Tom Presents To Agents

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Our Goals
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your Favorite Ideas, your
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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
3. They are afraid to call their PC and SOI
4. They're financially strapped ... and don't know what to do
5. They're worried about the economy and the looming

potential double dip in prices
Why Agents Are Failing Today?
1. A lack of consistent Lead Generation
2. A lack of consistent Conversion of
their leads
3. A lack of systems and processes that
create consistency
4. An inconsistent positive mind set
Find The Force Multiplier!
“A strategy that when

added to, and employed
by an individual or team
that significantly increases
the probability of success!”
Question…
What takes
up my mind
space?
The Power Of Right FOCUS!
7. Drama, Upsets and Disasters

6. Continually getting organized
5. Working on projects (and never finishing)
4. Prospecting (making contacts)
3. Lead follow up
2.
1. Signing contracts
Four Changes to adopt this Sales
Power Strategy…
1. Real Estate is about relationships not “deals”

2. Your definition of an appointment… “a meeting
with someone I like who can have a positive
IMPACT on my business, right now or the very near
future”
3. There’s no WRONG way to meet new people
4. Master the #1 question potential customers ask
Realtors
How many times a month to you get
asked…
“How’s the
real estate
market?”
Dialogue
“How’s the market?” A: Just curious about the overall market
1. You know it really depends… are you interested in buying,

selling, investing or leasing… they’re all very different
today… which are you curious about?
“We’re 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.”
3. Why don’t we schedule a time to sit down… I can show you

values… and educate you more thoroughly on the market…
so you can make some better decisions… sound good?
Are mornings of afternoons better for you? How about (x)?
So…
Where do we generate the
BEST appointments
to create the
Force Multiplier?
The Top Six Lead Generation Sources
1. Deliberate Past Clients and Sphere
2. Driving Traffic to Open Houses
3. Consistent Geographic Farming
4. Savvy Online Promotions
5. Passive/Aggressive Expired Campaigns
6. NOT being a Secret Agent

You are in the Lead Generation
Business First and Foremost
How many sources of business do you
have to find your ideal client?
 Low producing agents have 1-3 sources

 Average producers have 4-6 sources
 Top producing agents have 10+ sources

Expectations: The Number’s Don’t Lie
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!
4. Twice a year deliver a CMA to your past clients and Sphere

1. Deliver to the office (viral)
2. Drive them to Zillow.com via your website to update their Zestimate
Lead Generation
Open Houses
The #1 Goal of an Open House
Find one person you

can sell a house to
in the next 30 days!
Six Steps for Driving
More Traffic to Your Open Houses
1. Property Selection
 Bread and butter price point!
2. Email Your Database of Interested Buyers

 A short video of you in front of the house.
 A photo of you in front of the house.
3. Door Knock the Neighborhood

 Invite your next potential seller. (lunch)
 You and your lender.
4. Have Your Open House Promoted in Company Weekly

Advertisement
 A percentage of the shoppers still read the papers!
5. Promote On Craigslist
 On Friday and Saturday, twice a day in the mornings
6. Place as Many Open House Signs as Possible

 20 to 30 is ideal!
SAMPLE SCRIPT TO INVITE
NEIGHBORS TO YOUR OPEN HOUSE
“Hello… my name is (name) with
(company)... and… I will be hosting a special open
house at (location) on (day) from (1 to 4)… did you
know that home was for sale? (hand them a
flyer/invite)
I promised the seller I would get the word out in the
neighborhood… and I was curious… who do you
know… that might want to live in our area?
Wonderful… again… It’s this Sunday from 1 to 4… feel
free to stop by… I’d love to show you the home…
By the way… have you ever considered selling your
home?”
Lead Generation
Geographic Farming
5 Steps to Dominate
Your Geographic Farm
1. Selection
2. Homework for D.O.S.
3. Budget
4. Momentum Marketing
5. Become the Brand (On/Off)

Lead Generation
Expired Listings
Decisions on Expireds
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?
Do the Starbucks campaign!

Dialogue for the Starbucks Card
Dear (name),
I’m sorry to hear your home didn’t sell. As you know,
selling today can be very complicated. I’ve learned
there ’ s only 3 reasons a great home like yours
wouldn’t sell. I’d love to sit down, buy you a cup of
coffee and discuss it if you ’ re interested. No
pressure, just le me know”
Tom
P.S. If you’ve changed your mind and decided not to

sell, I’d still love to buy you that cup of coffee. Enjoy
a Starbucks on me.
Lisa Doyle
Video
Lead Generation
Social Media and Online
We’re All in the EYEBALLS Business
Zillow + Yahoo = Leads for YOU!
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
It fails to answer the 4 questions consumers want to know
1. What's for sale?

2. How much is my home worth?
3. How’s the market?
4. Why you (what do you do and know)?
How Often Do I
To Drive Traffic to my Site?

AM I UTILIZING
VIDEO & VIDEO SITES
TO EDUCATE, EXPAND, BRAND
AND ATTRACT CLIENTS?
Videos for Your Site
1. Why the wealthy are buying now?

2. What happens when I short sale?
3. Mistakes to avoid in buying your first home?
4. Secrets of real estate investors!
5. How’s the (community) market?
6. How much is my Home Worth and Zillows
Zestimates?
7. An Introduction to communities you serve!
Questions?
Lead Generation
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
Use #T3Boston and
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
1. ELITE 1 on 1 weekly coaching
2. POWER 1 on 1 bi weekly coaching

To Continue To Strengthen
YOUR Sales Power
ELITE Coaching POWER Coaching
§ Develop personal plan § Develop personal plan
§ Build your brand § Build your brand
§ Create accountabilities § Create accountabilities
§ Weekly 30 minute
coaching sessions § Bi-weekly 30 minute
coaching sessions
§ Exclusive “Elite”
coaching member § 50% off all TFYC events
events events
§ Access to all TFYC § For agents who want
events consistency
§ For agents who want a § For agents who need to
BIG business become consistent with
§ For agents who want to their lead generation
expand their team
$499 monthly
$999
monthly
Join Coaching and We Promise…
1. 4 to 6 Working Lead Generation Systems
2. A Bullet Proof Listing Presentation
3. A Winning Buyer Presentation
4. A Plan, Schedule and Personalized weekly
Action Plan
5. Measuring Your Performance
6. Improve your Brand and Marketing
Response
7. More Time off and Higher Profits
How Can We Help You Win?
 Do you need more 1 on 1 attention?
 Are you looking to build your
business and a team?
 Do you want more consistency in
your lead generation?
 Do you want to become more
influential?
“We all perform better when

we’re in a program!”
“Left To My Own
Devices… How Well
Do I Maintain
High Levels of
Performance?”
Questions?
Bonus Session
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
2. Manager – develops systems and

manages producers to achieve
vision
3. Producer – falls in love with the

process and masters the system
What’s the…
Vision for my
Business?
Five Phases of
Growing Your Business
Phase One: Creation!
 You set a goal, become inspired and begin

to imagine your possibilities
 You develop a plan
 You create accountabilities, projects and
promises
 You tell the world what you’re committed
to
Five Phases of
Phase Two: Implementation!
 This is where you do the work!
 It’s all about 90 days cycles!
 Structure, more discipline and
accountability are the solution
 An planned day and environment create
your success
 You must fall in LOVE with the Process
“Do the thing, have the power. Do

not the thing, have not the Power”
Emerson
Five Phases of
What Kills Your Performance?
1. Breakdowns: One week of NOT

following your plan
2. Disasters: More than 4 weeks off

your plan
3. Breakdowns in Communication:
Five Phases of
Phase Three: Momentum!
 Everything starts to really pay off

 Time begins to speed up
 Your results begin to feel effortless
 Your working in an easy flow state
 Clients and other agents become
easier to assist
Five Phases of
Phase Four: Stabilization!
 Your leading the business/team

 Communication is your asset
 Everyone’s working from a DAC
 Systems and checklists control the day to
day
 The dollars are in the details and you’re in
control of them
 You’ve become great at delegation
 You maintain a high level of Integrity
Five Phases of
Phase Five: The Quantum Leap!
 The business has a life of it’s own

 Team members take responsibility
for growth and begin to out
perform you.
 Your role is to list, sell, lead and
provide the resources for your
team to win
Which Phase Am
I In (most often)?
Do I Recognize Any Patterns?
Are you Tired of the
High’s and Low’s of
Real Estate?
To Continue To Develop Your
Force Multiplier!
ELITE Coaching POWER Coaching
§ Develop personal plan § Develop personal plan
§ Build your brand § Build your brand
§ Create accountabilities § Create accountabilities
§ Weekly 30 minute
coaching sessions § Bi-weekly 30 minute
coaching sessions
§ Exclusive “Elite”
coaching member § 50% off all TFYC events
events events
§ Access to all TFYC § For agents who want
events consistency
§ For agents who want a § For agents who need to
BIG business become consistent with
§ For agents who want to their lead generation
expand their team
$499 monthly
$999
monthly
Action Plan
5. Measuring Your Performance – What’s
Your Number???
Response
How Can We Help You Win?
 Do you need more 1 on 1 attention?
 Are you looking to build your
business and a team?
 Do you want more consistency in
your lead generation?
 Do you want to become more
influential?
“We all perform better when

we’re in a program!”
“Left To My Own
Devices… How Well
Do I Maintain
High Levels of
Performance?”
Questions?
Use #T3Boston and
about the T3 event.
To Team…
or not to
Team?

vision

Sample Team Structure
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?
Use #T3Boston and
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!”
We’ve all heard “Always Be Closing”

Why is that true, even more so today?
 The average consumer receives nearly 6,000 sales

messages a day.
 80% of sales people close once, if at all
 10% of sales people close 3x’s
 The TOP 10% of sales people close 5 to 7x’s
Memorize at Least Five Different Closes

1. Know your customers communication strategy
 Today’s consumer could prefer email, phone, text, Facebook,
tweet and stay in rapport in their model of the world!
2. Become a master of building rapport
 True rapport is based on Sameness… therefore your focal point
is to mirror or match each new prospects energy, volume, rate
of speech even physiology
 Practice mirroring or matching every person you come into
contact with
 Consider reading the extraordinary little book Instant Rapport,
by Michael Brookes
 Remember, people do business with people they like and trust
3. Become a master of prequalifying for real motivation

 Tell me what you’d like to do?
 How soon would you like to (action)? Tell me about that...
 So what’s causing you to move to (x)? Tell me more about
that…
 Who is involved in the process of (x)? How does (x) feel about
(y)?
 What has to happen in order for you to (x)?
 Do you have plan “B”...in case this doesn’t work out?
4. Always collect as much detail as possible
 What? Where? When? Why? And Who?
 From spouses name, email, cell, preferred communication
strategy and best time for contact
5. Put each lead on the appropriate follow up system

 Long term = Utilize an email drip campaign
 Short term = In your schedule to follow up when promised,
hang a lead sheet in your office a visual reminder and
consider sending a friend request on Facebook
 Immediate = Keep your best leads with you at all times and
contact them often
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?
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
“Most importantly treat

every possible client
like the very best client
you have and more
often than not they will
become just that!”
Use #T3Boston and
about the T3 event.
Lead Generation
Social Media and Online
Outcomes
1. How to expand your online presence

2. Meeting the needs of today’s online
consumer
3. Learn why you should blog and how
to do it in under 5 minutes a day
“The whole online game can be
summarized in two words
TRAFFIC and CONVERSION”
- Jim Marks, VirtualResults.net
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?
Your Profiles: Agentgala.com, Google, LinkedIn,

Zillow, Trulia, Realtor.com
Your Social Media profiles: Facebook (personal

and fan page), Twitter, MySpace,
ActiveRain.com, Posterous, Flickr, YouTube,
Bing, Digg, StumbleUpon (Check out
mashable.com for new lists and great insights)
Do you own your name?

Is your real estate brand protected?
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 on line shopper is to look at
photo’s first, then look at details, then engage or
take action” Spencer Rascoff – CEO Zillow.com
It fails to answer the four questions

consumers want to know
1. What’s for sale?
2. How much is my home worth?
3. How’s the market?
4. Why you (what do you do and know)?
How Often Do I
To Drive Traffic to my Site?

Here’s Your Step by Step
Plan Online for Social Media
1. Decide on a niche
2. Select “key words” you want to dominate on line… from your
niche’ (use adwords.google.com)
3. Select your blogging medium. (Photo’s with text)
4. Create content consistently - Take photos
5. Create curiosity in the head line (the subject line of the email) of
the post, example: Look who I ran into?
6. Describe the photo in your email post. Use your “key words” in
the text when you
7. Google and others will recognize consistent key words being used
and clicked… which creates “relevancy” which drives you up in the
ranks of Google's search
8. Use Posterous.com to syndicate (1 email sends to many sites) to
multiple sites from your phone
9. Skin your Posterous page. When people click on your tweet or
want to see your photo on Facebook they open up your Posterous
page and they see your real estate conversion opportunities and
you begin generating leads
AM I UTILIZING
VIDEO & VIDEO SITES
TO EDUCATE, EXPAND, BRAND
AND ATTRACT CLIENTS?
Videos for Your Site
1. Why the wealthy are buying now?

2. What happens when I short sale?
3. Mistakes to avoid in buying your first home?
4. Secrets of real estate investors!
5. How’s the (community) market?
6. How much is my Home Worth and Zillows
Zestimates?
7. An Introduction to communities you serve!
Questions?
Tips for Content Creation
Ask yourself “what are my prospects and clients interested in?” and
fulfill on it through the power of video and YouTube.com
Interview local business owners, school administration, politicians,

the book club members in your farm, the Saturday morning
farmers market… people, places and things that are meaningful
to your community
Start a week in review and share like a newscaster what happened in

real estate last week “In the last week we had…”
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
Create specific video’s for marketing to prospects, expireds, 1st

time buyers, potential short sales, investors, snowbirds, fsbo’s,
on line buyers (Kim Drusch)
Remember the videos that go viral!

There are Two Kinds of
Real Estate Professionals
“Those who understand how to

attract buyers on line and those
who don’t. Let me show you
how I drive more eye balls to see
your home than the competition.”
Questions?
Use #T3Boston and @coachtomferry and

Contribute your Favorite Ideas, your Commitments
and Comments about the T3 event.
Connect with other agents for referrals,

networking, brand building and fun!
The Initial Consultation
 Always start with the mind set of a
consultant, not a sales person. Discover
their problems and challenges in finding
the right home
 Be a resource and resourceful (solve their
problem)
 Know your client… Why should I buy from
you?
 Prepare your environment for your first
meeting… (remove sales barriers)
 Have all your paper work prepared for
buyer broker
Buyer Consultation Questionnaire
So, tell me about yourselves? (Probe)

What are some of the reasons for making the move? (Probe)
How long have you been looking now? (Probe)
What site’s do you find property on? How’s it going so far?
(Probe)
Tell me… what hasn’t worked for you… in the home buying
process?
Have you seen anything you really like? Or written offers on?
(Probe)
Have you narrowed your focus to a specific community?
What’s important to you about the location/community you live in?
Tell me about the… ideal… new home?
 How many bedrooms?
 How many baths?
 What additional rooms do you need?
 Tell me about your ideal location?
Buyer Consultation Questionnaire
What are the 5 things you can’t live without? (probe)
What should we avoid with your new home? (probe)
What’s most important to you in buying a new home? (Probe)
And how is that important to you? (Probe)
So…..Let’s recap…you want to buy a home
with____,____,_____,_____,______,
_____,_____, did I miss anything?
And how about the agent you choose to represent you, what’s
important? (Probe)
What’s your timing… how soon would you like to be in the new
home? (Probe)
What’s your plan “B”… in case this doesn’t work out?
What price range are you looking in? (Probe)
Have you met with a lender? What have they told you? How much
money are you planning to put down? If there was an
advantage to a second opinion, would you be interested?
Is there anyone else involved in the home buying process? (Probe)
I’ve asked you so many questions… do you have any questions
you’d like to ask?
Buyer Consultation
Today’s Home Buying Process
“(name), let me show you

today’s buying process”
1. Choose an agent to represent you
2. Meet with a lender (or 2) for pre-approval and lock
your rate
3. View property on line and at open houses, while
agent previews and looks for homes not on the
market or coming soon
4. Identify your ideal home and your agents begins
negotiations
5. Do Due diligence, meet all guidelines and time
frames and close on the property
6. Move into your new home
Buyer Consultation - Earning Exclusivity
“Now that I know exactly what’s important to

you… and you’re clear on the home buying
process…
I want to spend some time quickly showing you

what I/we plan to do… not just to help you
purchase your new home… ultimately… I/we
want to win you and your friends business for
life… does that make sense?”
Buyer Consultation – Earning Exclusivity
“When you hire me as the agent to represent you I do so
much more than the average agent for example:”
1. I only work with a small number of great clients at a time,

to ensure the personal touch
2. Daily and weekly previewing
3. Contact best agents for their “coming soon” listings
4. Magic buyer letter marketing
5. Research bank owned and notice of defaults
6. Will door knock communities you like to find you a home
7. Will only show you property that matches what you want
8. Will negotiate aggressively on your behalf
9. Will work with your lender and (affiliates) to ensure a
smooth transaction
10. Buying a home can be stressful… my job is to remove as
much of the stress as possible… does that make sense?
Buyer Consultation – Earning Exclusivity
Can you see how, doing all of this, will make

the process of finding your new home
easier?
I’m going to give you 100% of my marketing,

resources, contacts and negotiation
ability… Here’s all I ask for in return… you
work exclusively with me to buy your new
home…
Will that work for you?

Earning Exclusivity Objections
“How about if I sign your agreement after we go out 1 or 2 times?”
 I hear you… in that case… lets sign a one party show agreement on
the homes you’d like to see… it’s done everyday in real estate… let
me grab that.
“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?
“I don’t want to commit to one person right now.”

 I hear that a lot… and guess what… most people start by talking to
lots of agents… until they find one who clearly stands out… (name)…
based on everything I shown you… do you believe I can find,
negotiate and get you into your new home? Then put me to work!
Earning Exclusivity Objections
“I’m not buying for another three to six months.”
 Great, then it is an excellent time to do some research together. We’ll have time to
get to know each other.
“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.
“What if we don’t like each other after we are working together?“

 I can appreciate that . . . and my experience is the only way this will happen is if we
are not in constant communication and open and honest about what’ important . . .
does that make sense?
“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:
1. Learn the 7 step listing plan

2. Preparing for a great appointment
and prequalifying
3. Quick tips on mental preparation
before the appointment
4. A listing introduction how to begin
your appointment powerfully
5. How to present your marketing plan
6. Presenting price
7. Handling the most common
objections and closing to win the
listing
The 5 Step Listing Plan
1. Out Prepare Your Competition
2. Show up ready to win
3. Deliver a high energy Presentation – DOS!
4. The Stat’s + Your Clients Motivation = Price
5. Handle Objections and Close

Advantages of Prequalifying
 You look more prepared and professional, like a doctor or
an attorney gathering all the facts before they offer advice
and or strategy
 You learn even more about your sellers motivation, from

timing to price
 You’ll discover what their concerns or objections will be

which gives you time to prepare your response
 And lastly to discover if there’s any competition and how

they’ll ultimately decide on the agent they choose to
represent them
 All of this gives you the opportunity to prepare to win!

Dialogue for Prequalifying
Your Listing Presentation
“Hi (name)… it’s (name) with (company)… I’m calling to confirm our appointment for
(day/time)… does that time still work for you?
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?
And you want to be there by (time frame) right?
Assuming you… choose me… to represent you… how soon can we begin marketing
your property?
Tell me again… your main reasons for selling this property?
So… what price are you thinking of listing for?
How did you determine that price?
And… how much do you owe on the property?”

Dialogue for Prequalifying
Your Listing Presentation
Are there any other special features of the home… you feel would impact the value? Is there
anything that could be perceived as a negative… that could impact the property value?
Optional: I’ll be sending over my marketing proposal… will you take a few moments and review
it before I arrive?
Who else should I expect at the appointment?
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 no) may I ask why? (discover and resolve)
(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
2. Consider bringing additional “visual aids”. Examples;

 Sample professional photography vs other agents lousy photo’s
 Stacks of expireds or NOD’s to show “why others have failed and
future competition”
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.
6. Come dressed and ready to present
1. Listen to your favorite music on the drive over
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
I know you had a lot of choices when it comes to agents and

companies… I want you to know…. I appreciate the
opportunity to meet with you today.
Why don’t we take a minute…and show me around your

home…would that be okay?
Tell me about some of the most desirable features of the property?
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)
Who do you think is the ideal buyer for your property?
Now that we’ve seen the property…where should we sit, the

dinning room or the kitchen table?
So (names)….Let me share with you what we’re going to cover today.
Based on my experience…there are four areas most sellers want to discuss
Prior to putting their home on the market…with me… They are……….
What I’m going to do to….expose your property……. To the highest number

of qualified buyers…and…agents who control the buyers.
How much the property will sell for . . .?
The timing to get the job done…
Ultimately, why I believe you should... choose me… as the agent to represent
you.
(Names)…Outside of those four….is there anything else I need to know?
So, before we discuss these….let’s confirm your plans…

You said you were (moving/downsizing/buying a bigger home), in (Location) correct?
How did you choose that area?
In order to make the move… do we need to sell this home… or is renting it out an
option?
In terms of timing….how soon would you like to be in (Location)?
(Names)…if the home….doesn’t sell in that time frame…. is there a plan “B”?
Explain?
I e-mailed (or delivered) a marketing proposal….did you have an opportunity to review

it?
The #1 reason people….refer me…to their friends…or …choose me as the agent to

represent them is our marketing plan… would you agree is today’s economy…
exposing your home to the highest # of qualified agents and buyers will be
important?
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)
6. Create a Professional Brochure/Flyer (show them the one you created)
7. Send post Cards to Neighbors Notifying them Your Property is for sale (show
example)
8. Notify Brokers in my office, region and globally
9. Hold open house(s) – (describe your super OH strategy – even create a flyer to
illustrate)
10. Personally invite Your neighbors to the open house/Broker preview

How to Present Your Marketing Plan
11. Prospecting Daily for (x) hours to find a buyer for your home
12. Aggressively Follow-Up with Prospective Buyers – (explain the training and
designations received)
13. Have a broker Open House
14. Advertise
15. Weekly Check-in calls to “stay on the pulse”
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
“If their motivation to

sell is high their price is
low. If their motivation
to sell is low their price
will be high.
It’s that simple”
- Unknown
Presenting Price
Presenting the CMA…

 Show how many homes on the market in their price
range (point out “these are for sale” prices)
 Show how many sales in the last 6 months in their

range (point out “these are actually sold prices”
and acknowledge price trend)
 Show how many listings are distressed sellers in

their range?
• How many short sale sellers?
• How many NOD’s for the month?
• How many bank owned?
 Determine the absorption rate or what the average

amount of time on the market is right now.
Presenting Price
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 the worse case scenario?

• What’s the most likely scenario?
• What’s the best case scenario?
(names) based on what we both clearly see…

I’m going to strongly recommend we list
at ($X)… so when we unveil your
property… with all of our marketing… we
create the perfect storm… does that make
sense?
Objection Handling
To Handle objections effectively…
Always begin with agreement “I can
appreciate that…” “I hear what you’re
saying”
Transition with “and”… never use “but”
State your case
Finish with a tie down to solidify agreement
with “right?” “doesn’t that make sense?”
“sound good?”
Closing
The if close: “If I (x) will you (y)?”
Alternative Choice: “Would you like to
(x) or is (y) better for you?”
Reduce to the ridiculous: The one
hundred $1.00 bills
The take away: “It sounds like you
shouldn’t (x)… is that what I’m
hearing?
Closing
Remember…
“You’re either selling the

prospect… or the
prospect is selling you…
make sure you’re the
better sales person!”
RECAP
7. Drama, Upsets and Disasters

6. Continually getting organized
5. Working on projects (and never finishing)
4. Prospecting (making contacts)
3. Lead follow up
2.
1. Signing contracts
The Top Six Lead Generation Sources
1. Deliberate Past Clients and Sphere
2. Driving Traffic to Open Houses
3. Consistent Geographic Farming
4. Savvy Online Promotions
5. Passive/Aggressive Expired Campaigns
6. NOT being a Secret Agent

You are in the Lead Generation
Business First and Foremost
How many sources of business do you
have to find your ideal client?
 Low producing agents have 1-3 sources

 Average producers have 4-6 sources
 Top producing agents have 10+ sources

Expectations: The Number’s Don’t Lie
What’s your #?
(how many new conversations = a sale?)
2009 = 129
2010 = 80.2
2011 = 49.5
(27 for Elite)
“Most importantly treat

every possible client
like the very best client
you have and more
often than not they will
become just that!”
Dialogue for the Starbucks Card
Dear (name),
I’m sorry to hear your home didn’t sell. As you know,
selling today can be very complicated. I’ve learned
there ’ s only 3 reasons a great home like yours
wouldn’t sell. I’d love to sit down, buy you a cup of
coffee and discuss it if you ’ re interested. No
pressure, just le me know”
Tom
P.S. If you’ve changed your mind and decided not to

sell, I’d still love to buy you that cup of coffee. Enjoy
a Starbucks on me.
Action Plan
5. Measuring Your Performance
Response

vision

What’s the…
Vision for my
Business?

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3. They are afraid to call their PC and SOI

4. They're financially strapped ... and don't know what to do

5. They're worried about the economy and the looming

“A strategy that when

7. Drama, Upsets and Disasters

1. Real Estate is about relationships not “deals”

1. You know it really depends… are you interested in buying,

“We’re just curious about the overall market?”

3. Why don’t we schedule a time to sit down… I can show you

1. Deliberate Past Clients and Sphere

2. Driving Traffic to Open Houses

3. Consistent Geographic Farming

4. Savvy Online Promotions

5. Passive/Aggressive Expired Campaigns

6. NOT being a Secret Agent

 Low producing agents have 1-3 sources

“A strategy that when

4. Twice a year deliver a CMA to your past clients and Sphere

Find one person you

2. Email Your Database of Interested Buyers

3. Door Knock the Neighborhood

4. Have Your Open House Promoted in Company Weekly

6. Place as Many Open House Signs as Possible

2. Homework for D.O.S.

5. Become the Brand (On/Off)

Do the Starbucks campaign!

P.S. If you’ve changed your mind and decided not to

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1. ELITE 1 on 1 weekly coaching

2. POWER 1 on 1 bi weekly coaching

“We all perform better when

2. Manager – develops systems and

3. Producer – falls in love with the

 You set a goal, become inspired and begin

“Do the thing, have the power. Do

1. Breakdowns: One week of NOT

2. Disasters: More than 4 weeks off

 Everything starts to really pay off

 Your leading the business/team

 The business has a life of it’s own

“We all perform better when

2. Manager – develops systems and

3. Producer – falls in love with the

We’ve all heard “Always Be Closing”

 The average consumer receives nearly 6,000 sales

Memorize at Least Five Different Closes

3. Become a master of prequalifying for real motivation

5. Put each lead on the appropriate follow up system

“Most importantly treat

1. How to expand your online presence

Your Profiles: Agentgala.com, Google, LinkedIn,

Your Social Media profiles: Facebook (personal

Do you own your name?

It fails to answer the four questions

To Drive Traffic to my Site?

1. Why the wealthy are buying now?

Interview local business owners, school administration, politicians,

Start a week in review and share like a newscaster what happened in