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Winning Listing Consultations

Winning Listing Consultations. KW067. Presenter. Linda McKissack The McKissack Group Denton, TX Agent and Owner/Investor. Winning Listing Consultations. Main Ideas The Big Picture Preparation The Model Consultation Process Listing Consultation—Step by Step Consultation Follow-Up

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Winning Listing Consultations

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  1. Winning Listing Consultations KW067

  2. Presenter • Linda McKissack • The McKissack Group • Denton, TX • Agent and Owner/Investor

  3. Winning Listing Consultations • Main Ideas • The Big Picture • Preparation • The Model Consultation Process • Listing Consultation—Step by Step • Consultation Follow-Up • Customizing and Length A copy of this presentation is available for download at www.kellerwilliamsuniversity.com

  4. The Big Picture • “Where the rubber meets the road” • Seller questions • What price? • How long? • What cost? • Your answers • Why me • Why now • List price and marketing program

  5. The Big Picture (continued)

  6. The Big Picture (continued) • “The listing presentation is an incredible opportunity to differentiate yourself … it’s the most important conversation you will have with a prospective client … because it dictates how much money you are going to make.” • -Hobbs/Herder • Real Estate • Marketing Firm

  7. Preparation • Know Your Scripts! • Seller Mastery Script Book • Script Catalog • Use Rapport-Building Techniques • Active Listening • Nonverbal Reinforcement; Verbal Encouragement • Empathy and Understanding • Curiosity; Mirror and Match

  8. Preparation (continued) • Learn to Be a Consultant • Listen More than You Talk • Take Notes • Give Positive Feedback • Set Expectations • Seek Agreement

  9. Preparation (continued) • Format and Presentation • Medium • Presentation Tips • Appointment Toolkit

  10. The Model Consultation Process • Confirm the Appointment • Mindset “Get on the Listing Channel” • Enter and Tour • Begin the Conversation • Agents vs. Consultants • Uncover and Prioritize Needs …

  11. The Model Consultation Process (continued) • Present Your Value Proposition • Check for Commitment • Handle Objections • Negotiate to Resolve Issues • Set Expectations of Working Together • Close!

  12. The Consultation: Step-by-Step • Confirm the Appointment • Logistics • Their commitment/your time • Mindset: “Get on The Listing Channel” • Affirmations • Script check • Presentation key points

  13. The Consultation: Step-by-Step (continued) • Enter and Tour • Front door • To the kitchen • Touring options (with or without seller) • Begin the Conversation • Show respect; Take command

  14. The Consultation: Step-by-Step (continued) • Agents vs. Consultants • “Two ears, one mouth” • Learn their needs and wants • Their interest first, always • Involve them in solutions • Consult on price • Communicate regularly • Think win-win

  15. The Consultation: Step-by-Step (continued) • Uncover and Prioritize Needs • Identify concerns • Drill down (3 whys) • Understand needs vs. wants • Prioritize needs • Review prelisting homework

  16. The Consultation: Step-by-Step (continued) • Present Your Value Proposition (MREA) • Needs analysis • Pricing strategy • Property preparation for sale • Marketing strategy • Receive offer …

  17. The Consultation: Step-by-Step (continued) • Present Your Value Proposition (MREA) • Negotiate to sell • Sell • Preclose preparation • Closing • Postclosing

  18. The Consultation: Step-by-Step (continued) • Check for Commitment • Continuously seek small agreements • Trial closes • Handle Objections • Be calm, specific, logical and not attached to the outcome • AEIOU (ask, empathize, identify, offer, urge) • Top objection scripts—know them

  19. The Consultation: Step-by-Step (continued) • Set Expectation of Working Together • The tone is “team” • Roles and responsibilities • How communication will happen • Negotiate to Resolve Issues

  20. The Consultation: Step-by-Step (continued) • Close! • A natural conclusion • It can happen early—listen for opportunities • Simple ways to ask for their business

  21. Consultation Follow-Up • You Won • Thank you • Start service immediately • You’ll Win the Next One • What value can you add to your business?

  22. Consultation Follow-Up (continued) • Deferred or Postponed Listing • Decide on your follow up strategy

  23. Customizing and Length • Evergreen vs. Ever-changing • 15 Minutes to 90 Minutes • Prelisting, practice, and your style drive the outcome • Three Core Questions • Do you absolutely need to sell? • Are you willing to price correctly? • Do you want me to handle the transaction?

  24. Alternate Models • The 30-Minute Listing Presentation with Accompanying Scripts • Other Listing Presentation Models

  25. Ideas into Action • Understand and track appointment to agreement success rate. • Improve consultation skills—choose a model. • Improve knowledge base—become a local economist.

  26. Ideas Into Action (continued) • Compare Content to KW • top performers and competitors • —Use all available KW resources. • Improve CMA tools and practice CMA techniques and scripts. • Develop expertise in staging • —learn yourself, teach a • teammate, or a use a consultant.

  27. Thanks for Being Here! Don’t forget to complete your evaluation! KW067

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