The Listing Presentation YOU CAN SAY STEP 1: ASK FOR THE TOUR Can you take me on a tour of your home and share what you love about it? Let’s start with the outside and work our way to end with the kitchen. You said you’re moving to (name of destination), yes? And you want to be there by (time frame), correct? And you said you wanted to get (amount)? STEP 2: ALLOW THE SELLER TO DICTATE THE STARTING POINT Some of the great things about working with me is I am very knowledgeable about this neighborhood and market, I understand how properties need to be marketed to find buyers, and I create strategies on pricing based on your needs and timeframe with the sale. We will talk about all three—price, marketing, and my track record and experience. Based on these three things, what’s most important to you? Yesterday, we when spoke you mentioned marketing was most important to you, would you like to start there? STEP 3: CONVEY MARKETING STRATEGY Before I list some of the unique things I will do to market your property, let me share the basic marketing I and most other agents do to market properties. Just like other agents, I will list in the MLS which automatically syndicates to thousands of real estate websites, put it on social media, and create a flyer to send to my database. Your property will be one of the 30,000 properties in the MLS where there are 7,000 agents. With those numbers, it takes a bit of luck that the right agent sees your property at the right time in the MLS. I don’t want to leave the sale of your property up to chance. I will proactively work the MLS by identifying the top 20 agents that have sold properties in the last year in your community, in this section of town, and in your price range to call and personally check in to see if they have any buyers and will keep the property in mind. Reaching out to the agents who specialize in this market will create more demand and more showings than the MLS will create. The more showings I can get for your property, the faster it will sell. Not only will I reach out to the top agents working your section of town to tap into their buyers, I will also proactively reach out to my buyers. I did some research for our meeting and identified 76 buyers actively searching properties on our website. Once I have the listing in the MLS, I will text or email a link to them. Then I will personally call them to tell them about your property. STEP 4: DISCUSS PRICING (Share Comparative Market Analysis) Based on this information, I think we would agree that your property could sell anywhere from $460K to $500K and the difference between getting $460K and $500K is time. The data tells us the properties that sold at the lower end of this range sold faster. If you are more motivated by time, then we will want to go to the lower range. If you are more motivated by money, then we will want to go with the higher range. If you prefer a blend, we will want to go with the middle price. Which strategy do you feel would work best for us? Based on the few conversation we’ve had about your goals; I would have picked that option too. STEP 5: CLOSE FOR A SIGNED AGREEMENT Are you ready to get started? Together we chose a strategy and I will execute that strategy immediately. I want you to feel comfortable and confident I will stay in communication with you. And at any point, when something should change in the market, be assured that I will call you and we will revisit our conversation. Does that sound good? The Listing Presentation is your opportunity to win business. Guide the conversation during the walk through, marketing plan, and market position conversation to remove objections and assumptively close for the listing agreement. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Can’t We Drop The Price If We Don’t Get An Offer YOU CAN SAY That’s a great question, and if I were you, I would be asking the same thing. However, the best chance we have to net you the most money is to price it right today because unfortunately, as the number of days on the market increases, interest and showings decrease, and the likelihood of offers below asking price increases as well. Now that you know that, I am certain you will want to price it correctly so that we can maximize our impact on the market. Sellers may wish to sell their home above market value thinking that they can drop the price if they do not receive an offer. You can educate the seller about the importance of listing the home at market value to ensure it spends the least amount of days on the market. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Open House Referrals YOU CAN SAY How long have you lived in the neighborhood? Tell me what you like most about this neighborhood. Just think…you could have family members or friends living close by if you know anyone who would like to live in a great neighborhood like this one. Are you thinking of moving? Most people like to know their home’s value. Have you ever been curious about your home’s value? I can stop by and do a CMA—Comparative Market Analysis—to show you the value your home has. When would you like me to stop by? (Give a choice of one or two specific dates/times ) Everyone you meet may be a prospective client. An open house is a prime opportunity to make connections with neighbors who may also be thinking of moving. Making these connections can also lead you to gaining new referrals, as neighbors may have friends or family who are interested in moving to the neighborhood. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Market Updates YOU CAN SAY Hi, I'm calling about (insert house address here). We talked a few months back. I'm following up to let you know that we're seen signs that now may be the time to act if you don't want to miss this historic time for you to sell your home. We’ve seen (amount) of (normal) appreciation in the last (number) months. At the same time, inventory is gradually increasing, and sellers are seeing few offers on average. In your neighborhood, we are seeing (number of offers in potential seller’s neighborhood). but we're not expecting a sudden market shift. It may be more like the air deflating from a balloon, meaning you have time to act and take advantage of multiple offers and record- setting (number) days on market across the country. For a home like yours, we’d expect to have a offers in (insert amount here). I would love to walk you through what the market data says right now and how we can use that to your advantage. Do you have some time now to talk, or should we set up a time to talk tomorrow, around (insert specific time here)? Knowing the latest local and national market data statistics sets you apart from other agents. You can share how this data benefits potential sellers who are considering selling in the current climate while also establishing yourself as a trustworthy, resourceful real estate advisor. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

I Don’t Want A Consultation YOU CAN SAY I do my presentation a little differently than most agents. Let me describe my process and let’s see if it aligns with your ultimate goal here. I have a two-step process that allows me to get to know you and your needs, and for you to get to know what you can expect of me. Most agents want to skip right to the listing presentation without really learning anything about you or your home. My company sells the majority of the listings in this neighborhood. You'll want all that information and you need to get that information so you can make the most informed decision, especially during a really confusing time for sellers right now. I would like to ask you some important questions in a brief meeting so that I can provide a thorough comparative market analysis and an individually- tailored strategy to meet your specific needs. This will help you get the most amount of money for your property. Can you see how this process would ensure that you achieve your ultimate goal? It can be tempting to please the “fishing” seller, the seller who immediately wants to know the worth of their home without having a conversation about the listing process. You can differentiate yourself from other agents by explaining how the pre-qualification appointment, pre-listing package and the listing presentation are vital to a successful sale of their home. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Educating The Seller YOU CAN SAY I’d like to begin by discussing what we can expect from buyers under differing market conditions. We can always tell whether the market is going up or down, and how buyers will react, by measuring the amount of homes coming on and going off the market. If homes are coming on the market faster than going off – prices go DOWN. This is called a buyers’ market. In a buyers’ market, there is an abundance of housing inventory and low energy or buyer demand. Buyers have their pick of inventory knowing more is coming on, and there is no sense of urgency. To net top dollar in this type of market, sellers need to create energy and urgency by making their home look good compared to the competition and through aggressive pricing. This is what we are currently seeing in our market today. When you educate the seller about the market, you can better prepare them for what to expect when listing their home. You can also show how your extensive knowledge of the market can support them in taking the steps necessary to find the right buyer. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

The Power of Storytelling YOU CAN SAY Hi! I just wanted to reach out to see how you are doing. (Send them well wishes if it is the start of a new year or season). IF THE CONVERSATION LEADS TO REAL ESTATE Focus on the benefit for sellers in today’s marketplace OR Tell a story of a recent seller who benefited from the current market conditions. It can be someone who worked with you directly or a success story of another agent in your office. This shows the benefits of selling in the current market. FOR EXAMPLE The market conditions right now are really benefiting sellers to an amazing degree. I just sold a house and the sellers got $10,000 over asking. Sharing real stories of success with your sphere in the current market conditions can be a particularly compelling way to find new clients. Maintaining connections allows you to discover new people who are interested in purchasing or selling a home. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Market Trends YOU CAN SAY If you love this house and you can picture yourselves living here, it might make sense for you to make an offer while interest rates are (check market rates and insert here). They're the (lowest / relatively lowest) rates on record (check updated market statistics and update the potential buyer here). You'll get more house for your money and the data that I follow shows no signs that housing prices will go any lower. In fact, the forecast is that prices may even go up a bit between now and the end of the year. Right now, you may also be competing against fewer buyers because there's still a lot of uncertainty with people's jobs. There are a lot of buyers that are holding off or delaying their home search process right now. Buyers look to you as an expert in understanding market trends. Educate your clients on local market statistics and support them in making informed decisions. Sharing your expertise builds a strong sense of trust with buyers, enabling a successful sale and potential networking opportunities for the future. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

My Friend/Family Member Is An Agent FOR THE FEEL, FELT, FOUND TECHNIQUE YOU CAN SAY I understand exactly how you feel. If I were in your shoes, I would feel the exact same way. I've worked with many clients in the past that initially felt obligated to work with a friend or family member that was a licensed real estate salesperson. What I found is that meeting with more than one agent allows you to make the most informed decision about working with the right agent who knows the market, has good working relationships with other agents in the marketplace, and can maximize buyer interest in your listing, which will net you the most amount of money at the end of the day. Can you see how this might benefit you? FOR THE BENEFITS STATEMENT YOU CAN SAY In my experience, it's always wise to interview more than one agent before listing your house. This is really important because choosing the right agent to represent you and the sale of your property is one of the most important decisions you can make. My job is to provide you with the best information based on analyzing up-to-the-minute market conditions, leveraging my extensive knowledge of the area, as well as my relationships with other agents in the area. The benefit to you is the ability to make the most informed decision in order to maximize buyer demand for your property so you get the most amount of money from the sale of your home. Can you see why this would benefit you? The Feel, Felt, Found Technique and the Benefits Statement are two approaches to owning objections. The Feel, Felt, Found Technique may resonate more with an emotions-based client, while the Benefits Statement may resonate better with a client who is more practical in their thinking. Both techniques highlight how your expertise sets you apart from other real estate agents and why they should choose to work with you. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

F.O.R.D. Model YOU CAN ASK FAMILY How did you meet? (if you are meeting a couple for the first time) How old is your son/daughter? Do you have any siblings? Did you grow up in this area? What brought you to (name of town)? (If they didn’t grow up there) OCCUPATION What do you do for a living? How do you like working at _____? What’s your favorite part of your job? What made you interested in becoming a _____? Do you work remotely? RECREATION What do you like to do for fun? Do you have a favorite sports team? Have you watched (or read) ______(popular show/book)? What are you up to this weekend? Have you and your family gone on any recent vacations together? DREAMS Keep in mind that these questions often lead to deeper answers, so you may want to wait until you’ve established more rapport before asking too many questions related to this topic. Where would you like to travel? What’s something you’d like to try in the future? Would you ever consider trying _____ (particular hobby or activity)? Where do you see yourself in five years? What brings you joy? As a real estate agent, you want to master small talk, make connections, meet new people, be outgoing, and talk about real estate—without seeming pushy. The F.O.R.D model is a tool to be able to connect with people and naturally lead the conversations to real estate. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Demonstrate Your Professionalism YOU CAN SAY Our next steps are to get together to complete a consultation and sign a Buyer Representation Agreement. I will send you a packet of information that goes into the details of the home-buying process and gives you a preview of the Buyer Representation Agreement that we can discuss to start the search for your dream home. I will send you a text with my contact information, so you have my number and name. Do you have any questions for me? WWB Depending on your relationship with the buyer, there will be opportunities throughout the process for a substantive conversation about Buyer Representation. Refer to your state rules for specific timelines. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Online Lead Follow-Up EMAIL TIPS Speed to lead- respond within 5 minutes to an inquiry Keep your emails short- a few sentences at most Make your emails sound conversational- read your email out loud before sending! Use the subject line to peak interest – give them something to wonder about/question Send emails on Monday mornings Long-term follow-up: online leads take an average of 18 months to convert YOU CAN WRITE SUBJECT LINE: Will This House Work for You? MESSAGE: This listing hit the market today, and I wanted to get it right over to you. As of today, there are four homes listed in your search area and price range. On average, they're selling within 11 days. If you’re interested, I'm scheduling showings for this afternoon and can easily add this to my list. It’s frustrating when you respond to a buyer inquiry on a specific listing, and then you never hear from them. Many agents give up after their first or second attempt at following up with an online lead. You can increase your chances of converting an online lead to an actual conversation with an efficient, informative email script. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.