1. COLDWELL BANKER VANGUARD REALTY STREET SMART
WORKING WITH SELLERS

2. THE FOUR STEPS TO EVERY SALE
KNOW ME
LIKE ME
TRUST ME AS A PERSON
TRUST ME AS A REALTOR
ACCOMPLISH THIS AND YOU WILL HAVE A CLIENT NOT A CUSTOMER
GET OUT OF STEP AND YOU WILL BE HUNGRY

3. IDENTIFY THE SOURCES NEIGHBORHOOD MARKETING SPHERE MARKETING
OPEN HOUSES
ABSENTEE OWNERS
FOR SALE BY OWNERS
EXPIRED LISTINGS
OTHER?

4. THE SEVEN KEYS TO OBTAINING LISTINGS
YOU HAVE TO IDENTIFY SOURCES
YOU HAVE TO MAKE A COMMITMENT
YOU HAVE TO CONTROL THE PROGRAM
YOU HAVE TO BE CONSISTENT, EVEN WHEN IT DOESN’T WORK
YOU HAVE TO UNDERSTAND THE SALE
YOU HAVE TO KNOW WHAT TO SAY
YOU HAVE TO KNOW WHEN TO SAY IT

5. UNDERSTANDING THE SALE
THERE ARE SIX SALES YOU HAVE TO BE ABLE TO MAKE TO CONSISTENTLY CONVERT THE LISTING OPPORTUNITY. THEY ARE:
MAKE THE FIRST APPOINTMENT
CONDUCT A SUCCESSFUL FIRST APPOINTMENT
CONVERT TO A SECOND APPOINTMENT
WHICH SALE? REALTOR OR CBV?
SELL CB, CBV AND ME
SELL PRICE

6. CONSISTENCY STARTS AND STOPS ARE FATAL SET SPECIFIC DAYS AND TIMES
SET SPECIFIC GOALS THAT YOU CAN CONTROL
MAKE IT A PRIORITY
LEARN FROM YOUR MISTAKES

7. THE GOALS GET THE FIRST APPOINTMENT
CONDUCT A SUCCESSFUL FIRST APPOINTMENT
CONVERT TO A SECOND APPOINTMENT
MAKE A SUCCESSFUL PRESENTATION
SELL PRICE

8. THE ISSUE IS ALWAYS REMEMBERING AND CONTROLlING THE STEPS
“HOW MUCH DO YOU CHARGE?”
“I’M THINKING OF SELLING, C’MON DOWN AND TALK TO ME ABOUT IT”
“I’M GOING TO LIST WITH ABC REALTY” (AT THE FRONT DOOR)
“I’LL ONLY PAY 2%” (AT THE FRONT DOOR)
IF YOU GET OUT OF STEP YOU WILL NOT GET THE LISTING

9. makING THE FIRST APPOINTMENT
WHAT IS YOUR GOAL?
HAVE AN APPROACH THAT GETS YOU TO YOUR GOAL
YOUR APPROACH MUST ALSO BE CONSISTENT WITH THE OWNERS GOALS
YOUR APPROACH MUST BE CONSISTENT
SAY IT IN YOUR SLEEP
LETS YOU PAY ATTENTION TO THE OWNER
EXPECT THE OBJECTION
THERE ARE ONLY A FEW
WHAT ARE THEY?
ALWAYS WORK BY APPOINTMENT

10. CONDUCTING A SUCCESSFUL FIRST APPOINTMENT
WHAT ARE THE GOALS?
ESTABLISH RAPPORT
FIND OUT ABOUT THE SELLER’S SITUATION
AVOID DISCUSSING
CBV
THE MARKET
YOUR PROWESS
BE ABLE TO CONVERT TO A SECOND APPOINTMENT
HOW WILL YOU DO THIS?

11. WHAT ARE THE QUESTIONS? YOU SHOULD HAVE AT LEAST 12 QUESTIONS PERSONAL
SITUATIONAL
PROPERTY
LETS DEVELOP OURS NOW

12. THERE ARE 2 SECOND APPOINTMENTS
THE CBV MARKETING PRESENTATION, MODIFIED TO BECOME YOURS
THE “SELL IT YOURSELF” OR THE “FSBO” PRESENTATION
DIFFERENT LEAD SOURCES LEAD TO DIFFERENT PRESENTATIONS
TO BE EFFECTIVE YOU HAVE TO KNOW
WHICH ONE TO USE
HOW TO MAKE THE PRESENTATION
THE SELL IT YOURSELF PRESENTATION IS A DIFFERENT SEMINAR, THE PRESENTATION, WITH DIALOGUE IS AVAILABLE ON THE EDUCATION EMPORIUM

13. THE CONVERSION YOU CAN’T CONVERT IF YOU HAVENT MADE THESE SALES:
KNOW ME/LIKE ME/TRUST ME AS A PERSON
UNDERSTAND WHICH SALE YOU HAVE TO MAKE
SELL IT YOURSELF OR CBV MARKETING AND ME
HAVE A CONSISTENT DIALOGUE TO CONVERT TO CBV AND ME
LETS DEVELOP OURS NOW

14. SELL THE APPOINTMENT YOU MAKE THE SALE BY ASKING THE QUESTIONS
“MR SELLER WHY DO YOU THINK THE HOME HASN’T SOLD YET?’
“HOW MUCH PHONE TRAFFIC HAVE YOU HAD?”
“HOW MANY SHOWINGS HAVE YOU HAD?”
“HOW MANY OFFERS HAVE YOU HAD?”
“HAS ANYONE OFFERED TO SHOW YOU HOW TO SELL YOUR HOUSE FOR THE BEST PRICE?"

15. THE PRESENTATION THE SELLER NEEDS A WAY TO MAKE A DECISION
WE ALL ADVERTISE THE SAME WAY
THE ONLY PURPOSE OF THE PRESENTATION IS TO BE IN POSITION TO MAKE THE CLOSE
ALWAYS USE A 3 PART CLOSE
PRODUCT
PERSONAL
PRICE

16. IT WORKS LIKE THIS
PRODUCT CLOSE, AT THE END OF YOUR MARKETING PRESENTATION
“MR SELLER WHEN I PUT YOUR HOUSE IN MY MARKETING PLAN 100% OF THE POSSIBLE PROSPECTS WILL KNOW THAT YOUR HOUSE IS FOR SALE. HOW CAN ANYONE DO BETTER THAN 100%?” “THAT IS RIGHT THEY CANNOT. THEY MAY GET THERE ANOTHER WAY BUT NO ONE CAN DO BETTER THAN 100%”
PERSONAL CLOSE, AT THE END OF YOUR PERSONAL PRESENTATION
“MR SELLER I FEEL COMFORTABLE WORKING WITH YOU, DO YOU FEEL YOU CAN WORK WITH ME?”
PRICE CLOSE, IMMEDIATELY FOLLOWING THE PERSONAL CLOSE
“ASSUMING WE CAN GET TOGETHER ON PRICE IS THERE ANY REASON YOU WOULD NOT LET ME GO TO WORK FOR YOU TONIGHT?”

17. ELIMINATE ALL OBJECTIONS OTHER THAN PRICE
WE WANT TO BE LAST, THEN WE KNOW
BE READY FOR THE OBJECTIONS
I WANT TO SEE WHAT ABC DOES AS FAR AS MARKETING
IM NOT READY TO PUT MY HOUSE ON THE MARKET
ABC WILL ONLY CHARGE X%
WHY DON’T YOU JUST LEAVE YOUR PAPERWORK AND I’LL GET BACK TO YOU

18. THIS IS WHERE THE PROS WIN AND THE REST OF US GO HOME
YOU HAVE TO HAVE A PRICING PRESENTATION
IT HAS TO END WITH A CALL TO ACTION
WHEN YOU GET TO PRICE YOU HAVE TO CLOSE THE SALE, IF YOU DO NOT YOUR CHANCES OF GETTING THE LISTING ARE ABOUT 1 IN 10.
THE SELLER IS USUALLY CAUGHT BETWEEN 2 AGENTS. THE ONE WHO CLOSES IS ALMOST ALWAYS THE ONE WITH THE LISTING
INITIAL PRICE IS NOT AS IMPORTANT AS MOTIVATION AND COMMUNICATION

19. PRICE MR SELLER IN REAL ESTATE PRICE IS ALWAYS A RANGE
DON’T BELIEVE ANYONE WHO SAYS THEY KNOW THE RIGHT PRICE
APPRAISERS WILL TELL YOU THAT FAIR MARKET VALUE IS A 6-8% RANGE
FOR A $300,000 HOUSE A 6% RANGE IS $18,000. THAT MEANS THAT IF THE HOUSE SELLS FOR AS LITTLE AS $291,000 OR AS MUCH AS $309,00 IT SOLD FOR FAIR PRICE. ARE YOU WITH ME?
WHOSE POCKET DO THOSE DOLLARS GO INTO OR COME OUT OF?
THEN WHAT WE WANT TO DO IS SELL THE HOUSE AT THE TOP OF THE RANGE, RIGHT?

20. PRICE LETS TALK ABOUT THE PEOPLE WHO MAKE IT A RANGE
SELLER
BUYER
AGENT
APPRAISER
WHOSE OPINION COUNTS LEAST?
RIGHT THE AGENT’S

21. PRICE HERE IS THE PROBLEM EVERY SELLER FACES,
AT THE END OF THE DAY, NO MATTER WHAT ANY AGENT TELLS YOU, YOU WILL RECEIVE THE LESSER OF WHAT THE BUYER OR THE APPRAISER THINKS YOUR HOUSE IS WORTH
LET ME EXPLAIN
BUYER $300,000 APPRAISER $290,000
APPRAISER $300,000 BUYER $290,000
SOME AGENTS HAVE MORE APPRAISAL PROBLEMS THAN OTHERS

22. PRICE WHEN YOU HIRE ME YOU HIRE ME TO MAKE 2 SALES
FIRST I AM GOING TO NEGOTIATE TO GET YOU THE BEST PRICE
SECOND I AM GOING TO WORK TO SELL THE APPRAISER ON THAT PRICE
I WILL TAKE THE KEY FROM THE LOKBOX
APPRAISERS ARE PEOPLE TOO
PRICE IS A RANGE
I AM HIS FRIEND
I WILL SELL YOUR HOUSE

23. WE HAVE TO HAVE A PARTNERSHIP
PRICE
WE HAVE TO HAVE A PARTNERSHIP
THERE ARE THINGS YOU CONTROL
THERE ARE THINGS I CONTROL

24. PRICE MY JOB IS TO: MARKET THE HOUSE TO THE ENTIRE MARKET
LISTEN TO WHAT THE MARKET SAYS
GIVE YOU GOOD ADVICE SO THAT YOU CAN MAKE GOOD DECISIONS
YOU CAN COUNT ON ME TO ALWAYS TELL YOU THE TRUTH

25. PRICE YOUR JOB IS TO BE THE EMPLOYER
LISTEN TO WHAT THE MARKET TELLS US
MAKE THE BEST DECISIONS FOR YOU
THERE ARE 2 KEYS FOR SELLERS
START WHERE YOU ARE COMFORTABLE
REMEMBER IT IS EASIER TO COME DOWN IN PRICE THAN IT IS TO GO UP

26. WHERE DO YOU WANT TO START?
PRICE
WHERE DO YOU WANT TO START?
HOW DID YOU GET THERE?
WHAT IF THE MARKET TELLS US THIS IS NOT THE RIGHT PRICE?
WHAT ARE YOU WILLING TO DO TO REACH THIS PRICE?

27. YOUR HOMEWORK WRITE YOUR PRESENTATIONS, ANSWERS AND QUESTIONS
AT THE DOOR
PRESENTATION
ANSWERS
YOUR 12 QUESTIONS FOR THE FIRST APPOINTMENT
FOR THE CONVERSION TO A SECOND APPOINTMENT
FOR THE BUYING SIGNS
TO CREATE A SECOND APPOINTMENT

28. YOUR HOMEWORK WRITE YOUR THREE CLOSES LEARN THE MATERIAL
PRODUCT CLOSE
PERSONAL CLOSE
PRICE CLOSE
LEARN THE MATERIAL
ALWAYS THE SAME
PRESENT IT IN YOUR WORDS
IN THE NEXT 7 DAYS SEND ME YOUR HOMEWORK.

29. THANK YOU FOR ATTENDING THE WORK YOU DO BEFORE YOUR NEXT APPOINTMENT IS WHAT WILL MAKE YOU SUCCESSFUL