Free Listing Presentation Scripts (PDF, Doc)

0:00 all right team we’re going to go ahead and get started appreciate everybody being here today 0:04 appreciate all the Elite Builders in the room let’s clap it up if you’re an elite builder 0:07 in the room at the beginning of my real estate career I was uh selling real estate in Gainesville 0:12 Florida which if you’ve ever been there outside of the university is a very Sleepy Hollow town 0:18 it’s just cows and churches not as though there’s anything wrong with cows and churches but that’s 0:22 all there is the broker that I decided to partner with at the time and good for them they had a boot 0:29 camp that you had to go through before they would let you in to the company right and it consisted 0:36 of two weeks of sales training you know things like contacts equals contracts and making calls 0:42 and things of that nature and it culminated in a listing presentation that you actually had to 0:49 give in front of all of the rest of the company and they partnered you with another uh new agent 0:55 for those of you who may not know me I am somebody who’s very motivated by significance and I’m also 1:00 incredibly disgustingly competitive so I wanted to win I wanted to be the absolute best of the 1:06 whole presentation in front of the whole company right so I took it super seriously and they told 1:11 us to print out this information about like their listing presentation their marketing 1:16 thing and everything was like these piece of paper and they told us to go to Office Depot 1:19 and to print it out and to get a flip chart so I dutifully went to Office Depot printed it all out 1:24 got my flip chart ready to rock got my script and I went home to my wife Carla and said hey we need 1:29 to start role play playing not that type of role play but we need to start we need to start role 1:36 playing okay she’s like Okay cool so we start practicing and I’m diligently practicing like 1:42 you know all day all night and it comes the big day it’s time to present so my partner is a all 1:50 shucky kind of guy you know like a grandpa is kind of guy and he goes first and it’s 1:58 embarrassing he clearly did not prepare okay he was dressed in jeans and a t-shirt okay and he 2:09 stumbled through the presentation it was very clear that he didn’t practice at all okay now 2:14 I show up I’m the only person wearing a suit now it’s from the dead man collection and let 2:19 me explain what I mean by that the first suit that I ever bought I bought it in estate sale 2:23 cuz I had no money and a guy died who happened to be my shape and S uh I going going through 2:31 the closet at the estate so I look at my wife I’m like suit’s pretty nice bought the suit for 2:37 20 bucks add a little pocket square there let’s go so forever and ever it’ll always be from the 2:43 dead man collection first suit ever got right so I show up dress fresh like a million bucks got my 2:47 little pocket square in there and now it’s my turn to present and because I had spent a lot of time 2:52 doing what and preparing I was able to get through it now it wasn’t perfect okay cuz I’d only spent 2:59 you know 48 Hours practicing but I I took it really seriously and in my mind I was so worried 3:05 and concerned like oh my God what if he asked me how much my commission is anybody besides me have 3:09 ever been worried or concerned about that yeah more hand should be going what if they say I’ve 3:13 never heard of your company before anybody ever been worried about that yeah anybody on the way 3:18 there you’re like holy [ __ ] I hope they don’t ask me that I hope they don’t ask me that right 3:22 you has happened to you before right so I’m all concerned but like this guy didn’t even prepare 3:25 for the damn presentation so he just doesn’t ask me anything so I’m like right but I never forgot 3:30 that because the money is not in the service the money is in the selling of the service and if you 3:35 want to get paid like a professional you need to practice like one so there’s out of 20,000 agents 3:40 in the multiple listing service there’s only a 100 that do 20 million in volume myself included 3:44 that’s it you have 20,000 people competing for 100 jobs like what time would you get up what 3:51 would your schedule be like if you really wanted to compete for one of those jobs not just [ __ ] 3:56 around not just treat this like a vending machine that when you make a few bucks you go to co 3:59 R and post it on Instagram so since that boot camp I have spent 10,000 hours in roleplaying practice 4:09 I’ve gone on thousands of listing appointments and I’ve spent probably $400,000 and counting in my 4:15 own personal growth and development getting access to the best teachers the best trainers the best 4:19 mentors and now I no longer am at all concerned as to what somebody might say to me on a listic 4:26 bation I’ve spent the last 17 years of my career we selling 2,000 properties what we’re going to do 4:33 today is I’m going to go over with you the listing presentation the exact presentation that I’ve used 4:40 to list hundreds of properties a year it’s broken down into three separate sections and then we’re 4:45 going to go over some frequently asked questions common objections so that way you’re fully 4:48 prepared guys because when we go from 6 million transactions in a calendar year to a projected 3.8 4:53 million that means there are more people competing for the same opportunities and if you don’t have a 4:59 competitive Advantage don’t compete the year I don’t know why you guys think this is a lot of 5:03 money let’s do the math on this 150 you have taxes don’t you about 50 Grand now you got 5:14 100 you got business expenses don’t you how much are those 20 30 grand yeah now you’re at 70 you 5:20 got a rent or your mortgage payment car payment you want to take one nice trip a year how much 5:25 money’s left over zero amateurs practice until can get it right professionals practice until 5:31 they can’t get it wrong I should be able to wake you up in the middle of the night and be like bro 5:34 give me your listing presentation you’re like hi my name is Aaron and I really appreciate the 5:38 opportunity to be here and you just run right into it because Go Guys these conversations are 5:41 worth 10 15 20,000 bucks it’s immature to not be prepared there’s three separate sections of the 5:48 listing presentation from the time you hit the door till the time you start to talk about price 5:54 then there’s the pricing portion of the listing presentation then there’s handling objections and 5:58 closing okay it’s a map you just follow it now I’m curious let’s say you got on a plane and the pilot 6:06 said you know what we’re not going to go with the checklist today we’re just going to wing it would 6:12 you get on that plane no no imagine you went to a surgeon surgeon has a checklist they’re 6:17 like you know what we’re just going to bypass the checklist today I got this [ __ ] I’m just going 6:22 to wing it would you be okay with that why are you guys okay with going on listing presentations and 6:26 wing it they typically take seven NOS before somebody says yes and somebody’s going to be 6:31 in control I want it to be me so what do I mean by that how does how do we incorporate this into 6:35 the first section so if you’re taking notes put like from the time I hit the door till the time 6:39 I start to talk about price okay from the time I hit the door time I start talking about price so 6:44 the moment that you hit the door all of this is crafted and scripted so the first thing that I 6:49 would remind you guys to do because you’re all serious and [ __ ] is to smile when you knock 6:54 on the door I had to remind myself to do that because I used to be like here to do business 7:02 right so you knock on the door they open the door you’re like hi Arona nice to meet you 7:06 somebody’s going to be in control I want to be in control because if I if I let them be 7:10 in control there’s going to be a little [ __ ] dog running around we’re going to be sitting on 7:12 the couch drinking tea like nothing’s going to happen now what I want to start to do is I want 7:16 to start to immediately start to close you guys wait till the end to close I don’t know why and 7:23 remember it takes seven NOS to get to one yes so I want to get all those seven in right away 7:28 so the first thing I’m going to say to them is like well you know your home is really lovely 7:32 Chris it’s Tastefully furnished so I’m curious when we have offers come in are we going to be 7:35 including the contents do you want to take that with you to your next destination taking it with 7:39 me good what just happened there when who has offers come in we have offers come in it’s called 7:47 an assumptive close being assumptive is yeah I know she was like being assumptive is a function 7:53 of confidence and confidence is a function of roleplay and practice he’s going to be like no 7:57 we want to take that with us okay fantastic and then he continues to show me through and I’m like 8:00 yeah you know if I remember correctly Chris you were kind enough to share with me that you aren’t 8:04 planning on making any changes or modifications before I start to bring buyers through you just 8:08 want me to help you to sell it as it is where it is is that right that’s right what just happened 8:14 close number two right right so two closes have we talked about commission have we talked about 8:19 my [ __ ] snazzy marketing plan which by the way is the same as everybody else is but don’t tell 8:24 me so then we we’ve done those couple something closes and now it’s time to sit down again you 8:29 need to be in control okay so what I like to do is like we can go ahead and take a seat here at 8:33 the kitchen table that be all right cuz if you don’t do that you’re going to end up sitting 8:36 on a little shitty couch somewhere and it’ll be awkward and weird okay now in terms of where I 8:42 want to sit I want to sit where I’m the center I want the people to be sitting here right so 8:48 if husband and wife here so I can direct to both of them if I’m sitting across from you what does 8:52 that create an adversarial position and there’s a border and a boundary between me and you now 9:00 I will say first and foremost I just want to begin our time together Fatima just by saying 9:03 thank you smiling again for providing me the opportunity to share some information with you 9:08 and potentially help you with the sale I always like to begin these conversations just by asking 9:12 a few quick questions to make sure we’re on the same page would that be okay yes perfect so the 9:16 first question I have which I’m pretty positive I know the answer to based on what you shared 9:20 with me on the phone before we connected you guys have definitely decided that you’re going 9:23 to sell the home you’re not interested in like holding on to it or doing something else with 9:26 it is that correct yes okay yes notice I said would that be okay if I asked you questions and 9:32 she said yes I asked her another question she said yes that’s establishing a pattern of what 9:39 yes so okay great and then that leads me to my second question which I’m also pretty sure I know 9:46 the answer to Is you guys want to position the property pricewise to sell you definitely don’t 9:50 want to give it away that’s for sure at the same time you don’t want to have it sit on the market 9:54 for like six or seven months just testing the market is that correct yes she said yes three 9:58 times in a row I know shit’s a Jedi right and then that leads me to my third question you 10:06 know I’m aware I sent you over some information and preparation for connecting I’m sure you did 10:09 some due diligence you checked me out online you saw track record and reviews so have you 10:13 and your family have you guys already decided that you would like for me and my team to help 10:17 you with the sale yes yeah she couldn’t even help it like as her do it she’s like yes yes but what 10:24 are we doing there look two assumptive closes now I directly ask her she’s already decided to hire 10:30 me yet what do you guys do pick me pick me pick me please please please please please so I love yeses 10:37 I love NOS I hate Mayes but I’m cool with either one because now I know what direction to take you 10:42 see if you don’t do this and you don’t do a close right up front you don’t know what the hell’s 10:45 going on when you ask upfront they might be like well we’re not sure yet we’re going to talk to the 10:52 other agent good now I know that isn’t it better to know that now than to know it at the [ __ ] 10:56 end 100% if say we’re not sure we want to think it over cool I know that right but if I don’t ask up 11:06 front I want to get out of the way so we’ve closed three times remember take seven closes before we 11:11 get to a yes typically on average unless it’s like your mom’s sister’s cousin that wants to list the 11:15 property and then they just list it so let’s say she says uh no directly right to my face I’m like 11:24 that’s no problem you know uh I want you to make the decision that you feel is best I want to be 11:28 clear that is my intention Fatima so provided that what I say makes sense and you feel comfortable 11:32 and confident with me and my team that we can help you get the most into it quickly and efficiently 11:36 I have all of the appropriate paperwork with me and I’m prepared to go to work for you today fair 11:40 enough yes yeah what happened there she tried to tell me she’s the boss I’m like no you’re right 11:47 she’s like we’re not going to do this you know how many times people said Aaron I am not signing 11:51 anything today and I’m like that’s cute and along those lines you were kind enough to share with me 11:59 that in terms of the selection process of an agent you were looking for somebody that had a great 12:02 track record that had sold properties in this geographic area had a really good marketing plan 12:06 it would communicate you ve with you very well is there anything else you’d be looking to hear from 12:10 me today that will cause you to feel comfortable and confident just to proceed and put me to work 12:15 for closes tell me commission um what’s your commission that’s a good question and I’m more 12:20 than happy to have a conversation with you with regards to that so it sounds as though provided 12:24 that we check off all those other boxes and we’re in agreement in terms of the professional 12:27 fee which I know we will be it won’t be a reason why we don’t do business I’m sure we’ll come up 12:30 with something that’s mutually beneficial to all parties then we’ll be able to proceed and go to 12:34 work does that sound about right sure yeah what just happened what do you guys do when she asked 12:38 about the commission [ __ ] your [Music] pants oh my God I that’s what I didn’t want them to ask me 12:45 about at the culmination of our time together then there are a few potential outcomes right 12:52 the first which we really seem to be moving in that direction it’s an assumptive close we really 12:59 seem to be moving in that direction is that you may decide to list your home with me and by the 13:03 way when I say list your home with me what is that it’s an embedded command it’s neural linguistic 13:09 programming list your home with me do you hear it now it’s like I’m commanding you to do it and 13:15 we’re really excited to have that opportunity you know again I have all the appropriate paperwork 13:18 with me I’m pray it go work for you today the second potential outcome is there’s an outside 13:23 chance for whatever reason you may decide not to list the home with me and that’s okay too most 13:29 you guys would never say that out loud because you’re like oh please pleas please pleas pleas 13:33 please and then that leads us to the third outcome and this was just as important as 13:39 the other two is if for any reason at all Fatima if I feel honestly truly that I wouldn’t be able 13:44 to help you get what you wanted in the time that you wanted I may decide to very humbly decline the 13:49 opportunity to list your home the reason I would do that is I much rather earn your business with 13:53 Integrity being honest and straightforward about what’s reasonable and realistic versus promising 13:57 you something I know is not going to happen and not be able to deliver and any one of those three 14:01 I feel comfortable with fair enough we pursue that wi Retreats I’m demonstrating to you I’m 14:05 completely unattached to this [ __ ] outcome okay I may decide humbly now it’s important 14:12 how you do this if you’re like I may decide not to take your [ __ ] that’s not going to 14:15 work you know what I mean and remember this is still in the but we haven’t even talked about 14:22 price yet okay I’ve closed five times already I may decide to humbly decline the opportunity 14:29 right and when anyone El there I feel perfectly comfortable fair enough and you’re like yeah 14:31 that’s fair great so what I’d like to do now is just review some of those questions I asked you 14:34 over the phone just to make sure that I’m fully prepared and I can do a great job for you and 14:37 your family would that be okay what what is so I can do a great job for you and your family we’re 14:43 already working together is that okay you’re like yeah it’s great great so you were kind enough to 14:47 share with me that the main reason you want to sell the home you guys are moving to Texas is 14:50 that right yep and you also kind enough to share with me that time frame wise you really want to 14:54 make this move happen in the next 120 days is that correct so what that would mean I was thinking 14:59 about this on the way over here is that in order for us to make that happen in the time that you 15:02 want we would have to be under contract in like 30 to 45 days because it usually takes 30 to 45 15:07 days to close does that make sense to you yes yeah and that’s something we can certainly accomplish 15:12 we just need to get started right away okay okay are you going to need some help or assistance as 15:16 far as like uh finding a new property out in Texas would you want me to refer you an agent or do you 15:20 already have that under control you can refer me Agent like as we progress with this and with 15:26 showings and stuff like are is someone typically home most of the time or or how does that work 15:31 it would be my mother and then for your mom to make it convenient for her we can make it like by 15:35 appointment only or do you want us to call you first and then you’ll let your mom know or do 15:38 you want to let your mom know and what’s the best absolute best number for me to reach you at what’s 15:43 happening here she’s already like she’s already working with me people want to say yes you just 15:48 got to need to give them a reason to say yes now that is from the time I hit the door we haven’t 15:52 to the time I start to actually present price key phrases this is an option you’re the boss whatever 15:56 you decide I’ll support you 100% and again stop trying to lead with authority okay stop trying 16:03 to be like I know and you don’t because they have access to all the same information because of the 16:06 internet this is more collaborative right you’re going to share with them information help them 16:11 interpret it help them to make a decision that that that works for them and their family okay so 16:18 closing is a different skill than presenting okay what do you think I mean by that that closing is 16:23 a different skill than presenting I know you you notice the energy in the room it’s like oh [ __ ] 16:27 I’ve been doing that that whole time man I’m doing this wrong [ __ ] how is closing different than 16:31 presenting closing is actually asking for a it’s actually asking you know what closing is you know 16:35 the analogy I like to give it’s taking off all your clothes and being like it’s what it is we 16:41 doing this or not right that’s what closing is but you guys are afraid to do it okay there’s a book 16:52 it says knock and the door shall what open ask and you shall what receive it requires you to do what 16:59 ask so so it seems like we’re in agreement with regards to strategy and approach right in terms 17:05 of how to position the property so do you have any other questions or concerns for me before 17:08 we take care of the appropriate paperwork um yes so because of the price I’m listing lower 17:12 than expected I just met with an agent who said that he can list at 6:30 and get me and he’s also 17:19 uh lowering his commission okay awesome and I appreciate you you know bringing those things 17:22 up I’m concerned because the next property I’m buying I’m really going to need to make as much 17:26 money to put my yeah and I totally respect that and I appreciate your straightforwardness right 17:30 like if we’re going to enter into some sort of agreement with each other it’s got to be based 17:33 on trust and part of that trust is being able to have open conversations with one another so 17:37 I guess here’s my question to you having looked at the information together as a team just trust me I 17:44 I would like it to be more as well knowing that those other two sold how do you think it would 17:48 serve you and benefit you to list it at 6:30 when you need to be out to Arizona in 120 days 17:53 does that seem like a realistic expectation no no now you do want an agent that’s going to have the 17:57 intestinal fortitude to earn your your business with Integrity telling you the truth up front 18:01 don’t you I appreciate that yeah you know what the good news is you found what you’re looking 18:05 for so here’s my question is if we can come to an agreement in terms of the professional fee 18:08 today because I’m open having a conversation and I know we’ll be able to work that out like I’m 18:13 interested in win-win Dynamics I want us both to feel good about what we’re doing otherwise 18:16 we won’t do it if we could agree on that today would there be any other reason why we couldn’t 18:19 proceed right now no most of you guys verbally vomit when she mentions commission I’ll do it for 18:24 four yeah you’re still not talking numbers and I isolated both of the the objections one was price 18:34 and I leveled with you I’m like does that seem like a realistic expectation no you do want an 18:39 agent that’s like gonna be honest with you don’t you yes that other agent just is out I just took 18:43 like a [ __ ] sniper gun done now most of you guys jump into the commission what’s the problem with 18:51 answering an objection right away one might be right behind it you haven’t figured out if what 18:57 I want it all to get on the table again closings it’s what it is we doing this or not so I want it 19:04 all to get out so what I did is I did what’s called a set aside so imagine like there’s a 19:09 boulder between me and you like this impediment so I’m like if I grab this I put it over here 19:13 and I’m like you see that thing over there if we could deal with that over there can we do this 19:17 and you’re like look at she’s like yes we can do this right so we can do this you that’s what I’m 19:23 doing I isolated the objection and I set it aside and then you’re like yeah I don’t think so now 19:28 I say to you great what were you thinking we’re negotiating and who do I want to speak first her 19:32 her so you just have to have like the discipline to follow this process it’s like a checklist like 19:37 a pilot’s checklist you [ __ ] it up it’ll get messed up you’ll verbally vomit you’ll tell her 19:41 and she’ll be like well I’m G to think about I’m talk to your other AG leave and then you get in 19:45 your car you’re like I really think we connected so she’s like 5% yeah that’s an option and you 19:52 know what’s interesting for me is I never want to put you in a situation that actually wasn’t 19:55 beneficial to you as a homeowner can I explain to you what I mean yes who’s that about by the way 20:01 who do you guys make it about you me I got bills to pay I got a new baby I got diapers and [ __ ] 20:05 Bro right that’s what happens you go on your head so instead it’s like yeah can I 20:17 share with you like I never want to put you in a situation that wasn’t beneficial to you as a 20:19 homeowner can I explain to you what I mean and they’re like well yeah well it’s like 20:23 you know agents don’t control people bu but they definitely have influence over what they see right 20:29 so let’s say that there’s like right now I did some homework in preparation for our appointment 20:33 and there’s 25 other properties here in Deerfield that are in your price point between 600 and 20:38 700,000 did you know that I didn’t know that yeah and in the last 30 days do you know how many of 20:42 those sold no idea eight so what that means is there was you know 17 of them that are still there 20:50 unsold and we don’t want to be in that position do we no no and let’s say of those 25 that are 20:56 available for sale 20 of them are offering out what’s customary in terms of a co- broke so like 21:00 2 and a half% maybe 3% and the rest are offering out some sort of discount right 2% 1% so let’s 21:07 imagine that you’re a full-time commission-based salesperson and you have an opportunity to show 21:13 properties remember agents don’t control people buy but they do have influence over what they see 21:16 honestly as an agent which properties do you think you’d be more excited about showing and selling 21:20 the ones with the full commission and why is that because I’m going to take home Morey that’s 21:24 exactly right it’s just human nature isn’t it yeah so just by you saying that demonstrates that 21:28 you’re beginning to realize that the professional fee is a marketing tool that we use to help you to 21:33 get top dollar so so the commission on our end to help you with the sale is 3% now what we’re 21:39 just talking about is what we’re going to offer out in terms of a cob broke to another agent and 21:42 we have a couple options at our disposal whatever you decide I’ll support you fair enough fair so 21:47 the first option is is we offer out something less than what’s customary so something less than like 21:51 two and a half percent right so maybe like 2% 2.25% and in doing so we just need to know and 21:56 understand it could end up affecting show in some way right and I know you said you want to maximize 22:01 value and do it quickly and efficiently so that’s something to consider the second option is is we 22:05 offer out what’s customary maybe two and a half 3% and in doing that we dramatically uh widen 22:10 the exposure and that’ll increase the probability we’ll get you an offer in the time frame that you 22:14 want and you know net you the most either one’s okay based on what you’re looking to accomplish 22:19 and why what do you think we should do 5% what if you bring the buyer if you bring the buyer yeah 22:24 I appreciate that so uh if we bring the buyer you know what we can do is um I I guess what were you 22:29 thinking um so the total is 5.5 so if we bring the buyer like what were you 22:36 thinking because remember we’re going to be handling both sides of the transact 4.5 you 22:42 know I normally wouldn’t do that but like I appreciate where you’re coming from and as 22:48 a way for me to demonstrate that like I’m equally committed to you as you are to me we can go ahead 22:52 and do that fair enough Fair thank you why why did I say first of all when I go like if I would have 22:59 said yes really quick what does she think could ask for more I’m G to make her feel better by 23:05 going I normally wouldn’t do that not only that 23:11 what’s the probability that I’m going to bring the buyer [ __ ] 23:14 zero you guys get all hung up on that was I hung up on that at all no you’re only going to 23:23 get few common objections and guys they’re not going to school trying to figure out 23:28 objections to give you they’re not sitting in classes like this sellers it’s the same 23:33 [ __ ] all the time I want to wait my sister’s an agent never heard of your company how much is 23:37 your commission what do you do to Market to home where’s your office it never changes we just need 23:44 to take the time to learn the answers how many of you guys feel more prepared to go on a listenting 23:48 presentation after this time together no it’s unacceptable to me everybody your hands should 23:52 be raised good so if this has been helpful or useful to you if you want to get a recording 23:57 because we got our boy here recording it take a picture of that if you want to book a call with 24:01 me talk to me about coaching or training or anything like that um you can do that there 24:06 so what I would suggest is if you have an agent that you know and trust you should call them and 24:11 tell them that you want to list the property now what’s also true I happen to have a real 24:15 estate license in the state of California we did 80 plus million dollar in sales last year