How To Niche, Click and Stick In A Trust Starved Society. A Success Guide For Real Estate Agents

8/8/2019 How To Niche, Click and Stick In A Trust Starved Society. A Success Guide For Real Estate Agents.

http://slidepdf.com/reader/full/how-to-niche-click-and-stick-in-a-trust-starved-society-a-success-guide-for 1/120



Ken Brand

2

Cell: 832-797-1779Office: 381-367-3531

Blog: www.BrandCandid.com

[email protected]/KenBrand

Twitter.com/KenBrand

YouTube.com/KenBrand



3

To Become Someone

You¶ve Never Been Before

Will Require You To Do ThingsYou¶ve Never Done Before



4How Do You Get From Here

To There?



5

The Secret To SuccessThe Secret To Success

Is NOT A Secret.Is NOT A Secret.

It Is . . .It Is . . .

Knowing WhatKnowing What

Others Don¶tOthers Don¶t

++

Doing WhatDoing What

Others Won¶t.Others Won¶t.





7

Your Modern Mind Set = What and Why.Your Modern Mind Set = What and Why.



8Your Skill Set. The How? The When?



9Don¶t Drink The Bad Kool-Aid



10

Do NOT Shout, Chase, Capture,

Convert & Close.

Do Listen, Converse, Share,

Solve and Serve.



11

You Must

TransformYourself

From

Civilian

To

Real Estate Monarch.



12

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

(As a Realtor) ~ Steve Rand

You¶re Either Interesting/Visible or Invisible~ David Freeman



13

Lost In A Sea Of Sameness?Lost In A Sea Of Sameness?

How Can You Rise UP?How Can You Rise UP?



14



15



16



17



How Do People You Know

View You? 18



19

Flip The Script

Create

Flip The Script

Create

Top Of Mind

Awareness

Top Of Mind

Awareness



20

How Do We Create

Top Of Mind Awareness?



21

Ho To Find O t



How To Find Out

What¶s Relevant.

Conversation

&

Connection

Contact

Discovery& Service.Sharing Solutions

Chosen

&

Recommended

22



The Golden Rule Is BROKEN04/01/10

23



04/01/10http://www.flickr.com/photos/marcosanchez/1481288935/

24



04/01/10

53

Joe Dirt Get¶s The

Golden Rule 2.0

25



04/01/10

56

Golden Rule 2.0

Do Unto Others As You THEY

Would

Have Done Unto Themselves

Golden Rule 2.0

Do Unto Others As You THEY

Would

Have Done Unto Themselves

26

The Future Of Your Future Is Psychographic



27

Interests

Activities

Opinions

Behavioral patterns

Habits

Lifestyle

Perception

Hobbies

Created With: http://www.Wordle.com

The Future Of Your Future Is Psychographic.

Think tribes, niches, pods and personas.



04/01/10

20

2. R emark able

28



04/01/10

20

What Does

R emark able

Mean To YOU?

29



30



04/01/10

You Don¶t Have To Be Super-Woman.

You Do Have To...

1. Show up.

2. Listen.

3. Deliver.

4. Be consistent.

5. Keep your promises.

6. Don¶t brag.7. Don¶t push.

8. Follow-up.

9. Follow-through.

10. Pay attention.

11. Be generous.

12. Show up on time.

12. Have a sense of humor.

13. Don¶t complain.14. Don¶t make excuses.

15. Accept responsibility.

16. Have patience.

17. Be passionate.

18. Be thoughtful.

19. Don¶t blame.

20. Don¶t shame.

21. Be positive.22. Be empathetic.

23. Be thankful.

24. Etc.

You Don¶t Have To Be

Superwoman. Just Show Up

and Be A Good Person and

Most Of All...

Be TRUSTWORTHY.31



04/01/10

21

http://www.flickr.com/photos/yushimoto_02/4251723517/3. Repetition 32

R epetition



04/01/10

21

epe oMonologue Marketing =

Advertising

Direct Mass Mail

Personal Mail

eMail

eNewsletter

Twitter.com

Facebook .com

LinkedIn.com

Video - Youtube.com/Vimeo.com

Blog Author

Conversation Marketing =

eMail

Text

Chat

Twitter

Facebook

Blog Comment Conversation

Phone

In Person

33

The Electric Pinball Principle

The Electric Pinball Principle



34It¶s not ³who´ you know

It¶s ³who´ knows YOU«as a trustworthy, Realtor Icon

It¶s not ³who´ you know

It¶s ³who´ knows YOU«as a trustworthy, Realtor Icon

The Electric Pinball PrincipleThe Electric Pinball Principle



35

The 3 People PrincipleThe 3 People Principle



36



37It¶s NOT Rocket Surgery



38



39



40

What DoYou Fear



41



42

Fail Faster Fail Faster Succeed SoonerSucceed Sooner



When You Feel Fearful,

Do You«

Hit The Brakes?

Swerve?

Turn Into It & Floor It?43



04/01/10

20Chris Brogan Share 100 Personal Branding Tactics Using Social Media

http://www.chrisbrogan.com/100-personal-branding-tactics-using-social-media/

Social Media

Destiny Accelerator

Social Media

Destiny Accelerator

44



45



46

DO NOT Run Off Twitch & Half Cocked.

Lions Be There!



Social Media? Fad or Future?

47



48



49

If you¶re ³I Want To BE Choosable´ serious,

I recommend this Chris Brogan book Social Media 101.

http://www.chris brogan.com/social-media-projects-you-could-start-today



50

In Person and On PurposeIn Person and On Purpose

&&

Contact and ConversationContact and Conversation



51

³Don¶t Get Through, Break Through;³Don¶t Get Through, Break Through;

Don¶t Hide Out, Shine Out; AndDon¶t Hide Out, Shine Out; And

Don¶t Meet The Standard,Don¶t Meet The Standard,

Set The Standard.´Set The Standard.´~ David McNally



Speak Perpetual Success Into Existence 52



53

It Matters!

What You Say.

How You Say It.

The Story Of A Sign.

Ho Yo Sa It



54

How You Say It.

It Matters.

This is mostly a silent film. Watch for the sub-titles at the very end.

Story Telling



55

Story Telling

Know How It EndsChoose A Beginning

Include Details

Your Reticular Activating System

Broca & SurpriseLaws of Attraction



56

How·s That

´Real Estate ThingµWorking Out?



57

Be

A

Purple Cow

The Book By Seth Godin



Beam Savvy

1. Be prepared - know exactly

what you are going to say

2. 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 something«youmust give something«a

commitment or a promise

58

Give Before you GET

I know you¶re busy, did I catch you at a good time?

I PROMISE to«



59

O S to«



60

I¶ve thoroughly researched and analyzed the real estate market.I¶ve interviewed all the prominent real estate firms in our market

place. I feel that I can provide my clients with the best servicesand results by partnering with Prudential Gary Greene,Realtors.



61

Can I ask you a

semi personalquestion? If a

close friend or

co-worker asked

you to recommenda real estate agent,

who¶s name pops

into your head?



62

Get Permission To Follow-Up

Earn Respect

Feel Good

³Would you be offended if I touched baseevery so often«to say hi and see if there¶s

anything I can do for you?

It¶s Official. Congratulations! You¶re a Realtor. What can you say to your

friends, neighbors, relatives and former coworkers that will begin transforming

their current perception of you as _ _ _ _ _ _, into a shiny new perception«the

professional, successful, productive, elite Realtor, worthy of referrals?



63

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

your new Elite Realtor Icon identity by uniquely responding to commonquestions asked of new real estate agents.

A few tips before we begin:

1. Be prepared - know exactly what you are going to say

2. 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 something«you must give something«a commitment or a promise.

They Say: How¶s the real estate thing coming?

You Say: Great. I¶ve thoroughly researched and analyzed the real estate

market. I¶ve interviewed all the prominent real estate firms in our market place. I

feel that I can provide my clients with the best services and results bypartnering with Prudential Gary Greene, Realtors. So, I¶m very busy building

my real estate business. I don¶t want you to get the wrong impression though,

although I¶m busy, if there is ever anything real estate related I can do for you or

someone you know«I promise I¶ll make time to help you or anyone you refer to

me. In fact, if you ever have a real estate related question or need«for example,

you need a contact number for a reliable painter, flooring company, etc., or you

need property tax information or anything like that«I would be happy to help.Also, if you ever hear of anyone in your neighborhood or at work, who is

thinking of selling or buying a home, I would consider it a huge favor if you

referred me to them. I promise to do a great job and I treat my clients like

family. If not now«WHEN? If not now«WHEN?

Option Two

They Say: How¶s the real estate thing coming?

You Say: Great. I¶ve interviewed all the prominent real estate firms in our



64

market place and I¶ve chosen Prudential Gary Greene, Realtors as my partner

and the company I believe will provide me the best opportunity to offer the bestreal estate marketing, services and most importantly results for my clients. I¶m

off to a busy start, thanks for asking. Can I ask you a semi personal question?

If a close friend or co-worker asked you to recommend a real estate agent,

who¶s name pops into your head?

They Say: I can¶t think of anyone.

You Say: Perfect. I¶d like the opportunity to earn the privilege of being the

Realtor you would call on if you should ever need any real estate related

help«or if a neighbor or coworker asked you to recommend a real estate agent, I

would consider it a huge favor if you passed my name along. With your

permission I¶d like to touch base with you every so often and see if there is

anything I can do for you or anyone else you might know who might need real

estate services or help. Would that be ok? Great«here¶s a my contactnumbers.

If They Say: Bill Big Shot with XYZ

You Say: Great. Betty Big Shot Diva is a good agent. Should you ever need a

second opinion or a second alternative, I¶d like to earn the privilege of being

the realtor you could rely on should Betty Big Shot Diva be unavailable. Withyour permission, I¶d like to touch base with you every now and then to see if

there is anything real estate related I can do for you or anyone else you know who

might need real estate service or help. Would that be ok ?

ThoseThose whowho get get noticed,noticed, Get Get Ahead Ahead. .

~T om~T om Peters Peters



65Send A Note + 2 Cards After Every Conversation



66

Wheeeee«..I Passed My Test.

I Can Sell Real Estate Now.

Hello World«Here I Come!

Calling Behind Your ³I¶ve Partnered With Prudential Gary Greene

Realtors´ announcements is the first critical step in creating ³Top of Mind

Awareness´ and a prosperous referral based business. Your first call/personal

contact is designed to inform everyone that you are; open for business, discover

immediate opportunities, explain how your business works and respectfully,

ti ll d t l k f i i t t i t h d k f



67

conversationally and courteously ask for permission to stay in touch and ask for

referrals.Step One: Mail your announcements, including one to yourself. When you

receive your announcement in the mail, go to Step Two.

Step Two: Set a goal for how many personal contacts you will make per day.

Pick up the phone and call as many people as it takes to reach your goal. The

faster you are, the more persistent and committed you are (you¶re a PRO right?)

the more successful you will be!Step 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 you¶re busy, do you

have a couple of quick moments? (Always provide an opportunity for a

graceful exit.)

They Say: Yes.

You Say: Great. I¶ve got my real estate hat on today and besides calling to say

hello, I dropped a couple of my Realtor business cards in the mail and I wanted

to double check and see if you received them?

Calling Behind Your« -- continued

They Say: Yes«.

You Say: Great. I¶m launching a new Real Estate Business and I¶ve chosen

Prudential Gary Greene, Realtors as my business partner. I wanted to make

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



68

sure you had my contact numbers« if you ever have a real estate related

question«like X Y Z , or if you hear of a neighbor or coworker who is thinkingof making a move«I would be happy to help. Although I¶m busy, I¶ll always

make the time to help you or anyone you refer to me and I promise I¶ll do a

great job. Oh«one other thing«.would it be ok to touch base every so often

to see if there is anything I can do for you. I wanted to get your permission.

Step Four: Send a handwritten ³note card´, with 2 business cards.

Step Five: In your ³contact manager´ note the date of contact and any relevant

information which will aid in making your follow-up contact unique.

Step Six: Send them a direct mail piece at least once per month. (Creates Top of

Mind Awareness!)

Step Seven: After your first monthly ³direct mail´ piece has been deliveredfollow up with a telephone call. This call is designed to discover new

opportunities, create ³Top of Mind Awareness´ and receive permission to

continue mailing. Your dialogue might go something like this«

You Say: Hi. Do you have a quick minute or two«I know you¶re busy. I

was calling to see if you received my Post Card«the one with the real estate

information?

They Say: Yes

You Say: Great, I would like to send you real estate related information from

time to time and I was calling for two reasons«to see if you received it and get

your permission to continue. I didn¶t want to assume it was ok, without

checking with you. Is it ok? ³Life is either a daring adventure or nothing.´ Helen Keller

Calling Behind Your«± Continued

They Say: Sure.

You Say: Thanks. If I can ever help you with anything real estate related, don¶thesitate to call on me. Although I¶m busy, I¶ll always make time to take careof you or anyone you refer me to. I promise I¶ll do a great job. Take Care.



69

Step Eight: Make personal contact every 70 days«ask for referrals. Your conversation for the second call might go something like this«.

You Say: Hi (Their Name), this is _________ with Prudential Gary Greene«I

know you¶re busy, do you have a couple of quick moments?

They Say: Sure.

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

that I would be touching base every so often and I wanted to keep my

commitment and check in with you. Can I do anything for you?

They Say: N ope

You Say: Thanks for visiting with me, if you hear of a neighbor or coworker

who is thinking of making a move in the next 30 days or so, I would consider it ahuge favor if you would pass along my card and contact numbers, or let me know

and I¶d be delighted to contact them. I¶m busy, but, I will always make time to

help you or anyone you refer me to. I promise I¶ll do a great job and treat

them like family. Would it be ok to touch base with you in a couple of months or

so?

Step Nine: Practice, Drill, Rehearse. Plan your work and work your plan.Consistent, personal contact will insure your success«today and tomorrow.

³³TheThe problem problem isis never never howhow toto get get newnew innovativeinnovative t houg htst houg hts intointo your your mind,mind,

but how to get t he old ones out .´

~~ Dee Dee Hock~ Hock~



70

Tell US«.

What Commission



71

What Commission

Do YOU CHARGE?



72

Q: What commission do you charge?

Answer: Our Marketing Fee is 3%. This fee includes massive broadcast

internet marketing, targeted advertising, and all the selling services required toget 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 onethrough a successful and trouble free closing.

When we advertise your property in the Multiple Listing Service, we will becompeting with sellers who are offering agents working with qualified buyers a3% commission«we will also compete with New Home Builders who pay a 3%commission as well as the occasional bonus. We recommend that our sellingclients offer a 3% selling commission as well.

Of course, we only get paid for a successful outcome«there are no upfront feesand we offer a guarantee.



73

Growing YOUR Top Of MindAwareness

Monthly Direct Mail sent to everyone in your data base is a critical step in

generating ³Top Of Mind Awareness´ and positioning yourself for successful

personal contact. Direct mail should be sent consistently, without fail«at

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

Step One: Go to http://online.garygreene.com and Sign up for your



74

personalized, monthly direct mail post card.

Step Two: Go to HAR .com and sign up for your personalized, monthly Email

Newsletter

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

personal call. Your dialogue might go something like this«

You Say: Hi (their name), this is (Your Name) with Prudential Gary Greene

Realtors, I know you¶re busy, do you have a couple of quick minutes.

They Say: Yes

You Say: Great. (Their name), the reason I called is, I sent you a post

card/Enewsletter/Ecard, it had (describe the piece) and I was calling to see if youreceived it.

They Say: Yes.

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

related information from time to time, but I thought I should ask you if it was ok

before I started. Would that be ok with you?

They Say: Yes.

Monthly Direct Mail & Email Newsletter ± Continued

You Say: Thanks, I appreciate it. If I can ever help you with anything real estate

related, please don¶t hesitate to give me a call. Although I¶m busy, I promiseI¶ll always make time to help you«or if you hear of anyone in your neighborhood or a coworker who is thinking of making a move«I¶d be happy toh l h d I i I¶ll d t j b d h lik f il A i



75

help them and I promise I¶ll do a great job and treat them like family. Again,

thanks for your time«.take care.

Step Four: Follow up your personal contact with a note card and two business

cards. Note your conversation in your data base. Go meet more people, engage

in conversations«.YOURSELF SKYWARD, ABOVE THE SEA OF

SAMENESS!

³ We have a ³ strategic´ plan.³ We have a ³ strategic´ plan. It¶s called doing t hings´ It¶s called doing t hings´

~Herb Kelleher~~Herb Kelleher~



76



77

How¶s The Market?Tell A Super Simple Story

Include Facts = Believable

Plot = Offer A Benefit or Ask For Help

End Your Story With A Request ± Who can use your benefits or can they help you solve your problem?



78

Cool House On Tour Story



79

Your Next

Open House Palloza

Recent Closing.

New Beginnings Story



80

Your New Listing Needs A Buyer.

Your Recent Buyer Needs Replacing.



81

The Cool People Your Working With



Can¶t Find The Perfect Home

82



83

The

Domino

Effect

The Transaction You¶re Working On Is Only The Surface!

You¶ve faithfully marketed, advertised, networked and promoted yourself. Your

hard work has paid off, you have a client who trusts you enough to employ you.

It¶s now time to build on your success.«set expectations and earn at least one

referral recommendation during the transaction and two or three additional

referrals every year.



84

Step One: Inform your clients that your goal is to deliver such a positive

experience, that if anyone should ask them or they know of anyone who needs

real estate help«they could and would enthusiastically, confidently and

comfortably refer you to their friends, neighbors and coworkers. Use dialogue

similar to this at the end of your Listing Presentation/Marketing Proposal/Buyer

Service Presentation:

You say: In conclusion, simply stated, my goal is to deliver results and a level of service that creates such a positive experience for you and your family that if a

friend or relative asked you for the name of Realtor, you could comfortably and

confidently recommend me to assist them with all their real estate selling and

buying needs. Being recommended is one the highest compliments a Realtor can

receive.

Step Two: During the transaction, at an appropriate time (when the clients say

³thank you´), respectfully, consistently and conversationally thank your clients

for selecting you and ask for referrals. Use dialogue similar to this«.

When the clients say: T hank you so much for all you do«you are the best

realtor on the planet.

³I f you don¶t like change, you¶re going to like irrelevance even less!´

The Transaction You¶re Working On Is Only The Surface

You Say: Thank you, I am so pleased this experience is so positive. As I shared

with you when we first met«my goal is to deliver a level of services that would

allow you to confidently and comfortably refer me to your friends, neighbors and

coworkers when they need real estate help too. I¶m glad things are going well.

Please keep me in mind when you hear of someone needing real estate services.



85

If you share their name with me, I promise to call them promptly and do a great job for them as well. Can you think of anyone (neighbor/friend/coworker) who

has mentioned selling or buying in the next 60 days? Oh, just in case«here¶s a

couple of cards, feel free to pass these along to anyone who you feel needs help.

OR

You Say: Thank you, my pleasure. Oh, by the way... if you know of anyone

who's thinking of buying or selling in the next 60 days or so and wouldappreciate this same level of service, just give me a call with their name and

number and I'll promptly follow up. I promise I¶ll do a great job and deliver the

very best in service and results for them as well. Oh, I almost forgot, here¶s a

couple of business cards, feel free to pass them along to anyone you feel needs

real estate help.

It¶s not t he strongest of t he species t hat survives, nor t he most intelligent,

but t h

e one most responsive to ch

ange.~ C harles Darwin

The Universal Law Of

Reciprocity



86

Someone ³Calls´ And Asks You To Do Them A Favor. You Do A Favor. TheyThank You. You Say, ³Your Welcome´, Then Give Them An Opportunity To

Return The Favor.

TheThe UniversalUniversal LawLaw of of Reciprocity!Reciprocity!

C l i l i l d b i ll



87

Congratulations, people view you as a real estate expert and begin to call on youfor real estate related favors and answers to their burning questions« telephone

numbers for painters, roofers, neighborhood real estate activity information,

information to dispute their taxes, refinance information, community

information, etc. Let¶s keep the cycle of favors circulating by giving the ³favor

asker´ an opportunity to repay you«with a referral

When they say: ³T hank you so much for your help«you¶re the best!´

You say: No Problem, I know you could have called any of a dozen other

realtors to help you«I really appreciate your thinking of me. Call on me any

time for anything you need«also, I would consider it a huge return favor if,

when you hear of a friend, neighbor or coworker who needs real estate help, you

would recommend my services to them, maybe pass along my phone number.

Or, even better, if you could give me a call, I would be happy to contact them«I

promise to do an excellent job for them. Can you think of anybody off the top of your head?

They say: Nope

You Say: You take care now, thanks for calling on me and if you hear of anyone

who needs help, I would greatly appreciate you referring them to me. Bye.

Follow-up: Be sure to send them a ³Note Card´ and two of your business cards.

³Y ou³Y ou must must BE BE t het he changechange you you wishwish toto seesee inin t het he world world. .´ ´

~Gand hi~~Gand hi~



88

White Gossip

Cheerleaders

Commission Checks



89



90



91

She¶s Seducing«

Your Clients

Your Friends



92

Your FriendsYour Prospects

Your Suspects

She¶s Flying Her Purple Cow Freak Flag.Listen. All the people you know, she knows. She knows

you¶re a pro, respected, savvy and well connected. She

wants to seduce your people. She knows she has to

delight, surprise, entertain and fly her Purple Cow Freak

Flag. Next week, while your chapped lips and paper cut

tongue heal and you¶re waiting for your Ho-Ho-Hum

Christmas Cards to land in the sea of sameness, she¶ll be

inviting everyone you know to two hours of star

bedazzled fantasy, Technicolor surround sound, wootworthy red carpet entertainment



93

yworthy, red carpet entertainment.

She¶s 1 in 499

Here¶s How Brad Pitt, Will Smith, Jennifer

Aniston and Hugh Jackman Are Helping.She¶s inviting your friends, clients, suspects and

prospects to a Hollywood Holiday Blockbuster. An

afternoonmatinee.

Here¶s a stolen copy of her Simple 10 Step Plan (Don¶t tell her I told you.):

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

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

3. Write fun email; include a picture of the movie posteror movie star. Send to everyone.

4. Wait 1 day. Call all. Say hello. Confirm receipt. Personally invite. Chitchat. Let conversational magic

bloom. Share excitement for a ³yes´, express regrets for a ³no´ (Either way, the ³Halo Effect´ shines it¶s soft

blessingon her relationship).

5. Follow-up all my conversationswith a short, handwritten note card. Mail.

6. Meet everyone at the movies. Sport my real estate name badge. Hand out movie tickets. Greet everyone

with watermelon smile and warm ³your welcome´ hugs, as the y gush, ³T hank you so much, how thoughtful.

I needed a break. You¶re the greatest friend and Realtor of all time.´

7. Bringdigital camera. Take pictures.Go insideand enjoy the movie.

8. Say good-bye. Give everyone a warm repeat hug, well wishes and appreciative ³You Rule¶s´

9. Post ³We¶re having fun!́ pictures to my Facebook account.

10. Write fun post movie follow-up email. Include pictures of grinning attendees and a link to my Facebook

photo album. Tweet about it too. Send Email to all invited.

Here¶s What She¶s Thinking:She never mentions real estate; her invitations are wrapped in her branded email stationary. Postage is free.

Whether people can enjoy or not, all appreciate the gesture and invitation. Other agents are doing nothing or

sending Holiday cards; she¶s giving the gift of entertainment, spectacle and delightful experience. People

will talk about her invitation, and the movie; people don¶t talk about Holiday cards or invisible agents. She

can touch people five times in one week; email invitation, phone call follow-up,/chit-chat, follow-up

handwritten note card, at the movies thankyou¶s and well wishes, post movie follow-up email.

What are you going to do about it?That¶s it Like I said onl 1 in 499 ill do this The q estion is ill that 1 in 499 be doing it ith o r soon



94

y g gThat¶s it. Like I said, only 1 in 499 will do this. The question is, will that 1 in 499 be doing it with your soon

to be seduced friends, clients, prospectsand suspects or are you that unique 1 in 499 person?

For you 1 in 499¶s, let me know how it goes. For the other 498, I¶m sorry.

See you at the movies.

BONUS: Oh, I almost forgot, there¶s a sample eMail invitation on the next page.

³You can cut all the flowers but you cannot keep spring from coming.́ ~ Pablo Neruda



95



96

Generate fire hose force referral business by leveraging contact with your

current buyer/seller prospect/suspects when following-up.

At the conclusion of your follow-up conversation«

You Say: Great talking to you. Oh, one last thing«between now and the next

time we meet, if you hear of a friend, neighbor or coworker who is thinking about

making a move in the next 30 to 60 days, I would consider it a huge favor if you pass along my name and contact number or I would be happy to call them. I

promise I¶ll follow up promptly and I¶ll do a great job. Of your friends at XYZ,

who will be the next to move?

They Say: N ope.

You Say: Thanks«talk to you soon. Send a note card and two business cards.

Three mont hs from now you may wish you had started today.Three mont hs from now you may wish you had started today.~ Karen Lamb~ Karen Lamb



97

Confident PersuasionConfident Persuasion

Seductive Odd Angle ConversationSeductive Odd Angle Conversation

Speak Your Way To Perpetual Payoff Speak Your Way To Perpetual Payoff

Unique Selling PropositionsUnique Selling Propositions

Transition Phrases

Would you be open minded«.

Would you be offended«

Let me propose this«

Can we work together on that basis«



98

g

Can you see any disadvantage to..

Of all your friends at XYZZ, who will be the next to make a move?

Unique Selling Proposition - SELLER

Transitional Bridge ~ Conversational Portal

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

O if h i i l d bl



99

Or if you hear a commission related blast«

Listen«I hear you. I¶m like you and everyone else«nobody wants to over payfor anything. We¶ve all been promised the moon and what we got was a fist fullof air, broken promises and mealy mouth excuses.

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

Let me propose this idea.

Let¶s meet and I¶ll share my uniquely tailored world wide marketing plan withyou. I¶ll share advanced, top tier, ultra effective marketing, advertising,merchandising strategies that will broadcast-blast your property information tothe far corners of the world«viewable electronically in digital full high-impact

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

These critical broadcast factors effect the sales price«your net bottom line proceeds«thin and weak marketing = meager and stunted net proceeds, thick, powerful and persuasive marketing = more money for you.

Unique Selling Proposition - SELLER

Transitional Bridge ~ Conversational Portal Continued«

Also, briefly or in as much detail as you like, I will share how wecommunicate, manage and lead all the various role players in transaction«for

example, the co-op brokers, mortgage lenders, home owner¶s insurance,mortgage appraisers, title insurance, property inspectors, survey people, home



100

mortgage appraisers, title insurance, property inspectors, survey people, homewarranty details and others.

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

yours«it¶s all guaranteed.

At the conclusion of our meeting if your feel I¶m the right person for the job«that I can get you home SOLD for more money with less hassle andstress«then you¶ll hire me. That would be exciting. If not, then youwon¶t«no worries«I¶ll wish you well, our meeting is complimentary andsome of the gems/bright ideas I share with you will help you sell your home for

more money no matter who you choose.

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

Unique Selling Proposition - Buyer

Transitional Bridge ~ Conversational Portal

You: Sounds to me like you¶re looking for something special? Let me

propose this«The reason it¶s hard to find that special house is when HOT newlisting inventory tumbles onto the market«I¶m talking about homes that are priced great, show fantastic, stunning curb appeal, lush landscaping, fabulous

floor plans and perfect location



101

floor plans 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 internet«theysell too fast.

These homes are sold by fast acting, eagle eyed Realtors who monitor themarket and notify their preferred clients as soon as something appears on themarket. 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

specific criteria, would you like detailed information rushed to you via email?

Then you¶d be the person with insider information, knowing what¶s available before the masses.

It¶s pretty simple, free and no hassles«all I need is a couple of quick minutes to better understand what you¶re looking for«then I¶ll have the information I needto program my Homefinder Software and bada-bing-bada-boom, you¶re poisedto WIN.

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

Home Work Assignment

To Be Shared With

Classmates Tomorrow



Classmates Tomorrow

Morning

102



103

Just Listed and Just Sold Announcements lead to Golden Opportunities ±

New Listings,Qualified Buyers & Referrals

Go to http://www.quantummail.com/prudentialgarygreene to order your

cards. Use this convenient, fast, affordable service to send your Just

Listed/Just Sold announcements. Log in, choose your card, choose your

message, pick the streets for delivery, order the names, address and telephones

numbers, order a confirmation card. After you receive your conformation card,

follow up your direct mailing with a prospecting telephone call. Your

conversation may go something like this.

Just Listed Announcements

Acknowledge the party called by name: ³Hello, may I speak to Mr. or Mrs.

XXX, please.´

You Say: ³Hi, this is your name with Prudential Gary Greene Realtors, I

know you¶re busy, do you have just a couple of quick seconds? The reasonI¶m calling is we just listed the Smith¶s house down the street and I sent out a

³Post Card´ announcement«do you recall receiving it? We wanted to let the

neighbors know, so that if you knew of anyone who would like to move into

the area, we would be happy to show them the property and it¶s a chance for

you to pick your new neighbors. Also, when we sell this property would you

like to know what price it SOLD for?´

Ít Ít takes takes contacts contacts to to make make contractsµ contractsµ ~MarilynEiland~



104

Golden Opportunities - Continued

They Say: Sure

You Say: Great. Confirm their address. End the conversation: ³Thanks for

your time, it¶s been nice talking to you, I¶ll be in touch.´

Just SOLD Announcements

Acknowledge the party called by name: ³Hello, may I speak to Mr. or Mrs.

XXX, please.´

You Say: ³Hi, this is your name with Prudential Gary Greene Realtors, I

know you¶re busy, do you have just a couple of quick seconds? The reason

I¶m calling is we just SOLD the Smith¶s house down the street and I sent out a

³Post Card´ announcement«do you recall receiving it? We wanted to let the

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

anyone in the neighborhood who was thinking of selling in the next 30

days«our marketing efforts have generated additional interest and we may

have other buyers 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: N ope

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



105

Golden Opportunities - Continued

You Say: When the sale closes, would you like to know how much the

property sold for?

They Say: Sure

You Say: Great. Confirm their address. End the conversation: ³Thanks for your time, it¶s been nice talking to you, I¶ll be in touch´ or ³Thanks for your

time, it¶s been nice talking to you.´

If these contacts were positive«write a short ³thank you´ note and include two

of your business cards. Add this person to your data base and begin mailing at

least monthly (Enroll them in your Anti-Chaos/Perpetual Payoff Program.

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

new activity in the neighborhood (auto-notification). Give them a call when

the property goes under contract and once it¶s closed. In any event call every

90 days to say hello.

If If things things seemseem under under control,control, you·re you·re not not going going fast fast enoughenough..~ Mario Andretti



106

Easy Expired ListingsExpired Listing Victims Are Mad As Hell!

Rightfully So.

Why Should You Call On Them?

Easy Expired Listings ± Star SystemThe Expired Listing Mindset

1. Frustrated

2. Angry

3. Distrustful

Six Steps to successfully working with Expireds

1. Be quick & persistent.2. Confirm that they want to sell.

3 U d t dth i f t ti thi li t d l t th th l



107

3. Understandtheir frustration,,empathize,,listenand 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 presentationon the phone.

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

Dialogue

You Say: ³T his is ³Your N ame´ with Prudential Gary Greene Realtors. I see on the Multiple Listing

Service computer that your home is no longer listed ³F or SALE´. Do you still want to get your home

SOLD?´

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

We relisted«don¶t you know anything?

We¶re going to sell it ourselves.

We¶re going to relist with a friend.

You¶re the fifth person to call«where 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 aren¶t paying 6%!

All you realtors do is put a sign in the yard, put it in MLS and disappear«I hate all realtors!

What makes you so special?

What can you do for me that hasn¶tbeen done?We¶re going to take it off the market for awhile.

We don¶t need to sell unless we get our price.

We don¶t know what we¶re going to do.

Your goal is to keep them talking long enough to discover how you can get an appointment to offer

a solution to their problems.

A leader is a dealer in hope. ~ Napoleon

Expired Listings - ContinuedAllowing the seller to vent and asking ³smart´ questions will keep the conversation moving

forward and help you discover what the original motivation for selling was and how you can help

the 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 Seller«

W here did you want to move to?



108

W h y were you originally selling?

Are you still open minded about different marketing ideas for your home?

Has anybody told you wh y your home hasn¶t SOLD? There is only one reason t hat a home doesn¶t

sell in our market place. And t hat¶s because of t he marketing. I¶d like to come over and show you

how we can UPGRADE t he marketing of your home.

W h y do you feel your home didn¶t sell?

After discovering the seller¶s 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

have a guarantee that the services would be delivered as promised, would you be open minded to new

ideas that would (renew their motivation): help you get your home sold and move your family into a

new home closer to work with a shorter commute, so you could spend more time with your family. Or,help you move your family into a home with a big pool? Or, help you move into that new home that

would have 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

workshopyou¶ve 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 ( ³Would you be offended if I followed up from time to time?´).

Follow up your conversation with a ³Thank You´ note and a personal visit to introduce yourself. Add

this prospect to your mailing and email lists and follow up with a weekly telephone call. One reason to

contact them is to update them on new activity in their neighborhood.



109

Practically Fool Proof

For Sale By Owner

System

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

1. Believe they can do it themselves

2. They want to save the commission

What NOT to do«

1. 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.

2. 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 the difficulty on their own and then be ready to talk.



110

3. Sell all of your services. If you're not buying a car, you're not interested in all of its features. Same

with FSBOs. They're not ready to hire a real estate agent, so they don't want to hear about your

company...yet.

SuccessSteps.

1. Find a FSBO ± DrivingNeighborhoods/YardSigns, NewspaperAd, Bulletin Boards, etc.2. Make Contact Ask for an appointment - Contact Dialogue: Hello, I¶m ( Y our Name) wit h

Prudential, Gary Greene Realtors. I¶m calling because I see you¶re selling your home. Are you

cooperating wit h Realtors? I would like to make an appointment to view your property«what are

your visiting hours? (Get in the door honestly«do 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 like«

FSBO: Do you have a buyer?

YOU: ³Candidly, I¶m not calling because I have a buyer for your property yet . What I have found

is that I can do the best job of creating interest in a property if I¶m familiar with it . I washoping you could show me through the property. Then I could intelligently and enthusiastically

promote your property«and match a qualified buyer prospect with your property. Does that

make sense? Great, when would be a good time to tour the property?´

FSBO: W e 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 terms«would you be open

minded to saving the listing fee and only paying the selling fee?

FSBO:W

e 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.³

Dink Weber

Practically Fool Proof For Sale By Owner System

FSBO: W e are not working with REALT ORS! A: I understand. Because I¶m busy in this area, it¶s

possible that I may be working with buyers and they may see your sign and ask me about your

property. I understand that you¶re not interested in paying any fees«would you be open minded to

my previewing the property«then I could answer my buyers potential questions and if they were

interested, I¶d 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 mean«I understand you¶re not paying

any fees?

FSBO: W e are not payingany commissions!A: Same as above

FSBO: Sure come on over A: Kneel and pick your jaw up from the floor the three second rule



111

FSBO: Sure, come on over. A: Kneel and pick your jaw up from the floor«the three second rule

applies! Thanks, I¶ll be right over.

5. Preview the home, remember, you¶re on a curiosity inspired discovery mission. Be yourself,

attentive, in the moment and inquisitive. Ask questions, don¶t sell and tell. You have two ears and

one mouth for a reason. Ask for a tour: ³Would you tour me through the home as you would a

qualifiedbuyer´ ?

6. While touring, casually and conversationally, discover their ³Time/Motivation´ factor by asking

conversational qualifying/discovery questions.

A. Key question: ³When would you like to have the propertysold and the check in your hands?́

B. Key question: ³If for some weird reason you don¶t find the right buyer, do you have a ³Plan

B?´

7. When the seller sez«³W

e can sell it ourselves!´ Agree with them, don¶t 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 generate

referralsduring their FSBO experience.

8. Follow Up & Follow Through

A. Number one reason for failure - failure to follow up.

B. Minimum Follow Up ± Weekly in person or by phone.



112



113



114

OpenHouse

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 don¶thave a suitable listing? Go get one. Hold OH for another team member.

Productive 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 Flyers

C. Mail 20 OH flyers (invitations) to your current buyers prospects/suspects and 20 of your most

enthusiastic cheer leader friends. Follow up with phone calls. Follow phone calls with a written



115

enthusiastic cheer leader friends. Follow up with phone calls. Follow phone calls with a written

short/ 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. ³When we sell this home, would

you 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 placing

an OH sign on the edge of anyone¶s property, knock on the door, ask for permission and invite themto your OH.

D. Remind sellers to ³Keep the Stage Set .́

E. Get the sellers µOut of the property´, gracefully.

F. Do your homework about the neighborhood: Current listings, recent sales, schools, parks, etc.

G. Use a Guest Register to recordnames, physical and email addressesand telephone numbers.

H. Set the stage - lights, blinds, aroma, music ± No TV

I. Prepare ³Flyer Packets - Your business card or personal brochure goes on top. Include property

fliers of your other listings or listings in varying price ranges. The last page of the packet should beyour personalprofile 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 ³follow-up´ strategy.

W hat W hat we we do do today,today, right right now,now,

will will have have anan accumulated accumulated effect effect onon all all our our tomorrows tomorrows..~Alexandra ~Alexandra Stoddard~ Stoddard~



116



117



118And in Conclusion, I¶d like to thank you for your time and attention. I wish you mighty sales

success. And leave with you with this inspirational poem by Mya Angelou



119

You may shoot me with your words,You may cut me with your eyes,

You may kill me with your hatefulness,But still, like air, I'll rise.

Does my sexiness upset you?Does it come as a surprise

That I dance like I've got diamonds At the meeting of my thighs?

Out of the huts of history's shameI rise

Up from a past that's rooted in pain

I riseI'm a black ocean, leaping and wide,

Welling and swelling I bear in the tide.Leaving behind nights of terror and fear

I riseInto a daybreak that's wondrously clear

I riseBringing the gifts that my ancestors gave,I am the dream and the hope of the slave.

I riseI rise

I rise.

You may write me down in historyWith your bitter, twisted lies,

You may trod me in the very dirtBut still, like dust, I'll rise.

Does my sassiness upset you?Why are you beset with gloom?

'Cause I walk like I've got oil wellsPumping in my living room.

Just like moons and like suns,With the certainty of tides,

Just like hopes springing high,

Still I'll rise.

Did you want to see me broken?Bowed head and lowered eyes?

Shoulders falling down like teardrops.Weakened by my soulful cries.

Does my haughtiness offend you?Don't you take it awful hard

'Cause I laugh like I've got gold minesDiggin' in my own back yard.

Still I RiseMaya Angelou

Who¶s Ken? A: At age 4, at 3:42pm on Christmas Eve, he set fire to his home playing pirate in his living room.Fitting that things have come full circle. Ken¶s eager to help you spark your success, fly your flag,

burn down convention, help you explore uncharted territories and discover your buried trovesof treasure.

A reformed pyro, a coach, mentor, parent, amateur athlete, gadget guy, real estatepsychologistand self-taught social media anthropologist, Ken¶s been involved in more than15,700 transactions since 1978 in San Diego, Austin, Aspen, and in he and Robyn¶s (his wife of 27 years) current home The Woodlands Texas



120

27 years) current home, The Woodlands, Texas.

Through both spectacular failures and shared triumphant victories, Ken¶s seen, heard, andmost importantly felt it all. Now that their three kids have scattered across the country to live andlearn, he¶s eager to listen and advise, coach and counsel, commit and (in all likelihood) be

committed.

When not helping, Ken¶s typically floor-burning up the racquetball court or unearthing thirdgravitating bodies in films, books, social media, the majesty of life¶s daily spectacle, or his ownmurmured musings (two short Wild Fiction stories and guest writer at A gentGenius.com).

Work ± Live ± Play: Residential real estate services, bright ideas, candid consultations, anti-chaossystems, elite performance coaching, creative communication arts solutions & 31 years of fun,shared triumph, boom, bust, blood, sweat and tears experience. Sales Manager @ Prudential Gary Greene, Realtors ± The Woodlands Area Regional Marketing and Sales Center.

Ken Brand832-797-1779

[email protected]

Click THERE To

Connect With Me.Cheers.

Documents

How To Niche, Click and Stick In A Trust Starved Society. A Success Guide For Real Estate Agents