Mega Achievement Productivity Systems

Keller Williams Realty’s MAPS Coaching & Mastermind’s

MAPS is responsible for providing Keller William’s agents, team leaders, and operating partners, the finest tools, counseling, and support to help increase their business, productivity, and recruiting.   In addition to coaching, MAPS is responsible for the ongoing success of the Masterminds and Mega Camp programs.

 Listing Presentation Script
      
In the “Millionaire Real Estate Agent,” Gary Keller notes that to be a successful agent you have to be “…in the business of real estate,” and not just play real estate.  It is because of the wisdom in this statement that having a variety of scripts available and rehearsed is essential.  An effective and well rehearsed script can mean hundreds of thousands of dollars in revenue and can become the foundation of a thriving real estate practice.  

It is essential to have a listing presentation that is second nature.  Here are the essentials to a 30-minute Listing Presentation that Dianna Kokoszka, VP of the MAPS Institute and Tony DiCello, Director of MAPS presented at Family Reunion 2008.  Read and practice, read and practice, and do it again!  This can be a highly effective tool your business.

Presentation Script

When the seller comes to the door, the moment they make eye contact with you, take a step back.  This subconsciously tells them you are not going to harm them. If you are on time then remind them by saying

Hi I’m _______________ with Keller Williams Realty and we had an appointment at 7:00 and it is 7:00.Then sayMr. and Mrs. Seller, I so appreciate you inviting me over tonight. This is a pretty important decision you’re about to make to list your home with me tonight.

If they state they are not ready to list then sayI understand completely, so my job will be to have you feel comfortable and confident that I can get your home sold and show you why so many people have decided to choose me as their Realtor for life.  May I set my stuff on the kitchen table?

Set your items down and ask to see the home.You can have the seller take you through the home or say

Mr. and Mrs. Seller, since you won’t be taking the buyer through your home I would like to look at the home through the eyes of a buyer.  May I take a quick look at your home by myself? Then after we complete the paperwork I would like for you to take me through the home so I can list everything you want on the benefit brochure.  This way I can see what a buyer would see as they would see it.  Would that be okay?

Great, it will only take me a few minutes to do so.   Thank you, Mr. and Mrs. Seller.  I know many agents have you take them through the home and quite frankly in today’s market it is important to know what a buyer will see and how they will react. It will become obvious as we speak tonight about the selling of your home that we must not only attract the buyer, we have to find the buyer that will buy your home. Right?

Let’s get started.

Agent: Mr. and Mrs. Seller, I have a great deal of respect for you and your time.            

With that it mind, I have only three goals for our meeting today. 

1.      We’re going to review your motivation to … sell this home now … and … agree on a price … that will cause it to sell.

2.      We’ll take a moment and I’ll answer any questions you may have

3.      We’ll … decide tonight.  Whether you want to … work with me … and if I want to work with you.         

Fair enough? So I have three critical questions for you.

1.      Do you really have to … sell your home?

2.      Are you willing to … price your home to sell … or do you want it to sit on the market?

3.      Do you … want me … to sell it for you?

Mr. and Mrs. Seller, as you mentioned to me over the phone, you wanted to move to ________________.

Fantastic. And you needed to be there by ______, right?

Terrific. So what’s important to you about__________ (fill in from two lines above).

How / Why is that (or repeat what they said from above) important to you? So ultimately you’re in ________ by __________. You’ve _____________.

Ultimately what will all of that do for you? Honestly doesn’t your family deserve all of that? Great so my goal is to make that happen for you.  And if you are as committed as I am then you will be in (where they want to go) by (when they want to be there). So I appreciate you being serious about getting your home sold.

Now, as we continue to talk about getting your home sold and discussing what it will take, it is only natural for you to see why so many people choose me to get their home sold. In fact, during our conversation about the price of your home, it will become obvious that I get more people more money for their home than other agents.

You do want the most money possible, don’t you? Because you want the most money, you will find it easy to choose me tonight.

In fact it will be easy for you to sign the contract so you can move forward with your dreams. Let’s start by looking at what is happening in the marketplace today.

(have your graphs—absorption rates and market statistics)

Are you aware that currently we have (___ number of homes) for sale and only about ____ are selling per month? So what we need to do today is agree on a price to make certain that your home is one of the small number of homes that are actually selling instead of the huge number that are sitting on the market losing money day, after day, after day, after day, after day. So you understand that in today’s market we’re entering a competition, right? How are you going to win that competition? 

Let’s look at what we are competing against and what the buyers will be choosing from. Address—have you seen this home? Have you seen any of these homes? 

(the reason you ask is in case they have been inside of the home or if they state their friends live there then you are aware they know more about the house than you do and you must keep them focused on price and value).

After viewing three–four homes for sale, then ask: Mr. and Mrs. Seller, if you had to choose one of these homes, which one would you choose to buy? Why did you choose that one? I understand.  You know, Mr. and Mrs. Seller, buyers are just like you.  They buy the home that they see as the best value for what they want and need. Are you aware of how buyers determine value? It’s much like buying anything. 

Let’s say a computer.  You go to one store and the computer you want is $2,500.  You, like everyone, like to save money so you go to another store where you see the same computer for $2,500—only this one has speakers and a built-in CD burner.  Which one will you buy?  

Right, because it gives you more for the same price.  More features and benefits.  Now let’s say you really didn’t care about the speakers and CD burner. What would you expect the other store to do if you were to buy their computer?

Right.  Lower the price. Mr. and Mrs. Seller, the buyers will be choosing the same way you did.  See, most buyers in this type of a market view twelve–fifteen homes before they decide to buy. They compare homes much like you did tonight.  So, in essence, your home is competing against eleven–fourteen homes at any given time. The buyers walk through home, after home, after home, and they look for the one that offers the most features and benefits for the least amount of money. That’s what we call value in the eyes of a buyer. So buyers, like yourselves, either want more features for the same price or a lesser price.  Whichever it is, it’s all about price.

So based on these comparable homes, this one priced at _____ this one at _____, and this one at ______, what do you feel we should price your home at so it is positioned on the market to outperform any and all of the other properties for sale?

(if they are unrealistic and want to get back what they paid for it)

Mr. and Mrs. Seller, if you bought stock last year and that stock was $49 per share and today you want to sell that same stock and it is worth $25 per share, what could we sell it at?  $25 is right.   I don’t make the market—I interpret it and the market is telling us we need to sell at market price.
 

READ SCRIPT:  Handling Pricing Objections 

READ SCRIPT:  FSBO Questions

Gary Keller discusses the benefits of masterminding