It's Not Rocket Surgery... It's Real Estate Sales by Rick Tankersley

TESTIMONIALS ABOUT THE AUTHOR “Rick is an excellent instructor who has mentored many Century 21 Realtors which has resulted in their greatly improved marketing and professional skills. I strongly recommend Rick.” Rusty Koehler, Broker Associate “Rick is an amazing trainer and mentor to new and seasoned Real Estate agents. He has current and up to date information regarding sales, marketing and advertising to include all the new social media venues. He is always eager to teach and does it with a smile!” Robin Rowe, Realtor ““I honestly believe if I hadn’t met Rick, my business wouldn’t be what it is today. Rick's Tech Tips and Marketing strategies will bring in thousands of dollars in business for me! He’s brilliant! My highest, highest recommendation!! Thank you, Rick!!" Carmen Bean, Realtor “Rick is the kind of trainer every new agent should have. Patient and knowledgeable, he is always ready to answer questions and provide feedback. Rick's disposition is what impresses most, he is upbeat and imparts a sense of achievement to all that he leads.” -- Glenn Killey, Realtor, Better Homes and Gardens Real Estate “Rick is an excellent sales manager, trainer and business development specialist. Agents find Rick exceptionally caring and motivating, and love being able to rely on him for his highly innovative training. He stays current with all the latest tools, systems and trends so his agents can focus on what they do best - helping buyers and sellers. As well, Rick has become a social media expert, and is always willing to help others with their social media efforts.” - Sandy Bower Johnson, Business Consultant, Century 21 “I highly recommend any highly motivated agent to visit with Rick Tankersley before committing to any office. Rick is very knowledgeable and keeps agents motivated. I'd follow Rick anywhere, just to have the opportunity to work with him. -- I truly appreciate all that Rick has done to assist me as an agent.” -- Diana Lopez, REALTOR “Rick is a great business strategist with fantastic people skills. He brings out the best in every organization that he works with. Rick coaches in a way that experienced agents respect. His internet marketing techniques generate significant increases in productivity. Call him, email him, text him today!” Bill Bender, Broker/Owner, Bender Realty “Rick is an excellent trainer and motivator. He has always been there to help me drastically improve my business and if it weren't for him I wouldn't be as successful as I have been. If you have the opportunity to be able to work with Rick you should feel blessed to be able to experience his knowledge and expertise in the business.”--Lindsay Mann, Realtor “Rick is an awesome trainer, coach, and mentor. He is very positive, upbeat and enjoys helping others. Rick is also tech-social savvy he is always bringing the latest and greatest cutting edge technology to the table. I would highly recommend Rick and his services.” Isaac Torres, REALTOR®, “Rick is one of the best real estate trainers I have had the privilege of working with in my entire career! His enthusiasm, positive attitude and desire to instill success in the people he trains and coaches is infectious. I had sales associates that needed a jump start in their business and I sent them to Rick for that much needed boost! Thank you Rick for all you bring to the table...PT50 Trainer of the Year was a much deserved honor! Congrats!” -- Jeani Thomas Richie, Sales Manager/Trainer/Recruiter

INTRODUCTION Becoming a highly successful real estate agent is really not as difficult as many would have you believe. As the title of my training program states, this is not “rocket surgery, it is real estate sales.” When you consistently do the right things, success is imminent. This book/training program is designed to take the mystery out of the real estate success by providing the exact information you would receive in an expensive training program. The difference is, this information is presented in an easy-tounderstand format and provides only the most effective techniques and scripts for prospecting and marketing. Included in this program: Goals and Business Planning – You CAN make a SIX-FIGURE income your first year!! Daily Schedule – Detailing your day-to-day activities. Lead Generating Techniques, Scripts and Step-By-Step Advice Power Scripts for Lead Generation and Conversion Lead Conversion Techniques Social Media Marketing and Lead Generation – Learn to use all of the free internet based platforms to generate leads, improve your online reputation and create raving fans. You will also receive: A unique and effective FSBO prospecting system 2 Fool-proof techniques for Prospecting Expired Listings Free tools for Finding valuable Phone numbers ONLINE MARKETING techniques to get Leads NOW!! Simple yet POWERFUL Follow up System. DOOR HANGER and PROSPECTING LETTER TEMPLATES One-on-One Training, Coaching and Development Most systems fail because of lack of FOLLOW-THROUGH. It is easy to deliver information to agents, it is quite a different endeavor to stick with the agent through daily activity. However, this is our specialty!! We limit our Training Groups to 5 members. Each trainee will have access to field learning with agent mentors Access to trainer 7 days per week. Online help provided by experienced staff and agents. Daily Motivation and Coaching

TABLE OF CONTENTS

TESTIMONIALS ABOUT THE AUTHOR - 2

INCOMING INTERNET LEADS - 39

INTRODUCTION - 3

CRAIGSLIST M ARKETING - 41

T ABLE OF CONTENTS - 4

LEAD CAPTURE - 42

4 BASICS TO REAL ESTATE SUCCESS - 5

NEW HOME BUILDERS – 43 BUSINESS PROSPECTING - 44

GOAL SETTING - 5 DAILY SCHEDULE - 6 SOI – SPHERE OF I NFLUENCE - 7 JUST LISTED / JUST SOLD PROSPECTING -9 E XPIRED LISTING PROSPECTING - 10 AGGRESSIVE EXPIRED PLAN -12 EXPIREDS THE LAZY WAY- 13 SAMPLE EXPIRED LETTER - 15 EXPIRED PROSPECTING SCRIPTS - 16 FOR S ALE BY OWNER PROSPECTING -17 FOR SALE BY OWNER SYSTEM -18 SAMPLE FSBO POSTCARDS - 29

SOCIAL MEDIA - 45 ONLINE REPUTATION -45 ONLINE MARKETING: START HERE -45 F ACEBOOK FOR YOUR BUSINESS - 46 KEYS TO FACEBOOK SUCCESS - 46 LINKED IN - 47 TWITTER - 48 T WITTER PROSPECTING - 48 VIDEO MARKETING - 49 Y OU TUBE CHANNEL - 49 QR CODES - 52 REAL E STATE B ASED SEARCHES - 53

FSBO DOOR HANGER - 30 SAMPLE FSBO TARGET LETTERS - 31

1-31 FOLLOW UP SYSTEM - 54

FSBO FOLLOW UP - 32

B ASIC CLOSING PRINCIPLES – 55

OPEN HOUSE MARKETING - 36 HANDLING AND CONVERTING INCOMING LEADS - 37 SCRIPT FOR INCOMING LEADS - 38

THINK IT OVER CLOSE - 56

CLOSING TECHNIQUES

- 57

4 BASICS TO REAL ESTATE SUCCESS I. Stick to a Proven Model – Proactive Marketing Direct Sales 2. Coachability Index – Are you willing to – Be Coached LEARN Change 3. Believability Index – How Vs. Why – We will teach how, you provide the WHY 4. BASICS “The 3 P’s” – PRACTICE – Scripts, Tools, Techniques PROSPECT – Find new contacts daily, set appointments PRESENT –Show ‘em what you’ve got, ask for the business!

Goal Setting and Business Planning Average Sales Price: Company Commission: Your Split: Target Income: Commission Per Sale

$180,000 3% 70% $100,000 $3780

Closed Sides Needed Per Year 27 Closed Sides Needed Per Month 2.25

"If you set your goals ridiculously high and it's a failure, you will fail above everyone else's success." -James Cameron

Appointments: 4 appointments = 1 closing Needed Per Month: Needed Per Week:

8 2.16

Contacts: 35 Contacts = 1 appointment Needed Per Month: 315 Needed Per Day: 15 ______________________________________________________________________________ To Make $100,000 this year, you must make 15 contacts per day. We now know what to do. Now the question becomes “How do I get 15 contacts per day, what do I say and how should I say it?” Why do you want to succeed? Freedom, Travel, Buy Stuff, Debt Free, College?

Daily Schedule Keeping in mind the number of daily new contacts needed, we will create schedule focused on proactive marketing. Monday - Friday 8am – 9am – Prospect Expireds / Set Appointments 9am – 10am - Prospect FSBOS / Set Appointments 10am- 11am – Prospect Just Listed / Set Appointments 11am – 12pm – Follow Up / 1-31 File / Set Appointments 12pm – 1:30 – Lunch (Try to meet with business contact or referral source) 1:30 – 2:00 – Post Online Classified Ads to attract buyer leads 2:00 -6:00 – Go on appointments, presentations 6:00 – 7:00 – Prospect Expired Listings 7:00 – 8:00 – Dinner 9:00 – 9:30 - Post Online Classified Ads to attract buyer leads Weekend Schedule 9am – 11am - Prospect Expireds / Set Appointments 11am -3:00 – Go on appointments (buyers/sellers) 3:00 – 4:00 – Post Online Classified Ads to attract buyer leads

As you get more transactions in Escrow, you will find it more difficult to stick to a daily schedule. However, the busier you get, the more important it is to focus on prospecting and maintain consistency. Remember, your job is to FILL YOUR PIPELINE with new clients. DO NOT let anything interfere with your money making activities. Inspections, closings, walkthroughs, etc can be scheduled around your prospecting time.

"If you are willing to do more than you are paid to do, eventually you will be paid to do more than you do." 6 Anonymous

SOI – Sphere of Influence Anyone that would recognize you by name should know that you are in real estate and that you expect them to help you build your business sending you referrals. SOI must be contacted with and initial appeal and request for business. You will need to follow up consistently with everyone as a constant reminder that you need referrals. Everyone you know (all of your SOI) should be Facebook connections. If they are not, you should send them invitations to join facebook and friend you. In addition, everyone you meet should be added as a facebook friend. You will use this social media to communicate and stay in touch with your SOI. Once everyone is in facebook, you will export your FB contacts to your Century 21 Business Builder CRM where you will set them up on 2 drip campaigns to include seasonal cards and automatic real estate information emails. You will want to track how many of your SOI you actually speak to daily (not facebook or email but voice to voice) Add these numbers to your daily contact commitment to reach your goal.

“You don’t close a sale, you open a relationship if you want to build a long-term, successful enterprise.” ~Patricia Fripp

Make a list of 100 people you know along with names, numbers and emails. This will be easier than you think so you merely need to get started. Use the following list to “jog” your memory for additional names of contacts. Ask yourself if you know anyone who is at all involved in any of the following. Write their name next to each, if none, cross them out. Accountant Computer Jewelry Printing Advertising Construction Lawn Care Property Mgmt. Aerobics Airline Alarm Systems Animal Health/Vet Apartments Appraisers Architects Art Athletics Attorney Automobile Baby-sitters Banking Barber Bartender Baseball Beauty Bible School Boats Bonds/Stocks Bookkeeping Bowling Brokers Builders

Cable TV Camping Carpet Cleaning Cellular Phones Church Consulting Contractors Cosmetics Country Clubs CPA’s Credit Union Day Care Delivery Dentists Dermatologists Doctors Dry Cleaners Dry Wall Electrician Engineering Firemen Fishermen Florist Furniture Gardens Golfing Groceries Gymnastics Hair Care Handyman Hardware Health Club

Health Insurance Pharmacies Horses Hospitals Hotels Insurance Pools Libraries Limousines Loans Management Manufacturing Massage Mechanics Medical Mortgages Motels Museums Music Mutual Funds Newspapers Nurses Nutrition Office Machines Office Supplies Optometrists Orthodontist Pediatricians Pedicures Pensions Pest Control Pets

Phones Video Physician Plumbing Rental Agencies Repair Resorts Restaurants Roofing Salon School Secretaries Siding Signs Skating Skiing Skydiving Soccer Softball Software Spas Sporting Goods Surgeons Tailors Teachers Tennis Theaters Therapists Title Companies Training Universities Weddings

JUST LISTED / JUST SOLD MARKETING When a company puts a new listing on the MLS, it is the best time to reach out to curious neighbors and ask if they have considered selling their home. The premise is simple. You or your office has just listed or sold a home. You call everyone in the surrounding area to let them know about the listing or sale. Let your prospects know that you need more homes to sell and ask if they would consider selling theirs. The script is very simple: “Hi. My name is Rick with ABC Realty. I am calling because I (we) have just listed a home in your neighborhood on 123 Apple St. As a result of our marketing we have generated a lot of interest in the area and need more homes to sell. Have you thought about selling yours?” The same is true for “just sold” “Hi. My name is Rick with ABC Realty. I am calling because I (we) have just sold a home in your neighborhood on 123 Apple St. As a result of our marketing we have generated a lot of interest in the area and need more homes to sell. Have you thought about selling yours?” All you need to have TONS of numbers and prospects to call each day is an active listing and a CRISS-CROSS DIRECTORY. (This is a resources that will give you names, addresses and phone numbers of residents within a given parameter. You can definitely BUY resources such as Cole’s Directory or you can use the FREE RESOURCE in this example to obtain Just Listed/ Sold phone numbers. In San Antonio, you can use the Public Library resources at http://mysapl.org/ 1. http://mysapl.org/ 2. Click on DATABASES 3. Scroll through the directory for REFERENCE USA 4. Enter your name and library card # 5. Under ‘Active Databases” choose U.S. Standard White Pages 6. Choose “Custom Search 7. Choose Geography and then Radius 8. Enter Street Address and .5 in the “number of miles” field You will the see a list of everyone within a half mile of your listing. (Make sure to comply with all “do not call” regulations)

EXPIRED LISTING PROSPECTING Expired listings are listings that have been on the market but did not sell within the agreed terms of a listing agreement. This is an opportunity to reach the owners and ask for the listing. WORKING EXPIREDS Expired listings are one of the easiest sources of inventory for a real estate agent. Most homeowners who have experienced the marketing process without a sale are disillusioned by the lack of progress and poor perfromancefrom the initial listing agent, making it an easy addition to your inventory when you have the right system in place...and you know what you are doing! LIST TO LAST… AND GROW FAST!! No Matter if it is a Sellers’ Market or a Buyers’ Market If you have Listings – You Control the Market! The Easiest Listings to get RIGHT NOW are… Expired Listings As a real estate professional, you need to be working on expired listings. Such listings are becoming more common and available due to the changing real estate economy and an inability on the part of agents to stay ahead of trends. The Best way to get the expired leads daily is through a paid service such as land voice or redX.com You may also obtain them yourself by doing the following: 1. Search expireds on the MLS 2. Obtain seller name from MLS or Tax Appraisal Website 3. Look up name and addresses using an online phone directory a. YP.com b. Whitepages.com PROSPECTING EXPIREDS If you’ve been in the real estate industry for more than a week, it’s probably already apparent to you that if you want “NOW” business, you need to prospect Expired listings. You can realistically take 2-3 listings a month just by talking to Expireds! When you’re prospecting Expireds you need to convince them that you are the answer to selling their home; that you will save them hassle, and ultimately net them more money in their pocket. Remember, if you don’t convince them of this, someone else will. Sign up for a Service Don’t waste your valuable time. You came in this industry to make money, didn’t you? You need to begin to treat this business like a real business; don’t fall into the trap of performing minimum wage work. Sign up for a service which gives you a list of Expireds every day, there is no need for you to spend hours each day

tediously finding the Expireds. Every hour you are prospecting is worth $500, $600, or for some of you, $1,000. If you are focusing on calling Expireds have someone else do the “busy” work for you. Be First Keep in mind that in most states you’re technically not allowed to call prospects before 8am. It’s up to you to decide what time you want to start calling. However, one thing is certain, in most markets, if you’re calling them at 8:30am, you’re probably the 5th-10th caller. Many agents have tremendous success by calling around 8:00am. Now you need to just make sure you get to the office by 7:30am so you can be at the office getting prepared to start your day. Use a Script If you’re not using a powerful script, then you’re setting yourself up for failure. There are many scripts out there that work, I have found that Mike Ferry’s scripts get great results. It is critical that you find a script that works for you and use it. Compliment Them When someone says something nice about you, praises or compliments you, doesn’t it feel good? Doesn’t it “lighten you up” and somehow “disarm” you? When you’re talking to an Expired, use some of the following: You strike me as someone with a lot of common sense… You’re definitely smart, I can tell that by talking to you… I can certainly appreciate your perception on the market… You definitely a smart person, that’s clear to me… No, you’re not being sarcastic and no, they won’t reject it. Think about it… who’s going to say “No, I don’t have common sense…” After you give the compliment; attach a closing statement to it. For example: “You strike me as someone with a lot of common sense so obviously we should get together… are evenings or afternoons better for you?” By attaching a closing statement to your compliment, you are asking them a “sort of have to say yes” question. Close for the appointment Why is it that after agents do a great job talking with prospects they either fail to close for the appointment or only make one attempt to close? Memorize these phrases: If I can get you the money you want in your pocket and sell your home in the time you want, would that pose a problem for you? What’s usually a good time for you and your spouse, afternoons or evenings? If we were to meet, what day would work for you? I’ll be in the area, so let’s tentatively set something up. I’ll call you before to confirm and if we have to cancel, it’s no problem, we’ll reschedule. How does tomorrow at 5pm work or is 6pm better for you?

Consistency You may get lucky and call an Expired after reading this and set an appointment, or it may take you weeks or even months before you set an appointment, but remember…consistency is the key… Anyone can spend 2 hours a day calling Expireds for a week, but who can do it for 1 month? 1 year? Now is the time for you to take action and get to work. Start prospecting now! Expired Prospecting Methods Below you will find some different but effective approaches to prospecting for Expired Listings

A PLAN TO AGGRESSIVELY MARKET EXPIRED LISTINGS EVERY DAY! 1. 2. 3. a. b. c. d. 4. a. b. 5. a. b. c. 6. a. 7.

Download the Landvoice numbers early– Sort by phone # Call every lead before 10AM Make notes on each expired that was not reached If voice mail - Call back later If no answer – Make plans to visit the home If disconnected - Make plans to visit the home Place unreached leads with phone #s in a stack to be called later Hand pick 10 expireds you would like to list according to price and location Hand address 10 envelopes Mail expired letters (for less than a Starbucks latte per day, you can mail 10 leads) Pick 5 expireds to visit based on price, location and proximity to each other Visit each of the 5 between 6pm and 7pm Go to the door, knock and speak to the seller Offer to be the solution to the problem Gather all unreached leads with phone numbers and call them before 9pm Place all unreached leads with phone numbers to call with new leads tomorrow. This is the consistent success cycle: Calls -> Letters ->Visits-> Calls

"Successful people do what unsuccessful people are not willing to do. Don't wish it were easier; wish you were better." Jim Rohn 12

PROSPECTING EXPIREDS THE LAZY WAY There is no better way to get properties to sell than by soliciting expired listings. These listings expired mainly because of pricing. It was too high. These Sellers have already decided to sell and they have already decided to use an agent. It can’t get any better than that. Now all you have to do is get them to contact you. There are many different programs out there on how to work expired listings. My guess is that ALL of these programs will work if you follow their plan. However, there’s is a lazy way if you want to eliminate some work and are willing to spend a little money on postage and mailing materials Mail one letter. Every day. To every expired listing. With no exceptions. This method will usually get a couple a listings a month. However, you have to commit to it and be consistent. Remember, the one day you miss is the day you would may have hit a hot listing. Just like any marketing plan, you have to stick to it. Don’t over think it. Just do it. Do not personalize the letter …..but do hand write the envelope with the owner’s name. Whether they are owner occupants or absentee owners they get the same letter. Look them up in the tax records to make sure they are going to the right place. If you have some down time, pre-stuff 100 or so envelopes so all you have to do is write an address and stick them in the mail. This Letter Works… but obviously modify to fit your own personality. Keep it short sweet and simple. It should be one page but the largest print that will fit. ***Consistency is key! Have you mailed to expired listing before and it didn’t work? If so, then maybe it's because they read like every other letter out there. You know what I mean. "We Market your house on 500 websites", "Our CMA is the best" and blah blah blah. There is no value proposition at all. The letter did not address the expired listing Seller's biggest concerns: 1. 2.

Lack of communication Locked into a long listing agreement

Can't cancel without paying a fee

Never heard from my agent

If you want to have success working expired listings then you have to remember that the only reason you are contacting them is to get them to contact you. That's it. You want them to call or email you. ALL expired listing Sellers have the same concerns listed above. I have NEVER, not once, had a Sellers rarely say their house didn't sell due to pricing or marketing. They ALWAYS mention the agent's lack of communication. Of course we all know that the agent didn't contact them because they took an overpriced listing and didn't have any showings to call the sellers about. The agent took the overpriced listing because they don't know how to sell Sellers on pricing. It's not the Seller's fault. It's not because the Seller made a bad decision Sellers want to know what you are going to do different for them. ALL agents pitch marketing and CMAs. DON’T!! Pitch 4 main things: 1.

“I will answer my phone when you call from 8am to 7 pm 6 days a week OR I will return your call within 1 hour guaranteed. Try it!!” And they do. They will leave me a message telling me I have 60 minutes to return their call. 2. 45 day listing agreement 3.

Fire me anytime

Minimum once a week updates And it just happens that these four value propositions line up perfectly with the Seller's four main complaints. Build your letters around their common complaints and your letters will work. Save the marketing strategies and CMA until you are face to face. Make the phone ring. Pitch your wares later. It’s simple.

"All our dreams can come true if we have the courage to pursue them." -- Walt Disney

SAMPLE EXPIRED LETTER Greetings! IF YOU ARE READING THIS LETTER THEN YOUR REALTOR HAS NOT SOLD YOUR HOME. My name is Rick Tankersley and I am Century 21 Northside. I have noticed that your house was recently taken off the market so I am writing to see if you still have an interest in selling. I welcome the opportunity to meet with you to go over your Real Estate needs and update you on current market conditions in San Antonio. Together we can devise a plan that will get your home sold. In this more competitive market you need a Realtor experienced in your area who will get your home sold for full market value in a reasonable amount of time. I will offer you my 20 years of experience selling homes in San Antonio and an unconditional 45 day listing agreement that you can cancel at any time with no fees to you. I get paid when you get paid…at closing. I promise to talk to you personally during the listing period at least twice a week with updates. I promise to answer my phone when you call or return your call within 30 minutes Mon-Sun 8am-8pm. Try it! 210-788-9690. If you are serious about selling your home then give me a call today and start packing! I look forward to hearing from you. Sincerely, Rick Tankersley Phone: 210-788-9690 Email: Rick.Tankersley@C21.com

EXPIRED PROSPECTING SCRIPT #1 Hi, I’m looking for _______ … Hi _______ … my name is _______ with _______ … I’m sure you’ve figured out that your home came up on our computer as an expired listing … and I was calling to see … 1. When do you plan on interviewing the right agent for the job of selling your home? 2. If you sold this home … where would you go next? 3. How soon do you have to be there? 4. ________ … what do you think stopped your home from selling? 5. How did you happen to pick the last agent you listed with? 6. What did that agent do that you liked best? 7. What do you feel they should have done? 8. What will you expect from the next agent you choose? 9. Have you already chosen an agent to work with? 10. I would like to apply for the job of selling your home … are you familiar with the techniques I use to sell homes? (No) You’re Kidding! 11. What would be the best time to show you … Monday or Tuesday at ____?

EXPIRED PROSPECTING SCRIPT #2 Hello. My name is ________________with Century 21 Northside. How are you? I am sure you know the reason I’m calling is that I noticed your listing expired today and I would like to apply for the job of getting it sold for you. (You may get some objections here. If so, acknowledge and empathize then move on to the rest) There are only 3 reasons a home will sit on the market this long and not sell. If it is priced right and good condition, it must be that it needs better marketing. I have a SUPER-AGGRESSIVE marketing plan that I would like to share with you at your convenience. Of course I’m sure you are going to want to get your home back on the market as soon as possible so I can arrange to meet with you this afternoon or later this evening….whichever works better for you.

FOR SALE BY OWNER (FSBO) PROSPECTING This an owner who is trying to sell their home without a realtor in order to save money on the commission. Almost 90% of all FSBO’s will list with an agent, so these are great people to prospect regularly. For-Sale-By-Owner (FSBO) sales declined to 10 percent of sales transactions in 2014, down from 14% of sales in 2003. 40% of FSBO sales occur when the seller knows the buyer, since a real estate agent is not usually needed in those types of transactions. Small towns and resort areas tend to have the highest rates of FSBO sales, with only 7% of suburban area transactions being FSBOs. Typically FSBO sellers have lower median incomes and are more often singles, especially single males. Every home seller must eventually decide whether to hire a REALTOR® or to sell the home on their own. But even after they decide to go solo, FSBOs can still be convinced to use your expertise. For Sale By Owner Leads can be found in several places on the internet 1. 2. 3. 4. 5.

CRAIGSLIST Forsalebyowner.com FSBO.com Zillow.com Newspaper

You may also subscribe to a paid service such as LANDVOICE.COM to get compiled FSBO leads sent to you regularly with addresses and phone numbers that have been scrubbed against the DO NOT CALL REGISTRY. This is a small expense for the time it will save.

Additional information, including scripts and reports for prospecting FSBOS is attached.

“90% of all FSBOs will end up listing with an agent.” 17

FOR SALE BY OWNER SYSTEM You know that you can get a lot of listings from working FSBOs. You also know that it is usually frustrating, embarrassing, and tedious. You may have given up working FSBOs in any kind of organized, consistent way because you simply don’t like the grind you have to go through. Who can blame you? Going head-to-head with FSBOs on a regular basis using old fashioned techniques is a sure ticket to exasperation and burn out. THERE IS A BETTER WAY! A way to get positive results from FSBOs without all of the headaches and grief! Before we go any further, let’s address a very important question: Why should we even bother with FSBOs? Well, the fact is that FSBOs as a group are such attractive targets for real estate agents, that it just doesn’t make sense to ignore them. Let’s take a closer look. What do we know about FSBOs? It is pretty much the same in all markets, and in all price ranges. We know four main things about the FSBO. 1) They own a home. 2) They want to sell it. 3) In most areas, unless they have it priced below market or have some kind of special financing, they will not be successful in selling it on their own. 4) 90% of the serious ones will end up listing with an agent. Go ahead, read number 4 again. Do you think that this is a group that we should maybe pay a little attention to if our goal is to get lots of listings? SAY YES. Yes IF done right. Yes IF done smart.

In order to get the most out of the system, you need to really understand the FSBO. Let’s take a look inside the brain of a FSBO to see what they are really thinking. Why would someone want to try to sell their home themselves instead of hiring an agent to handle all the details for them? There are a few minor reasons, but by far the single biggest reason is to save paying that huge commission! On a $150,000 house an average commission is around $10,000. To the FSBO, that is a ton of money! In the FSBOs mind they see more money for the down payment on their next home, that dream vacation, a new boat, a way to pay off some bills, etc. They think that for just a little work, putting a sign in the yard, and showing people through the house, they can possibly pocket a big extra chunk of change. The typical FSBO consists of two parts: husband and wife. Often, one spouse will want to hire a professional, and the other wants to do it on their own. So what do they do? They compromise. One spouse agrees to we’ll try it your way for 45 days, but if it’s not sold by then they agree to get an agent. Some even go FSBO because they don’t know any agents. (They sure will within 48 hours of putting up a FSBO sign in their yard!) Remember, 90% of the serious FSBOs end up listing with an agent. The overwhelming odds (at least in most markets) are that their home will not sell. They eventually grow frustrated with all of the bogus calls from people who just bought a No Money Down course from a late night infomercial, appointments that don’t show, and the relentless badgering from real estate agents. That’s when they throw in the towel and list with an agent. That agent should be you, and it will be if you know the right way to work them! So what is the smart way??? The smart way is NOT doing what everyone else does. Telling them that they won’t be successful, bragging about how great you are and all the reasons why they should hire you. 19

This is just rubbing it in their face that you think they are idiots for trying to sell it on their own. This is NOT the way to get people to like you or want to work with you. A great way to work FSBOs is using Response-Generating Marketing to get them to call you. Included below, you will find some sample ads you that you can adapt for most marketing formats, or even run in a For Sale By Owner homes magazine. Simply change the size and layout to fit – it’s easy after a while. There is also a 3-step letter program to mail to FSBO’s offering the FREE report. You should have everyone you know - even friends and relatives jotting down the address of any FSBO that they see. For those of you who just love to get on the phone, there is a way to call FSBOs and get appointments without ending up feeling beat-up and bloody. You know that the lure or bait that we often use in the lead generation two-step ads is a Free Special Report. A free report can also be used when calling FSBOs in a way that you won’t feel like you are begging or badgering them and you will set yourself apart from the masses of other agents. The technique is to call them and say something like this: May I speak with the owner of the home for sale please? This is the owner. This is ________ with Century 21. Tell me - have you sold your home yet? No, we haven’t sold it yet, and we are not listing with an agent. I understand that. Let me ask you this, are you cooperating with real estate agents -by that I mean if an agent brought you a qualified buyer at a price acceptable to you, would you being willing to pay at least a partial commission? . Well, we might pay a couple percent.

Great. My office is currently working with a lot of qualified buyers, and over the years we have sold a lot of for sale by owner homes on a partial commission basis. What I need to do is stop by your home to take a quick look to see if it matches up with the needs of any of our current buyers. It will only take 10 or 15 minutes, and I will not be trying to pressure you to list or anything like that. In fact, I have a new special report called How to sell your home yourself, for the highest possible price, without paying a big commission. It is very informative and I will bring a free copy to leave with you when I stop by. I can stop by this afternoon or tomorrow morning, which is best for your schedule? I will be home this afternoon. Wonderful! I will stop by between 3:00 and 4:30. What is the address there? And your name. That’s it. It is really simple to get a FSBO appointment! Remember: 90% of serious FSBO.s end up listing with an agent! Regarding the partial commission thing….. No, I am not interested in taking listings at a reduced commission. That is not the goal whatsoever. In fact, you should consistently ask for one percent higher commission than most of the agents in your area. However, over the years I have sold quite a few FSBOs and received about half of a full commission (the same amount I would have got selling another agent’s listing). The purpose of asking the FSBO if they are willing to pay a reduced commission is simply to get a solid, no BS reason to go to their house. If they answer yes that they are willing to pay at least some commission, it’s only logical that you would need to stop by to take a quick look at the house to see if it is right for any of your buyers. If you (or your office) are working with at least a couple of buyers, this approach is totally honest and straightforward. Don’t be like a lot of agents who say “I have a buyer for your home” when they really don’t.This is totally lame! The FSBO will see right through your charade pretty quick when your buyer doesn’t materialize. Be Different! And be totally honest!!

Most every other agent is going to try to tell the FSBO how great they are, how great their company is, and that selling a home yourself is foolish. They provide no benefits to the FSBO, and actually turn the FSBO against them. THERE IS A BETTER WAY! Believe it or not, the best, most successful way to deal with FSBOs is to try to help them sell it themselves. Some of you may be thinking that I have lost my mind but it is true. The key is to position yourself as a helpful information provider, a resource that they can call for advice without any obligation. This is the opposite of a self-centered, greedy salesperson who only cares about getting a commission check, which is exactly how most agents unwittingly portray themselves!

You may feel a bit weird at first when you shift your mindset over to helping the FSBO instead of hounding. Some of your fellow agents may make nasty faces at you. (That’s alright, because they will probably try to copy you once they realize how many listings you are getting!) Don’t worry, you will get used to it quickly, especially the no-pressure, friendly, high results aspects! Remember: 90% of FSBOs end up listing with an agent! They probably won’t be successful in selling the home themselves, but occasionally they are. But don’t despair if this happens. The few FSBOs that I gave free information and advice to that did sell successfully on their own turned out to be some of my biggest referral sources. So even if they do sell on their own, you’ll probably get at least a referral or two for your efforts. When you go out on the appointment and give them the free special report, sample forms and checklists, etc. without pressuring and twisting their arm to list, you will be different than 99% of the other agents. They’ll actually end up feeling a little bit obligated to you. When someone gives you something, you naturally feel obligated to give something back. It’s called the principle of reciprocity. Reciprocity can be very powerful.

Remember: 90% of serious FSBOs end up listing with an agent! (Why do I keep reminding you that 90% of serious FSBOs end up listing with an agent? Do you think it has anything to do with being persistent, following up, and making lots of money?? Say yes.) The life span of the average FSBO is about 4 weeks. Of course it varies widely, but from the time they first put the sign in the yard or ad in the paper to the time they sign a listing with an agent is about 4 weeks. You need to play it their way… slow and sure. You’ll usually end up a loser if you try to slam most FSBOs. This FSBO system is a low key, non-pressure introduction with free helpful information followed by an aggressive follow-up system. I’m certainly not saying that if you get to a FSBO and they say, We’re tired of this,can you just list the house for us? You shouldn.t be prepared and ready to list it. All people are different, and it depends on their motivation, and how long they have been trying to sell it on their own before you meet up with them. You need to pay attention and feel them out. It does happen sometimes, but by and large, FSBOs usually don’t list on the first appointment. That’s why the low pressure approach with a systematic follow-up system will have them playing into your hand most every time.

THE FSBO APPOINTMENT The FSBO appointment is unlike any other in real estate. You really never know exactly what you are going to find when you get there, so you need to be prepared for anything. You might be there for 5 minutes, or you may end up listing it on the spot and be there for an hour or more. While with most other types of appointments I always set a firm appointment time, you’ll notice that in the FSBO script I try to allow myself a window of 90 minutes or so. This allows me to group several FSBO appointments together and not worry so much about the timing. As for the actual mechanics of the meeting, it goes like this: I show up with a smile, and take a quick tour of the home. Then I ask them three basic questions, usually standing in their kitchen. Why they are selling, when they need to move, and what they are going to do if it doesn’t sell. You can make a pretty good assessment of their overall situation from the answers to these three questions. Remember: 90% of serious FSBOs end up listing with an agent! I then say exactly this: Mr./Mrs. Seller, I appreciate you letting me stop by. As I promised, here is your complimentary copy of the special report How To Sell Your Home Yourself, For The Highest Possible Price, Without Paying A Big Commission. You know Mr/Mrs Seller, I stop by for sale by owners like yourself for two main reasons. First, you mentioned that you would be willing to pay at least a partial commission, so I wanted to be familiar with the home in case it matches the needs of any of the buyers we work with. Of course, my first obligation is to the sellers who have their homes listed with me, but it is always nice to have back-ups if none of my listings are right for a buyer. While most agents only show listed properties, over the years I have sold quite a few for sale by owner homes. The second reason I stop by is, quite frankly, I know that statistically about 90% of all for sale by owners end up listing with an agent. Now I’m not saying that you will end up listing, but if your situation changes and you

decide to interview agents, I would love to have an opportunity to show you my marketing plan and all of the things I do to get homes sold fast and for top dollar. Is that fair? They always say yes. I turn to head for the door, then stop and say, I also have for you a free computerized market analysis of your neighborhood that you may find helpful. I hand it to them and say, By the way, would it be O.K. if I checked back with you occasionally? They always say yes. I then thank them, and tell them to call me if I can help them with anything, and hit the road! Average first FSBO appointment: 15 minutes. Many times they will start asking questions, and I am there longer. I always have a full listing presentation with me, just in case they are hot and ready to move forward. Never overstay your welcome!! If they don’t have any questions I leave fast, because I don’t want them to feel pressured in any way, and I.ve got other things to do! Using this softer approach, I have had many FSBOs follow me to the door saying “Wait just a minute. Can you tell me more about..” Often when they don’t feel threatened, and you are totally straight with them, they will open up to you much more. This can help you build a solid rapport quickly. Remember: 90% of all serious FSBO.s end up listing with an agent! What if the FSBO asks you point blank: Why are you giving me all this information? What’s the catch? I respond, .There really is no catch. I believe in being totally honest and up front with everyone. I make my living by helping people buy and sell homes, that’s no secret. So if down the road you get tired of trying to sell it yourself, of course I would be interested in handling it for you. But as you can see, I’m not here to try to pressure you in any way. I give out the free information because I know that if you are successful in selling it yourself, you may remember my being helpful and straight forward and use my services in the future or refer others to me. If you do decide down the road to list with an agent, I know that you’ll probably remember that I was helpful and different from all the other agents, and at least give me a chance to interview for the job. That’s all. Does that make sense? 25

They always nod and say yes. Honesty is always the best policy! If they show interest in maybe giving up on the FSBO game and listing with an agent, there are lots of things you can say to them but only if they open the door for it by asking about details of listing with you or ask how things would be different if the house was listed. Here’s a few realities that you can make them aware of: Mr/Mrs. Seller, I understand why you might want to try to sell the home on your own, the thought of saving the commission is sure appealing. Unfortunately, the cards are stacked against you, and here’s why: When someone wants to buy a house, they have two basic options. They can either use a real estate agent (at no cost to them) who will use computer technology to zero in on homes that match their needs, map everything out, and put them in their nice car and chauffeur them around to view all the properties, OR, they can do all of the leg work themselves.. If you think about it, why would a buyer want to go through the hassle of doing it all themselves? Because they feel that they are doing the job of the real estate agent, so they should save the amount of the commission!! Why else would the buyer do all the work themselves unless they thought it would save them some money? It has been proven in many studies that buyers who shop from for sale by owners deduct the amount of the commission plus another 2% when they make an offer! So on one hand you have the seller, who the only reason they are trying to sell it on their own is to save the commission, and on the other hand the buyer, who the only reason that they are shopping from a for sale by owner is to save the commission! Both buyer and seller can’t save the same commission! Remember: 90% of serious FSBOs end up listing with an agent! Here are some more things you can say to them: There are four main types of home buyers, and it’s important to know a little about each type: TYPE ONE: FIRST TIME HOMEBUYERS - This type has never bought a home before, and they are a little unsure of themselves. They need someone to hold their hand and guide them through the process. They are an

important group of buyers, and they almost always use a real estate agent. TYPE TWO: RELOCATION BUYERS - This type is moving in from out of town, so they are unfamiliar with the areas, schools, neighborhoods, values, etc. They need someone who knows the area well to assist them. They almost always use a real estate agent. TYPE THREE: MOVE UP BUYERS - This type already owns a home, and wants to buy a more expensive one. They are usually busy with work, and don.t have time to drive around looking for signs or get out a magnifying glass to sort through small classified ads. They want to have homes that meet their criteria ready to look at, and have all the details handled for them. They don’t have time to waste, so they almost always use a real estate agent. TYPE FOUR: INVESTORS AND BARGAIN HUNTERS. This type is looking for a great deal. They aren’t emotionally involved with any particular property, it’s all just numbers. This group includes the people who just bought a no money down course from a late night infomercial that tells them to call on for sale by owners. They ask if you have an assumable loan or will carry the mortgage yourself. They want a below market price, and unfortunately for owners like yourself who are trying to sell themselves, this is the type of buyers that you attract most. So you can see why it is difficult to sell on your own. While the odds are against you, it is by no means impossible. I’m not trying to say that you can’t do it. People do it all the time, but it takes a lot of time and energy and it’s not as easy as it seems. Finally, while I don’t recommend scare tactics, you may want to ask who will be answering the calls and handling the showings. People are not always who they appear to be, and safety is a very real issue. Many of them may want to think twice about parading a bunch of strangers through their house. There are a lot of whacked out people in this world, and you can never be too careful. If you think I’m exaggerating, simply turn on the news any night or read the paper. After the appointment, they get put into my 1-31 follow-up program. I can’t stress enough how much more productive you can be when you computerize and automate.

The important thing is to remember the critical importance of following up. It does take a little time to get the system set up and running smoothly. You will get paid back for the time you invest many times over with all of the commission checks from the FSBOs that you’re going to list and sell! Remember: 90% of all serious FSBO.s end up listing with an agent!

“Successful people are simply those with successful habits.” Brian Tracy

SAMPLE FSBO POSTCARDS _____________________________________________ A Powerful New Special Report Is Yours FREE For The Asking! The report explains in detail exactly what you need to do to sell your home fast and for top dollar and do it yourself without hiring an agent! The report is titled: How to Sell Your Home Yourself, For The Highest Possible Price, And Avoid Paying A Big Commission! The 6-step selling process covered in the report will show you everything you need to know from understanding the market to closing and moving! To get your FREE copy of this informative report at no cost or obligation, simply call (210) XXX-XXXX for a free recorded message. Donâ&#x20AC;&#x2122;t delay. It is your hard earned money on the line. Compliments Super Agent, Super Realty Co.

Sell Your Home Yourself Without Paying A Big Real Estate Commission! A new Special Report is available that explains in detail exactly what you need to do to sell your home fast and for top dollar and do it yourself without hiring an agent! The report is titled: How to Sell Your Home Yourself, For The Highest Possible Price, And Avoid Paying A Big Commission! The 6-step selling process covered in the report will show you everything you need to know from understanding the market to closing and moving! To get your FREE copy of this informative report at no cost or obligation, simply call (210) XXX-XXXX for a free recorded message. Don.t delay . it is your hard earned money on the line. Compliments Super Agent, Super Realty Co.

SELLING YOURSELF? Don’t Sign Any Binding Sales Agreement Until You Read This Free Report First! A new special report is available that explains in detail how to avoid the common mistakes that cost home sellers thousands of dollars and how to sell your home yourself - fast and for top dollar - and do it without hiring a real estate agent! The report is titled: How To Sell Your Home Yourself, For The Highest Possible Price, And Avoid Paying A Big Commission!

The 6-step home selling process covered in the report shows you everything you need to know from understanding the market to closing and moving! Yes, I am a real estate agent, but not like most of them you’ll meet. My business is based on providing helpful information, NOT pressure and sales pitches.

To get your own FREE copy of this informative report at no cost or obligation, simply call (210) 693-0548 for a free recorded message. Don’t delay! It is your hard earned money on the line!

NORTHSIDE

Rick Tankersley (210)693-0548 30

SAMPLE FSBO TARGET LETTER #1 (Send to FSBOs by mail to offer Free Report)

A Powerful New Special Report Is Yours FREE For The Asking! Dear _____________, I noticed that you were selling your home on your own, and I wanted to tell you about a new FREE Special Report that can save you a fortune! The report is titled: How To Sell Your Home Yourself, For The Highest Possible Price, And Avoid Paying A Big Commission! The report explains in detail how to avoid the common mistakes that cost home sellers thousands of dollars, and how to sell your home fast, for the highest possible price and without hiring a real estate agent! The 6-step home selling process covered in the report will explain everything you need to know - from understanding the market conditions to closing and moving! This report is available to you at absolutely no cost or obligation! Yes, I am a real estate agent, but I am not like most of them that youâ&#x20AC;&#x2122;ll run into. My business is based on helping people and providing valuable information, NOT pressure and sales pitches. To get your FREE copy of this informative report mailed to you at no cost or obligation, simply call (210) XXX-XXXX for a free recorded message. Good Luck, Rick Tankersley P.S. Donâ&#x20AC;&#x2122;t sign a binding sales agreement until you read this report first!!

SAMPLE FSBO TARGET LETTER #2 (Send 7 days after letter #1 if no response)

-Second Notice-

Your FREE Special Report Is Still Waiting For You! Dear __________ , I wrote to you a week or so ago about a free special report that is reserved for you. Since I haven’t heard from you, I am writing you again, because I figured you may have misplaced my last letter or simply got busy and forgot to call. The Special Report is titled: How To Sell Your Home Yourself, For The Highest Possible Price, And Avoid Paying A Big Commission! It is filled with valuable information that can save you thousands of dollars and help you avoid common home selling traps that can cost you a fortune. The 6-step home selling process explained in the report will tell you more than even some real estate agents know! Yes, I am a real estate agent, but I am not like most of them that you’ll run into. My business is based on helping people and providing valuable information, NOT pressure and sales pitches. To get your FREE copy of this informative report mailed to you at no cost or obligation, simply call (210) XXX-XXXX for a free recorded message. Good Luck, Rick Tankersley P.S. Don’t make a serious mistake that could cost you a fortune!!

SAMPLE FSBO TARGET LETTER #3 (Send 7 days after letter #2 if no response)

-Final Notice-

Last Chance For You To Get The Valuable FREE Special Report! Dear ___________ , I contacted you by mail a couple of times to offer you a FREE copy of the informative report titled: How To Sell Your Home Yourself, For The Highest Possible Price, And Avoid Paying A Big Commission! Perhaps you missed my earlier letter, or have just been busy, so I thought I would contact you one final time. The report is filled with valuable information that can save you thousands of dollars and help you avoid common home selling traps that can cost you a fortune. The 6-step home selling process explained in the report will tell you more than even some real estate agents know! Yes, I am a real estate agent, but I am not like most of them that youâ&#x20AC;&#x2122;ll run into. My business is based on helping people and providing valuable information, NOT pressure and sales pitches. Sincerely, Rick Tankersley P.S. To get your FREE copy of this informative report mailed to you at no cost or obligation, simply call (210) XXX-XXXX for a free recorded message. Youâ&#x20AC;&#x2122;ll be glad you did!

FSBO FOLLOW UP Remember that most all sales are made after the 5th contact, and only 10% of all agents ever make it past the 4th contact! So just by keeping in touch your odds are100 times better than someone who only contacts them once or twice. It is very important to put everything into your 1-31 File so you know exactly what to do everyday… so that you don’t forget or fall behind. When you stay on top of it, follow up doesn’t take much time and your results will skyrocket. Will every one of the FSBOs end up listing with you? Of course not. But a lot of them will! Examples of items* that you can give/send to FSBO: Sample purchase contract Sample counter offer Sample property disclosure form and info on disclosure laws Sample cost sheet Sample lead base paint form Sample walk-through form For sale sign Yard info box Sample brochure A stack of pictures of their home to be used on brochures Utility expense sheet Guest register for showings Use of one of your 800 hotline voice boxes Showing/preparation tips Updated market analysis/comparables Another copy of FSBO report Article reprint Financing sheet on their home for buyers (from lender) List of homes for them to drive buy (If they’ll be buying again in the area)

SAMPLE FSBO FOLLOW-UP LETTER Dear _____________ , Thank you for taking the time to show me your home. I will keep it in mind while working with my buyers. As I mentioned before, please feel free to call me anytime you have a question or need assistance - be it with setting the right price, preparing a contract, or getting financing for a buyer. I am always happy to help, regardless of whether you hire me, another agent, or successfully sell on your own. Happy Selling, Rick Tankersley P.S. My direct phone number is (210) XXX-XXXX in case you ever need to reach me in the evening or on a weekend.

OPEN HOUSE MARKETING Scheduling a day and time to allow a home to be viewed by anyone. It is the hope that this will be a draw for prospective buyers. This is a good time to gather contact information to follow up with prospects.

Schedule an open house in a conspicuous area in a non-gated community. Email your entire database along with a picture and invitation to the home. Place 5 craigslist ads Put out lots of signs Have a gift to give away as an incentive to provide contact info Have entry forms to gather information Make sure you follow up the next day with every contact. “Hi, this is ____ with Century 21. I met you yesterday at the open house. I was calling to ask for some feedback and get your opinion about the house. Did you like the home? What did you not like about it? What did you like? Is there anything you recommend for the owner to do to make it more appealing? Since this home didn’t interest you, would you mind if I sent you some homes that are new to the market that you may like?”

HANDLING AND CONVERTING INCOMING LEADS Leads will call as a result of company marketing as well as your own efforts. Every call should be handled as if it will make you THOUSANDS of dollars.

The ONLY THING on your mind when the phone rings is SETTING AN APPOINTMENT!

You cannot sell anything or make any money until you meet with the potential client Face to Face.

Steps to Setting an Appointment 1. Be Enthusiastic! 2. Get a name and number 3. Would you like to see it today? 3. Give some information 4. Ask Questions 5. Set the Appointment 6. If you cannot get an appointment, ask for email address so that you may send them homes that are actively on the market as they become available.

SCRIPT FOR HANDLING INCOMING LEADS IMPORTANT: ALWAYS GET A NAME AND NUMBER ALWAYS ASK IF WORKING W/A REALTOR ALWAYS, ALWAYS, ALWAYS ASK FOR THE APPOINTMENT Good Afternoon. Century 21. May I help you? Thanks for calling. Please repeat the address of the property. I’ll be happy to get that information. Could you hold for a moment? What’s your name and number, just in case we’re cut off? Thanks for holding. While we’re getting the information, do you mind if I ask you a few questions? QUESTIONS 1. 2. 3. 4. 5. 6. 7.

What was it about the property (or ad) that caught your eye? How long have you been looking for a home? Are you working with an agent? How many homes have you actually looked at? Why didn’t you buy one of them? Do you currently own or do you rent? How Soon do you need to move?

I have access to any listing in San Antonio. I can show anything. I would be happy to show you this home and maybe a few others in the area. Will 5 or 6 work better for you? Great! I have you down to meet at 5 this afternoon. I will go ahead and start getting this scheduled and let you know if there is a delay of any kind. I will also try to schedule a couple of other homes in the same area for you to view as well. OK? GREAT!! BY THE WAY… will be paying cash for this home or will you need financing? Financing? Fantastic!! I will need a copy of your lender letter. If you don’t have one, I can have my friend at XYZ Mortgage call you and take care it very quickly.

I will see you at 5pm.

HANDLING INCOMING INTERNET LEADS POINTS TO REMEMBER

      

Most buyers search internet for homes. Buyers are not looking for a Realtor. Buyers may search for a home 6-8 weeks before contacting a Realtor. ALL LEADS ARE GOOD LEADS. Not just “kicking tires” Wouldn’t be on the lot if they didn’t want to buy. 70% of all real estate transactions are a result of FOLLOW UP.

If you receive a phone number from a lead, treat it just like an incoming call. However, in many cases, internet inquiries only provide and email address. You will need to use the email to get the lead to speak with you and ultimately meet.

Once you receive an inquiry... be relentless!

The first step is to send an IMMEDIATE RESPONSE.

EMAIL EXAMPLE #1:

Hello. I received your inquiry for 1313 Mockingbird Lane. This is a GREAT deal for this home. I am available to show it today and tomorrow. Which day works best for your?

EMAIL EXAMPLE #2:

Thank you for your inquiry. I was glad to see that this home is still available. When would you like to see it?

      

If you do not get a response, try resending the email a few more times until you get a response. Place the name and email into CRM and set up an automated drip campaign. Put the contact into the MLS and start a saved search to send homes everyday. Do a google search for the email to find other ways to connect. Search the email on facebook to connect. If found, send a message. Add the prospect to MLS clients and send automated search to be delivered everyday. DO NOT GIVE UP!!

“Most people think “selling” is the same as “talking”. But the most effective salespeople know that listening is the most important part of their job.” ~Roy Bartell

Craigslist Marketing Buyers search craigslist for homes to purchase. This is a great place to advertise your listings or other agents’ listings in order to cause prospective buyers to call you. According to site analytics, 63,216,431 people used Craigslist in the month of September. With stats like these, agents cannot afford to neglect implementing Craigslist real estate marketing strategies into their business There is a right and wrong way to use craigslist. Since Craigslist closely resembles a form of traditional classifieds based advertising, a majority of users choose to utilize this real estate marketing tactic by simply running basic ads with no or a very poor call to action. We cannot expect visitors to contact us directly. Instead, online marketing strategies require us to be proactive instead. For instance, if you were to spend 15 minutes scanning over local postings on Craigslist, you would typically find a lot of listings that rattle off a bunch of features and benefits of a particular home, with perhaps a link to a website or property search tool. However, the problem with this approach is that 95% of the population is doing the same exact thing! Unless that prospect is ready to buy or sell on the spot, your ad could quickly be glimpsed over with no action being taken. The difference with using Craigslist real estate marketing strategies is that you must focus on lead capture instead of simply advertising your goods and services to a huge marketplace. Your Craigslist Ad Gripping Headline: What makes your listing or offer unique? Focus on features, benefits, and pain points that will grasp your audience’s attention. Headline must be compelling to get people to even open your ad. Less is More: In addition to an eye-catching headline, you need great ad copy with a “call to action” Give brief description of the property with a “best feature” included. Upload 4-5 pictures. Have viewers call your. Consistency and Volume: You will be successful with Craigslist by posting many ads every day. Don’t expect results if you are only posting now and then. Make it a part of your daily schedule.

LEAD CAPTURE

FACT: WEB LEADS MUST BE CONTACTED IMMEDIATELY UPON CAPTURE!! If you wait over 10 minutes to contact your leads, they will be cold and most likely not return your correspondence whether phone or email. It doesnâ&#x20AC;&#x2122;t matter if it is craigslist, leadrouter or any other lead generator. When you receive the lead, give yourself no more than 10 minutes to reach the lead. By being first you will most likely gain the business. By being quick the lead is still HOT. After a few minutes the leads cool down.

New Home Builders You should spend a few hours a week visiting new home subdivisions, viewing homes and getting to know builder representatives. By doing so, you will learn about special incentives and benefits offered by each builder. You may also leverage your relationship with the rep to gain listing referrals. There are builders who will allow you to hold open houses in their homes that are ready to move in (specs) You will also want to use information from each builder to create ads on craigslist in hopes that a prospective buyer may call. New Home Reps you have contacted should be added to you 1-31 File. REALTY PAK

Every week, San Antonio Builders put all of their inventory homes and prices along with any incentives in a publication called the Realty Pak. You should familiarize yourself with the inventory homes and specials in order to offer your clients alternatives. You will find by selling your buyers new homes (already completed) the process is much easier for you as an agent. You will help your client negotiate a good deal and represent them through the process. However, for the most part, the builder will handle the deal.

Advertise New Homes You can use specials in the Realty Pak to post ads on Craigslist. Do Not use builder name or address of the home. Create an ad to entice buyers to call you. Example: Save Thousands on 4/2 New Home in Alamo Ranch - Zip Code -78251 New home. Ready to move in. Recently reduced. Call to view this home before it is gone. Call Rick Tankersley â&#x20AC;&#x201C; 210-555-5555 Century 21

Business Prospecting Enter a new place of business every day and ask to speak to the owner or manager. Introduce yourself and explain that you are building your real estate business. Then ask if they know of any of the employees or patrons that are in need of your services. Do they know anyone who is wanting to buy or sell a home? Offer to help advertise their business with our office by saying “I work with approximately 100 agents at Century 21. I would be glad share any marketing materials at our next meeting. I will also share your info with my clients. Would you mind keeping an ear out for me and let me know if anyone needs my services? I will be by next week and check in with you. (You may even offer to share info in Social media, websites and blog if you are set up to do so) Your goal is to make a new business contact every day, follow up with the contact every week. When the timing feels right ask your contact to be referral source. “I really enjoy doing business with you. I feel very good about referring people I know to you. I realize that it real estate leads are tougher to come by, but can I count on you to give me at least 2 referrals this year? Of course I will take all you have but, will you commit to 2?” Now imagine you have just made 5 new contacts this week and asked them all to commit to 2 referrals per year. That is an additional 10 deals this year and you have barely just started! 

SOCIAL MEDIA As real estate agents we cannot afford to ignore the power of social media for generating buyer leads and marketing homes. Buyers and Seller both view social media (especially facebook) as a means of communicating. They expect agents to use these social avenues to market listings and attract buyers. The power of Social Media allows us to do more, reach more and be more to more people in less time and for less money.

ONLINE REPUTATION When consumers see your name everywhere, the perception is that you must be an expert in your field. Keys to Building Your Online Reputation      

PROVIDE USEFUL INFORMATION. BE PROFESSIONAL BE CONSISTENT BE INTERACTIVE WHEN IT COMES TO YOU... LET OTHERS DO THE SELLING! BE EVERYWHERE!!

ONLINE MARKETING: START HERE YouTube channel Linked-In –Business Network Facebook Twitter Pinterest Instagram Create Promotional/=Info Videos (Use Keywords in Title and Description) QR code linked to your videos Online marketing presentation Slidehare.net Emaze.com ISSUU.com IPAD users - Keynote App Online Recommendations socialbios.com Zillow.com Profile Trulia.com Profile Yelp.com Profile (biz.yelp.com)

Facebook for your Business If you do not have a facebook profile by now then by all means you must do so immediately. Networking is vital to the real estate business. There is no better networking platform than facebook. You should and can connect with classmates, past clients and co-workers, family and friends. It is also very easy to connect with new people daily. Sell without being annoying is your job on facebook. DO NOT use it as a place to pitch listings a constantly ask for business. You will never build a good database this way. You must ENGAGE with your network, “like” status updates, comment on other status updates and above all… be friendly. Make it a habit to engage with 9-10 connections every day. You will add every new connection, contact and client to your network immediately and begin to interact with them. This will make networking and follow up easy and you will garner countless referrals.

Facebook Timeline The best way to allow your connections to know who you are and what you do is to replace your picture in your timeline cover to something business related. Once in place, you can speak interact, have fun, discuss, and comment on anything other than business and your friends will always be reminded that you are in real estate. THIS IS HOW YOU GET REFERRALS WITHOUT BEING “UNFRIENDED.”

KEYS TO FACEBOOK SUCCESS       

Create a nice, professional cover that shows who you are and what you do. Add friends and interact daily Do not try to SELL! Be Positive Avoid Polarizing posts Be friendly Be consistent

LINKED IN LINKED IN PROMOTES ITSELF AS A MEANS TO: Find past and present colleagues and classmates quickly. LinkedIn makes staying in touch simple. Discover inside connections when you’re looking for a job or new business opportunity.Your network is full of industry experts willing to share advice. Have a question? Just ask. IN REALITY …. LinkedIn, the business network for professionals, is more than a living resume. It’s a reputation engine, a visual representation of your business network’s reach, and a place to express your business capabilities. --Chris Brogan, leading online marketing expert GET RECOMMENDED Users with recommendations are three times as likely to get inquiries through LinkedIn searches. Ask your colleagues and past clients on LINKEDIN to speak up for you — get endorsed.

TWITTER You can do the exact same thing with your TWITTER profile as with Facebook. Create a professional background so you look as though you belong and not just a generic page. KEYS TO TWITTER SUCCESS:   

Follow people daily and they will follow you back (if they do not follow you, unfollow them) Consistent Interaction Post links on twitter to: o Linked in profile o Facebook Page o Website, blog, etc o Listings o

Items and Article of interest o

Videos

Twitter Prospecting If you do not have a twitter account, you will need to sign up for one. Once your account is active you can perform searches using the search bar. Type “moving to san Antonio” into the search bar. You will be able to see anyone who has tweeted about moving to San Antonio and offer to help them find a house. You will also want to type in the search term “#movingtoSanAntonio.”

VIDEO MARKETING It is no secret that Google loves video. Do a search for almost anything that can be shown through a video and you will notice that YouTube, Google Video, Yahoo video and other high volume video websites are absolutely dominating the front page of google. What you might not know are these amazing behind the scene video marketing facts. VIDEO MARKETING FAST FACTS * 62% of all web traffic is video (according to industry watchdog, eMarketer) * 48% of Google Universal Search results included video (Comscore) * More than 90% of all web visitors watch online video (according to NY Times) * The average YouTube visitor spends 37 minutes a day watching video * Because video is so popular, video links often show up way before other content Here is a HUGE STATISTIC that should make you decide to incorporate video into your marketing plan immediately: According to POSTLING.com, 73% of home sellers say they would prefer to use a real estate agent that uses video yet only 12% of all agents have a you tube account!

You Tube Channel Video will be extremely important to your marketing plan. In today’s world, consumers are much more likely to watch a 2 minute video than to read a page of text. We will discuss the importance of video marketing in a later chapter, however it is important to your online reputation that you create a YOU TUBE CHANNEL for yourself.

When you create videos, they will appear in your channel. Consumers, such as potential sellers and buyers will be able to find your videos easily and see that you are High –tech, innovative and are a “cut above” the average agent.

Create Lots of 2-3 minute videos pertaining to your business        

Listings Foreclosures Property Tours Neighborhood tours Points of interest SELF PROMOTIONAL Mortgage and Market information Promote Your Videos Using Social Media

Promotional Video

SELF-PROMOTIONAL / INTRODUCTORY VIDEO SCRIPT You need to introduce yourself to the 21st Century buyer. The best way to do this is to record a 60 second video of yourself as you express pitch your services to the world. Make a promotional video and place it on Youtube: Hi, my name is ________________ with ______________________. I’ve had the great pleasure of assisting hundreds of Buyers and Sellers in the ________________area, and I would be honored to help you, or any of your friends and family. I use my extensive knowledge of the local market, along with all the latest technology to help my clients achieve their goals. Call or e-mail, and let me show you how I can help with your real estate goal.

Informational videos

Once you have your promo video up on youtube, you will want to begin a series of informational videos such as â&#x20AC;&#x153;MARKET UPDATES.â&#x20AC;? You can do these yourself or have a loan officer do them. You may also ask inspectors, title reps, appraisers or any other related field to make a quick, informational video that you can share on YOU TUBE.

The purpose of all of promo and informational video is to create the perception that you are a ONE-STOP-SHOP and are a valuable resource and leader in your real estate market. It is all about BUILDING YOUR ONLINE REPUTATION.

Promoting Your Video Once your video has been uploaded to Youtube, you can post the URL to individual videos on Facebook, Twitter, Linkedin, Your Website, Blog, and anywhere else where you can embed video. You can also email the links to friends, SOI, past clients, current clients, potential clients. You can even put links in your email signature as well as your business card. Show the world how awesome you are by putting video everywhere!

KEYS TO YOUTUBE SUCCESS: 1. Buy a nice yet inexpensive camcorder (or use your phone or Mobile Device) 2. Do a self-promotional introductory video 3. Video all listings ( a 2-4 minute tour of the home.) 4. Video foreclosures 5. Video Neighborhoods in your farm area 6. Video builder models 7. Video mortgage tips 8. Video Home buying/selling tips 9. Video other agents listings (with permission) 10. Video points of interest in the city 11. POST EVERYTHING ON YOUTUBE 12. Make sure that you complete the description when posting 13. Share your youtube links with everyone from facebook to family and friends.

QR Codes What is a QR Code? QR codes are basically barcodes that when scanned with a smartphone will direct the user to an online link that you embedded into the code. QR codes can be created by various free online programs. There are MANY USES for QR (quick response codes). The first one you will want to take advantage of is pointing the QR to you promotional Video. The QR code can be saves as an image file (jpeg, gif) and placed on business cards, sign riders, fliers and any other print advertising. If you want to really stand out from the competition, have a QR printed on the back of your card that when scanned will open your promotional video.

More QR Information QR Codes are now being created by virtual tour programs, property websites and flier programs. When scanned, these codes will open up virtual tours, fliers info and websites. However, probably the least expensive and effective method is to make your own videos and create QR codes. There are several qr code generators online. Just do a search for â&#x20AC;&#x153;qr code generatorâ&#x20AC;? to find one that will work. Here are the steps: 1. Go to goqr.me 2. Select the type of code you wish to make (URL is the one you want) 3. Copy the youtube link to your promo video 4. Paste the link into the code creator field 5. Download the code that was instantly created 6. Use the code as an image on cards, fliers and other print materials

Real Estate Based Searches In building your Online reputation, you will want to make sure you have a strong presence in the online real estate community. Start the process by completing profiles in the following online programs: TRULIA

Trulia is a free service for Consumers looking for a place to buy or rent, want to know what it's really like to live in a neighborhood or just want to peruse available properties. Trulia connects people who live nearby to the newest listings and best deals on the market. There is a free profile for real estate professionals and a forum called TRULIA ANSWERS where any real estate agent can answer consumer questions in their area. ZILLOW Zillow is a home and real estate marketplace dedicated to helping homeowners, buyers, sellers, renters, real estate agents, mortgage professionals, landlords and property managers find and share vital information about homes, real estate and mortgages. Assisting consumers make home-related decisions and connect with real estate professionals Sign Up for the free profile to get connected to your own listings and be sound in real estate searches ACTIVE RAIN ActiveRain is best described as the real estate industry’s answer to MySpace or FaceBook. Launched in June 2006, ActiveRain is a free networking site for real estate professionals across the United States. Members are categorized by geographic location and create profiles containing a photo, general information regarding specializations, and more. It takes about five minutes to set up a profile and there are over 7,500 profiles in the network with more added daily. Sign up for an account and start sharing your ideas and thought on your own Active Rain blog or join peer groups fro ideas and motivation. ADD YOUR PROFESSIONAL PROFILE AND EXPERTISE TO ALL OF THESE ONLINE VENUES.    

SOCIALBIOS.COM REACH FACTOR ABOUT.ME HOMES.COM

  

GOOGLE PLUS PERSONAL WEBSITE COMPANY WEBSITE

1-31 File Follow Up System Materials Needed 1 -1/2â&#x20AC;? 3-Ring Binder Dividers Labeled 1through 31 Lead Sheets Instructions 1. 2. 3. 4. 5. 6.

Fill out a lead sheet for EVERY lead Follow up with each lead Take notes on the lead sheet Notate which day to follow up next Place the lead behind the # divider corresponding with the date Every day open the Notebook to the number that corresponds with that dayâ&#x20AC;&#x2122;s date ( Example: Today is Dec 23 so I will open to Divider #23) 7. Follow up with the leads for that day 8. Repeat process

This is a very simple, low-tech follow u system but it works better and is more effective than any other follow up system. Of course you will have your clients in your CRM and continue other methods of follow up. However, you will always make sure to follow up with your 1-31 file leads.

BASIC CLOSING PRINCIPLES EARN THE RIGHT TO CLOSE Understanding closing techniques is important, but there are no magic words to guarantee that you make the sale. You must start by helping your customer identify his needs and then demonstrating that your services offer solutions that address those needs. In other words EARN THE RIGHT TO CLOSE. BUILD RAPPORT It is easy to say no to stranger but difficult to turn down a friend. Don’t start out being “all business.” Look for common ground and things to discuss with your seller/buyer that are ANYTHING BUT ABOUT REAL ESTATE. When you feel they are warming up to you, then begin to discuss the business. This could take 10 minutes or 30. If you bypass this step you will regret it. LISTEN We have 2 ears and only 1 mouth so listen twice as much as you talk. It is never a bad idea to take notes with a buyer or seller. By doing so you are proving you have a real interest in their needs. If you ask open-ended questions and really listen, a seller will tell you exactly what it will take to get the listing today. Buyers will also tell you exactly what they want and what it will take to put in an offer today. Ask pertinent, open-ended questions to keep the conversation moving. BUILD VALUE Never show up to an appointment unprepared! Make sure you have a professional presentation to be able to tell your story. Make sure once you have established rapport, that you take the time to really SELL yourself, services and your company. Don’t trust in personality and relationship alone. Make sure your prospect FULLY UNDERSTANDS that you are the person for the job. TIE-DOWNS Every time you make a point about your services, make sure that he/she agrees that it is something of value. Ask a question like “Isn’t this the type of exposure you want for your home?” “Don’t you agree that Century 21 is THE most recognized and respected name in real estate?” “With all of this said, don’t you agree that I can offer the very best marketing plan available?” Once the prospect answers YES to several tie downs, they will find it hard to retract later when you ask for the business. Overcoming objections is much easier when you have the prospect in the mood to say yes. ASSUME THE SALE/ASK FOR THE BUSINESS Never go to a listing appointment without the listing agreement 99% completed. All you should need to add is a price and signatures. Once you have the seller in the mood to say yes, pull out the listing agreement and say “now all we need is to determine the price. Start explaining the listing agreement and get signatures. If the seller is hesitant, you should seem genuinely surprised due to the fact that he agreed that you have the very best marketing plan available. Never leave a buyer appointment without a signed Buyer Rep Agreement. Once the interview is complete and you have shown them you listen and will work hard to meet their wants, needs and budget, you can have the agreement signed with confidence.

Think It Over Close If you’ve been in sales for more than five minutes, you’ve heard this from a buyer: “I’ll think about it” or “I want to think it over.” It’s almost as natural to them as saying, “No, thanks. Just looking” when asked “May I help you?” Why do they say it so often? Because with average salespeople it works. It stops them dead in their tracks. But, I know that you don’t want to be average. You have set your sights on being a champion salesperson. Your aim is to serve more clients than the average salesperson. So, you learn and prepare yourself to overcome the most common objections. Whenever you hear a buyer say, “I want to think it over,” “We’ll sleep on it,” or “We’ll get back to you,” it’s very likely that they like what you’re offering and are feeling compelled to make a decision. These stalls are just their way of slowing down that buying momentum because they’re a little afraid. You do exactly what they want. You slow down as well. You tell them you understand … because you do. Then, you start selling. You ask questions that you already know the answer to — answers that will remind them that they really do like what your offering and want to move forward. And you get them to admit if the money is the only thing holding them back so you can address that final concern. You do it by saying … “That’s fine, John. Obviously, you wouldn’t take your time thinking this over unless you were seriously interested, would you? So, may I assume you will give it very careful consideration? Just to clarify my thinking, what phase of this opportunity is it that you want to think over? Is it the quality of the service I offer? Is it the level of marketing avenues I presented? Is it something I’ve forgotten to cover? Seriously, please level with me, could it be the money?” A tip when using this strategy: Don’t pause after the word “over” — if you do, a client is likely to answer “everything,” or “the whole idea of going ahead,” and you’re dead in the water. What you want to do here is review what they’ve already agreed to. In other words, you’re weeding out all the other objections and narrowing it down to the most common final objection, which is the money. Handle the money objection and begin re-closing.

Closing Techniques: A Few Sample Closes

Understanding closing techniques is important, but there are no magic words to guarantee that you make the sale. You must start by helping your customer identify his needs and then demonstrating that your services offer solutions that address those needs. In other words EARN THE RIGHT TO CLOSE. With that foundation, a good closing will help you cement the deal and grow your business.

Assumptive Close If you have an established rapport with the customer and earned the right to close through the presentation then just proceed as if impossible to fail. When the timing is right, put an X on the signature line, hand it to the customer and say, “Here.” Then be quiet.

“If I could, would you…” When the customer asks for a concession, whether it is price, delivery or additional features, respond by asking, “If I can do that for you today, will you list with me?” “If we can get the seller to do that, will you make an offer?” This is an important closing question – if you agree without asking for close, then the customer has an open door to continue asking for concessions. How many times has a seller asked if you would reduce your commission? Try this close on them next time. “As I have stated, I never reduce my commission. However, If I was able to lower my commission, would you list with me today?”

Ben Franklin Ben Franklin is said to have made decisions by creating a list with two columns – the pros and the cons – and basing his choice on the longer column. If you use it as a closing technique, just be sure you have a lot of benefits in the customer's "pro" column.

Solicit Objections If you have gone through the discovery phase of the sales cycle and are confident that the customer understands that your product or service addresses her needs, then ask for the sale by asking for an objection. "Is there any reason why we can't proceed with the listing/offer?" This oblique approach allows the customer to raise any final objections -- if she has one -- without saying no to the sale.

Level With Me As you approach the end of the selling process and the customer says he wants to think about it, ask him to get to the point: “Level with me. Have I failed to show you the value that you will receive from your investment?” Then be quiet.