RISMedia's Real Estate Magazine

MAY 2016

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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RISMedia's REAL ESTATE May 2016 47 {Basic Training} There are three phases to every list- ing. When you follow them, your abil- ity to fnd, win and close more list- ings grows. Phase 1: Before Before you get a listing, you have to perform tasks that produce list- ing appointments. As agents, we like to talk about our sales and our contracts, but we should really focus on the activities that produce those sales. Prospect There are no shortcuts to success. Spend one to three hours every day prospecting, and be sure to track everything. Our systems track dials, conversations, messages and ap- pointments. A sale is always a num- bers game, and when you know your numbers, you know exactly what it's going to take to achieve your goals. There are a lot of ways to fnd list- ings, including, but not limited to: 8 Working your sphere of infuence 8 Geographic farming 8 Online lead-generation systems 8 Direct mail 8 Door knocking 8 Open houses 8 New construction 8 Divorce and probate attorneys In the end, it boils down to one fact: Leads are not the issue. The ques- tion is, what are you willing to do? Pre-Listing Package Terri Murphy, top producer, speaker and author, says a pre-listing pack- age is like the Opening Ceremony of the Olympic Games; it's the precur- sor to a winning listing appointment. Your pre-listing package can be deliv- ered via mail or video, or both. What matters most is that your prospec- tive client is fully engaged and sold on you and your services before you ever get there. Phase 2: During Listing Presentation Your listing presentation should start by asking whether the prospective client has any questions about the pre-listing package. It's also important to share what makes you different and unique. Use stats and real numbers that set you apart from the masses. Cleve Gaddis, of Gaddis Partners, RE/MAX Center and a Workman Suc- cess Systems coach, shows how he sells homes 40 percent faster and for 2.4 percent more than agents on the MLS. Not only are his numbers powerful, they justify his listing com- mission, negotiation skills and mar- keting ability. Next, walk the home and allow the seller to tell you what they love about the space and what they feel should be fxed before it goes on the mar- ket. This is their chance to sell you on the home so that you can share their enthusiasm as you sell it to oth- ers. They need to know that you love the home as much as they do. Once you've walked the home, ask and answer questions, then fll out the paperwork. After the appointment, send a handwritten thank-you card, whether they list or not. Show that you ap- preciate the opportunity to represent them. Phase 3: After The bottom line is that you can list more. The market hasn't stopped; it just requires a higher level of dedi- cation and focus on the right activi- ties. Paying attention to these key points will pay big dividends as you win more listings, close more buyer sides and build a referral business of raving fans. RE Verl Workman is the founder and CEO of Workman Success Systems (385-282-7112), an international speaking, consulting and coaching company that specializes in performance coaching and building successful power agents and teams. Sign up today for a free business consult with Verl by sending an email to coach@verlworkman.com. To hire Verl to speak at your next event, email events@verlworkman.com. The Ultimate Listing Strategy by Verl Workman M any top performers will tell you that one of the keys to their success is their ability to control and dominate listings. We teach our coaching clients that each listing should result in 1.5 buyer-side transactions, so every time you list a home, you should close 2.5 real estate sides.

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