How to Turn Slow-Sale Real EstateInto Fast-Sale Real Estate

byAl Lewis

Real Estate Professionals World Enterprise Marketing

In-Field Talking Points

Part I

XLXL

Introduction.

The main advantage of having a reference like the in-field talking points and of looking them over once in a while is that the more we look into ideas relative to the subject of things said by either sellers or ourselves when visiting during a first-call or follow-up, the more our words and statements will become infused with intent and purpose and by that, the more professional we will appear to be to all we visit with. Our activity will acquire a quality inherent of being a “Top of The Mark” professional.

Without a “Top of The Mark” transcendence, our work – any work – can lack beauty. Because of that, I have always tried to imbue my work with a quality of magic by saying things differently than a run of the mill agent might say them, even about the same exact things.

With the talking points outlined herein, I aspire to lay a groundwork of transcendent points of conver-sation you can share with a seller when appropriate but, mostly, you will just use plain English and short phrases to explain your points. There’s nothing wrong with that, but every now and then one of these transcendent ideas will come to mind and after sharing it, you’ll look at your prospect and say, “That came out good, didn’t it?” They’ll smile and nod in agreement.

My favorite, standout, greeting when first calling on a seller that experienced an expired listing is the bold statement that follows.

We must stand, act, and speak as though we are sure of ourselves. Jesus, for example, went to the tomb of Lazarus and said, “Lazarus, come out!” You don’t have to be a Christian to understand the implication of this; fact or fiction this is how we make things happen. Be bold, speak thus. To get your head straight, maybe think “Lazarus, come out!” on your walk from car to door. Every door!

The Initial Greeting.

Mr. Smith? My name is Al Lewis. I sell “Top of The Mark” real estate [I look around as though impressed by the property and motion inclusively with arms] to Rich Overseas Buyers and Locals with Means. I stopped to see if we might talk about Selling again, but with a program that will get you to where you want to go.”

If the seller says,”Yes,” I of course talk about our program and seek a time to visit again to conduct a proper listing presentation. If they say they’ve changed their mind and don’t want to sell or some other stall or objection, I say...

Thank you for saying that, that’s exactly what I expected to hear.

Nine-out-of-ten sellers, though, that say they’ve changed their minds about selling go back on the market within nine months of the expiration of a listing on their home with a “New Agent” even if they’re sure right now, like you, that they won’t.

So just in case that happens here, I’m going to drop you this card once in a while that highlights a great program that’ll get you to where you want to go at the top of the market, quickly, should you decide to sell again. To do better you have to get better and this is a program for doing that: Turnaround Sales and Marketing.

By means of a number of special programs that no one else has, we take slow-sale real estate, usually an expired listing, and turn it into fast-sale real estate: often listing, selling and closing in ninety-days homes that were long on the market.

I won’t bother you but, maybe, two or three months from now if I’m in your neighborhood, I’ll stop again to see if you’re in the same place in your thinking.

You might “Turnaround” yourself and decide after all that you want to sell.

I hand them the card (see supplement), end the conversation and split. That “eye contact” and conver-sation is the hello that will lead to a relationship and program look over down the line provided I fol-low-up as said. All relationships begin with hello, don’t they? Hello said every now and then here and

there in real estate can earn you a million dollars a year; and all you have to do is to just say hello to get it. Then after saying hello and starting a conversation like shown above, you every now and then can reach into your bag of tricks, like Felix the Cat, and pull out some transcendent idea that will not only wow your prospective client, but you yourself as you are saying it. This is great fun.

The Help Agenda / All in all, we in the field are practicing what I call The Help Agenda: It’s every-one’s joy to help you, for your helping them. We help each other to success. Believe this and you’ll see it. Who should a seller list with except the one that calls on them with an offer and promise of help?

This is the premise upon which we build and grow our business.

In-Field Talking PointsHow to Turn Slow-Sale Real Estate into Fast-Sale Real EstateBy Al Lewis

Alternate Greeting.

Hi. My name is ____________________. I sell real estate here in ___________________________ and stopped to see if we might talk about selling your house again.

Seller Says... I Changed My Mind, I Don’t Want to Sell (or Any Other Put Off).

You Say... Okay, thank you, that’s what I expected, but I’m not here to list your house today.

I was doing some work nearby and just wanted to stop before leaving to give you this. (Hold up and show your “Turnaround” sales and marketing card.)

Hand Seller Your Card / Most sellers like yourself that experience an expired listing go back on the market within nine-months of the expiration, no matter how sure they are they won’t, and somewhere along the way to doing that, wish there was a professional marketing company they could list with and not just another local area agent; we are that alternate of choice.

There’s a great difference between putting a home on the market and marketing a home.

Open Your Twelve-Step Talking Points Agenda / We specialize in turnaround sales and marketing. We take slow-sale real estate (an expired listing) and turn it into fast-sale real estate (a closed escrow) by means of a structured multilevel marketing program executed with vigor, and we’ve been doing it for more than forty years.

With your Listing Book open, flash our twelve-step marketing program, The Talking Points, and flip through the Seller Services Portfolio; Highlight some of our special principles of operation and programs like The Secret of Success, Branding, Advertising, The Money Door, Radiant-Outreach and Sale-by-Auction Marketing; end with a look at the Supplements suggesting that even professional sellers, Builders, use our services to turn dead-in-the-water projects into top selling winners for the same reasons that home owners do: structured marketing, executed with vigor.

Close / If there is something I want or hope to get by stopping by today, it’s just an opportunity to share our program with you, along with any others you look at, when the time to sell comes ‘round again. I’ll just drop you this card as a reminder once in a while of that interest. I won’t bother or pester you, but if I’m in the neighborhood maybe two or three months from now, I’ll stop to say “Hi” again.

Tell Me More... About This or That.

Thank you for asking, I’m glad you want to know more, but my role right now is first-contact for both myself and my partner, forty-year sales and marketing professional Al Lewis, the broker for my company, Real Estate Professionals World Enterprise Marketing. The details of our program, generally, are pre-sented by Al and I together with a new Top of the Mark appraisal of your property in hand.

What might be a good time for us to stop by with that and to share the highlights of our program?

Tell Me More about Your Partner... Who is Al Lewis?

Al Lewis is a marketing professional whose expertise is structured, multilevel marketing more like that

required of the building-trade to move hundreds, even thousands of units within some specific time frame at one particular location whether the market is up or down, and has unique programs for doing that for both builders and home owners alike and he’s been doing it for both for forty-years.

That’s why I associated with him.

In affiliation with Al, my role right now is first-contact with prospective clients like yourself. Every success-ful business requires outreach to succeed and grow and, well, here I stand on the doorstep of opportu-nity, so to speak, seeking merely to gain an opportunity whether now or later to share our program for turning what we call slow-sale real estate, an expired listing, into fast-sale real estate with you. There’s no obligation, of course, for looking our program over.

The Expert from Afar / People are usually more impressed with an expert from a distant city than they are with an expert who might be readily available to them right in their own backyard. Often, the farther an expert has to travel for a business consultation, the more highly his expertise will be valued. People who behave this way will deny they are doing so but, still, they behave this way because it is intuitively known that to change something, you have to be different from what you are trying to change, and the expert from afar brings this difference to the table. In your dealings with sellers that have experienced an expired listing even though they listed once or twice or, even, three times with different local area experts, you can reference me, your partner, as an expert from afar and derive great benefit by doing this until that day when you, yourself, are referenced as an expert from afar by a marketing partner of your own.

The Market is Weak.

The Market’s Weak, I’m Going to Wait to Sell Until it Improves.

The market’s weak? Where’d you get that information? Let me tell you how good the market really is.

During the last 180 days in southern California there were just over 12,000 closings of properties between the prices of $1/Million and $10/million; more than 2,000 per month average and you just weren't one of them.

There are, in most areas, more houses for sale than there are buyers during some time frame like a six-month period, but if a property is marketed with ingenuity it can be the “First” to sell among all competi-tion within its area or region. We often list, sell, and close within ninety-days properties that have been long-on-the-market. That's our goal and intention, turnaround sales and marketing, list with us and never go unsold or expired again.

Open Your Listing Book and Flip through its Pages while Talking.

Our program is made up of many unique, proprietary fast-sale programs practiced by our company alone (1) We have a unique way of branding (2) Selling by auction or bid (3) and of reaching out to buy-ers-with-means the world over through a program we call Radiant-Outreach Network Marketing (4) Many companies say they have programs for doing these things, but most are just smoke-and-mirrors (5) We'd like to show you how to really do it.

As I said, I didn't stop by to list your house today, but to ask for an opportunity, whether now or future for my partner Al Lewis and I to do a new pricing worksheet on your property to see if by our unique method of valuation and marketing we might ask even more for your house than you asked previously and “get it” because of our programs rather than your having to lower your price to make something happen like most agents suggest near the end of a listing or after it expires. When we look at the pricing worksheet we'll look at the extraordinary features of our multi-level sales and marketing program too.

If the seller shows interest, close on an appointment or seek their concession deadline, the time they will or must concede to listing again, and follow-up per the Wealth Agenda that follows.

You Agents are All Alike.

When Seller Says, Answer as Follows.“You Agents are All Alike,”

We often are challenged by a statement that real estate agents are all alike. That’s definitely true of 99.99% of active agents; it only takes ninety-days, after all, to get a real estate license so doctors and lawyers we’re not, but there is a bright side.

There are sixty-thousand active agents in Orange County and that little teeny one-hundredth of one-percent at the top means there are, maybe, six standout marketing professionals with super-excellent structures and strategies for making things happen that the 99.99% know nothing about; and among the standout six (1) One has to have been in business the longest: four-decades in my partner’s case (2) One has to have had the widest variety of professional sales and marketing experiences: builder sales, for example, on hundreds of projects as both the advertising agency of record and broker in addition to resales, again representational of my partner’s experience and (3) One has to have sold the most real estate: he, again, and our company.

My partner Al Lewis and I, together, qualify on all counts. Though my role right now is first-contact and specifically not the lead relative to our program, credentials gained over a career spanning four-decades doing one thing – High-Level Residential Sales and Marketing – are the collateral we put up to establish the viability of our programs and this, of course, is done in-house during a proper listing presentation when the time comes that you decide to sell again.

Note / There are 40,000 active agents in San Diego County, 60,000 in Orange County, and 120,000 in Los Angeles County. Substitute the numbers accordingly.

When Seller Says, Answer as Follows.“I Already Know Whom I’m Going to List with,”

I can appreciate that. We don’t want to step on anyone’s toes, but if I may...

To Do Better You Have to Get Better. Should you go on the market again with the same company or a similar local area agent who had equal access to MLS the whole time your house was for sale whose combined magic, when you get down to it, is just the multiple listing service, it’s likely you’ll have the same experience again and go another six-months or year unsold.

We are the alternate of choice.

The Turnaround.

When Seller Says, “No, I Don’t Want to Sell.”

Thank you for that, but “No” usually means “Yes.” Let me explain.

The fact is twenty-five percent of all sellers like yourself that experience an expired listing re-list with a new agent within thirty-days of the expiration and ninety-percent overall re-list with a new agent within nine months in spite of the disappointment or, even, anger they feel at the time of the expiration. So, based on that, the odds are nine-to-one that you will re-list sometime during that time frame and that “No” just means not today or tomorrow.

Which group are you in, the thirty-day group or the nine-month group?

Thank you for that.

Note / If the seller seems open to conversation continue with the Power Close or General Questions. Close on commitment (an Appointment) or advance (a Lead) to follow-up.

Mission Statement. / Used Whenever You Feel Like It.

The Whole Dialogue – Your Life’s Purpose – Spoken with Vigor.

Every Great Endeavor or Program is Defined by a Mission Statement... Ours is Mission Sold.

It’s our intention to get you more money for your house than anyone believes possible in today’s market and, possibly, more money for your house than anyone has ever gotten before for a house like yours in this entire area or neighborhood; and, it's our intention to do it quickly: to list, sell and close within ninety-days. To do that we have to do some extraordinary things like, maybe, selling by auction or mar-keting to rich overseas buyers in the international community; and we have do some of the ordinary

things in an extraordinary way like open house marketing, we call it The Money Door, if allowed we hold open house Saturday and Sunday every week; and much more.

We’ll Brand your property, for example, both on-site and in the media with such a strong Image of Suc-cess that its Power of Attraction will be Irresistible; we’ll execute a Supernova of Sales Activity made up of Bold and Enterprising Programs we call The Extra Mile that move through the marketplace like jugger-nauts: unstoppable forces that crush whatever are in their path always focused on doing First Things First and on keeping the Main Thing, the Main Thing.

Many great goals are not reached in real estate because brokers, agents and whole companies are just not disciplined about doing First Things First and on keeping the Main Thing, the Main Thing, like focused advertising, websites and on-site marketing by Open House to get your body count up (buyers that visit your property).

We have programs for drawing both buyers and agents to your property like metal shavings to a power-ful magnet in greater numbers than any other program on the market. Once put to work, because of our efforts, we in no time at all become the dominant local agent and make your house the main attrac-tion through creative marketing.

The Path to that is through The Pillars of Success: (1) Strategic Planning (2) Intentioned Activity and (3) Records to Substantiate Effort and Progress. Our Seller Services Portfolio is Expressive of This (Show Your Introductory In-Field Portfolio).

Note / If the seller seems open to conversation, continue with General Questions. Close on commitment (an Appointment) or advance (a Lead) to follow-up.

It’s Meant to Be.

When Seller Says, “It’s Meant to Be.”

A fellow marketing partner once called on me to ask about a comeback for something a seller said when asked if it was a good time to talk about selling again.

The lady of the house said to him, “The house didn't sell, so I guess it's meant to be.”

He didn't quite know how to answer a statement by the seller that deferred responsibility for the sale of her property or not to a higher-force: God or fate.

I pondered the question for a moment and came back with this:

First, I said, let's reflect back on lessons shared in one of our start-up documents, The Golden Key of Success. Within it I suggested that it's the seller's job to get rid of you, an unknown agent that has come to list their house for the purpose of gaining a whopping commission ranging in the tens, if not hundreds of thousands of dollars, and that everything they say opposes what they have done.

They say they don't want to sell, but their home was on the market for six months or longer; they say they've changed their mind about selling, but statistically ninety-percent of sellers that experience an expired listing resurface to list again within nine months; and so forth.

I then advised that “it's meant to be” is just one other form of lie or stall sellers come up with to end the conversation with you, an unknown agent, to get on with their business; they may think they mean it or not, they're not obligated to tell you more, it's just a comeback.

I then Suggested a Comeback of Our Own.

When a seller says, “The house didn't sell, so I guess it's meant to be,” you say, “I'm with you on that, Amen (include God), but you know the method or path of creation by God, our creator whatever one's religion or spiritual orientation, is by one 'meant to be' following another from the beginning of time to now.

“The way I see it is that it was meant to be, a miracle you might say, that you and I meet because I have the knockdown program that will (1) Not only get you to where you want to go with the sale of your house in a timely fashion, but also (2) Get you more money for your house than anyone has ever gotten before for a home like yours in this entire area and neighborhood.

“So, because ninety-percent of sellers that experience an expired listing like you decide to sell again within only nine-months, here's what I'm going to do to ensure that we talk again when that time comes.”

From this point, I said, discuss your plan for contact and follow-up as you normally would.

It Must be Fate.

When Seller Says, “It Must be Fate that My House Didn’t Sell.”

Paralleling “It’s Meant to Be” somewhat is a statement by a seller that it must be fate that their house didn’t sell, and by saying this, seek to put you off (to get rid of you). When you get this, you need to put your leader’s hat on and lead by suggesting something like the following:

Fate is somehow entwined with things thought of as divine, something having to do with God, but in laymen's terms isn't your fate or mine merely that which you or I must inevitably experience?

I don't know much about the Divine aspect of fate because that's the whole point of things Divine, that they must be taken on faith, but I do know something about self-sufficiency and the future belonging to those who create it. Of what good, after all, would goal setting be if we didn’t have something to do with outcomes?

If, for example, you were to jump off the San Francisco Bridge, I could foresee your fate and I definitely am not God. What would happen is that in about four seconds after jumping you would hit the water below at a speed of about ninety-miles an hour. Only three of more than 1600 known jumpers since the bridge opened in 1937 survived the jump. I'd say, jump, and your fate is pretty well wrapped up.

Similarly, do nothing to sell and, well, you won’t sell. That would be your fate. Getting on to things of interest you would like to experience upon the successful sale of your house just get put off.

On the other hand, you could take the bull by the horns, put the train on the track so-to-speak and take charge of future making, your future, by striving to sell again but with an agent and program that stretch and break the boundaries of the mass-solution to real estate sales practiced by conventional area-bound agents, companies and franchise giants. That would, of course, by my company and program.

You can get anything you want in real estate if you realize they are gained by bold and enterprising sales and marketing that move through the market like juggernauts: unstoppable forces that crush whatever are in their path. It’s our objective to create a “fate” for you that includes selling your house at the top of the market, first, in your neighborhood irrespective of price or conditions of the time.

From this point, discuss your program, plan for contact and follow-up as you normally would.

Bring Me a Buyer.

When Seller Says, “I will Not List the House, but Bring Me a Buyer and I’ll Pay You a Commission” You Say...

Thanks for the offer, I'll take you up on that, but you know real estate is a business and not a happen-stance. Marketing, as you know, is the key to success in business whether a mega retailer like Macy's, or a manufacturing monster like Mercedes, or a maker of Big Macs like McDonalds.

The future belongs to those who create it and in big-business it is created by marketing; the same holds true for real estate. We, at Real Estate Professionals World Enterprise Marketing (said slowly and clearly) are marketing professionals and brokers, and have a plan for marketing your property to get it sold at a price you want without an Exclusive Listing or going on MLS if that's how you really want to do it, a unique and extraordinary way of proceeding under the Long Forgotten, Misunderstood, and Never Used Open Listing under which you have no real obligation to your Realtor except upon the sale of your prop-erty at full price. We can plan a time to look this over now.

Note / The purpose of proceeding this way is akin to something like baby steps. Start small with doubtful, obtuse sellers and, after establishing yourself as a marketing professional by the many things you will do even under this agreement, you will proceed to the Exclusive Right to Sell Listing Agreement when ready.

Broker / Real Estate Professionals Allstate Marketing

Al Lewis / Broker/Mentor

714-744-0617

The Real Estate Fellowship . com

00524259

Principal / Real Estate Professionals World Enterprise Marketing

General Questions.Why are you selling? How long was your home on the market?

Do you have any idea why it didn't sell? Did you get any offers at all?

Did you have many open houses? Ever heard of the 49-to-1 Rule?

If your property were sold and in escrow now, how soon would you like to move?

What’s your moving price?

At this point, I would like to ask you to go to The Real Estate Fellowship (.com), to the Fellowship Library and read items 7A and 7B, Top Producer Listing. These are our lead development and client cultivation formulas for success. It is by your faith-in and adherence-to these programs that nine out of ten “No’s” can be converted to “Yes’s” and into listings; also read The Golden Key of Success, Listing Madness and Attack the Card.

Your objective in the field is to make first-appointments for you and I to present the Real Estate Profes-sionals’ sales and marketing program to prospective sellers. That is accomplished by acting on Implied Consent.

When a prospect nods in agreement, walks and talks in synch with the things you are saying, aah’s and hmm’s, they are indicating Implied Consent. When you see and feel this, stop talking, and close by sug-gesting an appointment date and time; or because of things they have said, suggest an advance by dis-cussing your follow-up plan if you have made a decision to convert a “Prospect” into a “Lead” for culti-vation into a “Client” per the Un/Conventional Farm explained in item 7A per the suggested reading.

Note / When making appointments seek to schedule times for either 10:30 in the morning, 2:30 in the afternoon, or 7:30 at night. This allows us both to miss major drive-time traffic getting to the property and are times after breakfast, before lunch; after lunch, before dinner; and after dinner; but any time needed by a seller is okay. Also, try to give me a forty-eight hour notice (a day in between); this will allow me ample time to do a new appraisal. If, though, a seller should want to meet the same day or evening you called on them or the next day because they are in the process of taking action on selling with an agent now, give me a call and I’ll try to rise to the calling, I’m always ready and mobile.

Important / When a seller shows readiness to look our program over, make an appointment right then and there for you and I to do this and confirm the date and time with me afterward; don’t suggest that you’ll talk to me and call back to schedule a time. You can always redirect if I can’t make it.

Lastly / Enjoy yourself, talk, make friends and you’ll find that the prospects you contact and follow-up will grow to welcome your visits. The hard part, you’ll find, will be breaking away. You’ll just have to look at your watch and suggest that you are sure enjoying yourself, but that you’ve got to get back to work and will call again.

As a general rule, “The Best Sellers (you as a salesperson) are Story Tellers,” listing is a sales activity. The longer you talk when visiting with sellers, the greater the likelihood of your success. When sharing the ideas suggested herein just assume that silence means acceptance and assume the leadership role.

Do these things and as Zig Zigler says, “I’ll See You at The Top!”

Sample Message on Back of Marketing CardLeave Your “Turnaround” Sales and Marketing Card and Note with Sellers

or at the Door on Every Visit.

Never GoUnsold or ExpiredAgain.

No ObligationIn-House Presentationof Broker Services with NewTop-of-The-MarkAppraisal.

UnitedStatesPostalService

Always AvailableCall Any Time / 714-744-0617RealEstateProfessionals.Lewis@gmail.com

Al LewisReal Estate Professionals World Enterprise Marketing

Advertising / MerchandisingSales / Since 1975

Broker / Real Estate Prof’s Allstate Marketing / BRE 00524259

/ Affiliate

To Do Better You Have to Get Better / There’s a great difference between putting a home on themarket and marketing a home. Should you go on the market again with the same company or a similar local area agent who had equal access to MLS the whole time your house was for sale whose combined magic, when you get down to it, is just the multiple listing service, it’s likely you’ll have the same experience again and go another six-months or longer unsold. Call any time to talk. You’ll always be glad you took action on this.

I sell “Top of The Mark”

Real Estate to Rich Overseas Buyers and

Locals with Means; Stopped to talk

about Selling Again.

Mr. & Mrs. Smith:

SUPPLEMENT

SUPPLEMENT

Part II

Storytelling.

A Life and DeathEndeavor.

Who among agents will a

seller list with when they decide

to sell and why?

This is a question we all ask

seeking an answer that will lead

us to preparing a foolproof

program for gaining listings. We

at least consider its premise

whether positing the question or

not planning the things we will

do to succeed in real estate.

The Answer is Not

Complicated.

They list with (1) An agent they

know (2) An agent they like (3)

An agent that wants the work

and (4) An agent whose

narrative makes the most sense

(a narrative, of course, is a

story). That's the clinker. Most

any agent can meet the first

three objectives, but the one that

wins is usually the one with the

best story and who tells it

compellingly irrespective of their

sales and marketing experience,

expertise or program.

Our job, mainly, is to complete

the cycle, 1-to-4, with as many

sellers as possible. This of

course begins at a seller's door

by our stopping to say hello to

introduce ourselves and

program; but as we move

through the steps from (1) to (2)

to (3) we must always be

cognizant of (4), the stories we

tell and the objective of telling

our story – at whatever stage --

better than the other side tells

theirs.

Sidebar / The Real Estate

Professionals' break-in strategy

for gaining listings at the top of

the market, as you know, targets

sellers that have experienced an

expired listing. In this instance,

having a great program, one

that transcends the mundane,

becomes a decision-making

factor for sellers seeking to sign

with a new agent. This we have

but, still, a seller must be

convinced of it. The stories we

tell relevant to this are what

bring us together.

Talent and skill you have in

abundance, I can assume that,

but they must be channeled to

be of value in the marketplace.

To soar listing and selling real

estate at the top of the market

you have to have stories that

make you interesting (a standout

agent that can satisfy the

demands of a high-end selling

situation worth paying attention

to). Tell your/our stories with

vigor and be recognized.

A compelling story properly

framed, relevant to some point,

funnels thought along a line of

reasoning a prospect is able to

relate to based on past

experience and draws them into

a sales-consideration cycle, one

new idea or precept at a time,

along the line of self-interest

until self-interest is stimulated

and drives action. Storytelling,

therefore, is selling.

When telling a story the energy

that flows and insights that come

that form the words you say are

largely determined by the well-

practiced familiarity you have

with matters of importance

relevant to your program and

purpose.

A tennis champion, for

example, will hit thousands of

balls in practice prior to a major

tournament to prepare for

whatever comes though they

have done this hundreds of

times before. Why should we

expect to be successful in our

business with any less effort

though our practice is mental

and not physical? How often do

you practice your scripts (stories)

before proceeding to compete?

Sidebar / Our business is

physical as well. All practice

sessions should include the

reading of your scripts out loud

with emphasis on slow, well-

articulated speech. Do this in

private and you'll do it in public.

We've all heard the saying

Practice Makes Perfect. I once

heard a star of stage and screen

say, “Amateurs practice to get

things right, but professionals

practice until it can't go wrong.”

Content Shapes Output.

By that I mean this (1) The Real

Estate Professionals' marketing

cards, all three of them, imply

stories, tell them (2) Our foldout

marketing strategy, The Talking

Points, implies at least twelve

stories, tell them (3) Our tabbed

Seller Services Portfolio suggests

a multitude of stories, these

could keep you talking for

hours, tell them, and (4) Both

questions asked and statements

made by sellers imply stories,

possibly drawn from our In-Field

Talking Points, tell them, and so

on and so forth.

What more do you need?

When you encounter a

question that you are not

prepared to answer, excuse

yourself from answering it by

saying you'll have to get back to

them on that and spin the

conversation to some point you

would like to make. Afterward,

go straightaway home to

conjure up a comeback for use

with that prospect on follow-up

or another when encountered

again.

Intuition that underscores non-

scripted story telling is fluid and

highly personal; for a story to

flow from mind to mouth we

must be open, relaxed, informal,

and trusting that what comes to

mind to say will represent exactly

what we wish to communicate.

Trust the flow of thoughts from

mind to mouth and your ability

to be extemporaneously creative

will grow; and don't worry about

saying things wrong. If

something comes out wrong, just

say so, say something like, “That

came out wrong, let me try

again” and start over. I do this

often both in person and on the

phone, but I also compliment

myself right in the presence of a

seller or whomever when

something comes out really well.

I sometimes say, “That came out

good, didn't it? Wish I had that

recorded.” Trusting yourself and

having fun with outcomes will

give you confidence to do the

work and joy doing it.

Distrusting yourself just leads

to putting off success. If you are

putting off success because of

self-doubt just start hitting some

balls -- practicing the things you

want to say until it can't go

wrong -- and see what happens.

You'll have listings, be holding

open houses, and processing

sales faster than you ever

thought possible. That's how it

works: one thing always follows

another.

Spend lots of time writing out

dialogues and scripts that fit

your personality and style

covering every imaginable topic

you can conceive encountering

when visiting with sellers whether

on a first-call or during follow-

up. This is hard work, but great

fun.

There's an old saying, “One

hour of preparation for every

minute of meeting.” This I have

exceeded many times over,

maybe tens-of-hours of prepa-

ration for every minute of

meeting. Do the math on a four-

hour meeting. It sometimes must

look to onlookers, meaning my

wife, that I am procrastinating,

that I just sit at my desk writing

and writing.

Maybe, though, this is how

idea and faith are blended and

made manifest. We've all heard

“Believe it to See It” professed by

Walyne Dyer, Deepak Chopra,

Robins and the like, but “See it

to Believe It” still is our common

modus operandi. Possibly, “See

it to See It” is a blend of the two

and leads to acting out in the

real world what we have acted

out in mind. See it to See It, Yea.

Whatever the case, when in

front of a seller with a multimil-

lion dollar home or a builder

with a project valued at tens-of-

millions of dollars, stories flow

effortlessly from mind to mouth

and I, generally, come home

with the bacon. This, my wife

likes.

When first visiting a seller and

they express disinterest in talking

unless you have something

special to offer, how about

telling a compelling story

something like what I would say

as follows (1) To align their

thinking with mine (2) To

stimulate self-interest and (3) To

begin a relationship that will

lead to a program look over

sometime future? A program

look over is a euphemistic way

of saying a Listing Presentation.

A Pitch for The Angels.

Every Great Endeavor or

Program is Defined by a Mis-

sion Statement.

Ours is Mission Sold.

It's our intention to get you

more money for your house than

anyone believes possible in

today's market and, possibly,

more money than anyone has

ever gotten before for a house

like yours in this entire area or

neighborhood; and it's our

intention to do it quickly: to list,

sell and close in ninety-days

irrespective of your experience to

date or what you may personally

think or feel about the market. To

do that we have to do some

Extraordinary Things and few

Ordinary Things, but in an

Extraordinary Way.

The Path to That is through

The Pillars of Success:

(1) Strategic Planning

(2) Intentioned Activity and

(3) Records to Substantiate

Effort and Progress.

Our Seller Services Portfolio

is Expressive of This.

It's a pictorial display of the

principles that underscore our

twelve-step marketing strategy,

The Talking Points, an outline of

the things we do – The Game

Changers – that turn slow-sale

real estate, usually an expired

listing, into fast-sale real estate.

Beginning with The Secret

of Success / Except for this

document, you won't find it

anywhere in real estate. You

have to know how things work to

be able to create a plan that

works.

Followed by Branding /

“I Could Live There!” is what a

buyer will say when they see

marketing that represents a well

branded property. We will brand

your property with such strong

image of success that its power

of attraction will be irresistible.

The Money Door / This is

what we call Open House

Marketing. We'd like to define

why it's important and how to do

it properly on a property like this.

Advertising / We team with

multiple online partners for

maximum exposure across

multiple platforms and customize

a website for the online

marketing of your house alone.

World Outreach Net/Work

Marketing / You'll be fascinated

by the unique way we market to

the International community and

nine other targets that skyrockets

the potential for a fast-sale by

reaching out to Rich Overseas

Buyers and Locals with Means.

We call our program Radiant-

Outreach Net/Work Marketing.

And Sale-by-Auction

Marketing / We have sold more

than a few-hundred homes with

a Sale-by-Auction program we

created for the National housing

crash of 1990/91 caused by the

Savings & Loan Crisis of the time.

Utilizing it, it's not uncommon for

a homeowner to put a home on

the market by auction with us

that has been for sale for six

months, a year or even longer

and then to sell within six-to-

eight weeks irrespective of the

conditions of the time or price of

the home.

The Principles, as Said,

Underscore the Strategies.

The Strategies underscore the

Action-Oriented-Tactics we

define and execute to make

things happen outlined within a

personalized Fast-Sale Marketing

Worksheet we create for your

property alone. It's on this

worksheet -- I'll share with you

in-house someday -- that we

keep accurate records of all

goings-on to substantiate effort

and progress that we report to

you every week. These all are

followed by The Money: A

Transaction Worksheet that once

begun is completed at the close

of escrow.

I Know You Want to Know

How We will Recommend

Pricing this Property.

We call pricing the “It” factor.

When the time to sell comes we'll

bring a new top-of-market

appraisal of your property to

show how we will recommend

pricing it from our perspective.”

Most sellers like yourself that

experience an expired listing go

back on the market within nine-

months of the expiration, no

matter how sure they are they

won't, and somewhere along the

way to doing that, wish there

was a professional marketing

company they could list with and

not just another local area

agent; we are that alternate of

choice.

I'll drop you this card once in a

while to remind you of that –

unless you're ready to go back

on the market now – if that's the

case let me know. Other than

that, I won't bother or pester you,

but if I'm in the neighborhood

maybe two or three months from

now I'll stop to say “Hi” again to

see if you are in the same place

in your thinking.

Thank You.

If you think it’s not possible

that I would say all this, you’re

wrong. I am of firm belief in an

old sales aphorism that “Silence

Indicates Acceptance.” I talk

until I finish, am stopped or

redirected.

During my discourse, I of

course hold up my Mission Sold

and Turnaround sales and

marketing cards at the appropri-

ate times of my quickly-spoken

talk and deftly manhandle my

In-Field Portfolio with the fold-

out Talking Points all ways

necessary to make my points.

I flash through the relevant

tabbed chapters highlighting the

essentials stated above as

though I've done it a thousand

times – this impresses my

listeners -- and when they want

more I consider it a close. I've

scored.

At this point, I slow down and

discuss prospects for a full in-

house program look over when

the time is right and explain my

plan for relationship-building

follow-up.

I say and do all this because I

figure this very seller, one I just

met, will list with (1) An agent

they know (2) An agent they like

(3) An agent that wants the work

and (4) An agent whose

narrative makes the most sense.

I can help them (1) Get to know

me (2) Get to like me because I

like them (3) Prove I want the

work by systematic follow-up,

and (4) Enjoy great stories

relevant to professional sales

and marketing. If there were a

fifth, it would just be my helping

them (5) Sign the listing.

Sidebar / A Pitch for The

Angels is the name of the second

episode, year one, of the original

television series The Twilight

Zone. If you haven't seen this, I

recommend you search it out

and watch it now. It is a life

changer relevant to the subject

of this article. I have not found

the full episode on YouTube, but

it can be seen on HULU at the

time of this writing.

Storytelling.

A Life and Death

Endeavor.

Say Yes to Life.

=================

Al LewisBroker/Mentor

Marketing ProfessionalSince 1975

Professional Marketingby Means of Our Standalone

Advertising Agency.

Real Estate Professionals World Enterprise

Marketing

Professional Sales byMeans of Our Top of The

Mark Real EstateCompany.

Real Estate ProfessionalsAllstate Marketing

Career Opportunities.TheRealEstateFellowship.com

714-744-0617

Copyright 2017 Al Lewis

BRE/00524259

There’sA Friendly Smile

andA Waiting Seller

Behind EveryDoor.