Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK

MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
1

Topic 2: Ad Calls and Sign Calls
Introduction to Your Coach
Shon Kokoszka
Contact Info
Please let us know if there is anything youd like to discuss in relation to your coaching program.
Email: fasttrack@kw.com
Fax: 512-532-6614
Phone: 512-327-3070 ask for MAPS Group Coaching
Notice
While Keller Williams Realty, Inc. (KWRI) has taken due care in the preparation of the coaching program, the material
contained herein reflects the practices of the coaches and is not necessarily the best practices promoted by KWRI. We
cannot guarantee the accuracy of the materials. KWRI makes no warranties, either express or implied, with regard to the
information and programs presented in this manual. KWRI will not accept liability for any loss or damage of any kind
that you incur as a result of the use of any content provided by the MAPS Institute.
KWRI therefore cautions you not to assume that the results of this exercise bear any relation to the financial performance
you can expect as a KWRI associate. The coaching program is offered to support your professional growth by directing
you toward productive activities.
Copyright notice:
All materials are copyright 2014 Keller Williams Realty, Inc. All rights reserved.
No part of this publication and its associated materials may be reproduced or transmitted in any form or by any means
without the prior permission of Keller Williams Realty, Inc.

Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
2

Get Ready!
Complete the questions and assignment on this page as a warm up to prepare for your coaching call.
What are your goals when answering an ad or sign call?
______________________________________________________________________________
What are the prospects goals when responding to your ad or sign?
______________________________________________________________________________
What strategies do you use to gain control of a conversation? How effective has this been?
______________________________________________________________________________
What questions do you ask to prequalify buyers?
______________________________________________________________________________
______________________________________________________________________________
What percent of your prospects convert to buyer appointments?
______________________________________________________________________________
What is your unique selling proposition?
______________________________________________________________________________
Ahas from the Last Call
______________________________________________________________________________
______________________________________________________________________________

Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
3

Guidelines for this Course
1. Only paid participants may listen and contribute.
2. Mute yourself whenever you are not talking (*6).
3. Do not put the call on hold (you will be disconnected).
4. Complete all assignments prior to call.
5. Be PREPARED!
This Weeks Objectives
1. List the goals of the Realtor and the goals of a prospect on an ad or sign call.
2. Implement strategies to gain control of a phone call.
3. Generate a list of questions to prequalify a prospective buyer and use a Lead Sheet to record
every call.
4. Use the ABC technique to get appointments with prospects.
5. Describe your unique selling proposition.

Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
4

1. Goals of the Realtor and Goals of the Prospect
Realtor Goals
What are the goals of the Realtor when answering an ad or sign call?
______________________________________________________________________________
______________________________________________________________________________

Prospect Goals
What are the goals of a prospect who calls in response to an ad or sign?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
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2. Strategies to Gain Control of a Conversation
Question and Answer Strategy
What are a few questions a prospective buyer might ask?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
What happens if you give a short, direct answer to a question?
______________________________________________________________________________
How do you gain control of a conversation?
______________________________________________________________________________
The person who is talking _________________________________________________________
The person who is asking questions __________________________________________________

Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
6

Transition Strategy
Transitions are used to shift control of the conversation from the prospective buyer to you. Saying
something unexpected or asking a question provides a break state or breaks the talk pattern of the
one speaking.
Transition Scripts
Oh, thats a great property; everyones calling in on that one.
Hello, so you must be another neighbor?
Are you looking to buy just one home?
Real quick, as I grab that information, tell me, what attracted you to that house?
While Im grabbing that file, real quick answer, are you in the market to buy a home?

You will capture 50% more buyers when you take control of the conversation!

Recap
The strategy weve discussed is _____________________________________________________
______________________________________________________________________________
What makes this strategy so good?
When you ask questions, you find out what the prospect wants.

Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
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3. Prequalification of a Buyer
Prequalification Questions
What questions should you ask to determine a prospects motivation?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
What questions should you ask to determine a prospects physical needs?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
What questions should you ask to determine a prospects financial qualification?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
8

Assessing the Prospect
What do you do when you get a response that indicates the prospect is not highly motivated?
Motivation Script
Because I want my motivation to match your motivation, tell me, on a scale of 1 to
10, with 10 meaning you needed to buy a home yesterday and 1 meaning you dont
ever really need to buy a home, how would you rate yourself? Response What
would it take to bring you to a 10?
Your conversation continues as you ask the prospect to tell you about his/her perfect home. When
the prospect tells you about a feature, probe deeper by asking what is important about the feature.
Lead Sheet
Turn to the end of this unit and review the sample Lead Sheet. You should have a stack of Lead
Sheets next to every phone in your immediate office or floor desk/opportunity time desk.
Why is it important to use a form?
If you dont have a form you may forget to ask an essential question.
NCR Forms
Lead Sheets are NCR (No Carbon Reproduction) with three copies for
1. Lender
2. Office file
3. Realtor


Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
9

Recap
Why is it important to ask qualifying questions?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
What information should you record for each prospect?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________


Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
10

4. ABCs of Getting an Appointment
ABC Script Format
A Action
B Benefit
C Commitment
If the benefit you offer is strong enough, the prospect will be motivated to work with you.
Getting an Appointment Script
Ill tell you what. Lets set an appointment for you to come to the office. I
can pull up all the listings that match your criteria and download the color pictures
and virtual tours for you to see in my office. That way, you can preview the houses
without having to take the time to drive by them. How does that sound?
Response Great, so whats the best time for you to buy a home with me
weekdays or weekends?
Action: The action is setting an appointment for the prospect to come to the office.
Benefit: There are multiple benefits for the prospect. One is seeing pictures and virtual tours
of properties that fit the prospects specific criteria. The second is saving time by
avoiding driving through a lot of neighborhoods. You should also introduce your
unique selling proposition to emphasize the benefits you bring to buyers.
Commitment: When seeking a commitment, it is a good idea to offer an alternative choice. Either
answer is a win-win. Always avoid asking a question that can be answered with
no.


Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
11


Tip!
Use the Power of Embedded Commands
Embedded commands (underlined and bold in the script above) are used
because people dont listen to everything we say. Embedded commands create a
break state which draws attention to your most important points. Embedded
commands are phrases that call the listener to action. The key is to emphasize
and lower your voice on the last word.

Recap
The ABC strategy is the framework to get what you want.
A. You suggest the action.
B. You increase your chance for success when you emphasize the benefit to the prospect. The
best Realtors always think about what the client or prospect wants and offer a great
solution.
C. You also increase your chance of getting what you want when you offer alternative choices
for a commitment.


Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
12

5. Unique Selling/Value Proposition
When you use the ABC technique to get an appointment, you point out the benefits you bring to a
prospect. No matter what the conversation, your unique selling proposition is always a benefit.
Research shows that Realtors who have a clearly defined unique selling proposition fare better
when competing against discounters and other agents.
You should
Create a full unique selling proposition that you present during a buyer consultation.
Have a short and memorable proposition that you use to get an appointment.
Communicate your unique selling proposition in a way that demonstrates your benefit to the
client.

Recap
You are selling your services to prospects. Your message should be short, clear, and memorable.
Dont talk about how good you are. Talk about the benefits you bring to your clients.

Topic 2 Assignments
1. Practice scripts with your coaching partner. To increase retention, look at the script while
practicing, and walk around as you are saying the lines. Many people are successful when they
practice scripts for five minutes each morning for two weeks.
a. Transition Scripts
b. Motivation Script
c. Getting an Appointment Script
2. Complete weekly numbers form and fax to MAPS (512-532-6614). This should be done at the
end of EVERY week.
3. Use the Lead Sheet on the last page (or your own) to prequalify every prospect.
4. Complete the assignment on the following page and fax it to MAPS (512-532-6614) within three
days of this call.

Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
13

Ad Calls and Sign Calls
Unique Selling/Value Proposition
Column 1: List three reasons why a buyer should work with you (your unique selling proposition).
Column 2: State your unique selling proposition in terms of the benefit to the buyer.

Unique Selling Proposition Benefit to Buyer
Example:
I have 20 years of experience.
Because I have been working as Realtor for 20 years, I know
the market better than anyone else. If any problems arise, I can
handle them because Ive been through it so many times.





Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
14

Transitions
List three transitions you use to interrupt a callers dominance and gain control of a conversation.
1.
2.
3.


Mega Buyer Agent Skills Topic 2: Ad Calls and Sign Calls

MAPS GROUP COACHING WORKBOOK
MAPS 2014 KWRI ALL RI GHTS
RESERVED KELLER WI LLI AMS REALTY, INC.
15

Your name: ____________________________________________________________________
Weekly Numbers Form
Week YTD
1. How many days did you work this week? ______ ______
2. How many hours did you spend prospecting? ______ ______
3. How many new contacts did you obtain? ______ ______
4. How many listing appointments did you refer to others in your office? ______ ______
5. How many listings did you sell? ______ ______
6. How many ad and sign calls did you answer? ______ ______
7. How many ad and sign calls did you convert to appointments? ______ ______
8. How many other buyer appointments did you set (walk-ins, referrals, etc.)? ______ ______
9. How many buyer agency contracts did you get signed? ______ ______
10. How many buyer appointments did you attend? ______ ______
11. How many homes did you sell? ______ ______
12. How many deals do you have pending? ______ ______
13. What is your current pending income? ______ ______
14. How many deals fell through? ______ ______
15. How much paid income did you receive? ______ ______
FAX this to 512-532-6614
Notes:
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________