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13 Cards in this Set
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- Back
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1) “If I list my home with you and buy my next home from you, will you cut your commission?” |
“You know, I can appreciate that, and I want to be up front with you and say NO, I will not cut my commissions, and for one very simple reason”. “As a professional my time has a certain value and I only work with people, like you, that realize the value of my service….and before you say anything, think about this… “If an agent is willing to cut his or her commission, just like that, how well do you think they will hold up when it comes to negotiating the best possible price for your home?” "I want to demonstrate, up front, how tough I am going to be for you…Therefore, cutting my commission is not an option…does that make sense?” |
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2) “I have to keep my promise to the agent from which I originally bought the home.” |
“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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3) “I have seen this marketing plan from many different agents….what makes yours different?” |
level shift…”You know what? You’re right! There are only a certain number of things any agent can do to get a home sold and I think the final decision is not based on what I do differently… “I think the real issue is how you feel about the agent representing you…So tell me, what qualities are you looking for in an agent?
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Top agent alternative: “My Value”! |
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4) “Why is your price so much lower than the other agents that we have talked to? |
“It’s kind of confusing isn’t it? I mean, you interview four agents and you get four different prices ... right”? (Yes, why is that?) “You are probably thinking why did this person come in with such a low price? Doesn’t he or she want to get our listing? Well, my answer is Yes and No. “You see there is a very big difference in the way that I operate and the way that most agents operate. Most agents manipulate the computer to show figures that they think you want to hear. Why? “Well, most agents don’t do much or get much business. Getting your listing makes them feel like they are accomplishing something… “Whereas, I, on the other hand, sell homes, non-stop, all day long. Do you want to know why?” (Sure) “I tell nice people like you, the truth. Did you know that only ___% of the homes that are listed for sale actually sell?” (No, I didn’t know that) “There’s a very simple reason, do you want to hear it?” (Yes) “Most agents do not have many listings. Therefore, convincing you to list your home with them becomes very important. “That’s why they’ll tell you whatever price they think you want to hear, even if they know six months from now, you will not be happy with them at all because no buyers will look at a house that is over priced…Does that make sense?” Top Agent Alternative: “My comps show the price I have indicated. I will take the listing if you will agree and sign an acknowledgement form tonight that you will reduce the listing to my price in 30 days. I would rather see you turn down 10 offers than never get one.” Top Agent Alternative: “They emphasize listed prices. All I am concerned with is what is sold and has closed escrow. You wouldn’t want to base your price on erroneous info, would you?” Top Agent Alternative: “There are two placed you can price your home…You can list it where it sits or you can list it where it sells. Which is better for you?” |
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5) “I’ll sell my home when the values go up!” |
Wish them good luck, If a prospect has no reason to sell their house then that is a condition. You can’t overcome conditions. |
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6) “How much advertising will you do, because I want a lot of advertising?” |
“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, and 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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7) “You’re too busy, you have so many listings, and we want someone that can give us the attention we deserve.” |
Level Shift... “I can appreciate that and you probably haven’t had a chance to think about the advantage I have over my fellow agents in town…
“You see, the more listings I have, the more signs I have on the street. The more signs I have on the street, the more calls I get from buyers…and, of course, most of those buyers don’t buy the house they call about and many of them will be very interested in our house.
“Can you see the advantage of listing with an agent that has 20-30 signs on the street working for you?” |
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8) “I want to find a house before I put mine on the market.” |
“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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12) “If we have to sell that low we will sell it ourselves and pay 3% to the agent that sells it.” |
“I completely understand your point of view Mr. And Mrs. Seller and it sounds like you haven’t been involved in this kind of transaction in a while…can I tell you why?” (Sure!)
“Agents work with buyers because it is easy. You show the house, the agent writes an offer and the agent on the listing side handles the next three months of legal paperwork trying to get the deal closed…Does that make sense?” (Yes)
“If you list it for sale yourself, who will follow up with the three months worth of legal paperwork…you? If so, what agent will want to risk the fact that you have never done it before?
“Let me ask you this…If you were an agent, would you rather show homes that were listed with professional agents that worked to get deals closed?
“Would you rather show a home and keep your fingers crossed, hoping that you don’t get sued by the buyers because some legal aspect was overlooked by the homeowners and the transaction didn’t get done…Which would you rather do?
“Do you see my point?” (Yes)
“Your idea sounds valid. It just doesn’t fit into today’s “lawsuit-happy” reality…I’m sorry. Are there any other questions I can answer before you sign the listing agreement?”
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Top Agent Alternative: “That may sound good, but then nobody is pushing your property. If nobody pushes it, nobody shows it. If nobody shows it, then I guess it won’t sell.” |
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13) “We don’t want to list at a price that will get it sold in a week.” |
I understand, however I’d rather turn down 10 offers than never get one…I’ll work with you to get the right price for your home. What about this one... |
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14) “We can always come down in price later.” |
“You’re right, and I think you need to take into account how homes get sold.” “You see, if we come out of the shoot with your home overpriced all of the agents that show properties will instantly write you off as non-motivated sellers…Can I explain what that means from an agent’s perspective?” (Sure) “The higher a price is on a property, the less a seller needs to sell it…at least that’s what the agents believe…purely from their past experience… “Now, a non-motivated seller means, that even if you come down in price later, two things will happen. Most agents won’t even realize your home has been reduced. Now, you might say, can’t we send them a flyer telling them that it’s been reduced? “Yes, we could send everyone a flyer telling them that the prices have been reduced, but agents get 500 flyers a week and there is a good chance it will go unnoticed. If they see that you had the home priced real high in the beginning that will tell them that you were kind of unrealistic when we listed the property, meaning that you didn’t believe that what I was saying was true… “All agents interpret this as trouble when it comes to getting the deal closed.” “Do you understand why? If we price it to sell right from the beginning, our odds of getting agents to show it are much higher.”
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Top Agent Alternative: “By that time the buyer for your home will have bought another. Do you want to lose that buyer?” |
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15) “We aren’t quite ready yet, we need to finish a couple of projects around the house before we put it on the market.” |
I would say…”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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Top Agent Alternative: “Great! Why don’t we complete the paperwork now and while you are doing your projects I’ll get the flyer done and paperwork processed so when you are ready I will be ready too! We’ll show it in 2 weeks.” “How much money will you spend on those? You’ll probably not make that money back. Let’s just sell as is and save you the time and money okay?” |
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16) “Will you cut your commissions, other agents will?” |
“You know, you’re right, there are a lot of desperate agents out there and I’m a little concerned…can I tell you why?” (Yes) “Do you own anything more valuable than this home?” (No) “Could you say that it is your most valuable possession?” (Yes) “If an agent is so desperate that they are willing to broadcast the fact that they don’t think they have any value as a Realtor, then I’m confused. “Is that the type of person you want sitting across from the negotiating table trying to negotiate you a better price? “We are talking about a person who has already admitted that he or she doesn’t even see value in himself or herself...” “Is that the type of person you want to represent you in the most valuable transaction of your life?” (No
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Top Agent Alternative: “They may feel they are worthless. If they will reduce their price at the listing table, what will they do at the negotiating table? I will be tough and professional on both my fee and your price, particularly at the negotiating table.”
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Top Agent Alternative: “Commissions aren’t negotiable with agents that sell homes daily. They are only negotiable with realtors who don’t believe in the services that they offer. Now you told me you had to be gone in 90 days, right? You need a strong service agent that sells homes, right?” |
