ERA Virtual AccelERAtion Student Workbook Session 1

Transcription

1 ERA Virtual AccelERAtion Student Workbook Session 1 Instructor: Technical Support: Jackie Gray Jackie.gray@era.com Course Objectives: Implement a daily prospecting strategy Actively generate new leads through prospecting Working with Buyers Working with Sellers Demonstrate skill in handling objections Demonstrate skill in delivering the ERA Marketing Consultation Answer questions and implement ERA systems and tools Today we will cover: Why is prospecting so important to my career? What is my Circle of Influence and how can I use it? Contact Management Field Assignments / Scorecard Basic philosophical beliefs of ERA: 1. 2.

2 What is the single most important activity for success in real estate? Definition of Prospecting: Making contacts for the purpose finding as many people as possible who may have a present or future need for professional real estate assistance. What is the basic Prospecting Principle? 1. The more prospective 2. The more you are the 3. The more often you 4. The better your chances are of developing a steady source of Who can we talk to about real estate? Circle of Influence Who does it consist of? 2016 ERA Franchise Systems, LLC All rights reserved. -2-

3 ERA Franchise Systems, LLC All rights reserved.

4 What is a Contact Relationship Management (CRM) System? CRM via Zap Zap Quick Add Add Contact Send Welcome Send in Zap - click on Icon across of contact name View Scripts Select Send Set a Priority Date ERA Approach with contacting your Circle of Influence: Encounter Research Ask 2016 ERA Franchise Systems, LLC All rights reserved. -4-

5 ERA Script: Hi. I haven t seen you in a while. How are you? How s the family? How s business? I wanted you to know just started my own business with ERA and I m really excited about helping people with their real estate needs. Can I ask a favor of you? I know you have lots of friends who respect your opinion. Whenever you hear of someone who has a real estate need, will you please let me know? I promise I ll take such good care of them you will always be proud you have referred them to me. In fact, would it be okay if I touch base with you from time to time to find out who you may know that needs my services? Oh by the way, when do you plan on making a move? Assign a Follow Up Plan in Zap Click on Contacts Name Click on Campaign Follow Up Plan at bottom Select a Plan Select and Save Create a Follow Up Plan in Zap Manage Follow Up Plans Add Follow Up Plan Create Follow Up Plan and Save Fill In Letters/Scripts - TeamERA.com Public Relations Fill In Letters Adding Script to Zap 1. From Zap Home Page click on Manage 2. Click Phone Script Library or Script Library 3. Click Add Script 4. Create Script and Save ERA Franchise Systems, LLC All rights reserved.

6 Contacting People - Daily Planner (You Can Use Any Type of Planner Just Use Something!) 2016 ERA Franchise Systems, LLC All rights reserved. -6-

7 Field Assignments: 1. Create/Update Centers of Influence Database include Preferred Vendor LIst 2. Enter Contacts into Contact Management System 3. Contact 10 Centers of Influence 4. Give away at least 5 business cards/day 5. Complete your daily planner 6. Preview 3 houses in your market place 7. Remember and keep track of your work! Federal Telemarketing Sales Rule Obtain access to the FTC s Do Not Call List Obtain access to your company s database Make a list anyone who tells you not to call them Update the company s database Talk to your manager or Broker about the Rules they have in place concerning the Telemarketing Sales Rule ERA Franchise Systems, LLC All rights reserved.

8 2016 ERA Franchise Systems, LLC All rights reserved. -8-

9 Virtual AccelERAtion Student Workbook Session 2 Instructor: Technical Support: Jackie Gray Jackie.gray@era.com After completing this Session you will be able to: Demonstrate a conversation with a member of your Center of Influence Deliver a natural sounding opening line when speaking with a stranger Identify Target Markets Classify Prospects as Urgent, Short-Term, Referral, Non-Referral Discover different way of contacting prospects Learn the 4 parts of Rapport Building Hold Open House Prospecting: Sources of Business:

10 Growing your Circle of Influence: Contacting your Circle of Influence: Handing out Business Cards: Other Prospecting Situations: 2015 ERA Franchise Systems LLC All rights reserved. -2-

11 After speaking to COI what are we going to do with research and action items? People We Don t Know - New Relationships: What can we talk? How can we initiate the conversation? Should we still use the ERA Approach? Prospects: Circle of Influence People We Don t Know ERA Franchise Systems LLC All rights reserved.

12 Target Markets: Social Target Markets: Geographic Target Markets: Choosing a geographic target market: Turnover Size Location Price Competition 2015 ERA Franchise Systems LLC All rights reserved. -4-

13 When contacting prospects in your Target Market, there are 4 classifications you would place prospects in: Urgent: Moving in less than months Contact each Short-Term: Moving years Contact a month Referral: No Plans to Move and Contact every weeks Non-referral: No Plans to Move and not necessarily Contact every months What should you do with your Target Market contacts and research? Zap Follow Up Plans Assign Follow Up Plan Zap Home Page locate contact click on name Campaigns Select Create New Follow Up Plan Zap Home Page Manage Follow Up Plans Add a Follow Up Plan How can you get involved in your Target Markets? ERA Franchise Systems LLC All rights reserved.

14 What are the ways of contacting prospects? How do people want to be contacted? How do you start the conversation by? 4 parts of Rapport Building: 1. Personal Presentation 2. Professional Presentation 3. Communication what you say. 4. Communication how you say it. Open House Criteria for Open House: How many turns off the main road? Can you place directional signs? Is there curb appeal? What were your impressions of the interior? Are the sellers willing to do repairs/cleaning? Are the sellers willing to stage the house? Are there pets? 2015 ERA Franchise Systems LLC All rights reserved. -6-

15 What will the sellers need to do to prepare? Exterior Appealing Lawn Appealing Interior Clean De- Nice smell Stage Depersonalize Arrange for Pets and family to for the Open House How will you promote the open house? Flyers Circle of Influence Neighbors Real Estate Agents Family to Distribute MLS Internet Neighborhood Newsletter or Website Social Networks YouTube Print Media Bulletin Boards ERA Franchise Systems LLC All rights reserved.

16 What will you need to bring to the open house? Business Cards Open House Registry Note Cards Computer Air Refreshments/water with seller s permission Tape Measure Flash Calculator Contract w/all documents needed Flyers On House Alternative ERA Home Protection Plan ERA Mortgage ERA Sellers Security Plan (if certified) Information about the house: Taxes Utilities Survey Plan Ariel View Pricing Analysis Grid Schools HOA 2015 ERA Franchise Systems LLC All rights reserved. -8-

17 What do you need to do the day of the Open House? Get there early Put out Directional Signs/Attention Items Do not park in Open Window Coverings Turn on Lights Use Air Freshener if needed Display Items Brought (listed above) What questions will you ask prospects as they tour the home? Would you please sign the registry? How long have you been looking? When would you like to move? Do you have a house to sell? Are you preapproved for financing? Is this the price range you are wanting? Does this house meet your needs? If not, what does not meet? Would you like to see other properties? Can we make an appointment? ERA Franchise Systems LLC All rights reserved.

18 After the Open House, what do you need to do? Call the Sellers with a Report Write a Thank You Note to the sellers Clean Up Leave the House as you found it Pick up directional signs / attention items Thank homeowners of properties sign were on Write notes to attendees Enter Attendees into Contact Management System Assign follow up program Assign follow up schedule Field Assignments: 1. Contact 10 Centers of Influence 2. Hand out at least 5 Business Cards a day 3. Complete Your Daily Planner 4. Preview 3 houses in your market area 7. Enter all contacts into your contact management system 8. Target Markets research, gather data, input into contact management system, begin contacting 9. Keep track of all your contacts on Scorecard 10. Send Scorecard to Instructor by Monday Evening jackie.gray@era.com, fax , text to ERA Franchise Systems LLC All rights reserved. -10-

19 ERA Franchise Systems LLC All rights reserved.

20 ERA Virtual AccelERAtion Student Workbook Session 3 Instructor: Technical Support: Jackie Gray Jackie.gray@era.com Session 3 After completing this Session you will be able to: Discuss 5 critical factors that affect the salability of a property Create: Pricing Analysis Grid Saleability Rating Absorption Rate Use the Commitment to Service in different scenarios Field Assignment Debrief:

21 What are the five critical factors that affect the salability of a property? What tool can we use to help your sellers determine the best list price for their house? What is a Competitive Market Analysis? An of a property s current market value based on recent sales of similar houses with similar features. Pricing Analysis Grid Found on TeamERA.com Listing Presentations 2015 ERA Franchise Systems LLC All rights reserved. -2-

22 What is a Pricing Analysis Grid? A way for sellers to determine a competitive for their property. The Pricing Analysis Grid makes it easier to: Show the seller a price range of similar properties that: 1) 2) 3) Removes from the pricing process Help the sellers determine the to place their property on the market for Completing the Pricing Analysis Grid: Step 1: Selecting comparable properties: Gather information on the most similar houses in three different categories. o Sold o For Sale o Didn t Sell ERA Franchise Systems LLC All rights reserved.

23 Completing the Pricing Analysis Grid: Step 1: Selecting comparable properties criteria: o Size o Number of Bedrooms and Baths o Location o Style o Lot o Age o Time Frame Step 2: Enter information into the gray areas of the form: o Seller s information on the top of the form o Comparables on the bottom of the form The rest is automated! 2015 ERA Franchise Systems LLC All rights reserved. -4-

24 How do you present the Pricing Analysis Grid to the Sellers? 1. Mr. and Mrs. Seller, I have completed a Pricing Analysis Grid. This grid gives you the information to make an educated decision on where to position your property on the market to get it sold for the highest possible price and in the least amount of time. 2. First, I ask the computer for properties similar to yours that have sold in the last # of months. This tells us what buyers are willing to pay for properties similar to yours in today s market. 3. Next, I ask the computer for properties similar to yours that are on the market. When you purchased this house did you look at others and compare? Do you think buyers now do the same thing? Probably. This lets you know the price range of similar houses that buyers will be looking at and comparing. 4. Last, but very important I ask the computer for properties similar to yours that did not sell. These properties were rejected by the buyers and tell us what buyers are not willing to pay for properties similar to yours in today s market. 5. My question to you Mr. and Mrs. Seller, where would you like to position your property in the market, to be sold, on the market or expired? 6. Just put an X on this lower line where you would like to position your property in the market. (Be quiet and let the seller contemplate their decision.) ERA Franchise Systems LLC All rights reserved.

25 Pricing Analysis Grid Dialog Suggestions: 1. I the computer 2. for properties to yours 3. Where do you want to your property in the marketplace to be sold, on the market, or expired? What are the different counseling sessions you could/should use the PAG? Marketing Every days Every time you receive an When Representing Presenting the Counter Offer Private Seller - FSBO Expired Seller The Saleability Rating makes it easier to: Shows the seller the of their house selling. Gives the Seller to increase their chances of selling. Removes from the process. Shows you the Seller s and helps you decide if you want the listing ERA Franchise Systems LLC All rights reserved. -6-

26 ERA Franchise Systems LLC All rights reserved.

27 ERA Gold Star Property Requirements: House in Move in Condition ERA Home Warranty A Seller Disclosure on file 180 Day Minimum Listing Lock Box (if allowed) Yard Sign (if allowed) Open House Minimum 6 photos Priced within 5% of Competitive Market Analysis ERA Gold Star Property on TeamERA.com Listing and Selling Tools ERA Gold Star Property Ready Set Sell under Resources What are the different counseling sessions you could/should use the Saleability Rating? Marketing Every days Private Seller Expired Seller 2015 ERA Franchise Systems LLC All rights reserved. -8-

28 ERA Absorption Rate The Absorption Rate makes it easier to: Determines # of months supply of houses for sale. Lets the Sellers know how long it will take to sell their house. Use to coach the Seller why they need to price it right and in great condition ERA Franchise Systems LLC All rights reserved.

29 What other scenarios could we use the Commitment to Service for? 2015 ERA Franchise Systems LLC All rights reserved. -10-

30 Field Assignments: Contact 10 Centers of Influence Contact 1 Expired Listing Contact 1 Private Seller Hand out at least 5 Business Cards a day Complete Daily Planner each day Preview 3 houses in your market area ERA Franchise Systems LLC All rights reserved.

31 ERA Virtual AccelERAtion Student Workbook - Session 4 Instructor: Technical Support: Jackie Gray Jackie.gray@era.com Session 4 After completing this Session you will be able to: Demonstrate skill in delivering the Marketing Presentation Agenda Demonstrate effective questioning using techniques Field Assignment Debrief:

32 ERA Marketing Presentation allows you to: Uncover the seller s Determine seller s motivation Present solutions Ask for the 4 Stages of the ERA Marketing Presentation: Rapport Building Marketing Presentation We walk up to the door, what do we do? How do we build rapport? 2014 ERA Franchise Systems LLC All rights reserved. -2-

33 Where do we do the presentation and how do we get there? What should the seating arrangement be? Let s Get Started: Our Approach Our Approach (name) and (name) I want to thank you for the opportunity to meet with you this (afternoon/evening) to discuss your real estate needs. I hope to earn your business and to get started working together! ERA Franchise Systems LLC All rights reserved.

34 Agenda: Agenda 1. Before we begin, I want to take a moment to explain how I work so you know what you can expect from me as your real estate consultant. First I would like to ask you a few questions so I can better understand your situation. 2. We will then discuss the marketing of your house and the unique ERA services that best fits your situation for an effective marketing plan. Next we will review the current market conditions and discuss a pricing strategy for your house based on today s market and your needs I will then share with you some key information why ERA (company name) is such a successful company in the (location) marketplace and I will also convey my service credentials. Hopefully at that time we will make a mutual decision to move forward and get your house on the market. How does that sound? Great let s get started! 2014 ERA Franchise Systems LLC All rights reserved. -4-

35 What does the Agenda Statement Accomplish? Lets the Sellers know how you plan to Puts the Sellers at ease to know your purpose and direction Test the Sellers about hearing what you have to say Marketing Presentation Understanding Your Situation ERA Franchise Systems LLC All rights reserved.

36 Marketing Presentation Understanding Your Situation 2014 ERA Franchise Systems LLC All rights reserved. -6-

37 Marketing Presentation Understanding Your Situation ERA Franchise Systems LLC All rights reserved.

38 Field Assignments: Contact 10 members of your circle of influence Contact 1 expired listing Contact 1 FSBO Give away at least 5 business cards a day Preview 3 houses in your market Complete your daily planner Review ERA Home Protection Plan Application Customize your Marketing Presentation Add Company Name Do you want to change any wording? Do you want to change any pictures? Save Presentation to Your Computer Practice the Marketing Presentation Rapport Building Agenda Questions Restate 2014 ERA Franchise Systems LLC All rights reserved. -8-

39 ERA Virtual AccelERAtion Student Workbook - Session 5 Instructor: Technical Support: Jackie Gray Jackie.gray@era.com Session 5 After completing this Session you will be able to: Demonstrate skill in delivering the ERA Marketing Presentation through Additional Marketing Opportunities Field Assignment Debrief:

40 ERA Marketing Presentation Recap: Knock on Door: Rapport Building: Location: Seating: Our Approach: 2014 ERA Franchise Systems LLC All rights reserved. -2-

41 Agenda: Understanding Your Situation: ERA Franchise Systems LLC All rights reserved.

42 Selling Your Property Marketing Now that I know your situation, let s discuss the unique marketing tools ERA (company name) can offer in marketing your house. S V C Service: Value: Confirmation: 2014 ERA Franchise Systems LLC All rights reserved. -4-

43 Service: Online Listing Providers Value: Confirmation: Service: Responsive Website Value: Confirmation: ERA Franchise Systems LLC All rights reserved.

44 Service: House on You Tube Value: Confirmation: Service: LeadRouter for ERA Value: Confirmation: 2014 ERA Franchise Systems LLC All rights reserved. -6-

45 Service: TEXT ERA Value: Confirmation: Service: ERA Mobile App Value: Confirmation: ERA Franchise Systems LLC All rights reserved.

46 ERA Home Protection Plan Which toaster? What is the ERA Home Protection Plan? An agreement between AHS Warranty Services and the contract holder In the event of a covered breakdown, it will be arranged for a qualified service contractor to repair or the covered item. Home Warranties are rapidly increasing Consumer awareness and acceptance Branding products More prevalent One stop Value of the warranty Marketing Tool Risk management ERA Seller Protection Plan Agree to provide for at closing Coverage while on the market 2014 ERA Franchise Systems LLC All rights reserved. -8-

47 ERA Buyer Protection Plan Coverage begins day of closing and for 1 year Options to ERA Home Protection Plan Anyone can purchase Helps you as a real estate professional: Distinguish yourself in the marketplace Increased satisfaction Build business Buyers of your listings Reduce risk of liability Avoid negative post-closing involvement focus on next transaction ERA Buyer Protection Plan Benefits: Increased confidence in home purchase Relief from some of the expenses of unexpected breakdowns on covered items Affordable, flexible and plans Access to a network of service contractors ERA Seller Protection Plan Benefits: Distinguish their property from other listings Boost buyer confidence Reduce in post-sale issues Discourage downward price negotiations Review Application: Sellers Coverage Buyers Coverage New Options Processing ERA Franchise Systems LLC All rights reserved.

48 Application Processing: Call Fax Mail Online or TeamERA.com ERA Resources ERA Home Protection Plan Application - Every Seller and every buyer signs: yes they want it no they don t Service: 1. Call ERA Home Protection Plan candidates: First time buyers New Construction Investment Properties Expireds Customer Retention: Satisfaction Notice of Claims Adopt One Stop Shop 2014 ERA Franchise Systems LLC All rights reserved. -10-

49 The ERA Home Protection Plan : Allows the Agent to set themselves apart from the competition Increases customer satisfaction Reduces risk of TeamERA.com ERA Resources ERA Home Protection Plan Service: ERA Home Protection Plan Value: Confirmation: ERA Franchise Systems LLC All rights reserved.

50 Additional marketing opportunities include: Along with the expansive internet presence and the ERA exclusive tools, we also have additional marketing opportunities we will be using to expose your house to the most potential buyers out there. I am curious, of all the services we just covered, which one really caught your eye? That is a tremendous service and only available through ERA (company name). Field Assignments: Contact 10 members of your circle of influence Contact 1 expired listing Contact 1 FSBO Give away at least 5 business cards a day Preview 3 houses in your market Complete your daily planner Practice the Marketing Presentation through Additional Marketing Opportunities 2014 ERA Franchise Systems LLC All rights reserved. -12-

51 ERA Virtual AccelERAtion Student Workbook - Session 6 Instructor: Technical Support: Jackie Gray Jackie.gray@era.com Session 6 After completing this Session you will be able to: Demonstrate skill in delivering the ERA Marketing Presentation Field Assignment Debrief:

52 Now I would like to take some time to discuss the current market conditions. Knowing and understanding today s marketplace can help you make the right decisions for you and your family. As we know, pricing is one of the critical sales tools, and understanding the dynamics of pricing is essential to a successful sale. The average sales price will help determine a marketing strategy. Let s take a look at where your property falls in comparison to the average sales price for the marketplace ERA Franchise Systems LLC All rights reserved. -2-

53 Edit Charts: Another key number that is important to you is the percent of asking price received. This is the percentage of what sellers are receiving of their asking price on average, listing price verses sales price. Currently in the marketplace that number is %. average is %. My list price to sales price As you can see my number is higher than the MLS average. The benefit to you is you will net more dollars on average working with me over other agents. Would this help you achieve your goal? ERA Franchise Systems LLC All rights reserved.

54 Along with price, it is also important that we discuss average days on market. The shorter market time means more money in your pocket from the sale of your house. As you can see my average days on market are less than the average for other agents in our area. The benefit to you, when you increase market time, you end up decreasing sales price. How does a higher price and quicker sale sound to you? Now that we have talked about pricing and days on market, let s discuss how sellers are actually faring in their quest to sell. We call this List-to-Sale Ratio. Out of the houses listed, how many of those actually sell. As we know many factors influence that number. of the houses on the market sells. On the other hand, of the houses I list, % sell. wouldn t you agree? Today in our marketplace, % There is quite a difference These numbers we just discussed are really important in obtaining your goal. Can you see by working with me you have a greater chance of getting a higher price, a faster sell and a greater chance of selling? 2014 ERA Franchise Systems LLC All rights reserved. -4-

55 (name) and (name) our next step is to determine the value of your house based on today s market conditions we have discussed. Determining Fair Market Value - Agents and companies have been using the Competitive Market Analysis for some time. What they look at is the recent data on houses that have sold and failed to sell. This will help understand what the market is saying about the value of your house ERA Franchise Systems LLC All rights reserved.

56 We at ERA (company name) then take the data from the CMA and create an ERA Pricing Analysis Grid. This tool gives us a clear and compelling picture of what buyers are willing to pay in today s market, your competition, and most importantly what failed to sell. (name) and (name) this graph shows all the results you need to make the best decision for you and your family. Where would you like to position your property in the market place to be sold, on the market, or expired? We also need to take into consideration the absorption rate. This is a critical number that helps determine the expected marketing time and calculates where to position your house in the marketplace in terms of price and condition to sell quickly. Let s look at what the absorption rate tool tells us about the marketplace and the value of your house ERA Franchise Systems LLC All rights reserved. -6-

57 After we have put your house on the market and successfully secured a buyer, that buyer will most likely obtain a mortgage on the property. The mortgage company will require an appraisal where an independent 3 rd party will determine the value of the property. Appraisers are more cautious today about property values, comparable sales and home condition issues. We have tools to make this challenging process smoother for our clients. We wouldn t want the deal to fall apart at this point, would we? (name) and (name) I want to briefly demonstrate the benefits we have to offer you at ERA (company name) as well as my credentials ERA Franchise Systems LLC All rights reserved.

58 2014 ERA Franchise Systems LLC All rights reserved. -8-

59 I know we have covered a lot of information in our consultation today. There is one more thing I would like to share with you. It is my Commitment to Service. As part of my service package I will put in writing and commit to doing the items we discussed today. Let me go over the commitment with you. We began talking about what your goals are for you and your family. Those are still the most important items on the agenda, making those happen for you in the time frame you want. I am ready to make those goals become a reality. Shall we complete the paperwork and start preparing your home for the market? ERA Franchise Systems LLC All rights reserved.

60 Field Assignments: Contact 10 members of your circle of influence Contact 1 expired listing Contact 1 FSBO Give away at least 5 business cards a day Preview 3 houses in your market Complete your daily planner Practice and Customize the Marketing Presentation Send Scorecard to Instructor by Monday Evening 2014 ERA Franchise Systems LLC All rights reserved. -10-

61 ERA Virtual AccelERAtion Student Workbook - Session 7 Instructor: Technical Support: Jackie Gray Jackie.gray@era.com Session 7 After completing this Session you will be able to: Demonstrate skill in delivering the ERA Marketing Consultation Field Assignment Debrief:

62 ERA Marketing Presentation Objectives: Engage the sellers. Understand their true motivation. Increase their sense of urgency. Use S-V-C. Ask for the listing (if we want it). Make note of the great things we hear and anything we should do differently next time. Knock on the Door Build Rapport 2014 ERA Franchise Systems LLC All rights reserved. -2-

63 Direct to Location Our Approach Agenda ERA Franchise Systems LLC All rights reserved.

64 Understanding Your Situation Selling Your Property Marketing ERA.com Powered by ERA.com Online Listing Providers 2014 ERA Franchise Systems LLC All rights reserved. -4-

65 Responsive Website ERA Real Estate You Tube Channel LeadRouter for ERA ERA Franchise Systems LLC All rights reserved.

66 Text ERA ERA Mobile App ERA Home Protection Plan 2014 ERA Franchise Systems LLC All rights reserved. -6-

67 Additional Marketing Opportunities Selling Your Property Market Conditions Average Sale Price ERA Franchise Systems LLC All rights reserved.

68 Percent of Asking Price Received Days on Market List-to-Sell Ratio 2014 ERA Franchise Systems LLC All rights reserved. -8-

69 Selling Your Property - Pricing Determining Fair Market Value - Competitive Market Analysis Pricing Analysis Grid ERA Franchise Systems LLC All rights reserved.

70 Absorption Rate Home Appraisal ERA Broker Company 2014 ERA Franchise Systems LLC All rights reserved. -10-

71 ERA Agent Commitment to Service: Shall We Get Started? ERA Franchise Systems LLC All rights reserved.

72 Thoughts: Field Assignments: Contact 10 members of your circle of influence Contact 1 expired listing Contact 1 FSBO Give away at least 5 business cards a day Preview 3 houses in your market Complete the success planner each day Practice the Marketing Presentation 2014 ERA Franchise Systems LLC All rights reserved. -12-

73 ERA Virtual AccelERAtion Student Workbook Session 8 Instructor: Technical Support: Jackie Gray Jackie.gray@era.com Session 8 After completing this Session you will be able to: Demonstrate the ability to answer objections when given situations Field Assignment Debrief:

74 Handling Objections: It is good to hear an objection? What does it mean? What are the 5 steps in handling an objection? ERA Franchise Systems LLC All rights reserved. -2-

75 Handling Objections: Step 1 Restate the Objection Step 2 Understand and Empathize Step 3 Exclude all Others ERA Franchise Systems LLC All rights reserved.

76 Handling Objections: Step 4 Answer the Objection Step 5 Tie Down Their Acceptance of the Answer When answering an objection the first 3 steps allow you to: ERA Franchise Systems LLC All rights reserved. -4-

77 Handling Objections: ERA Franchise Systems LLC All rights reserved.

78 Handling Objections Skill Development: Objection: Another agent will list my house for several thousand dollars more. 1. Restate: 2. Empathize: 3. Exclude: 4. Answer: Answer: Answer: 5. Tie Down: 2014 ERA Franchise Systems LLC All rights reserved. -6-

79 Handling Objections Skill Development: Objection: Another agent said they would list for a lower commission. 1. Restate: 2. Empathize: 3. Exclude: 4. Answer: Answer: Answer: 5. Tie Down: ERA Franchise Systems LLC All rights reserved.

80 Handling Objections Skill Development: Objection: Want to interview other agents. 1. Restate: 2. Empathize: 3. Exclude: 4. Answer: Answer: Answer: 5. Tie Down: 2014 ERA Franchise Systems LLC All rights reserved. -8-

81 Handling Objections Skill Development: Objection: I am concerned because you are a new agent. 1. Restate: 2. Empathize: 3. Exclude: 4. Answer: Answer: Answer: 5. Tie Down: ERA Franchise Systems LLC All rights reserved.

82 Handling Objections Skill Development: Objection: We don t want to sign a listing agreement for a 6 month term. 1. Restate: 2. Empathize: 3. Exclude: 4. Answer: Answer: Answer: 5. Tie Down: 2014 ERA Franchise Systems LLC All rights reserved. -10-

83 Handling Objections Skill Development: Objection: We have a friend in the business. 1. Restate: 2. Empathize: 3. Exclude: 4. Answer: Answer: Answer: 5. Tie Down: ERA Franchise Systems LLC All rights reserved.

84 Handling Objections Skill Development: Objection: 1. Restate: 2. Empathize: 3. Exclude: 4. Answer: Answer: Answer: 5. Tie Down: 2014 ERA Franchise Systems LLC All rights reserved. -12-

85 Handling Objections Skill Development: How will you practice Overcoming Objections? Field Assignments: Contact 10 Centers of Influence Contact 1 Expired Listing Contact 1 Private Seller Hand out at least 5 Business Cards a day Complete your daily planner Preview 3 houses in your market area Attend at least 1 Open House Practice the ERA Marketing Presentation Practice Answering Objections ERA Franchise Systems LLC All rights reserved.

86 ERA Virtual AccelERAtion Student Workbook Session 9 Instructor: Technical Support: Jackie Gray Jackie.gray@era.com Session 9 After completing this Session you will be able to: Identify key marketing resources that can be used in marketing a listing Implement ways to increase activity on a listing Implement Negotiating/Closing Skills with Sellers Field Assignment Debrief:

87 What is a Marketing Action Plan? Why is it important to tailor a Marketing Action Plan for each seller? To ensure that you and the seller share the same To avoid any To help organize your thoughts Let the Sellers choose the they would like Marketing Action Plan Lines 1-10 Lines ERA Mortgage Property Flyer with payment information: TeamERA ERA Resources - Mortgage Create a Mortgage Listing Sheet Toll Free Number 866-PICK-ERA Four to the Door: 1) Get Pre-approved 2) Find Home 3) Return 4) Close on Time 2015 ERA Franchise Systems LLC All rights reserved. -2-

88 ERA Mortgage continued My Choice: 1) Phone 2) In Person 3) Online Special Financing Programs: ERA Mortgage guarantees to: Meet your customer s closing date or reduce the interest rate by 1/8 of a percent for the life of the loan* A same day mortgage decision or they will pay your customer Your customers will be happy you recommended ERA Mortgage or they company will send them $200 on your behalf and they company s letter of apology * Approved, conventional, purchase loans only. ERA Mortgage easy to use: Agent Help Desk Call your office's toll-free mortgage phone number and then press 3 Open 6 days a week Flexible Options TeamERA.com Resources Mortgage ERA Franchise Systems LLC All rights reserved.

89 ERA Mortgage continued TeamERA.com Resources ERA Mortgage Learn Explore Helpdesk Status Mortgage Listing Sheet Customer Retention: Monthly Payments Quarterly Statements One Stop Shop Capture leads 888-PICK-ERA ( ) Marketing Action Plan Template Lines ERA Franchise Systems LLC All rights reserved. -4-

90 Marketing Action Plan Lines Line 19 - Create Property Flyers: TeamERA.com Homepage 1:1 Marketing Launch Xpressdocs Automated Property Marketing: Preferences My Listings o Choose a Listing o Change Template or Product Small Postcards Large Postcards Flyers o Check fields to remove o Refresh and Save Proof o View PDF Format or o Next to ordered printed product ERA Franchise Systems LLC All rights reserved.

91 Line 19 - Create Property Flyers continued Print out and distribute for: Marketing Presentation Visual For Seller Approval Flyer Boxes Direct Mailings Open Houses Neighbors Other ideas? Marketing Action Plan Lines Lines QR Codes: QR Code TeamERA.com Listing Dashboard: View Listing on ERA.com QR Code View Listing YouTube Video QR Code QR Code Generator TeamERA.com Listing and Selling Tools Customer Connection QR Code Generator 2015 ERA Franchise Systems LLC All rights reserved. -6-

92 Marketing Action Plan Template Lines Line 31 - Market to Social Media / Contacts TeamERA.com Social Prospecting My Applications - Listings: Share Post on CraigsList Schedule Open House Share Homes.com Facebook Twitter LinkedIn ERA Franchise Systems LLC All rights reserved.

93 Line 31 - Market to Social Media / Contacts continued TeamERA.com - Marketing 4.0 Social Marketing Line 32 Review ERA Property Video Microsite / Use link TeamERA.com Listing Dashboard View Video or View My Videos 2015 ERA Franchise Systems LLC All rights reserved. -8-

94 Line 32 Review ERA Property Video Microsite continued ERA Property Video Microsite: A unique property web domain Social share buttons to Facebook, Twitter, Pinterest, Google+ and more! Links available to all your property videos in one place Embedded property keywords and meta tags increase SEO Property details are listed right below your video Lead Generation buttons make it easy for customers to contact you directly ERA Property Video Microsite: Video microsites are created automatically for qualifying properties You need at least 6 photos and no more than 25 with photo resolution at least 320 x 240 The first photo listed in CREST will be the first photo in the property video so make it the front of the home! You ll receive a confirmation for each qualifying property with URL directly TeamERA.com Listing Dashboard Export All Listings Video URL m sm Line 39 Review ERA Distinctive Properties The distinctive properties of ERA Real Estate are defined by an understated elegance within unique locations. Listing Criteria: All program listings are curated Listings $1,000,000+ are automatically entered into program Reviewed within 2 days Must maintain overall quality standards $500,000 and above will be eligible pending review Quality of listing description Professional Photography (minimum 12 images but 20+ strongly recommended) Overall listing appeal must be distinctive Distinction Class: Priced at top 10% of their local market Resort (Golf Community, Equestrian, Ski Resort, etc) Historic Waterfront Architectural Significance New or Custom Construction Scenic Views ERA Franchise Systems LLC All rights reserved.

95 m sm Line 39 Review ERA Distinctive Properties $500,000 and above will be eligible pending review In CREST EDG check Distinctive Properties for program review o Quality of listing description o Professional Photography (minimum 12 images but 20+ strongly recommended) o Overall listing appeal must be distinctive ERADistinctiveProperties.com: ERA s elite residences and agents Search capabilities o Waterfront o Resort o New Construction o Scenic Views o Custom Homes Virtual Certification Classes: Distinctive Properties Overview Program & Tools The Consultant Understanding the Buyers and Sellers Marketing the Properties Next Steps Tools to assist members in the luxury market: ERADistinctiveProperties.com Yard Signs and Riders Virtual Home Staging Tool Discounted Rates for major luxury print publications Business Cards and Brochures Unique Homes Publication FaceBook Group Think Distinct Webinars Designation Member Resource Center on TeamERA.com Certification Classes Additional Information: TeamERA.com Listing and Selling Tools ERA Distinctive Properties 2015 ERA Franchise Systems LLC All rights reserved. -10-

96 Line 40 - ERA Sellers Security Plan Grow your business with a proven program to: Generate New Listings Position Homes to Sell Turn Over Backed by ERA Franchise Systems LLC Broker Requirements: Be in good standing to ERA Franchise Systems LLC Complete SSP training annually Take and pass the online test Execute the Participation Agreement Annually designate agents to complete certification Agree to an annual SSP review using a broker scorecard. Agent Requirements: Be designated by their brokers to take the online certification course Complete the online certification course Pass the online Complete certification course with broker designation annually 1 st Step Certification Cannot use or promote the program without being certified ERA Franchise Systems LLC All rights reserved.

97 Line 40 - ERA Sellers Security Plan continued TeamERA.com Listing and Selling Tools ERA Sellers Security Plan FAQ s Required Calculations Sellers Security Plan Brochure Broker Requirements Agent Requirements Client Requirements Opt-Out Customer Application Process Lead Generation: Builders Assisted Living Facilities Corporations Important Legal Information: Conditions and limitations apply: including but not limited to: seller and house must meet specific qualifications, and purchase price will be determined solely by ERA Franchise Systems LLC, based upon a discount of the home's appraised value. Additionally, a second home must be purchased through a broker designated by ERA Franchise Systems LLC ERA Franchise Systems LLC All rights reserved. -12-

98 Marketing Action Plan - Customization Negotiating for the Sellers: Step 1: Setting the Appointment with the Sellers to present the offer: Who should make the appointment? Where should the appointment be? Who should be included? Step 2: Prepare for the appointment: Review Offer: Financing Buyer Approval Letter Personal Property Included Contingencies Possession Date Closing Date Earnest Money Price ERA Franchise Systems LLC All rights reserved.

99 Negotiating for the Sellers continued Step 3: Prepare for the appointment: Review: Financing Buyer Approval Letter Verification of Funds if Cash Personal Property Included Contingencies Possession Date Closing Date Earnest Money Price Documents to prepare: Pricing Analysis Grid Showing Records Buyer/Agent Comments Seller s Net Sheet Make Copies 2015 ERA Franchise Systems LLC All rights reserved. -14-

100 Negotiating for the Sellers continued Step 4: Appointment with the Sellers Review Marketing Efforts: 1) Showing Records 2) Agent Comments 3) Buyer Comments Review Offer: 1) Buyers - personalize 2) Financing - Buyer Approval Letter 3) Personal Property Included 4) Contingencies 5) Possession Date 6) Closing Date 7) Earnest Money 8) Price: a) PAG b) Seller s Net Sheet 9) Options: a) accept b) reject c) counter ERA Franchise Systems LLC All rights reserved.

101 Once Office is Accepted Stay in communication with: 1. Sellers 2. Lenders 3. Attorneys 4. Closing Agent 5. Inspectors (attend inspection) 6. Buyers Agent Closing Date Set Contact Sellers by phone, , text - confirm 1. Location of closing 2. Bring Certified Check if needed 3. Drivers License 4. Keys Garage Door Openers and code 5. Misc. Before Closing Review Closing Statement Meet with Sellers and Review Closing Statement After Closing Seller Closing Gift Copy Closing Statement prepare for mailing to Sellers 1 st of year Set up Sellers personal dates into Contact Management 2015 ERA Franchise Systems LLC All rights reserved. -16-

102 Field Assignments: Contact 10 Centers of Influence Contact 1 Expired Listing Contact 1 Private Seller Hand out at least 5 Business Cards a day Complete your daily planner Preview 3 houses in your market area Practice the ERA Marketing Presentation Create a Marketing Action Plan on a Listing ERA Franchise Systems LLC All rights reserved.

103 ERA Virtual AccelERAtion Student Workbook - Session 10 Instructor: Technical Support: Jackie Gray Jackie.gray@era.com Session 10 After completing this Session you will be able to: Uncover a buyer s motivation and urgency using appropriate questioning strategies Be aware and able to determine if a buyer is financially able to purchase a home Differentiate between pre-qualified and pre-approved Apply the process to qualify a buyer through ERA Mortgage Understand the process of showing properties Identify when a buyer is giving you a closing signal Describe different negotiating techniques Set Goals Calculate your projected income by using the Personal Income Worksheet Plan Field Assignment Debrief:

104 Working with Buyers: 1 st step when working with Buyers? Before continuing to work with Buyers, we need to know 3 things: Are they: 1) 2) 3) How can we determine if they are ready, willing and able? Pre-approved: Pre-qualified: ERA Mortgage Pre-approval Process: Step 1) Call the ERA Step 2) Let the mortgage take over Step 3) The buyer receives a pre-approval letter by fax or and an application package by mail ERA Franchise Systems LLC All rights reserved. -2-

105 Incoming Call: Showing Properties: What do you want to ask before determining which properties to show? How are you going to select properties to show? ERA Franchise Systems LLC All rights reserved.

106 Before showing the Buyers properties, what should you discuss with them? What items should you have with you when showing properties? Business Note Pad Pens Calculator Sales Flash Light Tape Measure Water Buyers Information Information about each property Must Have / Like to Have List Map Thank You Notes w/business Card What items should you give the Buyers in a folder with showing them properties? Business Card Note Pad/Clip Board Pen Information about each Must Have / Like to Have List Map mark location of each property and route Relocation Packet Sales Agreement 2012 ERA Franchise Systems LLC All rights reserved. -4-

107 What items should you the buyers bring when looking at properties? Check Letter Photo On your way to the property, what should you point out? Shopping Parks Libraries Transportation Neighborhood Information Other amenities When you get to the property let them go in first, why? If you show a room that is small: Showing property: Let each tell a story Ask questions to help them how they would use the room help the room come alive. Point out the Buyers may have missed. Have buyers write their on the MLS sheet ERA Franchise Systems LLC All rights reserved.

108 When you leave the house, what should you do? Leave the house the way you Leave Thank You on counter When you leave the house what do you ask the Buyers? What did you about this house? What did you about this house? Write it down on the property information sheet Rate the house on a Scale After showing the 2 nd house, what do you ask them? What did you like about this house? What did you not like about this house? Write it down on the property information sheet Rate the house on a Scale 1-10 Now what do you do? Compare properties using the notes: Discuss the likes and dislikes of each property. How was each scored 1 10? Then one! 2012 ERA Franchise Systems LLC All rights reserved. -6-

109 How will you know if buyers are really interested in a house and they think this might be the one for them? Comments or actions from the buyer, either conscious or subconscious, that tell you that they may be ready to buy the home. Examples: Closing Signal or Statement Once the buyers have narrowed it down to two homes, how can you assist them in deciding which one meets their needs the best? Compare and Offer: What if the buyers want to write an offer on a property? What are the steps? 1. Show Buyers data of that have sold, are on the market, and expired. 2. Discuss items and not. 3. Explain the Contract ERA Franchise Systems LLC All rights reserved.

110 After the offer is written, what are the steps involved in negotiating? 1. Setting the Appointment with 2. Personalize the Buyers 3. Documentation 4. Discuss the Offer a. Pricing Analysis Grid b. Competitive Market Analysis Counter Offer and Negotiations: 1. Setting the Appointment 2. Discuss Counter 3. Inform the Buyers they are the the Sellers will take less than the list price 4. Ask them to or 5. If they Reject then discuss Counter 2012 ERA Franchise Systems LLC All rights reserved. -8-

111 Once offer is accepted: 1. Contract to Institution 2. Begin Inspection Process (if applicable) 3. Take care of any other 4. Stay in communication with: a. Buyers b. Seller s Agent c. Lenders d. Attorneys e. f. Inspectors Closing date set: 1. Contact Buyers by phone, , text and confirm: 2. of closing 3. Bring Certified Check 4. Bring proof of 5. Photo ID 6. Check Book if needed 7. Misc. Walk Through: ERA Franchise Systems LLC All rights reserved.

112 Once you receive the HUD Closing Statement, what should you do? 1. Review 2. Go over with Buyers After Closing: 1. Set up Buyers personal dates into Contact Management 2. Deliver to House: a. Closing Gift b. Home Protection Plan Information c. Other ideas? 3. Enroll Buyers into ERA 4 Year Buyer Follow Up Print Program provided by ERA: TeamERA.com 1:1 Marketing - Xpressdocs o ERA Buyer Follow Up Program o Manage Follow Up Program 2012 ERA Franchise Systems LLC All rights reserved. -10-

113 ERA Buyer Follow Up Program 4 Years 3 Mailings per year No cost if closed and paid within 30 days $12 add additional properties ERA Buyer Follow Up Upgrade 7 years 3 mailings per year $9 upgrade fee for buyers eligible for free program $21 to add additional properties not eligible for the free program Review: Why are you in real estate? Goal Setting: Helps let you decide what you Keeps you from getting along the way Helps keep you Shows you the by which you will achieve your goals Will help you be successful ERA Franchise Systems LLC All rights reserved.

114 How much do you need? How are you going to get there? Goal (Income) Sale Listing Presentation Appointment - How much prospecting do you need to do to accomplish your goal? 2012 ERA Franchise Systems LLC All rights reserved. -12-

115 How are you going to make sure you prospect to accomplish your goal? ERA Franchise Systems LLC All rights reserved.

116 Secrets to Success: Contact 10 Centers of Influence Contact Expired Listings Contact Private Sellers Hand out at least 5 Business Cards a day Complete Success Planner/Daily Planner each day Preview houses in your market area Practice the ERA Marketing Presentation Attend Open Houses Hold Open Houses Surf TeamERA.com Attend Courses Attend the ERA International Business Conference Always There for You: Instructor: Technical Support: Jackie Gray Jackie.gray@era.com ERA Answers Line: ERA Franchise Systems LLC All rights reserved. -14-