1. Building Buyer Loyalty
To last a Lifetime

2. What Kind of Driver Do YOU Want to Be?
This kind?
Or this kind?
Taxi Cab
Official Pace Car
Are you going to be led…or are you going to be the one who leads?

3. Don’t be a Taxi Driver
There is no prize for showing the most properties to a potential buyer.
When you have taken the time to build the relationship, learn about the Buyers needs and wants, get the “mental exclusive” . . .
Your success will soon follow!

4. To be most effective . . . To gain the buyer’s loyalty…
To differentiate yourself…
You have to get in their heads before you get them in your car.

5. How do you know . . . When you have a LOYAL buyer?
The buyer who agrees to meet you in the office is a LOYAL buyer.

6. Agenda Review the Buyer Consultation process
Share tools & ideas to customize your presentation
Your Value Statements
Practice “Getting the Appointment”
Practice Consultation Dialogue
Presenting the Escalation Clause

7. Let’s start with a Question . . .
What challenges have you had working with buyers?
Why do you think the buyers attitude has changed?

8. Our Research
We asked the top associates in our company who have demonstrated success in working effectively with buyers, what they’re doing.
Here’s what they told us…

9. Weichert Sales Associate Focus Group
Best Buyer Conversion
(Essential Unanimous Steps in Process)
Use Buyer Presentation (to control buyer through process)
Hand off to GSM (to qualify buyer’s financial capability)
Know Listing Inventory (to streamline volume of showings)
Share factual data (to support opportunity in market & show your value)
Present offer face-to-face
ALL SHARE PERSONAL BELIEF THAT NOW IS A GOOD TIME TO BUY!

10. Advantages of Buyer Consultation
Increases Buyer loyalty
Differentiates Weichert associates and reinforces our value
Educates or re-educates Buyers about current market
Motivates Buyers to buy now, rather than wait
Allows us to control the Buyer rather than letting Buyer control us
Gives us the opportunity to cross-sell our “one-stop shopping” services

11. Who has tried this process?
How has the buyer consultation process and tool helped you:
Build buyers’ loyalty?
Motivate buyers to buy now, rather than wait?
Take control and be in the driver’s seat?

12. What STOPS you from using the Buyer Consultation with EVERY New Buyer?

13. What do you say when a buyer says. . .
“I’d like to see the house on 123 Main Street. Can you meet me there now?”
The owner requires a courtesy call and some notice. Let me give you the directions to my office, and you can head over here while I track them down.”

14. What do you say when a buyer says. . .
“Just send me listings, and when I see one I like, I’ll call you to meet”
You will find that by meeting with me first, to discuss Exactly What you Want and Need, I can show you only the properties that are worth seeing…instead of wasting time reviewing listings. Is Saturday morning or Thursday evening better?

15. What do you say when a buyer says. . .
“I don’t have enough time to come to your office first.”
If its more convenient, we can meet at the Dunkin Donuts (or a Weichert office closer to the property) down the street first. There is some information I need to share with you before we see the house, ok?

16. What do you say when a buyer says. . .
“The other agents always meet me at the house…”
My clients appreciate the fact that I take the time to review the property, process and market with them before seeing the house. It made them feel more prepared. Do you know how to get to my office?

17. The Buyer Consultation
The Sales Associate
The Gold Services
Manager
Establish Rapport & Build the Relationship
Preparation Leads to Success
Conduct the Meeting
Introduce the Buyer to the Gold Services Manager
Close the Meeting
Establish Rapport
Uncover Needs
Share Gold Services Value Story
Validate Now is the Time to Buy
Pre-Approval Process
Next Steps and Close

18. Practice Round 1: Your Roles
The Observer will watch the practice and take notes. Use the checklist.
The Buyer will give the Sales Associate a realistic skill practice. Use the Buyer Profile #1.
Sales Associate: Build rapport first, then proceed to the actual consultation by using the Buyer Consultation Presentation and the Getting To Know You and Your Next Home form. Use all the “props”.

19. Practice Round 1: Get the Appointment
Jane or John Erikson
Associate met them at Open House
Currently Renting in the city
Wants to move to the suburbs
Not interested in the house where you met
CLOSE FOR BUYER CONSULTATION APPOINTMENT
Practice Time: 15 Minutes
Go!

20. Feedback Discussion
Start with the Associate who practiced: What do you think you did well? What would you consider for next time?
Then ask the Buyer: What worked well for you? What would you suggest for next time?
Observer: What did the Associate do well? What should s/he consider for next time?
Observer: Please hand the Associate the completed checklist and your notes.

21. Presenting the Buyer Consultation
First, establish rapport
Next, show the Buyer Consultation
When you see the “Getting to Know You and Your Next Home”, pull out the questionnaire and use it

22. Have your “Props” Ready
Props for the “Home Buying Process” segment
Weichert Brochure
Guide to the Buying Process
Pledge of Service
Agency documents
On the page, “Houses priced right are selling fast” show MLS property sheets with houses that have sold quickly (in green marker).
On the last page, along with the properties they’re going to preview, give them a blank Contract of Sale so they can review at their leisure.

23. Lets Walk Through it Together
Watch the demonstration and take note of:
Uncovering Wants & Needs
Buyer Agent Value Statements
Open Ended Questions
Agreement Closing Statements
When did the agent gain the Buyers’ Commitment?

24. Let’s Practice
Decide who will play the Observer. You’ll be using the same checklist we used before.
Decide who will play the Buyer. Here’s a set of Buyer Profiles stapled together. Use the Buyer Profile #1 and review your role so you can play the Buyer.
Sales Associate: Review the Buyer Consultation & the “Getting to Know You and Your Next Home”. I have all your “props” on the table – Weichert Brochure, agency disclosure, etc.

25. Practice Round 2: Presenting the Buyer Consultation
Chris Moyer
Called in during Op Time
Wants to sell his/her home and buy another
His/her house has been on market for 3 months
Practice Time: 20 Minutes
Any questions?
Go!

26. Feedback Discussion
Start with the Associate who practiced: What do you think you did well? What would you consider for next time?
Then ask the Buyer: What worked well for you? What would you suggest for next time?
Observer: What did the Associate do well? What should s/he consider for next time?
Observer: Please hand the Associate the completed checklist and your notes.

27. Imagine that you have already….
Built rapport with the Buyers
Uncovered their wants and needs
Discussed what’s happening in the market
Educated them on the home buying process and how you will work with them
Mentioned about additional helpful Weichert services that your Gold Services Manager will cover
Now you’re ready to hand them over to the GSM…..

28. Let’s practice the handoff
Sales Associate: brief the GSM on key points, give them the Getting To Know You and Your Next Home form and introduce the GSM to the Buyer.
Observer: please play the “GSM” for the purposes of this 2-minute practice.
Go!

29. Practice Round 3: Buyer Situation
Sandy Smith
Referral from previous client
Currently owns condo
Hoping to buy house in same town
Already has a pre-approval
Practice Time: 10 Minutes
Any questions?
Go!

30. Feedback Discussion
Start with the Associate who practiced: What do you think you did well? What would you consider for next time?
Then ask the Buyer: What worked well for you? What would you suggest for next time?
Observer: What did the Associate do well? What should s/he consider for next time?
Observer: Please hand the Associate the completed checklist and your notes.

31. Debrief Do you feel comfortable with the new process and tools?
Do you feel comfortable with the Buyer handoff from you to the GSM?
Does this tool help build buyer loyalty and get them to pull the trigger?
What insights do you have from this process?

32. The Escalation Clause How do you present it to your Buyer?
How do you present it to the Seller?
What is the value to your client?
Hand out escalation clause addendum

33. Key Tips and Techniques
It’s a conversation, not a presentation. Ask the Buyer questions along the way.
Slow down It takes time to emotionally connect with the buyers. Take control by slowing yourself down to slow them down.
Use the Defer Technique to stay on track. “We’ll get to that . . .” “We’re going to cover that in just a few minutes First, I need to show you…”
Working as an Associate/GSM team is most effective.

34. Additional Resources
Go to WeichertOne, Sales Associate Resources, Working with Buyers and check out the Buyer Consultation page.
There’s helpful dialogue, tips, and ideas there!
The Buyer Consultation presentation is there, too.
Take the online Buyer Consultation course on Weichert University to learn even more and review this tool.

35. Thank you for your active participation and focus today!