We will cover… 1.) The 3 powerful prospecting techniques which secure the most listing appointments 2.) The 4 major mistakes agents make when prospecting for sellers 3.) How to create a pre-listing package that seals the deal before you even show up 4.) How to market yourself as a ‘selling machine’ (which is what every seller wants to hire!)
3
POWERFUL Prospecting Techniques
1. 10-10-20 2. Content Marketing 3. Direct Mail
10-10-20
CONTENT Marketing
Forbes Magazine Content Marketing Will Be Bigger Than Ever “One of the main ways that companies are
establishing authority and gaining trust with consumers is by consistently creating valuable content through a variety of channels. This typically involves relevant industry information that provides insight to an audience.
Doing so allows a company to steadily build rapport with its demographic and develop a loyal following.�
2014 will be the year that real estate marketing shifts to effectively and consistently answering the one question every real estate pro gets asked:
How’s the market? Nobu Hata NAR’s Director of Digital Engagement
Frivolous content will sink in 2014 as the “ gems of true insight continue to rise.
Marc Davison 1000Watt Consulting
BRANDING
STOP with the
Cherry Pie Recipes
EXISTING Home Sales
NAR 6/2014
% Change in Sales from last year
by Price Range NAR 6/13/2014
Direct Mail is
BACK!
Historic Mortgage Rates by Decade Decade 1970s 1980s 1990s 2000s July 2014
Average Rate 8.86% 12.7% 8.12% 6.29% 4.17%
Payment $1,589 $2,166 $1,484 $1,237 $975
The average 30-year fixed mortgage rates and the approximate payment for a $200,000 mortgage. Payments are principal & interest only, based on a $200,000 fully amortizing mortgage. All terms are assumed to be 30 years.
Freddie Mac 7/2014
The 4 Major Mistakes agents make when prospecting for sellers 1. 2. 3. 4.
Bragging about Themselves Bragging about Their Company Branding the Wrong Message Telling instead of Teaching
It’s okay… just sign the papers
When getting help with money, whether it is insurance, real estate or investments you should always look for “
someone with the heart of a teacher,
not the heart of a salesman.
Dave Ramsey Financial Guru
CONFUSION
“It’s not that potential homebuyers aren’t qualified in terms of their credit scores or in how much they have saved for their down payment. It’s that they think they’re not qualified or they think that they don’t have a big enough down payment.” - Housing Wire commenting on a study by Nomura
The DOWN PAYMENT Biggest Misconception about Mortgages Percentage of respondents to Zelman & Assoc survey who believe that you need a minimum of a 15% down payment to purchase a home.
Freddie Mac 6/2014
The DOWN PAYMENT According to Freddie Mac: •A person “can get a conforming, conventional mortgage with a down payment of as little as 5 percent (sometimes with as little as 3 percent coming out of their own pockets)”. •Freddie Mac's purchase of mortgages with down payments under 10 percent more than quadrupled between 2009 and 2013. •More than one in five borrowers who took out conforming, conventional mortgages in 2014 put down 10 percent or less. Freddie Mac 6/2014
Letting more consumers know how down payments are determined could bring more qualified borrowers off the sidelines. Depending on their credit history and other factors, many borrowers can expect to make a down payment of about 5 or 10 percent.
Christina Boyle Freddie Mac VP and Head of Single-Family Sales & Relationship Management
The Deal on the
Move-Up Home
The Impact of
INTEREST RATES
30 Year Fixed Rate Mortgages
Freddie Mac Actual Rates January 2013 – July 2014
Freddie Mac 6/2014
30 Year Fixed Rate Mortgages Actual Rates January 2013 – June 2014
Projected Rates June 2014 – 2015 4Q
1/2013
6/2014
10/2015
30 Year Fixed Rate Mortgages Freddie Mac Rates January 2013 – June 2014
Freddie Mac Projected Rates June 2014 – 2015 4Q
1/2013
6/2014 Freddie Mac 6/2014
Date
Mortgage
Interest Rate*
P&I**
Today
$250,000
4.17
1,218.17
July 2015
$260,000
4.8
1,364.13
Difference in Monthly Payment *Average Commitment Rate per Freddie Mac
$145.42
**Principal and Interest Payment
Monthly
Annually
Over 30 Years
$145.42
$1,745.04
$52,351
Date
Mortgage
Interest Rate*
P&I**
Today
$500,000
4.17
2,436.34
July 2015
$520,000
4.8
2,728.26
Difference in Monthly Payment *Average Commitment Rate per Freddie Mac
$291.92
**Principal and Interest Payment
Monthly
Annually
Over 30 Years
$291.92
$3,503.04
$105,091
The Pre-Listing Package that seals the deal before you get there
The 2 Major Mistakes 1. Bragging about Themselves 2. Bragging about Their Company
SELLERS’ GUIDE
www.KeepingCurrentMatters.com/trial
Marketing yourself as a
‘SELLING SOLD
MACHINE’ (which is what every
SOLD
15 ‘MAJOR’ REASONS TO OWN A HOME as per a survey by the Joint Center for Housing Studies at Harvard University * the reasons are in no particular order
www.KeepingCurrentMatters.com/trial
Let’s continue to lift home sales by getting more listings priced to sell!!!