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SCRIPTS FOR SUCCESS

How to Practice

One of the best ways to practice is to find a practice partner(s). I suggest practicing face-to-face
and over the phone with your Mentor. When putting your scripts to use, you will communicate
with people over the phone and face-to-face, so it is a good idea to practice both.
When you practice, choose a script, eliminate all other chitchat, and get to work. Make the
practice sessions realistic.
Another way to practice is to read the scripts out loud over and over again by yourself. Read
them faster and faster, so that when you slow down, they will sound smooth and clear. Some
will do well transcribing scripts, writing them out by hand, or even typing them.
If you learn better by listening, record them in your own voice and play them back over and
over again.
A few fun and efficient ways of practicing:
1) Practice with your kids.

2) Practice with your team/Mentor each morning to fire everyone up.

3) Make a deal with your team/Mentor to hit each other with objections throughout the day to
keep sharp.

4) Carry the scripts with you for easy reference, so you can grab extra practice time when you
find yourself waiting at the dentist, doctor’s office, etc.

5) Record yourself reading the scripts on your smartphone, and then listen to them every time
you’re in the car.

6) Have the scripts blown up and posted in your home office space.

7) Say affirmations before your calls and in between conversations. “Prospecting equals
freedom”, “This is my next appointment”, “They really need my help”, etc.

In summary, determine what works best for you and do it daily!

Scripts inspired by EXCELLEUM Coaching & Consulting. 2

For more information, please visit www.excelleum.com
TABLE OF CONTENTS

THE LISTING SIDE ..........................................................................................................4

Questions to Ask ..........................................................................................................5
Setting Up Prequalification.........................................................................................6
Preparing Pre-Listing Package ...................................................................................7
Objections at the Pre-Listing Appointment .......................................................... 10
Reductions ................................................................................................................. 14
FSBO .......................................................................................................................... 18
THE BUYER SIDE .......................................................................................................... 25
Objections ................................................................................................................. 26
Speaking to Renters ................................................................................................. 31
REFERRALS ................................................................................................................... 32
For Your “A’s” ............................................................................................................ 33
Asking for Referrals in Social Situations ................................................................. 34
Asking Buyers for Referrals (at first appointment) ................................................ 36
Asking Sellers for Referrals ...................................................................................... 37
Asking Vendors for Referrals ................................................................................... 38
COLD CALLS ................................................................................................................ 39
Cold Calls................................................................................................................... 39
Cold Call Objections ................................................................................................ 41

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Listing side

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 Questions to ask

Setting A Listing Appointment and Prequalification

1) Why are they selling?

2) When do they want to put their home on the market?

3) When do they want to be moved?

4) Any special needs or concerns?

5) What they are looking for in the agent they choose?

6) Are there any loans/liens against the property?

7) What do they hope to list their home for?

8) Are they interviewing other agents?

9) Who are they interviewing?

10) When are the other interviews?

11) Is it possible to be the last one interviewed?

12) Does the property have any upgrades or improvement/special features?

13) Are there any repairs or issues with the property?

**Please note that most of these questions would be asked after establishing Agency and/or
during Listing Presentation**

Be sure to get a general description of the property!

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 Set Up Prequalification

“Mr. Seller, my goal is to be extremely prepared for our meeting and to bring
exactly what you need from me. To do this, I just need to ask you a few quick
questions; may I do that now?”

If they say they don’t have time, then set a time to call them later. If they don’t want
to answer a particular question, you can always move on and then come back to it.
Usually, the more they talk to you, the more they will open up, and you might be
able to get the answer later on in the conversation. Whatever you do, don’t get
into a confrontation over a question they don’t want to answer. Move on!

“Mr. Seller, I look forward to meeting with you. When we list your home, I will need
to have a key in lockbox for showings. Could you please have one ready for me? If
you have time, would you also be willing to write down a short list of a few special
features you especially enjoy about the home, and that you would like me to
showcase in the marketing?”

If they say they aren’t interested in listing with you

“Mr. Seller, I understand, and yet you probably will; most sellers do once they
understand everything that I can do for them.”

Be sure to use assumptive language—it’s not if they list it but when they list it.
Speak on the phone and at the appointment as if they have already chosen you.
People tend to go with the flow; make it easy for them to move forward

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 Preparing For the Pre-Listing Package

“Mrs. Seller, to ensure that our appointment is efficient, I will prepare for you a
packet of information that will help you to get to know me and what I will do to sell
your home. It will include a CMA (what your neighbors have been selling for).
Then, when I arrive and tour your home, together we will decide what we feel is
the maximum price the home will sell for.”

“I will include some references in case you would like to check them out before I
arrive. I will also include a blank copy of the listing agreement, so that you have a
chance to review it before we sign it when I come over on ______.”

“It is only a few pages, and it will give you a lot of valuable information. Will you
take a few minutes to review it before we get together? If, after reviewing it, you
have any additional questions or need any other data, feel free to call me.”

“Do you prefer that we email it or would you rather we deliver a hard copy?”

“Terrific, we will get that on the way to you today. I very much appreciate the
opportunity to work with you and I will see you on ______ at ______.”

Be the Last One Interviewed (in multiple interviews)

“Mrs. Seller, I have a business practice. I meet with customers when they are ready
to make a decision, so with your permission I would like to be the last one you
interview. Also, my clients have told me that they were so glad that they met with
me last because I was able to help them compare and make sense of what had
been presented. What would be the best day and time for us to meet that would
allow you to complete the other interviews?”

“Excellent, I will see you then. Mrs. Seller, I will invest a lot of time to prepare for
our meeting. I will be so well prepared that our meeting will only take a few
minutes. All I ask is for your commitment that you will not sign with anyone until we
have had a chance to meet. May I have your commitment?”

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 THE LISTING SCRIPT/AT THE TABLE

“Mr. and Mrs. Seller, I have with me the notes I took from our conversation the
other day. I wrote down just a few more questions for you. If it is okay with you, can
we start with those?”

Present Your Marketing Plan

“Mr. and Mrs. Seller, did you have a chance to review the package that I sent to
you? Do you have any questions about the marketing plan included in that
package? If you don’t mind, let’s review it quickly together to be sure you are
100% satisfied with the plan.”

“Is there anything else that you were hoping would be done to sell the home that I
haven’t covered?”

“Perfect, then let’s move on to review the CMA and determine the price that we
should list the property for tonight.”

REVIEWING THE CMA

“Mr. and Mrs. Seller, did you have a chance to review the CMA that I sent to you?
Do you have any questions? “

“Tell me, are you familiar with the other homes that are listed for sale in the
neighborhood?”

“How do you feel your home compares to them?”

“Let’s review the CMA one more time together.”

Take them through it, but don’t drag it out unless they are analytical. If they are
analytical, they will naturally want to discuss it in more depth. Once you have
finished your review:

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“Mr. and Mrs. Seller, now that you have reviewed the facts and the data, tell me,
what price do you feel we should list the home for today?”

If you are in agreement on the price, then write it on the contract and sign them
up. If you are not in agreement, continue on.

“Tell me, how did you arrive at that number?”

“If you were the buyer and you saw this data, how do you think you would feel
about that price?”

“What will you do if the property cannot be sold at this price?”

“How long are you prepared to wait to test the market?”

“Did you know that all buyers and agents can see exactly how many days a home
has been on the market, and that the longer it has been on the market, the lower
the offers usually are?”

“Now that you realize that, I am sure you will understand why our best chance of
selling your home at the highest price will be in the first 30 days.”

“Our goal is that your property will be the clear choice in the mind of the buyers.
To do that, we need to combine my aggressive marketing plan with a price that is
accurate and will position your property to sell.”

“The price I recommend is X. Will you allow me to list the property for that price?”

If they say no, and they still want more money, you need to determine if you still
want to take it. If you do, then you will want to build in your first price reduction

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 OBJECTIONS AT THE LISTING APPOINTMENT

1) Will you reduce your commission?”

“I’m curious, why do you ask?”

“If I were you, I would ask the same question.”

“When you think about it, I am sure you will realize that the commission is
really a powerful marketing tool. What I mean by this is when you offer a
reasonable rate of commission, it incentivizes my team to work overtime to
market your home and it causes the buyer agents to put your property at
the top of the list. And that’s exactly why we need to list at 6% (or higher).”

“No, I won’t pay that.”

“I wonder if you have also realized that until I bring you an offer that you
are happy with and are willing to accept, and it closes, you aren’t paying
anyone anything, right?”

“You are the person who decides whether to accept the offer or not, so
you actually aren’t writing anyone a check today. You are still totally in
control. All you’re really doing is dangling a marketing carrot.”

“There is a saying in real estate: greater exposure equals greater demand,

and greater demand equals a higher price.”

“Because the commission can impact the exposure and price, I am sure
you will want to do the right thing and list it for 6%. It’s the right thing to
do.”

2) “I want to ask for a higher price.”

“You want a higher price; I do understand that and most sellers feel just
like you do.”

“And then, just like now, when they see what the market will bear, they
realize that they have to price it correctly if they want it sold.”

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 “I know it’s hard to find out it’s worth less than you hoped for, and because
you want it sold and want to move, I know you will see that we need to do
the right thing and price it as recommended.”

“No, I don’t want to go that low.”

“I understand that you don’t, and if you think about it, I am positive that
there was a time when you were faced with a tough decision just like this
one and yet, once you made it, you were so glad that you did. This time is
just like that time—let’s do the right thing now and list the home at a price
that will cause it to sell.”

3) “I can list high and drop it later, can’t I?”

“That’s a great question, and if I were you, I would be asking the same
thing. Unfortunately, as the days on market increase, the interest and
showings decrease. Now that you know that, I am certain you will want to
price it correctly so that we can maximize our impact on the market.”

“The best chance we have to net you the most money is to price it right
today.”

4) “I want a shorter listing.”

“Why is that important to you?”

“Mr. Seller, when we list the property, I’d like to have you under contract
long enough to do what we need to do to sell the home for the highest
price possible, and the time to close the transaction while you are still
under contract with our company.”

“Also, we are partners in the process. I am making a substantial investment

of time and money and you control the offers you take or don’t take. I need
to be sure that I have enough time to get you what you need and to get
the property sold and closed to get what I need.”

“But what if you don’t do a good job? I had a bad experience the last
time.”

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 “I am sorry you had a bad experience, and if I were you, I would also be
concerned about hiring the right agent this time.”

“Mr. Seller, I guarantee that if I do not provide the service that I have
promised then you have the option to cancel the listing at the end of the
listing period..”

5) “I have work to do before I put it on the market.”

“That’s just fine, because I have work to do too. Let’s do this, we can sign
the listing today and hold off on showings until you are ready. This will
allow my team and I to have a little extra time to prepare the marketing.
Then when you are ready, just call me and we can hit the market!”

6) “How many homes have you sold in my area? I haven’t seen any of your signs.”
“You are right, I have not sold many in your area and that’s exactly why you
should list with me tonight. You see, I am so excited about branching out
to a new area that I am going to work overtime to make a strong
impression on you and the neighbors. Also, my company has sold many
properties in your area, and I have sold many buyers homes in the
neighborhood. When you think about it, I am sure you will clearly see that
it’s not who has the signs; it’s who has the buyers that really matters.”

7) “The other agent told me I could get more.”

“Really? That’s interesting. I’m curious, why do you feel they would tell you
a price that cannot be supported by any data?”

“Mr. Seller, I respect you enough to always tell you the truth. The truth is
that the data supports this listing price.”

8) “I don’t want to list until I find one to buy.”

“You want to buy first; I completely understand why you would feel that
way.”

“May I ask, will you be able to close on another home without the funds
from this one?”

“No.”

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“Mr. and Mrs. Seller, I am sure that you realize that for us to have maximum
negotiating power we need to be able to prove to a seller that we are
willing and able to close.”

“What if we do this, let’s go ahead and list the home today, and I will take
you out tomorrow and show you some homes so that you can see some
examples of what would be available, and then when you feel more
comfortable, we will go ahead and put the home on the market.”

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 OBTAINING YOUR FIRST REDUCTION

“Mr. and Mrs. Seller, you have my commitment that I will do everything in my
power to sell your property at the price we have listed it for.”

“You see, if I do, we all win. You get more money; I get more money. You’re
happy, and you will use me again and will likely refer customers to me. So, you
see, I have everything to gain by doing all I can to get you what you want.”

“I am sure you understand that the real estate market is unpredictable. So, while
I cannot guarantee that it will sell for this price, I can guarantee that I will do the
activities that I have outlined and will call you often with feedback and
recommendations.”

“In two to three weeks, we will know where we stand based on the activity and
response, or lack thereof.”

“Now that you and I are business partners, and while we are here together and
have all of this information in front of us, let’s discuss what our next strategy
would be in the event that the market does not accept our price. If that were to
happen, would you be willing to reduce the price to ____?”

“Mr. and Mrs. Seller, I am certain you know that most likely our buyer will need to
obtain financing. In order to do that, the bank will send out an appraiser who will
be reviewing this same data. If the property cannot appraise, then the buyer
cannot obtain their financing. This is another reason I am recommending that we
list the home for the price of ____ today.”

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 PRICE REDUCTION OBJECTIONS

1) “I don’t want to reduce the price; we haven’t had enough showings.”

“Mrs. Seller, if I were you, I would feel exactly like you do. That is exactly
why I wanted to share with you that we have had over X number of people
view your property on the website, so really, when you think about it, they
are online previews.”

“So, we have had over X people view the home in person and online and
no one was interested in buying it, and that’s exactly why we need to
adjust the price today. I simply need your permission to make the change;
will you give me your permission to do that now?”

2) “You haven’t shown the property.” (In times when there are no buyer prospects)
“You are right; I have been working very hard and prospecting for buyers
every day, and yet I haven’t found anyone willing to pay the price you are
asking. Again, that’s why I am calling—we need to adjust the price today,
and I recommend we adjust it to X.”

3) “Why don’t you just do more marketing or have more open houses?”
“I can appreciate why you would bring this up, and yet I assure you, we
have completed all of the marketing activities that we committed to do,
and at this point we have massive exposure and still no one is interested.
So, it’s really about the price.”

4) “We have a lot of upgrades; our home is special.”

“You are right, your home is special, and that’s fortunate because if it
wasn’t, we would not have had any interest at this price. Luckily, people are
interested; they just aren’t willing to pay the price you are asking. You see,
many of your upgrades are unique and may not fit their needs or their
taste.”

“I am sure you can understand that buyers today are not willing to pay over
market value for upgrades—it’s just not that type of market and economy.”
“If we want to sell the home, we need to reduce it today by X. Will you give
me your permission to process the change today?”

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 LISTING PROCESS OBJECTIONS

1) “Will you take less commission if you sell it yourself?”

“Mr. Seller, when you think that through, I am certain you will understand
that, by reducing my fee, you are really reducing my incentive to bring you
my best buyers. In fact, I work with such high quality buyers that some of
my clients even offer me a bonus if I sell it myself.”

“Remember, you don’t write me a check today, so why not give me every
reason to show your home to my best buyers? And then, when we have
offers on the table, we can take a look at this again if the offers do not net
you what you are looking for.”

NOTE: If you have to deal with it, you are better off putting it off until there is a
contract. Sometimes, once you get past this moment, they never bring it up
again.

2) “Will you cut the commission if I also buy from you?”

“Mr. Seller, I can promise you that I will fight to get the highest price for
your home and then work aggressively on your behalf when I negotiate
your purchase. When you think about it, just the fact that I am willing to
stand firm on the commission shows you how strong I will be when
negotiating for you.”

“I will protect your money as aggressively as I protect my own.”

3) “I need to interview others.”

“You want to interview others?”

“Interesting; tell me, what specifically are you thinking they might be able
to offer you that I don’t?”

“When you thought about listing your home, if you are like most sellers
you were probably looking for a powerful agent with a strong track record
and an extensive marketing campaign. Mr. Seller, I wonder if you have
realized that I am that agent!”

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“So, when you think about it, there really isn’t a need to waste time
meeting with others when we can simply sign the listing and get the home
on the market today.”

“I am already committed; I already set the appointments.”

“I can appreciate that you are looking to honor your commitments, and yet
if I could share this with you: from a real estate perspective, we seldom
have time to even go home and have dinner with our families, so since it’s
likely that you will choose me is it really fair to waste their time?”

“Here’s a thought: I am sure they are decent agents and it would be terrific
to have them on our team, so why don’t I call them and tell them you have
listed with me, and that we would be happy to offer them the opportunity
to show the home first, and we will give them half of the commission. This
way they aren’t angry, we have the best of everything, and we are all
working for you!”

“All I need is your signature right here and I will give them a call.”

“No.”

“Mr. and Mrs. Seller, let’s at least do this: let’s set a time after your last
appointment to meet again for just 10 minutes or so and then I can answer
any final questions and help summarize the information.”

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 FOR SALE BY OWNERS (FSBO)

“Hi, I am calling about the house for sale; is it still available?”

“Great.”

“My name is _________ from _________, and I work in the area. I was wondering,
what are your plans for the property if you are unable to sell it on your own?”

“Will you be interviewing agents?”

“How long will you try it on your own before you would consider listing?”

“Are you cooperating with agents now if they have a potential buyer for the
property?”

“Yes”

“Obviously you are open to working with agents, and because of this, wouldn’t it
make sense to meet with a local professional like myself to explore what I could do
for you?”

“Not yet. I want to try it on my own to save money.”

“If I were you, I would feel exactly like you do. Tell me, where are you hoping to
move to?’

“What is your timeframe for making the move?”

“When you think about the fact that you are looking to sell the home for top price
and net the most money, it does make sense for us to at least meet, doesn’t it?”

“I will be in the area this afternoon; may I stop by, see the property, and spend just
10 minutes with you?”

If they say yes, you want to set the stage to have a chance to sit down with them.

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 “Terrific, I will look forward to seeing you then. And as a way of thanking you for
meeting with me, I will bring you an updated market evaluation and a copy of
my marketing program, what I do to get homes sold. If you have just a few extra
minutes, I will quickly walk you through both.”

If they say, “I don’t need your marketing plan; I am not listing.”

“I know, that is what you said, and yet wouldn’t it be helpful to have ideas from a
professional? Who knows? You might find something you can use now as you
work to sell the home on your own.”
“Also, wouldn’t it be nice to have a plan B, just in case you cannot sell it? Then
you will know who to call.”
“I will see you this afternoon.”

FSBO FOLLOW UP

“Hi, it’s _________ from _________. Remember me?”

“Great! I was just calling to find out if you sold the property?”

“No!”

“Really? Well then, it’s a good thing I called. I am going to be in the area today;
why don’t I stop by and list it for you, and then you can take next weekend off?”

Or

“Hi, it’s _________ from _________. I was just following up with you again; did you
sell the property yet?”

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“Oh, that’s too bad. You see, since we last met, I have sold X homes and I would
love to have yours be next. Why don’t we get together today and talk about it? I
can stop by at 4:00; will that work for you?”

Or

“Hi, it’s _________ from _________. I was just checking in to see if you are ready to
list the home. I know that my aggressive marketing plan will be exactly what you
need to get it sold. Let’s do this: let’s get together and talk about it. What would
work best for you?

FSBO OBJECTIONS

1) “I have sold others before. I can do it on my own; I don’t need you.”

“You have sold others, terrific! It’s a pleasure to talk to someone who
actually knows what they are doing!”
“It sounds like a very nice property; I imagine you can find a buyer.”
“Mr. Seller, here is a thought: if you can find a buyer with the limited
exposure you are able to provide, can you imagine how many buyers I
could deliver with my professional and aggressive marketing campaign?”
“I will be in the area today. May I stop by and see the home, and take 10
minutes to show you what I can do for you? What time would work best for
you?”
“May I ask, if you were unable to sell the house on your own, when would
you be thinking of listing it?”
“Not for a while or not at all.”
“One more quick question: are you cooperating with agents if they have
buyers for the home?”
Usually they say, “Yes, do you have a buyer?” or “yes, and I will only pay X.”
“You know, Mrs. Seller, I have many buyers that I am working with. I am not
sure if I have one just right for your home; may I come and take a look?”
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 “Excellent, I look forward to meeting you. You know, since I will be
stopping by anyway, why don’t I do a couple of things for you? I will run a
quick updated market evaluation and bring that in for you, and if you have
just five extra minutes, I can review all of the things that I can do to sell your
home for the most money possible.”
“But I am not listing.”
“I know, that is what you said; however, when you see what I can do for
you, I believe you may want to change your mind. And even if you don’t, I
know I can leave you with some good ideas that may help you sell the
home yourself. If something that I share with you works then maybe you
will send me a referral, so we really have nothing to lose, do we?”
“Great! Let’s meet this afternoon.”

2) “I had a bad experience with a realtor last time.”

“Wow, a bad experience. That’s too bad!”
“I can understand why you would be hesitant to try again.”
“I am sure you realize that, in any industry, there are top notch
professionals and there are those that aren’t so good. I am one of the
good ones, and when you meet with me, I am confident that you will
realize just how different I am.”
“Why don’t I stop by and spend just a few minutes with you? If nothing
else, at least I can be helpful and show you that we aren’t all bad.”

3) “I have a lot of interest already”

“A lot of interest, that’s great!”
“I’m curious: is the interest primarily from buyers or other agents inquiring
about the home?”
“Both, good for you! How many showings have you had?”
“Really, only that many? How many offers?
“None? Oh, that’s not good, is it?”

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 “It sounds like it’s a good thing that I called. You see, I specialize in working
with For Sale By Owners, and I know that I can be of help.”
“Let’s set an appointment so I can show you exactly what I can do to sell
your home for top price in the shortest amount of time possible, with the
least amount of stress.”
“I can be there in an hour; will that work for you or do you prefer later in
the afternoon?”
4) “I don’t want to pay a commission.”
“I see. You are trying to avoid paying a commission.”
“Other For Sale By Owners have also said that before they realized that,
with the massive exposure that I can provide that often sparks multiple
bids, I really end up paying for myself.”
“After you meet with me, you will be totally convinced that it makes sense
to hire a professional.”

5) “I am a salesperson. I sell X (cars, etc.).

“You’re a salesperson, terrific! What do you sell? Really? How’s business?”
“I wonder, since you are an expert in your field, if you have thought about
how it would make sense to hire someone who is an expert in selling
property?”
“I can handle it myself.”
“You know, Mr. Seller, it sounds like you have a good property and you are
a smart person, so I would imagine you may be able to find a buyer. I also
wonder if you have thought about this: if you can find a buyer, how many
more buyers would a professional like myself be able to bring you?”
“You know, many of my properties receive multiple bids, and by the time
the negotiating is done, they end up with more than they ever thought
possible.”
“I have a saying: maximum exposure equals a greater demand, and a
greater demand nets you a higher price.”

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 “Let’s do this: let’s get together, and I will prove to you all the ways that I
can increase the exposure for your home.”
“If nothing else, you will pick up some great ideas and I will get to see the
home.”

6) “I used to sell real estate.”

“You used to sell real estate! Awesome! Where did you work?”
“Interesting; how long ago was that?”
“I can understand why you thought you would try it on your own.”
“You might find yourself wondering, though, if it would make sense to just
go ahead and turn it over to an active agent who specializes in your area
and has an aggressive plan.”
“I would really enjoy meeting you, and I know that you will gain a lot of
valuable information from the meeting. Let’s get together today, and I will
show you what I can do for you that is different.”
“What time can I stop by today?”

7) “I am going to try it on my own for X.”

“I can appreciate that. It sounds like you must have a little time.”
“May I ask, where are you moving to?”
“When would you like to be there?”
“How long will you try it on your own before you considering listing it?”
“When will you begin to interview agents?”
“You know, here’s an idea: I would like to see your home, and you may
eventually need to hire an agent, so we should meet so that I can see your
home and show you what I do that causes my listings to sell for more
money and in less time than the average agent. I can be there in the next
two hours; will you be home?”

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“Yes, but I don’t want to list.”
“Sometimes clients say that, and sometimes they end up listing and sometimes they
don’t. Either way I would like to see the property.”
“How about today at 4:00?”

GREAT FBSO QUESTIONS

• Will you be interviewing agents soon?

• How long have you been on the market?

• Do you have an offer pending?

• Have you had a lot of activity?

• What are some of the things you have been doing to market the property?

• I'm curious, which of those activities are bringing you the best results?

• How long do you think will you try it on your own before listing it?

• How would you select the agent you would hire to list it?

• Would you be open to a 2nd opinion?

• I'm curious, what was the main reason you decided to try it on your own?

• Are you cooperating with agents if they have a buyer?

• May I keep you on my active inventory list?

• Do you have any specific terms/time frame/price that you are looking to accomplish?

• Would you consider listing the property if you knew for a fact that I could provide the
exposure you need to net top dollar?

• May I come by to see the home and to show you what I can do for you?

• Wouldn't it be nice to have a backup plan just in case you find that you need it?

• May I at least preview it so that I will know if it's a good fit or not for buyers I may have, or
may meet in the future?

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BUYER SIDE

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 BUYER OBJECTIONS

1) “I want to work with several agents to get the best deal.”

“Mr. Customer, if I were you, I would feel just like you do.”

“I am sure that seems like a good strategy, and yet let me share with you
an “inside-the industry” look at how it really works. You see, to give my
clients the time and attention that they truly need, I only work with a few
buyers at a time. Most real estate agents will take on as many as they can
get, and then they only give their real attention to the buyers that are
committed to work with them exclusively. Then they just throw the picked-
over leftover properties to the rest.”

“As you think about this, I am sure you can see why it makes sense to work
with a truly professional agent like myself and have your own
representation with someone who is 100% focused on you. And the good
news is that you don’t even pay for the great services that I provide; the
seller pays the commission when you find the home you love.”

“You don’t have to decide on the phone. Let’s do this: why don’t you come
in and sit down with me, and I will show you the services I provide and all
of the ways I will help you beat the crowds to some of the best properties
in town, and then you can decide.”

“Can you come in this afternoon?”

2) “If I buy from you (the listing agent) will you kick back commission to me?”
“No, I won’t do that. What I will do, though, is do my very best to get the
home for you. You can imagine that my sellers will be very comfortable
with what I recommend because they trust me, so if you are willing to write
a reasonable offer, then your best chance is with me.”

3) “I want a great deal.”

“You want a great deal; can you tell me, what, to you, is a great deal?”

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 “Is the priority to get something that is just a low price, or are you more
interested in finding the home that best suits your needs?”

“If the home is exactly what you want, what is the most you would be
willing to pay for it?”

“Do you know what’s happening in the market today? Most properties are
being sold over asking price with multiple bids.”

“If we write low offers, you will lose the property you love.”

“Let’s do the right thing and write the offer at a price that will cause the
home to sell.”

4) “I want to see more homes.”

“Do you want to see more homes because you don’t like this one or
because you just want to be certain?”

“When you think this through, I know you will realize that this home has
everything we have been looking for and it’s in the price range that you
can afford.”

“It is a great home; let’s buy it!”

Or

“Why don’t we do this, let’s start the negotiations and then when we get
the sellers response you will have something concrete to think about.”

“No, we still want to think about it.”

NOTE: Give them a few minutes let them talk it over. Sometimes that’s all they
need.
“Mr. Buyer, I have a couple of calls to return; why don’t I do that and give
you a minute to talk, and then I will come back in and answer your
questions before you go.”

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 “Now that you have had a few minutes to think about it, let’s get the ball
rolling so I can get to work getting the home for you.”

“What’s the most you are willing to pay to be sure another buyer doesn’t
get your home?”

(Once they give you a number, ask…)

“If we offer that price and we get a counter offer, will you go higher to
avoid losing it?”

“How much higher will you go?”

“Shouldn’t we just offer that now and put our best foot forward? Then, if
you lose it, you will know you did all you could do.”

5) “I want to wait until X”

“What is important to you about waiting until then?”

(Is this a condition or objection?)

NOTE: Based on the time of year and the current conditions of your market, you
will need to find the reasons that are logical and practical for why they should
buy now.

6) “I need to show it to my ________”

“Tell me, are they going to be involved in the purchase?”

“No, I just need their advice.”

“I completely understand that this is a big decision and I know you are
nervous. But, when you think about it, they really can’t make the decision
for you, can they?”

“Ultimately, you will be the one living in the home, and really no one’s
opinion matters but your own.”

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 “I find that friends and family members often feel very uncomfortable when
put in the position of having to give this kind of advice; do we really want
to put them in this position?”

“I wonder if you recognize just how educated you have become thus far in
this process. Do you think they will know more than you?

“Personally, I think it really is okay to go ahead and move forward; let’s buy
it!”

7) “Maybe if I wait there will be more for sale.”

“That’s possible, and yet we really don’t know for sure that there will be
other properties that you like as much as this one, do we?”

“It would be a shame to lose it only to find nothing better came along,
wouldn’t it?”

“Also, I am sure you have thought of this; with low inventory and homes
selling so quickly, any future properties will most likely be much more
expensive, won’t they?”

“Let’s start the negotiations today!”

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 SPEAKING TO A RENTER

“Hello, I understand you are currently renting; is that correct?”

“Tell me, were you aware that, with today’s low/high rates, you can buy a home
for not much more, and in some cases even less, than you pay for rent?”

“Has anyone ever shared with you a breakdown of the true cost of home
ownership?”

“You see, while interest rates are low, we don’t know how long they will stay that
way. Also, prices have begun to move up, so if you aren’t careful, you could be
priced out of the market.”

“Have you been out looking at any homes?”

“If you were certain that it is possible to buy a great home at a reasonable price,
would you be interested in purchasing now?”

If yes, continue. If their answer is no, then stop here and dig in deeper with
questions to determine why not. Is it a condition or just an objection? Once you
know, you can determine whether it’s worth continuing on or not.

“Do you have any interest in buying the one you are living in, if it were for sale?”

“When would you like to be moved into your own home?”

“How much of your savings would you like to invest?”

“Do you have any credit issues or concerns you might need help with?”

“Can I schedule a call for you with a lender who specializes in helping renters
buy?”

“Excellent, let’s set a time to meet next week once that is completed.”

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“Also, I would like to send you a home buyer package to help you get to know
me and the services I offer, along with some important home buying
information. Would you prefer I mail or email that to you?”

“If I need to reach you, what is the best way to contact you, and the best time of
day?”

“Do you have any questions or concerns that I can help you with at this time?”

“Terrific! I will have the lender contact you today, and I look forward to seeing
you next week.”

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REFERALLS
Referral

32
 FOR YOU’RE “A’S” (likely to refer to you)

“Hello ________, how are you? Great, I hope all is going well for you. You know I
was thinking of you and I just wanted to call and say hello. I also wanted to thank
you for your loyalty and support and tell you just how much I appreciate it. If
there is ever any way, I can be helpful to you in your business, please let me
know.”

“You know what I was thinking? You know a lot of people, and I was wondering if
you might be able to help me with something?”

“Would you be willing to work with me this year to see if you could help me find
three great customers to work with? It would be really helpful.”

“Thank you so much! I was wondering, can you think of one today, someone I
should reach out to who might need to buy or sell or maybe just has some
questions for me?”

“Maybe someone at work or church, friends or family?”

“Thank you for thinking about it.”

“I will talk to you soon and please call me if there is anything at all you need!”

LEAD FOLLOW UP

"Hello ________, this is ________ from ________. I just wanted to follow up to see
if you are still planning to sell your home?"

"I have some time at the end of this week; would you like to get together to talk
more about it?"

“Not now.”

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"When will you be ready?"

"What's important to you about that time frame?"

"If you thought you could net more money by selling the house sooner, would
you be willing to consider it?"

"Will you definitely put the home on the market in the ________?"

"If I stay in touch with you, would you be willing to meet with me when the time
comes?"

ASKING FOR REFERRALS IN SOCIAL SITUATIONS

IF YOU KNOW THEM ALREADY: ask how their business is doing. Most people,
to be polite, will turn around and ask you about your business. When they do,
say this…

“I am doing well, thank you for asking. And yet it is a challenging market, and I
always appreciate any referrals you might be able to send my way. Tell me, who
do you know today who might need my help?”

Or

“You know, business is great, and yet I always have time for another terrific
customer. You know a lot of people; can you think of one person today I should
be talking to?”

Or

“It’s great, thank you, and the way I love to build my business is by working with
the people I know and their friends and family. It’s what I enjoy most; do you
know anyone today who needs to buy or sell some real estate that might need
to talk with me?”

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IF YOU HAVE JUST MET THEM: after the introduction and brief chitchat, ask
them what they do for a living. After asking a few more question about them and
what they do, they will naturally ask you what you do. Once you tell them you are
in Rea Estate, they will ask you about the market.

“I’m doing pretty fine in this market; interest rates are low/high, good homes
are selling, and, in fact, we don’t have enough homes to sell to all of the buyers
we have waiting.”

“Tell me, do you know of anyone who might need to sell or buy that I should talk
to?”

“How about you? Do you have any real estate plans in your near future that I
might be able to help you with?”

Another way to open the topic, if you prefer, is to ask them where they live.

“I’m curious, where do you live? That’s a great area; how do you like it there?”

“You may be wondering why I am asking; you see, I sell real estate and I’m
always curious to know what people think about their area.”

“How long have you lived there?”

Now you’re off and running; they will certainly have questions for you!

When you are wrapping up one of these conversations, your goal should always
be to add them to your database in order to build your sphere of influence and
referral network.

“You know, our team sends out some terrific bulletins and updates to our
friends, family, and past clients to keep them informed on the market. I would be
happy to include you in that information loop, free of charge or obligation of
course—just great information. What is your email address? And your phone
number?”

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Asking Buyers for Referrals (at first appointment)
Some Agents think they have to wait until the close of a deal to ask for a referral.
That’s in that Agents’ head, not their prospects. Think about it: while they are
shopping for a home, they are obsessed with the task and are likely to be talking
to everyone they know about it. This means they are likely to be bumping into
others who want to buy too.

This is exactly why you need to start asking for referrals from day one, continue
throughout the shopping and pending process, and then for the rest of their life
and your career.

“Mr. and Mrs. Buyer, I really appreciate the opportunity to help you find your
home. I want to let you know, I am going to work overtime to make sure that you
have the service you need and end up with the home you love. I want you to be
so happy that you tell all of your friends about me. In fact, that is how I like to
build my business—by working with the friends and family of great customers like
you.”

“Tell me, who do you know today who might need help buying or selling, or
may just have some questions for me?”

If they say “I don’t know anyone at the moment”

“I appreciate you thinking about it, will you keep me in mind? Is it okay if I ask
you again?”

TIP: All throughout the deal, when there is any good news or problems you have solved,
ask them again! Your goal is to have extracted two names from them before the close. If
you want lots of referrals, then you need to be dedicated to give great service. Don’t
drop them when you get them under contract! Stay in touch, make sure to touch base
with them at least once a month, and always promptly return their messages to you.

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Asking Sellers for Referrals

“Mr. and Mrs. Seller, I am delighted that you chose me to list and sell your home,
and I want you to know that I will work overtime to do a terrific job for you. There
is one other marketing strategy that I forgot to mention. I guess you would call it
networking. You see, every morning I get on the phone and prospect, looking
for buyers for your home. As I prospect, I talk to a lot of people—some of them
are other clients, some are leads, and some are friends and family.”

“In those conversations, I am always asking, ‘who do you know today who might
need my help?’ You see, this is how I find great buyers for my listings. Now you
are part of this network, and each week, when I call you, I will be asking you the
same question.”

“So let’s start today: is there anyone you can think of who might need to talk to
me?”

If they say “I don’t know anyone at the moment”

“Thanks for thinking about it, and if you think of someone later, would you
please email their contact information to me?”

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Asking Vendors for Referrals

“Hi __________, this is ___________. The reason for my call today is to ask for your
help. I was thinking about something: you and I have worked together for a long
time. As you know, I send you as many referrals as I can. As I was thinking about
you, I realized that you don’t really send me any/many, but it’s probably my fault
since I haven’t asked you to. I wanted to ask; would you work this year to send
me at least one referral name per month?”

“I understand that they may not always work out. I will just appreciate that you
made the effort, and I will make even more of an effort to send some your way.

If they say, “But I work with a lot of other agents.”

“I know you do, and that is why I only asked for one. Here is what I am going to
do: I will send you some of my cards; please send me some of yours. I will also
call you once a month to remind us to keep working on this. Can you think of
one name right now of someone I should contact?”

If they say “I don’t know anyone at the moment”

“Please keep it in mind.”

TIP: They get lazy, and if you don’t call them each month, they most likely won’t make
much of an effort. Also, keep a list of your vendors posted and make a note next to their
name if they give you a lead. Review the list monthly and call them as a reminder; if they
don’t try to help, then at the end of 90 days you may want to consider choosing a new
vendor.

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Cold calls

39
 COLD CALLS

“Hello, my name is __________from Fathom Realty. I am calling today because

I’ve just taken a listing in your area over on X. Did you notice the sign?” OR “I’ve
just sold a home in your area.”

FOR JUST LISTED:

“I was wondering if you might have any friends or family interested in looking at
the property?”

“How about you, would you like to see it?”

FOR JUST SOLD:

“We have leftover buyers and need new listings to sell them; have you, by
chance, spoken to any of your neighbors who may be interested in selling?”

“Would you be interested in selling if you knew you could get top price for your
home?”

FOR EITHER JUST LISTED OR SOLD, continue on:

“I’m curious, how long have you lived in the area? “If you were to leave the
neighborhood, where would you like to move to?”

“When do you think, you might like to make that move?”

“Do you have any real estate questions that I might be able to answer for you
today?”

“Just one more question: can you think of anyone at all, maybe at work or
church, who might like to sell and might need my help?”

“Thank you for your time! Please feel free to call if there is ever anything I can do
for you.”
40
 COLD CALL OBJECTIONS

1) “I might sell someday, but I am waiting until X or for X.”

“You’re waiting until X. Tell me, why is that date important to you? What
are you looking to accomplish by waiting?”

TIP: You are looking to determine whether it is a condition or an objection

“If you thought you could sell the home now and net more money, would
you be willing to consider it?”

“Some people hesitate to put their home on the market until the realize
that there really isn’t a benefit to waiting. When you meet with me, we will
look carefully at the market trends and data and, once we do, I know you
will feel confident that now is a great time to sell the house. Let’s set an
appointment. I will prepare the data so that you can review it and make the
decision that’s right for you. This information will help you set a game plan,
and when I leave, you will be well informed. It will only take a few minutes,
and you will be glad we met! Can I come by this afternoon?”

2) “When I sell, I have someone in mind already that I would go with.”

“You have someone in mind? I see; who are they? Maybe I know them? I’m
curious, are you meeting with them because you are sure they are the
most powerful agent you could hire, or simply because you know them?”

“Most people never realize just how much money and time they lost by
hiring the wrong agent. Wouldn’t it make sense to at least have a second
opinion? Then you will know for sure.”

If they say, “I don’t think I need a second opinion.”

“Possibly you don’t; most sellers agree, though, that it is truly a good idea
to have a second opinion. I would like to see the home anyway, and it will
only take a few minutes. Why don’t I stop by today?”

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3) “If I sell it, I may have someone who wants to buy it.”
“You may have a buyer, terrific! I hope that works out for you. Tell me, have
the signed a contract yet?”

“When will you know for sure if they plan to buy it?”

“Prior to entering into a contract with them, wouldn’t it make sense to have
a professional evaluation to be sure that you are going to net the highest
price possible?”

If they say, “I will know in a few weeks and I want to wait.”

“Mr. Seller, I’m sure you realize that it would not be unusual for potential
buyers in this situation to drag their feet. Them knowing that you are
meeting with me may cause them to speed up their decision, one way or
the other. Also, we can always list it with an exclusion for them, if
necessary. Let’s at least meet and talk about it; it’s the best thing we can do
to be sure we protect your equity. I can come by today.”

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