1. ***Read this slide and then delete for presentation***
Test and preview the videos on slides 9 and 11.
Prepare for group input and discussions on slides 4, 5, 6, 10, 12, 15, 16. Flipchart and markers are suggested.
Select one or two Sales Associates from your office that are experts with pricing. These individuals should routinely track what is happening in the market and habitually uses the PTA or Enhanced PTA to visually demonstrate the objective information. Instruct them to prepare to share and demonstrate what they do.
Edit slide 17 to insert Sales Associate(s) photo and name.
If you have not done so already, prepare a ‘grab and go’ area that supplies local market statistics that can be used when preparing pricing materials. If you currently do not have this set up, discuss with the group what should be made available and form a team that will commit to keeping the data updated and supplied for all to use.
Make copies of the handouts accompanying these slides:
Self-Diagnostic Checklist
Tips to Help You Get the Seller to Take Your Lead on Price
Sales Planner

2. Your Sellers Will Be Glad They Followed Your Lead.
Win the Pricing War
Your Sellers Will Be Glad They Followed Your Lead.

3. Wouldn’t you agree that price is the most critical factor to getting the property sold?

4. Then why is that most agents treat it like a guessing game?

5. How does it feel when you allow the seller to take the lead on price and you end up listing too high from the start?

6. What are the ramifications when you take a listing that is priced too high from the start…
For You?
For Your Clients?

7. Stop
the Madness!

8. The Market Update and PTA Tools Help Michele Win the Price War
Michele prepares a customized Market Update presentation and PTA for every listing appointment.
Because of her preparation, knowledge and confidence she gets listings based on her price. It is simply how she chooses to work. Her results prove it works.

9. What’s Your Takeaway?
What did you like about Michele’s approach to pricing?
Which technique are you going to try?

10. The Leave Behind and Enhanced PTA Tools Help Jose Win the Price War
Jose prepares a customized Leave Behind booklet, including a comprehensive pricing section using the Enhanced PTA for every listing appointment.
His thorough analysis on local pricing trends and his customized preparation for each property gives him the confidence convince his clients on the right price.

11. What’s Your Takeaway?
What did you like about Jose’s approach to pricing?
Which technique are you going to try?

12. “Show” Objective Information
Go beyond showing MLS sheets and “comps” (what everybody else does)
Present a visual summary of the data using the Leave Behind booklet or Market Update presentation with the PTA or Enhanced PTA
Help sellers see the trends in their local market
Demonstrate your expertise in real estate, pricing and local market area

13. Present Big Picture to Detail
Local Market Statistics
Absorption Rate
Days on Market
Competitive Comparables
What Else?

14. The Power of Objective Information
What is the benefit to YOU for using and showing objective information during the pricing discussion?
What is the benefit to your clients?

15. Pricing Expert How do you become an expert on price?
What analysis do you do?
What resources do you use?
As a team what can we do to stay up-to-date with local market trends and data?

16. Our Very Own Pricing Expert(s)
Insert Photo
Sales Associate Name

17. Assess Your Skills
Use the Pricing Discussion Self-Diagnostic Checklist to help you prepare for and then evaluate your listing appointments.
Distribute Handout.

18. Tips to Help You Get the Seller to Take Your Lead on Price
Be direct about the benefits of strategic pricing
Get them to see it from the buyers position
Call out the risks of ‘testing the market’
Set them straight about overpricing to allow room to negotiate
Demystify the myth that agents want to price low to sell faster and easier
Tell them what to ask other agents
Distribute Handout.

19. Resources for Preparing a PTA

20. Tips for Using the Leave Behind
Use the Marketing Resource Center to update and edit the customizable pages.
When assembling the booklet add the completed customized PTA and additional market statistics visuals to section pertaining to price.

21. Tips for Using the Market Update
Update and edit the market absorption data.
If using the Market Update at your listing presentation to discuss the market before reviewing the PTA remove the following slides:
Progress in Marketing Your Home
A Plan for Moving Forward

22. Additional Resources

23. Thank you to Michele and Jose for their video contribution.
Michele Church
Washington Twp., NJ
Jose Garza
Bayonne, NJ

24. Sales Planner Follow Up
Did it help keep you on track for the week?
What challenges did you have? What will you do differently next time?
What successful results did you have this week?
Distribute Handout.

25. Complete This Week’s Sales Planner
List your sales opportunity such as securing a listing, lead follow up, etc.
List a minimum of two new prospecting opportunities for generating new leads and appointments. Book an appointment a day!
List the actions you need to take in order to achieve this opportunity (e.g. call past customers for referrals, follow up with Open House Guests, prepare a PTA).
Add appointments and planned work to your daily and weekly schedules as appropriate.
Update the results column once you complete the column for each sales opportunity. Include what happened and next steps. Be prepared to share at the next training session.

26. Follow up w/ expired lead
Stop by to drop off brochure, etc.
Approach FSBO listings
Drop by to introduce yourself, etc.
Five and fill them
Prospect to fill your five pre-set appointments
Know my market area
Preview and inspect properties
Plan and schedule sphere/pure gold follow up
Stay Connected
Office Mtg
Follow-Up Calls
Open
House
Drop by FSBO
Make Calls
Appt 10-11
Caravan
Preview Properties
Appt 1-2
Show Properties
Drop by FSBO
Appt 6-7
Appt 3-4
Appt 4-5

27. To your business plan! To yourself! To your customers!
BELIEVE
In yourself! Your talent! In the Weichert process and tools for securing listings and business.
ACT
Now! And Often! Do what it takes to make a difference and achieve results.
COMMIT
To your business plan! To yourself! To your customers!