1. Communicating the Brand and Your Value to Sellers
Seeds of Success
Communicating the Brand and Your Value to Sellers
Session Eight

2. Goals of This Session At the end of this session, you’ll have the tools to:
Integrate your company brand and your values into your listing presentation
Create a ‘value-exchange’ to provide exceptional value to sellers
Create an internal checklist for marketing your new listings for your use
Follow up on the Internet lead
Call on expired listings

3. Resources for Session Eight
The Internet Reply Note
The Expired Listing Script
The New Listing Marketing Checklist
Video: The Expired Listing
Also, complete your 3 reports for self-management:
Recommended Action Plan Checklist
Weekly Routine
Self-analysis
All materials and videos can be founded at

4. The Better Homes and Gardens ® Vision and Values
To stimulate energy to a higher level of inspiration and emotion.
Being actually and precisely what we claim to be.
To be contemporary in our approach to business and life.
To have increasing influence.
To consistently exceed expectations.

5. Provide Value-Added and Value-Based Services
Attach benefits to each feature
Example: Feature, Benefit
“One of the services I provide is that I provide a market update to you weekly, so you know the direction of the market. This allows us to make marketing adjustments as needed to reach the best buyer for you.”

6. The Bottom Line
Create:
Trust
Credibility
Make a promise and keep it

7. Go Visual! We believe what we see, not what we hear.
We remember 5 times more when we see as well as hear it

8. 10+ Valuable Services You Provide to Sellers
Market Comparison – how they’re done
Estimate of Net Proceeds
Tips on Making a House Salable
Refer to the information available to sellers on the Better Homes and Gardens ® website
Advice on Timing of Sale
Methods of Financing
Estimate of Repairs
Tips on showing a home
Reasons the home didn’t sell
Area competition

9. Where You are in Developing Your Listing System
What
How
Materials to Use
Pre-qualify seller
On phone/in person
Pre-qualifying questions*
Set appointment
Qualify seller/educate
At home
Qualify Seller
Questionnaire*
Explain how you work
Make 2ndnd appointment
Evaluate your chance of success Do research
Prepare marketing presentation with plan
& CMA/market trends
Anticipate objections with visuals
Company materials
Market trends
Present marketing plan
(what you’ll do & CMA)
At home with all decision-makers
B H and G listing presentation**
22 Point Marketing Plan*
List property
Listing agreement
Market property
With your marketing plan
Communicate with seller
22 Point Marketing plan
Internal marketing checklist*

10. Your New Listing Marketing Checklist
Organizes your activities
Provides focus to your day
Allows you to delegate
Allows you to systemize the process
Provides you a promotional tool for sellers
This suggested checklist is available to you. Customize it for your own use.

11. A New Lead Generating Strategy: Following Up on the Internet Lead
Prioritized lead sources
Numbers to produce results
Leads are gained either
Proactively
Reactively
Is following up on a Internet lead proactive or reactive?

12. Challenges in Internet Follow Up
Agents don’t follow up quickly enough – need a process
Agents give away too much information in their replies
Agents don’t know how to transition from ‘cold communication’ ( ) to ‘warm communication’ (phone)
‘Conversion rates’ are much lower than the agent imagines
Time frames much longer than the agent imagines

13. First Step: Respond Quickly
When: Within 8 hours
In your
Attach a benefit to a feature and ask a question
Share something of yourself
Attempt to humanize the communication
There’s a sample Internet reply note available to you

14. Following Up on the Internet Lead Rule: Pick Up the Phone Fast!
On the phone:
Listen for non-verbal ‘hints’:
Pace of words
Pitch of words
Inflections
Pauses
‘Pace’ and mirror these verbal habits to help the potential client feel comfortable with you
Reason to call: Any excuse you can think of – information, question, concern

15. Another Lead Generating Method: The Expired Listing
Challenges calling on the seller:
Seller had a bad experience
Seller was not told the truth
Seller wary of agents
Seller is tired of listing

16. About Expired Listings
How to find expired listings
Good target markets to explore
Can optimize with circle prospecting
Contact principles to use
Follow-up is key
Point: establish trust through consistency
Circle prospect to optimize contact

17. The Expired Listing Survey
Use the survey approach to gain rapport and trust with sellers
Repetition, consistency and follow-up are key
The survey approach is available to you

18. In This Session: Accomplishments
Integrated the Better Homes and Gardens ® brand vision and values with your vision and values to create an effective listing presentation.
Created several value-added services and offered methods to explain and show them to prove to sellers you are worth more than the commission
Provided a model listing checklist to customize and use after you’ve listed the property
Explored how to follow up on the Internet lead
Added one more pro-active lead generating source: the Expired listing

19. Recommended Actions to Take Right Now
Do the items in your Recommended Action Plan Checklist to be ready for your next session or accountability check-up
Practice your listing presentation (with market analysis) with someone
Integrate your value-added services into your listing presentation
Customize your after-listing checklist
Watch the referenced video available under the Greenhouse Learning Tab

20. Summarizing Your Accomplishments
Business Development:
Lead generating work
300+ sales contacts
How many results?
Listing appointments
Showing appointments
Sales
Listings/listings sold
Student handout and facilitator materials page 13

21. Summarizing Your Accomplishments
Business Support:
Buyer system
Seller system
Client follow-up system
Marketing plans for contacts and clients
Personal marketing vehicle
(See your Recommended Action Plan Checklist)
Student handout and facilitator materials page 14

22. Summarizing Your Accomplishments
Sales Skills:
4 methods of proactive lead generation
2 methods of reactive lead generation
Listing presentation
Buyer presentation
Handling of 20+ objections
Negotiating skills

23. Your Action Plan: Next Steps
What do you still want to accomplish?
What do you want to refine?
You now have all the tools to self-manage your business
Student handout and facilitator materials pages 15
Give yourself the gift of constant refinement—to mastery!

24. Keep Managing Your Business With These Self-Management Systems
Your Lead Generating plan
Your Follow-Up System for contacts
Your Marketing Plan for various target markets
Your Suggested Weekly Schedule – create and measure results
Student handout and facilitator materials page 15

25. What About You? 5 most important things you learned in the program
What you implemented that will make a difference in your business
Three biggest accomplishments
Changes you’re making in your business
How you’ll continue this ‘self-management’ business plan and skills
Student handout and facilitator materials page 16

26. Steps to Take Right Now
Complete any of the Recommended Action Plan Checklist that you still need to complete to move your business to the next level
Meet with your coach to plan your next 2 months (and more) in the business
Celebrate your Seeds of Success completion!
Student handout and facilitator materials page 16

27. It’s Been Our Pleasure!
Student handout and facilitator materials page 22
Thank you for the opportunity to assist you in developing an ever-more fulfilling business!