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• Favorite Ideas
• Commitments
• Comments
www.facebook.com/CoachTom
Ferry
Our Goals
Lets Connect on @Twitter
Use #T3Boston and
@coachtomferry and Contribute
your Favorite Ideas, your
Commitments and Comments
about the T3 event.
Failing Causes “Fears”
1. Most agents today don’t know where their next deal is
coming from
2. They feel like they are working three times as hard for half
the pay
What takes
up my mind
space?
The Power Of Right FOCUS!
“How’s the
real estate
market?”
Dialogue
“How’s the market?” A: Just curious about the overall market
2. The over all market is _______ … are you curious about how
this has impacted the value of you home? Or perhaps an
investment idea?
“Yes.”
What’s your #?
(how many new conversations = a sale?)
2009 = 129
2010 = 80.2
2011 = 49.5
(27 for Elite)
Lead Generation
Attracting More Referrals
Strategies For Generating
More Repeat and Referral Business
1. Two direct mail pieces a month and One Great Email
A monthly market update Newsletter
Just Listed/Sold combination cards
2. Calling plan
Call your hot referral sources 12x’s a year
Call your entire data base 4 times a year
3. Birthdays!
Send a text messages! (short and quick)
Record you singing happy birthday and post on their Facebook page!
5. Promote On Craigslist
On Friday and Saturday, twice a day in the mornings
3. Budget
4. Momentum Marketing
Strategically . . .
1. What price point do you want to focus on?
You should have a minimum you wont go below
2. What geographic region or property type do you
want to specialize in?
Your farm? Your primary city or zip code? Only
condo’s? Water front?
20,000,000
unique visitors
monthly!
Why Most Real Estate
Websites FAIL to Convert!
It’s ALL about YOU!
It doesn’t have enough property photos
The path of the real estate online shopper is to look
at photos first, then look at details, then engage or take action.
– Spencer Rascoff, CEO Zillow.com
Attracting
More
Referrals
Eileen Rivera FB Page
Lets Connect on Twitter
Use #T3GTA and @coachtomferry
and Contribute your Favorite Ideas,
your Commitments and Comments
about the T3 event.
Lead Generation
Attracting
Buyers
Kim Drusch
Video
Lead Generation
Open
Houses
Lets Connect on Twitter
Use #T3Boston and
@coachtomferry and Contribute
your Favorite Ideas, your
Commitments and Comments
about the T3 event.
“Do I Perform Better,
More Consistently in
a Program… vs… On
My Own?”
To Strengthen Your Business
We Provide Two Levels of Coaching
Enhancing Your
Brand
Questions for Branding
1. Who are your customers?
2. What are their Problems/Needs?
3. What are my strengths/expertise?
4. What do you want people saying about
you and your business? (what do they?)
5. How would you define your brand today?
6. What city does it most represent? What
car or company does your brand most
resemble? Are you more Silly or
Sophisticated? Does your marketing
represent relevance, knowledge broker,
lifestyle?
A 2-hour Branding Exercise
What products and/or services do you offer?
Define the qualities of these services and/or
products.
What are the core values of your products and
services? What are the core values of your
company? (read – Start with Why?)
What is the mission of your company?
What does your company specializes in?
Who is your target market? Who do your
products and services attract?
What is the tagline of your company? What
message does your tagline send to your
prospects? (Two Names… Who you work
with..)
A 2-hour Branding Exercise
What color schemes best represent
you/your brand?
What’s your have a logo?
Hire an outside firm?… Or hire individual
consultants (ifreelance.com and other sites)
Make sure your brand is properly
represented thru out ALL of your
marketing efforts, emails, business cards,
letterhead, website, brochure, signs, social
media.
Welcome
Day 2
Three Roles in Your Business
1. Entrepreneur – Creates vision
Vision for my
Business?
Five Phases of
Growing Your Business
Phase One: Creation!
3. Breakdowns in Communication:
Five Phases of
Growing Your Business
Phase Three: Momentum!
Manager
Family/Peers
You Affiliates
Your Coach
Lead your Team More
Effectively…
1. Create Clear Goals (up and visual)
2. Find the WHY for your team
members
3. Create a weekly communication
session – How can I help you win?
4. Track and measure your #’s and
progress (know your business)
5. Constantly bring new ideas and
tools
Questions?
Lets Connect on Twitter
Use #T3Boston and
@coachtomferry and Contribute
your Favorite Ideas, your
Commitments and Comments
about the T3 event.
Questions?
Lead
Conversio
n
The Golden Rules of Lead Conversion
When talking to your leads
“Never accept a NO when a yes is still possible!”
6. When calling your leads, always get into peak state before you
call
Move Your Body to create energy!
Quick affirmation: “I schedule ONE hot appointment everyday!”
Power Focus Question: What am I committed to, right now?
The Golden Rules of Lead Conversion
7. The primary focus is to set an appointment
Ask for the appointment at least 3 times until you get one
Sales Power Dialogue: “If I could show you how I’m able to
help my clients get top dollar for their homes, regardless of
the market… would it be worth… just 15 minutes of your
time to meet?”
Schedule future appointments, rather than have another
follow up call. Your doctor, hair stylist and friends do!
8. Send your medium and hot leads a friend request on
Facebook
Send this message… “Hi name, it was great to meet you…
lets connect on Facebook! Talk soon, T (if they decline
you… do you really have a lead?)
9. Trust your gut!
Your prospects timing can change at any time (from cold to
not or hot to NOT!)
Always cut their time frame by a third to 2/3’s
If they say “call me in a month”, call in 2 weeks.
If they say “check in with me in 6 months” put them on
automatic drip with LeadStreet and plan to follow up in 2
months
The Golden Rules of Lead Conversion
The Problem: All the traffic “eye balls” are on social media
sites and your best conversion takes place on your web site.
AM I ON PAGE 1 OF GOOGLE?
Strategies to
Expand Your Online Presence
Have you secured (protected) your name
on the most trafficked sites?
Create video’s of homes you’ve just listed “coming soon” and email
to your database and post on SM sites to create a buzz
“I have a friend in the biz who will give me a discount on his commission. Will
you do the same?”
No… I would suggest working with your friend instead… (pause) …
(name), I’m curious… is your friend willing to do all the extra work
I’m willing to do? And do they have my contacts, resources and
skills?
“My listing agent is giving me a point back if I buy a home through him. Will
you do the same? If not, why should I use you?”
Simple… Your listing agent is busy working to get your home sold…
I’m going to put my aggressive marketing plan to work to find your
home… besides… my commission is paid by the seller… okay?
“What if I find something you didn’t show me, why does this contract bind me?”
Because I am your agent. Just like a listing I am representing you as a buyer. Buyers
do not always come from the listing agent. Often times a buyer’s agent will bring
the offer to the table. Emphasize the commitment aspect of the relationship.
“I haven’t had a chance to interview anyone else. I’d like to take some time and
see what other options I have.”
I welcome it. Take your time to make sure you are making the best possible decision
for you. Help them to understand the difference between you and a listing/buyer
agent. Help them to understand the game plan, representation, negotiating skills,
and time you can devote to them.
Today’s Outcomes
Focus on improving and enhancing your listing
presentation and you’ll learn:
I’m really excited about the opportunity to work with you. I take this process very
seriously and I’m committed to getting your property sold at the highest price
in the shortest time frame… I want to be 100% prepared before I come out… so
I have some additional questions for you… do you have a few minutes?
Lets confirm… when we sell your home… you’re moving to (City), correct?
Assuming you… choose me… to represent you… how soon can we begin marketing
your property?
Optional: I’ll be sending over my marketing proposal… will you take a few moments and review
it before I arrive?
So tell me… what are you looking for in the agent you choose to represent your home?
How will you know when you have the right agent?
Do you have any questions for me before I arrive or to prepare for our meeting?
Obviously… if you are as confident as I am that I can… sell your home… will you be ready to… list
with me… at the appointment?
(if yes) wonderful… please have a copy of a key and your mortgage information handy for me,
okay?
This sounds great… I have everything I need to prepare… I look forward to seeing you
(day/time)… have a great day.
Preparing for a Great Appointment
1. How well do you know the comp’s? Preview key competition to better prepare
3. Record a 60 second video promo in front of the home using the “coming soon”
strategy to get the edge over competition
4. The #1 reason a seller selects and agent is “reputation” and “experience” are
you prepared to illustrate this?
5. Show up early (15 to 20 minutes) Do a quick Visualization and see yourself taking
the listing.
2. Review the sellers answers to your pre qualifying questions to get present to
their needs before you walk in the door
3. Get into a peak state… people BUY your energy and enthusiasm
The Listing Dialogue - Introduction
If you were to buy this home…what are some of the features you
might change? (Amplify) Tell me more about that? (Let’s take
a look)
Ultimately, why I believe you should... choose me… as the agent to represent
you.
In order to make the move… do we need to sell this home… or is renting it out an
option?
(Names)…if the home….doesn’t sell in that time frame…. is there a plan “B”?
Explain?
Let’s start with how we’re going to do just that... Sound good
How to Present Your Marketing Plan
1. Strategically place your home online at MYSITE.com (show flyer with key benefits)
2. In addition your home will be on (have a page that shows all the sites)
3. Extra Professional Pictures on-line (Share bad photo’s vs. your quality)
4. Virtual tour on-line (show them the one you made) – NAR state 8% of sellers want it
and 3% of agents do it!
5. Staging (if necessary – explain the stat’s on homes staged vs. not)
7. Send post Cards to Neighbors Notifying them Your Property is for sale (show
example)
9. Hold open house(s) – (describe your super OH strategy – even create a flyer to
illustrate)
12. Aggressively Follow-Up with Prospective Buyers – (explain the training and
designations received)
14. Advertise
16. Automatically Via E-mail, Send you all feedback from showings,
(Homefeedback.com or other solution)
17. Auto E-mail New Listings, Pending’s, & sales in Seller’s Neighborhood
18. Review pricing weekly and notify seller immediately of market changes
19. (optional) I do/my team does 100% of the showings – (you hired us to “sell” your
home, that’s our job)
How to Present Your Marketing -
Dialogue
1. Now that you’ve seen all that we can do in
terms of marketing… do you have any
questions?
2. (Names) the reason remax agents sell more
homes that any other company is simple… we
market properties more effectively… and that’s
what you’re looking for correct?
3. So can we agree… you definitely want our
marketing, right?
4. I always tell my clients… you’re hiring me to
“market”… and “sell” your home… it starts
with our market…
5. Now… lets now talk about the local market…
and pricing your home…
Age Old Law of Seller Pricing
Price closes…
1. (names) based on what you’ve seen is on the
market (and coming) vs how many homes are
selling and at what prices… in order to
achieve your goals… how much would you
like to list your home for tonight?
2. (names) based on what we both so see… I’m
going to strongly recommend a price of
($xx)… are you ready to put me to work
tonight with our marketing and this price?
Handling the
“That Price is Too low” Objection
“If we were to list at the price the ‘market’ is
telling us…
What’s your #?
(how many new conversations = a sale?)
2009 = 129
2010 = 80.2
2011 = 49.5
(27 for Elite)
The Golden Rules of Lead Conversion
Vision for my
Business?