RISMedia's Real Estate Magazine

JUL 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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90 July 2019 RISMedia's REAL ESTATE But 75 percent of all open house attendees don't get a follow-up from the agent that's sitting the open. This proves the point of one of my favorite quotes: "Oppor- tunities aren't lost; they go to someone else." The goal is to convert these open house leads by adding tre- mendous value. When you show and communicate value, you will get hired. Follow this proven, easy- to-implement strategy to make your next open house the most produc- tive and profitable 2 - 3 hours of your week. 1. CHOOSE THE RIGHT HOUSE. It all starts with choosing the right house at the right price point. You have to be sitting at a move- up house where attendees will have a house to sell. Choose the right house based on market conditions—one where there's pent-up demand and low inven - tory, and where all the buyers will show up. 2. DRIVE TRAFFIC. In addition to posting and boosting an open house ad on Facebook to move- up communities, send out post- cards and call to personally invite the neighbors to a private, neigh- bors-only open house. Additionally, send out emails to your entire sphere of influence and invite them or someone they know. 3. MINIMIZE THE SIGN-IN SHEET. We all know that some open house attend - ees don't want to give you their name or contact information. And let's face it, it's virtually im- possible to add value to this new potential client in the first 15 sec- onds you meet and greet them at the door. Instead, watch body language and gauge emotions to get through the "registration process" of obtaining their infor- mation. It's easy, and here's the solution: When they first come in, simply state that "obviously I'm going to need your information; you're in someone else's home." Then, if necessary, add, "Don't worry; I'm not going to call you. I don't call people who don't want to be called." 4. ADD TREMENDOUS VALUE. Once you move them past the sign-in sheet, you can start giving the tour of the house. Ask where they're going and when they want to be there, as well as if they're selling their current home—and what stage of the process they're in. Offer your ability to help them save time and money by having you at their home now, and let them know that you have pre- approved buyers that their home may be a perfect fit for. 5. USE A HOMEBUYER GUIDE OR PACKET. Communicating your value isn't only what you say, but also the visual and printed mate - rials you provide. Your exclusive homebuyer guide or packet will set you apart from other agents. Include all the steps in the pro- cess, as well as mortgage, title, insurance and home warranty in- formation, in addition to informa- tion about what you do differently. 6. TIE DOWN AN APPOINTMENT. Appointments drive sales; there- fore, you have to fill your sched- ule with appointments, or you won't sell or list a home. Ask for the appointment right then at the open house. You can say, "What's better for you: Thurs- day at 5 or Saturday at 10?" You have a 90 percent higher success rate when asking for the appointment in-person right then. RE For a free copy of my exclusive webinar, "Make $50K at Your Next Open House," visit https://pages.services/ sherrijohnsoncoaching.com/rismedia-request/. Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. With 20 years of experience in real estate, Johnson offers coaching, consulting and keynotes, and is a national speaker for the Homes.com Secrets of Top Selling Agents tour. For more information, please contact coaching@sherrijohnson.com or 844-989-2600 (toll-free) or visit www.sherrijohnson.com. How to Make $50K (or More) at Your Next Open House by Sherri Johnson T here are many ways to generate leads in real estate, including on and offline methods. However, there's one method that has stood the test of time and continues to deliver, if done properly, and that's the open house. When done strategically, amazing results occur, including obtaining listing appointments from attendees.

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