1. The Weichert Value Story
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
The Weichert Value Story
Weichert University October

2. Let’s Get Started Success Stories Announcements/Updates Today’s Agenda
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Let’s Get Started
Success Stories
Activities Board
Success Story Board
Call Session Results
Announcements/Updates
Today’s Agenda
Weichert University October

3. Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Objectives
Identify and practice key sales techniques that will enable you to demonstrate value first.
Learn all components of the Weichert Listing Process.
Observe and practice using the Getting to Know You and Your Home tool.
Observe a demonstration of the Weichert Listing Presentation.
Differentiate between a Comparative Market Analysis (CMA) and Weichert’s Price Trend Analysis (PTA).
Weichert University October

4. Let’s take a closer look...
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
We have a sales process that DEFINES Your Value and the value Weichert provides your clients.
There are three tools we use in the Listing Process to demonstrate our value.
Let’s take a closer look...
Weichert University October

5. Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Prepare
Getting to Know You – You need to show the seller you’ve got heart . This tool gives you the chance to do just that - it’s all about the relationship.
Need the new image for getting to know you and your situation
Weichert University October

6. Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Present
What do you need for the Listing Presentation? The Cowardly Lion’s courage and conviction to tell the story and share the value – even in the face of “Will you do it for 4%?”
Weichert University October

7. Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Price
What do you need with the Price Trend Analysis? Analytical skills and intellect come into play here.
Weichert University October

8. A Value Story What do we mean when we say “value story?”
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
A Value Story
What do we mean when we say “value story?”
A value story is created to demonstrate why a customer should buy your product or service rather than a competitor’s. The Weichert value story is depicted in our Listing Process to help you justify your worth – full commission – to your customers.
Weichert University October

9. Why is the Value Story so Critical?
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Why is the Value Story so Critical?
You distinguish yourself from the competition.
(The competition WANTS to be the same so the only difference becomes commission)
Helps you overcome the brokerage fee issue.
Seller knows what to expect because you share EVERYTHING you’ll do to sell their home.
Sell Value FIRST. Defer the commission conversation so you can share the full Value Story.
Weichert University October

10. Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Why We’re Different…
The Weichert Listing Process is just that, a PROCESS
Allows time to build rapport with your client
Offers a personalized, customized presentation to your client
Demonstrates the value of working with YOU and with WEICHERT
Weichert University October

11. Fast Track Facilitator Notes Session 3: The Weichert Value Story
Weichert University October

12. Key Sales Techniques Differentiate Yourself Create Value Statements
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Key Sales Techniques
Differentiate Yourself
Create Value Statements
Getting to Yes (Closing)
Engage
Defer
Weichert University October

13. Sales Technique: Differentiate Yourself
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Sales Technique: Differentiate Yourself
Our Approach:
“I’ve prepared a customized Marketing Plan for you.”
“Weichert Lead Network is an exclusive system we’ve developed “
“Our Price trend Analysis is unique in the industry. Let me show you . . .”
“At Weichert we do things differently. Here’s something you may find of interest . . .”
“I will also offer you this exclusive weekly internet listing report.”
Review page 3-2 and Complete the exercise at bottom of page.
Weichert University October

14. Value Statements (Features & Benefits)
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Value Statements (Features & Benefits)
Feature:
A prominent characteristic of a product or service
Benefit:
What the customer gets from the product - convenience, comfort, time, money, stress-reduction, etc.
Salespeople who excel describe a feature of a product or service and then provide the benefit the seller will derive from that feature.
Weichert University October

15. Creating Value Statements
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Creating Value Statements
As you describe your capability to your clients, think VALUE STATEMENTS:
Statements that contain a feature or fact
Statements that contain a benefit or meaning to the client
Use bridges to connect the two.
This means that . . .
What this means for you is . . .
With this you get . . .
Because of this, you will be able to
Weichert University October

16. Example Value Statement #1
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Example Value Statement #1
Bridge
Feature
Benefit
Changing the F/B
This building has very strong financials.
Because of this …
You are less likely to incur large assessments in the future.
Weichert University October

17. Example Value Statement #2
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Example Value Statement #2
Bridge
Feature
Benefit
When buyers search online, we have the ability to directly connect them to a sales associate like me.
This means . . .
Our response time to interested buyers is minutes compared to days, getting more buyers previewing your property sooner.
Weichert University October

18. Example Value Statement #3
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Example Value Statement #3
Bridge
Feature
Benefit
Changed the benefit
We mail within the building and the surrounding ones to inform people that your property is available and to invite them in. Let me show you the quality of our cards.
That’s why . . .
Your neighbors are one of the greatest resources to market your property.
Weichert University October

19. Example Value Statement #4
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Example Value Statement #4
Bridge
Feature
Benefit
I will bring my colleagues in to walk them through your residence.
By doing this . . .
They will be in a better position to describe and market your residence to all their buyers.
Weichert University October

20. Example Value Statement #5
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Example Value Statement #5
Bridge
Feature
Benefit
I will send you this weekly report, summarizing the activity your listing receives on these top real estate sites
By doing this . . .
We will be current with any changes in the market so we can adjust our plan, if necessary, and stay ahead of the trends.
Weichert University October

21. Test Your Value Statements
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Test Your Value Statements
When you make a statement, ask yourself
“so what?”
If you can’t answer the “so what” for the customer, you may be missing the value.
Weichert University October

22. Closing and Getting to Yes!
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Closing and Getting to Yes!
What you can say to close:
“Is this a service you would want?”
“Would you find this of value?”
“Does this work for you?”
“Is this helpful?”
What you can do to close:
Schedule the first Open House
Invite Seller to edit the property highlight sheet
Ask Seller to select their favorite pictures for the online ad
Confirm Seller’s address to send Listing Click Report
Weichert University October

23. Sales Technique – Engage!
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Sales Technique – Engage!
Ask the sellers questions to engage and involve them in the selling process. They will often sell themselves.
Ask. Listen. Summarize.
Bring the seller’s wants and needs into the value story – find ways to personalize the story to reflect what they’re looking for.
Weichert University October

24. Examples of the Engage! Technique
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Examples of the Engage! Technique
“You told me that ___ was important to you, right? Here’s where we address this.”
“What’s most important to you in this move you’re making?”
“Does it surprise you to know that the NY Times online subscriptions outnumber the print subscriptions?”
Weichert University October

25. But what if commission comes up?
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
But what if commission comes up?
The key is to sell the value story FIRST.
If you don’t, what leverage will you have?
We’ll be discussing and practicing an important technique in this program . . .
The Defer Technique
Weichert University October

26. Fast Track Facilitator Notes
Session 3: The Weichert Value Story
The Defer Technique
Seller: “Before you come over, I just want you to know that Brand X will do it for 5% so if you’re higher, don’t bother.”
You: “I understand. We can discuss that when we meet on Thursday. We’re set for 4 o’clock, right?”
Weichert University October

27. Keep Deferring Seller: “So . . . Will you take it for 5%?”
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Keep Deferring
Seller: “So Will you take it for 5%?”
You: “We can discuss commission in a moment. Let me review what’s happening in the market. I’ve prepared a Price Trend Analysis to help you in making a decision on price.”
Weichert University October

28. The Name of the Game Listings are the inventory of Real Estate
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
The Name of the Game
Listings are the inventory of Real Estate
Every business needs inventory to succeed
Listings give the company and YOU control of the business
Listings promote the Weichert Brand
Listings = $$$$$$$$$$$
Weichert University October

29. Demonstrate the Weichert Difference
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Demonstrate the Weichert Difference
GTKYS still, the other image cant change b/c it’s all one larger one
Prepare
Present
Price
Weichert University October

30. Step 1: Getting to Know You and Your Home
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Step 1: Getting to Know You and Your Home
Sellers Think: Do I like you? Do I trust you?
GTKYS image
You’re using the “Getting to Know You” tool to:
Build rapport
Demonstrate your professionalism
Show sincere interest in the sellers
Learn about the sellers and their property
Separate yourself from the competition
Weichert University October

31. First Visit: Getting to Know You
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
First Visit: Getting to Know You
Establish rapport
Take the lead and set the agenda
Uncover needs and priorities
Get to know the residence
Close and confirm 2nd appointment
Review Getting Know You Checklist on page 3-10
Review page 3-11
Weichert University October

32. Practice: Get to Know the “Getting to Know You and Your Home” Tool
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Practice: Get to Know the “Getting to Know You and Your Home” Tool
Break into pairs
Practice using the guide to uncover the seller’s concerns and priorities
Role-play for 5 minutes
Debrief
Weichert University October

33. Presenting the “Weichert Brochure” During Your First Visit
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Presenting the “Weichert Brochure” During Your First Visit
“Thank you for allowing me to tour your residence. Here’s a brochure that I think you will find helpful as you think about what’s involved in selling your property. We’ve anticipated some questions you might have and provided answers here . . .
Here’s the Seller’s section . . .”
Just covered logo
Weichert University October

34. Preparations for the Next Appointment
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Sales Associate:
Complete a Price Trend Analysis
Organize all materials
Practice, Practice, Practice!!!
Using the Marketing Resouce Center:
Create customized portfolio pages
Getting to Know You Brochure
Photos of the property
Review page 3-13
Weichert University October

35. Step 2: Share the Weichert Value Story
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Step 2: Share the Weichert Value Story
Sellers Think: Are you competent? Can you represent me? Can you bring me buyers? Will you work hard for me?
That image
You’re using the Weichert Listing Presentation to:
Demonstrate value
Show you have a plan
Express your commitment
Gain their confidence
Weichert University October

36. The Weichert Difference . . . Six Distinct Advantages
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
The Weichert Difference . . .
Six Distinct Advantages
In our MRC, it’s still six advantages…what are we doing with Gold services?
Weichert University October

37. Second Visit: The Listing Presentation
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Second Visit: The Listing Presentation
Continue to build the relationship
Open and preparation
Uncover needs and engage the client
Provide value and service
Close
Review Weichert Listing Presentation Checklist on page 3-15
Review page 3-16
Weichert University October

38. Demonstration of the Listing Presentation
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Demonstration of the Listing Presentation
Facilitator will conduct a live demonstration of the entire Weichert Listing Presentation
Observe and follow the Weichert Listing Checklist
Q&A to follow
Weichert University October

39. Step 3: Present the Price Trend Analysis
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Step 3: Present the Price Trend Analysis
Sellers Think: Do you know the local market? Can you get me the best price for my residence?
You’re using the Price Trend Analysis to:
Go beyond showing MLS sheets and “comps”
Present a visual summary of the data
Help sellers see the trends in their local market
Demonstrate your expertise in real estate, pricing and knowledge of inventory
Weichert University October

40. Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Next Steps
Have listing paperwork already filled out and ready to fill-in the necessary blanks and get it signed.
Schedule the first few Open Houses.
Discuss any additional questions and necessary information.
Review “Leave Behind” and other materials you have for them at this time.
Schedule and confirm follow up appointments.
Weichert University October

41. Listing Presentation Practice Opportunities
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Listing Presentation Practice Opportunities
In-Class with peers next week
Role play in groups of three – each will have turn presenting a portion of the presentation
Observe and give each other feedback using the checklist
Individual Appointment in week three
Scheduled individual appointments
Deliver the entire presentation
Manager to observe and provide feedback
Page 3-21
Weichert University October

42. Preparing for the Practice Sessions
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Preparing for the Practice Sessions
Study dialogue Weichert Value Story – The Listing Process, Dialogue and Tips Guide
Take online courses
Weichert University October

43. Taking Care of Business
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Taking Care of Business
Weichert University
Related on-line courses on WeichertOne.com
The 1st Step in the Listing Process: Getting to Know You
Weichert Listing Presentation: Dialogue and Tips
Weichert Listing Presentation: Effective Closing Techniques
WeichertOne Sales Associate Resources
Weichert University October

44. Taking Care of Business
Fast Track Facilitator Notes
Session 3: The Weichert Value Story
Taking Care of Business
WeichertPRO.com
- Related Online Training
Navigating the Contact Management Page
Today’s Work Assignments
Tomorrow’s Agenda
Have a Productive and Successful Day!
Weichert University October