Transcript You? - FTP Directory Listing

Why Should I List with You?
How to Demonstrate Your Value Using the
New Weichert Listing Presentation
The Objectives of Today’s Workshop
 Review key sales techniques that will help you tell your
value story and present an effective marketing plan.
 Explore how using the key sales techniques and the
new marketing plan will help you secure more business.
 Practice delivering the Weichert Listing Presentation
and applying the key sales techniques.
What are the objectives of the
Weichert Listing Process?
 Get to know the client.
 Get to know the home.
 Explain the customized marketing plan for
the home.
 Share the value of you and Weichert!
 Discuss and agree on price.
 Secure the listing.
Examining our Full Sales Process
 Why do we do Getting to Know You versus getting to
the Listing agreement?
 Why do we do a customized Listing Presentation
versus a canned proposal?
 Why do we do a Price Trend Analysis versus pulling
comps or doing a “CMA?”
The Weichert Sales Process
 The value story for working with YOU and Weichert is
embedded within our sales process.
 It allows you to:
– Personally, emotionally connect with your client
– Build trust
– Demonstrate your value
– Show how you’re DIFFERENT
– Show why you’re worth it
Demonstrate Your Value FIRST
Proving your worth is as easy as 1, 2, 3:
 Step 1: Get to Know Your Sellers and their Home
 Step 2: Share the Weichert Value Story
(use the customized marketing plan)
 Step 3: Present the Price Trend Analysis
First Things First
Which is typically perceived as a better
service model?
A. Standard and Generic
B. Personalized and Customized
The correct answer is B
Step 1: Getting to Know You and Your Home
Sellers Think: Do I like you? Do I trust you?
You’re using the “Getting to Know You” tool
to:
 Build rapport
 Demonstrate your professionalism
 Show sincere interest in the sellers
 Learn about the sellers and their home
 Separate yourself from the competition
First Visit: Getting to Know You and Your Home
1. Establish rapport
2. Take the lead and set the agenda
3. Uncover needs and priorities
4. Get to know the home
5. Close and confirm 2nd appointment
• Distribute and review the Getting Know You Checklist
• Play video segment #1
Getting to Know You and Your Home
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What did you see Ann do well?
What would you do differently?
Which steps did she follow?
How is the first step critical to the Weichert Listing
Process?
Second Visit: Share the Weichert Value Story
Sellers Think: Are you competent? Can you represent me? Can you
bring me buyers? Will you work hard for me?
You’re using the Weichert Listing Presentation to:
 Demonstrate value
 Show you have a plan
 Express your commitment
 Gain their confidence
The Weichert Difference . . .
Six Distinct Advantages
Second Visit: The Listing Presentation
1. Continue to build the relationship
2. Open and preparation
3. Uncover needs and engage the client
4. Provide value and service
5. Close
• Distribute and review the Weichert Listing Presentation Checklist
• Show video segment #2
The Weichert Listing Presentation
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What did you see Ann do well?
What would you do differently?
Which steps did she follow?
Did Ann demonstrate the value of working with her
and Weichert?
Refresher of Key Sales Techniques
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Value Statements
Differentiate Yourself
Engage the Seller
Defer Technique
Closing and Getting to Yes
These skills are critical to presenting an effective
marketing plan and securing the business.
“Mr. and Mrs. Seller, did you know that
Weichert.com receives over 100,000
hits per day?”
Mr. and Mrs. Seller are probably thinking
“So what.”
Refresher Create Value Statements
 Statements that contain a feature or fact
 Statements that contain a benefit or meaning to the
client
Do you remember
 Use bridges to connect the two
any value
– This means that . . .
statements that
Ann used?
– What this means for you is . . .
– With this you get . . .
– Because of this, you will be able to . . .
Example Value Statement
Feature
Bridge
When buyers search This means . . .
online, we have the
ability to directly
connect them to a
sales associate like
me.
Benefit
Our response time to
interested buyers is
minutes compared to
days, getting more
buyers previewing your
property sooner.
“Mr. and Mrs. Seller, you should list your
home with me.”
Mr. and Mrs. Seller are probably thinking
“Why should I?”
How Can You Differentiate Yourself ?
When your clients view YOU as being:
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Unique
Knowledgeable
Thoughtful
Organized
Professional
You gain their trust and build rapport.
Sales Technique: Differentiate Yourself
 How you position the information changes
everything:
– “I’ve prepared a customized Marketing Plan for
you.”
– “Weichert Lead Network is an exclusive system
we’ve developed . . .”
– “Our Price trend Analysis is unique in the industry.
Let me show you . . .”
– “At Weichert we do things differently. Here’s
something you may find of interest . . .”
Who here has ever been the recipient of a
canned presentation or scripted telephone
call?
How did that feel?
Sales Technique – Engage!
 Ask the sellers questions to engage and involve them in
the selling process. They will often sell themselves.
 Bring the seller’s wants and needs into the value story –
find ways to personalize the story to reflect what they’re
looking for.
 Ask. Listen. Summarize.
Examples of the Engage Technique
 “You told me that ___ was important to you, right?
Here’s where we address this.”
 “What’s most important to you in this move you’re
making?”
 “Does it surprise you to know that the NY Times
online subscriptions outnumber the print
subscriptions?”
So if I told you that following the process
covered in class today would guarantee your
ability to secure every listing at full
commission, would you be interested?
Sales Technique – Getting to Yes!
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“Is this a service you would want?”
“Would you find this of value?”
“Does this work for you?”
“Is this helpful?”
Do you remember
any examples that
Ann used?
What do you do/say when…
The seller keeps asking about price and
commission?
Sales Technique: Defer
Seller: “Before you come over, I just want you to know
that Brand X will do it for 5% so if you’re higher, don’t
bother.”
You: “I understand. We can discuss that when we meet
on Thursday. We’re set for 4 o’clock, right?”
Why is the Value Story so Critical?
 You distinguish yourself from the competition.
(The competition WANTS to be the same so the
only difference becomes commission.)
 Helps you overcome the brokerage fee issue.
 Seller knows what to expect because you share
EVERYTHING you’ll do to sell their home.
 Sell Value FIRST. Defer the commission conversation
so you can share the full Value Story.
A New Marketing Plan
 The NEW listing presentation/marketing plan contains
more focus on the internet as a primary marketing
vehicle.
 More emphasis on a multi-pronged strategy to attract
the most buyers to the seller’s property.
 Let’s review a few key pages . . .
Eliminate the
Yellow Fade
Reduce
emphasis on
Print
Advertising
Create cleaner,
bolder “look”
Eliminate the Yellow Fade
80% of buyers start
their search on line.
Does it surprise you to
know that 5 times more
buyers find the home
they purchase online
than in newspapers?
These are serious
buyers . . .
3 of every 4 online
shoppers see at least
one home in person.
Weichert’s internet
marketing strategy
ensures more buyers see
your beautiful home.
We’ll create more traffic
to your listing.
Have you used or heard
of any of these search
engines? Google,
Yahoo!, AOL, Netscape,
AltaVista?
We’re also on these
well-respected web
sites.
I will use highly visible real
estate web sites, including
weichert.com, to expose
your home to millions of
potential buyers.
Customized based on regional
syndication partners.
Quick searches and
maps lead potential
buyers to your listing.
Automatic eMails sent
to potential buyers.
Our exclusive Weichert
Valet helps buyers save
and manage their search
results.
No one does more to
present your home to the
right online buyers.
No other real estate
company wins over
online shoppers by
speaking to them
directly.
Unique contact center
staffed with
professionals to qualify
leads.
All qualified buyers are
instantly connected to a
local Sales Associate like
me.
“Our Presence” - Aligns
how buyers find their
home with Weichert’s
Strategy
Internet
Local Marketing
Open Houses
The Weichert Name/
Weichert Associates
Only Weichert does so
much to leverage each of
the best sources of
buyers for your home.
Weichert Gold Services
• Personalized Service 7
days a week
• Quick Buyer Pre-Approvals
• Moving
Consultation/Services and
Utility Connections
• Bridge Loan Financing
• Title/Settlement Services
• Homeowners Insurance
To help ensure a smooth
closing for you, we can
pre-screen potential
buyers at no cost to
certify they can purchase
your home.
Listing Presentation Skills Practice
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3.
Each will take a turn to role-play the part of the Sales
Associate, Seller, and Observer
Sales Associate will deliver the Listing Presentation
applying the 5 step process and the key sales
techniques to share the Weichert Value Story
Observer should take specific notes on the Weichert
Listing Presentation Checklist
• Distribute and review the Weichert Listing Presentation Checklist
See next slide for more instructions…
Skills Practice Breakout Instructions
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Break into groups of three and assign each person a number
between 1-3
You will have 20 minutes per round, including 5 minutes to
give feedback using the checklist
Assigned
Number
#1
#2
#3
Round 1
Sales
Associate
Observer
Seller
Round 2
Round 3
Seller
Observer
Sales
Associate
Observer
Seller
Sales
Associate
See next slide
for more
instructions…
Skills Practice Feedback Session
Observer conducts a feedback discussion:
1.
Have the Sales Associate state…
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2.
Have the Seller give feedback next
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3.
What they think the Sales Associate did well
What they would recommend they change next time
Observer gives feedback based on their notes from the
feedback form
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4.
What they did well
What they would change next time
Be very specific
Observer gives the feedback form to the Sales Associate
Skills Practice Debrief
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What worked well?
What would you focus on for next time?
What specific steps in the process did you find particularly
helpful?
What specific sales techniques did you find particularly
helpful?
What specific pages did you find particularly helpful?
How are you feeling about being able to demonstrate value
first by using the new Listing Presentation?
Additional Resources
 Related online courses
 Weichert Listing Presentation: Dialogue & Tips
 Weichert Listing Presentation: Effective Closing
Techniques
 Effective Presentations: How They Can Make or
Break Your Transaction
 Overcoming Common Seller Objections
 Overcoming the Commission Objection
 Weichert Tool Kit
– Tools for Sellers tab
Next Steps
 Add information about their role in training
other associates and next steps
 Add information about the upcoming Pricing
Discussion Workshops