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Presentation Ideas
First things first
Do your homework. Before you make a listing presentation,
learn all you can about the home, the neighborhood, schools, shopping, etc. Then record a flattering message about the property
on one of your Talking House Broadcasters.
If you can't learn enough about the home to do a complete
message, Record a message you used on a previous listings. Better still, leave the message on the Broadcaster from the last listing you
used it in -- and tell the prospects how it sold that listing.
Carry the unit with you in it's little carrying bag. During
your presentation, stress that you'd like to be at their home 24 hrs. a day, 7 days a week until their home gets sold. Then pull out your
Broadcaster, plug it in, and play the message for them.
When it's played once or twice through, turn it off, pull out a
pen and paper, and ask their input on what else should be part of
your message -- what do they think is most special. What first sold them on the home? What do their friends like, and the family
members.
After they've coached you on the message, and you've listened to
their ideas closely, you're a shoe in. This is a subtle, but very effective "close." They are
emotionally committed to hearing their home on the air, and having it stand out in the marketplace.
Captive at the Curb
Here's what to tell a seller who asks if the Talking House is really better than just having a for-sale
sign;
"If a buyer drives by and sees a regular sign, and likes the looks of your home, they'll typically write
down the phone number (probably on a napkin) and they might remember to call some day.
But Talking House is like having a TV commercial that won't let the audience go the kitchen! The
buyer first has to read the sign, and set their radio to AM. Then they tune it to the right frequency.
They'll typically listen to the whole message at least twice to make sure they've heard everything, and
have written down the important features.
This means that they will be sitting at the curb, looking at your home for
at least 5 or 6 minutes! Nobody is going to forget to call me about your home after that, and no other marketing tool anywhere
guarantees that kind of a captive audience!"
Nobody will discount the value of Talking House once they realize the power of holding the
buyer "captive at the curb."
Demonstration Tip
It can be fun and effective to take a Broadcaster with you on a
listing presentation. It's like Show & Tell. Here are some tips.
Pre-record a nice message about their home or another nice
property. Be sure it sounds flattering. Otherwise, let them imagine it -- they'll probably imagine you sounding great.
If you take a portable radio with you, be sure you set it to the
right frequency.
Let the sellers speak a few words into the Broadcaster, and play
it back for them. Even better, let their kids say a something.
Remember: always ask their input for your message. Once they
help you script it, they're already onboard.
Use the Andy Rooney approach
Building rapport with prospects can be difficult. Experts say that sharing common ground --
something you both agree with -- can build comfort into a new relationship with clients.
Here's a fun way to get
immediate agreement, in a casual, conversational way. You might call
it the "Andy Rooney" approach.
Try casually throwing in a question beginning with the words
"Ya Know How . . .?" For example, when trying to explain Talking House to a home seller, your first words might be
"Ya know how people looking for a new home like to get in their cars and drive around looking for yard
signs?" It's a rhetorical question, of course. Your tone of voice assumes they will quickly say
"yes," and they naturally do. Now you can fit Talking House into their agreement.
They've just said they know people like to drive around. So you're set up to follow with
"That's why I make my listings Talking Houses. I want to grab them while they are right out front, and get
them excited about your home."
This explanation is now a follow-up to their agreement, and is much more effective than if you
simply made a speech about why you use Talking House, without the Andy Rooney lead in.
Try another one: "Ya know how frustrating it is to write down dozens of phone numbers, and
then get home and not remember which house is which?" When you agree, you say:
"That's why Talking House is so effective. Even if buyers write down 20 phone numbers, your home is one they
remember, because I've told them about wonderful, unseen features."
Or how about: "Ya know how easy it is to mis-judge a home when you just see the
outside?" Oh, they know. "That's a problem Talking House solves. I
don't want anyone to drive away thinking your home is _______, when it really is
_______."
Build a couple
"Ya Know How" questions into your regular conversation with prospects, and
you'll find more people agreeing with you, and feeling more comfortable with you.
"War Stories" that Get Listings
Many agents find that
the most effective listing presentation they make is one with a 'war
story.' A simple story that shows specifically how Talking House sold a home, or attracted extra attention.
The most effective stories are unembellished, satisfied customer stories. They help reassure
your prospects and prove the value of your service.
As you collect your own success stories, get every single detail you can. Describe the problem
of selling the home without Talking House. Explain what happened when you then used Talking
House. Quote the prospects who raved about being able to "tune in."
Practice telling the stories several times. Write them out on cards. Develop at least 5 good war
stories, for different types of sellers.
What if you're just getting started? Share with your prospects
someone else's war story! That's why the Newsletter is full of them each month. Look at October
'96, page 3. Ernest Lambert tells of a house that sat for 1 year, and then sold in a few days to someone who had passed it every day
-- but never knew it was the right home until they tuned in.
That is the real stuff. Let prospects know that you have begun using Talking House
because sellers have seen that kind of results across the country, and you want that extra edge for
their home. At no extra cost to them. And remind them just how many homes they must compete against in your
MLS -- quote the exact number.
So search your experiences, and share the most impressive examples with every prospect.
Remember the features that sold a home when they were heard about. Point out that they could never
be seen from the street. And re-read the Newsletters for stories that fit your situation, then share them
with your prospects.
If you're like the hundreds of agents
who've written us, you'll find that a >war story' makes your presentation fun and memorable, and gets you the listing.
User Tips
A Listing Pitch That "Always Works":
Here's what to tell a seller who asks if the Talking House is really better than just having a for-sale sign;
"If a buyer drives by and sees a regular sign, and likes the looks of your home, they'll typically write
down the phone number (probably on a napkin) and they might remember to call some day.
But Talking House is like having a TV commercial that won't let the audience go the kitchen!
The buyer first has to read the sign, and set their radio to AM. Then they tune it to the right frequency.
They'll typically listen to the whole message at least twice to make sure they've heard everything, and
have written down the important features.
This means that they will be sitting at the curb, looking at your home for
at least 5 or 6 minutes! Nobody is going to forget to call me about your home after that, and no other marketing tool
anywhere guarantees that kind of a captive audience!"
The message makes perfect sense to everyone that I've shared it with. Nobody has discounted
the value of this tool once they realize the power of holding the buyer "captive at the curb."
Stephen Canale, Acclaim Residential Marketing, Inc., Ann Arbor, MI
What to say when they say "Why should I list with you . . .
"It was frustrating not having anything special to offer sellers. I know they are always thinking
'everyone does that, why should we list with you?' I even had a seller say that to me, and when I
blurted out 'because I'm nicer than the other guys' they seemed stunned. But what else could I say? I
didn't have a good answer.
That's really why I ordered my first 7 Talking House Trasmitters. Now I proudly look home-sellers in the eye and say
'Because I'll be here 24 hrs a day, 7 days a week, promoting your home until
it sells. I showcase your home, and make sure every drive-by prospect gets the full story on why your
home is special. I won't let your home get lost in the crowd of homes for
sale' That's a good feeling. And a very effective presentation!"
Nelson Boan, Land Sales, Pulaski, VA
Instant Listing
Just a quick note to tell you I truly believe in "The Talking House."
Recently, I was the
third agent in for a listing presentation. I took a Transmitter with me, and
had my message already prepared. When I pull the Transmitter out of its carrying bag, and played it
for the sellers, they were very impressed. I was the agent who got the listing.
Joanne Widmer, The Milton Corp., Rittma, OH
Sample message at presentation
"I gotta tell you, these things really get listings. When I make a presentation, or call a seller
prospect, I'm offering something more than the other guys.
I just take a Transmitter with me to their home, and play a sample message for them -- and I get
'em. If I know anything specific about their home ahead of time, I do a sample for their home, and that
grabs them too.
Another agent said to me
'Oh, when calling prospects, that's just a gimmick.' I guess he's right.
But if he calls them, and I call them, I'm offering more than he is, and I get the listings.
That's a gimmick I can use.."
Dean Miller, RE/MAX in the Hills, Bloomfield Hills, MI
Sample Listing Presentations
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7 8
click
on the links above to open each sample presentation
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