Excerpts from a workshop called Power Listing. From capturing the appointment, to securing the listing at a price that is salable along with creating a partnership with the seller that will lead to a customer for life. Learn how to improve the customer experience, increase business and find more balance. Learn rapport building skills and how to better understand the seller’s needs plus how to successfully set expectations, including establishing everyone’s role in the transaction. Learn the most important qualities sellers are looking for and the most common concerns when choosing a real estate professional today.

2. Stand out amongst
your competition!
 Comprehensive Plan
 Rapport Building Skills
 Set Expectations up front
 Identify Financial as well as Emotional Needs
 Establish roles and Eliminate Surprises
 Understand Common Objections = Concerns
 Winning Team Strategy with all your CUSTOMERS

5. We need to excel above what an average agent would
do
We need to excel at what is expected
Then we need to do the unexpected
Go the extra mile it’s not very
crowded up there……

6. • Capture & Convert with Success
• Stand out from the Competition
• Have a strong commitment to the appointments and more face time than
the competition
• Set Winning Expectations
• Incorporating soft closes- Build Commitment into your process while
addressing objections before they happen
• Strong Market Positioning = Sold Listings
• Close & Sign the Listing with a seller who is on “The Team”

7. Preparations & Planning!
Becoming Partners in Success with your Customer
Staging - Presentation
Cleaning & De-cluttering
Availability to be shown
Feedback and follow up

8. Stage your MLS Listing
Sell the House and Bait the Buyer
Call to Action
Monitor the Sellers Position
Make the Seller Accountable for Price
Create a Customer for Life!

9. Power Listing gives you the Competitive EDGE
Building Rapport and Commitment from 1st contact
We do Business with People we Like! So do our customers!

10. Qualify and Convert the Call!
When the call 1st comes in……Be prepared with your Questions!
• May I ask how you got my name? The reason I ask is that most of my business
is from personal referrals and I always want to know who to thank for my
business
• Please tell me about your home
• What made you decided to move at this time?
• By what date would you like to be settled in your new home?
• Will you be interviewing other agents?
• When will you and any other decision makers be home for me to see your home
and answer any questions you may have about the marketing process?
• What are your plans when your home sells?

12. I want to be totally honest with you, the listings I take
SELL. It’s a process of accurately identifying the selling
points of a home, combined with a competitive market
position and the home being in show ready condition.
Let’s set a time to get together you can show me your
home, allow me to learn more about your goals and then
share with you how I can get your home sold and why we
are selling so many. Then at that time If you’re comfortable
we can go ahead and work together.
I have an opening at _______ or _______. Which would
be better for you?

13. The exciting news is I specialize at selling homes in your
neighborhood!
Let’s set a time to get together you can show me your
home, allow me to learn more about your goals and then
share with you how I can get your home sold and why
we are selling so many. Then at that time If you’re
comfortable we can go ahead and work together.
What would be a good time for you?
I have an opening in my schedule at __________ or
__________. Which would be better for you?

14. 1. Set the Agenda for your first meeting
2. Tour The Home
3. Review Seller Needs and Concerns
4. Discuss Current Market Conditions
Answer questions you may have about hiring me

15. • Before the Appointment
• Email to confirm appointment and goals
• Prepare pre-listing presentation and arrange to preview the
home and deliver the presentation.
• 1-step or 2? Why?
• 2 steps, Can you arrive with a CMA on a house you have never
seen?
• Set yourself APART from your competition – find out who your
competition is.
• This gives you an opportunity to gather information & learn their
HOT BUTTONS

16. Dear ___________,
I look forward to meeting with you this ____________to learn
more about your goals. It is my job to not only educate you
about the market and help to you establish a competitive market
position that will get you the best possible price. My customers
also count on me for my honesty throughout the process, from
staging, marketing, and my experience when it comes to
negotiations and getting to the closing table. It’s not over until
it’s over.
Please know that my mission is to get you where you want to go,
on time!
Your REALTOR for life,

17. 1st Appointment
This is your time to SHINE!!!
Know the inventory in the neighborhood of the HOME before you go
HAVE THEM SHOW YOU THEIR CARDS BEFORE YOU SHOW THEM YOURS!
Learn what they really liked about the house when they bought it
Learn what improvements they have made
Learn about past experiences they have had in selling homes
Learn what they are looking for in an agent
Take very specific notes on the home

18. • Feature Sheet
• Take organized notes on the property
• Opportunity to discuss showing instructions
• Inquire about Re-issue credit
• Inquire about HOA
• Confirm School information
RESELL THEM THEIR OWN HOUSE
(Why ________________________is Different and Why
it’s important to get all this detailed information)
Be the Expert @ Soft
Closes

19. The “Average” Agent can deliver………
1. Sign
2. MLS
3. Internet
4. Flyer
5. Open House
What is a Seller ~ Customer looking for?
1. Sell the House at the Best Price
2. Love the House
3. Experience & Knowledge
4. Enthusiasm and Energy!
So why are you Different? Whole Package

21. Time for Your Marketing
Presentation
Value Proposition
NOT Price!

22. You may choose to h_____ me to market your home
You could choose n_____ to hire me to market your home
We could mutually agree that your home does not q__________ for
my marketing plan.”
Why are You Different?

23. Creating Your Point of Difference
• Largest Coldwell Banker in the State of Florida
• Only Company who Exclusively Hires Experienced Realtors
• Sells over 100 million in Relocation
• No other Brand Name Company outsells us in this Market
• Most Respected Brand Name in Real Estate Nationally
• Real Estate Technology ~ Most Progressive Company Locally!

24. Your Brand Value Nationally and Locally
A Proven Marketing Strategy
Advisor, Negotiator, Facilitator
Successfully Service the Listing
Your Knowledge and Reputation

25. Are there certain Objections you hear all the time?
Address them confidently.
•"Can we just start a little higher so we can leave ourselves some negotiating room?”
•“Will you negotiate your commission?”
•“We have a friend in the business”
• Why is your price Lower than the Other Agents? They showed us comps too.
•You’re too Busy, you have so many listings we want someone that can give us
attention.
•You don’t handle homes in our price range
Will you cut your commission?

26. PRICE?
The Elephant in the
room.
In addition to the strength of our Company, our
ability to expose your home in its best light
Nationally and Globally along with my
experience, another important part of my value
proposition is my price counseling.
The sellers I work with are able to attain top
dollar for their homes, which is why I reserve
my price counseling for my customers.
Ultimately “Mr Seller” you will determine how to
position your home on the market. It’s
important to be confident in the agent and
company you choose.
I feel very comfortable with you. Do you feel
comfortable working with me and in choosing
me to be your agent?
Great then let’s get started!

27. Won’t Commit?
I know it’s a huge decision…
I am a little concerned though. Can I tell you why?
Somewhere, somehow, I have not completely
convinced you that I can sell your home. So, let me ask
you, what specifically is stopping us from getting
started tonight? (Deal with issue)
Are you ready to get started?

28. Just
Tell
me
How
Much
Acknowledge
Educate
Comparables vs
Competition
Market Position
Be
Prepared You’re
Hired

29. Maximum Vale Worksheet
• Present the Shopping Cart completed
• Present a landscape MLS view with Active listings
• Present a landscape MLS view with Sold listings
• Present a landscape MLS view with Pending listings
• Full MLS Sheets for Active, Pending and Sold for sales in
exact same neighborhood within the last 60 days.
Research the subject subdivision for the last 12 months, because
they have
Note Short Sales
and REO on lists

30. Wants to list at a higher price, another agent gave them a
higher sale price or want to start at a higher price and
come down later.
I understand what you are saying…
Possibly they emphasized listed prices. What we need to
be focused on is what has SOLD and CLOSED.
You see…there are two places you can price your home.
You can list it where everyone else is that is NOT SOLD,
or you can list it where it would SELL!
Which would you prefer to start?

31. I’d rather see you get ten offers and turn them down than have no offers at all.
Wouldn’t you agree?
If we get a low offer why don’t you let me work to negotiate the buyer up
rather than have a price that brings no offers at all. Does that make sense?
The problem is we can’t cook if we’re not in the Kitchen, meaning without an
offer negotiating isn’t something we’ll be doing anyway.

32. Does staging really matter?
 What is staging?
 How to make a great first
Impression.
 What can be a distraction to
Buyers?
 How do you make buyers
remember your home?
 Know your competition in the
marketplace!

33. Staging, Does it Matter?
 What is Staging?
 How to make a great first
impression!
 What can be a distraction
to Buyers?
 How do you make buyers
remember your home?
 Know your competition

34. It’s all in how you package it.
Use words like: Comfortable stylish luxurious warm romantic magnificent
elegant exciting fresh distinct graceful original tremendous soothing
stunning practical superior classic sparkling secluded textured elaborate
paradise towering tranquil peaceful transformed personality.
1. To Sell the Listing
2. To prospect for Buyers
3. To get more listings