Working with Buyers 3

How Buyers Find Agents 57% of business comes from repeat clients and referrals. 66% interview only one agent – typically referred by a friend or neighbor. When a buyer asks a friend for a recommendation, you want to be the one. For details see Manual Page 54

How Buyers Find Homes Page 55 47% of buyers who searched with a mobile device used an IPhone, 40% used an IPad.

Make It Easy proven lead generator: strong Internet presence— on listing sites, company websites, and social media Most home searches start on the Internet reinforces the importance of green search fields. Homebuyers also search Realtor.com and real estate company websites. MLS sites receive the most search traffic Green REsource Council, USGBC Greenhomeguide.com, GreenandSave.com, Greenbuilder.com, LowImpactLiving.com, ListedGreen.com, GreenHomesForSale.com Get your profile on other websites Page 56

Green Designee Profiles Green designees’ profiles are automatically included in four directories: 1.Realtor.com 2.Realor.org 3.Green REsource Council 4.USGBC Greenhomeguide.com. Page 56

Green Events Look for opportunities: to set up an exhibit booth or information table. sponsor portions of events. sponsor your own event. Page 57

Your Personal Green Brand Establish a strong, consistent personal brand: – Establishes you as an expert. – Builds your reputation with other real estate professionals. – Enhances both recognition and perceived image. If you don’t, they will! Page 58

8 Principles of a Personal Brand 1. Value proposition 2. Repetition 3. Logo and tagline 4. Consistency 5. Commitment 6. Authenticity 7. Congruence 8. Separate personal and professional Page 58

Green Buyer-Counseling Session Objectives: – Build rapport – Distinguish yourself – Learn the buyer’s needs and wants – Obtain a commitment* – Complete a buyer representation agreement* “we’re green, here’s why” packet: – Green properties experience – Area of specialization, services – Professional designations and certification – Community involvement – Statement of sustainability core values – Membership in environmental organizations – Online addresses – Testimonials *For buyer-client services Page 61

Motives, Needs, Wants Green related questions: – Motivation? – Experience? Likes? Dislikes? – Importance of community features (walkability, transportation)? – Aesthetic preferences? – Interest in doing green renovations? – Knowledge about grants and incentives? – Preference for a green- certified home? Page 63

Finding Homes First Stop—the MLS – “Green fields” Green Property Listing sites – Specialize in green listings New Home Builders – Highlight green homes and features Page 66

Seeing the Green Potential Include an energy assessment with the inspection Determine: – home’s energy efficiency – estimating costs – home’s location and orientation for solar water heating or generating solar energy The path to owning a green home may be adding green features and upgrades to an existing home. Page 68

Energy Efficient Mortgages Special financing is available for green upgrades Lenders’ considerations include: – Savings on utilities = more buying power – Adjust the loan-to-value ratio – Increase the allowable debt-to-income ratio Page 68

Objective Information Do: Present objective and verifiable information Provide facts Refer buyers to experts Highlight the green features Don’t Present information in vague terms Present opinions as facts Present yourself as THE expert on all things environmental Interpret green benefits Page 72

Follow-Up Follow up = repeat business Past clients: they already know you New prospects: be patient and maintain contact Spheres of influence: stay top of mind Farm area: become a familiar name Local business owners: source of referrals Page 73