In This Issue...

• Words from the President
• Keys to Representing a Buyer - The Right Way!
• Sales Scripts and Dialogues - That Improve Your Business!
• The Greatest Leverage In Real Estate - Listings!

Words from the President

Thanks for joining me today on your journey toward success as a Real Estate Agent.

The three areas that we'll focus our time on today are Keys to Representing a Buyer, Sales Scripts and Dialogues, and The Greatest Leverage In Real Estate. Any of these articles could help you change your life in 2007 if you'll read, absorb, and use the information.

Before you get started, I'd like to take a moment and highlight one small change to Coaches Corner™ that we've made. This will likely carry on through out this year. We're increasing our article content by 33% by adding another article to the newsletter.

Why the change?...you might ask.

Well, there's been a lot of buzz in the industry over the last several weeks about Real Estate Teams. One thing you may not be aware of is that we here at Real Estate Champions, Inc have been coaching clients to build Real Estate Teams since 1998.

We've coached them on how to build them (sometimes from scratch), grow them, sell them, and how to use them as a path to retirement. So, we've got more than enough experience in this area to be called an authority on real estate teams.

Also, I've recently contracted with McGraw-Hill to publish a new book, "The Champion Real Estate Team" (due out Fall 2007). I'm actually wrapping it up right now and will be submitting it to the editor shortly.

In an effort to help meet the need for information regarding building a Real Estate Team, I've instructed my team to 1) assemble a pre-release version of a chapter out of my new book as the "The Champion Real Estate Team Guide" and 2) begin releasing article excerpts from the book here in Coaches Corner™. You can get an instant download of the guide here.

I hope that you'll invest a few minutes of your life with me today and that the information you gain from Coaches Corner™ proves to be a blessing to you and your career.

To your achievement of success in life,

"Swanepoel Real Estate
Trends Report"

During the past year, the real estate industry has experienced unprecedented change and significant innovation. You’ve no doubt experienced it first hand.

The key to being successful in real estate, or any other career for that matter, is staying apprised of the trends in your industry. If you can see where things are heading, you can utilize new opportunities before your competition.

• Beating your competition to the next wave of opportunities
• Avoiding fads that could set your business back years
• Gaining valuable insights about revealing strategies you can use right now

Learn More Here

Keys to Representing a Buyer - The Right Way!

The buyer’s agent is responsible for crafting, presenting, writing a proper contract for, and prompting acceptance of a good offer. Follow these steps:

1. Your first step is to guide your clients toward a competitive offer. Perform at least a quick competitive market analysis, or CMA, to determine the value of the property. Among the factors you’ll want to weigh are the home’s current value based on the value of comparable properties, regional housing inventory levels, and the competitive nature of the current marketplace. Your findings will help your clients arrive at a reasonable price decision and help you to counsel them as they make a competitive offer.
   
   
2. Once your clients have arrived at a competitive price to offer, your primary job as their representative is to properly prepare the contract you will present on their behalf to the sellers. Your goal must be to protect your clients by writing terms and conditions that convey their intentions and meet their goals.
   
   
3. For most people, a home purchase represents the largest investment they make, the biggest purchase in their lives, the greatest and longest-lasting debt they assume. The purchase agreement you write must protect them by addressing every issue – the price being offered, the items to be included in the purchase price, the amount to be deposited, the closing date, the date the offer becomes null and void, and any condition that accompanies the offer, including contingencies based on the outcome of inspections, approval of financing, and personal property transferring with the sale or other issues.
   
   
4. When you’re ready to present to the sellers, present the offer and your buyers as the best in the marketplace. Presenting the offer favorably to the seller can mean the difference between your clients or other bidders buying the house. The stronger you can position your buyers by presenting their financial capacity, superior commitment, motivation, and even a human connection, the more you will swing the negotiation in favor of your clients.For some sellers, a human connection is the tipping point in choosing one set of buyers over others. For example, an offer from a family the sellers imagine will re-create their cherished memories in the home may trump another offer that is absent the human connection, even if the offer results in equal or even slightly less money.

If you'd like step-by-step strategies & tactics for Buyer Conversion (including over 45 Scripts & Dialouges) check out my training program "Convert & Commit the Buyer Every Time!™"... check it out here.

If you're tired of fighting for every listing and would rather have a system that takes you completely through the entire Listing Process, so that you walk out with the listing contract signed, you've got to check out...

How to Create and Deliver a
Dynamic Listing Presentation

With the vast majority of agents in North American doing more transactions on the buyer side than the seller side, we need to now make sure that we are converting on every possibility we have in the marketplace. Every viable lead that is created must be converted to íncome producing closed transactions. This program is conservatively worth an extra $100,000 in gross commission income for you! Don’t miss your chance at mastering control and commitment of your buyer’s prospects.

The 'Convert and Commit the Buyer... Every Time!' Series will teach you how to:
	• Drive them to commit using proven techniques • Convert the buyer on the first call • Use effective presentation techniques at a commitment meeting • Build value in the client’s mind for the services you provide • Get them to sign an exclusive Represent Agreement now! • Lock them in with you long-term
You'll receive:
	• 4 Audio CDs • 1 CD-ROM Workbook

I Want to Learn How to Get The Listing on the First Appointment Every Time!

Sales Scripts and Dialogues - That Improve Your Business!

The quality of sales skills can dramatically influence income.  At one time we all had tremendous sales skills, and we did not even know it.  We intuitively learned, and perfected, our presentation to the highest level.  We persistently pushed forward and never took, “No!” for an answer without a fight, then we usually wore our opponent down and got the sale.  We had it all going for us, we had it all figured out, and then we stopped.  Most of us stopped being great sales people around ten or eleven years old.  Up until that point we were highly skilled sales people.  Have you ever watched children under ten at the store?  Most are very good sales people.  The highest skilled are the three to six-years-old age group.  They know what they want, and they do not take, “No!” for an answer.  They usually manage to sell their parents on their idea or thought.

They are highly skilled because they know their scripts and dialogues.  They know what to say to get their parents to do what they want.  Agents must also have scripts and dialogues down, to elicit the desired response from the client.  Successful Agents need to have scripts for sellers, and scripts for buyers.  Brokers need scripts for other Agents, and for staff.  The better people define what they are going to say, the more successful in saying it they will be.

Many think having a script is manipulating the sale.  I think creating a script is part of being completely prepared.  Clients who hesitate in a selling situation can be saying that they need a few more facts to make them feel comfortable.  The Agent’s job is to give them the data to help them make the decisions that are best for them.  I view scripting as being able to help the client at the highest level, by accurately communicating in a convincing fashion, the benefits of a particular decision.  To be well scripted is to be prepared to help the client evaluate the situation carefully, by weighing all sides less emotionally.  The telephone solicitors, who sound as if they are reading from a cue card, are not well scripted.  An Agent who is well scripted can give an automatic response to a given situation he has been in before.  He has practiced and prepared for the question, before he gets the opportunity to answer it.  Do people want to have a heart surgeon who is well scripted?  Sure, they do.

Many professionals in other fields are well scripted.  Many professional football teams have the first 25 to 30 plays of the game planned.  Ask the coaches of either the San Francisco 49ers, or the Denver Broncos.  They know exactly which plays they will run.  They will evaluate how the plays work, then continue to use the best ones.  Other well-scripted professionals are the defense attorneys who use the same argument that worked to get their client acquitted last week, the surgeons who look at the x-rays and books to perform the appendectomy for the 500th time, the pilots preparing to land or take off in a 747.  They have all scripted out what they are going to say and do.  You, or I, would not want to be on that plane, in a courtroom, or in an operating room, if those experts were not well scripted.  Real estate Agents need to be at that level of professionalism and knowledge with their scripts.

Agents need scripts for all occasions:

• Prospecting:  Past clients, expireds, FSBO’s, cold calls, door knocking, apartment renters, and referral clients.
• Buyers:  Ad calls, sign calls, when it is the right house, qualifying the buyer, commitment to work with you, open houses, and for all objections.
• Sellers:  Listing presentation, qualifying, price reduction, weekly communication, and for all objections.
• Other Agents:  Getting them to do their job, create urgency, show your properties, and negotiating.
• Affiliates:  Send more referrals and take over more functions.

This is a short list of the scripts Agents need to use, to be skilled at the delivery of the information that they need to provide to buyers, sellers, Agents, and affiliates.  To join those successful Agents, you must learn to develop, and deliver, scripts with effectiveness.  If you do, there will be no cap to your income.  The different scripts will not change, nor will the basic questions, problems, objections, and solutions.  Once you learn to effectively cover these areas, you will be unstoppable.  There are not many new objections created by buyers and sellers annually.  If you have learned all the objections, and can deliver your response to the objections well, you will be rewarded.  You may need to make modifications and practice them regularly, but you will not have to go through the process of learning 40 to 50 new scripts and dialogues.  The difference between the amateur and the professional, in all things in life, is the skill and delivery.  Everybody can throw a football, but he cannot throw it like John Elway without dedication and practice.  Elway has perfected his skill with long hard practice.

Professional sales people have perfected their delivery of words.  They have practiced how to overcome all the objections.  They have practiced how they will list a home.  Many of us make new presentations every time we go out.  That would be like Elway drawing the game plan in the dirt in the huddle every time.  How effective would that be?

If you'd like to learn how to grab your copy of the largest collection of Real Estate Sales Scripts ever assembled "The Champion's Guide to Real Estate Sales Scripts™"... check it out here.

The Greatest Leverage In Real Estate - Listings!

There is a growing belief that creating a large team of producing agents under you creates the best leverage in the business.  There are more agents today trying to create leverage through people than ever before.  While I agree this approach is valid, you must ask yourself if now is the right time for you make that play.  Are you personally ready to build and use that time?  Most importantly, have you used the easiest and greatest form of leverage in real estate before you start exploring people leverage?

The greatest, easiest, and most profitable leverage in real estate sales is becoming a listing agent.  Too many of us are not using this leverage to establish the foundation of our success.  We are getting drawn into the more-people-bigger-team mentality before we dominate as listing agents.  Once you have the skills and production of a Champion Listing Agent, you can then build a team more easily with producing agents.

Being a Champion Listing Agent spawns opportunity that carries new risk and high rewards.  As a Champion Listing Agent, you will enjoy these benefits:

1. Gaining leverage by employing numerous people to work for you at no cost
   

   How many licensed agents are in your board of Realtors®?  That will be the number of people you will employ to sell your inventory each day.  The best part is that all of these people working for you cost you nothing!  There are no wages, withholdings, taxes, insurance, workman’s compensation, or equipment changes (telephone, desks, and office supplies).  There are no expenses of any kind.  Now, I know that many of you are saying, my company covers all that with my buyer’s agents who work for me.  That may be true, but you still have to manage these people and deal with personal problems, mistakes, low motivation at times, and interpersonal office politics.  All of those still need to be controlled and managed with leadership exerted to produce a result.

   If you focus on being a great listing agent first, you don’t’ have to manage and lead any of these agent co-ops out selling your property until they actually write a contract to present.  You employ all of these co-op agents for little time investment, no cost, and no risk.  With producing agents on your team, you take a risk in terms of your leads and how they convert them.  You invest large amounts of your time to train, coach, and direct them to success.  Champion Listing Agents eliminate the risk and receive the reward.

   I want to stress, again, I am not anti-team or anti-buyer’s agent.  I do, however, believe we, in our excitement to achieve a Champion Team real estate practice, take higher risk and lower net reward avenues because we heard an “expert” claim success, or because we really didn’t evaluate the return on investment or evaluate the risk/reward equation.

2. Generating multiple streams of income
   

   The residual value of a listing, in terms of additional business creation, brand recognition growth, market share, and market presence, develops leverage.  By taking a listing, you are, in effect, creating a storefront from which to sell your services.  A listing creates sign calls, ad calls, and Internet leads to convert to both buyers and sellers. It allows you to raise your personal profile in a neighborhood to generate future business.  An agent who works with buyers almost exclusively has no profile.

   What is a listing worth to you beyond just making a commission from the sale?  One of the numbers I tracked was additional revenue and additional transactions created through securing a listing.  For me, I tracked an average of 1.68 transactions for every listing I took.  By pounding a sign in someone’s yard instead of working with a buyer, I enjoyed the leverage of another .68 of a transaction.  Track the buyers generated and converted from your listings, the sellers who buy through you, and listings you generate additionally because you sold the house down the street.  I am sure that you will find leverage from every listing you take.  I am sure your ratios will be as good or better than mine.

3. Maintaining a client even if the transaction fails
   

   When representing a seller, if a transaction in pending fails to close, you still have a client.  You can put the home back on the market, salvage the relationship, and sell the home.  With the buyer, they have the option to not do business with you in the future.  They can decide to use someone else to represent them on their purchase.  The seller provides more security to your income should something fail to close or go smoothly.

4. Gaining control of your life
   

   As a listing agent, you will be able to create a business devoid of the weekends and multiple nights that most agents must work.  You can build a business that is more family friendly for your children and spouse.  While you are away, you will still be creating growing activity on offers if you are a listing agent.

   I remember very few Monday mornings (after a nice long weekend with Joan at our vacation home) when there wasn’t a contract waiting on one of my seller’s homes.  I didn’t know about it until I walked in the door on Monday morning.

5. Investing less time per transaction
   

   It takes less time to represent a seller than a buyer.  There will be a transaction every so often that will be the exception to that rule, but over time, the seller is clearly a lower investment of time.  Because the seller uses small amounts of your time, this enables you to invest that time elsewhere to create more income.

   I believe that our focus as the lead agent or Chief Rainmaker, of a Champion Team isn’t to achieve a 50/50 mix of buyers and sellers.  The objective is to be weighted to the seller side.  The only way your mix should be at 50/50 is if you have two or more buyer’s agents working for you.  Listing agents, ultimately, dictate the marketplace.  They set the terms, conditions, and the control level of the marketplace.  Your leverage benefits need to be established as a strong listing agent before you hire your first producing agent assistant like a buyer’s agent.

 

If you'd like step-by-step strategies & tactics for getting the listing on the first appointment every time "How to Create & Deliver a Dynamic Listing Presentation™"... check it out here.

Or

If you'd like more information on how you can build your own real estate team, get your free copy of "The Champion Real Estate Team™ Guide"... here.

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