The “For Sale by Owner” prospecting is intimidating to some agents. That’s because if they knock on the door and the seller says No….They quit.
The smart agent can win. It’s a matter of getting the seller to know you. This is not from one door knock, it requires multiple visits to build that friendship between you and the seller. So, Keith has come up with a list of excuses to go see the seller.
Preparation: When you get a listing, you will need:
1) A name rider with your professional headshot you should have done earlier.
2) Personalized Open House directionals. Get them cheap at www.nat22.com
3) A lockbox from NVAR
4) Download the sentri lock for lockbox access.
5) Your business cards.
6) A National Realty logo shirt or cap. Bring in your own shirt and buy our logo at the Stitching Station at Dulles Town Center mall for about $12.
Locate your FSBO subject by driving around, craigslist, FSBO magazines at grocery stores and other social media outlets that For Sale by Owners have to go to. Careful not to call the FSBO Brokerage. Yes. there is one.
Follow this step by step excuse plan. Each number below means another day. Go back to the house each time. It is you that you are selling and seeing you over and over makes you two “friends.”
You will be going there a lot, so hopefully it’s close to your home.
1) Wearing your National Realty logo knock on the door, smile and introduce yourself as the area Real Estate specialist for the neighborhood and you were wondering if they would like to list their home with you? They will say no.
Then say no problem. If I find a buyer would you be open to paying a 3% commission? They will say yes. (No need for it in writing). Then say that’s great. Can I take a tour of your home? In your tour use your cell phone recorder app and make complimentary remarks about the house. “Wow, HUGE kitchen with granite, very nice” Also find conversation that is friendly. Look for similarities. Golf clubs, oh, you golf? I do too. Or you see a Caribbean island picture, “have you been there?” I love the beaches.”
He might have a flier with his contact info so get that and say goodbye.
2) A few days later, print out about 30 contract pages and say you are giving them to him in case he gets a buyer. (making the whole sales process look overwhelming.)
3) Go back over ( or call ) and say you forgot to ask; “will they be doing an Open House? They will say yes. “Would you like to borrow my Open House directional signs?” He will Wow! That would be great. Then explain it helps you for getting your name out in the community. I will drop them off, when is your Open?”
4) The next day drop by and say you forgot but here is a nice-looking sign in sheet for his visitors. ( It should have- name, phone, email and do you have an agent?) Tell the seller this way he has that info. If some are not going to buy his house for sure, can he give you those names? That way you might find a client. He will smile and say sure.
5) Drop the sign in sheet off the day before the Open and tell him your directionals are up.
6) After the Open House that night, call and ask how the Open House went? He will say “not great.” Schedule time to pick up signs and any names and numbers of visitors.
7) Next day pick up signs and Open House sign in sheet, but ask if he will list with you for 2.5%? Total of 5%. “My marketing will increase the number of buyers and I will have them competing for your home.”
8) After a few days drop in and ask if they would like you to make them a free brochure for visitors with pictures on it? He will say sure. Tell him you will come over and get new pictures tomorrow.
9) Next day take your cell phone camera and take 8 of the best shots.
10)Next day take the brochure you made over to him. And now suggest 2% for your Brokerage and 2.5% for the buyer Brokerage. Then you will put a full marketing system into place for a total of 4.5% commission, not your company’s policy of 6%. That way we can get your property Sold in the shortest time with the highest price.
11)Next week, continue with offering signs again for his next Open.
12)Keep visiting him until he lists with you, tells you to go away or dies.
Throughout the process, find the right time to keep asking for the listing.
Sometimes the first knock can get the listing, so don’t let this long strategy overwhelm you.
This has been another exciting “Training in a Minute” if you’re a fast reader.