What to Say and When to Say It… Magical Words that Work!

1. What to Say and When to Say It…Magical Words that Work! By Ken Hill

2. “What I do have is a very particular set of skills. Skills that I have acquired over a very long career…” Liam Neeson in the movie “Taken”

3. What is one characteristic that is essential for all successful agents to have? BIG CONFIDENCE Knowledge of what to say and when to say it is what provides that confidence.

4. Who thinks 2008 was tough? Question: What if 2009 is the same type of market? What can you do to get better?

5. There are two main areas we will focus on today. • Prospecting • Overcoming Objections

6. Prospecting

7. Call Around A Listing 1. Good Morning! This is ________ with Coldwell Banker Gundaker. The reason for my call is to let you know that we’ve just listed your neighbor’s home at __________ and I was wondering….who do you know that might like to live in the neighborhood? Terrific.

8. Call Around A Listing 2. Thanks so much for your time…by the way…in the course of marketing this property we may identify additional purchasers who are interested in living in your neighborhood. Who can you think of who might be interested in selling to a qualified buyer anytime in the next _______ months? Great.

9. Call Around A Sale • Hi…this is _________ with Coldwell Banker Gundaker. I just sold your neighbor’s home on ____________. 2. I am always looking for more people who want to buy or sell…and I was curious…do you have any plans on moving in the near future? Great!

10. Call Around A Sale 3. I’m curious, how long have you lived in this neighborhood? Really! 4. You’ve been here for a while…do you know anyone who’s considering selling their home? Terrific!

11. Call Around A Sale 5. So if you were to move…where would you move? That’s exciting! 6. Are you currently looking at properties? Would you like to? Great!

12. Call Around A Sale 7. What’s a realistic time frame if we found you a great home…to sell this one? 8. As you know…now is a great time…to put your home on the market. Absolutely.

13. Call Around A Sale 9. Let’s get together so you can see what it will sell for and how long it should take…okay? Perfect! 10. Which would be better for you…_______ or _______ at ________?

14. Open House • Good Morning! This is _______ with Coldwell Banker Gundaker. • The reason for my call is to let you know that I’ll be holding your neighbor’s home at _______ open this ______ from ______ until_____. Great.

15. Open House 3. I’d like to invite you to come by and see the property…and also to ask you …who do you know that might like to live in the neighborhood? Great. 4. Thank you for your time…and I hope that you’ll stop by on ________.

16. Open House 5. By the way… in the course of marketing this property we may identify additional purchasers who are interested in living in your neighborhood…who can you think of who might be interested in selling to a qualified buyer anytime in the next _______ month? Excellent.

17. Expired Listing Hi, I’m looking for _______ ... Hi ______... My name is ______with Coldwell Banker Gundaker…I’m sure you’ve figured out that your home is no longer on the market…and I was calling to see…

18. Expired Listing • When do you plan on interviewing the right agent for the job of selling your home? Terrific! 2. If you sold this home…where would you go next? That’s exciting!

19. Expired Listing 3. How soon do you want to be there? Ouch! 4. What do you think stopped your home from selling? Really! 5. How did you happen to pick the last agent you listed with? Interesting.

20. Expired Listing 6. What did the agent do that you liked best! Ouch 7. What do you think they should have done? Really! 8. What will you expect from the next agent you choose? Terrific!

21. Expired Listing 9. Have you already chosen another agent to work with? Excellent! 10. I would like to apply for the job of selling your home. Are you familiar with the techniques I use to sell homes? You’re not? Great!

22. Expired Listing 11. When would be the best time to show you ____ or _____ at _____? 12. M/M _____...at the end of 15-20 minutes…if what I say…does not make business sense…I will simply walk away and wish you the best…okay? Terrific.

23. Past Client/Center of Influence (Option #1) Hi…I’m looking for _____ ...Hi _____ this is ____ with Coldwell Banker Gundaker…how are you today? Terrific. • __________... Do you have a quick minute for me? Wonderful! 2. Today’s call is about business…OK? Great!

24. Past Client/Center of Influence (Option #1) 3. _______ I need your help…I have set a high goal this year to help____ families either buy a home…or sell a home… and I was wondering…who do you know that needs my help in the next 30-60 days? Excellent. 4. _____ I appreciate you taking the time to think about it!

25. Past Client/Center of Influence (Option #1) 5. Can you think of anyone in your (church group, family, neighborhood, office)…that may need my services at this time? Great! 6. Would you mind if I gave them a call? Wonderful!

26. Past Client/Center of Influence (Option #1) 7. By the way…when do you plan on moving? Terrific! 8. So…would you mind if I check in with you periodically to see if there’s anyone you know who is interested? Thank you.

27. Past Client/Center of Influence (Option #2) • Hi, this is ______ with Coldwell Banker Gundaker. How are you? Terrific! • ____ … I called because I wanted to ask you a favor…Do you have a minute? Thank you.

28. Past Client/Center of Influence (Option #2) 3. I’ve set an ambitious goal for myself to help _____ families either buy or sell a home this year…and as you know…referrals are the lifeline of my business. 4. _____can I ask you a question? Great!

29. Past Client/Center of Influence (Option #2) 5. Would you feel comfortable referring people to me as a real estate agent? Excellent! 6. Who do you know right now that is looking to buy or sell a home? Great!

30. Past Client/Center of Influence (Option #2) • What are their names and the best number for me to reach them? Super! • Statistics show that four to five people you know will be buying or selling a home this year. Did you know that? Interesting.

31. Past Client/Center of Influence (Option #2) 9. ____ moving forward, I know this obviously won’t be the main thing on your mind, so would you mind if I called every couple of months to check in with you? Terrific! 10. _____ … I want to thank you in advance for your help!

32. Qualifying

33. Qualifying the Buyer Appointment M/M ____ the property you are calling on is at ______. It has ___ bedrooms and ____baths and is listed at $ _____. It’s one of my newer properties and I am getting a lot of activity. Let me ask you a question. Are you currently working with an agent? Have you signed a Buyer Representation Agreement with an agent? (If no)…Great …I’m available this week between 3 and 6 to show it to you. What would work for you…___ or ___ at ___?

34. Qualifying the Buyer Appointment • How long have you been looking for a home? Great. • Where are you moving from? Terrific. • Have you seen any homes that interested you? Interesting.

35. Qualifying the Buyer Appointment • Have you made any written offer on any homes? I see. (If yes)…Tell me what happened. • Describe the home you’d like to buy? Terrific! • Describe the community where you want to live? Sounds great.

36. Qualifying the Buyer Appointment 7. What price range are you looking at? Good for you. 8. What areas have you considered? Great. 9. How much of a down payment are you looking to invest? Good.

37. Qualifying the Buyer Appointment 10. Have you met with a lender? Terrific. (If yes)…Terrific, who are you working with? Interesting. What did they tell you? Excellent. Do you have a pre-approval letter? (If no)…I work with Coldwell Banker Home Loans.

38. Qualifying the Buyer Appointment 11. Would you be offended if they could offer you a lower rate and/or cost? Great. 12. We can have you pre-approved for a mortgage in about 20-30 minutes over the phone. Would you like the number, or shall I have a mortgage counselor give you a call? OK.

39. Qualifying the Buyer Appointment 13. Will you need to sell an existing home…to buy a new home? I see. 14. Tell me again..why did you decide to…buy a new home? Great.

40. Qualifying the Buyer Appointment 15. I’d love to help you buy a home…are you aware it could take 1 to 2 months in this market to buy a home…and move in? Interesting. 16. So…my question is, do you have to be in your new home at that time or do you want to start the process then? Great.

41. Qualifying the Buyer Appointment 17. If I can show you the perfect home…are you prepared to move forward and make an offer? Terrific. 18. When would be the best time for us to get together and start the process… ______ or _____ at _____? Excellent!

42. Qualifying the Buyer Appointment 19. Do you have any questions before our appointment? Great. 20. I look forward to meeting with you on________.

43. Listings

44. X-Rays of the market (current CMA) indicate the property is worth from $250,000 - $260,000. • Given the above, who will net more money: A. The seller priced at $258,000 or B. The seller priced at $248,000

45. 3. Why do most real estate agents agree that “Seller B” will NET more money? Answer: “Seller B” has more WOW thus will get more showings and buyers/agents will perceive it won’t last long and they need to act NOW.

46. Another Agent Said They Could Get More • May I tell you why that bothers me? • An agent that will…list your property…overpriced…assumes that they can take the listing now…and then start beating you up on the price…week after week…after week.

47. Another Agent Said They Could Get More 3. Is that what you want? 4. What makes matters worse…they will eventually recommend the price that I am recommending today.

48. Another Agent Said They Could Get More 5. M/M ____, they are afraid to tell you the truth…up front…you do want the truth…don’t you? Of course you do. All we need to do now is simply sign the contract.

49. The Other Agent Said They Would Cut Their Fee. • M/M ____, Do you know why that makes me nervous? • Any agent…who can’t even negotiate their fee…how strong will they be in defending your equity?

50. The Other Agent Said They Would Cut Their Fee. 3. M/M _____, once I list your home…I will treat your equity as though it were my own… That is what you want…isn’t it? Terrific. 4. All we need to do now is…simply sign the contract.