How to Win Every Real Estate Listing

how do we make sure you win the listing and I very intentionally selected three very different personality types three very different styles three very different markets right a kind of San Diego riot local Rockstar North County does a tremendous amount of business known him for you know 30 years average sales price five million - and then the guy that listed the Playboy Mansion right and sells these you know hundred million dollar properties and you know what do you have to do to you know establish trust and be the agent of choice to win that and then Jackie in Toronto right big setup or Jackie who just takes it to a whole new level and they all do things differently but the same so you guys up for that I've asked them to answer a bunch of questions and we really wanted to get into some Q&A so let's bite our three guest experts up Allen and Jackie and Gary come on out so why don't we start let's start very quickly with a simple question to pre-listing pact or not do you send pre-listing packages or not first of all I don't always do the same thing all the time it's always different I always think about really what is this particular situation call for I've done it I've done it many times but in general I do not I want to meet with them I don't want to give them any reason to eliminate me before I get in the door awesome Allen do you send a pre-listing package or not the sender not to send huh that's the question I do not send a pre-listing package I think there's different strokes for different folks and it all works I had an experience probably 15 years ago where this one agent was doing a tremendous amount of business and I was sending these amazing packages ahead of time and I said well what did they send and it was like a one-page letter and I went well what's going on so for us and where we're positioned in the marketplace it's not something we do got it Jackie do you set up your listing package what was the answer yes yes and why do you send it and are you thinking these two are both knuckleheads no I think if there's enough lead-up time and we can bring it we bring it I don't think sometimes I've not delivered it in advance and we leave it at the end of the presentation because they're always looking to grab on to something and it's the only thing that we actually leave behind okay so whatever works for you I like to leave it with a personal handwritten card that says looking forward to meeting you please have a look at our material excited to see him give us an example cuz we were talking backstage that that there's no right or wrong answer that the answer is which one gives you in your mind more swagger do you guys got the answer is there a with me on this which one gives you more confidence if sending it gives you confidence send it if it doesn't don't worry about it what's inside yours just give them some highlights so a little bit about the team talks about all of our services high-level snippets we introduced our photographer we introduced our videographer we show them what personalized websites look like so just a little bit high-level and we focus also on how we staged properties so they can it's very visual not a lot of words it was inspired by Jason Mandel's piece years ago yep so it's just a little taste good no talk about Commission just services awesome awesome walk us through each of you like if you were to take analytically the process before we kind of get into the deep and wild and crazy stuff like what do you do first what do you do second what do you do third what do you do fourth Alan start with you what do you like you show up and if you want to jump up and be animated and thought I don't I don't care it's all good by the way sometimes the day we should have you do Moviefone we're done so but first well let's remember that right what what's the process you go through so and to take that back if we take a pre listing package and we were to say I would send a digital version of one I have a few slides that I'll send out ahead of time to sort of let them know who I am confirm our stats where would position we're proud of what we've done as far as the marketplace our positioning we were number one in San Diego last year and so we will take that and we'll make sure that the client knows that to the best of our and try and keep a humble approach at the same time to know that we are approachable we are human we do care about them and we're not just a numbers machine which were not so at the right time we'll send that over when I do show up and I brought that out I just have an iPad and for me I think Jay Abraham was talking about it and I was trying to resonate with many of the big producers throughout trying to say okay I do that I need to do this better I do that and you do this better bottom line is I'm trying to really really understand who I'm talking to I just had a listing appointment that I walked in with the iPad and I saw a table full of stuff at that moment I knew the only way that I was going to stand out was to not do any of that I didn't even open the iPad I looked at him I looked him in the eyes and I talked like this the whole time and at the end of it he left he said Wow you were the only one who didn't bring anything and it makes me feel like you cared about me you weren't here just to sell me so different strokes different folks I think if we want to sell a lot of listings and close them we can't have a system that's uniform uniform uniform uniform because we're all different people especially today so walk in the home I'll ask them what's most important to you here's Who I am I'll go through that process I will eventually talk to them about price but that's after I've understood everything that they want where they're going why they're going there again what's important to them who have they spoken with what's their experiences in the past you start learning that about somebody and kind of the rest of the stuff kind of goes away and then at the end of that you kind of know what they need you just talk to that so for us I've simplified it to that level if they really want to know about marketing yes at that point I'll open up the iPad I do have slides on there I'll talk about okay here we do photos we have drones we do this we do that we do staging if this is what's important to you pricing I'll be able to tell kind of where they are in pricing and that initial part of the conversation I don't know okay have to spend 15 minutes talking about pricing today because this person I can tell already wants this and in my mind I won't go beyond this so that's where they need to be today so we'll have that conversation and I am convinced in my mind that I am there to do what is best for them I've seen them go through different circumstances I know who the competition is and I have a firm belief at that point that we are the best fit for this person to get them to the right place so if you're coming from an integrity place I think you'll have that inner belief and you will convey that to to that client and that's super important if you don't have the ability to know and internalize that you won't listen to what they're saying and I think the intense listening is going to give you everything that you need and I know it's not 100% concrete but if you think about it how many times are you actually listening to the people just listen listen listen they'll tell you everything super important do you remember a million years ago when Bill Mitchell told us to read soft selling in a hard world yes that's exactly what you just said spend all your time upfront asking all the questions figuring out who they are because their answers tell you are they wanting a discount pricing at high unrealistic getting a divorce but they haven't told you yet right like all that stuff starts to show up when you're present and focused in the moment with the customer versus maybe just doing your thing right doing the stick absolutely and guys you you'll see it I think everyone can relate to it how many people have walked in and you're talking to that seller you just see their eyes like glazed over it's like when that tech person talks to you right and you're like okay enough what is this cost what I'm gonna do is it going to make me money or not yes or no you are killing me so if you pay attention them you see their eyes glazing over you know you've got it change directions here quickly make them talk ask them questions if you can't do that you're not getting the listening I don't I don't care what you're bringing or showing them I don't think it's happening yep love it okay Gary the same question right I mean now Gary you have a very different deal one of the big differences is I have a list 20 houses a year so I can what's your average sales price just for context I don't look at it average analyst right now the cheapest thing I have a 7 for 3 and I've for 300 that's not 21 and 10 and you guys hear that I got one for 3 million and I got one for 300 million what do you need what do you need I got you covered I'm gonna sell 20 houses a year 15 houses a year and hopefully a few of them are monsters and that's my model yeah so I have I kind of if you're somewhere in Omaha Nebraska and you have $250,000 houses and you'd have to sell 100 you probably can't spend 3 hours preparing for a listening presentation you might be going on three that day yeah I can and I do when I show for listening and presentation I am Gary look right to that camera out there okay when I go to a listing presentation I am prepared and I have my iPad and on my iPad not only have I've anticipated what this appointments going to be like and I've done a lot of research and I've talked to them and I found out who is important in this particular transaction I want to make sure I'm talking to the right person but when I show up I show up with my iPad not only with what I've prepared for them and I've got that queued up on my iBooks a few different PDFs I also have comps and I also have hard copies of everything I'm going to give him one on our listing appointment once which I thought was the best performance of my lifetime and I didn't get the listing and I asked her why didn't get the listing and she goes well they left this really good marketing book which I showed her on my iPad but I didn't leave her and she was tactile so I'm prepared for anything but the reason I don't like to put give it in advance unless it's called for is most people aren't going to read the whole listing presentation and I've I anticipate and and I'm I'm being tactile and I'm thinking about at the moment what these people need to hear and I'm gonna point out the two or three or four things on my presentation that's gonna resonate with them and I'm not going to go over the stuff that will turn them off or it'll just be a bunch of noise so I really focus I think it's insane to go over all these things that you can just see there I'm rolling their eyes I think you lose them so that's why I like to have it and be the person that delivers I have a good rap yeah you have all the tools available but it's custom to the moment not only do I have that I've got my Google Drive queued up I've got I use something called onedrive where every photograph I've ever used on all my listings are all there and depending on the situation I'll pull up a video that I want to use an example I'll pull up some publicity I want to use an example or a website or I'll go to Restoration Hardware and say I think you need to put in this or do something like this or show examples of staging that's done I'm completely trunk you know when you're starting to do all these things and kind of solve problems to them and tell them how you're gonna do things that's how I get my listings I become their agent before they give me the job okay I love it I'm gonna make you do the reverse engineer Beverly Hills you know okay the Playboy Mansion presentation but let's suppose do it a minute let's go to Jackie what's your process and and you already love the contrast why the color you know just the contract right what they do like you're about to see a point-counterpoint that's my intent okay so I do very much with the two of them do I build rapport I establish myself as an agent in their community but above all that we talk very little about ourselves when we're at listing presentations we talk about their needs what's brought us here that day I usually ask people if they want to give me the tour of the house before the presentation or after I leave it to them most people if they have a burning desire to get things off their chest they want to talk first and that's fine we then do the tour that I've got all the information that's in the back of my mind and I'm already preparing what I'm actually going to put on their table because I have a sense of what they need and what they don't need what they have an appetite for or not we offer a lot of services but with everything we're very careful to ask whether they have an interest in these services not everybody we serve a lot of seniors in Toronto and not every senior has an appetite for upheaval or staging etc so we give them that choice that option we come back and I have I have the slides here probably won't show you them all but what we do is we laminate just an 8 by 10 piece of paper of every single service that we provide and we have 33 of them ok guys this is a very hot idea that you guys want to see all the slides okay and then can we make these available on the hub sure I'm a giver whether she likes it or not but just get demonstrated because first of all okay why are they laminated they're laminated because they get crusty and really yucky if you use them over and over again it's the one thing we don't leave at a presentation so you want something that's easy to clean off so they look nice and shiny they cost a lot of money to produce you want to take them when you leave they're supposed to be in order they aren't in order but I can very quickly lead you through show me to do that yeah just rip through real fast okay so we talked about the power of MLS we talked about the difference between an MLS listing and exclusive listing if I'm sitting with somebody and they want to do business with me and we know we're signing the listing today I sign an exclusive listing today so that another agent doesn't come behind us and take their business that also gives us prep time to make sure that they get into our schedule and I tell people if you don't sign an exclusive listing we can't get to work for you right away so if you want to start just get to work and book our trades and book a photographer videographer and start the schedule rolling and the prep work it's best we take it we also loop that into a coming soon campaign so if I don't have an exclusive listing sign we're not starting a coming soon campaign for the client we talked about the power of MLS I tell them it's the most powerful tool but we also talked about social media so we break down social media per slide what called these slides for today we talked about I'm gonna hold your slides alright so we have oh great we have a you need me on all your employments sure they're all out of order so ours are digital media works in a circle whatever fed through our website goes to Instagram feeds to Twitter goes to Facebook YouTube and I talk about each of these in the strengths of each of them and then you go Instagram Twitter Facebook we spend a lot of money on Facebook and what we do after we take your business mr. mrs. seller is we go back to the office and we sit in our boardroom every Monday morning and we announce our new listings to our team and we say who is the buyer sorry it's terrible four one two three banana Street and we literally we do this we don't just say we do it we sit as a team setting and we go what's the buyer for this but at the listing presentation and I'll save them at the end of the appointment today I'm going to ask you to think about who the buyer is for your home because most often they know they'll tell you if it's a young person though if it's somebody who needs access to the transit line or if it's seniors they're going to tell you and what we do is we talk about how we target our advertising to that avatar so that we bring in the right pool of people we talk about a unique website how they get custom websites we talk about luxury websites if they're a luxury home we talk about our Boomtown website one important thing about our site is we tell them about the buyer seller matching database so we tell them we have a debt you want to cut me out I'm just gonna hit you as one ready cleaning most people don't know how to clean their homes to the standard or satisfaction that I have and I tell people I'm super picky I want to make sure that your house is squeaky clean so we send cleaners to your home before the house hits the market and we do that to create an experience so when we stage you saying our house isn't clean no I'm saying I'm gonna make your life really easy and I want to take the pressure off of you guys we send four people in to clean your home we don't send one cleaner that's there for seven hours we send four people in they clean your house quickly and to my satisfaction so that when it goes to market okay let's go buy you're selling matching database our websites amazing we spend a lot of money to maintain this website one of the most powerful pieces about our website it has a buyer and seller matching database so the first thing we do after this meeting is my team will go back to their desk and run a buyer matching buyer and seller matching database I'm going to try to pair your home with a prospective buyer before it even hits the market don't say that if you don't have up team versus an individual we talk about the power of a team we break it down by your team of agents we talk about a team leader client care manager marketing special staging consultant because I want to know that when they're with the solo agent that they're getting one person who's doing all of these jobs so it's remember the spinning place yeah so we say we're an entire team I'm gonna help you my team is going to support me we're going to work as a team environment especially with open house I'll get to them weekly updates once we take you under contract from our client care you're gonna get a we how many of you are getting I can hand her any slide and she could just go right into it okay give her a huge round of applause for that okay do you schedule this is this was on my list the schedule at a glance is the very last thing we talked about and so I showed them a sample and I say this is what it looks like once you listed the first thing that goes out to you as a client is you get our one welcome letter and you also get a schedule at a glance and so when someone says well I want to go to market in two weeks I'm going to say all these things have to get done and I need to get to work today that's my securing the listing with an exclusive so normally when we get to this will all open our calendars and say so when do we want to be on the market because I've got a book the cleaners I've got a book the photographer I've got a book the videographer we Dornoch as a team before your listing goes live and we have to make sure our mega open house has enough time to get exposure and traction so that it's a success awesome do you guys want to copy those now remind just this ready so these are all laid out yeah and then the seller says Jackie oh my god you're commissioned so hi another agent said they would do it for less you know I mean we you know we really need to do it for less can you do it for less what do you do we can but these services are set up to work in conjunction so we could do it for less but I hate to tell you the most valuable services and we am right you clear the table you start taking away and that's why there's slides that's why it's not on an iPad I love what Gary gold does I think it's amazing but I can't visually pull it away from my audience and does that work it does well most people when we lay these out my team is here they know people are like so what do you pay for what do we pay for we pay for it all and it all has to work in conjunction did you guys write down that line that's okay when the client says what is this gonna cost like how is this all going to work because you're overwhelming them Maxine with all the things you're going to do this is a no-brainer give her a huge round of applause I love it you want me to hold these for you no but no I'm not gonna steal I'm she's like you steal don't steal my slide okay Gary you won the Playboy Mansion I'm gonna hit you with the discounting fun stuff so just you know what's coming you won the Playboy Mansion you shared this a few years ago I watched a whole lot of clients freak out you called it something like the reverse engineer okay so explain I got the Playboy Mansion well on the Playboy as I said I do different things for different situations I use this reverse marketing listing presentation a lot and what I like to do with that is I show up and I go you know what I can tell you how great I am and I thought stop he's about to give you one of the world's greatest pre framing your appointment script on the planet and if you're just watching and not video recording or taking notes or on the live cast you know saying to yourself go back to this moment in time because when you share this four years ago and the clients were like this Oh got it one one of my tools is I'll just say listen I could sit here and tell you how great I am and I like doing that but I don't think you really care let me show you what I will do for you and I'll demonstrate it by showing you a similar house and the marketing and the how it is working with me and I pull out a marketing report I give marketing reports about once a month to all my clients and they're super valuable for them you keep them in check and also in there they know what's going on they know what you're doing you know you could be doing the greatest job in the world and showing it to a ton of people and the Martin and if they don't know about it they're gonna hate your guts so I keep them on top of it and then I use it as though as a listing presentation and it also it really got on expires if you're showing them here's all the showings I have and on I get on every showing I give what who the people are what the results were I show them also every bit of social media I've done and I do it beautifully I think my marketing report looks better than most people's advertising because I'm taking care of their baby their multi-million dollar property and I need to impress them more than almost anybody so I give them this report it also has every showing it has what's happening in the marketplace and what I consider a comp in my marketplace is what are the other properties people would be looking at and that is what I consider a comp so when you're showing this them in advance like for instance in the last 90 days if their house hasn't sold but three others have that's one bit of information if nothing's selling that's another bit of information and how much is on the market that's another bit of information another good thing is when you're setting this in advance they get they're overpriced instead of the stupidest thing people do they go on the listing appointment and they lie about the price they just them and I think you're a bad person if you're not telling people the truth upfront regardless of what happens and then when the offer and then they tell they do nothing and then when the offer comes that's when they tell them the truth and they're in a corner and they hate you and they're not going to react and they panic so the listing presentation for the the market report for the listing presentation is really easy and for expires they go god I didn't get this I didn't get this from my client so there's all these things and it also I see you get this every week and expires love to know I'm gonna know what's going on I would say most people lose listings because they didn't the the seller didn't know what was going on so Gary I want to go back to this for a second this is brilliant when you showed this me a couple years ago you said and I can give it to everybody yep cool you want to give it to them sure you guys want a copy of it I'll show you the fast version you correct me if I'm wrong you said most agents walk in and they start here and they say hi I'm Gary and this is what we're gonna do and then I'm gonna put in the MLS and we're gonna do professional photography and what it's rather than doing that I just wanted twenty million dollar house down the street somewhere to yours let's let's start here right you guys want it sold right let me show you what happens before then we're in a multiple offer situation we get in negotiations let me explain how that's gonna be and he went backwards in the presentation now here's the thing if five agents all show up and do this and he shows up and goes backwards who is the one that stands out these aren't trick questions this is a good sign remember whenever when there weren't phones in seminars or people say put your phones away look at this all we see right now is people like this with phones but is there anything anything else you want to share about that well the one thing I want to share is that I really as I said they do a lot of research and I'm really sensitive to what's going on in the appointment if you've got this idea of this genius thing that you're gonna do and you're doing it to the wrong person at the wrong time and that's not happening you're gonna lose so I really try to deliver and I think it's our responsibility to communicate with people the way they wanted to be communicated with so I will do that if that's where the conversation leads I am NOT trying to drive some of this something they don't want to hear yeah if people start rolling their eyes you lost them bingo bingo good point Ellen in your marketplace there are people that want it listed it really crazy prices there are people that want to have discounters shed some light on how you deal with both because do you guys ever deal with that they want to list really high and they want a discount does that ever would you like to hear a masterful way to deal with that oh yeah we we see all kinds of different companies I think purple dicks just gotta break you say I thought I heard that actually no well for all you recording that was truly a mistake subliminal [Laughter] welcome to Moviefone okay okay we've known each other for so long who remembers when you would call the movie phone line yes murder the movie for a light if it said like you know for you know to go see the ladies what about press one he and another one of our dear friend Steven Christie would sit there in their office and prospect for four or five hours a day and when you do that for four or five years in a row you have to start doing things to make it fun and fresh for you just please tell me what used to do this is alright classic oh well we'd be standing up calling for four or five hours and eventually you get bored you start going crazy and you know someone the voicemail comes up so you just say hello welcome to real estate phone if you think about selling your home press one if you're not thinking about selling your home press two and so on I look nobody even knows it anymore it's so long ago I know this is much like twenty five and thirty dollars going what are you talking about that's what we used to dial like this yeah did you ever have anybody go we did everything and then you'd get one you'd go in every now and then it was a while ago all right crazy days purple old question oh how do you deal with the discounters and the people that are just adamant about I've got elicit high you know I don't want to lose it or money on this I want you to set a record-breaking price you're the best agent on the planet I told the market totally extraordinary and I want you to do it for Less right okay great question and a couple of facts one there is no one big close right for anyone who's been doing this while or even sales there's no one big close you've heard it before we really have to get a hundred yeses out of them so if you have your presentation and it's intact you'll build you'll give them information ahead of time good information so that by the time you get to this point where you're discussing Commission and other areas you should be able to reference the information back here it creates more integrity in the conversation and the truth is you just got to use logic logic it is who is discounting why are they discounting what are you receiving for your discount it is this investment important to you how much how much equity do you have in this home is this the most valuable asset that you have this isn't a toaster we're if we do this wrong we can return it and you didn't make that big of a mistake stop that's a really good simple line mmm we're not sound like a toaster here you had me we're not selling like that used-car sorry and a little bit of experience so pre-internet right even five years ago if we're on the MLS and we're listening Holmes and I will say this to the seller we could have your home on the market in every 30 days right we could relist it and make it look brand new right and they say yes today everything's transparent Zillow kind of took it out of our hands all the other website companies took it out of our hands so mr. seller what does it cost you for making a mistake is that worth it but I'll tell you what you don't have to pay me anything unless you get a successful clothes at the escrow until then it's all on me but before then if I'm paying for everything upfront this is the way it's gonna be and if they keep going down that road I'm like I'm not your guy okay so that was a good line Alan but you know this this purple you know whatever red whatever right so I mean authentically what do you say in that situation so you know we're thinking about the you you you're wonderful but we're thinking about right so do your research guys you can go on to all the websites you can see all the people that have been unhappy with your competitors you should know who you're going against red fin or purple whatever or so forth so on you'll know if you want that listening and bring it right in a matte who works with me here in the audience we've done it before we look at what's the employment website it's like Yelp but for glass doors don't go out there and read how happy people are with red phone agents how fun it is to work at red fin because it's not go weed it and then go show them and then go tell them this is who you're dealing with now I'm not I'm not degrading everyone at different strokes for different folks you know it's all good but if this is what you're trying to build value for in my opinion you're just telling the truth we know what it is they're going to experience I would love to save you that mistake now because if you figure it out in ninety days probably cost you fifty thousand dollars you're trying to save how much ten doesn't make sense let's talk about it more are you that stoic with I mean obviously you're comfortable on stage but are you that stoic with them yeah well it's gonna be different energy levels right we're Matt yeah right so if I'm a spaz in front of them and they're like to mellow I got a problem but if they are you know super hyper energy and I'm the smell I have a problem so I will match you know but I've been doing this a long time so we know the information I think your comfort is going to is going to bring integrity to that conversation again I'm like this we're talking face-to-face if I've got the iPad out it's going to have its purpose but if I have them looking at that iPad more than I have them looking here I don't know I don't know what they're paying attention to I don't know if they're hearing me what's the old saying that if we don't ask them a question about every two minutes they're glazing they're glazing yeah that's a stuff we have to watch out for even if it's a chat clothes right yep all right so let's do some Q&A what's on your guy's mind who's got a question can't looking for my microphone peeps who are somewhere around so ask me the question and I'll fire it up real quick actually my microphone is running over here the blue and please anything goes go so when you're at the listing presentation I know when you said you go backwards do you talk about yourself personally and you said you also match I feel like you have to have a chameleon type personality because when you're working with sellers you have to be one way depending on how they are and then when you're negotiating another news that matching people so I guess we've got two questions inside there when do you talk about yourself if you do the reverse and then what about matching and how I guess what I'm asking is do you talk about yourself and and how much would you say so if they have children would you talk about your children with them or mention that you have children so they can relate talking to me I guess I don't know whoever has children that are you talking to me if I walk in the door actually actually jacqui dance that first and we'll go to height all three of you I want all three of your answers ladies first so my thought is if I'm somebody else when I'm meeting them for the first time at some point to both of their points I'm going to have to be me later and it's probably going to be really difficult or awkward so I'd rather just be myself I have kids so with sellers I say I know I have five dogs as well in three cats and a busy work right I have a very busy career so I know what it's like to be for sale so I say to them I sympathize I want to help you but I want to ensure that you're successful because I know what it's like to have three kids so I think earlier today and probably over the course of the last three days I'm close to my clients it's all from heart there's no it's not sugar-coated I tell them that as well and I also ask if they're open to honest feedback so I think just be you and if you give a make sure they know it and be genuine I'm not collecting children's names and information about them to never retain it everything gets put here I leave I make copious notes from appointments so that I make sure that I know their family dynamic but yeah if I'm a mom I get it I guess I just worried that when they hear that I have three little boys they'll say oh you're you're really busy and I don't want them to not work with me because they think I'm busy with my children yeah but that's not true are we busy with our kids we're busy with our clients more than we are with our kids truthfully I say I've got an amazing husband who takes amazing care of my kids they don't have the best of me because I come home tired and I try to carve out personal time so I'm there for my children but you are the most important priority because I've got to take care of three kids yeah tell them the truth her husband's job is to stay buff tan and ready I want that job Alan Gary you got a point for it yeah I'll jump in if it's okay so I'm I'm a I'm a stats guy and I know that if they're talking to other people they're definitely going to be talking to Realtors that are used to writing fluffers buffers whatever you know they're just trying to over ball and I think you do have to be careful with that because there's gonna be someone like me who walks in there and says hey listen I've got a family I live in the area that's about as much as you need to know because we're here to talk about you I sold 192 homes last year average agent mr. client sold how many homes and I go straight into it and they'll say and I always ask them they'll say so how many they'll say I don't know fifteen twenty-five and I ask that on purpose because the actual stat is like what two one two so we go through that process but you actually pull up the MLS and show them oh you can pull stats all day long just average it's local sales average income it was on one of my time on market average income of the realtor in San Diego last year I think was like $42,000 and I'm like how are they gonna pay for your marketing and you want a discount but I mean not to get away from your point but I think you can connect with them at certain times but if you go too far it starts going the other way I don't think you need to tell them three boys if you don't want to you can keep me you get to direct which way this goes but you do have to be careful because it's happened to all of us we're all of a sudden I'm connecting with somebody over a topic that I said the one stupid thing that when they think about it later they're like you know what I feel more comfortable this it was more professional with another agent something go okay let's go here glenda hi my question is for Jackie my name is going to Baker from Atlanta Georgia and my question is when you implemented the cleaning into your strategy how what did it change your days on market that's my first question my second question is do you have any liability when you're getting the house cleaned like they broke something they stole something yeah she's good wait one second please all right and that was a bless your heart in case you're wondering and from listing appointment to live how many days is that usually a good question so as long as little as the client needs we can't do the staging the cleaning all of that stuff that we usually need about a week's lead up for that but usually people come to us with their timeline we got a listing up a couple weeks ago in a day seniors know staging the other question was liability now they're bonded they're insured we've used them for many years if there's a client who has antiques we just you know we'll say to them do you want to hire your own cleaning lady you want to bring your own person in or would you like ours and we'll say please ensure that all the cleaning things are out there that you want them to touch we're not touching fine art and things like that often the luxury homes need more work but no I I don't insure them my cleaners are insured and bonded how long it's yeah so non-market days on market this year's different our market is extremely sluggish but it used to be I mean we'd be sold in three four days so yeah got it okay I saw a question over here blue box there you go it's coming wait oh hey how's it going so first time I just want to say thank you so much for being up here and expressing and showing us all this really valuable information I really appreciate it and I think we all could agree with that but yeah so my question for you guys is what is your process for those out of area sellers so you can show them that you're the differentiator in the market do you have a different process how do you make your how do you differentiate yourself Gary well one great thing buyer's or seller's when you're dealing with someone like far away like I deal with people from China and the Middle East is work on their time despite what tom says if you're communicating with a Chinese buyer at 11:00 at night the other agent is like one day he calls the next day they call the next day they call they never get ahold of them so I love when someone's far away it's just they have less people that interface with but I'm all over them and I am just providing them all the information they need and I am willing day one saying listen if you need me to do something for you I will start taking care of that now so I'm like I'll go to your house I'll meet the painter or whatever it is so I just start providing massive value and literally be their concierge day one love it let's go the next question real out my name is Aldo I'm from Bellingham Washington this might be a question also for Tom but for you guys do you take more Commission on the listing side and if you do because I know there's a lot of elite clients here that actually do and if you got any grief from the other parties I done it twice this year and become a community for about 200,000 it's a little bit more tight-knit so I got a little bit of grief back on that so from who from the buyer's agent yeah of course yeah do you guys do you guys ever go just for easy math it's six I take three and a half and offer two and a half or it's five and I take three and out for two or do any of you do that just by raise of ants yeah it happens and I think you can talk to your escrow company well if there is escrow we have escrow in California and I think that you can keep whatever it is that you're being paid private if you want that's that's one option and and two I I think that's going to be a unique situation I mean you're going to have jealousy in the industry whenever you have success and regardless of what you earn so I don't know that you can put much weight into that you're doing your job you got the job done you did great with the other agent you offer them the coop Commission everything's great I don't see a problem yeah okay Jackie any thoughts actually think that covers it let's go then I want to get into a bunch more questions right here hello lo hi my name is Kyle rebus with excellence real estate here in Pico Rivera my question is for Gary and Alan what would you recommend for a new agent who's trying to penetrate that million dollar listing area and they've never sold one before well I think you sell what you got I think you could be brand new no experience from a different industry and you could put together a very compelling argument why someone should use you but you got to think about it and if you give them an intelligent proposal of what hey listen you want it so bad if you went up against me you probably won't win but you could if you convince them that listen I want it so bad this will change my life and the other thing and I do this all the time is people come to me and I've gone to other people and bring in and upbringing talent bring in a heavy hitter bring in someone like me and then you do that and then you get to learn for the next six months for me and then you become that guy or we just continue to do it so this half my business is that right now and I've been the person on the other end and now more times than not I'm on this end but that's the best thing because they like you because you have the lead and they trust me okay last question right here this is this is actually a follow-up to that my question was about what is your pivot so you're in there maybe it doesn't happen to you guys because you're such ballers but as we kind of change our market and you know reach reach reach and we're in there and we see them glazing over and we see that we're kind of losing them what is a pivot that each of you have used successfully to call them back that's a great it's a great question when when I when I first started in the business I mean that your goal is to not leave that appointment and allow someone like us to get in there if we do it's a problem right and and that's I mean that's what we believe and and that just comes in time and with everything and everyone can do it but I would literally write like I take a piece of paper I'd write a zero on it and put a slash through it and I'd say I have zero chance of getting this listing if I don't get it today zero so I'm not leaving till this thing is signed today and you have to have a list of questions that you've memorized so that if you're feeling them glaze you pivot you pick one of the next ten sets of questions because that's what it's about about making them talk you can't talk more if they're glazing you're gonna make them fall asleep more yeah I think we have some stories like that where I did I had one story like that where some guy fell asleep in the middle of my listing appointment and I'm like are you kidding me I didn't get it - I sure liked taking his hand and sign the patient I mean it was it was really it was a tough day hey I was like what's they all do this and and so do you the actual technique is called a pattern interrupt right so you have to interrupt the pattern which pulls them out of it which is usually by asking a question and it could just be something as simple as like what about painting come from and they go oh oh I don't even know that came from my grandmother awesome so are you guys ready to get started and you come back into what you want to do so it's just called a pattern interrupt the most famous one ever is are you wearing underwear and like little you'll see people like the guys who go commando you know like that just they have this moment alright so first of all can we give them a huge round of applause for for sharing this this is awesome

Channel: Tom Ferry

Views: 57,562

Rating: 4.9210525 out of 5

Keywords: tom ferry, real estate, real estate coaching, real estate listings, listings, listing presentation, success summit, win every listing

Id: 54zK_Dy03mQ

Length: 43min 58sec (2638 seconds)

Published: Thu Sep 12 2019