll wish you well, our meeting is complimentary and some of thegems/bright ideas I share with you will help you sell your home for moremoney no matter who you choose.

Can you see any disadvantage to our getting together on that basis?


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Home Work Assignment

To Be Shared WithClassmates Tomorrow

Morning

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Golden Opportunities - Continued

They Say: Sure

You Say: Great. Confirm their address. End the conversation: Thanks for

your time, its been nice talking to you, Ill be in touch.

Just SOLD Announcements

Acknowledge the party called by name: Hello, may I speak to Mr. or Mrs.

XXX, please.

You Say: Hi, this is your name with Prudential Gary Greene Realtors, I

know youre busy, do you have just a couple of quick seconds? The reason

Im calling is we just SOLD the Smiths house down the street and I sent out a

Post Card announcementdo you recall receiving it? We wanted to let the

neighbors know that they would have new neighbors soon and if you knew

anyone in the neighborhood who was thinking of selling in the next 30 days

our marketing efforts have generated additional interest and we may have

other buyers interested in your neighborhood. So, can you think of a neighborwho might be thinking of making a move, looking for a buyer?

They say:Nope

You are the storyteller of your own life,and you can create your own legend or not.

~Isabel Allende


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Expired Listings - ContinuedAllowing the seller to vent and asking smart questions will keep the conversation moving

forward and help you discover what the original motivation for selling was and how you can help

the seller achieve their goal. Ask for an appointment to present your solutions.

The following questions will help you with an effective approach. Be professional, candid, positive,

honest and proactive. The seller needs your services to succeed.Questions to ask the Seller

Where did you want to move to?

Why were you originally selling?

Are you still open minded about different marketing ideas for your home?

Has anybody told you why your home hasnt SOLD? There is only one reason that a home doesnt

sell in our market place. And thats because of the marketing. Id like to come over and show you

how we can UPGRADE the marketing of your home.

What type of internet marketing was used to promote your property?

Why do you feel your home didnt sell?

After discovering the sellers original motivation for selling and determining how you might help, ask

for an appointment. Example: I understand how frustrated you must be. Let me ask you a question, ifyou could get your property SOLD for a price and terms that were acceptable to you, and you could

have a guarantee that the services would be delivered as promised, would you be open minded to newideas that would (renew their motivation): help you get your home sold and move your family into anew home closer to work with a shorter commute, so you could spend more time with your family. Or,

help you move your family into a home with a big pool? Or, help you move into that new home thatwould have the extra bathroom for the kids. Or, help you make that move to Colorado so you can enjoy

your time fishing? Or, help you make that move to a new home with a big back yard so the kids canroam around? Or, help you make that move to a home with a three car garage so you can set up that

workshop youve wanted for so long?

If an appointment is not granted, follow through & follow up Anti-Chaos/Perpetual Payoff

If the seller will not grant you an appointment, ask permission to follow up from time to time to see ifthere is anything you can do for them ( Would you be offended if I followed up from time to time?).Follow up your conversation with a Thank You note and a personal visit to introduce yourself. Add

this prospect to your mailing and email lists and follow up with a weekly telephone call. One reason tocontact them is to update them on new activity in their neighborhood.


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Practically Fool ProofFor Sale By Owner

System


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Practically Fool Proof For Sale By Owner SystemMind Set of the FSBO

1. Believe they can do it themselves

2. They want to save the commission

What NOT to do

1. Try to list on the first try. The purpose of the first contact should be simply to build rapport, not toconvert them to a listing.

2. Discourage the owner. Telling the owner how difficult the process is will only alienate them. They'reexcited about the possibility of selling it themselves so don't ruin their day. They'll soon discover thedifficulty on their own and then be ready to talk.

3. Sell all of your services. If you're not buying a car, you're not interested in all of its features. Samewith FSBOs. They're not ready to hire a real estate agent, so they don't want to hear about yourcompany...yet.

Success Steps.

1. Find a FSBO Driving Neighborhoods/Yard Signs, Newspaper Ad, Bulletin Boards, etc.

2. Make Contact Ask for an appointment - Contact Dialogue: Hello, Im (Your Name) with

Prudential, Gary Greene Realtors. Im calling because I see youre selling your home. Are you

cooperating with Realtors? I would like to make an appointment to view your propertywhat are

your visiting hours? (Get in the door honestlydo not say you have a buyer unless you do.) Your

goal is to build a relationship that may lead to a future listing or referrals.

3. Anticipate resistance, concern and cooperation. Be prepared for questions like

FSBO: Do you have a buyer?

YOU: Candidly, Im not calling because I have a buyer for your property yet. What I have found

is that I can do the best job of creating interest in a property if Im familiar with it. I washoping you could show me through the property. Then I could intelligently and

enthusiastically promote your propertyand match a qualified buyer prospect with your

property. Does that make sense? Great, when would be a good time to tour the property?

FSBO: We are not going to list the property!

YOU:I understand. I was wondering if you would be open minded to cooperating with a Realtor if

they had a qualified buyer interested and willing to meet your price and termswould you be open

minded to saving the listing fee and only paying the selling fee?

FSBO: We will only pay you a 3% Commission!

YOU: Perfect, when can I visit?

"Just 'cause you can't walk on water

doesn't mean you can't cross the river.

Dink Weber


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Practically Fool Proof For Sale By Owner System

FSBO: We are not working with REALTORS! A: I understand. Because Im busy in this area, its

possible that I may be working with buyers and they may see your sign and ask me about your

property. I understand that youre not interested in paying any feeswould you be open minded to

my previewing the propertythen I could answer my buyers potential questions and if they wereinterested, Id have them contact you directly. Would you be opened minded to my taking a quick

peek. Can you see any disadvantage to that, a quick peek I meanI understand youre not payingany fees?

FSBO: We are not paying any commissions! A: Same as above

FSBO: Sure, come on over. A: Kneel and pick your jaw up from the floorthe three second rule

applies! Thanks, Ill be right over.

5. Preview the home, remember, youre on a curiosity inspired discovery mission. Be yourself,

attentive, in the moment and inquisitive. Ask questions, dont sell and tell. You have two ears and

one mouth for a reason. Ask for a tour: Would you tour me through the home as you would aqualified buyer ?

6. While touring, casually and conversationally, discover their Time/Motivation factor by asking

conversational qualifying/discovery questions.

A. Key question: When would you like to have the property sold and the check in your hands?

B. Key question: If for some weird reason you dont find the right buyer, do you have a Plan B?

7. When the seller sez We can sell it ourselves! Agree with them, dont disagree, argue or share

perilous stories of danger, defeat and folly. Yes, they can successfully sell their property. Your

challenge is to position yourself as the best alternative when they become frustrated and generatereferrals during their FSBO experience.

8. Follow Up & Follow Through

A. Number one reason for failure - failure to follow up.

B. Minimum Follow Up Weekly in person or by phone.


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OpenHouse


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Q: What commission do you charge?

Answer: Our Marketing Fee is 3%. This fee includes massive broadcastinternet marketing, targeted advertising, and all the selling services required toget your property SOLD for Top Dollar and in a time frame that works best foryou. We manage, coordinate and orchestrate the entire process from day onethrough a successful and trouble free closing.

When we advertise your property in the Multiple Listing Service, we will becompeting with sellers who are offering agents working with qualified buyers a3% commissionwe will also compete with New Home Builders who pay a 3%commission as well as the occasional bonus. We recommend that our sellingclients offer a 3% selling commission as well.

Of course, we only get paid for a successful outcomethere are no upfront feesand we offer a guarantee.


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Key Concepts

People buy and sell real estate every day

why not with you?

Creating Top Of Mind Awareness.

The Positioning

The Sticky Pinball Principle

The 3 People Principle

Its not who you knowits who knows you.as a Realtor

How do people who know you.define you? How do you want tobe defined?

The Solution Secret Solve Dont Sell

Rocket Science? Nope. Action!

4 Levels Of Competence.

Documents

Forgotten Obvious - Knowing What Others Don't, Doing What Others Won't - Business Ka-Boom for Real Estate Agents