Term
| I have a friend in the business. |
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Definition
I can appreciate that … and almost everyone does … so let me ask you … do you absolutely have to … sell this home … or … are you just looking to do your friend a favor?
-OR-
“I can appreciate that, almost everybody does, so when would you like to see how 85%
of the homes I list for sale sell and why only 40% of the homes listed with other agents
sell … tonight at 6:00 or tonight at 7:30?”
-OR-
“You owe your friend friendship. You owe me nothing. But you owe yourself the best.
Don’t you want the best agent working for you?” |
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Term
| We were thinking about (X) company or we’ve never heard of your company. |
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Definition
| I can understand your concern … and I think you realize a company doesn’t sell a home … it’s the individual agent’s activities … |
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Term
| What do you do to sell homes? |
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Definition
That’s a valid concern … and let me ask you … are you aware … that there are two kinds of real estate agents?
There are passive and active … I am an active agent … meaning … when you … sign the contract tonight … I will spend all of my time actively marketing your home … and … to the other active agents in town … isn’t that what you want?
You want someone … who will work actively … and aggressively … to get your home sold … right? Terrific! |
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Term
| “I have to keep my promise to the agent from which I originally bought the home.” |
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Definition
“That’s great, I can appreciate your loyalty and that is a quality that I respect in
people … so, I’m curious, let me ask you this …
“Has there ever been a time when you decided to buy something or do something and a
friend said, “Hey, no problem when you need help, I can do it” and in the end, because
you didn’t check around, you really didn’t get what you wanted … Have you ever been
there before?” (YES)
“Well, I think you might find that this time is just like that time, and with that in mind,
I’m sure you can see the importance of having me over to give you a second
opinion … that wouldn’t hurt anything, would it?” |
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Term
| “I’ll sell my home when the values go up!” |
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Definition
If a prospect has no reason to sell their house then that is a condition. You can’t
overcome conditions. |
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Term
| “I’ll sell my home when the values go up!” |
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Definition
If a prospect has no reason to sell their house then that is a condition. You can’t
overcome conditions. |
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Term
| “How much advertising will you do, because I want a lot of advertising?” |
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Definition
“I understand that advertising is a concern … Are you familiar with the difference
between passive and active marketing?” (No?)
“Passive marketing is basically sitting around with your fingers crossed waiting for a
buyer to shop up and buy your home …
“Passive marketing is holding open houses, sending out flyers and advertising in the
newspaper …
“You see, these methods are passive and you can’t predict if they will work or not. Yet,
agents that don’t want to work at getting your home sold will insist that they have sold
many homes this way … And do you know what?
“I agree, you can get a home sold that way … But, you can’t guarantee it. Do you
understand what I mean by passive, basically sitting around waiting to get your home sold?
“Active marketing on the other hand is much more aggressive and very predictable."
“I will be on the phone every single day and call 10, 25, 50 even 100 people asking
them if they would like to buy your home, if they know someone who would like to
buy your home or if they would like to sell their house …
“Do you know why I ask them if they would like me to sell their house?” (Why?)
“You see, the more signs I have out in the community, the more buyers that will call on
those signs. The more buyer calls I get, the more people I can show your house to …
“Now, which way, passive or active do you think gets more homes sold?
“Would you like me to spend all my time and effort doing what is proven to get your
home sold or would you like me to sit around with my fingers crossed hoping a buyer happens to call?” |
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Term
| “I want to find a house before I put mine on the market.” |
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Definition
“I agree, finding your new home is important and the unfortunate thing is … it may
take as long as three months for your home to sell. Then it will take another two
months to get all of the paper work done and, by that time, any home that you would
have found, would already be sold."
“Let’s get the listing agreement signed right now and get to work on getting your home
sold tonight, so you don’t have to wait any longer than is necessary to get moved into
your new home … sound good?” |
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Term
“We aren’t quite ready yet, we need to finish a couple of projects around the house
before we put it on the market.” |
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Definition
"I agree that making sure the house is up to par is important and you
probably didn’t realize how little effect it will have on getting your home sold …
“Let’s get your home listed for sale, get some of the top brokers in town to show the
house to prospective buyers and get their feedback …
“The good news is, you’ll find that maybe only one or two of your projects actually
need to get done … if any at all …”
“It sure would be nice to not have to spend a dime to get out of this place … wouldn’t
it?” (Yes)
“Great, which would be better for you, tonight at six or 7:30?” |
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Term
| “We want to try selling it ourselves.” |
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Definition
“I totally understand the thought of trying to get a home sold yourself … I mean,
let’s face it … saving that commission can mean some good money in your pocket …
right?” (Right!)
“So, I’m curious, are you familiar with the difference between passive and active marketing?” (No)
“Real quick … Passive marketing is basically sitting around doing nothing like, holding
open houses, sending out flyers or advertising in the newspaper …
“Were you thinking about doing any of these things?” (Yeah) “I was afraid of that!”
“These methods only work about 25% of the time! Yet, agents sell this concept as if
this was the answer to all your problems … right?” (Right)
“Which then makes you think well, what’s so hard about that … I could do that …
right?” (Right)
“The problem is … this doesn’t get a home sold anymore …
“Do you understand now what I mean by passive … sitting around with your fingers
crossed … waiting for the buyer?
“Active Marketing, on the other hand, is literally getting on the phone every single day
and personally contacting as many people as I can 25, 50, even 100 a day.
“The key is … asking them if they would like to buy your home, if they know someone
who would like to buy your home, or if they would like to sell their home.
“Do you know why I ask if they would like to sell their home? Because the more signs
I have the more buyer’s calls I get to show your home … does that make sense?
“Now … which way passive or active do you believe will get more homes sold?
“And you understand that I am doing active marketing on you as we speak, right?
“So, how many people do you think you could call a day to try and get your home
sold … and by the way have you ever done telephone soliciting before?” |
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Term
| “We’ll list after the holidays.” |
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Definition
“I think that’s perfectly valid and tell me, how many days during November and
December are you going to want all to yourself?” (About five) “Five, that’s great.”
“Now, did you know that exactly ____% of the homes listed for sale actually sell?”
(No)
“Did you know that right now there are ________ homes listed for sale?” (No)
“Did you know that the Board of Realtors showed that last year, more homes came on
the market in spring than any other time of the year?” (No) |
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Term
| “We’re already committed to another agent.” |
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Definition
“Great! So, you have already signed a listing agreement?” (Well, no)
“So, you are not committed, you are just promised … right?” (Right!)
“You know … I really don’t care if you list your house with me …
“If you’re thinking of interviewing more agents for the job of selling your home … it is
vitally important that you understand the different marketing approaches so you don’t
get burned the next time …
“You don’t want to get burned again … do you?”
“So let me ask you this … Do you know the difference between passive marketing and
active marketing?” (No) “You don’t!”
“Passive marketing is basically sitting around doing nothing like, holding open houses,
sending out flyers or advertising in the newspaper. Did your last agent use any of these
methods?” (Yeah) “I was afraid of that!”
“These methods have been ineffective! Yet, your last agent sold it to you as if this was
the answer to all your problems … right?
“Do you understand what I mean by passive … basically, sitting around with you’re
fingers crossed … waiting for the buyer?
“Active marketing, on the other hand, is literally getting on the phone every single day
and personally contacting as many people as I can 25, 50, even 100 a day.
“The key is … asking them if they would like to buy your home, if they know someone
who would like to buy your home, or if they would like to sell their house … ”
“Do you know why I ask if they would like to sell their home? Because the more signs
I have the more buyers’ calls I get to show your home … that makes sense … doesn’t
it?
“Now, which way passive or active do you believe will get more homes sold?
“And you understand that I am doing active marketing on you as we speak, right?” |
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Term
| “We want to wait for the market to come back before we try and sell it again.” |
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Definition
Can you get around the fact that they don’t want to sell? No!
But, and I mean BUT, you may want to keep digging and see if they have an underlying
motivation that we don’t know about that is forcing them to sell now!
The fact is … if you don’t know how to match peoples’ communication patterns, they
oftentimes won’t feel comfortable telling you the truth and so you need to dig more! |
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