FOR AGENTS

Marketing Academy

BUYERS

Your buyers are asking for a commitment to your professional time and effort. Asking for a commitment from them should be the natural conclusion of sharing the value of working with you.

Get down to business: get the buyers’ commitment by sharing your value.

Right now, you do not have any representation. If you sign a buyer representation agreement with me as your agent, you are assured of someone looking out for your interests. Our responsibility would be to protect your best interests without any conflicts. Can you see how it would benefit you to have a professional working to find the best house and negotiate on your behalf to get the best possible terms? Great! This form says I will represent you in your home purchase! Comply with the National Do Not Call Registry rules, and your broker’s Do Not Contact list and policies. Follow the Telephone Consumer Protection Act, state and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Buyers

You know when to adjust your buyers’ search criteria. Once your buyers are clear about what they are looking for, you should set the expectation about how many homes you will tour and ask them to prioritize properties.

Get down to business: maybe the next one?

During our tour Saturday from ______ to ______time, we will visit _______ homes. I’ve found that trying to see more than that in any one time out on tour can make it hard to remember crucial details. Also, if we’re spending time in homes that don’t truly fit your criteria, it could mean that some other buyer is writing an offer on your dream home, and we don’t want to risk that! As you find homes, I’ll ask you to prioritize them in order of preference to see which ______ families make the cut and which ones we may want to visit later potentially. Comply with the National Do Not Call Registry rules, and your broker’s Do Not Contact list and policies. Follow the Telephone Consumer Protection Act, state and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

BUYERS

Today’s buyer wants to be more involved in the home search than ever. Before you get in the car with them, give your buyers the tools and freedom to narrow down the tracking, so you only tour the homes that have been thoroughly researched. The last thing you want to do is take your buyers to dozens of homes that don’t meet their criteria.

Get down to business: save yourself unnecessary visits to homes that the buyers may rule out after seeing them in person.

When you see a property that interests you online, it’s a process of elimination to determine if it’s something we should invest our time in. First, take the virtual tour—If you like it, great! Go on to Google street tour and do a 360 on the street. Does it reveal any issues, power lines, or freeways across the street? No? Awesome! Next, if you can, do a drive-by on your lunch break or on your way to and from work to confirm it’s a great looking house on a street you like; if it is, great! Call me, and we’ll see it.  Our goal is only to see the right homes together to act quickly when we find ‘the ONE.’ Comply with the National Do Not Call Registry rules, and your broker’s Do Not Contact list and policies. Follow the Telephone Consumer Protection Act, state and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

BUYERS

Top agents have also learned to resist the temptation of doing the Buyer Consultation over the phone: They leverage any buyer's questions to reiterate their value and professionalism and confirm the appointment.

Get down to business: try the rapport ratio; two ears, one mouth.

Buyer:  We just got notified that a property we like has just come on the market and want to see it right away. Can we meet you there? Agent: Great! I’d be happy to look that up on the MLS for you! [while looking] What was it that attracted you to this home and location? Can I get your name and number just in case we get disconnected? Thank you! [Share any relevant info from the MLS to confirm their interest.] We can visit this home, and I’d also like to learn some more about what you are looking for and determine if any even better properties meet your needs so that we can see all your best matches before any other buyers do! Let’s meet in my office first so I can uncover all your wants and needs. Then I will be able to pinpoint the best properties for you. Can we meet _______ [location] at _______ [day/time]? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

FINACING

It is helpful to review the difference between pre-qualifying for a mortgage and being pre-approved. Educate the buyer on the benefits of preapproval and how to get pre-approved.

Get down to business: have you contacted your bank?

As part of my service, I can provide a list of _______ [number, at least 3] lenders who can help you. I would hate for you to start looking at homes, fall in love with “the ONE,” and then lose it because you did not get preapproved for that amount, or the sellers accept an offer from a buyer who is already preapproved.
—OR—
In this market, we can’t even consider submitting an offer without a preapproval letter unless heartbreak is what we’re after! Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Objection Handling

Buyers may object to signing the Buyer Representation Agreement (where applicable) when they do not understand the value and protections it offers. To overcome their objections, keep your focus on the benefits.

Handling Objections: I am not sure I want to get locked into an agreement.

Mr./Mrs. Buyer, if you are unsure about signing this agreement, it usually means I have not answered all of your questions, or there is something we haven’t touched on. Is there something more we should discuss? Mr./Mrs. Buyer, signing this agreement is our policy since I can’t be one hundred percent committed to you unless you are one hundred percent committed to me representing your best interests. I understand your hesitation. If it comes to a point where you do not want to work with me, I will not have a problem ending our agreement. We are just dating, not married! I only ask that you let me know as soon as you feel this way. How does that sound? If you give me the right to represent you, I can work to get the best deal, and that is what you want. The best deal? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Objection Handling

Buyers may object to signing the Buyer Representation Agreement (where applicable) when they do not understand the value and protections it offers. To overcome their objections, keep your focus on the benefits.

Handling Objections: I want to work with several agents to get the best deal.

I completely understand. I represent my buyers exclusively to provide the service, time, and attention it takes to find and close on the home of their dreams. And I can show you any home on the market, no matter who has the listing. Doesn’t it make more sense to work with a professional committed to giving you the time and attention you need? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Referral

One of the best ways to ask for a referral is to leverage the Law of Reciprocity, which describes the sense of obligation people feel about returning a favor or gift. At the closing table, don’t leave without taking the opportunity to ask for a referral.

Get down to business: let me help them find their dream home too.

Like most small business owners, my business is based on my clients' word-of-mouth, and thank you for letting me help you find your dream home. I'm betting friends, family, and coworkers have already shared with you that they are considering buying or selling, too. Could you share the contact information of at least one person you know who is considering selling or buying right now?" Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Referral

With the Buyer Agreement signed, it’s time to establish the next steps. The last of which should be taking the opportunity to ask for a referral.

Get down to business: thanks for letting me help you find your home, do you know anyone else who’s looking?

My business is based on my clients' word-of-mouth, and as you talk about the sale of your home, I'm betting friends, family, and coworkers will share with you that they are considering buying or selling, too. When I do a good job helping you find your new home, navigating the process, and following through on the things I’ve said I would do, could I ask that at some point before we leave the closing table, you will share with me the information of at least one person you know who is considering selling or buying? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

CIRCLE PROSPECTING

Another sale in the neighborhood is an opportunity to Circle Prospect within the community of your listing. Circle Prospecting is one of the most productive prospecting methods and has additional benefits—it will get your name out in the neighborhood. Ask them for their business too!

Get down to business: share the news with the neighbors.

Hi, my name is (your name). I’m a real estate agent affiliated with (brokerage name). I have some good news to share about the neighborhood. While there is a lot of news that the market is not healthy, I am having success selling properties—in fact; I just sold the home (name location). Do you or anyone you know in this area want to move? I want to share how I help sellers get the most amount of money for their property in this market. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

CIRCLE PROSPECTING

An open house is a perfect opportunity to Circle Prospect within the neighborhood of that listing. Circle Prospecting is one of the most productive prospecting methods and has additional benefits—it will get your name out in the community. Ask them for their business too!

Get down to business: your Open House is the perfect opportunity to network with the neighborhood.

Hi, my name is (your name). I’m a real estate agent affiliated with (brokerage name). I have some good news to share about the neighborhood. (Choose the best news) Homes in this neighborhood are selling for 8 percent more than at this time last year. A home just sold in only (number of days).
A home just sold for (dollars above listing price)
A home just sold with multiple offers, and now we have (number) buyers who still want to buy a home in this neighborhood.
Do you know anyone in this area thinking about moving? I want to share how I help sellers get the most amount of money for their property in this market. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

OPEN HOUSES

There are 2-3 more coming in the next few months when there's one listing in an area. Leverage the Open House to try and find them!

Get down to business: Generating interest with the neighbors.

It has been such a pleasure working with you, and I am so excited about how much you will love your new home. Don’t worry—I’ll still be here to offer any help, and I’ll check in to make sure the process continues as planned. As we finish this transaction, who can you think of right now who is thinking about buying or selling a home in your neighborhood? You have my guarantee that they will receive the same five-star attention and service that you did! Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Close the Deal

A true professional is prepared to close for the listing at any time. Knowing your Listing Presentation flow allows you to move directly to securing the listing from any point of your presentation if the seller expresses a desire to act immediately. You can build momentum toward this commitment by starting with open-ended questions, listening to the seller’s response, and then gradually moving to problems that repeatedly result in a “yes” to confirm the seller’s decision. 

Get down to business: close on the listing agreement.

Mr. and Mrs. Seller, it sounds like we agree on the price and that I have answered all your questions. Is there anything we need to do before we get started? Are you ready to choose me to represent you in the sale of your home? (Always have a listing agreement and pen ready to go when you arrive at this point.) I’m so excited to work with you and (re-state their motivation) get you to your new job/in the new home in time for school/get you the money you want from the sale. (Confirm that they have made a great decision in trusting you to represent them.) Based on everything we have discussed, I think we will make a great team! Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Expired Listing

Expired listings are more responsive to a sympathetic approach than to a high-pressure sales pitch. Follow these strategies to win with owners of expired listings:
  • Make sure you confirm that the listing has expired to stay in compliance with all applicable licensing laws in your area prohibiting agents from soliciting a seller who is working under an active listing agreement
  • Confirm in the MLS/listing system
  • Confirm with the seller

Get down to business: an expired listing is your opportunity.

Hello, Mr./Mrs. (their name). This is (agent name) affiliated with (brokerage name). I have been going over my MLS/listing system records today, and I noticed your home is no longer listed for sale. Do you still want to sell the home? Your home is in my market area, and I am curious as to why it did not sell. Would you be interested in finding out why it did not sell?  What I can do is a free analysis to help you determine the reasons why your home may not have sold. Would today at ___ or tomorrow at ___ be better for you if I stopped by for a few minutes to share that information with you? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

EXPIRED LISTING

Expired listings are more responsive to a sympathetic approach than to a high-pressure sales pitch. Follow these strategies to win with owners of expired listings: Make sure you confirm that the listing has expired to stay in compliance with all applicable licensing laws in your area prohibiting agents from soliciting a seller who is working under an
active listing agreement
Confirm in the MLS/listing system
Confirm with the seller

Get down to business: Just expired!

Hi, this is (your name). I'm a real estate agent affiliated with (brokerage name). I see that your home is no longer listed for sale. (Yes) I want the opportunity to show you what I do differently to get properties sold. (If you have a successful track record, tell the seller now.) I'm proud to say that I've helped (or talk about the office's successes) many sellers get their homes sold after they'd been unsuccessful with a different agent. Could I come over at _________ or _________ when both you and any other decision-makers would be home? It would take no more than thirty minutes. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

EXPIRED LISTING

Expired listings are more responsive to a sympathetic approach than to a high-pressure sales pitch. Follow these strategies to win with owners of expired listings: Make sure you confirm that the listing has expired to stay in compliance with all applicable licensing laws in your area prohibiting agents from soliciting a seller who is working under an active listing agreement
Confirm in the MLS/listing system
Confirm with the seller

Get down to business: looking at a listing that expired 3+ months ago.

Hi, this is (your name). I’m a real estate agent affiliated with (brokerage name). Our records show that you had your home on the market (number of months) ago. I thought that I would reach out and see if I could update you on the value of your home. The market has changed in the last (number of months), and it could be time for a fresh look—your home may have a better chance of selling now. Could I come over at _________ or _________ when both you and any other decision-makers would be home? It would take no more than thirty minutes. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

FINACING

It is helpful to review the difference between pre-qualifying for a mortgage and being pre-approved. Educate the buyer on the benefits of preapproval and how to get preapproved.

Get down to business: have you contacted your bank?

As part of my service, I can provide a list of _______ [number, at least 3] lenders who can help you. I would hate for you to start looking at homes, fall in love with “the ONE,” and then lose it because you did not get preapproved for that amount, or the sellers accept an offer from a buyer who is already preapproved.
—OR—
In this market, we can’t even consider submitting an offer without a preapproval letter unless heartbreak is what we’re after! Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

FOR SALE BY OWNER

In any interaction with an FSBO, you are always looking to do three things—exchange value, find motivation and solve problems. This minimizes rapport-building time! Many FSBOs may not want to engage at first. It’s a defense mechanism. Don’t be surprised—expect it. Take an indirect approach when you call the seller. 

Get down to business: We are both in the Real Estate business!

Hi, my name is (your name). I’m a real estate agent with (brokerage name). I noticed that you are selling your home and I’d like to schedule a time to preview it. [I don’t want to list with an agent.] I completely understand that. If you wanted to list with an agent, you already would have, correct? However, as a specialist in the area, I like to keep up to date with all the homes for sale. That includes both public listings and privately marketed properties like yours. If you allow me to look at your home, I would be able to see if it matches any of my buyers’ needs. In addition, I will be happy to provide you with a current market update on all the homes in your price range that you are currently competing with. How does that sound? I can see you today at ______ or tomorrow at _____. Which is better for you? [I don’t want to list with an agent.] I completely understand that! I want to help you, so I’m going to send you (item of value, e.g., comparable/buyer checklist). And if it’s OK, I’ll follow up to see if there is anything else, I can help you with.
Follow Up
Hi, this is (your name). I called you (date of call). I’m just checking in. Did you get my (item of value)? Anything I can help you with? For example, have you gotten any questions you didn’t have the answer to? It sounds like you are doing OK so far, but I’m curious. If price is still holding you back from working with an agent, let me share that in our market, most sellers actually end up netting more when they work with an agent because the agent can negotiate on their behalf. I’d appreciate the opportunity to show you my Marketing Plan and what I do to get properties sold fast for top dollar. Is that fair? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

FSBO

In any interaction with an FSBO, you are always looking to do three things—exchange value, find motivation and solve problems. This minimizes rapport-building time! Many FSBOs may not want to engage at first. It’s a defense mechanism. Don’t be surprised—expect it. Take an indirect approach when you call the seller.

Get down to business: soft-sell a For Sale By Owner (FSBO) with an item of value.

Hi, my name is (your name). I’m a real estate agent with (brokerage name). I noticed that you are selling your home and I’d like to schedule a time to preview it. If they respond, “I don’t want to list with an agent.” I completely understand that. If you wanted to list with an agent, you already would have, correct? However, as a specialist in the area, I like to keep up-to-date with all the homes for sale. That includes both MLS/listing system listings and privately marketed properties like yours. If you allow me to look at your home, I would see if it matches any of my buyers’ needs. Besides, I will be happy to provide you with a current market update on all the homes in your price range that you are currently competing with. How does that sound? I can see you today at ___ or tomorrow at ___. Which is better for you? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

MARKET POSITION

Here are some ideas on how to structure your marketing position conversation. This conversation leaves room to reposition the property if it lags on the market.

Get down to business: buyers determine the price of a home, not the seller.

Buyers today ultimately determine what a home will sell for by what they are willing to pay. I want to make sure that your initial market position will excite the buyers strongly enough to generate multiple showings and hopefully produce various offers. I call this an “impact” price. This strategy is the best way to help you net the highest possible price with the fewest days on the market. Let’s first look at homes most similar to yours in the area currently on the market, and that is not selling, and then homes that have recently sold, revealing what buyers have paid for homes that are most similar to yours. This will tell us which homes were perceived as a value and those that were not. Based on this data, where do you think we should position your home? The market is suggesting a position sale between $________ and $________. If this is the correct number, your home should be sold in ______ (range) of days. If your home is not sold in _____ (range) of days, I will update the market analysis and see if we need to discuss repositioning the price. Are you comfortable with this strategy? It’s been proven to help sellers get the maximum price, no matter what the market is doing. Let’s go ahead and list your home at the “impact” price of $__________. By doing so, you are making a wise business decision. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

MARKET POSITION

Knowing specific, measurable results from your business gives you the added proof you need to demonstrate why they should list with you.

Get down to business: Know your market conditions.

I want 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. There is an abundance of housing inventory and low energy or buyer demand in a buyers' market. Buyers have their pick of the list, knowing more is coming on, and there is no sense of urgency. To get top dollar in this type of market, sellers need to create energy and speed by making their home look good compared to the competition and aggressive pricing. This is what we are currently seeing in our market today. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

MARKET POSITION

Here are some ideas on how to structure your marketing position conversation. This script can be flexed for an aggressive or inflated market based on the information you provide. You may wish to use this more assertive script when working with sellers who urgently want to move but do not understand the importance of proper position in your market.

Negotiate: market positioning in an aggressive market.

First of all, I am sure you are aware of the fact that you and I do not determine what your home will sell for. The market decides, depending on what a buyer is willing to pay. There are currently _____ homes for sale in your area. Each month approximately _____ homes in your area sell. That means if no other homes come on the market, we have a ____ month supply of inventory. Plus, ____ additional listings come on the market each month in your area. If I were to print a one-line printout from MLS/listing system with all the homes for sale, the list would be _____ feet long! Currently only ____ percent of listings are going under contract. Most homes are priced 10 percent or more above market value, one-third are between 5 percent and 10 percent above market value, and the rest are between market value and 5 percent above. Which homes do you think all buyers want to see first? Of course, they want to see the best priced homes. They all do! If you were a buyer, which homes would you want to focus on? Of course, you would. Only ______ percent of the inventory is sold each month. The ones that are moving are the ones that are priced properly. With _______ homes on the market, we want to be one of the _______ homes that sell! Because of this, the market is recommending that we list your home tonight at a price between $________ and $________. Based upon this information, what price are you comfortable positioning your home for sale? Let’s go ahead with the paperwork and take advantage of the fact that most of your current competition is overpriced! Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

MARKET POSITION

Objections happen. And they are a good thing! Complaints mean that the seller is fully engaged, and they offer you an opportunity to show value and build the relationship.

Objection handling: can’t we at least try at the higher price?

Can't we drop the price later if we don’t get an offer? 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 the asking price increases as well. Now that you know that, I am confident you will want to price it correctly to maximize our impact on the market. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

MARKET POSITION

Objections happen. And they are a good thing! Complaints mean that the seller is fully engaged, and they offer you an opportunity to show value and build the relationship.

Objection handling: I want to list it for more.

You want a higher price; I understand that, and most sellers feel like you do. And then, just like now, when they see what homes are selling for in this market, they realize that they have to price correctly if they want it sold. I know it’s hard to find out it’s worth less than you hoped because you want it sold and want to move. And I know you will see that we need to price it at a point where it will sell in this market. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Listings

The prevalence of contingent offers varies by location and price point. It’s common for move-up buyers to place contingent offers and for sellers to accept them in some areas. In others, it is not.

Negotiate: navigate contingencies.

The fact that we have an offer on the property is a great beginning! Let’s discuss some of the factors that will need to play out (address local practices: title search, financial contingencies, etc.) Until all contingencies have been cleared, the home will appear on the market with a disclosure that the contract is pending. Do you still want to continue to show your home and take back-up offers? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Listings

The home most vulnerable to appraisals is one that received an offer over list price. You’ll have to help the appraiser understand why the house is, in fact, worth the increased cost.
  • Meet the appraiser at home with the CMA and a list of comps.
  • Provide a detailed list of updates and changes to the home.
  • Include any information that’s not on the MLS/listing system about recent sales (e.g., a deal was distressed, the property was in significantly worse condition than the photos show)
  • Negotiate: prep the seller for the appraisal.

    Some of the recent sales prices in this neighborhood are not a reflection of market value. The property at 123 Maple Avenue was in a pre-foreclosure phase and had fallen into disrepair. Similarly, the property at 345 Lake Street has been a rental for ten years. Here are three comps of sales that are of a similar size and condition as this one. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Listings

Appraisals lower than the agreed-upon contract price are a reality in real estate. If the appraisal comes in at less than the contracted sales price:
  • The sellers may be open to negotiation options that include a reduced sales price.
  • The buyers might need to cover the difference between the loan amount and the appraisal amount to keep the loan value ratio within acceptable limits.
  • Negotiate: solutions to low appraisals.

    The selling price and actual market value of a home do not always align. On the one hand, of course, we know that the value of a home is whatever a buyer is willing to pay for it, but we need to keep in mind that the buyers’ lender has a considerable amount of skin in the game. Until the mortgage is paid off, the lender actually “owns” a portion of the home and cannot approve a mortgage for more than the appraiser says it’s worth. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

MARKET POSITION

Objections happen. And they are a good thing! Complaints mean that the seller is fully engaged, and they offer you an opportunity to show value and build the relationship.

Objection handling: I would sign with you today, but agent X will list it for Y commission.

Wow! That takes some nerve. How can you improve your comfort with objection handling? Here’s a script for that; remember to make it yours first. Mr. and Mrs. Seller, thank you for bringing that up. Let me ask you a question: Is it more important to you to pay the least money in commission or net the most amount of money from your home sale? (Wait for them to say net the most). Great. My List-to-Sale ratio is X, while the average agent List-to-Sale ratio is Y. Did agent X talk about their List-to-Sale ratio? (Most likely, they will say no.) Why do you think that is? (Because it’s lower, or they don’t know their numbers.) I pride myself on my List-to-Sale ratio. My experience and expertise give me an edge, which provides you with an advantage. Let’s do some quick math if you don’t mind. (Have the seller net sheet calculations handy and do the math.) If I sell your home for 97 percent of the list price, even with my commission, you are going to net X. If agent X sells your home at 94 percent of the list price with commission Y, you will net Z.
or
Thanks for bringing that up! If agent Y won’t even negotiate for their commission, how do you expect them to deal for the value of your home? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Objection Handling

Buyers may object to signing the Buyer Representation Agreement (where applicable) when they do not understand the value and protections it offers. To overcome their objections, keep your focus on the benefits.

Handling Objections: I am not sure I want to get locked into an agreement.

Mr./Mrs. Buyer, if you are unsure about signing this agreement, it usually means I haven’t answered all of your questions, or there is something we haven’t touched on. Is there something more we should discuss? Mr./Mrs. Buyer, signing this agreement is our policy since I can’t be one hundred percent committed to you unless you are one hundred percent committed to me representing your best interests. I understand your hesitation. If it comes to a point where you don’t want to work with me, I won’t have a problem ending our agreement. We’re just dating, not married! I only ask that you let me know as soon as you feel this way. How does that sound? If you give me the right to represent you, I can work to get the best deal, and that’s what you want. The best deal? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Objection Handling

Buyers may object to signing the Buyer Representation Agreement (where applicable) when they do not understand the value and protections it offers. To overcome their objections, keep your focus on the benefits.

Handling Objections: I want to work with several agents to get the best deal.

I completely understand. I represent my buyers exclusively to provide the service, time, and attention it takes to find and close on the home of their dreams. And I can show you any home on the market, no matter who has the listing. Doesn’t it make more sense to work with a professional committed to giving you the time and attention you need? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

CIRCLE PROSPECTING

An open house is a perfect opportunity to Circle Prospect within the neighborhood of that listing. Circle Prospecting is one of the most productive prospecting methods and has additional benefits—it will get your name out in the community. Ask them for their business too!

Get down to business: your Open House is the perfect opportunity to network with the neighborhood.

Hi, my name is (your name). I’m a real estate agent affiliated with (brokerage name). I have some good news to share about the neighborhood. (Choose the best information) Homes in this neighborhood are selling for 8 percent more than at this time last year.
A home just sold in only (number of days).
A home just sold for (dollars above listing price)
A home just sold with multiple offers, and now we have (number) buyers who still want to buy a home in this neighborhood.
Do you know anyone in this area thinking about moving? I want to share how I help sellers get the most amount of money for their property in this market. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Open Houses

Neighbors may be curious about seeing the inside of the home, or they may be sizing up the property—and you—because they are thinking of moving. At the very least, they may have family or friends who are interested in the neighborhood and could give you a referral. Remember, everyone you meet may be a prospective client.

Get down to business: “nosey” neighbors can be your next client or referral.

How long have you lived in the neighborhood? Let me know what you like most about this neighborhood. Just think you could have family members or friends living close by if you know anyone who wants to live in a great neighborhood like this one. Are you thinking of moving? Most people like to know about 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 discount your home has. When would you like me to stop by Wednesday at 3 p.m. or Thursday at 4 p.m.? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Open Houses

There are 2-3 more coming in the next few months when there's one listing in an area. Leverage the Open House to try and find them!

Get down to business: Generating interest with the neighbors.

It has been such a pleasure working with you, and I am so excited about how much you will love your new home. Don’t worry—I’ll still be here to offer any help, and I’ll check in to make sure the process continues as planned. As we finish this transaction, who can you think of right now who is thinking about buying or selling a home in your neighborhood? You have my guarantee that they will receive the same five-star attention and service that you did! Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Open Houses

You have a captive audience with the buyer looking at your open house. Strike while the iron is hot. If the prospective buyers are not interested in that property, use your knowledge of the local market homes for sale to talk about other stuff—and set an appointment on the spot!

Get down to business: maybe another house, if not this house.

I know of a few additional homes (coming to market/on the market) that would meet your criteria. Would you like to see one of them? When is the best time for you to see one of them? I’m free as soon as I am done here—at 4:00 p.m. If not, let’s get together on (day) at (time). What’s the best phone number and email for you? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Calling a referral

Creating a system to get appointments from referrals starts with making a connection.

Get down to business: calling a referral.

Hi, my name is (your name). I’m a real estate agent with (brokerage name.) (Insert the name of the person that gave you a referral) asked me to speak with you about your upcoming real estate needs. (Name of the person who gave you a referral) told me you are looking to sell/buy/rent/invest—can you tell me a little more about that? How can I help you? (Make an appointment to meet) Great, I’d love to help you with that. I can see you today at ___ or tomorrow at ___. Which is better for you? (If they do not have an immediate need) Do you know anyone who is interested in selling or buying real estate? (If YES) Great! Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc.? Great. Can I use your name? It would be a privilege to take care of anyone who is a friend or acquaintance of yours. I’ll let you know if they decide to use me as an agent. If anyone else comes to mind, please let me know! Thanks! (If NO) Thank you for taking a moment to think about that. I want to repay the favor. You know, I share updates with our friends, family, and past clients to keep them informed on the market. I would be happy to do the same for you. Can I verify your email address? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Grow Your Vendor Network

Building a preferred vendor list of trusted professionals will not only improve your service to your clients; it will generate increased real estate referrals as you and your vendors send business to each other’s way.

Get down to business: cold calling vendors and service providers.

Hi, (business owner). I’m (your name) with (brokerage name), and I’m creating a list of preferred business and service providers to give to my clients and include in my real estate marketing. Since my clients often ask me to refer a good (professional) and do such great work in our community, I was calling to see if you accept new clients and if it would be okay to include you on my preferred vendor's list? Excellent! Do you have any clients interested in buying or selling a home or investing in real estate? (If YES) Great! What’s their contact information? Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc.? Great. (If NO) OK, I appreciate you giving it some thought! And if you think of anyone, maybe people who are changing jobs/graduating/getting married, etc., please let me know! I look forward to chatting soon. In the meantime, let’s connect. (Share the online platforms where they can find you.) Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Open Houses

Neighbors may be curious about seeing the inside of the home, or they may be sizing up the property—and you—because they are thinking of moving. At the very least, they may have family or friends who are interested in the neighborhood and could give you a referral. Remember, everyone you meet may be a prospective client.

Get down to business: “nosey” neighbors can be your next client or referral.

How long have you lived in the neighborhood? Please 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 wants to live in a great neighborhood like this one. Are you thinking of moving? Most people like to know about 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 deal your home has. When would you like me to stop by Wednesday at 3 p.m. or Thursday at 4 p.m.? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Referral

One of the best ways to ask for a referral is to leverage the Law of Reciprocity, which describes the sense of obligation people feel to return a favor or gift. At the closing table, don’t leave without taking the opportunity to ask for a referral.

Get down to business: let me help them find their dream home too.

Like most small business owners, my business is based on the word-of-mouth of my clients and thank you for letting me help you find your dream home. I’m betting friends, family, and coworkers have already share with you that they are considering buying or selling, too. Could you share the contact information of at least one person you know who is considering selling or buying right now?” Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

REFERRAL

With the Buyer Agreement signed, it’s time to establish next steps. The last of which should be taking the opportunity to ask for a referral.

Get down to business: thanks for letting me help you find your home, do you know anyone else who’s looking?

My business is based on the word-of-mouth of my clients and as you talk about the sale of your home, I’m betting friends, family, and coworkers will share with you that they are considering buying or selling, too. When I do a good job helping you find your new home, navigating the process, and following through on the things I’ve said I would do, could I ask that at some point before we leave the closing table, you will share with me the information of at least one person you know who is considering selling or buying? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

REFERRAL

One of the best ways to ask for a referral is to leverage the Law of Reciprocity, which describes the sense of obligation people feel to return.

Get down to business: before the close.

Hi, (name). This is (your name). I’m reaching out to share with you that I am in real estate and have joined (company name), a great firm in (location). I work with some of the top experts in the business and have access to a ton of helpful resources. (Don’t forget about your potential for outgoing referrals. You can help anyone in your Sphere no matter where they live by providing a referral to a great local agent. Use this great script.) One of the reasons I joined ________ is that we are part of a national and international network that allows me to help people I care about connect with a great agent. Regardless of where you are moving to or from, I have great connections who can help. Do you currently have any real estate needs? Are you interested in learning about market activity in your area? (Have needs) Great. I can help you with that. I’ll get back to you. (No needs) OK. I look forward to keeping you updated on your local market. Please reach out anytime. Do you know anyone who might be looking to move or invest in real estate? (If YES) Great! What’s their contact info? Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc. Great. Can I use your name? It would be a privilege to take care of anyone who is a friend or acquaintance of yours. I’ll let you know if they decide to use me as an agent. If anyone else comes to mind, please let me know! Thanks! (If NO) OK, I appreciate you giving it some thought! And if you think of anyone, people who are changing jobs/graduating/getting married, etc., please let me know! I look forward to chatting soon. In the meantime, let’s connect. (Share the online platforms where they can find you). Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

REFERRAL

One of the best ways to ask for a referral is to leverage the Law of Reciprocity, which describes the sense of obligation people feel about returning a favor or gift. Please help them to help you!

Get down to business: check-in and check for referrals.

Hi, (name). This is (your name). Are you ready for your weekly update? (share) Now that you have listed, you're going to find that many of your conversations are about real estate. It's like when you buy a new car, and suddenly you see that car everywhere! When you talk to people who are thinking of moving, could you refer those people to me? I would love to help your friends and family, and I'll keep you updated on anything that happens. When you hear of someone, I'll reach out if you could forward me their number.
or
Question for you, has anyone started asking you about your home? For example, why are you selling, or how you picked your agent? I have found that when people start quizzing someone who is selling their home, it is because they are thinking about selling theirs. You become the expert for anyone thinking about selling! When you get those questions, could you refer them to me? I'm excited to sell your listing, and I want to provide the same service to your friends and family as well. When you hear of someone, I'll reach out if you could forward me their number. (If yes) Great! Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc.? Great. Can I use your name? I promise I’ll let you know if they decide to use me as an agent, and I will take great care of anyone who is a friend of yours. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

REFERRAL

One of the best ways to ask for a referral is to leverage the Law of Reciprocity, which describes the sense of obligation people feel about returning a favor or gift. Please help them to help you!

Get down to business: you sold their home, who’s next?

It has been such a pleasure working with you, and I am so excited about how much you will love your new home. Don’t worry—I’ll still be here to offer any help, and I’ll check in to make sure the process continues as planned. As we finish this transaction, who can you think of right now who is thinking about buying or selling a home? You have my guarantee that they will receive the same five-star attention and service that you did! Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Sphere of Influence

The most successful people understand the power of networking with people we know, or with people, we don’t yet know but whom we believe we can help. Sometimes we network over the phone, and however, it is about so much more than making calls. Other powerful networking strategies to continually add names to your database include connecting with: fellow real estate professionals your trusted service providers members of your community at local events and, of course. purposeful networking in your Farm and at Open Houses to share how you can provide value

Get down to business: calling friends and family.

Hi, (name). This is (your name). I’m reaching out to share with you that I am in real estate and have joined (company name), a great firm in (location). I am affiliated with experts in the business and have access to helpful resources. (Don’t forget about your potential for outgoing referrals. You can help anyone in your Sphere no matter where they live by providing a referral to a great local agent. Use this fantastic script.) One of the reasons I joined ________ is that we are part of a national and international network that allows me to help people I care about connecting with a great agent. Regardless of where you are moving to or from, I have great connections who can help. Do you currently have any real estate needs? Are you interested in learning about market activity in your area? (Have needs) Great. I can help you with that. I’ll get back to you. (No needs) OK. I look forward to keeping you updated on your local market. Please reach out anytime. Do you know anyone who might be looking to move or invest in real estate? (If YES) Great! What’s their contact info? Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc. Great. Can I use your name? It would be a privilege to take care of anyone who is a friend or acquaintance of yours. I’ll let you know if they decide to use me as an agent. If anyone else comes to mind, please let me know! Thanks! (If NO) OK, I appreciate you giving it some thought! And if you think of anyone, people who are changing jobs/graduating/getting married, etc., please let me know! I look forward to chatting soon. In the meantime, let’s connect. (Share the online platforms where they can find you). Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Vendor Network

Building a preferred vendor list of trusted professionals will not only improve your service to your clients; it will generate increased real estate referrals as you and your vendors send business to each other’s way.

Get down to business: calling vendors to build relationships.

Hi, (name). This is (your name). I’m reaching out to share with you that I am in real estate and have joined (company name), a great firm in (location). I am affiliated with experts in the business and have access to helpful resources. You do such great work in our community; I called to see if you accept new clients and if it would be okay if I include you on my preferred vendor's list? Great! Thanks! Do you have any clients interested in buying or selling a home or perhaps investing in real estate? (If YES) Great! What’s their contact information? Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc.? Great. Can I use your name? I promise I’ll let you know if they decide to use me as an agent, and I will take great care of anyone who is a client of yours. (If NO) OK, I appreciate you giving it some thought! And if you think of anyone, maybe people who are changing jobs/graduating/getting married, etc., please let me know! I look forward to chatting soon. In the meantime, let’s connect. (Share the online platforms where they can find you.) Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Close the Deal

A true professional is prepared to close for the listing at any time. Knowing your Listing Presentation flow allows you to move directly to securing the listing from any point of your presentation if the seller expresses a desire to act immediately. You can build momentum toward this commitment by starting with open-ended questions, listening to the seller’s response, and then gradually moving to problems that repeatedly result in a “yes” to confirm the seller’s decision. 

Get down to business: close on the listing agreement.

Mr. and Mrs. Seller, it sounds like we agree on the price and that I have answered all your questions. Is there anything we need to do before we get started? Are you ready to choose me to represent you in the sale of your home? (Always have a listing agreement and pen ready to go when you arrive at this point. Express your enthusiasm to be working on their behalf to sell their home.) I’m so excited to work with you and … (re-state their motivation) get you to your new job/in the new home in time for school/get you the money you want from the sale. (Confirm that they have made a great decision in trusting you to represent them.) Based on everything we have discussed, I think we will make a great team! Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Objection Handling

Buyers may object to signing the Buyer Representation Agreement (where applicable) when they do not understand the value and protections it offers. To overcome their objections, keep your focus on the benefits.

Handling Objections: I am not sure I want to get locked into an agreement.

Mr./Mrs. Buyer, if you are unsure about signing this agreement, it usually means I haven’t answered all of your questions, or there is something we haven’t touched on. Is there something more we should discuss? Mr./Mrs. Buyer, signing this agreement is our policy since I can’t be one hundred percent committed to you unless you are one hundred percent committed to me representing your best interests. I understand your hesitation. If it comes to a point where you don’t want to work with me, I won’t have a problem ending our agreement. We’re just dating, not married! I only ask that you let me know as soon as you feel this way. How does that sound? If you give me the right to represent you, I can work to get the best deal, and that’s what you want. The best deal? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Objection Handling

Buyers may object to signing the Buyer Representation Agreement (where applicable) when they do not understand the value and protections it offers. To overcome their objections, keep your focus on the benefits.

Handling Objections: I want to work with several agents to get the best deal.

I completely understand. I represent my buyers exclusively to provide the service, time, and attention it takes to find and close on the home of their dreams. And I can show you any home on the market, no matter who has the listing. Doesn’t it make more sense to work with a professional committed to giving you the time and attention you need? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

REFERRALS

One of the best ways to ask for a referral is to leverage the Law of Reciprocity, which describes the sense of obligation people feel about returning.

Get down to business: before the close.

Hi, (name). This is (your name). I’m reaching out to share with you that I am in real estate and have joined (company name), a great firm in (location). I work with some of the top experts in the business and have access to a ton of helpful resources. (Don’t forget about your potential for outgoing referrals. You can help anyone in your Sphere no matter where they live by providing a referral to a great local agent. Use this great script.) One of the reasons I joined ________ is that we are part of a national and international network that allows me to help people I care about connect with a great agent. Regardless of where you are moving to or from, I have great connections who can help. Do you currently have any real estate needs? Are you interested in learning about market activity in your area? (Have needs) Great. I can help you with that. I’ll get back to you. (No needs) OK. I look forward to keeping you updated on your local market. Please reach out anytime. Do you know anyone who might be looking to move or invest in real estate? (If YES) Great! What’s their contact info? Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc. Great. Can I use your name? It would be a privilege to take care of anyone who is a friend or acquaintance of yours. I’ll let you know if they decide to use me as an agent. If anyone else comes to mind, please let me know! Thanks! (If NO) OK, I appreciate you giving it some thought! And if you think of anyone, people who are changing jobs/graduating/getting married, etc., please let me know! I look forward to chatting soon. In the meantime, let’s connect. (Share the online platforms where they can find you). Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

REFERRALS

One of the best ways to ask for a referral is to leverage the Law of Reciprocity, which describes the sense of obligation people feel about returning a favor or gift. Please help them to help you!

Get down to business: check-in and check for referrals.

Hi, (name). This is (your name). Are you ready for your weekly update? (share) Now that you have listed, you’re going to find that many of your conversations are about real estate. It’s like when you buy a new car, and suddenly you see that car everywhere! When you talk to people who are thinking of moving, could you refer those people to me? I would love to help your friends and family, and I’ll keep you updated on anything that happens. When you do hear of someone, if you could forward me their number, I’ll reach out.
or
Question for you, has anyone started asking you about your home? For example, why are you selling, or how you picked your agent? I have found that when people start quizzing someone who is selling their home, it is because they are thinking about selling theirs. You become the expert for anyone thinking about selling! When you get those questions, could you refer them to me? I’m excited to sell your listing, and I want to provide the same service to your friends and family as well. When you hear of someone, I'll reach out if you could forward me their number. (If yes) Great! Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc.? Great. Can I use your name? I promise I’ll let you know if they decide to use me as an agent, and I will take great care of anyone who is a friend of yours. Comply with the National Do Not Call Registry rules, and your broker’s Do Not Contact list and policies. Follow the Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Client for Life

Texting is a valid method of reaching your contacts. After all, fully 97 percent of smartphone owners use text messaging (Pew Research, 2015), and sending and receiving text messages is the most prevalent form of electronic communication for Americans under the age of 50, according to a 2014 Gallup Poll. 

Get down to business: texting a past client.

Hi. This is (your name and name of brokerage). We haven’t spoken in a while, and I wanted to check in and see if I could be of service to you for any real estate needs or if you would be interested in a market activity update for your area. If they respond, “No, thanks!” So nice to connect with you. Please do let me know if you or anyone you know has any real estate needs or questions about the current market, I’d be happy to help! If they respond, “I’d like to talk to you about ________.” That’s great! So nice to hear from you. I can certainly help with ________.” Any sales calls or communications to consumers must follow the requirements of the Telephone Consumer Protections Act (“TCPA”), state, and local telemarketing laws, including but not limited to requirements that messages or calls may not be sent using an automatic telephone dialing system or an artificial or prerecorded voice, unless you have express written consent from the consumer. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Sphere of Influence

The most successful people understand the power of networking with people we know, or with people, we don’t yet know but whom we believe we can help. Sometimes we network over the phone, and however, it is about so much more than making calls. Other powerful networking strategies to continually add names to your database include connecting with: fellow real estate professionals your trusted service providers members of your community at local events and, of course. purposeful networking in your Farm and at Open Houses to share how you can provide value

Get down to business: calling friends and family.

Hi, (name). This is (your name). I’m reaching out to share with you that I am in real estate and have joined (company name), a great firm in (location). I am affiliated with experts in the business and have access to helpful resources. (Don’t forget about your potential for outgoing referrals. You can help anyone in your Sphere no matter where they live by providing a referral to a great local agent. Use this fantastic script.) One of the reasons I joined ________ is that we are part of a national and international network that allows me to help people I care about connecting with a great agent. Regardless of where you are moving to or from, I have great connections who can help. Do you currently have any real estate needs? Are you interested in learning about market activity in your area? (Have needs) Great. I can help you with that. I’ll get back to you. (No needs) OK. I look forward to keeping you updated on your local market. Please reach out anytime. Do you know anyone who might be looking to move or invest in real estate? (If YES) Great! What’s their contact info? Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc. Great. Can I use your name? It would be a privilege to take care of anyone who is a friend or acquaintance of yours. I’ll let you know if they decide to use me as an agent. If anyone else comes to mind, please let me know! Thanks! (If NO) OK, I appreciate you giving it some thought! And if you think of anyone, people who are changing jobs/graduating/getting married, etc., please let me know! I look forward to chatting soon. In the meantime, let’s connect. (Share the online platforms where they can find you). Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Sphere of Influence

As statistics from the NAR 2018 Profile of Buyers and Sellers tell us, 75 percent of sellers and 68 percent of buyers only contact or interview ONE agent before deciding on the agent to work with. Thanks to the magic question, you have a sense of their urgency—be that one agent they speak with to increase your odds of getting the transaction significantly.

Get down to business: qualify the lead, ask for the appointment.

When are you looking to be in your new home? I’m ready to go to work for you and get you what you want! I want to set up some time to layout your goals and create strategies to get you what you want. We’ll only need about 45 minutes. (offer two options to meet) I’m free this afternoon or tomorrow morning, which one works better for you? Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Sphere of Influence

Texting is a valid method of reaching your contacts. After all, fully 97 percent of smartphone owners use text messaging (Pew Research, 2015), and sending and receiving text messages is the most prevalent form of electronic communication for Americans under the age of 50, according to a 2014 Gallup Poll.

Get down to business: text "I’m new to real estate"

Hi. This is (name, if necessary). I wanted to send some exciting news. I am thrilled to be working in real estate now! There is so much going on in the market and would love to share. Give me a call when you get a chance. Any sales calls or communications to consumers must follow the requirements of the Telephone Consumer Protections Act (“TCPA”), state, and local telemarketing laws, including but not limited to requirements that messages or calls may not be sent using an automatic telephone dialing system or an artificial or prerecorded voice, unless you have express written consent from the consumer. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Sphere of Influence

Texting is a valid method of reaching your contacts—after all, fully 97 percent of smartphone owners use text messaging (Pew Research, 2015), and sending and receiving text messages is the most prevalent form of electronic communication for Americans under the age of 50, according to a 2014 Gallup Poll.

Get down to business: text "I’m new to real estate"

Hi. This is (name, if necessary). I wanted to send some exciting news. I am thrilled to be working in real estate now! There is so much going on in the market and would love to share. Give me a call when you get a chance. Any sales calls or communications to consumers must follow the requirements of the Telephone Consumer Protections Act (“TCPA”), state, and local telemarketing laws, including but not limited to requirements that messages or calls may not be sent using an automatic telephone dialing system or an artificial or prerecorded voice, unless you have express written consent from the consumer. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Sphere of Influence

The most successful people understand the power of networking with people we know, or with people, we don’t yet know but whom we believe we can help. Sometimes we network over the phone, and however, it is about so much more than making calls. Other powerful networking strategies to continually add names to your database include connecting with:
fellow real estate professionals your trusted service providers members of your community at local events… and, of course...
purposeful networking in your Farm and at Open Houses to share how you can provide value

Get down to business: texting your sphere.

Hi. This is (name, if necessary). I wanted to reach out and let you know that if you or anyone you know has any real estate needs, I’d be happy to help! Any sales calls or communications to consumers must follow the requirements of the Telephone Consumer Protections Act (“TCPA”), state, and local telemarketing laws, including but not limited to requirements that messages or calls may not be sent using an automatic telephone dialing system or an artificial or prerecorded voice, unless you have express written consent from the consumer. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Client for Life

Texting is a valid method of reaching your contacts. After all, fully 97 percent of smartphone owners use text messaging (Pew Research, 2015), and sending and receiving text messages is the most prevalent form of electronic communication for Americans under the age of 50, according to a 2014 Gallup Poll.

Get down to business: texting a past client.

Hi. This is (your name and name of brokerage). We haven’t spoken in a while, and I wanted to check in and see if I could be of service to you for any real estate needs or if you would be interested in a market activity update for your area. If they respond, “No, thanks!” So nice to connect with you. Please do let me know if you or anyone you know has any real estate needs or questions about the current market, I’d be happy to help! If they respond, “I’d like to talk to you about ________.” That’s great! So nice to hear from you. I can certainly help with ________.” Any sales calls or communications to consumers must follow the requirements of the Telephone Consumer Protections Act (“TCPA”), state, and local telemarketing laws, including but not limited to requirements that messages or calls may not be sent using an automatic telephone dialing system or an artificial or prerecorded voice, unless you have express written consent from the consumer. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Sphere of Influence

Texting is a valid method of reaching your contacts—after all, fully 97 percent of smartphone owners use text messaging (Pew Research, 2015), and sending and receiving text messages is the most prevalent form of electronic communication for Americans under the age of 50, according to a 2014 Gallup Poll.

Get down to business: text "I’m new to real estate"

Hi. This is (name, if necessary). I wanted to send some exciting news. I am thrilled to be working in real estate now! There is so much going on in the market and would love to share. Give me a call when you get a chance. Any sales calls or communications to consumers must follow the requirements of the Telephone Consumer Protections Act (“TCPA”), state, and local telemarketing laws, including but not limited to requirements that messages or calls may not be sent using an automatic telephone dialing system or an artificial or prerecorded voice, unless you have express written consent from the consumer. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Sphere of Influence

The most successful people understand the power of networking with people we know, or with people we don’t yet know but whom we believe we can help. Sometimes we network over the phone, and yet it is about so much more than making calls. Other powerful networking strategies to continually add names to your database include connecting with:
fellow real estate professionals your trusted service providers members of your community at local events… and, of course...
purposeful networking in your Farm and at Open Houses to share how you can provide value

Get down to business: texting your sphere.

Hi. This is (name, if necessary). I wanted to reach out and let you know that if you or anyone you know has any real estate needs, I’d be happy to help! Any sales calls or communications to consumers must follow the requirements of the Telephone Consumer Protections Act (“TCPA”), state, and local telemarketing laws, including but not limited to requirements that messages or calls may not be sent using an automatic telephone dialing system or an artificial or prerecorded voice, unless you have express written consent from the consumer. Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Grow Your Vendor Network

Building a preferred vendor list of trusted professionals will not only improve your service to your clients; it will generate increased real estate referrals as you and your vendors send business to each other’s way.

Get down to business: cold calling vendors and service providers.

Hi, (business owner). I’m (your name) with (brokerage name), and I’m creating a list of preferred business and service providers to give to my clients and include in my real estate marketing. Since my clients often ask me to refer a good (professional) and do such great work in our community, I was calling to see if you accept new clients and if it would be OK to include you on my preferred vendor's list? Excellent! Do you have any clients interested in buying or selling a home or investing in real estate? (If YES) Great! What’s their contact information? Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc.? Great. (If NO) OK, I appreciate you giving it some thought! And if you think of anyone, maybe people who are changing jobs/graduating/getting married, etc., please let me know! I look forward to chatting soon. In the meantime, let’s connect. (Share the online platforms where they can find you.) Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.

Vendor Network

Building a preferred vendor list of trusted professionals will not only improve your service to your clients; it will generate increased real estate referrals as you and your vendors send business to each other’s way.

Get down to business: calling vendors to build relationships.

Hi, (name). This is (your name). I’m reaching out to share with you that I am in real estate and have joined (company name), a great firm in (location). I am affiliated with experts in the business and have access to helpful resources. You do such great work in our community; I called to see if you accept new clients and if it would be OK if I include you on my preferred vendor's list? Great! Thanks! Do you have any clients interested in buying or selling a home or perhaps investing in real estate? (If YES) Great! What’s their contact information? Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc.? Great. Can I use your name? I promise I’ll let you know if they decide to use me as an agent, and I will take great care of anyone who is a client of yours. (If NO) OK, I appreciate you giving it some thought! And if you think of anyone, maybe people who are changing jobs/graduating/getting married, etc., please let me know! I look forward to chatting soon. In the meantime, let’s connect. (Share the online platforms where they can find you.) Comply with the National Do Not Call Registry rules and your broker’s Do Not Contact list and policies. Follow Telephone Consumer Protection Act, state, and local laws on telemarketing, auto-dialers, and prerecorded messages. Review your local MLS rules and regulations regarding the proper use of listing data.