From Listed to SOLD - How to Sell Those Listings You Work So Hard to Get!

On Wednesday evening, Loreena Yeo joined me in the SWS Studio to talk with me (and a few hundred of y'all*) about "Pricing it Right - Helping Your Seller See the Light!" Well, I graciously let Loreena go first, thinking I'd get *my* turn soon, but it wasn't to be. Not that Loreena was a microphone-hog or anything - not at all, but the audience clearly wanted to hear more from her than the time I'd allotted was going to allow.

So, being the primary decision-maker here in the SWS Studio, I made the executive decision to save my thoughts for a later day and let Loreena continue to wow the crowd for the entire 75 minute show.

(I just scheduled the follow-up show for August 7th. If you'd like to join us, go here to register: www.SellwithSoul.com/proper-pricing.)

As the title implies, the topic of the seminar was how to persuade a reluctant seller to price his or her home properly so that it will sell. Sure, KNOWING what that right price is is important, but being able to communicate it effectively might be even more so.

Loreena shared some great strategies and while I won't describe all of them here, here are some of my favorites.

1. Come in armed with your stats
Loreena's listings enjoy a way-below-average DOM, a higher-than-average list-to-sold price ratio and an extremely low fall-out rate (listings that don't sell). In her early conversations with a seller prospect, she shares her statistics with him or her, which accomplishes several things. First, it clearly demonstrates that whatever she's doing is working, which inspires sellers to want to know more. Second, it lends credibility to her CMA and pricing recommendation and third, it helps her turn down overpriced listings because she can respectfully say that her record is important to her and she's not willing to risk it taking a listing she knows she can't sell.

Of course, using this strategy requires that you have a good track record! (And we're going to talk about that at the next SWS Teleseminar, How to Be the Best Thing to Ever Happen to Your Seller. Details here: www.sellwithsoul.com/best-thing.)

2. Spend quality (and quantity) time preparing your CMA
Being oh-so-efficient is way over-rated. Loreena spends several hours poring over her CMA reports so that she is intimately familiar with exactly what those facts and figures are telling her. When she is in front of a seller, she knows her stuff and it's obvious to the seller that she knows her stuff. This gives her tremendous personal power when talking about price.

Conversely, if you wing it, a seller can easily fluster you with his protests that: "The house down the street sold for way more than THAT!" or "The other agent we talked to gave us a much higher price than THAT!"

3. Don't try to be "listing specialist"
I've been singing this song for years. If you work with buyers, you'll be a far better listing agent. After all, who buys listings? Buyers, right?! If you don't hang out with them (buyers) on a regular basis, how will you know how they think, what they want and how much value they place on certain amenities over others?

4. And my favorite from the evening... After you've presented your data, sit back and smile sweetly
Loreena described how she comes armed with lots of paper - charts, graphs, lists, reports, summaries, etc... which she spreads out on the table for the seller to review. Once she's delivered her analysis of all this paper, she sits back and smiles sweetly, and lets the seller take it from there. Numbers don't lie and she just presented a lot of non-lying numbers. With her body language, she subtly forces the seller to acknowledge them.

Oh, there was so much more, but I'm outta time for today ... THANKS Loreena for sharing your wisdom. Can't wait to do it again!

* As you may know, Loreena is Chinese and English is not her first language. She speaks English exceptionally well, but she does have a charming accent. Anyway, during the show she used the word "y'all" in her cute Chinese accent which cracked me up (good thing I had my phone on mute). Must be the Texas influence...

Got a question yesterday from an agent who was referred to a potential seller by an acquaintance.  However, the acquaintance warned the agent (let's call him Sam) that the seller has a "friend who will list the house really cheap," so Sam may not have a chance at procuring the listing.

Sam asked me how I would approach the situation - how would I respond if the topic of commission comes up in their initial phone conversation? And how would I go about persuading the seller that I'm worth my "full" fee and that the "friend" may not even be worth her discounted one?

Wanna know what I told him? Okay, twist my arm.

First, I always recommend that we be upfront about what we charge if asked. I don't believe in deflecting the issue because it puts us in the position of being a salesperson instead of the professional advisor I feel we are. So, if Mr. Seller were to say "Sam, what do you charge to sell a home?" I'd advise Sam to answer the question without hesitation. No hemming, no hawing, no creative avoidance. Just get it out there on the table.

"My fee is X% to sell a home, which includes the buyer agent's fee of Y%"

If the seller responds with "Well, I have a friend who will do it for X-minus-2%..." Sam can say: "That's great - and that might be the best deal for you. But I'd still be happy to get together and talk about your situation, so you can be sure you're making the right decision. No pressure, I promise. And I'll respect whatever decision you make."

Reverse psychology ("that may be the best deal for you") works great here!

If the seller agrees to meet with you, that means he's probably open to paying your fee, if you can prove you're worth it.

And as you probably know if you read much of my stuff, that's a BIG DEAL to me - actually being WORTH the fee you charge... and knowing you're worth that fee. Getting the point of being and knowing you're worth it might take some time and soul-searching, but it's well-worth every minute.

(And by the way, BEING worth your fee has nothing to do with how much you NEED that fee).

Anyway, I digress.  Next question - once you're face to face with the seller - should you address the issue of your competition's lower fee head-on?

Whatcha' think? (I'll share my thoughts tomorrow.)

I read a featured blog the other day written by an agent who was regretting not insisting on a buyer agency agreement and was subsequently ditched by the buyers she was working with. She was disappointed, and in her blog, reconfirmed her commitment to always get that agreement in place before investing much time in a new buyer client.

Fair enough. I disagree with the agent's conclusion that the solution to being ditched by a buyer is a written contract, but that's okay. To each his own.

But one of the many comments on the blog caught my eye. It was something about how now that we're in a new decade; it's a perfect time to set new priorities. In this case, the commenter meant that he or she intended to be even more committed to getting those agreements signed before working "for free."

Again, fair enough.

But it occurs to me (yep, here comes a soapbox) that it would do us and our industry far more good if we set our priorities a little higher. If we set them based on what the customer wants and needs, rather than on what we want and need. Don't get me wrong, I'm all about looking out for #1, but when you put your customers first, my experience has been that Your Favorite Real Estate Agent benefits right alongside!

So... how about instead of making it a higher priority to be more diligent about contractually obligating your buyers to you... you commit to making yourself indispensable to your buyers so that no contract is necessary?

How about instead of making it a higher priority to more efficiently beat the streets looking for more and more and more and more listings... you commit to figuring out how to sell the listings you already have?

If we shift our industry's priorities away from the face in the mirror and focus them on the consumer we're licensed, hired and well-paid to serve, I promise you we'll all benefit. Our buyers will buy and our listings will sell, so we'll attend more closings and see more repeats & referrals.

It really might be that simple!

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Your listing agreement is signed and you're heading out to install the lockbox and yard sign for your fabulous new listing! By this afternoon, the property will be entered into the MLS, and hopefully your fancy-schmantzy home brochures will be delivered by the end of the week.

Whew! You're done, right? Time to move onto the next listing prospect!

Well, that's up to you, but I don't recommend it.

Those first two weeks of a new listing provide a beautiful window of opportunity to knock the sox off your seller and cement your position as his or her all-time favorite real estate agent. Oh, and by knocking the sox off your new seller out of the gate, you'll buy yourself a little grace if, down the road, you unintentionally drop the ball (it happens)!

When you put a new listing on the market, strive to have contact with my seller every single day for the first week; and into the second week if possible. Remember, while listing another home may be just another day at the office for us, it's a monumental event for most home-sellers. They are watching your every move (or lack of movement) very closely - AND - commenting on those moves (or lack thereof) to their peers.

So, what can you do to knock some sox those precious first two weeks of a new listing?

• Send the sellers a copy of the MLS listing and ask for their blessing
• Send the sellers a draft of the home brochure and ask for their blessing
• Schedule the first open house
• Create and deliver your first State of the Market report
• Deliver feedback from showings, if any
• Send links to your online advertising (Your Virtual Tour, Craigslist, Postlets, Realtor.com, your blog, etc.).
• Ask seller to distribute the virtual tour to his social network.
• Drop off brochures
• Do your Open House
• Deliver feedback from Open House
• Ask sellers how they feel the process is going so far
• Preview any new competition and share your feedback
• Call to check on brochures - do we need more yet?
• Prepare a market report with the number of showings and virtual tour hits, along with an update on the status of the competition.

After the first two weeks, you can slow down your attention a bit, although of course, do continue to provide showing feedback and check on brochures and such. Every 2-3 weeks, send an updated market activity report, and at six weeks, prepare a full CMA and schedule a meeting with the sellers to discuss it.

If your seller feels you're being TOO attentive, he'll probably let you know, but I really doubt that will be a problem!

Any other ideas of reasons to contact a seller? Please share!

After a week away (thank you Robin!), I'm back in the saddle, talking about turning Prospecting Cheese into Soul... Today's topic is the non-cheesy Open House.

First, allow me to pontificate for a moment that I believe the first priority of any open-house-giver is to attempt to sell that house. After all, someone owns that house and has hired you, or an associate of yours to care enough about his listing to try to sell it. And no matter what you tell a seller ahead of time, he really does expect the offers to start pouring in at 4:05. 

So, just remember that your primary obligation is to the seller, not yourself. Lecture over.

(For a discussion on whether or not to even hold open houses, click here for my series on the topic).

All that said, most of us do look at an open house as an opportunity to pick up buyers. Maybe even sellers. So, how can you do that without resorting to Old School Cheese? (That sound kinda gross, doesn't it?)

My best advice for figuring out what NOT to do is to spend a sunny Sunday visiting other agents' open houses. Egads, some of us are cheesy. Or, if not cheesy, just plain dumb, aka, unprepared. I visited an open house last winter and eavesdropped in as a visitor asked the agent how old the furnace was. The agent smiled brightly and said those magic words: "I don't know, but I'd be happy to find out for you!" This piqued my curiosity, so I actually went into the basement and, get this - LOOKED at the furnace. It was obviously brand new. I'd think that anyone who had ever seen a furnace could tell that. Of course, that would have meant that the agent would have had to have made that long journey down the stairs to see for herself - but clearly that was too much to ask.

I've also heard rumors of agents requiring ID before allowing visitors into the property. Okay, maybe in a multi-gazillion dollar home, but your run-of-the-mill listing? Puh-leeeeeaze.

Do I require sign-in? No, I don't. I just don't feel comfy doing it, but it's not something I advise against. When I hold an open house, I'm looking for quality over quantity. I'm hoping to connect with one or two visitors; someone I have a natural rapport with. When I find that rapport with a visitor, it's easy for me to draw them into a conversation about real estate and most of the time; they ask ME for my card. I like that. If I had people sign-in, I know I wouldn't follow-up unless I felt that rapport, so I just don't bother.

When you hold an open house, pretend that there's a hidden camera watching your every move (who knows?). Don't do anything the seller wouldn't approve of. Don't criticize the house (that guest you're talking to might know the seller and report back, or he might be a seller prospect himself and be less than impressed with your professionalism!), or aggressively direct visitors toward your fancy list of "other properties they might consider instead."  It's far less cheesy (and effective) to be able to simply discuss the market conversationally, rather than push a pre-prepared package on guests.

(If you're enrolled in the SWS Winter of Soul, we'll be doing a thorough discussion of Open House Strategies on January 23!)

Next up... non-cheesy greeting cards...

Now that the listing agreement is signed and your FOR SALE sign is in the yard, you're done, right? Onto the next victim prospect to WOW with your fancy listing presentation and 132-point marketing plan! Of course, most of those 132 points are pretty much fluff & nonsense, but by the time you've overwhelmed the seller with your promises of Exceptional Service and Total Commitment, he probably won't notice.

No, he probably WON'T notice at the time, but he'll certainly notice later. The good news is that by then it's too late! He's committed to stuck with you! And you'll be damned if you'll let him out of your listing agreement after you've spent ALL THAT MONEY and ALL THAT TIME on his listing! Besides, he probably won't have the guts to even ask (whew!).

Want to Show Your Seller How Much You (Don't) Care?

It's easy! Just follow these simple steps...

1.  Don't send your seller a copy of the MLS listing entry to get his feedback.

2.  Don't let him know when his house officially goes "on the market."

3.  Don't offer to do an open house, and be sure to argue with him if he asks you to.

4.  Don't call the seller after your open house with feedback.

5.  Don't call the seller after you show his house with feedback.

6.  Don't call after the first few showings just to check in.

7.  Don't monitor showings, but the next time you talk, ask "Have you had any showings lately?"

8.  Put up a brochure box, but never fill it (or let it stay empty after the first batch is gone).

9.  Don't send the seller copies of your advertising.

10.  Don't contact the seller at all until it's time to ask for price reduction or to extend the listing.

If you follow these simple instructions for each and every one of your listings, you will be assured a long, glorious career of prospecting, prospecting, prospecting to keep that pipeline filled! You'll never have to worry about repeat or referral business distracting you from your all-important prospecting schedule...

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Glad you stuck with me through the Monkey Series! You made it all the way to the punch line.

In case you just stumbled onto this series, you should probably read it from the beginning - starting here. Or not. Your call.

It's really easy for Old Fogie types (like me) to confidently proclaim that WE don't accept Monkeys that aren't ours to mess with, and WE (said in a deep, gravely voice) just tell our clients the way it is and if they don't agree; NEXT!

But it's not that easy, especially for newer agents who really aren't sure what their responsibilities are, and are not in the mood to NEXT anyone. So, here are some tips.

•       Don't be an objection-buster (aka Silence is Golden). When a client throws out objections, concerns or stumbling blocks, think before you speak. Often these objections, concerns or stumbling blocks will be HIS Monkeys, not yours. Just smile, nod and make an "I hear ya" noise, and let the client continue. If he wants your input, he'll ask for it directly, but until he does, just listen without offering solutions.

If, after your moment of golden silence, you realize that this IS your Monkey, go ahead and offer a response or solution. If you aren't sure, just write it down or commit it to memory to ponder later. You can always accept a Monkey after the fact, but it's much tougher to return a Monkey after you've accepted it prematurely.

•       Ask "What's Your Plan B?" as if you are not guaranteeing the desired outcome... which you aren't. I use this strategy with sellers who are being a little stubborn about pricing, accessibility or condition. I sweetly ask them what they will do if their home doesn't sell for the price they "need" or, at all. This subtly lets them know that while I'll do my best, I won't take full responsibility for their home selling - that's not a Monkey I'll accept.

•       A la Jackie Leavenworth, the Real Estate Whisperer - if a buyer or seller looks to you to solve a problem that isn't reasonably yours to solve (e.g. you give up some of your commission to put or hold a deal together), you can gently say something like "I've found that when a real estate agent wants to make a deal more than the other parties involved, it's not the right deal to make." (Jackie has a whole audio CD on negotiations that is superb - check it out at: http://www.coachjackie.com/jackiesproducts). If you like my stuff, you'll love hers.

So, what IS the punch line?

If you know what Monkeys are yours to carry... and which are not... and you respect the other party enough to let him keep his own Monkeys, you'll be a much happier, healthier and RESTED real estate agent!

The Epilogue - I have a very timely situation to share with you about two agents on opposite sides of a deal who both accepted Monkeys they shouldn't have. Stay tuned! 

First, allow me to apologize for dragging this Monkey Series* on too long. I really didn't intend to write more than one or two posts on it, but I just keep thinking of things to say! I was hoping this would be the last one, but I suspect it's not. Hang in there with me, k? I really AM trying to get to my point.

Yesterday, I wrote about CONTROL. Specifically, which issues of a real estate transaction (i.e. Monkeys) YOU control; which ones your CLIENT controls and which ones neither of you has any say over. My point in spelling it all out wasn't to give anyone permission to be snotty with a buyer or seller when he tries to hand off his Monkey; no, I just wanted to clarify which Monkeys are appropriate to decline. ("Declining the Monkey" means to refuse to accept responsibility for problems that are not yours to solve.)

If you didn't read yesterday's blog, please do so here. The rest of this won't make much sense if you don't - sorry. And while you're at it, read this one, too.

Believe it or not, politely declining to take on your clients' monkeys has a lot to do with respect. Respecting your CLIENT'S intelligence, abilities and willingness to do his part. Acknowledging that your client has a brain and a checkbook, and that he can probably find some free time. A lot of us don't seem to give our clients the benefit of the doubt that they are willing or able to do their part, so we either offer to do it for them or walk away frustrated.

Sure, an upside-down seller will be more than happy to dump his upside-down monkey on you, if you agree to take it. A frustrated buyer would be tickled to let YOU figure out where that extra 5% down is going to come from when the terms of his loan change. But you CAN gracefully hand that monkey back to the buyer or seller without his ever noticing the hand-off!

Let's use the example from my initial blog of the seller who owes $415,000 on a house that might be worth $399,000. To come out whole, he really needs to sell around $430,000. Oh, and he DOESN'T want to come to the table with money or short sell the house.

What do you do?

Of course, you can refuse to take the listing, and indeed, that's what you might end up doing. Or you might agree to take the listing at a too-high price, and regret it every day for the next six months. But are those the only two options?

NO!

There is another solution to this problem. One that may result in a sellable listing. What IS this magic solution?

I dunno.

It's your seller's solution to discover. And if you let him keep his monkey, he may very well come up with the solution on his own. Maybe he'll decide to kiss up to Aunt Lulu and ask her for a short-term loan to cover the spread. Maybe he'll decide a short-sale isn't out of the question. Maybe he'll agree to make the improvements you recommend to give him a better shot at a higher price.

Or maybe he'll come up with something brilliant none of us thought of.

But... but... but... how DO you show your prospect or client the respect of letting him keep his own monkeys? What do you say? Or not say?

You know the drill... stay tuned...

*I didn't make up the Monkey concept - Terry Watson did. You can purchase Monkey t-shirts at his website: http://www.terrywatson.com/Products/Apparel.asp

Pre-vacation, I wrote a "to be continued" blog about avoiding burnout by refusing to accept responsibility for stuff that isn't your responsibility, specifically in a real estate transaction. I promised to share some ideas for putting this philosophy into place that don't alienate the other party, who in all likelihood isn't trying to be difficult. And could end up being a fantastic client with a workable deal.

The first trick to respectfully declining your clients' monkeys is to know which monkeys are appropriate to decline. And which are rightfully yours to carry.  Yes, when our clients hire us, they have a right to expect us to take on some of the burden of their real estate transaction. Entering into a real estate agent/client relationship creates responsibilities on each side. The clearer you are on whose responsibilities are whose, the easier it will be to assign them to the appropriate party.

Put another way, what factors of the transaction are within your control, which are within your client's control and which are out of either of your control?

You control:

•         the services you are willing to provide

•         the marketing you are willing and able to do

•         the price at which you are willing to take a listing

•         whether or not you will take a short-sale listing

•         the times you are available to your buyer

•         the expertise you have in advising a seller how to prepare for market

•         the resources you have in place to help a seller prepare for market

•         your willingness to show short sales, foreclosures, FSBO's or new construction

•         how often you will communicate with your client

•         how much you charge for your services

Your client controls:

•         the price he is willing to list and sell for

•         how much he is willing to "come to the table with" if he's upside down in his mortgage

•         whether or not he's willing to short-sell

•         the amount of work he is willing to do and the funds he has available to prepare for market

•         the times he is available to look at houses

•         what marketing services he will require from his agent

•         how much he is willing to offer on a home

•         whether or not to allow unrestricted showings

•         whether or not he wants to pursue short sales, foreclosures, FSBOs or new construction

•         whether or not he is happy with the inventory in his price range

•         how much he is willing to pay for real estate services

Neither of you controls:

•         changing lending requirements

•         overall market activity

•         the cost of home maintenance and repair

•         interest rates

•         closing costs

•         the underwriter

•         the agent on the other side of the deal

•         the buyer or seller on the other side of the deal

So, how are these "control" issues relevant to getting the various monkeys assigned properly? Any thoughts?

I'll share mine next time...

The 2009-2010 Winter of Soul Cometh!

The other day I had a three-way conversation with two agents who are in the middle of career crises. Both are trying to decide whether to stay or go, interestingly, for opposite reasons. AgentFriend1 has too much business and is burning out and AgentFriend2, well, doesn't. Have too much business, that is. And she's burning out, too.

We talked about burnout and both agents confessed that they become deeply involved in their clients' personal situations and get sucked into the emotional drama of it all. Which isn't uncommon in our business; after all, we ARE deeply involved in the whole mess - if our seller doesn't have enough equity to properly price; if our buyer's loan changes and they have to come up with an additional 5% down; if our listing doesn't appraise and the deal crashes... yes, these events DO affect us both financially and emotionally. And frankly, if they didn't affect us, we probably wouldn't be effective at our jobs.

But you can draw a line and preserve your sanity. Terry Watson calls it "the Monkey." He describes how we wrongly let others put their monkeys on our backs - even though we have our own monkeys to deal with, thank you very much! We real estate agents are really good at accepting our clients' monkeys as our own.

And you know what? Our clients are HAPPY to give us their monkeys and then blame us when things go wrong. Further, we accept that blame - which puts us in a position where we have to apologize for our inability to solve a problem that ISN'T OURS TO SOLVE.

Here's an example. The seller owes $415,000 on his home. The market value is no more than $395,000 and that's pushing it. In order to break even, the seller needs to sell at $430,000 at least. The seller "doesn't want to do a short sale," so he looks to his agent for another solution. What solution does the agent come up with?

1.       Price at $439,900 and hope for a miracle

2.       Reduce her commission to nothing and price at $420,000 (and hope for a miracle)

Of course, there are other solutions, but we monkey-acceptors want to please, so these are the ones we propose. (And then we're miserable because we have an unsellable product, but that's another story).

Here's another example. You interview for a tenant-occupied listing. The seller doesn't want to inconvenience the tenant, so he asks for a 24-hour showing requirement; for day-time showings only; that you attend all showings, and a 60-day possession. You want to please the seller, so you agree, knowing what he's asking will make the properly unmarketable... and you miserable.

Do too many of these deals and I think burnout IS an inevitability.

Of course, it's easy to advise "Well, just thank the %$SOB^# very much for the opportunity and walk away!" I hear that advice all the time, and sure, that's an option. But there's a better way... a way to respectfully decline the monkey and move forward without alienating someone who could be a wonderful client and future referral source.

Stay tuned...(actually, you might have to wait a week for the sequel - I'm heading out for my vacation tomorrow and have been duly informed that I will NOT spend my vacation on the computer. But maybe I can sneak it in!)

The Monkey Series
Part II Which Monkeys Are Yours? Which Aren't?
Part III Declining the Monkey Part III
Part IV What to Say (or not say) to Decline the Monkey
Part V A real world example of a Monkey Unnecessarily Accepted