KW MAPS Coaching Presents:

Effective Lead Generation

That Converts

Jackie Kravitz & Richard Schulman

~ Former GE CEO, Jack Welch

“You’re going to be defined

by your first 90 days; you’ve

got to act.”

1. Lead generation and conversion techniques

2. FSBO and expired listings

3. Objection handling

What Are We Going to Cover?

• Lead source of immediate business

• High-impact calls—you are talking to people that want to sell.

• Listings are your best source of buyers.

• Consistently available in every marketplace regardless of market

conditions

• No matter what the lead type, we can all massively increase

our productivity with limited additional effort through

more skills-based training. [Coffee text exercise]

FSBOS and Expired Listings

• Asking questions • Listening to answers

• Remember to use ear-to-mouth ratio

• Asking more questions • Tell people the next step; don’t ask

• Example: Objections disappear if you direct the action. The next step is to meet with me about your home search. The next step is for me to come to your home to give you a personalized market evaluation.

Selling Skills

• Learn the responses

• In general, reply with:

• agreed

• handle

• question

Master the Objections

• Don’t take NO for an answer when a YES is still possible.

• The most important four-letter word in lead generation ...

NEXT!

• Be a closer. Motivated sellers want an aggressive agent.

• AGREE!

Be Relentless, Bold, and Aggressive

• Repeat and massively approve everything they say.

• Would you hire someone to do any type of service for you if

you didn’t think that they understand your needs?

• If you are at disagreement, ask more questions, seek clarity,

and divide objections into two!

Never Disagree with the Prospect

• Logic makes them think, emotion makes them act.

• I stand, pace, bounce around, take my shoes off, etc.

• What do you do?

Energy and Enthusiasm!

• Because FSBOS and expired listings are probably the

toughest type of prospects that we deal with, mastering

them will make dealing with everyone else real easy!

Commit to Being the Best

~ Earl Nightingale

"One hour per day of study will put you at the

top of your field within three years. Within

five years, you'll be a national authority. In

seven years, you can be one of the best

people in the world at what you do."

• Most expired listings that want to sell will relist within 24 to 48

hours.

• The expired listings mindset

• Most expired listings will tell you that they are not selling

anymore.

• Create doubt and give them hope

• Expired listings role-play

Expired Listings

• The purpose of lead generation is to find people that want to buy or sell. Every FSBO you call wants to sell. In fact, their home is already for sale.

• Don’t buy into their seeming lack of motivation. • Put yourself inside their head. Be knowledgeable, confident,

enthusiastic, and aggressive. • FSBOs have one goal: to sell their home and end up with the

most money possible. The first agent who can show them that there is value in paying a commission will take the listing. Be that agent.

FSBOs

On every FSBO call that you make, one of two things will

happen:

1. You will convince them that they need your services

2. They will convince you that they don’t, there is no other option

You must work to develop the mindset that they are making

a huge mistake if they don’t list with you.

Someone Is Always Selling Someone Something

• Lack of exposure

• Bargain hunters

• Unqualified buyers

• No negotiating skills

• Legal liability

• Security

FSBO Problems

• Exposure• The law of supply and demand—more demand = more money • An auction is the perfect example of how more demand

equals more money

Netting FSBOs More Money

• All the services of a licensed, professional agent are free to

buyers

• Example: jewelry store x garage sale

Netting FSBOs More Money

• Serious buyers only shop FSBOs to save money.

Netting FSBOs More Money

Four types of buyers:

• Serious and in a hurry

• Serious but not in a hurry

• Investors

• Lookers/Window-shoppers

Netting FSBOs More Money

According to NAR, of all the people looking at homes:

• Only 4 percent of buyers are ready, willing, and able

• 70 percent have frozen equity

• 11 percent can’t afford the home they are calling on

• 15 percent prefer to and will end up renting

Netting FSBOs More Money

Negotiating Skills• Offers (Highest price and best terms)

• Inspections, repairs, and walk-through

• Make sure buyer is qualified and not contingent on sale of other property

• Work with appraisers

• Take away all of your legal liability

Netting FSBOs More Money

The longer it takes to sell, the more money they lose

• Time is money! Listings don’t have a shelf life. The longer it

takes to sell, the less it will sell for.

Netting FSBOs More Money

FSBO Role-Play

• First—how are we doing on appointments?

• We learned some good techniques for converting

sellers. And those techniques can be used for many seller

situations.

• How do we convert buyers to appointments?

• Remember Alec Baldwin in the greatest movie ever.

Converting Buyers

“A guy don’t walk on the lot lest he wants

to buy. They’re sitting out there waiting to

give you their money. Are you going to

take it?”~ “Blake”, Glengarry Glen Ross

• As salespeople, we forget to convert into appointments.

• When someone calls in, emails in, texts in, walks in—they

want to meet with a professional.

• Don’t ask for the appointment. Tell the appointment.

So What Does That Mean?

• Do you want to meet?

• Which day do you want to meet?

• The next step is for us to meet at my office to discuss your

search. Is tomorrow or Thursday better?

• Where is the question.

Tell the Appointment?

• No “yes/no” questions

• Good closes with alternate of choice

• Make the question clearly about the day of meeting,

not the act of meeting

• This applies to buyers and sellers

Do/Don’t—Do

• Once you make the appointment, then ask good questions

• What are you looking for? Why? Where? What price?

• Are you working with an agent? What’s important to you in

an agent that you hire?

• Are you paying cash or financing? (alternate of choice)

• You know, it would be best if we met after you got

approved. I’ll have my lender call you today.

Set the Appointment. Then Qualify?

MANDATORY

Buyer Meeting

• Why?• When?

• Before the showing for warm leads• One free look for cold leads (internet, cold call, etc.)

• People want to meet.• People want to meet.• People want to meet.

Buyer Meeting

• Always close for an appointment• Gary says we need 11/week. • How many did you do last week?• I can show you how to do more.

• Tell them about the buyer meeting• Qualify for financing and agency• Repeat

Recap

• Systems and standards for calling

• Powerful scripting mechanics for buyers and sellers

• Focused training and converting to buyer meeting and

showing

• Auto-dialer training

• Mindset, business planning, and call mastery

What You Get in “Marathon Lead Gen & Con”

What You Get in “Dominate Your Market”

1. 12—one hour weekly calls

2. All calls are recorded

3. Live role plays

4. Downloadable script, objection handlers & closes

5. $297.00 total cost

“Self-discipline is a form of freedom; freedom

from laziness and lethargy, freedom from the

expectations and demands of others; freedom

from weakness, fear, and doubt. Discipline makes

you a master of, rather than a slave to your

thoughts and emotions.”

TEXT MLG or DYM TO

72727 TO SAVE 20% WHEN

YOU REGISTER NOW!

QUESTIONS?

1.Please complete an evaluation for this

session on your KW Event app.

2.Download a FREE copy of this

presentation here:

familyreunion.kw.com/downloads

3.Please clean up your area and

deposit trash on your way out.