Communicating the Brand and Your Value to Sellers Seeds of Success Communicating the Brand and Your Value to Sellers Session Eight

Goals of This Session At the end of this session, you’ll have the tools to: Integrate your company brand and your values into your listing presentation Create a ‘value-exchange’ to provide exceptional value to sellers Create an internal checklist for marketing your new listings for your use Follow up on the Internet lead Call on expired listings

Resources for Session Eight The Internet Reply Note The Expired Listing Script The New Listing Marketing Checklist Video: The Expired Listing Also, complete your 3 reports for self-management: Recommended Action Plan Checklist Weekly Routine Self-analysis All materials and videos can be founded at http://bit.ly/SeedsofSuccess

The Better Homes and Gardens ® Vision and Values To stimulate energy to a higher level of inspiration and emotion. Being actually and precisely what we claim to be. To be contemporary in our approach to business and life. To have increasing influence. To consistently exceed expectations.

Provide Value-Added and Value-Based Services Attach benefits to each feature Example: Feature, Benefit “One of the services I provide is that I provide a market update to you weekly, so you know the direction of the market. This allows us to make marketing adjustments as needed to reach the best buyer for you.”

The Bottom Line Create: Trust Credibility Make a promise and keep it

Go Visual! We believe what we see, not what we hear. We remember 5 times more when we see as well as hear it

10+ Valuable Services You Provide to Sellers Market Comparison – how they’re done Estimate of Net Proceeds Tips on Making a House Salable Refer to the information available to sellers on the Better Homes and Gardens ® website Advice on Timing of Sale Methods of Financing Estimate of Repairs Tips on showing a home Reasons the home didn’t sell Area competition

Where You are in Developing Your Listing System What How Materials to Use Pre-qualify seller On phone/in person Pre-qualifying questions* Set appointment Qualify seller/educate At home Qualify Seller Questionnaire* Explain how you work Make 2ndnd appointment Evaluate your chance of success Do research Prepare marketing presentation with plan & CMA/market trends Anticipate objections with visuals Company materials Market trends Present marketing plan (what you’ll do & CMA) At home with all decision-makers B H and G listing presentation** 22 Point Marketing Plan* List property Listing agreement Market property With your marketing plan Communicate with seller 22 Point Marketing plan Internal marketing checklist*

Your New Listing Marketing Checklist Organizes your activities Provides focus to your day Allows you to delegate Allows you to systemize the process Provides you a promotional tool for sellers This suggested checklist is available to you. Customize it for your own use.

A New Lead Generating Strategy: Following Up on the Internet Lead Prioritized lead sources Numbers to produce results Leads are gained either Proactively Reactively Is following up on a Internet lead proactive or reactive?

Challenges in Internet Follow Up Agents don’t follow up quickly enough – need a process Agents give away too much information in their replies Agents don’t know how to transition from ‘cold communication’ (email) to ‘warm communication’ (phone) ‘Conversion rates’ are much lower than the agent imagines Time frames much longer than the agent imagines

First Step: Respond Quickly When: Within 8 hours In your email: Attach a benefit to a feature and ask a question Share something of yourself Attempt to humanize the communication There’s a sample Internet reply note available to you

Following Up on the Internet Lead Rule: Pick Up the Phone Fast! On the phone: Listen for non-verbal ‘hints’: Pace of words Pitch of words Inflections Pauses ‘Pace’ and mirror these verbal habits to help the potential client feel comfortable with you Reason to call: Any excuse you can think of – information, question, concern

Another Lead Generating Method: The Expired Listing Challenges calling on the seller: Seller had a bad experience Seller was not told the truth Seller wary of agents Seller is tired of listing

About Expired Listings How to find expired listings Good target markets to explore Can optimize with circle prospecting Contact principles to use Follow-up is key Point: establish trust through consistency Circle prospect to optimize contact

The Expired Listing Survey Use the survey approach to gain rapport and trust with sellers Repetition, consistency and follow-up are key The survey approach is available to you

In This Session: Accomplishments Integrated the Better Homes and Gardens ® brand vision and values with your vision and values to create an effective listing presentation. Created several value-added services and offered methods to explain and show them to prove to sellers you are worth more than the commission Provided a model listing checklist to customize and use after you’ve listed the property Explored how to follow up on the Internet lead Added one more pro-active lead generating source: the Expired listing

Recommended Actions to Take Right Now Do the items in your Recommended Action Plan Checklist to be ready for your next session or accountability check-up Practice your listing presentation (with market analysis) with someone Integrate your value-added services into your listing presentation Customize your after-listing checklist Watch the referenced video available under the Greenhouse Learning Tab

Summarizing Your Accomplishments Business Development: Lead generating work 300+ sales contacts How many results? Listing appointments Showing appointments Sales Listings/listings sold Student handout and facilitator materials page 13

Summarizing Your Accomplishments Business Support: Buyer system Seller system Client follow-up system Marketing plans for contacts and clients Personal marketing vehicle (See your Recommended Action Plan Checklist) Student handout and facilitator materials page 14

Summarizing Your Accomplishments Sales Skills: 4 methods of proactive lead generation 2 methods of reactive lead generation Listing presentation Buyer presentation Handling of 20+ objections Negotiating skills

Your Action Plan: Next Steps What do you still want to accomplish? What do you want to refine? You now have all the tools to self-manage your business Student handout and facilitator materials pages 15 Give yourself the gift of constant refinement—to mastery!

Keep Managing Your Business With These Self-Management Systems Your Lead Generating plan Your Follow-Up System for contacts Your Marketing Plan for various target markets Your Suggested Weekly Schedule – create and measure results Student handout and facilitator materials page 15

What About You? 5 most important things you learned in the program What you implemented that will make a difference in your business Three biggest accomplishments Changes you’re making in your business How you’ll continue this ‘self-management’ business plan and skills Student handout and facilitator materials page 16

Steps to Take Right Now Complete any of the Recommended Action Plan Checklist that you still need to complete to move your business to the next level Meet with your coach to plan your next 2 months (and more) in the business Celebrate your Seeds of Success completion! Student handout and facilitator materials page 16

It’s Been Our Pleasure! Student handout and facilitator materials page 22 Thank you for the opportunity to assist you in developing an ever-more fulfilling business!