The Forgotten Obvious -How To Bam-Boom Your Real Estate Business

8/14/2019 The Forgotten Obvious -How To Bam-Boom Your Real Estate Business

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Ken Brand, Sales Manager

Ken Brand, Sales Manager , The WoodlandsOffice: 281-367-3531 Cell: 832-797-1779

Email: [email protected] Blog: BrandCandid.com


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How Do You Get From Here To There?


4/11903/12/0Why? What? How?Why? What? How?


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Dont Drink

The Bad Kool-Aid


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Lost In A Sea Of Sameness?

Top Of Mind Awareness


7/11903/12/0You Rule!


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12Its not who you knowIts who knows YOUas a trustworthy , Realtor Icon

The Electric Pinball Principle


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You Are Doing All The Business You Will Ever DoBased On People Who Who Are Aware Of You

Now (As a Realtor) ~ Steve RandYoure Either Inter esting/Vi si ble or Invisible

~ David Freeman


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14Permission. Solutions. Service. Knowledge.


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How Do People You KnowView You?

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You HaveTo Transform

YourselfFrom Civilian

ToReal Estate

Butterfly.


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The 3 People Principle


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e 3 People Principle X People You Knowres the deal. Average agents focus their prospecting on people they know and chasing or attractingangers - fine. Heres where average, mediocre and poor agents pollute the program. They focus onople in their sphere/network asking themselves, Who in my sphere/network is going to buy or sellon? They focus on a lonely tree, not the rich green forest. Wrong mindset! Like Agent Orangeurders a felt green forest, ill-focused mindset strangles your personal forest of potential, possibilityd prosperity.

hy?

atistically, people move every 7-12 years. Know 100 people, on average, at best, maybe 7 of the 100ll move this year. Assume these 100 fine folks know you, like you and trust you. Assume you touchse consistently. Assume you have routine on-purpose, in-person conversation. Of the 7 possibleves, how many can you reasonably expect to list and sell? Half would be fantastic, probably less islistic, right? So, you know 100 people, with luck, skill and strategy, you might be hired 2-4 times.u cant thrive on that number, can you?

cusing your minds eye on the 3 People Principal you will comfortably Sansabelt Stretch your tential, possibility and profitability. Stop, soak and swallow. Digest, rest and assimilate - your 100ow 300 who will make a move in the next year. If youre having in-person, on-purpose contact andnversation with 200, they know 600. If you know 300 they know 900 and so on. Holy crap right?

The 3 People Principle Packs A PunchDont drop friendly, good people to chase strangers. Even whenyou know your friendly, good people wont move in this century,this year they will know 3 people who move. Do stay in on-

purpose, in-person touch, build trust, create Top Of MindAwareness and earn the opportunity to politely, professionallyand consistently ask for referrals. Theyll gladly give them toyou, if you ask.

Do visualize a Mike Tyso n style tattoo on their forehead, inked inregret green, it reads, I know 3 - Ask Me Who?

Dont ask people in your sphere/network when they are going tomove. Because youre engaged in frequent, relevant contact andconversation, youll discover these opportunities naturally.

Do ask, Of your friends at (fill in the blank, ie., work, in your neighborhood, at Yoga, in Bunco, TennisLeague, etc.) who is the next to make a move?

Its that simple. Kicking to the curb people who like you, trust you and arent moving soon is paving adeep path to mediocre and broker. When you create a new relationship with someone you like, stay intouch forever, its easier than ever with the phone and all the social media tools (Facebook, Twitter,eCards, eNewsletters, Blogs, etc.).

Get to it, grow your network, deepen your relationships, start conversations and bam-boom your busi ness


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21Its NOT Rocket Science


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Launch Your Real Estate Success Rocket repare To Win Fuel Your Real Estate Rocketrepare To Win Fuel Your Real Estate RocketOrder your monthly Direct Mail Post cards". Check the selection @ Order Online or call Mattie in Corporatearketing Services. View selection @ http://online.garygreene.com/Prospect/prosp1.htm . Create your Prudential Gary Greene personalized website. Go to: http://online.garygreene.com Create your emium Agent Website at the same location. Rachel Montana at Corporate is the contact person. (713-465-6644)Create your personal domain name: http://www.NetworkSolutions.com (example: www.Kens411.com)Personalize your Har.com website: http://www.HAR.comOrder your monthly "Consumer News Letters. Go to: http://www.tpmco.comRegister for TAR Zip Forms. Go to: http://www.texasrealtors.com Register and access Zip Forms OnlineGather contact information (address, email, phone #s) for all your contacts/friends, etc. and enter them into your

atabase. (MS Outlook 2003)Subscribe to a monthly Enewsletter service. ( www.RealtyEZine.com ) or Use our FREE GG Newsletters: Go to:tp://online.garygreene.com/Promo/e-news.html Register and personalize your online Gary Greene CMA service See your office adminstrator. Go to:tp://online.garygreene.com/CMAlogin .Create an email signature MS Outlook & GG emailPrepare 3 "Pre Listing Appointment" positioning packages.

Prepare 3 "Buyers Information" packets.Register for HAR Tempo Classes: Tempo Basic & Advanced + Client Gateway + Zip Formso to http://www.har.com Click on Education Yellow Pagesift Off - Collide With Opportunityift Off - Collide With O pportunityWear your Name Badge. To order: http://www.smawards.com/Use your Magnetic Car Signs. To order: http://www.oakleysigns.comSend your "Just Listed" & Just Sold announcements.o to: http://online.garygreene.com/Prospect/Postcards/Quantum.htm Send your monthly newsletters. Order at: http://www.tmpco.comSend direct mail monthly post cards to your contacts/sphere, etc

tp://online.garygreene.com/Prospect/Postcards/prevpc Send your monthly Enewsletters to your contacts/sphere, etc.Send monthly Ecards FREE http://online.garygreene.com/Prospect/ecards/ecardorderform2007b Make personal contact with every person in your database every 60/90 days. ASK FOR REFERRALS. Mail a

Note Card and include two business cards after making contact.Enroll prospects/suspects & cheerleaders in the Automatic Email Notification Program. Personally contact withw activity notifications.Enroll all your closed clients in the GG Client Appreciation Program Call all of your warm prospects to see if eir situation has changed and ask for referrals. http://online.garygreene.com/clientretention Use "Name Riders" or "Personalized Sign Panels" on all of your listings.rder at: http://www.oakleysigns.comStrive to EARN one referral from every current buying or selling client during the transaction.Visit Expired Listings.Visit FSBOsPlan a Public Open House Event twice per month.Participate in Mall Kiosk opportunity if availablePass out 10 business cards a day2 at a time.
http://online.garygreene.com/Prospect/prosp1.htmhttp://online.garygreene.com/Prospect/prosp1.htmhttp://online.garygreene.com/http://www.networksolutions.com/http://www.har.com/http://www.tpmco.com/http://www.texasrealtors.com/http://www.realtyezine.com/http://online.garygreene.com/Promo/e-news.htmlhttp://online.garygreene.com/CMAloginhttp://www.har.com/http://www.smawards.com/http://www.oakleysigns.com/http://online.garygreene.com/Prospect/Postcards/Quantum.htmhttp://online.garygreene.com/Prospect/Postcards/Quantum.htmhttp://www.tmpco.com/http://online.garygreene.com/Prospect/Postcards/prevpchttp://online.garygreene.com/Prospect/ecards/ecardorderform2007bhttp://online.garygreene.com/Prospect/ecards/ecardorderform2007bhttp://online.garygreene.com/Prospect/ecards/ecardorderform2007bhttp://online.garygreene.com/clientretentionhttp://www.oakleysigns.com/http://www.oakleysigns.com/http://online.garygreene.com/clientretentionhttp://online.garygreene.com/Prospect/ecards/ecardorderform2007bhttp://online.garygreene.com/Prospect/Postcards/prevpchttp://www.tmpco.com/http://online.garygreene.com/Prospect/Postcards/Quantum.htmhttp://www.oakleysigns.com/http://www.smawards.com/http://www.har.com/http://online.garygreene.com/CMAloginhttp://online.garygreene.com/Promo/e-news.htmlhttp://www.realtyezine.com/http://www.texasrealtors.com/http://www.tpmco.com/http://www.har.com/http://www.networksolutions.com/http://online.garygreene.com/http://online.garygreene.com/Prospect/prosp1.htm


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What DoYou Fear


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Fail Faster Fail Faster Succeed SoonerSucceed Sooner


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Hit The Brakes?

Swerve?

Turn Into It & Floor It? 03/12/029


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Level One

Unconscious Incompetent


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Level Two

Conscious Incompetent


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Level Three

Conscious Competent


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Level Four

Unconscious Competent


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Whats Your Real Job

You and I could write a multi-chaptered book about the answer. Maybe we will someday. In the meantime,heres a shortish answer in blog post form. Basically, you have to behave like a Super Hero with multiple

personalities. Youre smart, you can do it if you choose.

Consider thisnews flahYour Job Is Not Selling Real Estate.Happy buyers and sellers are the byproduct of successful service, not Bad-Ass Sales Technique, Shazam

Geek Savvy, Cheesy Chest Thumping or Faux Posing. To grow, last, laugh and enjoy success, dont focusselling. Focus on service. Heres what I think our real jobs are, and a few role models who light the way.

Surprise and Stupify - Forest Gump Stylemp didnt run around shouting Im NUMBER ONE, Dig ME. He wasnt brain surgeon smart. Hes candid, curious and sincere. He ran and ran and ran. He was humble. He didnt brag. He surprised. Heer-delivered. He had a quirky sense of humor, too.e you about YOU or THEM? Do you surprise or bore, underwhelm or.? Are you killjoy serious

????


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Lead - Joan of Arc Stylean didnt complain and whine. She didnt talk about what she was going to do. She didnt wait, mope and

hope. She took charge. She acted. She committed. She was passionate about her cause.

Do you lead or bend and noodle with the lemming masses?

Advocate - Johnnie Cochran StyleJohnnie didnt engage half-assed. He went strong. He beamed grace, charm and substance. He clawed, battled and rhymed a stone cold killer out of the electric chair. For grins, say it with me, If the glove

doesnt fit.

Do you drift limping through the motions or are you gracefully fierce?


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Love All, Serve All - Mother Teresa StyleMother Teresa loved all. Served unselfishly. Forgave. Burned with quiet compassion. Shined ego free.

Lived in the now.

o you hold grudges, prejudge and ego-bloat yourself up or do you flow, give, share, seek to understand andserve?

Connect & Inspire - Obama Stylehink about the odds. The audacity. The journey. The endurance. The clarity. The assuring confidence.

The message and the method. The passion.


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Prevent Forest Fires - Smokey StyleSmokey preached prevention - fire prevention.

ont let tempers flare. Keep fiery emotions in check. Dont fan the licking flames of gossip. Keep thingsand people cool, fresh and fizzy light as a tall glass of chilled Perrier. Be proactive.

Do you start and fuel emotional forest fires or do you prevent them?~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Are you devolving Old School or evolving New School? Do you inspire and arouse or deflate and fastforward flaccidity?

Thats it. Focus on attractive, empowering characteristics and what you strive for will find you. Focus onsales, transactions, units, leads and prospects - youre swimming upstream my friend.


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The Golden Rule Is Broken!03/12/0


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Joe Dirt Knows

Golden Rule 2.0


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Golden Rule 2.0

Do Unto Others As They WouldHave Done Unto Themselves


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Self Shhh Is Suicidal


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Dont Get Through, Break Through;Dont Get Through, Break Through;Dont Hide Out, Shine Out; AndDont Hide Out, Shine Out; And

Dont Meet The Standard,Dont Meet The Standard,

Set The Standard.Set The Standard.~ David McNally


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Contact Leads To Conversation.When conversation takes place, like bees buzz, possibilities bloom. Magical wonders manifest when twoeople start talking, especially if one of the m is listening with cat eared int ent. Email, direct mail,witter, Facebook and texting are flaccid conversation mediums and fantastic marketing sparks that lead tone-on-one conversation - but alas, they are not a replacement for in-person, one-on-one conversation isverything.

Conversation Leads To Connection.he more intently we listen, the better questions we ask, the more we understand each other. The more wenderstand each other the more we appreciate each other. As we discover and appreciate each other, our onnections deepen. Our relationships thicken and colorize as we uncover multiple levels of mutualnterest and importance.

Connection Leads To Discovery.As our conversational connection deepens, so does our trust, so does our sharing. We discover another's

reams, desires, unmet needs, challenges, likes and dislikes. Through personal conversation we discover ow we can help, support or serve. The Golden Rule 2.0 is possible. Treat others at they want to beeated.

Discovery Leads To Service/Help.his part is impo rtant. When I speak about service and help, Im not suggesting you focus on listingnd selling real estate. Relationships are built on trust, sharing and attra ction. The goal is to be the Goo Gal/Guy for all things community, family, home, real estate, entertainment, lifestyle. By providingolutions, services, help and recommendations for unmet needs, you become the de-facto Top Of Mindeal estate agent for them and the referred real estate agent to their friends, family, co-workers, neighbors,elatives, etc.

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pecifically, by engaging in one-on-one, in-person conversation, listening intently and being curiousngaged, you will discover how you can help and serve. Examples might include, recommendations for outh sports leagues for their kids, a cleaning service, a restaurant recommendation, a house of worshipecommendation, the perfect hotel in the city they will vacation in next month, the dry cleaner that doesntreak buttons, the lawn maintenance crew that shows up, the newly released movie, an interesting blogost on something they care about, a color copy of a relevant article you read in a magazine..whatever ummm, keep it legal).

When providing information/service/help you never have to mention real estate, simply deliver it wrappedn your Real Estate Agent wrapper. Example: Email an article, link, etc., your Real Estate Agent emailignature is your wrapper. If you mail something, add a couple of business cards, your stationary/logoednvelope is your real estate agent wrapper.

Always follow up your emailed or snail mailed information with a phone call - this phone call begins theConversation Circle all over again .

suggest your purpose in this real estate life is to have conversations so you can help people withnything and everything. Do that and youll earn your way to everythi ng you want.

ervice/Help Leads To Hired or Referred.

he fun part. By helping, serving and sup porting you grow a natural bouquet of appreciation,ttraction, trust an d confidence. You will brain tattoo your Technicolor self in Top Of Mind Awarenessndelible Ink into their subconscious. When they or their friends, family, neighbors, co-workers or elatives need information, especially real estate information/se rvice/help, you will be the first personh ey think of.

Bonusn addition to all the mid-term benefits, creating conversational interaction is the premier method for onjuring Collission Principal magic. Positioning yourself in the direct path of someone asking you aeal estate related question, or shared referral. You see, people are way to busy to pick up the phone andall you, but if you call them, they will gladly ask the question, extend an invitation or refer you to ariend.

The Beginnings simple. Have more conversations every day.

Does this make sense?

Will you have more conversations?

How many on purpose per day?

When will you start?

et me know ho w it goes? Rock on!03/12/0

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Words Matter.Use The Wrong Words

Things Blow-Up.


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Story TellingKnow How It EndsChoose A Beginning

Include DetailsSurprise

Laws of Attraction


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Hows That

Real Estate ThingWorken For You?


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BeA

Purple Cow


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Ive thoroughly researched and analyzed the real estatemarket. Ive interviewed all the prominent real estate firmsin our market place. I feel that I can provide my clientswith the best services and results by partnering withPrudential Gary Greene, Realtors.


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Give Before you GETI know youre busy, did I catch you at a good time?

I PROMISE to


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Get PermissionEarn Respect

Feel Good


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s Official. Congratulations! Youre a Realtor. What can you say to your ends, neighbors, relatives and former coworkers that will begin transformingeir current perception of you as _ _ _ _ _ _, into a shiny new perceptiontheofessional, successful, productive, elite Realtor, worthy of referrals?

our makeover begins be creating fresh impressions. You can begin crafting

our new Elite Realtor Icon identity by uniquely responding to common questionsked of new real estate agents.

few tips before we begin:1. Be prepared - know exactly what you are going to say2. Levitate above the Sea of Sameness.3. Tell an interesting story, include a information nugget or factoid,

conclude with a request for referral business. Lastly, after asking for somethingyou must give somethinga commitment or a promise.

hey Say: Hows the real estate thing coming?

ou Say: Great. Ive thoroughly researched and analyzed the real estate market.ve interviewed all the prominent real estate firms in our market place. I feel that

can provide my clients with the best services and results by partnering withudential Gary Greene, Realtors. So, Im very busy building my real estateusiness. I dont want you to get the wrong impression though, although Imusy, if there is ever anything real estate related I can do for you or someone younowI promise Ill make time to help you or anyone you refer to me. In fact, if ou ever have a real estate related question or needfor example, you need antact number for a reliable painter, flooring company, etc., or you need

operty tax information or anything like thatI would be happy to help. Also, if ou ever hear of anyone in your neighborhood or at work, who is thinking of lling or buying a home, I would consider it a huge favor if you referred me toem. I promise to do a great job and I treat my clients like family.

If not nowWHEN? If not nowWHEN?


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ption Two

hey Say: Hows the real estate thing coming?

ou Say: Great. Ive interviewed all the prominent real estate firms in our arket place and Ive chosen Prudential Gary Greene, Realtors as my partner and

e company I believe will provide me the best opportunity to offer the best realtate marketing, services and most importantly results for my clients. Im off tobusy start, thanks for asking. Can I ask you a semi personal question? If aose friend or co-worker asked you to recommend a real estate agent, whosme pops into your head?

hey Say: I cant think of anyone.

ou Say: Perfect. Id like the opportunity to earn the privilege of being theealtor you would call on if you should ever need any real estate related helpor a neighbor or coworker asked you to recommend a real estate agent, I wouldnsider it a huge favor if you passed my name along. With your permission Id

ke to touch base with you every so often and see if there is anything I can do for ou or anyone else you might know who might need real estate services or help.

ould that be ok? Greatheres a my contact numbers.

They Say: Bill Big Shot with XYZ

ou Say: Great. Betty Big Shot Diva is a good agent. Should you ever need acond opinion or a second alternative, Id like to earn the privilege of being thealtor you could rely on should Betty Big Shot Diva be unavailable. With your

rmission, Id like to touch base with you every now and then to see if there isything real estate related I can do for you or anyone else you know who mighted real estate service or help. Would that be ok?

Those who get noticed, Get Ahead.Those who get noticed, Get Ahead.~Tom Peters~Tom Peters


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60Send A Note + 2 Cards After Every Conversation


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Wheeeee..I Passed My Test.I Can Sell Real Estate Now.Hello WorldHere I Come!


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Calling Behind Your Ive Partnered With Prudential Gary Greene Realtorsnnouncements is the first critical step in creating Top of Mind Awareness andprosperous referral based business. Your first call/personal contact is designed

o inform everyone that you are; open for business, discover immediatepportunities, explain how your business works and respectfully,onversationally and courteously ask for permission to stay in touch and ask for

eferrals.tep One: Mail your announcements, including one to yourself. When youeceive your announcement in the mail, go to Step Two.

tep Two: Set a goal for how many personal contacts you will make per day.ick up the phone and call as many people as it takes to reach your goal. Theaster you are, the more persistent and committed you are (youre a PRO right?)

he more successful you will be!tep Three: When they answer, you might use a dialogue similar to this.

They Say: Hello

You Say: Hi (their name), this is (Your Name). I know youre busy, do youave a couple of quick moments? (Always provide an opportunity for araceful exit.)

They Say: Yes.

You Say: Great. Ive got my real estate hat on today and besides calling to sayello, I dropped a couple of my Realtor business cards in the mail and I wantedo double check and see if you received them?


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alling Behind Your -- continuedhey Say: Yes.

ou Say: Great. Im launching a new Real Estate Business and Ive chosenudential Gary Greene, Realtors as my business partner. I wanted to make sure

ou had my contact numbers if you ever have a real estate related question

ke X Y Z , or if you hear of a neighbor or coworker who is thinking of making aoveI would be happy to help. Although Im busy, Ill always make the timehelp you or anyone you refer to me and I promise Ill do a great job. Ohoneher thing.would it be ok to touch base every so often to see if there isything I can do for you. I wanted to get your permission.

ep Four: Send a handwritten note card, with 2 business cards.

ep Five: In your contact manager note the date of contact and any relevantformation which will aid in making your follow-up contact unique.

ep Six: Send them a direct mail piece at least once per month. (Creates Top of ind Awareness!)

ep Seven: After your first monthly direct mail piece has been deliveredllow up with a telephone call. This call is designed to discover newpportunities, create Top of Mind Awareness and receive permission tontinue mailing. Your dialogue might go something like this

ou Say: Hi. Do you have a quick minute or twoI know youre busy. I waslling to see if you received my Post Cardthe one with the real estate

formation?

hey Say: Yes

ou Say: Great, I would like to send you real estate related information fromme to time and I was calling for two reasonsto see if you received it and getour permission to continue. I didnt want to assume it was ok, without checking

ith you. Is it ok? Life is either a daring adventure or nothing.len Keller


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alling Behind Your Continued

hey Say: Sure.ou Say: Thanks. If I can ever help you with anything real estate related, dontsitate to call on me. Although Im busy, Ill always make time to take care of

ou or anyone you refer me to. I promise Ill do a great job. Take Care.

ep Eight: Make personal contact every 70 daysask for referrals. Your nversation for the second call might go something like this.

ou Say: Hi (Their Name), this is _________ with Prudential Gary GreeneInow youre busy, do you have a couple of quick moments?

hey Say: Sure.

ou Say: Great, the reason I was calling was to touch base and see if there wasything real estate related I could do for you. When we last visited, I shared that

would be touching base every so often and I wanted to keep my commitmentd check in with you. Can I do anything for you?

hey Say: Nope

ou Say: Thanks for visiting with me, if you hear of a neighbor or coworker whothinking of making a move in the next 30 days or so, I would consider it a hugevor if you would pass along my card and contact numbers, or let me know andd be delighted to contact them. Im busy, but, I will always make time to helpou or anyone you refer me to. I promise Ill do a great job and treat them likemily. Would it be ok to touch base with you in a couple of months or so?

ep Nine: Practice, Drill, Rehearse. Plan your work and work your plan.

onsistent, personal contact will insure your successtoday and tomorrow.

The problem is never how to get new innovative thoughts into your mind,The problem is never how to get new innovative thoughts into your mind,but how to get the old ones out.

~~ Dee Hock~ Dee Hock~


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Tell US.What CommissionDo YOU CHARGE?


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Growing YOUR Top Of MindAwareness


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onthly Direct Mail sent to everyone in your data base is a critical step innerating Top Of Mind Awareness and positioning yourself for successfulrsonal contact. Direct mail should be sent consistently, without failat least

nce a month. It is also recommended that you also send Direct Email.

ep One: Go to http://online.garygreene.com and Sign up for your personalized,

onthly direct mail post card.

ep Two: Go to http://realtyezine.com and Sign up for your personalized,onthly Email Newsletter or send the FREE GG Newsletters at:tp://online.garygreene.com/Promo/e-news

ep Three: Follow up your first monthly direct mail/ENewsletter/Ecard with a

rsonal call. Your dialogue might go something like this

ou Say: Hi (their name), this is (Your Name) with Prudential Gary Greeneealtors, I know youre busy, do you have a couple of quick minutes.

hey Say: Yes

ou Say: Great. (Their name), the reason I called is, I sent you a postrd/Enewsletter/Ecard, it had (describe the piece) and I was calling to see if youceived it.

hey Say: Yes.

ou Say: Great. With your permission, I would like to send you real estate

lated information from time to time, but I thought I should ask you if it was ok fore I started. Would that be ok with you?

hey Say: Yes.
http://online.garygreene.com/http://realtyezine.com/http://online.garygreene.com/Promo/e-newshttp://online.garygreene.com/Promo/e-newshttp://realtyezine.com/http://online.garygreene.com/


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onthly Direct Mail & Email Newsletter Continued

ou Say: Thanks, I appreciate it. If I can ever help you with anything real estateelated, please dont hesitate to give me a call. Although Im busy, I promise Illways make time to help youor if you hear of anyone in your neighborhood or coworker who is thinking of making a moveId be happy to help them and I

omise Ill do a great job and treat them like family. Again, thanks for your me.take care.

ep Four: Follow up your personal contact with a note card and two businessrds. Note your conversation in your data base. Go meet more people, engage

conversations.YOURSELF SKYWARD, ABOVE THE SEA OFAMENESS!

We have a strategic plan.We have a strategic plan. Its called doing things Its called doing things

~Herb Kelleher~~Herb Kelleher~


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Hows The Market?Tell a simple story

Include factsPlot = You have a need or offer a benefitEnd your story with a referral request


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77Your Next Open House Palloza


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Recent Closing. New Beginnings Story

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Your New Listing Needs A Buyer.Your Recent Buyer Needs Replacing.


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The Cool People Your Working WithCant Find The Perfect Home

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ow to answer the questionHows The Real Estate Market?ow to answer the questionHows The Real Estate Market?

eople are attracted to positive, enthusiastic and energetic people. DO tell a story,O include details and facts. End your story with a natural problem that can belved by requesting a buyer or seller referral.

ossible Story Lines:ool House On Tour Youre looking for a buyer.our Next Open House Event Youre looking for a buyer our Scheduled Closing or Last Closing You need more inventoryour New Listing or Pocket Listing Youre looking for a buyer he Nice People You Showed Homes To This Week You need more inventory

eres one possible positive response to Hows the market? and request for ferrals.

ou Say: Great, thanks for asking. Business is brisk. In fact, while on propertyur today, I saw an amazing property. It had the most luscious private paradiseck yarda sparkling blue swimming pool and a wrap around decking, perfectr parties and serenely private.

side, the kitchen had been completely remodeled with the sleekest, stainlessoodies, marble counter tops and slate floors. Its brand new on the market andst of all its fairly priced. Its in the Sleepy Hollow neighborhood. Can youink of anyone in your neighborhood or at work that has mentioned making aove? This is a dream home for somebody.

hey Say: Nope.

ou: If you run into anyone you think this house would work for.heres auple of my cardskeep one and pass one along. So, thanks for askinghats new with you these days?

The answers you get depend upon the questions you ask. Thomas Kuhn


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Think Bigger!Think Bigger!

Think Deeper!Think Deeper!


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Dive Beneath AverageGenerate ONE New Referral

During The Transaction


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he Transaction Youre Working On Is Only The Surface!

ouve faithfully marketed, advertised, networked and promoted yourself. Your rd work has paid off, you have a client who trusts you enough to employ you.s now time to build on your success.set expectations and earn at least oneferral recommendation during the transaction and two or three additionalferrals every year.

ep One: Inform your clients that your goal is to deliver such a positiveperience, that if anyone should ask them or they know of anyone who needsal estate helpthey could and would enthusiastically, confidently andmfortably refer you to their friends, neighbors and coworkers. Use dialogue

milar to this at the end of your Listing Presentation/Marketing Proposal/Buyer ervice Presentation:

ou say: In conclusion, simply stated, my goal is to deliver results and a level of rvice that creates such a positive experience for you and your family that if aend or relative asked you for the name of Realtor, you could comfortably andnfidently recommend me to assist them with all their real estate selling and

uying needs. Being recommended is one the highest compliments a Realtor canceive.

ep Two: During the transaction, at an appropriate time (when the clients sayhank you), respectfully, consistently and conversationally thank your clientsr selecting you and ask for referrals. Use dialogue similar to this.

hen the clients say: Thank you so much for all you doyou are the best realtor n the planet.

If you dont like change, youre going to like irrelevance even less!


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he Transaction Youre Working On Is Only The Surface

ou Say: Thank you, I am so pleased this experience is so positive. As I sharedith you when we first metmy goal is to deliver a level of services that wouldlow you to confidently and comfortably refer me to your friends, neighbors andworkers when they need real estate help too. Im glad things are going well.ease keep me in mind when you hear of someone needing real estate services.you share their name with me, I promise to call them promptly and do a greatb for them as well. Can you think of anyone (neighbor/friend/coworker) whos mentioned selling or buying in the next 60 days? Oh, just in caseheres auple of cards, feel free to pass these along to anyone who you feel needs help.

R

ou Say: Thank you, my pleasure. Oh, by the way... if you know of anyone who'sinking of buying or selling in the next 60 days or so and would appreciate thisme level of service, just give me a call with their name and number and I'llomptly follow up. I promise Ill do a great job and deliver the very best inrvice and results for them as well. Oh, I almost forgot, heres a couple of

usiness cards, feel free to pass them along to anyone you feel needs real estatelp.

Its not the strongest of the species that survives, nor the most intelligent,

but the one most responsive to change. ~ Charles Darwin


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The Universal Law Of Reciprocity


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The Power of

Gossip & Secrets


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reate Top Of Mind Awareness by being the realtor who is therst to share neighborhood market activity information.

osition yourself as the market expert and collide withpportunity by notifying your cheerleaders when new realtate activity takes place in their neighborhood (new listings,w pendings, new closings).

ep One: Identify the people you feel are supportive and wouldfer you to their friends, neighbors and coworkers.

ep Two: Setup an email auto-notification, directed to you, forny real estate activity on their street.

ep Three: When new activity takes placepick up the phonend fill them in. At the conclusion of your conversationask for

ferral business. Send a note card with two business cards.

onus Points: If youre a neighborhood walkerwear a T-Shirtith a big logo identifying yourself as a Realtor.

You cant behave in a calm, rational manner.You cant behave in a calm, rational manner.Youve got to be out there on the lunatic fringe.Youve got to be out there on the lunatic fringe.

~ Jack Welch~ Jack Welch


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Shes Flying Her Purple Cow Freak Flag.Listen. All the people you know, she knows. She knowsyoure a pro, respected, savvy and well connected. Shewants to seduce your people. She knows she has todelight, surprise, entertain and fly her Purple Cow FreakFlag. Next week, while your chapped lips and paper cuttongue heal and youre waiting for your Ho -Ho-HumChristmas Cards to land in the sea of sameness, shell be

inviting everyone you know to two hours of star bedazzled fantasy, Technicolor surround sound, wootworthy, red carpet entertainment.

Shes 1 in 499

Heres How Brad Pitt, Will Smith, Jennifer Aniston and Hugh Jackman Are Helping.Shes inviting your friends, clients, suspects and

prospects to a Hollywood Holiday Blockbuster. Anafternoon matinee.

Heres a stolen copy of her Simple 10 Step Plan (Donttell her I told you.):

1. Log on to the website for my local multi-screen megatheatre.

Check movie schedule. Pick movie - pick time. (Midweek, midday works best.)

Write fun email; include a picture of the movie poster or movie star. Send to everyone.

Wait 1 day. Call all. Say hello. Confirm receipt. Personally invite. Chitchat. Let conversational magicom. Share excitement for a yes, express regrets for a no (Either way, the Halo Effect shines its softssing on her relationship).

Follow-up all my conversations with a short, handwritten note card. Mail.

Meet everyone at the movies. Sport my real estate name badge. Hand out movie tickets. Greet everyoneth watermelon smile and warm your welcome hugs, as the y gush, Thank you so much, how thoughtful.eeded a break. Youre the greatest friend and Realtor of a ll time.

Bring digital camera. Take pictures. Go inside and enjoy the movie.

Say good-bye. Give everyone a warm repeat hug, well wishes and appreciative You Rules

Post Were having fun! pictures to my Facebook account.

Write fun post movie follow-up email. Include pictures of grinning attendees and a link to my Facebook oto album. Tweet about it too. Send Email to all invited.

res What Shes Thinkin :


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eres What Shes Thinking:e never mentions real estate; her invitations are wrapped in her branded email stationary. Postage is free.hether people can enjoy or not, all appreciate the gesture and invitation. Other agents are doing nothing or nding Holiday cards; shes giving the gift of entertainment, spectacle and delightful experience. People willk about her invitation, and the movie; people dont talk about Holiday cards or invisible agents. She canuch people five times in one week; email invitation, phone call follow-up,/chit-chat, follow-up handwrittente card, at the movies thank yous and well wishes, post movie follow-up email.

hat are you going to do about it?ats it. Like I said, only 1 in 499 will do this. The question is, will that 1 in 499 be doing it with your soonbe seduced friends, clients, prospects and suspects or are you that unique 1 in 499 person?

r you 1 in 499s, let me know how it goes. For the other 498, Im sorry.

e you at the movies.

ONUS: Oh, I almost forgot, theres a sample eMail invitation on the next page.

ou can cut all the flowers but you cannot keep spring from coming. ~ Pablo Neruda


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enerate fire hose force referral business by leveraging contact with your currentuyer/seller prospect/suspects when following-up. t the conclusion of your follow-up conversation

ou Say: Great talking to you. Oh, one last thingbetween now and the next

me we meet, if you hear of a friend, neighbor or coworker who is thinking aboutaking a move in the next 30 to 60 days, I would consider it a huge favor if youss along my name and contact number or I would be happy to call them. Iomise Ill follow up promptly and Ill do a great job. Of your friends at XYZ,ho will be the next to move?

hey Say: Nope.

ou Say: Thankstalk to you soon. Send a note card and two business cards.Three months from now you may wish you had started today.Three months from now you may wish you had started today.~ Karen Lamb~ Karen Lamb


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Unique Selling Proposition - SELLER

Transitional Bridge ~ Conversational Portal

You: Would you be open minded to fresh ideas that would help sell your roperty for more money, save you time and eliminate all the hassles and wickedurprises?

Or if you hear a commission related blast

ListenI hear you. Im like you and everyone elsenobody wants to over payor anything. Weve all been promised the moon and what we got was a fist fullf air, broken promises and mealy mouth excuses.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Let me propose this idea.

Lets meet and Ill share my uniquely tailored world wide marketing plan withyou. Ill share advanced, top tier, ultra effective marketing, advertising,merchandising strategies that will broadcast-blast your property information tohe far corners of the worldviewable electronically in digital full high-impact

Technicolor, locally, regionally, nationally and globally ~ maybe even galactillyf any aliens are picking up our signals.

These critical broadcast factors effect the sales priceyour net bottom lineroceedsthin and weak marketing = meager and stunted net proceeds, thick,owerful and persuasive marketing = more money for you.


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Unique Selling Proposition - SELLER

Transitional Bridge ~ Conversational Portal Continued

Also, briefly or in as much detail as you like, I will share how we communicate,

manage and lead all the various role players in transactionfor example, theo-op brokers, mortgage lenders, home owners insurance, mortgageppraisers, title insurance, property inspectors, survey people, home warranty

details and others.

Keeping you informed every step of the way, insuring that all the big and finedetails are handled in a timely fashionall leading to a stress free closing androuble free receipt of funds. More convenience, ease and safety for you and

yoursits all guaranteed.

At the conclusion of our meeting if your feel Im the right person for the jobhat I can get you home SOLD for more money with less hassle and stresshen youll hire me. That would be exciting. If not, then you wontno

worriesIll wish you well, our meeting is complimentary and some of thegems/bright ideas I share with you will help you sell your home for moremoney no matter who you choose.

Can you see any disadvantage to our getting together on that basis?


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Unique Selling Proposition - Buyer

Transitional Bridge ~ Conversational Portal

You: Sounds to me like youre looking for something special? Let me proposehisThe reason its hard to find that special house is when HOT new listingnventory tumbles onto the marketIm talking about homes that are priced

great, show fantastic, stunning curb appeal, lush landscaping, fabulous floor lans and perfect location.

Homes that really shine and sparkle, often sell in a couple of days, if not the firstday. These homes never show up in an ad, open house, even the internettheyell too fast.

These homes are sold by fast acting, eagle eyed Realtors who monitor the marketnd notify their preferred clients as soon as something appears on the market. I

have a computerized market monitor program that rushes me via email, auto-notification when HOT new listings hit the market.

My question is, when a HOT new listing hits the market and it matches your pecific criteria, would you like detailed information rushed to you via email?

Then youd be the person with insider information, knowing whats availableefore the masses.

ts pretty simple, free and no hasslesall I need is a couple of quick minutes toetter understand what youre looking forthen Ill have the information I needo program my Homefinder Software and bada-bing-bada-boom, youre poised to

WIN.

s this free service something you could benefit from? Can you see anydisadvantage to knowing about HOT properties before anyone else?


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Home Work Assignment

To Be Shared WithClassmates TomorrowMorning

03/12/0101


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ust Listed and Just Sold Announcements lead to Golden Opportunities

New Listings, Qualified Buyers & Referrals

Go to http://www.quantummail.com/prudentialgarygreene to order your ards. Use this convenient, fast, affordable service to send your Just Listed/Just

Sold announcements. Log in, choose your card, choose your message, pick thetreets for delivery, order the names, address and telephones numbers, order aonfirmation card. After you receive your conformation card, follow up your

direct mailing with a prospecting telephone call. Your conversation may goomething like this.

ust Listed AnnouncementsAcknowledge the party called by name: Hello, may I speak to Mr. or Mrs.XXX, please.

You Say: Hi, this is your name with Prudential Gary Greene Realtors , Iknow youre busy, do you have just a couple of quick seconds ? The reasonm calling is we just listed the Smiths house down the street and I sent out aPost Card announcementdo you recall receiving it? We wanted to let the

neighbors know, so that if you knew of anyone who would like to move intohe area, we would be happy to show them the property and its a chance for

you to pick your new neighbors. Also, when we sell this property would youike to know what price it SOLD for?

It takes contacts to make contractsIt takes contacts to make contracts~Marilyn Eiland~


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Golden Opportunities - Continued

They Say: Sure

You Say: Great. Confirm their address. End the conversation: Thanks for your time, its been nice talking to you, Ill be in touch.

ust SOLD AnnouncementsAcknowledge the party called by name: Hello, may I speak to Mr. or Mrs.

XXX, please.

You Say: Hi, this is your name with Prudential Gary Greene Realtors , Iknow youre busy, do you have just a couple of quick seconds ? The reasonm calling is we just SOLD the Smiths house down the street and I sent out aPost Card announcementdo you recall receiving it? We wanted to let the

neighbors know that they would have new neighbors soon and if you knew

nyone in the neighborhood who was thinking of selling in the next 30 daysour marketing efforts have generated additional interest and we may have other uyers interested in your neighborhood. So, can you think of a neighbor who

might be thinking of making a move, looking for a buyer?

They say: Nope

You are the storyteller of your own life,and you can create your own legend or not. ~Isabel Allende


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Golden Opportunities - Continued

You Say: When the sale closes, would you like to know how much theroperty sold for?

They Say: Sure

You Say: Great. Confirm their address. End the conversation: Thanks for your time, its been nice talking to you, Ill be in touch or Thanks for your ime, its been nice talking to you.

f these contacts were positivewrite a short thank you note and include twoof your business cards. Add this person to your data base and begin mailing ateast monthly (Enroll them in your Anti-Chaos/Perpetual Payoff Program.

After your first mailing call to see if they received it, ask for permission toontinue mailing and touching base from time to time. Update them on any

new activity in the neighborhood (auto-notification). Give them a call whenhe property goes under contract and once its closed. In any event call every

90 days to say hello.

If things seem under control, youre not going fast If things seem under control, youre not going fast enough.enough.

~ Mario Andretti


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Easy Expired Listings

Expired Listing Victims Are Mad As Hell!Rightfully So.

Why Should You Call On Them?


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Easy Expired Listings Star SystemThe Expired Listing Mindset

1. Frustrated2. Angry3. Distrustful

Six Steps to successfully working with Expireds1. Be quick & persistent.2. Confirm that they want to sell.3. Understand their frustration,empathize,listen and let them express themselves.4. Renew their motivation.5. Do not blame the price or the property.6. Your goal is to get an appointment not make a presentation on the phone.

Contacting the Expired Listings No MAIL! Call on the phone or stop by in person.Dialogue

You Say: This is Your Name with Prudential Gary Greene Realtors. I see on the Multiple Listing Service computer that your home is no longer listed For SALE. Do you still want to get your homeSOLD?

The Seller will respond..the game begins. You can anticipate one or more of the following

We relisteddont you know anything?

Were going to sell it ourselves.Were going to relist with a friend.Youre the fifth person to callwhere were you when I had it for sale?Have you seen my property? Why are you calling me now?Do you have a buyer for my property?What do you charge? We arent paying 6%!All you realtors do is put a sign in the yard, put it in MLS and disappearI hate all realtors!What makes you so special?What can you do for me that hasnt been done?Were going to take it off the market for awhile.We dont need to sell unless we get our price.We dont know what were going to do.

Your goal is to keep them talking long enough to discover how you can get an appointment to offera solution to their problems.

A leader is a dealer in hope. ~ Napoleon


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Expired Listings - ContinuedAllowing the seller to vent and asking smart questions will keep the conversation movingforward and help you discover what the original motivation for selling was and how you can helpthe seller achieve their goal. Ask for an appointment to present your solutions.

The following questions will help you with an effective approach. Be professional, candid, positive,honest and proactive. The seller needs your services to succeed.

Questions to ask the SellerWhere did you want to move to?Why were you originally selling?Are you still open minded about different marketing ideas for your home?Has anybody told you why your home hasnt SOLD? There is only one reason that a home doesnt sell in our market place. And thats because of the marketing. Id like to come over and show youhow we can UPGRADE the marketing of your home.What type of internet marketing was used to promote your property?Why do you feel your home didnt sell?

After discovering the sellers original motivation for selling and determining how you might help, ask for an appointment . Example: I understand how frustrated you must be. Let me ask you a question, if you could get your property SOLD for a price and terms that were acceptable to you, and you could havea guarantee that the services would be delivered as promised, would you be open minded to new ideasthat would (renew their motivation): help you get your home sold and move your family into a newhome closer to work with a shorter commute, so you could spend more time with your family. Or, helpyou move your family into a home with a big pool? Or, help you move into that new home that wouldhave the extra bathroom for the kids. Or, help you make that move to Colorado so you can enjoy your time fishing? Or, help you make that move to a new home with a big back yard so the kids can roam

around? Or, help you make that move to a home with a three car garage so you can set up that workshopyouve wanted for so long?

If an appointment is not granted, follow through & follow up Anti-Chaos/Perpetual Payoff If the seller will not grant you an appointment, ask permission to follow up from time to time to see if there is anything you can do for them ( Would you be offended if I followed up from time to time?).Follow up your conversation with a Thank You note and a personal visit to introduce yourself. Add thisprospect to your mailing and email lists and follow up with a weekly telephone call. One reason tocontact them is to update them on new activity in their neighborhood.


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Practically Fool Proof For Sale By Owner SystemMind Set of the FSBO

1. Believe they can do it themselves2. They want to save the commission

What NOT to do Try to list on the first try. The purpose of the first contact should be simply to build rapport, not to

convert them to a listing. Discourage the owner. Telling the owner how difficult the process is will only alienate them. They're

excited about the possibility of selling it themselves so don't ruin their day. They'll soon discover thedifficulty on their own and then be ready to talk.

Sell all of your services. If you're not buying a car, you're not interested in all of its features. Samewith FSBOs. They're not ready to hire a real estate agent, so they don't want to hear about your company...yet.

Success Steps.

1. Find a FSBO Driving Neighborhoods/Yard Signs, Newspaper Ad, Bulletin Boards, etc.2. Make Contact Ask for an appointment - Contact Dialogue: Hello, Im (Your Name) with

Prudential, Gary Greene Realtors. Im calling because I see youre selling your home. Are youcooperating with Realtors? I would like to make an appointment to view your propertywhat are

your visiting hours ? (Get in the door honestlydo not say you have a buyer unless you do.) Your goal is to build a relationship that may lead to a future listing or referrals.3. Anticipate resistance, concern and cooperation. Be prepared for questions likeFSBO: Do you have a buyer?

YOU: Candidly, Im not calling because I have a buyer for your property yet . What I have foundis that I can do the best job of creating interest in a property if Im familiar with it. I washoping you could show me through the property. Then I could intelligently and enthusiasticallypromote your propertyand match a qualified buyer prospect with your property. Does thatmake sense? Great, when would be a good time to tour the property?

FSBO: We are not going to list the property!YOU: I understand. I was wondering if you would be open minded to cooperating with a Realtor if they had a qualified buyer interested and willing to meet your price and termswould you be openminded to saving the listing fee and only paying the selling fee?FSBO: We will only pay you a 3% Commission!YOU: Perfect, when can I visit?

"Just 'cause you can't walk on water doesn't mean you can't cross the river.

Dink Weber


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Practically Fool Proof For Sale By Owner System

FSBO: We are not working with REALTORS! A: I understand. Because Im busy in this area, its possible that I may be working with buyers and they may see your sign and ask me about your property.

I understand that youre not interested in paying any feeswould you be open minded to my previewing the propertythen I could answer my buyers potential questions and if they were

interested, Id have them contact you directly. Would you be opened minded to my taking a quick peek. Can you see any disadvantage to that, a quick peek I meanI understand youre not payingany fees?FSBO: We are not paying any commissions! A: Same as aboveFSBO: Sure, come on over. A: Kneel and pick your jaw up from the floorthe three second ruleapplies! Thanks, Ill be right over.

5. Preview the home, remember, youre on a curiosity inspired discovery mission. Be yourself,attentive, in the moment and inquisitive. Ask questions, dont sell and tell. You have two ears and one

mouth for a reason. Ask for a tour: Would you tour me through the home as you would a qualified buyer ?

6. While touring, casually and conversationally, discover their Time/Motivation factor by askingconversational qualifying/discovery questions.

A. Key question: When would you like to have the property sold and the check in your hands?B. Key question: If for some weird reason you dont find the right buyer, do you have a Plan B?

7. When the seller sez We can sell it ourselves! Agree with them, dont disagree, argue or share perilous stories of danger, defeat and folly. Yes, they can successfully sell their property. Your challenge is to position yourself as the best alternative when they become frustrated and generatereferrals during their FSBO experience.

8. Follow Up & Follow ThroughA. Number one reason for failure - failure to follow up.B. Minimum Follow Up Weekly in person or by phone.


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Open

House


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Why do we hold Open Houses?Which House should we hold OPEN?

1. Located where directional arrows can generate traffic.2. Priced competitively.3. Maximum curb appeal.

What should you do if you dont have a suitable listing? Go get one. Hold OH for another team member.roductive Open Houses requires PLANNING.

A. Set the Open House date.B. Using the simple/fast/free/professional online web based Flyer Maker @http://online.garygreene.com Print 1 Make 87 Color Open House FlyersC. Mail 20 OH flyers (invitations) to your current buyers prospects/suspects and 20 of your mostenthusiastic cheer leader friends. Follow up with phone calls. Follow phone calls with a writtenshort/ sweet note, mail with 2 business cards. Hand deliver the OH Flyer/Invitation to 20 neighbors.Personally invite them, end your conversations with a question. When we sell this home, wouldyou like to know how much it SOLD for? If they say yes, get their contact information, add to your data base, enroll in your personal anti-Chaos, Perpetual Payoff marketing campaign, keep them

informed of new activity, write a short/sweet note, mail it with 2 business cards. If you are placingan OH sign on the edge of anyones property, knock on the door, ask for permission and invite themto your OH.D. Remind sellers to Keep the Stage Set.E. Get the sellers Out of the property, gracefully.F. Do your homework about the neighborhood: Current listings, recent sales, schools, parks, etc.G. Use a Guest Register to record names, physical and email addresses and telephone numbers.H. Set the stage - lights, blinds, aroma, music No TV

I. Prepare Flyer Packets - Your business card or personal brochure goes on top. Include propertyfliers of your other listings or listings in varying price ranges. The last page of the packet should beyour personal profile sheet.J. During slow traffic periods, use your cell phone Invite the neighbors, call people in your data

base and follow up with your expired listing and FSBO prospects.At the conclusion of the open house. Send Thank You Cards to attendees. Consult with your Sales

Manager or Trainer to create a follow-up strategy.

What we do today, right now,What we do today, right now,will have an accumulated effect on all our tomorrows.will have an accumulated effect on all our tomorrows.

~Alexandra Stoddard~~Alexandra Stoddard~
http://online.garygreene.com/http://online.garygreene.com/http://online.garygreene.com/


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Tell US.What CommissionDo YOU CHARGE?


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Q: What commission do you charge?

Answer : Our Marketing Fee is 3%. This fee includes massive broadcastnternet marketing, targeted advertising, and all the selling services required to

get your property SOLD for Top Dollar and in a time frame that works best for you. We manage, coordinate and orchestrate the entire process from day onehrough a successful and trouble free closing.

When we advertise your property in the Multiple Listing Service, we will beompeting with sellers who are offering agents working with qualified buyers a% commissionwe will also compete with New Home Builders who pay a 3%ommission as well as the occasional bonus. We recommend that our sellinglients offer a 3% selling commission as well.

Of course, we only get paid for a successful outcomethere are no upfront feesnd we offer a guarantee.


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Key ConceptsPeople buy and sell real estate every daywhy not with you?

Creating Top Of Mind Awareness.

The Positioning

The Sticky Pinball Principle

The 3 People Principle

ts not who you knowits who knows you.as a Realtor

How do people who know you.define you? How do you wanto be defined?

The Solution Secret Solve Dont Sell

Rocket Science? Nope. Action!4 Levels Of Competence.

Documents

The Forgotten Obvious -How To Bam-Boom Your Real Estate Business