How to List and Sell Real Estate in the 21st Century

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ISBN: 9780324136944 | 0324136943
Cover: Hardcover
Copyright: 1/1/1999

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This unique book provides a comprehensive and practical introduction to the resources, strategies, and skills essential for success as a real estate professional. Based on the author's own experience as a real estate agent, this book is a complete, detailed, and ready-to-go program for training real estate agents. It will provide new agents with the ability to list and sell, and do it all quickly.

Foreword

xiii

Acknowledgments

Attention Brokers and Managers

xvii

About the Authors

xix

Breakaway

(8)

Barriers and Fundamentals

(1)

If You're New to Real Estate

(1)

Should You Join a Buyers Only Firm?

(1)

Take Off Strong from the First Day

(1)

Check with Your Broker

(1)

Surface Details

(1)

If You're Not So New

(1)

What Do You Need to Begin Your Breakaway?

(1)

What Do You Need to Complete Your Breakaway?

(1)

Formula III Schedule

(2)

A Forerunner of New Ways of Doing Business

(1)

The Quick-Speak Concept

(5)

The Concept

(1)

Buyers' Phobia

(1)

The Quick-Speak Inventory

(1)

Money-Making Games with Your QSI

(1)

The Jet-Powered Selling Tool

(2)

Build Money-Making Skills Fast with Hyperlearn

(12)

Hyperlearn's Six Easy Steps

(1)

Hyperlearning Techniques

(5)

Specific Hyperlearn Applications

(6)

Confront Old Pro--and Win!

(6)

How to Win FSBO Listings from Old Pro

(1)

Eight Tips on Winning Any Listing from More-Experienced Agents

(1)

When Old Pro Has an Offer on Your Listing

(1)

What Old Pros Hate

(1)

When You Have an Offer on Old Pro's Listing

(1)

Both You and Old Pro Have Offers on a Third Agent's Listing

(1)

Hearing Simultaneous Offers on Your Listing

(2)

How to Flip Those Fizzbos Right into Your Fold

(20)

Bring in 100 Listings with One Winning Move

(1)

Make Money with Four Fizzbo Tactics

(8)

The Full Treatment

(1)

Putting Your Winning Move to Work

(1)

The Four-Kinds-of-Buyers Listing Close

(2)

Avoid Futile Double-Calling with the FSBO X-File

(1)

Call Fizzbos from Open House

(1)

Potpourri

(1)

Fizzbos Are Where You Start

(4)

Sow That Farm and Reap--and Reap--and Reap

(30)

Learning My First Farming Secret

(2)

The Different Farms

(3)

Four Sizzling Starter Letters

(3)

Selecting Your Farm

(1)

Annual Turnover Rate

(1)

Organizing Your Farm

(6)

Working Your Farm File

(1)

Coping with E-Agent

(1)

The Evergreen Listing Farm

(4)

More Farming Secrets

(2)

Farm Decision Day

(1)

Professionalism

(1)

Your Attitude on the Farm

(1)

Careless Slips

(1)

Every Door Is Different

(1)

Speed Counts

(1)

Humility Helps

(1)

Success Breeds Success

(1)

The Best-Looking Homes

(1)

Exceptional Properties

(1)

Winning Scripts

(3)

Danny Kennedy's Full-Year Farming Almanac

(14)

Blitz Your Farm

(1)

Farm by Plan

(1)

I've Seen You Around

(1)

Operating in a Vacuum

(1)

Plan and Review

(1)

Two Vital Points

(1)

January

(1)

February

(1)

March

(1)

April

(1)

May

(1)

June

(1)

July

(1)

August

(1)

September

(1)

October

(1)

November

(1)

December

(2)

Prospecting

(15)

Dealing with the Fears

(2)

Nonpush Expressions

(1)

Piddle the Prime at Your Peril

(1)

Know Your Turf

100

(1)

Prospecting by Foot

100

(1)

Prospecting by Phone

101

(1)

Phone Technique

102

(1)

The Fee Loser

103

(5)

Winning Scrips

108

(1)

Prospecting from Open House

108

(2)

Cold Canvassing by Foot or Phone

110

(1)

Open House--Bring Your Own Banana, and Prosper

111

(29)

The Odds

111

(1)

Hold the Right Houses Open for the Right Reasons

112

(1)

Twig or Berry?

113

(1)

Productive Open Houses Are Planned in Advance

114

(2)

Invite Success

116

(3)

Hand Out Flyer-Packets

119

(2)

Before an Open House

121

(1)

Use Low-Cost Automatic Selling Devices

121

(2)

11 More Money-Making Open House Ideas

123

(4)

During Open House

127

(5)

Winning Scripts

132

(3)

Capturable Customers and Clients

135

(3)

Lock Up and Turn Off the Lights

138

(1)

Bring Your Own Banana

139

(1)

Up-Time

140

(10)

You're Up

140

(1)

The Best Opener

141

(1)

Winning Scripts for Ad and Sign Calls

141

(3)

Spotting Phony Numbers

144

(1)

When You Have to Put Someone on Hold

144

(1)

Spirited Teams Make More Money

145

(1)

Create a Trust-Enhancing Environment

145

(1)

What Walk-Ins Fear

146

(1)

Tea Cart, Be-Back Book, and Sign-Out Sheet

147

(1)

Five Winning Scripts for Walk-Ins

148

(1)

Up-Time Is Opportunity Time

149

(1)

How Listings are Won and Priced to Sell

150

(35)

Strong Listers Have the Best Protection

150

(1)

Before the Listing Presentation Appointment

151

(3)

The Listing Presentation Manual

154

(1)

LPM Preparation

155

(3)

The Listing Presentation

158

(10)

Listing the Caseys: A Role Play in One Act

168

(5)

Winning Scripts

173

(12)

Servicing Listings

185

(19)

Start Servicing Fast

185

(2)

Advanced Caravan Technique

187

(1)

Give Them What They Want

187

(1)

Call Every Monday Morning

188

(1)

Never Wing It

189

(1)

Getting the Price Down Less Painfully

189

(1)

Coping with the Not-So-Neaters

189

(2)

Danny's Dozen to Bring My Sellers More Money

191

(1)

The Thorough Stage-Setting Program

192

(3)

Beware of Overnight Panic

195

(2)

Avoid Possession Hassles

197

(1)

Winning Scripts

197

(7)

Promotion

204

(7)

Five Promotion Concepts

205

(1)

Real Estate Writing Tips

206

(1)

Style

206

(1)

Getting Newsletters Out Fast

207

(1)

Writing Your Profile of a Pro

207

(1)

Listing Remarks

208

(1)

Your Name Is Your Trademark

208

(1)

Your Product

209

(1)

Imprinted Scratch Pads: Your Most Effective, Year-Round Farming Tool

210

(1)

Buying Giveaways

210

(1)

The Subtle and Learnable Art of Capturing Customers

211

(16)

Rewing Up for Relo Action

211

(4)

New People

215

(1)

The Essence of Customer-Capture

216

(1)

Buyers' Beguine

217

(1)

The Proof-of-Competence Phase

217

(1)

Equality of Looks

218

(1)

Tune in Emotionally

219

(1)

Shoot Your Best Shot and Don't Worry About Competition

219

(1)

Lonely Charlie

220

(1)

Smile Mysteriously

221

(1)

Lunching with Buyers

221

(1)

Expanded Folk Wisdom

222

(1)

Another Window

223

(1)

Don't Tell Them You're New

223

(1)

Use Your Buyers File Constantly

224

(1)

The Hungry Breath

224

(1)

Winning Scripts

224

(1)

Lender Qualifier

225

(2)

Qualifying

227

(9)

Why Do It?

227

(1)

How to Dodge the Qualifying Problem

228

(1)

Loan Representatives

229

(1)

Backstroke with Style

229

(1)

Rosebuds

230

(1)

Privacy

231

(1)

Set Up the Close When You Qualify

231

(1)

Silence Is Never More Golden

231

(1)

General Maintenance

232

(1)

Winning Tactics in the Qualifying Interview

232

(4)

Showing Property--and Selling It

236

(21)

The Secret of Successful Showing

236

(1)

Danny K's 23 Ways to More Paydays

237

(10)

Potpourri

247

(1)

L.A. to Seattle, and the Loyalty of Buyers

248

(1)

Selling the Navarros: A Role Play in One Act

248

(5)

Winning Scripts

253

(4)

Closing Those Golden Nuggets Before They Turn Into Lead

257

(16)

The Natural Close Is the Greatest Close

258

(1)

Closing Craft

258

(2)

There Are Limits to Closing

260

(2)

When to Shut Off Your Yak

262

(1)

What's the Seller's Motivation?

263

(1)

When You Sell One Spouse or Partner First

264

(1)

Three New Things You Said

264

(1)

Add a New Facet to Your Powers of Persuasion

265

(1)

Do You Take This House in Rain and in Sleet?

265

(1)

Ten Tips on Obtaining Salable Offers that Stick

265

(2)

Winning Closing Scripts

267

(6)

Negotiating

273

(13)

Never Go Direct

273

(1)

Seal Your Lips

274

(1)

Don't Talk Outside

275

(1)

Prepare for the Offer Presentation

275

(1)

Warm Up the Buyers' Image

276

(1)

Accent Minor Positives Before Price

276

(1)

Don't Wait Too Long to State the Price Offered to the Sellers

276

(1)

Presenting a Realistic Offer to an Unrealistic Seller

277

(1)

Your Obligation to the Sellers

277

(1)

The Talk-Alone Ploy

278

(1)

Selling the Counteroffer

278

(2)

The Eight-Dollar Persuader

280

(1)

The Penny Persuader

281

(1)

Take the House Away From Them

282

(1)

If the Buyers Say ``Yes''

283

(1)

The Three-Day Option When All Else Fails

283

(1)

Winning Scripts

284

(2)

Fallout Avoidance

286

(6)

Do It Now

287

(1)

Look Ahead with a Piece of Paper

287

(1)

Sleeping Dogs Wake Up and Bite

288

(1)

Meatball Mortgage Company

288

(1)

Only Half the Battle

288

(1)

Get It Moving!

289

(1)

Keep Your Clients and Customers Informed

289

(1)

Work with the Appraiser

289

(1)

Choose Hard-and-Now Over Later-and Easier

290

(1)

Go to the Source

290

(1)

Assume Nothing

290

(1)

How to Push Details with Minimum Effort

290

(1)

Be There at the Settlement

290

(2)

A 100% Referral Business

292

(12)

Develop a Farm First

292

(2)

The Referral

294

(1)

But What Will They Take?

295

(1)

Doing Volume Business

295

(1)

Put a Good Bit of Warmth in Your Fast Professional Job

296

(1)

Return Messages

296

(1)

When They Move In

296

(1)

How to Get Letters of Recommendation

297

(1)

Getting Referrals

297

(1)

``We've Moved'' Cards

298

(1)

Stay in Touch

299

(1)

Remembrance Programs

299

(1)

Inhale New Information, Exhale New Business

300

(1)

Drop One, Pick Up Seven

300

(2)

Winning Scripts

302

(2)

Time Planning

304

(18)

Time--Do You Have Enough?

304

(2)

How to Plan Your Day

306

(4)

Setting Priorities

310

(1)

Use a Pencil

310

(1)

Use Checklists

311

(1)

How to Close Rings

311

(1)

Controlling the Phone Monster

312

(2)

Interruptions

314

(1)

Time-Log Yourself

315

(1)

Schedule Your Days, Weeks, and Seasons

315

(2)

Juggling Personal and Professional Time

317

(1)

Communicating Right the First Time

318

(2)

Watch for Danger Signs in Communication

320

(1)

The $8 Million Listener

320

(1)

Set Aside Some Alone Time

321

(1)

When Depression Starts Eating Up the Clock

321

(1)

Self-Organization

322

(8)

Winning the Paper War

323

(1)

Clutter Cures

323

(3)

Your Real Estate Car

326

(2)

Profit Stations

328

(1)

Work Methods

328

(1)

Think Kits

329

(1)

Prepare and Perform-Or Pass Out

330

(15)

Preparation Is the Vital Concept

331

(1)

Preparation Prevents Poor Performance

331

(1)

Be Mentally Prepared

331

(1)

How to Create Sales Dialogues Fast

332

(3)

Make Money on Your Area's Yearly Buying Pattern

335

(3)

Your I.I. (Important Information) Notebook

338

(1)

Services

338

(1)

Put the Numbers Book Away

339

(1)

Fast Numbers Are Fee Earners

340

(1)

$44.25 Is a Figure to Remember

340

(5)

Money--Making Forms and Checklists

345

(30)

MONEY-MAKING FORMS: Quick-Speak Inventory Slot Sheet

346

(2)

Fizzbo Cross-File Cards

348

(1)

Communications Log

348

(1)

Buyer's Progress Chart

348

(1)

Fast Fact Grabber

348

(2)

Results Record

350

(3)

Show List

353

(1)

Tomorrow's Action List

354

(1)

Farm File

354

(1)

Lender Qualifier--A Form the Buyer Fills Out at First Interview

354

(1)

MONEY-MAKING CHECKLISTS: Prospecting

355

(9)

Checklist for Farming

364

(1)

Up-Time

365

(1)

Checklist for Listing Appointments

365

(1)

Listing Presentation Manual (LPM)

366

(2)

After-Listing Checklist

368

(1)

Open House Checklist

369

(1)

Add if the House You're Holding Is Vacant

369

(1)

Checklist for Property-Showing Appointment with Buyers

369

(1)

Real Estate Car

370

(1)

Fallout Avoidance Checklist--The After-Sale Checklist

371

(2)

Marketing Plan of Action

373

(2)

Dead Cats, Weeds, and Holes in the Wall

375

(10)

The Diamond

376

(1)

It's Cold, All Right

377

(1)

All-Out Effort Makes Success Certain

377

(1)

A Load of Independence

378

(1)

Fallbehind, Movingup, and Hyflier

378

(1)

Danny's Dozen for Success at Listing and Selling

379

(1)

Watch Your Jargon

379

(1)

A Good-Stuff Notebook

379

(1)

Stay Away from Jolley J. Floppe

380

(1)

Weeds

381

(1)

Even Out the Peaks and Valleys

381

(1)

Make Habits Work for You: Don't Fight Them

381

(1)

Check Your MOO Every Month

381

(1)

The Pigeon-Toed Undersold Real Estate Person

382

(1)

The Rules

382

(1)

Excuses Accuse

382

(1)

Develop Your Powers of Decision

383

(1)

Holes in the Wall

384

(1)

Learn How to Enjoy High Stress

385

(7)

Success Is Born of Purpose

385

(1)

Pick Four Targets

386

(1)

Do Your Targets Balance?

387

(1)

Hazy Targets Are the Hardest to Hit

388

(1)

Ask Yourself These Questions

388

(1)

Give Yourself Wins

389

(1)

Update Your Targets Frequently

389

(1)

Break Up Your Work Cycles

389

(1)

Handle High Stress Joyfully

389

(1)

Everybody's Most Essential Goal

390

(2)

What's Coming?

392

(5)

Greater Industry Concentration

392

(1)

The Trend to Superstars

393

(1)

Successful Entry into Real Estate

393

(1)

The Real Estate Cycle

393

(1)

Emerging Technologies

394

(1)

Two Agents Who Are Among the First to Have Their Own Business-Building Web Sites

394

(3)

Break Loose

397

(1)

Glossary

398

(4)

The Breakaway Schedule

402

(19)

Index

421

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How to List and Sell Real Estate in the 21st Century

Summary

Table of Contents

Supplemental Materials