2. Introduction: mindset & models
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3. Why are you here?
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4. Words of Wisdom
“When you interview the very top people and ask them what their biggest challenge is, invariably they will tell you it is mindset—keeping it strong, focused, and positive amid the many challenges they encounter every day on their way to the top and staying there. The vast majority say this is their top issue—not leads, but mindset.”
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5. Success Begins with Proven Models
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6. The Seven-Step Seller Service Cycle
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7. Mindset and Actions Your Mindset Change Your Actions
Getting the Most Out of this Experience
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8. Chapter 1: Lead conversion
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9. Conversion Ratios
“Converting leads to appointments and converting appointments to listings (seller agreements) are huge drivers of your economic success. They are both accomplished by a skilled presentation with a firm grasp of scripts and dialogues.”
The Millionaire Real Estate Agent, p. 132
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10. Step One: Lead Conversion
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11. Lead Conversion Begins with Leads
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12. Prequalify for a Listing Lead
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13. The Lead Conversion Model
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14. Successful Lead Conversion Outcome
Business-building conversations aim to achieve these goals:
Get an appointment.
Get a referral.
And they always accomplish the following:
Strengthen the relationship.
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15. 1. Capture Opportunities with Seller Leads
Capture Techniques that Work
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16. 2. Connect Connect with Behavioral Styles
Prequalify the Seller During Capture
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17. 3. Close to Appointment Use the Lead Sheet to Get the Appointment
Ten Classic Closes
Answering Questions vs. Handling Objections
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18. Words of Wisdom
“The right approach to close for a meeting is the only approach—ask for it!”
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19. Role Play: Close the Appointment
With a partner, take turns practicing using the Prelisting Lead Sheet and the scripts from the previous pages. Each person should practice being the seller and the agent.
Capture, connect, and complete the lead sheet.
Defer objections until the appointment.
Close for the appointment.
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20. Real Play – Lead Conversion
Goal: Get as many appointments as you can in 15 minutes
Start dialing with the leads you brought to class and convert as many as you can to appointment, if they are able, ready, and willing.
Use your scripts and Prelisting Lead Sheet.
Capture, connect, and complete the Prelisting Lead Sheet.
Defer objections until the appointment if possible.
Close for the appointment if appropriate.
Record your results on the call log.
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21. 4. Cultivate Stay in Touch with a Plan
Track Your Lead Generation and Lead Conversion
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22. Take Action
Major points
Aha’s
The ONE Thing?
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23. Chapter 2: prelisting
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24. Step Two: Prelisting
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25. Prelisting: The Big Picture
Prelisting is:
A package
A process
A “buy-in”
“If you have a powerful prelisting package, its main job is to cover the dirty work; all the things that people might object to and all the things that people need to know about.”
Gene Rivers, Mega Agent, Tallahassee, Florida
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26. Activity
What’s in a Prelisting Package?
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27. Activity
Objections on Price Recommendation
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28. Your Value Proposition (VP)
Your VP speaks to things you do for your sellers that:
Satisfies their needs
Adds value to their lives
Adds value to their transaction
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29. Your Unique Selling Proposition
Your Unique Selling Proposition (USP) is about features and benefits you bring to the table that set you apart from competitors.
Your professional and personal background
Education and special interests
Talents and skills—whether developed in your real estate practice or elsewhere
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30. Take Action
Major points
Aha’s
The ONE Thing?
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31. Chapter 3: Listing consultation
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32. Step Three: Listing Consultation
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33. Prepare Yourself Five strategies for a great listing consultation:
Know Your Scripts and Materials
Understand the Market
Use Communication Techniques that Build Rapport
Be a Consultant, Not Just an Agent
Build an Appointment Toolkit
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34. The Consultation Ten steps to master the consultation:
Confirm the Appointment
Adopt a “Yes” Mindset
Enter and Tour
Begin the Conversation
Uncover and Prioritize Needs
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35. The Consultation (continued)
Check for Commitment
Handle Objections
Set Expectations
Negotiate to Resolve Issues
Close
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36. Consultation Follow-Up
You Won
Thank You and Start Servicing
You’ll Win the Next One
Deferred or Postponed Listing
Deciding on Follow-up
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37. Take Action
Major points
Aha’s
The ONE Thing?
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38. Chapter 4: Servicing and Marketing
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39. Step Four: Servicing and Marketing
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40. Three Levels of Service
Purpose
Value Proposition
Fiduciary
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41. Service Standards
Standard: yardstick of your performance; measure of how well you’re performing
Activity
What are your service standards and how are you accountable them?
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42. Team Service Highly-productive listing agents …
Develop
Document
Train their teams
to maintain the highest possible standards of service.
Discussion: Team Service
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43. Marketing Marketing Plan Marketing Message and Methods
Managing a Marketing Budget
Staging
Pricing
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44. Take Action
Major points
Aha’s
The ONE Thing?
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45. Chapter 5: Offer and negotiations
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46. Step Five: Offers and Negotiations
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47. Presenting the Offer Best Practices Moment of Truth Multiple Offers
Low-Ball Offers
Activity: Role Play Scripts
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48. Respond to the Offer
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49. Negotiate Remember the KW adage, “Win-win or no deal.”
Activity: Negotiate This!
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50. Finalize the Contract
Make sure every contract contains two conditions:
The circumstances under which the contract will become active (or in effect).
What the buyers must do over the course of the specified contract period for the contract to remain valid.
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51. Take Action
Major points
Aha’s
The ONE Thing?
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52. Chapter 6: Contract to close
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53. Step Six: Contract to Close
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54. Words of Wisdom
“When it comes to bullet-proofing the transaction, take the ‘everything-will-go-wrong’ approach. Assume everything will go wrong and come up with ways to possibly prevent them from happening or effectively deal with them if they do.”
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55. Contract to Close Flow Clear title Loan underwritten and funded
Closing Disclosure
Closing
Recordation and possession
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56. Keep the Transaction Together
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57. Seize This Golden Opportunity
Discussion: How do you leave a good impression?
“Agents have two agendas: 1. to move the current transaction toward a successful closing and 2. to ensure referrals. Most agents don’t get that.”
Gary Keller, cofounder and chairman of the board, Keller Williams Realty
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58. Activity
Play the Numbers Game: Contract to Close
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59. Take Action
Major points
Aha’s
The ONE Thing?
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60. Chapter 7: Postclose systems
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61. Step Seven: Postclose Systems
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62. Client for Life: The Big Picture
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63. Surveys, Reviews, and Testimonials
Discussion: When and how should you survey your customers?
Ask for testimonials and reviews!
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64. Follow-Up with Customers
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65. Touch Campaigns
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66. Take Action
Major points
Aha’s
The ONE Thing?
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67. Chapter 8: conclusion
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68. The Seller Service Cycle
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69. Activity: My Future with Sellers
Write your version of the winner’s day
Use “I” and make it as personal as you can.
Put your heart into it.
Describe your big life.
Don’t let your fear get in the way.
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70. My ONE Thing Action Plan
Retrieve your ONE Thing statements from the end of each of your chapters from the introduction through step seven.
Write each of your lead activities.
Take a moment to share your activities with others around you.
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71. Accountability Who will hold you accountable?
Personal Accountability – make no mistake, you cannot do this alone - commit to being accountable to someone else.
Partners in Success
Coaching or Mentoring Program
Career Growth Initiative
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72. Revisit Your Goals
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73. From Aha’s to Achievement
How are you going to change your actions?
What tools will you use?
How will you be accountable?
What do you want to achieve?
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74. Scripts and toolkit
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