from "A Home Run Every Time: The Best 200 Sales Ideas You
Ever Heard!" by Steve Stewart, copyright 1997. 206 pages.
Home Run Every Time
#72 Ten Showings
to Sell It
At the listing presentation, tell the owners "Mr./Mrs. Seller,
by the time we have had ten showings of your property, or two
weeks go by, we should have had an offer on it. If we don't,
it will be necessary to make an adjustment on your price since
people either aren't seeing the house or not making decisions
for it when they do. Ninety percent of all the opportunity
you will get happens in the first thirty days. We can't waste
that whole most important first month on trail and error. If it's not working
by ten showings or two weeks, changes will have to be made. Agreed?"
#89 Break out the Brokerage Fees
Break out the brokerage fees on the seller's net sheet. If you
lump together the entire brokerage fee on a single line, it is
the second highest figure on the whole page (after the pay-off
of the existing loans). That makes it a large and convenient
target for the seller - who is trying anything to save expenses.
Why not spell it out?
· Brokerage fee to the Selling Company: X%
· Brokerage fee to the Marketing Company, to pay for advertising,
printing, yard signs, directional signs, flyers, local and long
distance phone calls, Multiple Listings Services, computer equipment
and time, personnel, promotions, public open houses, food for
broker open houses, coordination with other Realtor firms, mailings
(printing/preparation/ postage), etc. Y%
#93 The Market Speaks to You
At several points during the listing process, use this script:
"Everyday the market speaks to you and tells you where you
where you stand. If your property is in high demand, you'll know
it immediately. On the other hand, if no one is trying to buy
your place, the market is telling you something about your price relative to the value.
If no one even looking at your house, the market is screaming
at you through the quiet inactivity! When the market is silent, it is speaking the loudest
of all. Listen to the market and it will tell you what you need
#112 Agents Don't Pick Houses to Buy
Agents don't determine what the buyer buys. Price determines
what the buyer will see. If the seller asks for even one dollar
higher than the parameters on a computer search (search for all
three bedroom homes between $242,000 and $245,000, but miss a
three bedroom house listed at $245,250), it won't even show up
on the search list and won't be seen by the buyer. So how cavalier
can you afford to be while selecting a list price?
#122 Seller Counters a Good Offer
Contrast for the seller the risk of making a counter-offer:
"Folks, it's your decision to make. But you are asking $260,000
for you property and that's the most it will probably appraise
for. The offer you have on the table is for $258,000. I know
you want to be out of here and in your new house before the holidays.
· Is it worth $2,000 to gamble away being in your new house
before the holidays? That's gambling 99% against 1%.
· Is it worth the risk of losing this buyer and having
to make payments on this house and on the next one at the same
time? Together, that's more than the $2,000 you are looking for
Remember that your counter to this offer is legally the same
as rejecting it, and this buyer already knows where all the other similar
properties for sale are.
Besides, you have now been on the market for 2½ months
waiting to get this offer. What if it took you another 2½
months to get the next offer? We don't know if it will, but that's
how long it took this time."
#123 Lower Your Commission?
Seller: If I accept a lower offer, will you lower your commission?
Agent: Of course! Remember, the brokerage fee is just a percentage
of the sales price. As the price goes up and down, so does the
brokerage fee. It's not a flat rate. I only win when you do,
and only in proportion to how you win. You and I are a team.
If you take less, I earn less, too.
#136 The (Five) Best Homes
Before you leave the office to show property, tell the buyers:
"We are about to see the (five) best homes in your price
range. If for any reason you don't select one of those, we'll
go out again tomorrow. But you need to know right now that anything
we would see tomorrow will be inferior to what we'll see today.
If there were anything better than these (five), we'd go see
them first. Any questions about that?
#167 Gifts to the new homeowner
Gifts make no difference if they don't have value, but value
is a much broader concept than cost. Getting a gift of something
you could very much use at the moment you need it (it's the difference
between a bottle of aspirin, and a bottle of aspirin when you've
got a pounding headache) can create more lasting memories than
expensive chandeliers or brass door knocker.
Here's a Survival Kit Gift: Give a large, beautifully wrapped
box delivered to the buyers on the day they move into the new
house, containing items of predictable usefulness on move-in
Light bulbs, cleansers and window cleaners, Kleenex, paper towels,
toilet paper, scouring pads, Handi-wipes, broom and dustpan,
screwdrivers (flat-head and Philips), box cutters, pliers,
hammer and nail assortment (on all tools, stick a decal with
your name, company, address and phone numbers), picture hangers,
front porch door mat, several of your memo pads, list of phone
numbers (gas, water & power utilities, phone company, pizza
delivery, etc.), post office address change cards, etc.
We don't particularly recommend you include items that have to
be installed (like wooden towel racks) unless you are standing
there yourself with the tools ready to do the installation yourself.
Alternative #1: Picnic basket filled with plastic plates, cups,
glasses, flatware, table cloth. You can have sandwiches and drinks
delivered by a local deli. On move-in day, people are always
too tired, busy and sweaty to go have lunch. But they do work
Alternative #2: If you have a client friendly handyman you can count on, hire him for a day to work at the buyer's house on the day of their choosing. He can install lights, light switches, fans, window screens, etc. Let them work out the day of his work for them, and you let them know they have up to (five) hours of his time, on you.
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