What we're going to actually do today is we're going
To use a very simple presentation that will enable us
To overcome whatever objection comes our way, and no
Matter what objections that they give us, and the
Whole purpose of this coaching class is to be able
To teach agents how to be able to stand up
To fierce competition. But on top of that,
Be able to overcome any type of listing objection that
Comes our way by just once again learning one easy
Listing presentation. And this listing presentations actually, um
Called the seg presentation. And what we're gonna do
Is we're going to demonstrate that this morning, i'm
Gonna demonstrate this presentation and i'm going to call on
A role play partner. I was thinking, ed
are you with me there? yeah, good
Morning. I am with you. Good morning.
That's great. Yeah. So what I wanted to
Do it is I wanted to be able to come
To your door, your regular seller, um you're
Thinking of interviewing different agents of course, um and
You happen to call on me and I got an
Appointment with you to come on over to take a
Look at your house, and of course you want
A price on it. And the other thing is
Too, is you're quite commissioned conscious as well.
And so presentation, you're gonna ask me, uh
You know, what's your commission and so forth?
And uh so what i'm gonna do is i'm gonna
Demonstrate exactly what we do in this presentation and you
Can even throw an objection at me before we actually
Perhaps uh get into the actual presentation when i'm sitting
Down at the table or whatever. You can throw
Something at me. Okay. Whether you know how
Many homes have you sold the neighborhood or we're actually
Thinking of going with the team or what have you
you can just surprise me. Okay. And
What i'll do is i'll demonstrate how well this segue
Presentation actually works. Okay? so that's great.
Right, so i'm going to come to the door
Right now. Ed uh so ding dong. Hello
you bill? yeah. Yeah. Ed bil
Lafferty. Abc realty, thank you very much for
Having me in today. Sure, come on in
nice to meet you, pleased to meet you
Too. Yeah. Just to start off with um
Could you please give me a tour of your home
be sure to point out all the good features
Of your home, any new improvements, new upgrades
new appliances as well as if you've had any
Recent repairs done, that would be much appreciated.
And would that be okay? ed? yeah,
I I can do that. But just just so
We're on the same page. I'm not rigorous my
Home with you or anything today, i'm just kind
Of gathering some information. Oh, I can appreciate
That. Ed. Not a problem. We'll just
To begin with, if we could uh once again
Take a tour through your home and uh and if
We could perhaps start on the main floor first,
Do the second floor next and then do the basement
Last, would that be okay with you? ed
sure. That's fine. Okay, great.
Thank you. Okay, so zip, zip,
We're done the tour now. So ed, thank
You very much for the tour on your home.
Would you like some feedback? yeah, I would
what do you think of the house? great
would you mind if we sit at the kitchen
Table? no, it's fine. Okay, excellent
thank you. Yeah, so um yeah,
Just to, just to begin with, uh here
ed, um you have a very, very
Sellable, very marketable home and and it certainly shows
Well. But you know, no matter how well
Anyone's home ever shows, there's always gonna be some
Areas in which can be improved upon in order to
Have absolute maximum show ability. And so therefore i
Actually um work in conjunction with the staging consultant and
Of course the year, go ahead later on.
I'd like to discuss the details of that if that's
Okay with you? yeah, that's fine. Let
Me let me let me ask you a question.
I mean, what do you well, what is
Your what's your commission bill? well, you know
ed, that's a great question and i'm really
Glad you asked me that. In fact, that's
One of the reasons you're gonna benefit, working with
Me is that I actually allow my sellers to choose
Their own commission. And of course i'll go over
That with you right after we've discussed the price and
That way I can actually show you how we can
Use commission as a marketing tool than putting more money
In your pocket. Does that sound fair? yeah
that that sounds fair. Okay. Okay,
Great. So just to begin with that I just
Need to ask you a question. Do you want
To just get your home sold or do you want
To get your home sold for the absolute highest price
The market will bear? oh, i'm gonna get
It sold for the highest price possible bill. Of
Course. Right, right. But you know,
Ed the real estate experts actually say they say to
Get the best service and the absolute highest price possible
For a home. They say always always choose an
Agent based on two things. One is marketing strategy
And the other is highly effective and powerful negotiating skills
and so therefore at the most important question than
Any seller can ever ask is where can I find
An agent who has a superior marketing strategy along with
Powerful negotiating skills that will net me substantially more money
In my pocket. Get me a much much faster
Sale and actually has the results to prove it.
I think that's the most important question any seller can
Ever ask. Would you agree with that, ed
yeah. Yeah. I would I guess i
Would make sense. You see through my experience,
I understand the reasons why people do not buy as
Well as the reasons they do. I understand the
Problems involved in selling a home. And also through
My experience, i've actually learned the right solutions to
Those problems. And for that reason I follow a
Very specialized procedure in order to be able to sell
Homes for the absolute highest price the market will bear
and here's just a few examples i'd like to
Show you here. Now i've got many, many
Examples that I can show you. But let me
Show you say two or 3, is that okay
okay, great. You'll notice this property over
Here on the mountain vista circle. Not only did
We get it sold within a very short period of
Time, but notice how much we ended up selling
It for$11,000 over the list price. Yes.
Yes. So I guess what my question to you
Is that when you put your home up for sale
On the professional market, would that be the kind
Of result you'd like to have in your home?
Yes. Yes, I would. Okay, great
i've got lots to show you. But let
Me show you, say another one or two,
Is that okay? yeah. Okay, great.
Now here's another property that we sold over in hood
Mountain way and we managed to get it sold for
$16,000 over the list price. Now, once again
when you put your home up for sale in
The professional market, that would be the kind of
Result you'd like to have. Right ed. Yes
I would. Okay, great. Let me
Show you another one here. One more. This
One we've managed to get sold in three days and
Notice how much we sold it for$27,000 over the
List price. So once again, ed, these
Are the kind of results that you'd like to have
That. Right. Well, yeah, they are
but I mean bill really you really think you
Can do that for me? I mean the way
The market is. Absolutely. And i'll tell you
Why ed you see when something becomes a procedure,
It's no longer a problem. And the fact is
I wouldn't have these good results to show you here
Unless I follow a good procedure. Does that make
Sense? yeah, that does make sense. Right
so, I I really need to ask yet
what else would you need to hear from me
Right now to allow me to get started and get
You these exact same results? well, one thing
Is, I mean, what do you think the
House is worth in your opinion? okay, great
well, that's one of the reasons that you're
Gonna benefit. Working with me, ed, is
That I can actually help you to determine the right
Price to ask for your home. So it's neither
Too high nor too low. And that's because ed
I actually work from this comparative market analysis that contains
Three very important key parts. And you'll of course
Notice our very first key part. These are similar
Homes recently sold. You see when filled out this
Will actually tell us what people are willing to pay
For this kind of home in this area at this
Time. And then of course, we take a
Look at our second key part here at these are
Similar homes for sale. Now, once again,
When filled out, this is going to tell us
What homes will be competing against, since buyers most
Definitely will be comparing your home against these homes.
And then if we take a look at our third
Key part at these are expired listings or price reductions
Of similar homes unsold, say in the past 90-120
Days or even longer when filled out. These will
Actually illustrate the problems of overpricing. In fact,
What they'll actually really tell us here at is what
People are not willing to pay for this kind of
Home in this area at this time. Now,
Ed, do you see how this approach will actually
Help you in determining the right price to ask for
Your home? can you see that? well,
It makes sense to me, bill, but but
you know, i've had interviewed two other agents
Actually, actually, one was one sells a lot
Of homes in the neighborhood and the other one was
Was it was a team of agents and they sold
A lot of homes too. And uh, you
Know, they both came in and gave me a
Price of what they thought the house would sell.
Well why can't you do that? I mean then
You do your homework before you come out or what
well this is the whole thing. You know
Ed pricing a home is far too important to guess
That. And you know ed if you actually had
Say a professional residential appraiser here right now in my
Shoes and at this point say you asked that appraiser
What he thought your home was worth, what do
You think his reply would be? I guess they'd
Say you couldn't really tell me until he got back
Looked at all the figures in that put everything together
Exactly exactly. So when you really really think about
It, once again pricing a home is far too
Important to guess that. And so therefore if a
Professional residential appraiser can't give you a price off the
Top of his head, how can any realtor honestly
Tell you what your home is worth without first senior
Home just as I have and then moving forward and
Preparing an accurate comparative market analysis. Does that make
Sense? yeah. Well that makes sense. But
You know the one the ones neighborhood specialist, i
Mean she she did have information all filled out the
Other, the other team didn't, but this this
Gal did right. So she already had it filled
Out even before she saw you a yes sir and
She actually had a price. Yeah. Already determined
okay, can I ask you this? said
what would you think if you're gonna have your
Home professionally appraised? and you called up an appraiser
And you arranged for that appraiser to come on over
And take a look at your home in order to
Be able to complete an appraisal and say that appraiser
Showed up at your door, okay? never seen
Your property before. And he actually had the appraisal
Already completed with a price on it. What would
You think of that appraiser? I guess he i
Would think he's kind of ripping me off. He
Hadn't seen seen the features or any upgrades or anything
Of my own. Well, that's I wouldn't think
Much of it. Exactly. Exactly. And that's
Why ed, all I can say is if you
Do decide to list your home with me, you'll
Always be glad you did because I don't believe that
You're going to find anyone anywhere that will work harder
More professionally at, you know, pricing your home
and accurately, because, let's face it,
Uh you know, this is your home and you
Don't want to just get it sold. You want
To get it sold for the absolute highest price possible
right? I do. Okay, great.
Well, your invitation back, ed, i'd be
More than happy to get this comparative market analysis all
Filled out, bring it back in and go over
It with you. When can we actually do that
um well, how about later this evening,
Say maybe around 7 30? would that work for
Years that too late? no no 7 30 is
Uh is great. No absolutely no that'll work you
Know for sure. And uh now so i'll be
Back at 7 30 i'll have this all filled out
okay. But in the meantime what I was
Just going to mention there to you ed is we've
Discussed and outlined today. Do I sound competent?
Okay. Yes you do. Okay. And when
It comes to results does it not only prove that
I know how to get a home sold in a
Hurry but at the same time through the absolute highest
Price the market will bear. Yeah. Yeah i
Agree with you. I think you do. And
You didn't tell me that those are the kind of
Results you'd like to have in your home. Isn't
That right? absolutely. And do I look like
The kind of person will do what he says he'll
Do? yeah i'd like to think you would right
Now. I have to ask you this. Sad
Do you have any other appointments coming? well actually
I do I yeah I do I have one more
Appointment and and that actually that appointment's tomorrow afternoon.
Okay. Now in addition to say having this other
Appointment ed would there be any other reason you'd have
And hesitating to have me represent you to sell your
Home? no no no because once again all i
Can say it you decide to go move forward with
Me. You'll always be glad you did because once
Again, I don't believe that you're gonna find anyone
Anywhere that will work harder more professionally. Both negotiating
For you as well as getting you the absolute highest
Price possible for your home. And just like i
Mentioned there to you earlier, they read when selling
Becomes a procedure, it's no longer a problem.
And the fact is I wouldn't have those good results
To show you there unless I follow good procedure.
Does that make sense? that makes a lot of
Sense. Yeah. Great. And so if you've
Got any other appointment ed, please let me call
Him and let me cancel it for you. And
Here's why if you have that agent come out and
He doesn't get the listening, he's gonna feel that
You wasted his time. In fact, he's gonna
Be so ticked off and disappointed that even if he
Does happen to have a buyer for your home,
He's not gonna want to end up selling your home
whereas if I can call him up saving the
Time of trouble coming out? give him first hand
Information on your home. He can get started right
Away at trying to line up a buyer for your
Home. If he happens to have one, does
That make sense that you would do that for me
that's a very small job. Part of my
Job and represent you to sell your home. In
Fact to it all the time. You have this
Contact information there. Yes I do. Great.
Not a problem. I'll take care of it now
This is the other thing that everything I do is
Always aimed at getting my sellers the absolute highest price
Possible their home as quickly as possible. And just
To leave nothing to chance because in real estate timing
Is everything. And just so we don't miss out
On the right buyer for your home. What i
Suggest that we do at is we lift up your
Home right now at a price that you feel comfortable
With with the understanding that we can adjust the price
Up or down or leave it the way it is
Because after all it's your home you always get to
Choose the price. But what this is going to
Actually enable me to do at is to get the
Ball rolling. Start promoting your property to all the
Agents in my office is the coming soon listing.
Okay and this way we can start right away at
Trying to build up momentum on your home. Does
That make sense? yeah that makes that makes a
Lot of, yeah i'll go along with that.
Okay great. So what price would you feel comfortable
Putting on the listing for now? and once again
This price that we're actually going to be putting on
The price right now it's just on the listing right
Now is just a price between you and me.
Okay I do not publish this price amongst all the
Other agents until we actually confirm the price with the
C. M. A. Okay. And so
This is just a price between you and I.
Okay. What price would you feel comfortable with putting
On the listing for now? 6 75. Okay
great. Just need your initial there. Okay
yeah but what about your commission bill? you
Didn't you didn't go over that with me. Well
Actually i'm glad you mentioned that because that was my
Very next thing. Remember I mentioned to you earlier
There that you get to choose the commission. But
Let's hold off choosing the commission until after we've discussed
The price that way i'm gonna actually show you how
We can use commission as a marketing tool. Remember
I mentioned that to you? yeah I do i
Do. Okay. Great. Just out of role
Play right now everyone I just like to go over
This with everyone. Okay. Just so we understand
What we're really doing here. One of the techniques
That I used today a little earlier there in the
Presentation, we recall that ed asked me what my
Commission was. Okay. And what I did was
I used what we call a commission to furrow where
I said you know i'm really glad you asked that
You know that's a great question. Ed. You
Know but that's one of the reasons you're gonna benefit
Working with me is that I allow my sellers to
Choose their own commission. And of course i'll go
Over that with you right after we've discussed the price
And and and and once again you get to choose
The commission. And but let's hold off choosing the
Commission until after we discuss the price. That way
i'm gonna actually show you how we can use
Commission as a marketing tool will end up putting more
Money in your pocket. Does that sound fair?
And I said, yeah, that sounds fair.
So that way I was able to actually differ going
Over commission. Now, these are the reasons why
We want to use a commission deferral is first of
All, we never want to sell her to compare
Us to other agents because of our commission. That's
One another reason is we don't want the seller to
Shut us shut our presentation down and not hear us
Out because of our commission. That's another reason why
We want to use the deferral. And we also
Need to show our value as an agent first before
We even discuss commission. Okay. And also we
Never want to discuss commission until of course after the
Price. Now, once again, why do we
Use commission as a as a deferral? well,
We need to educate the seller, explaining exactly the
Commission's not the expense that a lot of people think
It is, but rather it's a marketing tool to
Attract agents with their buyers and actually create conditions for
The highest and best offers. Okay. And so
so what it really does is it just saves
The seller off? it differs discussing about commission until
We're actually ready for the commission. And once again
We never ever want a cellar to choose us based
On price or based on commission. Okay. Does
That all make sense so far? I did explain
That properly. Do you think that sounds good to
Me? okay, great. Excellent. Okay.
So now, so now going back into our role
Play here, see that uh ed. Okay.
Um about the commission. Now, first of all
just so you understand is your agent okay.
Bill lafferty at abc realty. Okay. Our fee
For service is 3%. Of course, that includes
All the expenses for promotion. Professional staging of your
Home as well as the professional photography, the drone
Video and so forth. Okay. As well as
Handling all the details from listing your home, getting
It under contract to the settlement table and sold.
Okay. But what side on today, as i
Mentioned earlier there is what commission you choose to offer
The buyer's agent. Okay. And basically you have
Three choices said you've got, you can offer say
A below average commission of say, uh, 2.5%
you can offer an average commissioner, say 3%
Or you can even offer an above average commission of
3.5%. It's totally up to you. Sure.
Well, let me ask you a question. What
What kind of market do you think we're in,
I mean, how fast do you think this home
Would sell? okay, well, things do most
Certainly do seem to be uh cooling off right now
okay. And there are more listings coming on
The market. Right? and so therefore what we
Really, how would you like to actually have a
Competitive advantage over all the other homes that are out
There? well, I would, yeah, as
You know, I need to get this something sold
right. Right, okay. Now, what
I'm going to do here just have a role play
Is i'm going to bring up our our flow chart
Here showing the different titles of the different techniques that
We use when it comes to commission. And once
Again, this is all interchangeable. Okay, you
Can use whatever techniques that you want and whatever order
Basically that you want to use them in. Okay
but this way you're totally equipped. Okay.
So once again, ed going back to this,
Can you ask me that question again? going back
Into the role play? I just asked you what
Type of market we're in. Okay. And the
Reason for that is if you i'm looking at your
Commissions and i'm just kind of thinking, well,
There's three of them to choose from. And if
We're in a pretty good market where things are moving
then, I mean I don't want to go
I really don't want to do below average.
But I would I would certainly lean into the average
At this point. Right. Exactly. But the
Point is that, you know with the market right
Now it is cooling down. More listings are coming
On the market right now. And so how would
You like to actually have a competitive advantage over and
Above all the other homes that are out there that
Are listed? well, I would but how would
You do that? okay, well one of the
Ways that we could actually do that is to offer
An above average commission. Now, this is the
Thing before you decide or on this. I just
Want to explain that first of all, commission is
Not the expense that most people think it is.
It's actually a marketing tool, the right commission.
Just like say a powerful magnet or an irresistible lure
Will attract the most agents the most showings and actually
Create the conditions for the highest and best offers.
And the thing to always understand, ed, okay
is this when it comes to commission, you
Always need to remember this is that you are merely
Offering commission. You're not paying it out. You
Only pay out commission if you receive an acceptable offer
netting you your acceptable bottom line, does that
Make sense? yes, it does. So i
Don't have. I don't well, obviously I don't
Pay anything and like you're saying, until I get
An offer, that's acceptable to me. Right.
Exactly. And the thing I always think about two
It is when it comes to the agents. I
Mean really where do you want your home to be
you wanna be on top of the list on
The bottom of the list or not even on the
List of homes that realtors shoulder buyers. Well i'd
Want it to be on top bill. Right.
Exactly. Precisely. Precisely. So once again it's
Your choice. Okay. You want to offer an
Average or above average commission. Well considering I gotta
Be out of here, i'd like to be out
Of here 45 days i'd hoped for but no later
Than 60 I I think I should go with the
3.5% offer bonus. And I guess that's what it's
Called. Right. Great. Excellent ed that's a
Very very good decision. Okay I just need your
Initial beside there. So we're gonna so so we're
Gonna so just so you understand here okay we're going
To add their your commission there that you're offering the
Buyer's agent which is an above average commission of 3.5%
and we're gonna tack that onto our fee for
Service here. So that brings us uh up to
6.5%. Just need the initial there. Okay.
No problem. Thank you. Thank you. Okay
And and and we're 675 on the price for now
exactly and i'm gonna see you tonight at seven
O'clock and we'll go over that cm a. Together
okay. And you will cancel that appointment.
Absolutely. I'm bill lafferty ultimate listing coach dot com
if you'd like to have more listing training and
Learn a powerful listing presentation that you can use that
Will in fact not only help you to overcome more
Objections, get more listings and more sales feel free
To come on our thursday. Free listing training starts
At 12 noon eastern. Thank you very much.
Hope to see you there.