AREC 2013 Presented by Tom Panos
General Manager, Sales – Real Estate
Biggest Selling Hamburger in the World
Big Mac, McDonalds
Ranked Best Tasting Hamburger in the World
Kobe Beef Burger, Park Hyatt Japan
Brand = Reputation + Reach
YOUR BRAND
REACH
REP
UTA
TIO
N
The Agent Value Proposition
Premium Price
= High Impact Advertising
+ High Impact Negotiation
+ Buyer Emotional Connection
+ Buyer Competition Bidders
Dialogue for Marketing
• “Refuse to mis-market”
• “One extra buyer may bring 50k”
• “John West we reject 95% of buyers”
• “Print media is very powerful at uncovering passive buyers instead
of the buyer finding the property, the newspaper goes and finds
the buyer”
• “Investment not cost”
• “Only 3 out of every 10 people go past page 1”
It is unwise to pay too much but it is worse to pay too little
When you pay too much you lose a little money and that’s all
But when you pay too little sometimes you lose everything
Because the thing you bought is not capable of
doing the thing you needed it to do
List with me I am only 1% commission
SCRIPTS & DIALOGUE
“ART”
• “Have I done enough today to earn your business?”
• “Are you researching buying or selling today?” (At Open
House)
• “When selecting an agent will you be making a decision based
on things they can control or can’t control?”
• “It is the process not the promise of a price that will get your
home sold for and incredible figure”
• “My service is free of charge until I sell it for a figure you’re
happy with”
• “Thank you for that offer but that price level has already been
tested and unlikely to be accepted. If the owner was to say
no, what would your next offer be?
• “At the moment you are ON the market not IN the market”
• “It’s not about how long you’ve been ON the market it’s
about how long the buyer has been IN the market” (Great for
early offers)
• “Would you prefer I tell you what you need to hear or what
you want to hear?”
Extracting Offers
“Is there a price to excite you to purchase this property?”
Bottle of wine or box of chocolates
competition
Listing Presentation
• Are you in love with it or are your vendors in love with it?
• Vendor Presentation vs Agent Presentation
• You vs Them
• Question based vs Statement based
• When there is trust in the relationship the terms become
negotiable
• If 3 presentations are equal, fee becomes the differentiator
• Forget the words but remember the feeling
Delayed Gratification – The Marshmallow Effect
HARD WORK pays off in the FUTURE
LAZINESS pays off
NOW
(Prospecting to get contacts, not to get listings)
The only thing stopping you from getting your goals in business and in life is the bullshit story you tell yourself. Change your story and you change your life
In 23 years of Real Estate, I have come to the conclusion that training and coaching is EMPTY without ACTION and COURAGE. Temporary incompetence is a critical behaviour in growth
tompanos.com.au
7 billion people but only 1 you – let go of who you think you should be and start being who you really are
In a world that is
constantly trying to
change you,
authenticity is so
attractive