|
First things first
Do your homework. Before you
make a listing presentation,
learn all you can about the
home, the neighborhood,
schools, shopping, etc. Then
record a flattering message
about the property on one of
your Broadcasters.
If you can't learn enough
about the home to do a
complete message, Record a
message you used on a previous
listings. Better still, leave
the message on the Broadcaster
from the last listing you used
it in -- and tell the
prospects how it sold that
listing.
Carry the unit with you in
it's little carrying bag.
During your presentation,
stress that you'd like to be
at their home 24 hrs. a day, 7
days a week until their home
gets sold. Then pull out your
Broadcaster, plug it in, and
play the message for them.
When it's played once or twice
through, turn it off, pull out
a pen and paper, and ask their
input on what else
should be part of your message
-- what do they think is most
special. What first sold them
on the home? What do their
friends like, and the family
members.
After they've coached you on
the message, and you've
listened to their ideas
closely, you're a shoe in.
This is a subtle, but very
effective "close."
They are emotionally committed
to hearing their home on the
air, and having it stand out
in the marketplace.
Captive at the Curb
Here's what to tell a seller
who asks if this is really
better than just having a
for-sale sign;
"If a
buyer drives by and sees a
regular sign, and likes the
looks of your home, they'll
typically write down the phone
number (probably on a napkin)
and they might remember
to call some day.
But
this is like having a TV
commercial that won't let the
audience go the kitchen! The
buyer first has to read the
sign, and set their radio to
AM. Then they tune it to the
right frequency. They'll
typically listen to the whole
message at least twice to make
sure they've heard everything,
and have written down the
important features.
This
means that they will be
sitting at the curb, looking
at your home for at least
5 or 6 minutes! Nobody
is going to forget to call me
about your home after that,
and no other marketing tool
anywhere guarantees that kind
of a captive audience!"
Nobody will discount the value
of this technology once they
realize the power of holding
the buyer "captive at the
curb."
Demonstration Tip
It can be fun and effective to
take a Broadcaster with you on
a listing presentation. It's
like Show & Tell. Here are
some tips.
Pre-record a nice message
about their home or another
nice property. Be sure it
sounds flattering. Otherwise,
let them imagine it -- they'll
probably imagine you sounding
great.
If you take a portable radio
with you, be sure you set it
to the right frequency.
Let the sellers speak a few
words into the Broadcaster,
and play it back for them.
Even better, let their kids
say a something.
Remember: always ask
their input for your message.
Once they help you script it,
they're already onboard.
Use the Andy Rooney
approach
Building rapport with
prospects can be difficult.
Experts say that sharing
common ground -- something you
both agree with -- can
build comfort into a new
relationship with clients.
Here's a fun way to get immediate
agreement, in a casual,
conversational way. You might
call it the "Andy
Rooney" approach.
Try casually throwing in a
question beginning with the
words "Ya Know How . .
.?" For example, your
first words might be "Ya
know how people looking for a
new home like to get in their
cars and drive around looking
for yard signs?"
It's a rhetorical question, of
course. Your tone of voice
assumes they will quickly say
"yes," and they
naturally do. They've just
said they know people like to
drive around. So you're set up
to follow with "That's
why I make my listings
"radio showcases". I
want to grab them while they
are right out front, and get
them excited about your
home."
This explanation is now a
follow-up to their agreement,
and is much more effective
than if you simply made a
speech about why you use a
Broadcaster, without
the Andy Rooney lead in.
Try another one: "Ya know
how frustrating it is to write
down dozens of phone numbers,
and then get home and not
remember which house is
which?" When you agree,
you say: "That's why this
is so effective. Even if
buyers write down 20 phone
numbers, your home is one they
remember, because I've told
them about wonderful, unseen
features."
Or how about: "Ya know
how easy it is to mis-judge a
home when you just see the
outside?" Oh, they
know. "That's a problem
we'll never have with your
home. I don't want anyone to
drive away thinking your home
is _______, when it really is
_______."
Build a couple "Ya Know
How" questions into your
regular conversation with
prospects, and you'll find
more people agreeing with you,
and feeling more comfortable
with you.
"War
Stories" that Get
Listings
Many agents find that the
most effective listing
presentation they make is
one with a 'war story.'
A simple story that shows specifically
how you've sold a home, or
attracted extra attention.
The most effective stories are
unembellished, satisfied
customer stories. They help
reassure your prospects and
prove the value of your
service.
As you collect your own
success stories, get every
single detail you can.
Describe the problem of
selling the home without a
Broadcaster. Explain what
happened when you then used
one. Quote the prospects who
raved about being able to
"tune in."
Practice telling the stories
several times. Write them out
on cards. Develop at least 5
good war stories, for
different types of sellers.
What if you're just getting
started? Share with your
prospects someone else's
war story! We have lots for
you to choose from.
Ernest Lambert tells of a
house that sat for 1 year, and
then sold in a few days to
someone who had passed it
every day -- but never knew it
was the right home until they
tuned in.
That is the real stuff. Let
prospects know that you have
begun using this technology because
sellers have seen that kind of
results across the country,
and you want that extra edge
for their home.
At no extra cost to them. And
remind them just how many
homes they must compete
against in your MLS -- quote
the exact number.
So search your experiences,
and share the most impressive
examples with every prospect.
Remember the features that sold
a home when they were
heard about. Point out that
they could never be seen from
the street. And re-read the
"War Stories" that
fit your situation, then share
them with your prospects.
If you're like the agents
who've written us, you'll find
that a 'war story' makes your
presentation fun and
memorable, and gets you the
listing.
User Tips
What to say when they
say "Why should I list
with you . . .
"It was
frustrating not having
anything special to offer
sellers. I know they are
always thinking 'everyone does
that, why should we list with
you?' I even had a seller say
that to me, and when I blurted
out 'because I'm nicer than
the other guys' they seemed
stunned. But what else could I
say? I didn't have a good
answer.
That's really why I tried this
technology. Now I proudly look
home-sellers in the eye and
say 'Because I'll be
here 24 hrs a day, 7 days a
week, promoting your home
until it sells. I showcase
your home, and make sure every
drive-by prospect gets the
full story on why your home is
special. I won't let your home
get lost in the crowd of homes
for sale' That's a good
feeling. And a very
effective presentation!"
Nelson Boan, Land
Sales, Pulaski, VA
Instant Listing
Recently, I was the third
agent in for a listing
presentation. I took a
Transmitter with me, and had
my message already prepared.
When I pull the Transmitter
out of its carrying bag, and
played it for the sellers,
they were very impressed. I
was the agent who got the
listing.
Joanne Widmer, The
Milton Corp., Rittma, OH
Sample message at
presentation
"I gotta tell you, these
things really get listings.
When I make a presentation, or
call a seller prospect, I'm
offering something more than
the other guys.
I just take a Transmitter with
me to their home, and play a
sample message for them -- and
I get 'em. If I know anything
specific about their home
ahead of time, I do a sample
for their home, and that grabs
them too.
Another agent said to me 'Oh,
when calling prospects, that's
just a gimmick.' I guess he's
right. But if he calls
them, and I call them, I'm
offering more than he is, and
I get the listings. That's a
gimmick I can use.."
Dean Miller, RE/MAX
in the Hills, Bloomfield
Hills, MI
|
