Going up against an agent who was recommended to the seller is challenging. But still… It will come down to who the seller likes and trusts more. The referred agent does have a head-start but the race has not been decided yet.

Here is how to handle the situation and nail the listing appointment in three steps.

STEP 1: DOV, Confidence and Hook
“I appreciate you want to list with an agent who has been referred to you. There is always a bit more trust in someone who comes recommended. But what if I am a better agent?”

Notice the “bit more trust” — I’m indirectly downgrading the level of trust.

The “better agent” question is Demonstration of Value – DOV. An exhibition of confidence, but without being too cocky or arrogant. And it introduces possibility and curiosity.

STEP 2: Answer
Let them answer. DO NOT SAY anything more. It’s fine if the seller is quiet and ponders the question. It will create tension and that’s OK — just let the question hang. The seller will answer eventually, maybe with something like “Every real estate agent can say that.”

STEP 3: Appointment
“Well, Jane, you’re right. But really, what’s the worst that can happen? We’ll meet for a few minutes and if I’m not the right guy for the job I’ll be the first one to tell you and not waste both of our time. And you will feel confident the other agent is a better choice. BUT maybe not. Who knows. There is only one way to be certain and it can potentially mean hundreds or even thousands of dollars in your pocket. I will never pressure you but that’s worth 20 minutes, don’t you think?”

Follow the script with smile and confidence, set the appointment and deliver a killer listing presentation. Focus on WHY they’re moving, what are the benefits (and core driving emotions). Have fun, be passionate and get a great listing!

Borino

Warmest Wishes from the Law Firm, Peace on Earth from the mortgage company, and Season’s Greetings from the insurance agent.

Sometimes even hand-signed (probably a lousy annual job for the receptionist) and with a phone number, just in case. It feels impersonal, salesy and says:

“Let’s use the holidays to drum up some business and we’ll hide it behind some cheesy Christmas theme!”

These types of mailings make very little impact and they usually end up in the trash before Santa’s annual tour.

Don’t get me wrong — sending a nice holiday card to your leads, your listings, your customers and even your affiliates is definitely a good idea. it is a nice reminder and it shows you care. However, your greeting cannot be from an agent to a (potential) client. You need to make it personal.

If you send a family photo under the Christmas tree to all your relatives, send the same card to your leads and customers. Write what you write to your aunt Edna. Use the same envelopes and stamps. Yes, it takes more time and costs a bit more, but it sends a very different message (without saying it directly): “I am not an average agent. I’m different. I care. You’re more than just a potential commission to me.”

Do you add a business card to a holiday card you send to your aunt? Probably not. Does she still know it was from you? I’m sure she does.

Your name and signature is enough. The moment you add your business card, your email address, your website, and your phone number, you’re turning it into just a another piece of junk mail thy get from other agents. And you know where that ends up.

If you want to remind them, you can ask them when you chat with them on the phone during your follow up: “Hey Ron, how did you like our family holiday card? You have no idea how hard it was to keep Sparky still for more than two seconds to take that picture!”

Borino

“Unfortunately 98-99% of the expireds do not have phone numbers, and those that do have the phones disconnected. I have a series of four letters that I send with poor results (only one sale so far, after many monts . The time, work and money I spent, I could not justify. I also tried visiting the expireds with dismal results. They weren’t at home, woould’t come to the door, denied that their listing had expired, etc. I knew that I couldn’t continue to do that.”

Thanks for the comment, Charles. You’re absolutely right, there is no point of continuing to do what does not work. The question is WHY? More specifically, why is it that some agents use the very same system and list expireds every day — like Brett who went from zero to 12 listings in one month, while you didn’t get good results.  The expireds you went after do end up re-listing with another agent, so why not with YOU?  Is the system?

That’s part of it. First, make sure you really do follow the system and use all of the essential components. Many agents send letters — letter alone will seldom distinguish you from the rest of your competition, no matter how well written. Good letter is ONLY A START. You need to use the entire expired package as I recommend to be noticed and remembered. Then, include postcards, market updates and the rest of the follow up materials.

Second, four contacts are frequently not enough. As I teach you in the course, it can take from 5 to 15 contacts before an expired listing remembers you, knows you and has enough trust in your service.

Third problem I see is your approach. Given so much negative response when you chat with the expireds face-to-face, I am guessing the problem is in the conversation: not enough questions, no connection, lack of trust and rapport. You most likely come across as “just another salesman” in your tone, your body language, and your overall vibe.

But the REAL reason why it’s not working for you can summed up in one word. I have trained over 8,000 agents from all kinds of backgrounds, in  many different markets, areas, price ranges…. Agents who sell multi-million dollar Beverly Hills mansions to tiny mobile homes in Kentucky. Some agents are brand new, some with over 20 years of real estate experience. Some excellent marketers and brilliant communicators, some shy and introverted.  They don’t have much in common except ONE thing — one thing that determines their success or failure.

BELIEF.

Those who believe they can and will be successful, ARE. Those that don’t believe they deserve it, or it’s too hard or <insert any reason>, fail. I know, it sounds simple. Too simple, really. And it IS really that simple.

If you believe that real estate is a profitable, interesting and rewarding business, it is. If you believe that mastering expireds is pretty easy — it is. If you expect good results, nice clients, easy listings, plenty of commissions — you will get exactly that.

“I just wanted to send you quick note and let you know how my first week has been using your system.

I’ve set an appointment every single day worked within 12 contacts on average. This is with a motivated seller who has a definite timeframe to move.

I’ve made 4 visits in person and each has gone VERY well. They appreciated the fact that I was not selling them just there to listen and help. What a MAJOR DIFFERENCE!! I have appointments set with 3 of them for next week to discuss listing it – this is what they wanted I didn’t even have to close them!”

Rene

I recorded the coaching session and Rene gave me his permission to share it with you.

You’ll learn:

• One quality that will pull you towards your goal (and it’s NOT discipline)
• How to put together an easy plan you will actually FOLLOW
• Why going for a listing appointment will KILL your chance to get the listing
• Simple tips to stay motivated and focused
• What will it take to sell at least two expireds every month like clockwork
• Easy approach on the phone and in person: from contact to contract

There are plenty of useful tips there for ya you can use right away. Enjoy — and Go Get ‘em!

Borino

PS: I want you to succeed. If you’ll get the Expired PLUS 2.0 right now, you will also get a free personal coaching session with me.

To listen to the coaching session with Rene just click the play button.

Then you turn the page and forget all about the article. Two days later, while grocery shopping, you find yourself in the tea island, picking up two boxes of green tea. Even though there was no ad in the article, not even a mention of where to buy it…. It was a science news, not a sales pitch.  But there is this inexplicable force pulling you in and you can’t help it. It happens to all of us. And it happens often.
Do you ever wonder how it works? Why it works? And how you can use it to influence your prospects and clients the same way? It’s called the Connector formula and contains a magical ingredient – IDT.

Borino

Gravity PLUS Marketing and Communication – For real estate agents who love real estate but hate selling

At the end we did make it to the cabin just fine. And the next day? Just perfect. Blue skies, great snow, no crowds and LOADS of fun. Check it out:

Don't I look as if I knew how to ski?

I got back yesterday…. A little tired from all the skiing, but feeling GREAT. So I wanted to share the love with ya! See, we have recently gotten four brand new Expired PLUS 2.0 packages back because of a shipping goof (Peggy insists it was the USPS, I’m blaming the gremlins). Regardless… These are unopened, perfectly fine, ready to get you leads and listings sets. BUT…

We can’t sell them as brand new anymore. So if you don’t mind a little dent or a tiny scratch on the book cover, you will save yourself $100 from the original price and you’ll be ready to list expireds.

Brand-new Expried PLUS ready for grabs. That big box underneath is the new shipment of Open House PLUS.

So if you want to get your hands on one of the Expired PLUS packages and save a bundle, order here and type in “100” as a discount coupon on the right side of the check out page. That’s it. Enjoy!

SORRY – ALL SOLD OUT

Borino

How many contacts should I be working with on a weekly basis, on average, if  my goal is 1-2 listings per week?”

~ Mike
Charleston, S.C.

Good question, Mike…

You should be working with as many as you can handle (the more the better, of course). And as many as it takes to get 1-2 listings per week. That’s the short answer….

Now let’s take a step further and go over the details.

You should know (or figure out) some basic stats:

1. How many expireds do you need to speak with to get one lead – someone who will most likely re-list in the near future?
2. How many expired leads do you need to have on a regular follow-up to have one listing appointment?
3. How many listing appointments do you need, to list one property? Of course, this step is not just about expireds. Your marketing materials, your resume, your abilities to build trust and rapport with the seller, as well as your qualifying and presentation skills are just as important.

So let’s just use some hypothetical numbers for illustration. Keep in mind,  your numbers WILL vary. (You can use the X-Tracker that comes with The Expired PLUS to get YOUR exact numbers).  We’ll go backwards:

1. Out of ten listing appointments you go on, you list seven homes.
2. Out of ten expired leads in your system one turns into a listing appointment.
3. Out of ten expireds you talk to five become leads that will go on your follow up.

So, based on the examples above - to list ONE expired every week, here is your plan:

• Talk to 30 expireds every week
• Add 15 expired leads to your database and follow up with them regularly
• Go on 2 listing appointments every week

And there you have it. Suppose you work six days per week – you shouldn’t but as Tony Soprano says: “Sometimes you gotta do whatcha gotta do“.  Every day talk to five expireds. Old or new. Doesn’t really matter.

That’s it. One listing a week. Not that hard, right?

“I am having trouble getting good numbers for expireds. What is the best way to contact expireds?”

Donna
Keller-Williams

If you’re not getting good results with expireds, you’re not alone as you can see.  I have some cool new tips and tricks for ya. And if you’re not too busy next Thursday – November 4, I will share it with you on the next private webinar:

See, now is a great time to go after expireds for three reasons:

1. Market has slowed down
2. Most competition goes on a mental hiatus
3. Plenty of expireds to choose from

You’ll learn:

• Three most effective ways to contact expireds
  
• What makes expireds angry – and how to easily fix it
• The most powerful marketing weapons that will instantly make you stand out from your competition

If you’re not listing AT LEAST one expired every month, you’re doing something wrong. Let’s fix it.

Here is a replay of the seminar. Just click the play button below. And please leave your feedback and comments!

Borino

“You have been just the encouraging kick in the a*s I have needed. Thanks! I still need to work on my daily “to do”. Help??

~ Sharron

Doing stuff matters. Doing the RIGHT STUFF is important – and we’ll get to that in a moment. But first….

There is to it than the doing part to reach your goal. Yes, prospecting, contacting expireds, calling, door knocking – all that is all well and good. But the important secret is in FOCUS. What you focus on expands. What you focus on you attract into your life.

1. Focus on WHY you are in real estate. What do you like about the business the most? Keep reminding yourself why you do what you do every single day.

2. Focus on FUN and JOY. What do you enjoy doing most? Do more of that and MORE of it will show up. I know I’m going a bit Tony Robbins on you here, but feeling good is so important. Feeling good is contagious. If you feel good, people around you feel good. That includes your prospects and your clients.

3. Focus on PEOPLE. What type of people do you enjoy working with most? Be specific. My list includes “fun, interesting, agreeable, pleasant and ready, willing and able to pay for my services” people. Make a list and keep looking for those and they WILL show up.

4. Focus on your SUCCESS. What are the things you are most proud of right now? Keep reminding yourself and more will show up.

Now back to the DOING – the action part. Here is your plan daily plan to get you up and running quickly:

• Before you do anything else, review your FOCUS list every single day, first thing in the morning for 2-3 minutes.
• Practice by yourself or with a partner: 15 minutes – prospecting scripts and role playing, 15 minutes – listing presentation
• Call one person on your SOI list and chat with them
• Call or visit in person one expired listing and/or one FSBO
• If weather permits, knock on 10 doors around your listing (or your company listing) and chat with the neighbors
• Call two leads on your follow up
• Preview two listed properties near your listing
• Preview (drive by) two recent sales
• And finally, absolutely take at least one full day off per week. No work, no cell phone, no email, nothing that has to do with real estate. Just fun, family, friends.

Take command of your Direct Mail Army! Your expired listing letters and postcards are talking to your potential (and current) customers when you’re not there, or when you can’t. Many expired listings will not have a phone number. Vacant properties, sellers out of the area, gated communities…. In all those cases, direct mail becomes your way of introducing yourself to them. After the initial contact, direct mail talks to your leads about the benefits of working with you. It keeps reminding them who you are, how you are different from the regular real estate crowd, and how the sellers benefit by working with you.

Here are eleven quick tips to help you spend less and get more leads, more listings, and more commissions.

1. Repeat. Don’t rely on single mailing. Consistency is just as important as interesting content. Set up a plan to mail at least two or more mailings in a sequence. More is better.

2. Vary your content. Make some pieces educational, some interesting, and some about you. Don’t make each one ONLY about you. Leave ego promotions for your competition.

3. Vary the format. Mix up postcards, letters, newsletters, updates, fliers. Keep it interesting.

4. Have a good design. Make sure each piece is well designed. Design creates a powerful first impression about you and your business. Your audience will create opinions before they even read your letter, postcard or a mailer.

5. Always mail letters first class. Nothing screams “junk mail” like a bulk stamp and a window envelope.

6. Mail the right message to the right audience. Each piece needs to be target-specific. Expired listings worry about getting the house sold and getting it done right. FSBOs are concerned about commissions. Make each message RELEVANT to them.

7. Four questions. Every point in every mail piece MUST answer your customer’s questions: Why is this important? Why should I care? How will this benefit me? What do I do next?

8. Keep it personal. A quick way to a trash can is through using sales talk, business jargon, and empty buzz words. Make your language informal, personal, interesting, and easy to read. Write as if you were speaking to your reader in person.

9. Test and adjust. You will never be done. It’s a process that always evolves. Talk to your customers, ask them what worked, what didn’t and why. Then go back and make changes. Everything works sometime. Nothing works all the time.

10. Follow up in person or over the phone, if you can. Don’t rely on mail alone.

11. Use testimonials. Third party can sell you and your service faster and better than anything else. Use pictures, stories, and be as specific as you can.