Dear Friend & Colleague,
When you walk into a listing appointment are you fired up with anticipation? Do you know beyond any doubt that you’ll walk out of that home with the listing?
Let me ask it a different way. If you were going up against the number one agent in your market…how would you feel? Would you be ready to take them on head-to-head, nose-to-nose?
Well, read through the following listing presentation and imagine yourself using these exact same tools our agents use. Then come back and answer these questions!
“It was the heat of intense competition!”
It was a beautiful home in one of the most desirable neighborhoods. The sellers had plenty of equity. Plus, Michael knew they needed to sell quickly. So he had a good feeling the sellers would be realistic in their pricing.
However, it wasn’t going to be easy. He was given twenty minutes with the homeowners and if he didn’t immediately impress them, the listing was going to the largest company in his area, a firm that did over $250 million in sales last year. Needless to say, he was up against some pretty stiff odds.
Describing the evening of his presentation Michael explained, “I was prepared. I was going to give it my all. I did a really nice recording describing the home. I uploaded pictures for the texting feature and I generated QR codes for the brochure I was going to give to them…”
“I was ready!”
“When I arrived, I was quickly let in. The homeowners seemed in a hurry. They wanted to get going because they said they had plans later that evening. But I think they had already decided they were going to give the listing to the other company. So I opened up with,
“I’ve set up this new mobile marketing system specifically for you and your home. It will maximize the sale of your home because it generates tons of inbound lead calls and captures leads from your most important source, people already driving around who are looking to buy a home in your area.
Buyers driving through neighborhoods are statistically your best prospects. They’re ready to make a decision faster. They’re in the buying cycle. Plus, they’re driving a specific neighborhood because they already like the area.
All these things add up to a faster sale for more money. That’s the bottom line. We want to sell your home as fast as possible, for the most money…maximizing your return. And the key is capturing good quality prospects who are driving through your neighborhood looking at homes. Again, these are your absolute best potential buyers. Does that make sense?”
Bob sort of reluctantly nodded in agreement. His wife sat rather stiff and said nothing, apparently still a bit skeptical. So I explained…
“This mobile marketing system is better for capturing drive-by leads than any other system in existence. It will give you 24-hour-a-day advertising right at the curb…as well as every other advertising source we put it in. The way it works is I advertise your home in all the various sources with a call-to-action tag line like the one on this advertisement. I put a sign in front of your home with a sign rider just like this one. And I also use flyers in flyer boxes with a brochure just like this one. As you can see, it directs prospects to respond for recorded information, text information, or to scan a QR code for additional information anytime, 24 hours a day.
This takes advantage of the way consumers are gathering information today. This year, for the first time, mobile applications have overtaken the Internet for time spent by the average consumer. So mobile marketing is now more important than ever. And what’s so exciting about this system is it gives prospects all three avenues of mobile response. So it doesn’t matter which path they prefer, we’ve got every single base covered.”
That’s when I took out my smart phone, scanned the QR code, and showed them how it opens up a mobile web page with pictures of their home. Needless to say, they were impressed. So I continued…
Scan this QR code with your smart phone to see a real live sample.
(Now imagine your next listing presentation. You create the property description and load it into your Mobile Marketing Suite before leaving the office. When you drive up to your appointment you snap five pictures and upload them from your smart phone, right there on the spot. NOW…you’ve got this to show your sellers! You’ve got a complete mobile web site set up, already in place with photos of their property, and they haven’t even chose you yet. Can you see how Michael simply crushed his competition and nailed the listing with the greatest of ease? Now back to the story…)
“But actually what’s even more important than the technology is how I structure your marketing and the call-to-action. The key is using just the right amount of property information and current-up-to-date pricing as the hook to generate our response.
If you give prospects too much information and the price…they don’t need to respond because you’ve given them everything they’re looking for.
However, if you position it correctly, with just the right amount of information and we hold out the price, we’ll get tons of inquiries. Why? It’s easy for people to respond, it’s accessible 24 hours a day, and they don’t think they’ll be talking to a salesperson…so there’s no sale resistance.
Now here’s the best part. When they respond I get a text message with their phone number automatically – 100% of the time, whether they leave it or not! Even if they call, text, or scan the QR code after hours, I still capture the lead. So I can follow up on every single lead and absolutely nothing slips through the cracks!
I know I’m going kind of fast…but is this making sense so far?”
Bob nodded to his wife and smiled in a sly fashion, sort of like he had just discovered a closely-guarded family secret. So I continued…
“But actually, what’s even better is when a prospect calls and listens to the recording, my system use a voice-activated technology called Mobile Voice Routingä that asks them if they would like current up-to-date pricing. If they say ‘yes’ it says ‘one moment please,’ plays some soft music and connects them directly to me in the background. This is so cool! It is absolutely unbelievable how effective this is at connecting me with people interested in your home. Virtually everyone who calls will say ‘yes’ and get connected directly to me within seconds.
Then the most important key is how I engage those people and open up the conversation. I’ve got a phenomenal opening and I can easily get prospects engaged in a warm easy-going conversation. It’s very powerful. Let me show you how it works. Grab your phone, hit *67 to block Caller ID, and dial this number.”
Bob dialed my toll-free number and entered the extension. As he listened his eyes got a little bigger, he reached over and started elbowing his wife, and said, ‘honey, listen it’s our property!’ As they squeezed together my cell phone got a text message. I waited about 15 seconds and handed it to Bob and said,
“Now here’s what I was talking about.”
It was awesome because Bob was staring at his ‘unlisted’ phone number, the one he had just dialed from a few seconds ago! Then I told him,
“Whenever someone calls and listens to the recorded info describing your home, my system automatically notifies me within seconds, with their phone number and the fact that they’ve inquired about your home. Then, when my system asks them if they would like up-to-date pricing, it connects them directly with me.
Plus, even if they don’t say ‘yes’ for pricing info I still capture the lead and can call them back right away, and attempt to open up a conversation.”
Bob and his wife nodded several more times, scooted up to the edge of their seats, and really began tuning into what I was saying. Then, as the recording was close to finished, I said,
“Okay, now say yes.”
Bob said, ‘yes’…the system said, “one moment please,” it began playing soft music, and in the background my cell phone was ringing. I answered my cell phone and Bob and I were talking from six feet away.
“Hello, this is Michael with Longleaf Realty.”
On the other end Bob seemed to be thinking deeply when he said, “Okay, I get it. I see how it works. You can reach people other agents can’t. You’ve definitely got an advantage.” That’s when I really dug deeper and tied down all the reasons I was the best agent for the job.
“Yeah, this system puts me in touch with a lot more people, but what’s even more important is how I handle each and every one of these leads. The opening script I have is amazing.”
Then I explained to them how I handle each call, how I begin to lightly qualify prospects. I showed them how the entire process is extremely effective and how I’ve even got a couple other very clever strategies that virtually guarantee that I get each prospect’s email address, and even secure a face-to-face meeting.
“Again, the whole system is designed to give you maximum exposure and to convert the maximum number of these leads into potential buyers for your home.”
By this time Bob and his wife had relaxed noticeably. He was leaning forward with his eyes and ears locked onto every word I was saying. That’s when I floated out,
“So what do you think?”
Not exactly a strong closing question, but I knew I had his complete and undivided attention. To which he replied with one word…
“Needless to say, I got the listing!”
Michael just walked away with one of the nicest listings in his area, ripped it right out of the clutches of his top competitor, and when it sells it will put $15,000 or more in Michael’s bank account!
Isn’t that awesome? Really picture it. Michael stopped them dead in their tracks. Without this powerful demonstration it’s likely they would have nodded and smiled for 15-20 minutes, then showed him the door! You’ve been there. You know that feeling. Instead he won the listing! Now let’s take it a step further…
Here’s where you pound your competitors into dust!
This presentation is incredibly powerful, but it’s not done. Now you show your sellers page after page after page of detailed call reports.
One agent explained, “When I follow your presentation to the letter, it’s enough to close the listing 98 percent of the time. But when I show them a stack of call reports with names, addresses, and phone numbers of hundreds of callers, they are in awe. If they’re the slightest bit skeptical during my presentation, now there’s no way they can dispute what I’m saying. I’ve just given them written proof that I’m generating 100+ calls a month! Compared to the average agent who gets maybe 5-10.”
Now let me ask, do you think you could close a few more listings with this presentation? Does this seem like it would add impact, give you more confidence, and help swing a few more of those close ones? You know which ones I’m talking about. The ones you feel were almost ready to swing your way, but a week or so later you see a competitor’s sign in their yard!
This is your chance to add incredible power and impact to your presentation and win the listing 98% of the time or more! If these ideas make sense take a closer look… investigate…
“This is the best listing tool I’ve ever used. People are in awe when I go to a listing and they hear a recorded description, get text info, and see how QR codes deliver information about their home, I’m already a huge step ahead of my competition!”
Beverly Frazier, RE/MAX Alliance
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