Winning Listing Presentations with Cindy Stockhaus
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Transcript of Winning Listing Presentations with Cindy Stockhaus
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Winning Listing PresentationsPart 2: From zero to 60 real estate transactions in 18 months
Host: Shannon ShimabukuroSenior Trainer
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How to win a listing presentation• Meet Cindy Stockhaus• Before the appointment• The listing presentation• Handling Objections• Questions
What Will You Learn Today?
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• Agent since 1999• Current listings: 17 (last year: 1)• Company: Jarvis Realty Group• Market Leader History
– Subscriber 2004-2009; 2012+– Largest transaction: 1.4
Million from HouseValues.– In last 18 months: Closed 60
transactions
Meet Our Featured Expert: Cindy Stockhaus!
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BEFORE THE APPOINTMENT
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(As discussed in Part 1)1. A customized Seller’s Market Report 2. Several emails asking questions about the property3. Emails and postcards from Market Leader campaigns4. Hand-delivered seller’s market report
What they have received already:
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Setting the appointment • Call and ask for it• Introduce yourself• Listen and let them do the talking• Ask questions:
– Where do you live? – How long have you lived here?– Where did you move from?– When are you planning on moving?
• Close into an appointment• Confirm contact info
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Checklist of what to bring
Listing Contract
CMA
Seller file
How many buyer leads on website
Example Buyer folder
Local guide
Staging/ Selling Shape
Referral page
Planner
Pens
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THE LISTING PRESENTATION
• Ability to create a personal connection• Service• Materials to help you standout
What you need to get them to list with you:
The art of creating a personal connection
93% of our communication is NON-verbal
-Dr. Ray Birdwhistle, University of Pennsylvania
The art of creating a personal connection1. Mirror & Match
The art of creating a personal connection1. Mirror & Match2. Listen
1. Hear what they are saying and respond accordingly, rather than thinking about what you’re going to say next.
The art of creating a personal connection1. Mirror & Match2. Listen 3. Build commonality
1. As you walk through the home, try to create a common bond by finding shared interests based on style, pictures, passions (Sports, travel, kids, shoes etc).
The art of creating a personal connection1. Mirror & Match2. Listen 3. Build commonality4. Be Honest/Genuine
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• Ask to see the house
The Opening
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Questionnaire
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• CMA– “Here’s what we (and our office) have done in this area.”– Overview of active, pending and solds
Materials to help you stand out
“Before we put this on the MLS, I’m going to take you to show you your competition so you know what buyers are seeing. What day this week would work for you?”
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• Website exposure• Listing exposure• How they will get in front of buyers
Use Market Leader!
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Seller Guides
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Buyer Book
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• Flyer• MLS Listing Sheet• Tax Report• What I love most about my home• Seller Disclosure• Utility Disclosure• Favorite Restaurant Menu’s• Parks Guide
Buyer Book: What’s in it?
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Buyer Book: Flyer
Buyer Book: “What we love most about our home…”
Tip: Cindy used Picasa to create the image and Market Leader’s blank flyer design
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HANDLING OBJECTIONS
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Objections “I don’t want to pay you full commission. Agent X said he’d only charge Y% (lower than what you’re asking)”
“Why should we list with you, over ABC office?”
What if I can’t find a place to move to?
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THE CLOSE
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The Close1. Get the agreement signed2. Make a second appointment
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• Personal connection• Questionnaire• Materials to help you standout
– Buyer Book with “what I love most about my home”– Listing Presentation Materials– Market Leader
• CMA – Includes a follow-up appointment to look at the competition
• A signed listing agreement
Recap: Cindy’s winning listing presentation includes
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Cindy’s Key Take-aways
• Listen to what your sellers are telling you!
• Be Prepared!
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Marketing Center 2.0!!!!• You’ll learn:
– Great enhancements to your Marketing Center– How to navigate and find your favorite pieces– Quick tips on creating campaigns, postcards and more!
Don’t miss next week’s Power Hour!
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Want More?• Fill out post-class survey to receive class
notes!• Visit Learn.MarketLeader.com:
– Power Hour Recordings & Handouts– Short Tutorials
• Customer Support: 1-877-450-0088
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Thank you for attending today’s Power Hour: Winning Listing Presentations
Part 2: From zero to 60 real estate transactions in 18 months
Host: Shannon Shimabukuro Featuring: Michael Stockhaus