c. marketing presentation

8/6/2019 C. Marketing Presentation

1/13Marketing Presentation 1

Beverly-Hanks & AssociatesMarketing Presentation

Materials you will receive during this class:

1) A hardcopy o the Listing Presentation or an online download

2) A Clipboard

3) A Sellers Listing Kit

4) A Sample Marketing Folder



Money Making Verbiage

1. Lets pretend.

2. You sure? (When you get a weak yes)

3. Replace the word but, with the word however.

4. SMILE-one o the biggest moneymakers ever!

5. No problem.

6. IGNORE-(dont say it, do it the frst time you hear an objection!)

7. I I could _______________, would you?

8. Thats your decision.

9. I can appreciate that.

10. I have got an idea; lets see what you think o it.

11. Something you said earlier sparked a thought in my mind.

12. Just to clari y my thinking

13. Just out o curiosity

14. Fair enough?

15. Makes sense doesnt it?

16. I know how you eel

17. You owe it to yoursel .

18. Wouldnt you agree?

19. Are you mad at me?

20. Might consider seeing

21. Share an idea



I WANT TO THINK ABOUT IT

LISTENListen and smile

AGREEFine, I can appreciate that

QUESTIONJust out of curiosity, what is it you want to think about?

COMMITMENTIn other words, if it werent for the fact that you want to_________________ you would be ready to go aheadwith me tonight/today, am I right?



When You First Meet the Sellers their PERCEPTION

o YOUR VALUEversus YOUR COST

looks like this.

COST VALUE

Your Professional Marketing Presentation will raise their PERCEPTION of YOUR VALUE

to justify YOUR COST

COST versus VALUEYou can change their perception of your

High cost versus your value with the quality ofYOUR PRESENTATION SKILLS.

A Great Presenter of Information Understands :

1. The Give/Get Theory.GIVE in ormation and the GET eedback.

2. It is important where each person is seated.

3. It is important to have confdent body language

(and when to change body language based on their eedback).

4. The ability to have communication skills to send a message that makessense to the seller and answers the sellers question Whats in it or me?

5. Point to the visualget agreement on the value o the service to themrotate rom the presentation manuals to samples you broughtback to themanualetc.



When is the pro essional presentation most important? When you are COMPETING or a listing. Sellers are interviewingagents and EXPECT to see your presentation o your services.

What is the beneft o per ecting your presentation? You will handle most o the sellers objections, questions and ears

BEFORE THEY COME UP. Can you get the listing without it? Youmay. This presentation allows you to get the listing easier and aster.

OTHER TIPS: 1. Demonstrating the Setting the Stage or Listing Success. See

Sharon to obtain a suggested script or presenting this system.When well-presented, this is one o the best closing tools you have.

2. Stop your listing presentation a ter presenting the Setting the Stageor Listing Success and proceed with presenting the CMA and then

close. And by the way, closing is not a dirty word! It just meansask . You very o ten can get the listing at this point, however i youcannot get it at this pointSHOW MORE SERVICES.

3. Go back to your presentation manual and sell a little more! You havemore ammunition in your manual that you have not shown themyetCommercial Department, RELO. Keep presenting services,asking tie down questions and keep CLOSING.



WHEN OPPORTUNITY KNOCKS . . .WILL YOU BE PREPARED?

Take a Sellers Kit and remove the ollowing listed items rom the kit andplace them on your clipboard. Leave the rest o the kit (internal MLS/B-Hpaperwork), in your car or at your desk. Have the listing contract and anyother documents already flled in as much possible so that when they areready to go ahead and list with you, you dont have to start rom scratchflling in the paperwork. In this order load your clipboard:

1. Listing agreement all flled out except or price and signatures.2. Working with Real Estate Brochure.3. Residential Property Disclosure.4. O er to Purchase and Additional Provisions Addendum.5. Listing/Seller Request or In ormation.6. Disclosure o Business Relationships.7. Both Home Warranties.8. Green Re erral Form.9. Mortgage Protection Program.10. Home Inspection Pamphlet.11. Utilities In ormation.12. Permission to Call Card.

Also, include any other addenda that is applicable to this particularproperty, i.e.:- Lead Based Paint Addendum- Synthetic Stucco Addendum


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THE 4-STEPONE-STOP LISTING APPOINTMENT

L

I

S

T

Use L.I.S.T. when you are competing or a listing and the property is in anarea where it is airly easy to obtain in ormation to do a CMA.



L. ead In

1. Ring ________________ _______________________

2. Smile

3. Pay __________ _________________________________________________

4. Take them to the ______________________________________________

5. Break _________ _____________

Talk about something ______________ ______________ Real Estate

I. NVESTIGATE

1. Ask _______________ __________________ _______________________________ __________________.

2. Ask them to ______ ________________ ________ _____.

3. Stand up and say ______________________________________________________________________________________________________________________________________________________.

4. As you go through the house it is important to______________ ______ _________________and ______ _____ _____________ ________________

______________.

Example o TRIAL CLOSE QUESTIONS:

5. I you ask a trial close question and they say something like Wedidnt say we were going to list with youDONT PANIC! JUSTRESPOND: No problem in the event we do end up doing businesstogether well have all the pertinent data and save us time later on.Fair enough?



S . HOW AND SELL

When you return to the kitchen table and they say__________________________________________________.

YOU SAY:

As I said when we talked on the phone; I did come pro essionally prepared with thatimportant in ormation. Be ore we look at that Im going to share some importantin ormation regarding B-H Marketing Program (OPEN BOOK and STARTatBeverly-Hanks we)

Remember: Point, use eye contact, know the beneft o each page, the talkingpoints o the manual, ask mini closing questions explaining benefts, etc.

T. IE DOWN

Present the CMA.

CLOSE! ASK!

This is the agreement that says you trust me with the marketing o your property. AllI need is your okay right here.



Presenting the CMAPRESENTING THE CMA, AGREEING ON PRICE, AND CLOSE

1. Mr/Mrs. _________________, now that you have seen Beverly-Hanks MarketingPlan, let us look at some market data that I have prepared.

2. Hold the CMA so everyone can see it clearly. Use the presentation skills you havealready learned. Pointing with your pen, pulling eye contact back at appropriatetimes, ask tie-down questions such as This act is important or you to know,wouldnt you agree?

3. Discuss COMPETING properties on the market FIRST.

4. Discuss SOLD properties next. Proceed: In my opinion, based on this in ormation,the range o value or your property would be rom $__________________ to$______________. How do you eel about that range?

5. IMPORTANT: Sit back, relax, and do not talk. Let them respond.6. WAIT or them to answer. You must know what THEIR thoughts and eelings are.

7. CLOSE (ask) based on the in ormation they gave you at Step 2 o the ListingPresentation.

8. Involve them in the process o agreement on what the price should be within therange o value shown by the CMA you have prepared.

9. COMMAND RESPECT.

10. This is the Beverly-Hanks Marketing Agreement that says you trust me withthe marketing o your property. Let us take a look at it now. Walk through theagreement and proceed as i they have already said yes.

11. When you fnish, All I need to get the ball rolling and get the Beverly-Hanks teamworking or you is your okay right here.

12. CUSHION (ask a MINOR POINT QUESTION as you hand the pen to one o them.

13. I they want to overprice, go to the Pricing Right Triangle at the end o the ListingPresentation.

14. Continue i necessary:

There is something holding you back. Could you share with me what it is?I would rather you say no tonight than let me down in three or our days.I know you are not ready tonight, but let us pretend you are.

15. Go to listing presentation manual to Triangles.


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1) price2) timing (in other words , you are convinced that listing and selling is what you

really want to do)3) you have confdence in me.

SAVE THE COMMISSION!

___________________________________-. It makes sense that any one wouldwant to save money.

I it were not or the act that you want to save money, you would__________________ _______________ _________________________________________ _____________. Am I right?

Let us talk about what you could do or yoursel and what Beverly-Hanks &Associates can do or you.

FRIEND IN THE BUSINESS

Understand you ____________ _____________ _____________________________.

____________________________________________

Sell _____________________ ___________________________________________________ (raise your ______________________)

Close again. Ive got an idea. How about i you could entrust me with the marketingo your property and your riend could still get paid? Would that be okay? Let metell you what I will do.

_______________________________________________________________________________________________________________________________________

c. marketing presentation

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