This Is FREE ONLINE REAL ESTATE COACHING TO LIST FSBO Homes.
Remember, this is a numbers game. If you don't call, you don't get in the door. If you don't know basic sales skills you can blow it once you get in the door.
The more you call the better you get at it. Preparation and experience win the day.In the beginning of my two years of working FSBO's I only set one appointment per calling session, of one to two hours on the phone. That was one appointment per 10 to 20 calls. That was two years ago.
These days I get one appointment out of every 2 or three calls. You can do the same!
These Days.... I get in the door about 50% of the time when I get a live person, and 25% of the time when I get an answering machine. Last time I set a group of appointments, I listed four out of six once I got in the door. That was almost painful (listing four homes in one weekend!)
These Days... I don't call so many at once. I only set a couple appointments per week. I spread them out so I can give better service.
Some people can 'self teach via the printed word'. This web site is for you! On the other hand, some do better with a live coach and more concrete examples. If that is you, and you want more info, a faster start, a live coach, or you want to get your own complete sample FSBO listing kit and coaching materials or a coaching call, visit www.Fsbo-List.com
It makes no difference if they say they are not gonna list on the call. What matters MOST is that you approach the CALL and APPOINTMENT with the right mindset.
What matters is that you meet the seller, make a friend, and get PERMISSION to tell them how this all really works, and then offer to sell their house for free (in so many words, and more than that or they will throw you out). I take about 10 minutes to tell this story once I get them prepped. Prepping them takes about 10 minutes. It's called TAKING THE TOUR : )
Techniques Taught at FsboKiller.com Include: CREATING MOMENTUM, NEED ASSESSMENT, GETTING AGREEMENT, CLOSING FOR APPOINTMENT, MINIMIZING OR DEFLECTING OBJECTIONS, ASSUMED SALE, ALTERNATE CHOICE, FINDING PAIN and PLEASURE, as well as Probing, Cushioning, and more.
What Follows is a Loose Collection of Comments on various sales techniques. These examples are FREE ONLINE REAL ESTATE COACHING FOR REALTORS.
Perfecting the techniques can be learned from practice, with a realtor coach, or from live coaching plans offered elsewhere online such as www.fsbo-list.com. But first you have to have the right mind set.
NEED ASSESSMENT: Either they need you, and you can help them, or not. There is only one way to find out - get in the door!
FIRST THINGS FIRST ! YOU are selling a BELIEF. And you can only sell one thing at a time. Many people will tell you that the first thing to sell is, "YOURSELF". People do business with Realtors whom they like. I agree, to a point, but I have another BIG PICTURE take on this. What we are REALLY selling is the belief that we can help. After that we sell ourselves as trustworthy, caring and competent. The next thing we are really selling is "Happy Endings". I have found that real estate is "NOT ABOUT THE HOUSE". And it is almost never about the thing clients think it is about. That's why they need us. Intelligent folk can sometimes sell their own house for a good price. At least, they can handle their side of the transaction. Some can even help buyers with mechanics of the deal. But because they are involved, not objective, they rarely see the whole picture well enough to relate their home to the buyer's happy ending in enough ways to close a sale for as much money as we can get.
You can best reach FSBO sellers by making a friend or BUILDING RAPPORT. Then you simplify their world for them, help them clarify their goals, find their PAIN AND PLEASURE. Then you connect your services to their desired Happy Ending. In this way you can see that Real Estate is about people's dreams and desires. More to the point, it is about how a particular home sale or purchase fits in to to those dreams and desires (PLEASURE). Said another way, people don't buy houses, they buy dreams (or pay to make nightmares come to an end?)(PAIN).
BUT FIRST YOU HAVE TO GET IN THE DOOR! IDEALLY, THE CALL CLOSES FOR THE APPOINTMENT - ONLY. YOU CREATE VALUE BY OFFERING THE PLEASURE OF BRINGING BUYERS. YOU MIGHT EVEN BE ABLE TO SELL THEIR HOUSE FOR FREE IF ONLY YOU KNEW ENOIGH ABOUT THE HOUSE TO BRING THE RIGHT BUYER. Once in the door you will need more skills and techniques, but this PROMISE OF PLEASURE AND SUCCESS at no cost, is all you need to get in the door. It's all true! You might bring a buyer who would add the 3% buyer agent fee to a fair offer and thus the house would be sold without the seller paying a dime.
SALES RESISTANCE, MOMENTUM AND AGREEMENT. Everybody is naturally resistant to being sold. So I don't sell anything! I Help people. People usually like being helped : ) To break down sales resistance, my call script gets them to say YES several times right off the bat. THAT'S MOMENTUM. It is hard to say no when you are saying YES! Try it once you get the script...
MINIMIZING OR DEFLECTING OBJECTIONS: When you hear an objection you don't have to attack it. If you attack you prove their objection has power. You can MINIMIZE and DEFLECT by saying - I UNDERSTAND.... then ask a question that leads back to where you want the conversaton to go!!! See below.
THE PROBE: When somebody states an objection, you can attack it, or you can probe it. Probing is gentle, like poking a dog to find out if it is dead or just sleeping (LOL)... Sometimes an objection is really just a smokescreen and it has no power... Other times it is the real deal and you will have to minimize or blow it away. Ask, what do you mean? Is that important to you? Why?
MORE ON PAIN AND PLEASURE: As somebody once said, people are a lot like puppies. Puppies do what puppies want to do until PAIN AND PLEASURE cause them to change their mind. To train them, you have to offer pleasurable rewards for good behavior, and you have to create pain to set boundaries around behavior that must stop. Later, merely reminding or suggesting the pain or pleasure can steer the behavior. And so it is with people. But in this case we don't apply pain, or pleasure, we find out what ideas cause pain or pleasure for the prospect and then show how our services eliminate pain and produce the desired outcome.
So "Discovering the pain and pleasure" mean, in the sales context, finding your client's or prospects motivations. There is usually something that needs to be avoided and something that is desired. You have to PROBE For these. They won't usually tell you straight up, to a direct question, but if you ask the right questions, they will tell you. If you can find the real reason somebody is selling, you can help them get there. You can indicate understanding, empathize, explain why your services will help meet that need, and offer them complete, focused satisfaction in your close.
EXAMPLE - FSBO's usually think they owe too much money to use a Realtor(PAIN), or that Realtors cost too much(PAIN). If we can bypass that, even agreeing that this might be possible, in some cases, but that in others we can get people to pay more for a house than they will pay an owner (PLEASURE).
Example... When you reveal on the call that you are a Realtor....
R=Realtor and P=prospect (THIS IS NOT THE WHOLE SCRIPT JUST A PIECE OF IT)
(R) ARE YOU THE OWNER? (THE FIRST YES IS HUGE = BREAKING RESISTANCE)
(S) YES
(R) IS THE HOUSE STILL FOR SALE (YES = AGREEMENT AND MOMENTUM)
(S) YES...
(R) I WAS WONDERING, IF ONE OF MY BUYERS WOULD MAKE A FAIR OFFER FOR YOUR HOUSE WOULD THAT BE OK WITH YOU? (YES=MOMENTUM and AGREEMENT)
(P) ARE YOU A REALTOR?
(R) YES I AM A TOP PRODUCER IN OUR AREA (Proudly) (DEFLECTING OBJECTIONS)
(P)WELL WE DON'T WANT A REALTOR.
(R) I understand. (MINIMIZING - DEFLECTING) Can you tell me how you made that decision? (PROBE)(Sometimes they fold right here and just say - we don't know any Realtors. Ha !)
(P) WE WANT ALL THE MONEY (PLEASURE) SO WE DONT HAVE TO SHARE (PAIN) WITH A REALTOR.
(R) I understand, (deflect) that's a normal feeling (cushioning) and it might be true in some cases (cushioning). But in others, we are able to sell your house for free (PLEASURE) and even put more money in your pocket (PLEASURE) even after you pay a fair commission. If I could really do that for you, would you want to know more? (PROBE) (((CLASS NOTE: IF we get them an extra 6% for their house, with our marketing plan, and we charge 6% commission, then our services were free to them)))
Whatever they come back with, you can agree -
(R) YOU MAY BE RIGHT - (but if they leave the door the least bit open, then get agreement..)
(NIBBLE), "If it REALLY worked that way, would that be a good thing?")
COMBINED 'ASSUMED SALE' AND 'ALTERNATE CHOICES' CLOSE
At this point, (see end of last paragraph) Don't Ask for appointment to show them how it works - Declare that you would be glad to explain further. (ASSUMED SALE CLOSE)
I would be glad to explain further. There is no cost or obligation. Maybe we can help each other or maybe we cannot. It does not hurt to find out. I have some time Tuesday or Thursday - which is better for you? Morning or Evening? 5 PM or 7 PM ? (ALTERNATE CHOICES)
...............
Example #2 - if the conversation goes well, continue after you close for an appointment.... I DID THIS MORE IN THE EARLY DAYS BUT ALMOST NEVER - THESE DAYS... I ONLY WANT TO CLOSE FOR THE APPOINTMENT. I TAKE MY CHANCES ONCE IN THE DOOR AS TO WHETHER OR NOT ALL DECISION MAKERS WILL BE PRESENT, etc (they usually are and the seller usually knows, in his or her heart, what this is all about).
(R) I hope you don't mind if I ask (cushioning) but I was wondering (cushioning again), why did you decide to move this year instead of last? (PROBING MOTIVATION)
(P) Well, my husband's father died and he needs to live closer to his mother. (or Wife transferred for work and she makes really good money as a fashion designer... etc)
(R) Oh, I am sorry to hear that (empathy) Life throws us some curve balls once in a while doesn't it? (relating - opening her up) I am sorry for his loss (empathy) Now, I wonder how the rest of the family feels about that? About living near his mother? (PROBING HOW SHE FEELS ABOUT IT)
(P) Oh, I have always wanted to live in california (PLEASURE)
OR (P) I will really miss my family here... (PAIN)
(R) I understand (empathy). It's hard isn't it, when duty calls like this? (Relating Compassion) Why do you like California (PROBE AND REINFORCE CALIFORNIA PLEASURE) So, you would like to get to CALIFORNIA, and get top dollar for your house ? (PLEASURE)
OR (R) Yes, moving away from family is hard. Would it be helpful if you could at least get top dollar for your house?
(P) Yes, that will make it easier to bear.
(R) When is this move supposed to happen?
(P) Next Month.
(R) Would you like to move with your husband or join him later? (PROBING FOR PAIN of delay)
(P) I know it takes a while to sell a house in our price range(PAIN), so I will plan on joining him in a few months.(PLEASURE) I hope it does not take longer than that (PAIN)
(R) Well, I think I can help you with that. What if I had a program that would help you get top dollar (PLEASURE) for your house, and let you join your husband in CALIFORNIA (PLEASURE) in less than 3 months(PLEASURE), and what if that plan would not cost you (PLEASURE) any more than if you sold your house yourself (PAIN)?
(P) How can you do that? (BINGO)
(R) I would like to explain in some detail. My program is pretty special. I have some time Monday or Wednesday, which is best for you? Morning or Evening ?? ETC.
(P) I told you I was not going to list.
(R) I understand. You don't have to list if you don't want to. If I can sell your house for a buyer agent fee that is added to your bottom line, than everybody wins, right?
(P) Well I guess so
(R) So would Monday or Wednesday be better for you? (ALTERNATE CHOICE) Morning or Afternoon (ALT CHOICE).
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