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Messages That Sell:
Don't just read the data sheet, paint a picture. Give it real thought.
Especially if you have 3 min. units, you have plenty of time to pull in
prospects. And potential home sellers, who have stopped to listing, will
want to list with you when they hear the way you make a house sound
wonderful. You are playing to both buyers and sellers.
Maybe there is a
sewing room that really catches the morning sun light. Or a big back yard
where Billy & Tommy learned to play catch. Or it breaks the owner's
heart to sell, but he's been transferred to another city.
You could describe
in detail the prize winning roses in the backyard stone garden. Or
wrestling with the kids on Sunday morning in the deep pile carpeting in
front of the natural stone fire place.
Paint a picture of
the kids walking happily each morning to the grade school just 2
blocks away. Or playing on the swings in the park just 1 block away.
Don't hesitate to have some fun -- tell a story about the neighborhood, or
a joke at your own expense. If you have fun doing your message, others
will have fun tuning in.
Anyone can read
them a data sheet -- if you want drive-by prospects to call you for the
showing, paint them a picture. It's worth the time to write a nice script.
And ask the sellers
for their input during your listing presentation -- they'll sure
appreciate being a part of the process. And it's a wonderful
"close" when you get them involved.
Message Tips
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Type up what you want to say, rather than just
"wing it," and save it in case you want to make a few
changes later.
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Focus on things everyone would like about the home.
Spacious kitchen with all new appliances. Remodeled basement. Deck in
the backyard. Central air conditioning. New Furnace.
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Speak loudly, confidently, with an inviting, upbeat
tone of voice. Have fun, tell a story about the neighborhood.
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Include your pager or home phone number, if you want
prosects to find you on Sundays and in the evening.
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Call them to action. Ask specifically for their phone
call several times during your message.
Have Some Fun:
If you want to have fun, try
this: Part way through your Talking House message, just stop for about 2
seconds, and then say "Hey you, parked out front -- I'm watching
You!"
Then pause for another 2
seconds to let it sink in, before saying "No, no, I'm just kidding -- this is a
recording! I sure had you going, though. Say, while I've got you, let me tell
you about the..."
If you do it in a playful
spirit, you'll really get some big laughs. People will call and tell you how
you had them looking out their car window to see who was watching them!
Remember, Talking House
is a way to let people feel they know you. Don't just be a name in the phone book --
or a timid voice on the radio. Have FUN!
Emotional Words
A while back, Realtor
News published a list of words that people said attracted them to come see a
property. These are emotional words, and you should try to use them, and words like
them, whenever you can on your Talking House messages and also in ads.
They were "Spacious;
Bright; Airy; Modern; Stylish; Luxurious; Traditional; Old Fashion." See if you
can use them all in a single message!
Sell Neighbors Script:
"And if you are a
neighbor, do you know someone who wants to live in this neighborhood? Call them
today, and have them to give me a call. I'll personally show them this beautiful
home."
Selling over-priced homes:
It's tought to try to
sell a home that is over priced. Happily, Talking House can help you sell it.
Stress on the message that the owners have already moved (or are anxious to move), and are
motivated to sell. "Please feel free to make an offer!!" That
message gets across to a listener, and can motivate an offer. Clear this with the
owner, of course.
Builders/developer option for model homes:
You know Talking House
is great for those times you can't be at a model home site. You can tell them all
about the area, and your phone number and your hours at the site.
But you can do more. Change your message during the time
you are at the site, so you get prospects out of their car and into the home -- invite 'em
in with humor!
"Hey YOU -- out
front! Come on in and look around. We're here now, and we'd love to give you a
tour. I've got some great literature you can take with you -- no high
pressure. We'd just like to show the place off!
So please, climb on out
of your car and stroll around this beautiful home. Walk on the grass -- We don't
mind. Just come on in and look around. This could be your Dream Home!"
Second Language Messages
If there are many
potential clients in your area more comfortable with a language other than English,
consider making part of your message in that language. You may tap into a whole new
clientele that really appreciates your willingness to work with them.
You might inter-mingle
2nd language sentences with your overall English message. Or you might do a 90
second English version, followed by a 90 second message in a 2nd language.
It can be fun to throw in
just a single phrase in German, or Russian, or Spanish, if you know may area residents
will be flattered by your attention to them.
Price In Your Message
Any time you believe the
house must be toured to appreciate the price, don't include it on your message. Or
if the price is high, but the sellers would accept a lot less, don't mention it.
But if the price is a
plus, push it. That will pre-qualify your calls, saving you time. And it would
be a shame if a prospect guessed the home was too expensive, when it was actually within
reach. Some messages users have sent us includes the following: "This home is a steal at
just $144,900. I wouldn't wait before calling for a tour." or
"And the great news is this home is just $67,500. WOW." or
"The price of this home has just been reduced to just $87,900. Call
today!"
User Tips
Two Voices
are better than one
"My wife & I
do the vocals for our Talking Houses. Renee is the house, while I do the intro and
ending commentary.
It was a big thrill for
her when a client came to our weekend open house and called her ‘Mrs House.'
Two voices make the messages more memorable, and we have a lot of fun playing off each
other on our 19 Talking Houses.
Joe
Sullivan, Mobile-Home living, Long Beach, CA
Be interesting -- it helps!
"I wanted to let
you know that these things really to work. We've had a great response from buyers
and sellers. But you have to use them! They don't do you any good sitting on
your shelf. You have to get them out talking!
And interesting, upbeat
messages help. People can be bored by a drab, unenthused message, so give it some
thought, and keep it interesting. It makes a big difference in the calls you
get."
Richard
Freed, Homevest Realty, Orlando, FL
Music and Messages
"When I was
recording a message for a new listing, my son gave me a great suggestion. He told me
to play some soft music in the background while recording my message.
I tried it and it gave
the message a different perspective. Now all my Talking Houses have music in the
background. I only use instrumental music set at a very low volume so my message is
still clear. I suggest others give this a try -- they'll love the effect.
Bill
Bielecki, Housecenter Realty, Oak Lawn, IL
Mention your Extra Services on Your Messages
"If you're not
certain how big a loan you would qualify for, I can help you with that also. Just
give me a call at 949-7500, and I will set up an appointment through video conferencing to
get you pre-approved for a loan -- at no cost, of course. You'll also know at that
time exactly what investment it would take to move into this great home..."
Alice
Allen, Keller Williams Realty, Oklahoma City, OK
Funny Message Copy Works
"I like to do
some of my messages in a funny, strange voice. Almost a cartoon character
voice. And I enjoy talking as if I was the house. With a fairly young
house, I use a fairly young voice. I find that it gets people laughing and
comfortable, and they sit and listen longer.
I recently had a great
open house, and my funny sounding message got a good reaction. People commented, so
I knew they were listening and then coming inside. Even other agents commented on
it."
Frank
Hasabe, MBA Properties, Portland, OR
Music on your Messages
"I really like
using music to open and close my messages. I think it puts people in a happy mood,
keeps them interested, and get people talking about the listings.
I had a home built in
1873, where I opened with a very appropriate tune from My Fair Lady.
I also have a beach front
property that I open with the sounds of the ocean from a song by a Calipso band. I
even have a prospect with a home in the woods, and if I get that listing I have some
jungle sounds already picked out for it!"
Pat
Milone, Prudential Island Realty, Fernandina Beach, FL
Message Copy for Diamond in the Rough
"Buying a home is
such an emotional thing. Sometimes, when you drive past a home, and it isn't just
exactly what you've always dreamed of on the outside, you might just drive by. I'd
really hate to see you miss the home of your dreams because you didn't take the time to
see the wonderful features this home has to offer inside. . ."
Alice
Allen, Keller Williams Realty, Oklahoma City, OK
Have Sellers Help You with the Message
"I had a prospect
who was going to list with me. The home had been listed with another agent, and they
were very disappointed with the effort they got from that agent. As we chatted, I told him
all about Talking House.
I wanted him to know I go
a step further than the other agents. He could tell how excited I was, and seemed to
get excited too. He asked me to leave the "Selling Your Home" video, and
pick it up that afternoon when I brought by the contract.
When I got back that
afternoon, he was very excited. In fact, he went around the house with pen and paper
and wrote out all the special features that he knew about the home, so the message would
be special.
And I had so much fun
doing the message! I used his ideas, and his comments about things he would miss
(like watching the wild-life through the big back windows) to really paint a wonderful
picture of the home. I can't wait for people to tune in.
By the way, I showed the
Video to a mortgage broker friend, and she was blown away. She wanted in as a
sponsor -- ‘whatever it costs.' Thanks."
Mary
Brinning, Century 21, Harlingen, TX
Two Message tips
"My sellers are
so excited by my Talking Houses! They see all the cars stopping and tuning in.
And they're telling all their friends to stop by and tune in! It's so important that
your sellers feel you are working hard for them!
Here are two message tips
for agents. When you have an articulate seller, let the seller do the message.
I had a man who did an enthusiastic, upbeat message about his home. I think everyone
for miles heard about it -- he told everyone to come by and tune in. That helps.
And when I do a home
anywhere near my own home, my message stresses that I live right near by, I've raised a
family here, and I know the neighborhood the way someone who lives here would know it --
intimately. It helps. People want the inside word if they can get it."
Irina
Bennett, Coldwell Banker, Raleigh, NC
Selling over-priced homes:
"I had a home
that was over priced. Happily, Talking House helped me sell it. I stressed on
the message that the owners had already moved, and were motivated to sell. 'Please
feel free to make an offer!!' That message got across to a listener, and his offer
was accepted.
Vonna
Brook, Graywell Real Estate, Hacienda Heights, CA
Talking House works with your other services
"My first 3
Talking Houses all sold within two weeks. My sellers all absolutely love them (and
me). I use them in combination with a brochure box and a voice mail box.
The Talking House gets
them interested in the house, and invites prospects to take a brochure. It also
tells them that the brochure has a 24 hr phone number they can call to get still more
information.
This combination saves me
from saying the same basic information over and over. It cuts down on my time
answering the same questions, and lets me spend more time with real buyers and
sellers. Talking House works for me."
Jim Lee,
CRS, GRI, Realty Executives, Knoxville, TN
Let Talking House promote your other marking
efforts
"I like the idea
of promoting all my other special services on the message, and you should stress that in
the Newsletter. I have a great display at the mall, and I'm going to urge listeners
to stop by it. I also use a hotline, and I'm going to urge Talking House listeners
to call. And at the Mall and on the hotline, I'm going to promote my Talking Houses,
urging people to tune in, and let me list their home and make it ‘talk.'
You need to
"cross-pollinate"all your marketing for best effect."
Ray Davis,
RE/MAX Means Results, Clarks Summit, PA
Script for damaged home
"HELP ME! I
am over hear. Can you see me? I once was a beautiful home. Can you help
me?" This was my message on a newer home that had been rampaged by renters.
It worked! Buyers
called from the sign and they did "help" the home. I wrote an offer that
day. The house is beautiful once more. I feel like the house actually
did "talk" and made the double sided sale for me.
J.C.
Nowacki, RE/MAX Top Executives, Shelton, WA |