In the Zone | V II i 11 | Snare FSBOs w/o Asking for Listing
In the Zone | Focusing on the 4 Profit Pillars of Real Estate
Volume II Issue 11
1. What Successful REALTORS(R) Are Saying
2. Motivational Quote of the Month
3. Prospecting: 7 Powerful Secrets That Will Multiply the
Success of Your Ads
4. Negotiating: The Three Crucial Variables to Negotiations |
Part 3
5. Listing: A Proven Way to Snare All the FSBOs You Need...And
Never Ask for the Listing
6. Selling: The Real Secret to Success in Sales - A "No
Expectations" Mindset
Hey,
Aggressive, business-building REALTORS(R) like you who read this
e-newsletter don't shy away from the unconventional; they
embrace it.
That's why we encourage the unconventional by printing articles
like our Listing feature which describes a simple, step-by-step
process for listing FSBOs--without even asking for the
listing--that leaves the traditional approach in the dust.
Or, want some insight on how to write ads that almost
effortlessly pull in sales, list homes or generate buyers?
Plunge into our Prospecting feature.
This month we also finish our three-part Negotiation feature
with a peek at probably the most important elements of successful
negotiations.
Finally, we finish out this month's ITZ with sage advice about
selling from one of the smartest and shrewdest people in the
entrepreneurial world: Norm Brodsky.
Enjoy 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(r) Are Saying
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"I love receiving your newsletter. I am the Marketing Director
for RE/MAX Hometown in Weston and Plantation. Many of our
agents use your services. Even though I am not an agent, I
keep the e-mails and forward them to agents who ask about
your service."
Thanks,
Gail Cruz
RE/MAX Hometown
Weston and Plantation, Florida
If you are ready to take the leap to the next level in your
career, then read our 21-page online report "How to Close More
Transactions in a Month Than You Now Close All Year":
http://www.realestategrowth.com/how_to_grow.asp
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2. Motivational Quote of the Month
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"You can get whatever you want, if you can help enough people
get whatever they want."
Zig Ziglar
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3. PROSPECTING: 7 Powerful Secrets That Will Multiply the Success of
Your Ads
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1. Every ad must start with a call-out headline. Here are the
elements of a good call-out headline:
+ Use quirky, possibly shocking words
+ Identify and attract desired people: "Attention
Home Buyers" or "Notice: Luxury Home Owners!"
+ Create a sense of curiosity
+ Reveal a benefit for the reader
Here are examples of great call out headlines: "Rent to Own"
"Hidden Bargain" "Free Pool" "Feeling Like a Caged Tiger"
"Legalized Theft" "Waterfront Luxury Home" "[Name a
prestigious neighborhood]"
2. Promote benefits, not just features. Instead of just saying
"4 bedrooms, 2.5 baths" also say "oceanfront view" "chef's
kitchen" "cathedral ceilings" "two fireplaces" "close to
great shopping" "top-rated school district" "upscale
neighborhood" "neighborhood pool" or "fenced backyard."
Focus on all of the perks of living in the home.
3. Promote your home as a bargain. Use words like, "Priced to
Sell" "Incredible Bargain" "Reduced Price" "Below Appraisal."
One word of caution: don't lie. If it's overpriced, get it
lowered or get it sold some other way.
4. Promote the affordability of your home. Use words like
"Special Financing Packages Available" " Affordable Financing
Now!"
5. Make an offer. What is an offer? Nothing more than a promise
to deliver a specific, highly-desirable benefit. In other
words, it's a reason to call. Offer free information packages
on all your listings, reports for renters or articles for
sellers.
6. Make a call to action. Tell people exactly what to do. "Call
Now" "Call while they last" "Leave your name and home address."
7. Create an urgency to respond. Use words like "going
fast," "first come-first serve" or "don't miss out."
Next Month: Growing Your Network - Three Easy Primers to Start
Conversations at Seminars and Conferences
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4. NEGOTIATING: The Three Crucial Variables to Negotiations | Part 3
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In the last two issues we've covered the time and power
variables. Now, let's take a peek at the third crucial variable
to negotiations: information.
Information could be the most important part of any negotiation.
And the more you have before you even enter a negotiation,
the higher your chances of success.
Here are four ways to get more information about your negotiation
partners.
First, start early. The sooner you start, the more information
you will get. What kind of information do you gather? Financial
situation, priorities, deadlines, costs, real needs and
organizational pressures are just a few.
Second, quietly and consistently probe anyone who works with or
for the person you will meet during the negotiation or anyone
else who has dealt with them in the past.
Third, when asking for information, appear confused and
defenseless. Yeah, you heard me right. The more confused and
defenseless you seem, the more likely people will more readily
help you with information and advice.
Fourth, give information in order to get some in return.
Perceptive people usually won't communicate with you beyond the
chit-chat level unless you reciprocate risk-taking. Give them
something they can use.
Now, when you arrive at the negotiating event, you must
discipline yourself to practice effective listening techniques
and reading body language techniques. One of the best written
books on the subject of reading body language is "Reading
People | How to Understand People and Predict Their Behavior,
Anytime, Anyplace," by Jo-Ellen Dimitrius, PH. D. and Mark
Mazarella.
Finally, don't forget that "No" is not a position--it's a
reaction. If you allow a sufficient period of acceptance time
and can offer the person on the other end of the negotiating
table new information they hadn't considered in formulating
their initial "no," you can eventually win many of them over.
Next Month: How to Avoid Confrontational Negotiations
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5. LISTING: A Proven Way to Snare All the FSBOs You Need - And
Never Ask for the Listing
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After creating a list of all FSBO open houses in the areas
you are working, start making calls and say something like
this:
"Hi my name is Agent X and I'm a real estate agent with ABC
Realty and I noticed your home is on the market (do not tell
them you know they are having an open house), and because
I like to stay on top of the market, I was wondering if I could
preview your home?"
Most of the time they will be open to this...and here's why:
they are getting ready for an open house and they are uncertain
whether anyone will show up. So expect to be invited.
You respond, "Oh, I'd love to but I'm having an open house
myself. Could I come over after my open house?" They generally
say yes. The reason you don't want to go over there while they
are having their own open house is because you want their
undivided attention. Go through this procedure with your list
of FSBOs until you have at least three appointments.
During the preview build rapport by asking plenty of questions
and eventually get around to asking them how their open house
went. It will be poor to mediocre compared to the success you
had. Then, show them a copy of your brochure for your listing
and point out that if they don't have a seller's disclosure
sheet (which they won't), sign-in form, etc., you would be
happy to give them yours. In other words, become their helpful
REALTOR(R).
Over the following weeks, follow up with other articles or forms
that you think might interest them.
And if you have 10 weeks of stuff they might need or want in a
file, you have plenty of reasons to go back to them. And you
want to go back to them as many times as it takes to get the
listing. Rarely, if ever, will you ask for the listing. In most
cases, it will come to you in less than five weeks.
Next Month: 15 Tips to Turn Presentations into Listings
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6. SELLING: The Real Secret to Success in Sales - A "No Expectations"
Mindset
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You often hear that to be a good salesperson, you have to
overcome rejection. According to veteran entrepreneur Norm
Brodsky, that's wrong.
"What you really need to overcome," Mr. Brodsky says, "is the
fear of asking for what you want."
You need nerve only when you're afraid of being rejected.
However, if your attitude is, "I'll give it a shot and see what
happens," then if you get what you want, great. If not, well,
laugh and smile and walk away.
But remember: never stop asking.
Eventually you'll figure out that it's all about losing your
fear of asking. You'll soon realize that you'll never get
anything unless you ask for it, and so...you might as well
ask for it.
This applies to approaching FSBO's, expireds, luxury home
owners, top agents in your office or your broker. It doesn't
matter who it is, if you approach them with "no expectations,
I'll just see what happens," you'll see that you'll become
a very good salesperson.
Why?
Because you won't be afraid of getting "no" for an answer. That's
a tremendous advantage in business. Mr. Brodsky says, "I learned
with such a mindset, you can get more sales [and listings] and
negotiate better deals because you never stop asking."
Don't restrict yourself. Yes, you're polite. You listen
carefully. You try not to offend people by being overly
aggressive. On the other hand, you don't back off either.
Furthermore, don't be shy about asking people to help you grow
your business. With this mindset, you'll have no problems asking
friends, associates, suppliers or clients for referrals and
leads. And you'll notice, by greasing the wheels of your
business this way, not only will success come sooner, but it
will also stay longer.
Next month: Selling Suicide: Are you sabotaging your sales?
Take the quiz and find out.
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Proquest Technologies, Inc.
inthezone@proquest-tech.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.
