In the Zone | V I i 3 | How to Profit Massively from the Do Not Call Laws | Part 2
In the Zone | Focusing on the 4 Profit Pillars of Real Estate
Volume 1 Issue 3
1. What Successful Realtors Are Saying
2. Motivational Quote of the Month
3. Prospecting: How to profit massively from the Do Not Call
rules | Part 2
4. Negotiating: How to treat your adversary with
respect...and win.
5. Listing: The pure magic of direct-response ads...and how
to use them to effortlessly build your listing inventory.
6. Selling: The 3 deadly problems questions can create when
used improperly...and how to avoid them.
Hey,
I am so fired up and excited about the Do Not Call Rules that
went into effect October 1st! What? Am I nuts? No. I’m pumped
because now our agents have an even more decisive edge over
their competition.
You see...with 2 federal state courts ruling against the
DNC, October 1st passing and an appeals court granting a stay
to allow enforcement of DNC laws, the rules are now in
effect...and now, more than ever, there is more confusion and
misinformation running wild.
That’s why we’ve put considerable focus this month on the
details of the DNC laws. And I’ve also dedicated a number of
topics to generating leads -- so that prospects call you...
which is the only way to be sure you won’t violate any
DNC rules.
For example, an agent in Texas demonstrates how she
grows and nurtures her database to effortlessly list 6-7
new properties a month with one simple strategy...and all
of her prospects pick up the phone and call her.
Also, an agent in North Carolina shares with us his secret to
lowering sales resistance with a short, simple script that
works every time...and trust me, if you ignore it, you’ll
cost yourself thousand of dollars per month.
Enjoy this issue and here’s to your success,
Gary Elwood
Proquest Technologies
1-800-959-3959
Send prospecting, negotiating, listing or selling ideas,
strategies and tips to inthezone@proquest-tech.com.
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1. What Successful Realtors Are Saying
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"Last year, working about 9 months I earned about $85,000. I
was fine with this and thought that Proquest would help me
gain 25% more income for this year.
“When I got the service from Proquest, I changed the way I
did my advertising, and programmed everything the way that
the course suggested. My service went into effect January 22
of this year. My first 1/2 page ad brought me over 300
calls...I was overwhelmed. Since then, I have had to hire an
assistant, and take on a listing partner.
“I will earn in excess of $250,000 this year...I have
completely given up on the old way I did business and
Proquest is the only way I do business today!."
Wayne Panusick
If you want to learn the secret behind Wayne Panusick’s
success, then read our 24-page online report “How to Close
More Transactions in a Month Than You Now Close All Year”:
http://www.yourcompetitiveadvantage.com/how_to_grow.htm
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2. Motivational Quote of the Month
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“Never talk defeat. Use words like hope, faith, belief,
victory.”
Norman Vincent Peale
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3. PROSPECTING: How To Profit Massively From The Do Not Call
List Rules Part 2
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Real estate practitioners should be aware that the FTC’s DNC
registry is back in action.
The 10th U.S. Court of Appeals on Tuesday, October 7, 2003,
re-empowered the FTC’s DNC laws. As an agent, this means the
pendulum has swung BACK in disfavor of cold calling.
Like I wrote in the September issue, call capture is one
sure way to become compatible with the DNC laws. I also wrote
a statement to all of our clients explaining this. The letter
and the attorney letter can be viewed at:
http://www.yourcompetitiveadvantage.com/dncr-letter.htm
http://www.yourcompetitiveadvantage.com/dncr-statement.htm
And to hear the audio postcard I used to alert our readers to
this issue, visit:
http://www.yourcompetitiveadvantage.com/dncr-audiopostcard.htm
All three clear the way for the carefree use of call capture
in a Do Not Call world...but inevitably, there are occasions
when agents aren’t comfortable making the call back to someone
who called their hotline.
That’s why I’ve provided a script from Matt Jones, an agent
from Fayetteville, NC. He’s crafted a wonderful script
that will quickly and easily lower a prospect’s defenses
before they even have a chance to consider being defensive.
When Matt calls back he says:
“Hi, this is Matt Jones. I’m making a customer service call.
I see you called my recorded information line from the homes
magazine ad and got information about the property at Cherry
Street. I was just calling to answer any questions you might
have about the home. Does it seem to have what you’re
looking for in a home?”
Let me point out two very important things here: the words
“customer service” immediately make every caller sigh with
relief. “Thank God it’s not another sales person,” they seem
to be thinking.
And two: Matt follows up with a question that allows for a
continued discussion.
Matt exemplifies the customer-oriented expert who is
interested in going that extra mile to help his prospects
find their perfect home...which ultimately leads him to his
incredible success.
Follow this script exactly and you’ll lower a prospect’s
sales resistance before they’ve even had an opportunity to
consider being defensive. I promise.
Next Month: What is the smallest action in an agent’s
business that will produce the greatest return? It’s so
obvious, you’ll kick yourself in the pants when you find
out.
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4. NEGOTIATING: How to treat your adversary with
respect...and win.
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In the final analysis, every negotiation occurs between
individuals. Passionate, feeling human people. That’s why
it’s so important to treat with respect anyone you are
negotiating with.
But how do you do that: how do you play Mr. or Mrs. Nice,
while still getting what you want?
The answer is threefold: First, communicate to the other
side your desire to have a good relationship. Second,
suggest to them that there is something in this bargaining
for them, something that will save them money, make them
money or save them time. And third, once they understand
what’s in it for them, ask them for their help.
Please re-read that last paragraph 2 or 3 times. Its worth
some serious thought.
See, if you apply this simple, 3-step negotiating strategy,
most people will find it hard to resist. How could they?
By suggesting you want a long term relationship, you
demonstrate you will be around for the long haul. And, by
bringing something to the table just for them, naturally
because most people don’t want to be viewed as stingy or
greedy), they’ll welcome any opportunity to return your
generosity.
Try it this week and see for yourself. You’ll be surprised
at how well it works.
Next Month: Deadlines - The crucial variable that can work
for or against you.
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5. LISTING: The pure magic of direct-response ads...and how
to use them to effortlessly build your listing inventory.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
How would you like to have a list of 200-300 prospects that
each month, when you mailed them a letter, you got anywhere
from 6 to 7 of them to list with you? Sound impossible?
Well, it’s not!
One of our agents in Texas explains it like this, "I
advertise an offer for a free educational report called,
‘How to Sell Your Home Quickly and for More Money’. It
works really well when I run it right along with my
listings in the homes magazine. Here’s why...
“The caller who requests the report is obviously thinking
about selling. It may not be today or even next month, but I
put them in my database and I can mail them a letter once a
month to stay in touch.
“My database is growing. I now have nearly 300 prospects
who’ve requested reports in the last eight months, and each
month I mail all of them a letter. Generally I will get 8-12
calls, 7-8 appointments and I close over 90% of them with
the listing presentation you showed me."
The steps to our agent’s success:
1. Run your free report ads along with your listings in
your homes magazines or newspaper.
2. Understand this strategy is a longer-term strategy
that takes a little time.
3. Build your database of prospects.
4. Mail them the follow-up materials (included in your
course materials) every month.
If you’ll do this, you will have effectively shut-out
competition and have what Jack Trout, author of
"Positioning: The Battle for Your Mind," refers to as
"complete mind-share": when that prospect thinks real estate,
the first and only name that comes to mind is yours!
Next Month: How to get any length listing agreement you
want...with one simple question.
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6. SELLING: The 3 deadly problems questions can create when
used improperly...and how to avoid them.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Very often, through questions, the party you are negotiating
with can be led toward the conclusion you desire. However,
the use of questions can also raise several problems that
can easily kill any deal.
First, one may touch an emotional chord with a poorly worded
question: when filling out an application, the proper way to
ask a woman her age is not, “When were you born?,” but “On
this form, they require your age. Some people prefer
‘twenty-one’ plus. Do you have a preference?”
Also, avoid confrontational questions like, “Why would you
make a demand like that?” Instead, ask “Why is that important
to you?” This permits full and continuing discussion.
A further problem questions can raise involves their form:
do not ask questions that carry any vague implications or
that can be turned against you.
This illustration proves my point: a clergyman asked his
superior, “May I smoke while I pray?” Permission was
empathically denied. Another clergyman asked the same
superior, “May I pray while smoking?” Permission was happily
granted.
One more thought: use questions for clarification, not to
score points against your adversary.
Finally, well-conceived questions can be a powerful tool for
recognizing the needs of the other party...and knowing their
needs puts you in a position of power and moves you closer
to wrapping up the sale.
Next month: Recognizing the needs of your prospect and how
to turn those needs into dollars.
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Proquest Technologies, Inc.
gary@yourcompetitiveadvantage.com 1-800-959-3959 In the
Zone: Focusing on the 4 Profit Pillars of Real Estate
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“In the Zone” is a Proquest Technologies publication.
(C)
Copyright 2005. Proquest Technologies.
