Ben Kinney's Listing Presentation

Signs and Flyers: According to the National Association of Realtors said that 15% of homes were sold becausee of on sight advertizing and flyers. Now we have a variety of stratagies that we maximize the amount of phone calls and inquiries that we get from signage. Additionally, we have several other stratagies that we can use such as I have a sign that says:

"buy this home and I will sell yours for free" what this does is this takes sellers who don't think they have enough equity and don't want to pay a commission and get them to call me and let me show them that they can indeed purchase this home and rent theirs out to make some extra money, wait to sell it, or I will sell their home for free as well to help you get your property sold. Isn't that a cool strategy?

Real estate agents sell 35% of homes, so 35% of homes sell because an agent like me says we should take a look at this home for you and your family. In order to continue this 1 in 3 sale we have to continue to market to other agents by:

1~Electronic flyers 2~Paper flyers 3~Virtual Tours 4~Realtor and office meetings 5~Consistant Communications

Well know within the first 30 days if your property is priced right because we'll have offers on the property. (Scale of 1-4 and what happens with each with percentages)

1~Priced right=Offers 2~Showings and no offers=4-6% off 3~Low showings 6-12% off 4~Drive by's only=12% +off

Search Engines: Google, yahoo, Bing, MSN- Using Google as an example, the organic google search results are where a system happens that you don't have to know about, its called Search Engine Authorizations in order to deside what results get pulled up first. So what I do is go in and make sure that your property is going to come up first. Now, what I ask my clients is if you were to go and look for a home like yours what would you search for?:

2 bed, 2 bth, in AZ(Ex)--- and if someone were to type that into the Google browser, your home would be the one that pops up as the result. And if you ever think of another phrase or description that you want me to add to have your property come up in the search, just shoot me an email and Ill add it!

Ex: #3~ What do you charge? (Love this one)

Based on the marketing that I showed you that we offer, most people think that I charge more than most agents, but I only charge 3% to market your property, now what we have to figure out is how much you want to pay a coroporating agent to encourage them to show your property: we can stick with 3% or some of my clients want to offer more to encourage more showings 3.5, 4% Ive even had some clients want to do 4-5% to make sure their home had as many showings as possible.

Online marketing: 90% of buyers start their search online and nearly 37% of buyers first found their home that they purchased online. 86% realtors 5 ways to market your property online:

Broker websites, National Portals, Classified Sources, Search Engines, and Social Media

Alright, I want to talk to you about something... Commissions and Marketing Fees~ A common thought that most people think when they see all that we offer and our marketing strategy, is that I charge a lot more than the other agents. But I actually charge pretty much what everybody else does. (Examples)

Ex: #1~ Lets pretend I have 6 dollar bills. Each dollar represents 1% and right off the bat 3 of those dollars go to the buyer's agent who buys your home, now were left with 3%. One of those dollar bills goes to my brokerage company that I work for, that leaves me with two percent and I invest about 1% into marketing your property. The remaining 1% is what I live on and I get paid for my time working on the sale of your home.

What to do before going into a presentation

Figure out what your brand is, determine what personality you're dealing with to determine how to go about the presentation.

I would like your best price on what my home is worth so I can see if you're in the ballpark as what other agents have told me...

I don't go to to listing presentaions with a CMA written on it, that's just a number that agents give you to get you to list with them. I would never give a price until I see the inside of a property and what condition its in, that's just ridiculous. Instead what I do is give you the 5-5-5, (Can just show them this) ---I take actual present listings of 5 properties that have been on the market for how many days, 5 solds, and 5 expired, than give them to them and say, I have a number in my mind but before I tell you I want your opinion of a reasonable price to get your home sold within the least amount of time.

I have two friends that sold their home as FSBO's very quickly at top dollar. Why not just save the money an do it myself?...

Some people are lucky to sell their home on their own and I don't know when they sold it or what kind of market they are/were in but let me give you the stats today. The National Association of Realtors says that of the people who have tried to sell their home on their own, 86% of them eventually had to list with a realtor like me. Which means only 14% of them were able to sell their home successfully by themselves. Of that 14% of people who sold their homes by themselves 50% of them sold their home to someone they already knew.

Now______, do you know of anyone who wants to buy your home right now? (State the stats)

Of the 7% who successfully sold their home to someone they didn't know, the ended up selling their home for 10-12% less than what their home was worth, and if it were marketed by a professional like me. So, if you're paying about 6% to get your property listed and sold, you essentially making 4-6% on your home when listing with me.

Other There is also a 3% of buyers that weren't clear about where they found their home to purchase and this is why we do all of the above, virtual tours, pass out flyers, put on social media sites, communicate with other realtors, and all of the search engines, in order to cover all aspects of how that 3% may want to find their home. (Print)

Print This is stuff like newspapers, and magazines. This makes up about 3% of home sales. A lot of unsuccessful agent spend up to 80-100% of their marketing budget in print. We will showcase your home in _________ brochure in AZ. Now ______, I just went through a lot of information. Is there anything that another agent has said that they would do that I for some reason forgot to mention? Can you think of anything? Do you think this is a good strategy to get your property sold?

I'm an expert of marketing properties. The National Association of Realtors took a survey and asked our of all the people who bought a home last year, where did you first find your home?

Real estate agents sell 35% of homes, so 35% of homes sell because an agent like me says we should take a look at this home for you and your family.

This is based on national statistics. (What happens after the first 30 days on market)?

So after 30 days I would like to sit down with you and discuss at that point what our marketing stratagy is going to be depending on our outcome.

You said you're a faily new real estate agent. Why would I hire you instead of somebody who has been doing this for 20 years?...

Someone who has been doing this for 20 some odd years probably doesn't have the marketing strategies that I have. They are set in their own ways of doing things that might not work as well today in a social media, web based, market to get your home sold in the fastest amount of time.

It seems like homes are selling fast. I don't want to list my home until I find my new home...

When you find a property you want to buy a lot of times it costs more than what you can afford without the sale of your current home. What I want to do is list your property and find a buyer for it, than i can write a contingency offer stating that the sale will only be final when you find a home to purchase. Than you and I will go out and find the perfect home for you and your family and if some reason you don't we can postpone the closing or cancel it. Does that work for you? We'll make sure that you have another home before you sell yours so your family doesn't have to be homeless.

Listing Presentation Objections~ I want to wait to sell my home until the market gets better:

You know what Ive found is a lot of times the price that I could sell your home for today, is often greater than what I could sell your home in a couple of months because of forclosures, and homes being sold for less, new homes going up... I also understand that you want to sell your home for a little more, now when you sell your property are you potentially going to be buying something else? Is that property potentially going to cost a little more? So, what happens is that you want to wait to sell your property for a little more and everybody else is selling their homes at that time for a little more, so what youre saying is that youre willing to make a little more money on your home just to spend a little more for a home. The price that you sell your home for is not based on the value of your home but on interest rates.

My ____ is a real estate agent. I was thinking about going with them..

You know, working with family is never really a great idea. You can't fire them once you hire them, it will make so and so upset/ruin the relationship, can't have the most real conversation with them like you can with me. You can tell me anything and we'll address it, you're not going to hurt my feelings. There's also a lot of financial information that gets exposed when going through this process and most people don't like closse relationships like this to know all of that personal information. I have a great alternative where your ____ can actually make more money me. Let me market your propery, you've already said that this is the best marketing plan that you've seen. Ill give your ________ a call and tell him that you decided to list with me, and he can still bring a buyer, when he brings a buyer he'll get paid the whole 3% and won't have to be spending all the money I am on marketing your property.

I will always be in constant communication and with your permission honest, uncut communication/feedback. For instance: (feedback/honesty)

if I get feedback that your house doesnt smell good, from an agent, I want your permission to tell you openly.

I have another agent I want to interview before making my decision...

I know that you already have a interview scheduled with _______, but I just want to be honest with you and say that throughout this whole presentation, you seemed inpressed with the marketing stategy, and you said that you felt confident that I can get your property sold for the most amount of money in the least amount of time. What I want to do is, I want to give ______ a call and tell him/her that you decided to list with me and that he doesn't need to take that time away from his family and you wont have to sit through and listen to another dumb listing presentation. Let me get your property marketed and sold and I will personally send _______all the information so that he can get the first shot to find a buyer and get the buyer's commission, which is actually higher than the listing commission because Im investing a part of my money into marketing your property. Would it be okay if I helped him not take the time away from his family?

Example #2 with another agent who is willing to market and list it for 5% and what he's going to do with extra lonely % he has left.

I know you were talking to another agent who wasn't quite as good marketing himself and offered to sell your home for 5%. Now, we know he has to pay 3% to the buyer's agent or other agents arent going to want to show his property if he does less. Than that leaves him with 2%. We know he has to pay 1% to his broker, so hes left with 1%, let me ask you with that 1% that's left what out of the two choices do you think he's going to do with that last %? Take that home to his family or market your propery?

Social Media: FB, Flickr, Youtube, Twitter, Linkedin- I know a lot of people go to these places, so what were going to do is create pages, links, and pictures to get your property marketed on these sites in order to get it in front of as many people as possible. What Im going to ask of you is, are you a member of any of these sites here?

If I give you a link to your property would you mind putting it on your page and saying hey I listed my house with Brittany Ford and heres a link to view it? Okay great, so this way we can work together to help get your property sold for the most amount of money.

After showing them the 5-5-5 and they come up with an unreal #, you can ask:

If they come up with an unreal #, ask them what one of those homes supports their idea. Say: Because when we sell your home, most people are going to be buying with a loan and you're going to have to get an appraisal and if that appraisal comes in low, were going to have to cancel the contract and I don't want to put you and your family through that. Find me a property that supports that...

You have to think of it as a diamond.(Analogy of Pawn shop and diamond dealer)

If you were to go sell a diamond and you go to sell it at a pawn shop or a dealer at a mall... where do you think you would get the most money? Where someone is looking solely for diamonds and looking for quality. Now one last thing I have to warn you about is out of the real estate lawsuits in the United States, 75% of them resulted from an unrepresented seller.

Now, we have this program called 5-5-5 and after this presentation when you have decided that Im the right person to sell your home, we will go through a 5-5-5. What this is, is:

Im going to show you 5 pendings, 5 for sales, and 5 solds in your area, that are comparable to your property.

Just from this information of the 5-5-5, were going to get to see what the high, low, and the right price is for your home in order to get it sold. (Pageant)

In todays market, were in a house beauty pageant. We have to be the prettiest house for the best price!

Now, Im going to ask you this a couple more times....

Is there any agent that you have spoken to that has told you that they would do something else online to get your home sold that for some reason I forgot to say?

Im going to make sure we have a great online tour, great re-touched pictures, Im going to do the best I can to entice everyone to want to come to see the inside of the home for themselves. (greater chance for an offer)

Its that greater of a chance that if you get a buyer into your home to see it, we have a better chance of them writing an offer.

What to say at least 3X during the presentation:

Looking back at these things what was the reason your home didn't sell before?

Classified Sources: Craigslist, oodle, kijiji and you know what the funniest assumption is about Craigslist? Most people think you have to have a credit score of under 400 to shop on it. This is not true, we sell a million dollars houses on Craigslist. (Most agents will:)

Most agents will offer this and will post your property on one of these sites and forget about it. What were going to do is update and repost your ad/listing on these sites every 48 hours, from the day I list your property until the day I sell it!

I talked to another agent with stats similar to you, but he is willing to list my home at 1% less. Will you match that?...

No

The 2nd thing is how it shows and how we communicate. How are we going to showcase your property? 10 yrs ago people would come to an agent and we would tell them, these are the 10 properties that Im going to show you today. (In today's world how this works)

Now, today the same thing happens only, those people come to me and tell me what 10 properties that Im going to show them. They decide what properties they want to see and they find them on the internet. We have to make sure that your property shows well, in person, and online.

National Portals: Zillow, realtor.com, trulia, ebay, google... as we know, when you go to one of these websites there are 25 products on each page and about 80 pages. The chances of your buyers taking a look at #25 let alone page 2 are very slim. So in order to get your property onto the top of these lists, you're going to need to hire a realtor that knows how to manipulate theses portals so that your listing comes up as fast as possible. (What/how to manipulate the sites)

Sometimes these are based on the number of pictures that are used, some are how often they are updated, and some require a higher monthly premium in order to get your property to come up quickly.

Begin with:

Thank you for giving me the opportunity to present this to you and for giving me the opportunity to show you what my team and I do differently to get your home sold the fastest and for the most amount of money.

I was thinking about listing with _______ because I see his/her signs everywhere...

That's what happens when you don't sell them that fast.

In my experience there are 3 things that will determine weather a property will sell: (!st Priced)

The first is how well it is priced. I would love to tell you that you get to dictate, you get to decide weather or not your home sells. But the market gets to determine what your house is priced at in order to sell.

Open Houses You can choose to do open houses in fact the National Association of Realtors states that 7% of homes were purchased because of an open house. What they don't say is that a large majority of those houses sold were new home developments, condos, and townhomes where there a lot of homes to choose from. ~Now, if you choose to do open houses I make a few requests, first that you lock away anything valuable, jewlery, medications, firearms, so there is no temptation for anyone to steal.~ (Similar to open houses except safer and less of a pain for the owner)

There's another program that we offer, this is a program that allows me to showcase your home, with virtual tours, pictures, measurements, and property information 24/7. What this does is it gives me the opportunity to only show qualified buyers your home

The #3 thing that determines if a property does or does not sell is how well its marketed. (Client in charge of how the home shows)

This is really the only thing that I can control. You determine weather your home does or doesn't show well and if you get your home inspected and so on. I get to control the marketing on the property.

I specialize in helping sellers sell who have had a resisted sell in the past. I help people who had an agent who they got frustrated with or people who tried to sell it on their own and couldn't. The number 1 complaint I get from sellers is they didn't like the marketing the other agent did and their other agent didn't communicate with them. (commitment)

What I want to commit to you is that I will communicate with you every week on a day and time of your choosing from day one until the day it sells. How does this sound to you? To make sure you know Im very serious, Im going to give you phone numbers and emails that you can contact me anytime of the day. (and in addition to that we also have this website that...showcase your prop, what Ive done for marketing, whos looking at it)

Closing Question-Ask for what you want:

What I want to do is get your property marketed and get it sold for the most amount of money in the fastest amount of time. Are you ready to get your home on the market today?

Company X claims they sell more in this neighborhood than all the other brokers combined. Why would I want to hire you

What that brokerage does is they take independant people and cram all their number together to make it look like they do a really good job in that area. The buyers don't contact the brokers they contact the agent. Sellers don't hire a brokerage, they hire an agent like me. You don't want to hire a successful brokerage, you want to hire a successful agent.

Another agent told me my home will sell for 300K, but you said you think we should list it at 260K. Why the difference?...

What we don't want to do is make your home like a bouncing ball rolling down the hill over time. What I want to do is market your property at the right price right away. What we see is that your property will get the most activity between the first 30-45 days that it's on the market. There is no reason to start high and have to continue to reduce the price. What we want to do is get a bunch of offers in at the same time and have them all competing for your home. Does that make sense to you?

Now in addition to that we also have flyers. Now, one of the things that is different about our flyers is that we don't give buyers the price of your property, because I want them to call me. I have a much better chance of getting them into your property if I can talk to them. (800# and what it entails)

What were going to do is have this 800# that they can call/text 24/hrs/day in order to hear or get a text back with all of the property information and than it automatically sends their # to me, so I can follow up with them and see if they have any questions as well, so we don't miss any at any time of any day.

What to say at least 3X during the presentation?

When we look at these five things to market your property, is there anything that another agent has mentioned that for some reason I forgot to mention?