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BuyerProgram
PAGE 5Pre-Buyer Conversation“If it is alright with you, I would like to ask you a few questions and then set up a time for us to get together. These questions are to help me prepare for our meeting and should take about 10 minutes. Is this an okay time with you?”1. Name:2. Property Address and Mailing Address (if different):3. Owners/Decision Makers Contact info• Phones (home, work, cell):• Email:4. Why are you buying?5. When do you need to move? Are you in a lease?6. Where do you live now? (neighborhood, housing style, etc..)7. What do you like to do (lifestyle, food, recreation, etc..)8. Will you be nancing a portion of the purchase? If so, have you spoken with a lender already? If not, can I send you a referral if not?9. Have you ever owned a home before?10. Tell me about your ideal house...area, size, near schools/work/recreation, yard, garage, parking, public transportation?11. Do you know your approximate price range?12. Who else will be living in the home?13. Is there anything else I should know?14. Do you have any questions for me?15. Explain what happens next: One Call? Two Call? Buyer Packet?16. Set appointment: Day, Time, Place
PAGE 6The Buying Process ChecklistInitial Meeting: ¨ Pre buyer questions ¨ Personalized Buyer Presentation ready to present ¨ Prepare Exclusive Right to Buy in CTM and print one copy for buyer packet ¨ Prepare Property List & Stats if you have the details of what they are looking for already. ¨ Prepare the buyer packet: Corcoran Perry & Co. folder, Additional Corcoran Perry & Co. buyer printouts from broker blog, prole sheet, concierge form, newsletter, business card & any other collateral. ¨ Optional gift - Corcoran Perry & Co. branded water bottle, owers or wineFollow Up: ¨ Send a thank you email or handwritten note ¨ Set up property search ¨ Enter into database & categorize ¨ Set next action plan/task plan in calendar ¨ Connect on Facebook & social sites ¨ Send lender suggestions to client ¨ Add to appropriate phase 2 drip campaign in LiveLINKShowings: ¨ Schedule showings ¨ Map showings and get driving directions if needed. The MLS will map everything out for you and you can even enter a starting point! ¨ Print stats sheet for building or neighborhood ¨ Cross streets of schools or neighborhood features ¨ Call/email client where to meet and clarify transportation for showingsShowing Follow Up: ¨ Feedback ¨ Address any buyer questions ¨ Send more properties if needed ¨ Comps if requested ¨ Wrap up with buyer on homes, then set appt for next time out. ¨ Call agent on listings client is interested in. Are there other offers?
PAGE 7 Offer: ¨ Realist Form & Matrix Printout ¨ Buyer Agency Agreement if not executed already ¨ Prepare contract ¨ Ask for seller’s property disclosure from the listing agent. ¨ Obtain the lender letter-go one step further and ask the lender to call the listing agent ¨ Set time to review offer with buyer ¨ Send offer to listing agent ¨ Call agent to conrm they received the offerCounter: ¨ Present counter to buyer ¨ Present the acceptance, rejection or new offer to listing agentUnder Contract (Transaction manager can do some of these tasks): ¨ Send contract, counter & a copy of the earnest money check to the Lender ¨ Start CTM le & upload all docs to date ¨ Have buyer deliver earnest money ¨ Email the Listing Agent and title company and let them know the earnest check is on its way and to send you a copy of the check and receipt signed as soon as they receive it. ¨ Obtain all disclosures and review with the buyer - sign in CTM ¨ Schedule Inspection ¨ Sewer scope (Let Lender know when the inspection is). Sewer scope can be scheduled at the same time as the inspection ¨ Radon Test ¨ Bring gift or snacks for inspection. ¨ Prepare inspection notice if applicable. Review with buyer & submit it to listing broker. ¨ Review inspection resolution if applicable with buyer ¨ Let Lender know once past inspection to order the appraisal ¨ Ask lender if the buyer received and signed the loan disclosure & intent to proceed ¨ Send title info sheet to buyer ¨ Review title with buyer once received from title company ¨ Ensure buyer received HOA Docs ¨ Survey/ ILC ordered ¨ Appraisal submitted to lender by deadline ¨ Appraisal objection submitted by appraisal objection deadline
PAGE 8 ¨ Send buyer list of moving tips ¨ Let your buyer know that they will receive a request for feedback & a testimonial from Real Satised ¨ Advise buyer what to bring to closing ¨ Advise buyer to re-key home ¨ Email and discuss what utilities to transfer ¨ Schedule recycling bin & trash bin if they would like one ¨ Schedule nal walk through-24 to 48 hours prior to close. Check to make sure that inspection items have been completed. ¨ Take photo for marketing at nal walk through ¨ Tell buyer where the closing is located and scheduled time ¨ Loan conditions cleared ¨ Purchase closing gift & card ¨ Review le prior to closing for all required docsAfter Closing: ¨ Give Corcoran Perry & Co. commission check if it is not being wired from title company ¨ Add to the weekly marketing email and market report lists in LiveLINK (if not already done so). Remove from any drip campaigns previously placed on ¨ Make sure all new information is entered into database ¨ Schedule follow up in task calendar ¨ Schedule home anniversary in database ¨ Call buyer one day after ¨ Post photos on social media ¨ Call Buyer one week after to see how they are settling into their home ¨ Call client one month after ¨ Call client three months after ¨ Call client 6 months after ¨ Call client one year anniversary & do an annual home review
Listing Program
PAGE 11Pre-Listing Conversation“If it is alright with you, I would like to ask you a few questions and then set up a time for us to get together. These questions are to help me prepare for our meeting and should take about 10 minutes. Is this an okay time for you?”1. Name2. Property Address and Mailing Address (if different)3. Owners/Decision Makers Contact info » Phones (home, work, cell) » Email4. Why are you selling?5. When do you need to move?6. Could you describe your house for me? » # Beds » # Baths » Square Footage » Style » Lot Size » Basement » Garage/Parking7. How long have you owned your home?8. What sold you on your home when you bought it? What features did you like?9. Have you done any updating to the home since you bought it?10. If you were to stay in your home another 5 years, is there anything you would do to it?11. What are you going to be asking for the property? » Have you had a recent appraisal? » Have you recently renanced?12. Do you own your property free and clear or do you have a loan? » Do you happen to know the approximate balance?13. What are three things you are looking for in an agent?14. Are you interviewing any other brokers for this job? » When are they being interviewed? » Name? Company? Time?15. Have you sold a property before?16. Is there anything else I should know about your home?17. Do you have any questions for me?18. Explain what happens next: One Call? Two Call? Pre-listing Packet?19. Set appointment: Day, Time, Place
PAGE 12Listing Presentation PacketThis is the information you will go through at the listing appointment.• Listing presentation with any extra inserts with testimonials, case studies, and tear sheets• General Market Statistics (current) » Latest Market Report Infographic » Weekly showings by price range from CTM » Other appropriate stats (new home sales report, etc.)• Sample property brochure• Copy of Corcoran Perry & Co.’s latest handouts or collateral• Listing Agreement (address, commission rate, etc.) except for price• Seller’s Estimated Net Proceeds Sheet• You can pick up a fun leave-behind item for the prospective client from the ofce in the merchandise area. We also have Eco-Joe, a biodegradable St. Joseph’s statue (the patron saint of selling a home) that is also a great seller gift!Best Practices for In-Person Listing Appointments1. Practice Makes Perfect! It is important to know your talking points inside and out so you instill condence in your potential client to hire you as their REALTOR®. This is your rst chance to show them your expertise so don’t let your nerves, or lack of comfort with your presentation, keep you from success. No matter how many years you have practiced real estate it is important to spend some time every year reviewing your presentation and working on improving it.Lucky for you our marketing team has created a beautiful presentation for you to use! These talking points will help you with all the elements of your seller listing meeting.Practice with a friend or in front of a mirror...the more times you say something, the smoother it will sound!2. Answer Questions3. Ask for Conditional Commitment4. Common Objections and ResponsesPRICE1. “My goal is to get you where you need to go on time and to net you the most money possible for our current market.” 2. “Based on the current market conditions where do you feel we should price your house to get you to your new place on time?”3. “Do you feel that will get you there on time?” If not, what’s your Plan B?”
PAGE 13 » If they want to start at a higher price and come down, refer to the data on page 23 of this guide. 4. “If we price outside the price bracket in the comps & in your neighborhood do you think we might miss out on the majority of buyers looking in your neighborhood?”5. “If we price it at that price do you think we might potentially have an appraisal issue?”6. “If it takes longer than a couple weeks to sell do you think buyers might start to wonder why your house has not sold & what might possibly be wrong with it?” COMMISSIONS1. “Do you know how REALTOR® commissions work?” Explain to them how a portion of the commission goes to the other agent. “Do you think it would be a good idea to reduce their commission? Would we get the same amount of buyers into your home?” Explain to them that a portion goes to your brokerage, to marketing & to taxes. “What part of the marketing plan would you like me to take out in order to reduce the commissions?” 2. “Would they be willing to take a 1% pay cut? Would they ask their doctor or attorney to take a pay cut? Why are they asking you as a professional to take a pay cut?” 3. “Is the x% the only thing hurdle to signing the listing agreement tonight?”4. If they say yes convert the percentage into a dollar amount.5. “If I can prove I can add a value higher than (the dollar amount) to your net proceeds would you be willing to pay my standard & fair commission rate charged to all my clients?” » Show them the value in what services you pay for them. A house cleaning, staging etc. 6. “Would you be upset if you found out you were paying a higher commission than your friend to the same REALTOR®? I have a standard of practice to charge the same amount to all my clients. This is how I am fair and ethical. Is having an ethical REALTOR® important to you?”7. “Would you be upset if you found out you did not net the highest amount possible because a full marketing strategy was not executed? Are you condent that (the discount broker they mention) will do all the marketing we discussed today?”8. “Based on our listing launch strategy do you feel condent we will bring in the most potential buyers possible? Do you feel that will get you the highest price possible? Would you be willing to walk away from (insert their net proceeds here) to save (insert dollar amount of commission discount they want)?” 9. “I wouldn’t do that to you. If I can’t maintain the integrity of my commission how do you expect me to maintain the integrity of your home value in negotiations?”. 5. Close1. “Based on the package we just reviewed, do you feel I am qualied to market your home?”2. “Would you like me to handle the sale for you?”3. If “yes, but…” Find out all their concerns, write them down & then address their fears one by one. 4. “So you feel I am qualied once we can agree on …. Setting that aside for a moment, is there anything else?” Keep going until you have all their concerns on the table. 5. “You know one of three things will happen today.” » “After I answer your questions, you may decide to hire me.” » “You may decide I am not the right t for you and you may choose not to hire me.”
PAGE 14 » “If I feel I can’t help you achieve your objectives, I have a responsibility to tell you that and not take your listing.”6. “Shall we proceed and see where we are?”7. Go through all questions, fears or objectives one by one until you have addressed each one. By the end you will have qualied the house, the seller & will know if you both have matching objections in order to move forward and work together. The Listing Process ChecklistInitial Meeting ¨ Prelisting questions - what are the seller’s goals? ¨ Prelisting packet ¨ Listing presentation downloaded and ready for presentation ¨ Realist tax ¨ Prepare comps ¨ Have listing paperwork ready to edit & sign ¨ Ask for HOA info from seller ¨ Ask for party wall agreement from seller ¨ MLS input sheet for walk though ¨ Ask for payoff info from seller ¨ Bring a giftFollow-Up ¨ Send a handwritten thank you & gift ¨ Follow up questions ¨ Have them ll out a client concierge form ¨ Enter them into your database and categorize ¨ Enter next action step into calendar
PAGE 15Prior to Going to Market ¨ Estimated seller net proceeds sheet ¨ Signed paperwork ¨ Enter into CTM 24 hrs. from executed listing agreement ¨ Staging consultation scheduled & completed ¨ Order O & E or pre title work ¨ HOA or party wall info from seller ¨ Verify nancing available for building ¨ Gather all warranties, ILC’s, permits, etc. & put in binder ¨ Order photos, videos, and video walkthroughs ¨ Tell seller when photos are scheduled for ¨ Install lock box ¨ Make copy of keysProper Pricing - Sell in the Shortest Time Possible
PAGE 16Marketing ¨ Order marketing at perr.co/forms ASAP. Make sure to submit completed order forms and photos by 5pm on Thursdays. Note Clear Cooperation rules. Coming soons can only be in MLS for 7 days. ¨ Deliver yers, brochure box and disclosure sheet to the home ¨ Promote on social media platforms ¨ Send a copy of the pictures to the seller ¨ Send just listed email to personal sphere and/or area REALTORS® ¨ Send the seller a copy of the email blast to all area REALTORS® ¨ If listing isn’t getting a lot of interest consider reverse prospecting ¨ Email sellers the social media PR we give their homeWeekly Maintenance ¨ Monday & Friday call for feedback not received by email ¨ Monday & Friday send the seller the feedback (auto from showings) ¨ Set auto analytics emails in LiveLINK and MyCorocran LisTrac ¨ Twice Monthly send the Seller market activity ¨ Call seller at least once a week / best to call both Mon. & Fri. for updates -even if the update is no updates, communication is important!Open House ¨ Plan, plan, plan ¨ Advertise open house on our open house spreadsheet (perr.co/property-signup), social media, REColorado, Realtor.com, and Zillow ¨ Tell Ofce Staff the open house time ¨ Door hangers for Neighbor Open House ¨ Open House Pro app (or similar) or printed sign in sheet ¨ Give-aways ¨ Market info for guests ¨ Signs placed around home the day of open house ¨ Balloons ¨ Follow up with guests ¨ Add to database and categorize ¨ Send seller feedback
PAGE 17Price Changes ¨ Prepare an estimated seller net sheet for the seller ¨ Amendment ¨ Matrix ¨ Order new yer, social, e-blasts, etc at perr.co/forms ¨ Email blast ¨ Send email blast to the seller ¨ Prospect list email ¨ Send prospect email to sellerOffer Received ¨ Review offer ¨ Contact buyer’s lender ¨ Prepare an estimated seller net sheet for the seller - each offer ¨ Present offer to the seller ¨ Prepare offer comparison sheet if multiple offers ¨ Prepare acceptance, counter or rejection ¨ Send disclosures to the buyer’s agent ¨ Your signature on the offer / Seller’s initials if countered
PAGE 18Under Contract ¨ Alert your transaction manager that you have one under contract ¨ Put under contract sign rider on sign ¨ Order title from Title Company ¨ Email calendar to all parties with contract dates ¨ Email contact sheet to necessary parties ¨ Earnest money receipt ¨ Make sure title work is delivered on time ¨ Make sure HOA docs are delivered on time ¨ Inspection resolution ¨ Check in with buyer’s lender ¨ Schedule closing ¨ Inform all parties of closing location and time ¨ Send seller moving tip sheet ¨ Let client know about Real Satised feedback request ¨ Review le ¨ Order a cleaning for the home ¨ Instruct seller to bring all keys, garage door openers & mailbox info ¨ Purchase closing gift and card ¨ Pick up brochure box and lock box ¨ Order yard sign removal 48 hours ahead of time from Front RangeAfter Closing ¨ Deliver commission check to Corcoran Perry & Co. ofce, send Ofce Staff the Live & Give program, the new mailing address, and the source of business ¨ Add to Homebot ¨ Update database and set follow up action plan in calendar ¨ Social media - announce as Sold (order at perr.co/forms) ¨ Send sold email blast to database (order at perr.co/forms) ¨ Send "Just Sold" postcards to area surrounding listing (order at perr.co/forms) ¨ Order pizza for moving day ¨ Call client one week after closing to see how they are settling into their home ¨ Call client one month after ¨ Call client three months after ¨ Call client six months after ¨ Call client one year anniversary
PAGE 19Listing Launch Countdown Talking PointsPre-InspectionThis may be right for some listings but not others. The important thing is to discuss with your seller the pros and cons of doing a pre-inspection. The pros are they can correct any items prior to going to market. They mitigate the risk of losing a buyer at inspection. They can market that they did a pre-inspection and attach any detail to the Seller’s Property Disclosure. They are also prepared with what it will cost to repair items to their home and can price accordingly. The cons are a buyer’s inspector may nd different items to be repaired than the original inspector. They also have knowledge they now need to disclose about the condition of their home. This can be both good & bad. ¨ Discuss with your seller ¨ Order inspection ¨ Advise seller on which repairs to have completed ¨ Attach all receipts/warranties to Seller’s Property DisclosureO & E - $5.00This provides you great information about who are all the owners of record and if there are any items that may need cleaned up in regards to title. For example an old loan that was not removed from public records, any outstanding judgments etc. It is way better to clean these items up before you get a buyer. Last minute surprises are not fun for any party to the transaction! ¨ Order from title ¨ Review with seller ¨ If any issues work with seller to get them correctedStaging ConsultationHave a staging consultation on EVERY property! Offer the consultation fee as part of your service. Decide if you pay for furniture rental or if that is a seller cost. Not all homes need to rent furniture but explain the costs and process to your sellers if it is necessary. Explain to your sellers that staging helps them sell their house faster and get more money for their home no matter what market they are in. Also explain that this helps them go through an important process of viewing their home as a product now versus “their home”. They can start to see it through the buyer’s eyes. ¨ Schedule ¨ Conrm time with seller ¨ Seller complete items ¨ If necessary rental items delivered
PAGE 20Professional CleaningDo you provide this as a service to your sellers? Advise them that every home needs to be “q-tip” clean before going to market. Walk your sellers through this process no matter if you have it cleaned for them or if they pay for it. ¨ Schedule right before photos and going to market ¨ Advise seller when scheduledFinal Staging, Order Sign, and Install LockboxSome homes need the stager to come back after the sellers have packed up and decluttered. More homes than not need the two step staging process! Make sure you order the sign in time for your launch date! Be specic with the sign company about what riders need to be delivered with the sign. Your name rider? Coming soon? Under contract? Sold? Best practice is to order all the riders and have them delivered with the sign. You can then change the riders out as necessary. ¨ Schedule nal staging ¨ Order sign and additional sign riders from Front Range 48 hrs. prior to launchYard Sign with Coming SoonSome markets are better than others for coming soon marketing. If you deem it a property that would do well with coming soon make sure you advertise to all potential buyers and buyer agents when they rst showing will take place. ¨ If you are doing coming soon marketing have sign & coming soon rider delivered the Friday before launch ¨ Have sign company deliver all other desired riders and hide on porch for future use ¨ Send out any coming soon marketingProfessional Photos & Order MarketingMake sure you order the photos a week or two before you actually need them done. That way you ensure you get the photographer on the day you need them to make it a smooth launch. Marketing is a 48 hour turnaround time. Make sure your photos are submitted to them and you order all your marketing in a timely fashion so you can launch on the date you promised your seller. ¨ Order photos ¨ Advise seller when photos are scheduled for ¨ Order all marketing from marketing department at perr.co/forms (48 hr. turnaround)Flyers Delivered to NeighborsTake advantage of curious neighbors and grow your listing inventory by marketing to the neighbors. Hold a neighbor only open house and invite all the neighbors in to see the home. This does two things. If neighbors are out and about when buyers are viewing the home they may have positive things to say to a potential buyer. It also helps you score more listings in the neighborhood! ¨ Deliver yers to the block for neighbor open house ¨ Deliver the yers and marketing material to your listing Listing Launch
PAGE 21Listing LaunchThis is the day you go live in Matrix and showings are allowed to start! ¨ Check the listing in MLS and on company websites (corcoranperry.com and corcoran.com) for accuracyNeighbor Open HouseHold this Friday afternoon as people are arriving home from work. Serve some snacks, booze and get to know the neighbors. Now every time they drive by the house and see your sign your face will pop into their head. ¨ Follow up and send handwritten thank you cards to those who stopped in ¨ Give your seller feedback from the open housePublic Open House ¨ List it on the “Property Spreadsheet” (perr.co/property-signup) so Corcoran Perry & Co. brokers can sign up and hold it open both weekend days ¨ Advertise the open house on the MLS, Facebook, and Instagram ¨ Follow up with open house guests ¨ Give your seller feedback from the open houseMaximize Your Listing’s Exposure
PAGE 22Maximize Your Listing's ExposureIf you have a listing that has been sitting on the market for longer than you thought it would, it might be time to get back to basics and put a little more time and money into marketing the property.Here is a list of action items that might give your listing that extra little oomph that it needs to get a few more showings and hopefully nd its new owner...of course, not everything on this list will be appropriate for every property in every market...but even if you can take 1 or 2 of these ideas and give them your all, it’s better than just avoiding your Seller’s phone calls and watching those days on market pile up, right?1. Bring someone with a fresh eyeCan you rearrange the staging to change the energy of the house? Does it need some young, fresh, or seasonal elements to attract a new demographic? Is it feeling dusty, tired, or too mature at this price point in this neighborhood?2. Be honestAre the property photos really the BEST that they could be? Or did you cheap out thinking that the home would sell quickly? If you need to hire a pro, do it...there’s nothing more important than awesome photos when it comes to Real Estate marketing.3. Add oorplans to the listing photosSo people can get an idea for the ow of the rooms. This is especially important if you are competing with new construction or have a oorplan that has been changed through remodeling that might not be obvious from the photos. 4. Add neighborhood/lifestyle photosSo people understand the vibe of the community.5. Re-write the property descriptionTell a story. Don’t just list the features…convey how it feels to live in the home and community.For example, instead of saying:An amazing opportunity priced to sell! MUST SEE! Historic details throughout-original pocket doors, hardwood oors and woodwork, stained glass, ornate xtures, built ins. Painstakingly maintained and renovated, this treasured house lives like a modern day home with high ceilings and an open, inviting oor plan that ows perfectly; an entertainer’s dream. An elegant master suite, updated kitchen and baths offer all the amenities of new homes. French doors open to patio and professionally landscaped garden area with a wrap around yard -ideal for relaxing with family and friends. Walkable to award winning restaurants, neighborhood boutiques, coffee shops and gathering places. Perfectly located in the heart of all that northwest Denver has to offer! In zone 1 for priority enrollment for Academia Ana Marie Sandoval Dual language/Montessori school.We suggest:Homes like this don’t come up for sale very often in Denver’s most popular neighborhood. From the moment you walk in, you will feel the love in the details...whether enjoying a handcrafted cocktail on the patio in the wrap-around yard, or a glass of bubbly in the new master bath, you’ll enjoy the luxurious upgrades that make this historic gem feel like home. The perfect combination of original charm and thoughtful modern convenience, you’ll love strolling home from some of Denver’s most popular eateries, jogging through the tree-lined streets lined with eclectic architecture, lingering over coffee at a nearby cafe, entertaining friends in the fantastic indoor/outdoor oorplan, and creating delicious meals at home in the gourmet chef’s kitchen. You are going to love living here.
PAGE 236. Change the main photo on the listing to something completely differentAnd do this regularly. Sometimes consumers who have been browsing the listings daily and passing yours by will take another look if they see a new photo pop up!7. Decorate the exterior of the house for an upcoming holidayGo over the top so that people will stop and notice. 8. Write blog posts...About the neighborhood, local restaurant reviews, upcoming community events and nd ways to tie in links back to the listing.9. Write an article about the houseInclude as much history about it as possible, and post it as many places as possible...send it to the Denver Post, Hubspot, Westword, the Examiner, Medium, Hooked on Houses, etc….where do people read about housing and the Real Estate market? They are always looking for fresh content.10. Are you holding open houses regularly?You should be...it’s a great way to show the seller your effort, and you may get your buyer that way!! How about a Broker Open? Give away a gift card, tbit, kindle or some other item of value and invite all local agents using eyer…and email the ones you know and beg them to attend…they need to see the house to sell the house!11. Create a lifestyle videoThis is a great opportunity to make a video that would highlight this amazing home’s best features, and also serve as a long-term marketing piece for you. 12. Consider renting the house but talk to the leasing team rstIs it time to start thinking about possibly renting the house out for a while? Explain to the seller the benets and risks of having a rental property. Who knows, if it works, maybe they’ll buy another through you!13. Re-adjust seller expectation to reect current market conditionsWe can see a drastic change in a very short period of time...Average days on market can go up, showings can slow, and prices might no longer be dramatically increasing month-over-month. Make sure your seller is aware of these factors.14. Take a fresh look at the comps and your pricing strategyIt’s more important than ever to price your listings strategically from day one...and to set your clients’ expectations appropriately.
PAGE 24How to Build Your Business Through Listings• Fill your rst weekend on the market with as much open house time possible. » Try to hold your own listings open, or promote the events for the agents holding your listing open. » Notify your transaction manager of your open house dates and times so they can enter the information into our brokerage open house spreadsheet, MLS, Zillow, Trulia, and Realtor.com. » Use an Open House app like Open House Pro, and have your ipad ready for visitors to sign in. » Add any new contacts to your database and follow up with them.• Send out a Just Listed postcard to the neighborhood (order at perr.co/forms).• Post on all of your social accounts (order social graphics at perr.co/forms).• Send out a Just Listed announcement to your sphere (order at perr.co/forms).• Don’t be afraid to talk about your listings! You should be super psyched about each and every one because we all know that they are hard to get!• Once the house is Under Contract, tell the story. How many showings? How many offers?• Once the house is sold, post a congratulations to your client with a photo of them in front of the house.• Share your Real Satised review.• Send a Just Sold Postcard with some details about the sale...”Under Contract in 3 Days” “Highest Sale Price in building” etc (order at perr.co/forms).• Send a Just Sold piece to your sphere (order at perr.co/forms)10-10-20 MethodOne of the most effective ways of making the most of a new listing is to utilize Keeping Current Matters’ 10-10-20 Concept. It involves the following steps:1. Get a listing2. Visit the 10 houses to the LEFT of the property3. Visit the 10 houses to the RIGHT of the property4. Visit the 20 houses across the street from the property5. Tell each person that you have taken a listing in their neighborhood and ask if they know anyone who might want to move into the neighborhood. Leave a yer at the homes that don’t answer the door.6. Schedule an Open House7. Again visit the 10-10-20 homes and invite them to your open house. Consider having a special hour just for the neighbors. Leave an open house invitation where you didn’t get an answer.8. After the closing visit the 10-10-20 homes and tell them you’ve closed the home and that you had a lot of interest. Ask if they might be considering selling their home. Leave a closed yer or mail a postcard to each of the neighbors.The upshot is that you’ve demonstrated to these 40 homeowners how hard you work to sell your listings. They’ve seen the results, and thus will consider using you when they are ready to sell or know someone who is looking to buy.The whole 10-10-20 strategy can be found at perr.co/10-10-20
PAGE 25“For Sale” Yard Sign Procedures• Have your transaction manager order your sign installation before 4pm two business days before install date.• You will get an email conrmation when the sign has been installed so you know it has been completed. • When sign is no longer needed, have your transaction manager order removal.• If you have a condo listing please pick up a generic window FOR SALE sign at the Highlands or Congress Park ofce. • All open house signs and directional signs should be ordered through the marketing dept at perr.co/forms.• Have your client use a ag to mark the spot they want to avoid pierced sprinkler linesSuccessful and Engaging Negotiation Tactics for Corcoran Perry & Co. Brokers to Obtain a Listing1. Develop Rapport: make them comfortable with you.• First couple minutes - Make them comfortable.• Step 1 is done prior to starting the Corcoran Perry & Co. Seller Presentation and when you rst arrive. • Connect: » “How are you today?” » Compliment them. » A few F.O.R.D. Questions (Family, occupation, recreation & dreams) » How much time do we have together today?2. Probe Inquiry: ask about why they inquired about you & your service. 3. Qualify Opportunity: how motivated are they? 4. Ask Key Empowering Questions: dig deep to find out their why. 5. Ask for Conditional Commitment6. Answer Questions7. Close the Sale
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Lead Generation& Follow Up
PAGE 29Build Your Business on Floor DutyThe Process• Get approved for oor duty by reviewing the oor duty slide deck (perr.co/oor-slides) and taking our quick quiz (perr.co/oor-quiz).• Dress professionally. Create a great rst impression with potential clients. • Login to Zendesk so you can chat with visitors on corcoranperry.com. Refer to our Zendesk best practices for information on how to use the platform: perr.co/zendesk• Prop the front door open if weather permits. This makes it easier to engage with people. • When someone walks up to the listings in the window, engage them in conversation.• Answer the ofce phone as soon as possible. • Have a list of all the active/under contract Corcoran Perry & Co. listings in front of you from our website (perr.co/listings) or Matrix. You must know the Corcoran Perry & Co. property inventory. • Have buyer/seller presentations ready to give potential clients. • Follow up with walk in leads. Set the next appointment!• Clean up the ofce at the end of your shift so the ofce is in good shape for all agents and their clients. • If walk-ins are slow, use your time following up with your leads in LiveLINK. • Put your new leads into your database & categorize them.• Add all new leads to LiveLINK (don't forget to add them to the appropriate drip campaign). For detailed instructions on how to utilize our LiveLINK CRM please review our LiveLINK training video: perr.co/livelink-trainingLead Nurturing ChecklistFirst: ¨ Login to your LiveLINK account and review lead (the lead will automatically get an intro email and be added to a general weekly drip campaign for follow-up).If there is a phone number: ¨ CALL immediately.If you get voicemail: ¨ Leave a message with your contact information.If they answer, qualify the lead: ¨ Are they working with another agent? ¨ Where are they in the home search or listing process? ¨ Set an appointment to meet, or conrm action plan for follow up. ¨ Send any information that they have requested. ¨ Reserve a meeting space in the ofce. ¨ Schedule showings.
PAGE 30If there is an email address only: ¨ Add them to the drip campaign. ¨ Reach out with a personal email.If showing requested: ¨ Look up the property to check status. ¨ Offer a couple of times you would be available to show the property.If they requested information about a specific property: ¨ Send them some information. ¨ Offer to help with their real estate needs.Then: ¨ Determine lead status...Active Buyer/Potential Listing/Dead End. ¨ Will you be working with this person? ¨ Did you set an appointment? ¨ What is your action plan? ¨ Add them to your database in the appropriate category.Then: ¨ Add Action Plan to your personal calendar.
PAGE 31Converting Leads to BusinessYou are in an inventory business: When you are out of inventory, you are out of future business. Leads are your lifeblood. Follow these tips to help ensure your lifeblood ows.Book An AppointmentMake it a goal to book an appointment. Not merely to touch base, make contact, convey information, update them about the market, bond with them, open up a dialogue, keep in front of them, get your name out there, or do anything besides schedule a meeting. Always focus on asking for the appointment. Always! As with asking for a date, what’s the worst thing they can say? “No.”Lead Follow-Up is Also A Disqualification ProcessThe secondary purpose of lead follow-up is to disqualify leads. Understand that in lead follow-up, a “no” is as good as a “yes”. We are looking for the “no.” We want to conrm that “no.” If we can conrm they aren’t interested, we need to invest our time, resources, and energy in a better prospect or in nding more and better prospects. If you don’t reach a prospect, vary your method of contact before you delete the lead.Today we have a greater variety of methods to reach a prospect than ever before. Just 20 years ago, there really were only two methods of contact: direct mail and landline telephone. Now, along with those two you have cell phones (voice and text), email, social networks, and still others. Use at least one other means of communication before you toss the lead out as unreachable. They might just be unreachable by the one method you primarily use. Adaptability is critical in today’s marketplace as it relates to lead follow-up.A "No" is as Good as a "Yes"The truth is there are only three possible responses that a prospect can express. Those responses are “yes,” “no,” and “maybe.” The killer time and energy waster is the “maybe.” We often beat ourselves up when we don’t convert a high enough percentage of maybes. Better to get a “no” today than a “maybe.” Most low-grade maybes eventually turn into nos. People need to be able to say “no,” and then we can move on. A “no” is as good as a “yes” because the uncertainty in both cases is removed.When people think that you are willing to take “no” as an answer, they are willing to talk with you. Consumers fear being talked into buying something from a salesperson. They believe that all salespeople will use verbal judo to pin them to the mat. The best approach is to let the prospect know up front that it’s okay if they say “no.” You won’t be offended if that’s their answer. Your scripts must be designed to give them the ability to say “no” early in your conversation. This lowers resistance, enhances trust, and builds a bridge that enables them to convey their true objectives and goals.Determine the Value of the LeadIt boils down to how much, how soon, and how much effort. How much effort contains two parts: how much to get them to the committed client level and how much to serve them to a high level of satisfaction, so they list or buy?A low-probability prospect is worse than no prospect at all. When we have low-probability prospects, we work them in hopes of them changing. When we have no prospects, we go out and search for new ones. When we seek, we will nd. The part most people forget to do is seek.
PAGE 32Don’t waste your resources on low-probability prospects. We invest large amounts of time, money, energy, and emotion to work with our leads. Some leads require more of these resources to convert than others. The key is to know which ones are worth investing in.Determine If They Need Your Services, Not If They're Just "Interested"Do they have a demonstrated need? Is there a gap between what they want and where they are currently in their home? Are they seeking assistance? Is there a desire to change, or is it a want or wish? Do they have the ability to proceed? These kinds of questions usually relate to nancial equity, down payment funds, credit score, or employment.Too often, we are trying to determine the interest of the prospect. Don’t be fooled into thinking their interest alone has value to you as a salesperson. • By itself, the prospect’s level of interest is meaningless. The factors that matter most are:• Do they need your services?• Do they want them?• Can they afford to take action?Interest may be benecial to you, but it’s also something that many buyers and sellers use to evade committing to you or anyone else. When someone says they are interested, they may actually be saying, “If you could sell my home for $50,000 above market value and nd me a home to buy for $50,000 below market value, I would let you represent me on those transactions.” That’s not necessarily the kind of consumer interest you’re looking for.Categorize The Lead in Time Frame And Commitment LevelThis is where a lot of folks stumble. They don’t have a clean categorization process. They don’t have the ability to see the inventory of leads they currently have in their possession. Most of them categorize leads based on time frame. That’s a step in the right direction, but more information is needed. Another major issue isn’t typically factored into these kinds of systems: the lead’s level of commitment. How dedicated is this person to working with you? Will they at least give you an interview to represent their interests? “Committed” means that you would bet your car or house on the chance that you would get an interview with them or that they were going to list or buy with you. Obviously, not everyone is going to be in that category, but the ones who are have great value to you and your business.The next category would be those who will “probably” do business with you. A probability is something that happens 51 percent of the time or more. Now, there’s a wide gap between 51 percent and the “committed” level of 98 percent. But people make a lot of money on probabilities because the odds are ultimately in their favor. Casinos play the probability game, and so should you.The last category is a “possibility.” This refers to something with even odds or less, going as low as 1 percent. That is still a possibility, but you’d better have a Plan B if you are going to operate with such low odds.Your follow-up plans need to be based on your ability to accurately assess the conversion probability of the prospect. If you can combine a time-frame categorization system with a commitment scale, you’ll have a process that will enable you to maximize the return on your time, energy, and effort to increase your conversion and income.By tracking these different categories of leads, you will achieve a clear picture of the health of your business. To have a healthy business, you must have a reasonable level of leads in each category. Cultivate leads upward from long-term leads to short-term. Move leads up from the possibility level to the probability level quickly. If you can’t move them at
PAGE 33least to the probability level quickly, the odds are too long to continue investing time or money in cultivating them.Lead Process and Follow-UpNetworking for Leads• Go with the intent of connecting with a few good people• Add to database and categorize• Call or email to say it was great to meet and invite to coffee• Add to LiveLINK and make sure to put the lead on a drip campaign.• Connect on social mediaHandling Referral Leads• Send a thank you card to the referrer• Call and thank by phone• Let them know after initial contact is made• Keep them updated during the transaction• Call and let them know when you have closed• Send a nal thank you card and giftWebsite Leads• Make contact as soon as possible• Call if there is a phone number• Check LiveLINK daily and follow up with older leads are who active that day on the site• Move lead to a different drip campaign if applicableLead Follow Up - It's Important!• Enter every lead in your database and categorize. • Create a marketing plan per category and follow it.• Schedule two lunches/coffees per week with your sphere.• Make 50 contacts a week. Current clients, people you just met & sphere calls. This can be face to face, phone call or by email. Social media is only extra credit.• Send 10 cards a week.• Call at least twice a year.• Real Estate reviews once a year. Face to face, email or mail delivery.
PAGE 3410 Easy Ways to Stay in TouchThe Importance of Client Retention1. Pick up the phone! Call to say “Hi”, check in to see how the family is doing, happy home anniversary, happy birthday or a simple “I was thinking of you guys and wanted to say hi!”. Don’t think of this as a sales call but instead a way to check in with your database and strengthen your personal relationships with the people in it. 2. Two Hand-written notes a day. Every day carve out a few minutes and write a personal note on a cute card and pop it in the mail. Put all of the supplies you need in a big Ziploc bag and keep it in your car...when you nd yourself waiting for a client or watching your kid’s baseball practice, use that time to reconnect with friends and clients! » Cards » Envelopes » Stamps » A pen that you love writing with » Your address book if you still use one (if you don’t, just start going through your google contacts, or whatever database system you use, on your phone. Make a note what date you send the card so that you will remember who you have sent them to.)3. Random drop-by...put together a little gift bag with a note and a small item of value (those Corcoran Perry & Co. coffee mugs, grocery bags, ower seeds and House wine all go over very well) knock on the door and have a conversation...if they are not there, just hang it on the doorknob or leave it on the front porch and give them a call the next day if you don’t hear from them to make sure they got it!4. Face to face. Grab a coffee with them to catch up, eat lunch together or go for a walk if they are active. Happy hour always works too! You can do this one on one or get groups of people together in your database who know each other. 5. Homebot. Utilize your FREE company Homebot account by adding your clients after closing.6. Real Estate Reviews. Update your database once a year on their neighborhood and home values. This can be done face to face, emailed or mailed to them. Keep it short, sweet & a brief overview of what real estate is doing in their area. This is not a full blown CMA that you would do to list the house. This ensures you are always top of mind when your clients go to sell their home but it also positions you as the expert. Awesome idea from a company agent: Set your buyer clients up for a monthly automated update when they close...everyone likes to see what their neighborhood is doing!7. Occasion cards - Christmas/Winter Holiday cards are a no-brainer, but could you think of other reasons to send out a big batch of cards? Happy Spring with a little hint that you would love their referrals (maybe with a packet of ower seeds)? Happy Summer (maybe with an ice cream coupon or a package of water balloons)? Valentine’s Cards (with a cute pair of socks or a little box of chocolates)? Try to think outside the box, people love to receive these little thoughtful, quirky packages that let them know that you thought of them!8. Client appreciation parties - Show your gratitude and get people together to reconnect. This is a time to celebrate! Treat your clients to a Rockies game, a sip and paint, dinner or host a happy hour. There are so many things you can do and this has a huge impact on your clients!
PAGE 358 Ways to Build Your BusinessHere are eight little things that you can do TODAY to build your business starting tomorrow. If all 10 don’t strike your fancy, that’s ne, but choose 1 or 2 or 3 and give them your all…your future business will thank you for it!1. Give your database a little love.• If you don’t already have a database uploaded into LiveLINK, you are missing out on some automated marketing, as well as the opportunity to target your different audiences through custom marketing pieces designed to reach people where they spend the most time…in their inbox. Turn up some tunes and dig in… USE that LiveLINK account. • If you already have a database, we challenge you to add 10 names to it today. People you exchanged business cards with at the bar last night. The guys you met at last week’s poker game. The moms you met at the playground yesterday. Building your database is an ongoing process that is vital to your success. 2. Pull 3 quick CMA's for people that you know and email them.• Look through your client history. Did you sell someone a home 3 years ago that has drastically increased in value? Send them a CMA and a quick note letting them know!• Did you list a house 1 year ago that never sold? Send them a new CMA and a quick note letting them know that their equity position has changed, and ask them if they might still be interested in selling. You never know…and at the very least you are providing value and some interesting information….no one hates that.3. Send some merch.• Take a few minutes and pop them into the mail along with a personal note just saying “Hi…I thought you would like this…enjoy!” or better yet, drop by and knock on the door, and leave a little package and note hanging on the doorknob or sitting on the porch as a fun, thoughtful and totally random surprise!4. Plan a holiday client appreciation get-together.• Invite your MIP’s (Most Important People) over for an ornament or cookie exchange…plan a happy hour meet up at your favorite restaurant…organize an Ugly Sweater Pub Crawl…host a Kid’s Night Out so that parents can go holiday shopping…the possibilities are endless, and bringing your favorite people together is an easy way to say Thank You for their business and referrals!5. Work on your business plan, budget, and nancial goals.• It’s really important that you take some time to plan your year and beyond. Taking some time to evaluate your last year of business, analyzing what is working for you, and guring out where you might be able to increase your production or cut some costs going forward is a key part of your future success.• We have found the Breakthrough Broker Business Plan to be a useful resource: http://breakthroughbroker.com/breakthrough_success_plan6. Get social.• Spend some time on Facebook, Twitter, LinkedIn, Pinterest and/or Google+. But instead of just clicking on hilarious kitty-cat videos and getting distracted by yummy-looking recipes and DIY projects…get social with intention and motivation.• Like and comment on your MIP list’s posts…you might call them your “A-list” or your “Close sphere”…I call them my MIP’s…my Most Important Peeps…these are the people who use me over and over again to handle their Real Estate transactions. They refer me business. They trusted me with Grandma’s estate, and they know that they can reach out to me whether they are going bankrupt or just want advice on paint colors.
PAGE 36If you haven’t already, create a Facebook list of your “MIP’s”…and make sure to check their updates regularly. Tell them how cute their grandkids look in their school photos, compliment them on the photo of their holiday decorations or sunset shot. Let them know that you’ve seen their post and that you appreciate it. This only takes a few minutes, but it goes a long way toward nurturing a relationship!• Talk to the marketing department about our proprietary social media program, LiveSOCIAL.• Look for change. Is someone in your FB feed complaining about trafc or a long commute due to a recent job change, or announcing a pregnancy? Is one of your Pinterest buddies suddenly pinning nursery ideas or wedding inspiration photos? Did anyone get recently engaged, divorced, widowed, or empty-nested? These are the people that might need you. Be there for them. Reach out with an earnest Congrats or Condolences, and let them know that you are there to serve their needs, whatever they might be. Even if it’s just a broken water heater or a rant about how their house is suddenly “too small”…can you offer a vendor referral or other resource? You can do this as a comment, or as a private message…or even a phone call in the right situation. 7. Get out and meet some new people.• Go somewhere new, by yourself, for happy hour, lunch, or dinner. Sit at the bar. Chat up the bartender. Introduce yourself to the people who sit down next to you, and ask questions about them. Be open, and don’t be afraid to talk about what you do.• Seek out a new book club, mastermind group, volunteer opportunity, or meetup group. Help with a political effort you believe in, pitch in at a local animal shelter, offer to sponsor a booth at a local event, or join a new networking group. Expanding your sphere will build your business…do good and connect, it works every time.8. Get back to basics.• Think INSIDE the box. Yes, you heard that right. » Knock on some doors. » Call on expired listings. » Work your database. » Ask for the business. » Call on FSBOsSometimes, it’s hard to be in sales. Even with all of the tools and the bright and shiny new stuff…you gotta WORK. Finish the year strong, and set yourself up for success in the New Year!
PAGE 37Thank You Notes12 Thank You Cards To Generate BusinessSending Thank You cards is an easy way to generate goodwill that leads to new business. Make it a goal to send 2 Thank You cards a day. Doing so will generate business.Just think about this a second: Someone sends you an email thanking you for listing your home with them, or someone takes the time to handwrite you a note in a lovely thank-you card and mails it to you. Which one makes you feel special?1. Thank You After Giving a Listing PresentationThank you … for giving me the opportunity to discuss with you the benets of allowing me and my company to service your real estate needs. We believe that quality blended with excellent service is the foundation for a successful business relationship.2. Thank You for the ListingNow we’ll go to work … in serving you to get happily moved. You can be assured that my company and I will do everything possible to consummate a successful sale for you.3. Thank You After Not Getting the ListingThank you… for taking the time to analyze my service. I regret being unable at this time to prove to you the benets we have to offer. We keep constantly informed of new developments and changes so I will keep in touch with the hope that in the years ahead, we will be able to do business.4. Thank You to Buyer After ShowingIt was my pleasure … meeting you and having the opportunity to show you homes. You can be assured that I will do my best to help you nd the perfect home and get you happily settled.5. Thank You After PurchaseNothing excites me more … than helping someone nd their new home. I am very happy for you and feel condent we will have no problem getting you happily settled. Please call me if any questions arise.6. Buyer Thank You After Close of EscrowIt’s been my pleasure … helping you get settled in your new home. We are sure you will enjoy many happy years in our community, and hope you will call me if I can be of service to you or any of your friends7. For Sale By Owner Thank YouThank you … for showing me your lovely home. I sincerely wish you the best of luck in selling it. If you should nd need to employ a professional real estate rm, I would appreciate the opportunity to show you all the excellent benets we have to offer.8. Happy AnniversaryIt’s with great pleasure that we wish you a happy anniversary. It was just one year ago you let us serve you in nding your new home. We are proud to have you as one of our satised clients and hope you will enjoy many happy years in your home.9. Referral Thank YouThank you … for referring the Smiths to me. You can be assured that I will do my best to help them and justify your condence in me.10. New On the Market CardGuess what your neighbor just did? They’ve selected us to sell their home. If you have a friend or relative looking for a nice home in this area, please give me a call.
PAGE 3811. Thank You to Anyone Who Gives You ServiceThank you … It is gratifying to meet someone dedicated to doing a good job. Your efforts are sincerely appreciated. If my company or I can serve you in any way, please don’t hesitate to call.12. Telephone ContactThank you … for talking with me on the telephone. In today’s business world, time is precious. You can rest assured that I will always be respectful of the time you invest as we discuss the possibility of a mutually benecial business opportunityWith each card we suggest that you include your business card … with “Thank You” handwritten on it.
PAGE 39Open House Best PracticesBenefits of an Open House For Yourself and Corcoran Perry & Co.• Helps you meet new clients, both buyers and sellers.• You can promote new listing you may have coming on the market.• Helps sellers want to list with you when they see that you do Open Houses.• Gives you practice discussing your business with the general public.Coordinate a Corcoran Perry & Co. Open House• Watch for the weekly Open House Sign-Up email from ofce staff. Reach out to listing agents and ask if you can hold their listing open, even if it’s not on the list. Be proactive!Prepare for Your Open HouseLearn about the house and neighborhood: • Ask listing agent for facts about the property• Are there special features you need to know about home or area?• Is there an HOA? What does it cover and would I need to know any special facts about this particular home?• Do you know any details about the schools nearby?• Does the home have current counter displays inside with disclosures or other important information?• Is the brochure box up to date? (If not, offer to take brochures to the home.)• What are some special features about the home or its location you think I should know to help me better sell the home?• Pull three similar homes in area to share with potential clients. Better yet, have your laptop ready to go with recent search results. Pull sold stats for the neighborhood. Pull active & under contract listings in the neighborhood.• Preview other listings in the area so you’re educated about other listings that folks have seen or may be interest in.Get Your Open House Kit Ready To Go. It should include:• Personalized Property Flyers• Pens and Paper• Business Cards• Neighborhood Map• Free gifts/snacks/inexpensive giveaway item• Printed sales data/recent sold data• Buyer Interview Forms• Tear sheets
PAGE 40• Laptop or iPad• Sign-in Sheet or laptop/iPad with Open House Pro installed• Open House yers prepared with your contact informationGetting People to Your Open HouseSignage:• Install at least 4-6 directional signs the Friday before your open house. Put them at every major intersection. • All ofces have generic a-frame signs for you to borrow. Please limit the number of signs you borrow to four so we have enough for other agents and make sure to return to the ofce you borrowed from.The Week of the Open House• Share on social media (you can order a social graphic by submitting a general marketing request on Brandfolder)• Post your open house schedule on Zillow, Trulia, Realtor.com, MLS, Facebook, Twitter, etc. Ask the listing agent to help with this if it is not your listing. • Walk the neighborhood around the house with open house yers or door hangers. Let the neighbors know the home will be open. Leave in screen doors. Do not put yers or door hangers in mailboxes.• Add balloons to the directional signs right before the open house. Balloons, balloons, balloons. It makes a world of difference. Place your large sandwich board sign in front of the house with more balloons. • If there’s a yer box, remove yers during your Open House so people need to come inside. Replace afterwards• Walk through the house to prepare for your open house. Focus on appealing to all 5 senses: » Sight: Walk through the house, tidying, straightening, lights on all the lights. » Sound: Play appropriate music, soft easy listening, background. Bring a speaker » Smell: Open windows. Bake cookies. Be sure it smells nice and welcoming. » Touch: Have yers for them to look at and carry around. Bring sample listings of other properties in a similar price range. » Taste: Back to the cookies. Bring goodies. Have chai tea or cocoa in the winter. Lemonade in the summer. Water.• Dress professionally. Create a great rst impression with potential clients. Be a great host or hostess! Engage in friendly conversation. Follow Up!
PAGE 41Open House Tips• Close the door, which requires the potential client to ring or knock and feel invited in and hosted by you. The open door puts them in control of your space. It is a great safety idea as well for you and the seller.• Greet them with a handshake, thanking them for coming out today and announce you have a refreshments you would like to share with them (or a small piece of schwag). Handing them a giveaway, etc…• Ask them to please sign in before viewing the home for your safety and the safety of the owner. State that you will be sharing all the sign in sheets with the owner.• Allow them to look around. While they are looking around, glance at the answers they lled out on their sign in sheet to help with your conversation. (Check to see if they already have a REALTOR® they are working with. Maybe bring up their current neighborhood if they wrote down an address.• Engage them by asking what they thought of this home. » Could they see themselves living here? » What are they looking for? May you offer a few suggestions? » Do they have a house that they would need to sell? » Ask if you can send them some important information or register them for a Home Search. You can invite them to log into your website and begin to save items into their favorites.• Don’t ignore nosy neighbors. Prove your value and neighborhood knowledge. They are a potential listing client.Closing Down and Follow Up• Be sure the home is locked up and lights are left as instructed. • Send a written note or a follow up email immediately after the open house. • Keep in touch with the people you met, and have reminders to follow up. Don’t just email properties. Create a relationship. If they are not ready to do anything, ask permission to follow up. Then follow up when you said you would. Add to LiveLINK and categorize as open house leads / group C in the “marketing category”.Tips from Corcoran Perry & Co. Open House Pros:• It’s a numbers game. The more open houses you do, the more success you’ll have.• Even one person coming in can be a success.• Property Packets ready to go.• Find conversations that create a common interest.And more…• Ask open-ended questions:. “What brought you out today?” “Who’s looking for a house?” “What attracted you to this house?”• Avoid yes and no: “Do you want to buy a house?” “Are you working with an agent?”• Focus on the features of the house rst, then ease into their wants and needs. Let them rst feel that you’re there to present the property, not convert them to clients.• Get sign-in details, not just email.• Give the information of value in the conversation rather than focusing on getting information from them.
PAGE 42Open House & Showing Safety Tips• When possible, ask a coworker to join you for a showing or open house. If you’re meeting a brand new client or hosting an open house event, it’s always a good idea to nd a coworker or other friend to join you.• If someone can’t come along, tell someone (even more than one person) the details of where you are going and who you are meeting.• Be on your phone in your car when the other party shows up. You can tell your friend on the phone the type of vehicle and license plate number. Get the message out in advance.• Record anything you can on your cell phone. Get a picture of the person's license plate and/or driver's license. In fact, ask to see a person's driver's license before letting them see a property.• Always have your phone in hand. Keeping your phone turned on and ready to make an emergency call is also a must. But don't be overly reliant on your phone and/or 911 because occasionally you will be without cell service and statistics show that 911 takes 20 minutes on average to respond to emergency calls.• Walk behind clients, not in front of them. By keeping clients in front of you, your eyes can be on them at all times and the chances of being caught off guard lessen.• Don't go downstairs when showing a property. Make some excuse as to why not like that you are expecting another client to show up.• Pepper sprays can be problematic to use and access. Try bug spray. In most cases it's cheaper, effective, and can be left in easy to access locations that assailants won't notice.• Lastly, always trust your gut. If something feels off and you don’t feel safe, get yourself out of the situation immediately.Safety AppPlease use a mobile friendly safety application. There are many on the market but our Realtor Associations provide the Forewarn App free of charge. With Forewarn you can run a background check on any person to verify their identity and see if there is cause for concern. Forewarn will also tell you if there is a reason to believe the person does not have the nancial wherewithal to complete a home purchase. For more info go to www.forewarn.com.
PAGE 43Open House Mistakes Only Rookies MakeDon’t believe what some agents say -- that “these marketing events are a waste of time.” When done right, open houses attract buyers and potential clients.Not only do open houses create opportunities for sellers to nd buyers, but they also create future business opportunities for real estate agents — when they’re done right.Despite the fact that open houses can be excellent for both sellers and their agents, many real estate rookies don’t take them seriously. After a few half-hearted attempts with open houses, rookies often claim that they’re a waste of time.Well, they are a waste of time, if you blow the opportunity.Honestly, though, there’s no excuse for wasting everyone’s time with uninspired, ineffective open houses.After all, holding an effective open house isn’t rocket science; it’s simple as long as you avoid the following rookie mistakes:Not Selecting the Right HouseNot every home is a good candidate for an open house. Some homes simply aren’t suited for this type of marketing.A run-down home, for instance, is denitely not an ideal candidate for an open house. Buyers likely won’t be impressed with the home or with the agent.Don’t forget that open houses are representative of your real estate business.Poor MarketingWhy put time and money into an open house if you’re not willing to market it? It just doesn’t make sense.Regardless, it’s not uncommon for rookie agents to advertise their open houses with nothing more than a single sign. That’s not enough! Try to place 4-6 signs. Think ahead of time where trafc will be coming from. Try not to have people drive more than 2-3 blocks without seeing a follow-up sign, you don’t want to have them lose interest. If need be, drive the neighborhood beforehand and think about trafc ow,one-way streets, etc..For an open house to draw enough attention to make it worth doing, substantial marketing is required. Multiple signs, social media posts and advertisements must be used to generate interest.Not Setting Up For Lead GenerationSetting up on the day of an open house isn’t just a quick, easy cleanup — at least it shouldn’t be. Getting the home looking as good as possible is just the rst part of preparing for an open house.The second part is setting up systems to ensure optimal lead generation. These systems include sign-in sheets, the placement of marketing materials and giveaways.You can get creative with the ways you generate leads at an open house, just remember to make an active effort to get the contact information of people who show up.
PAGE 44Forgetting to Follow UpForgetting to follow up with attendees is one of the biggest open house mistakes an agent can make; it’s even worse than performing poor marketing.If you’re not going to stay on top of follow-up, you shouldn’t bother with open houses. Potential buyers will only remain interested in a home for so long; something else is always just around the corner.Potential clients are even less forgiving, and you can’t blame them. Why would they hire you as their agent when you’re not even willing to call them back?Open Houses Are Worth DoingDon’t believe what some agents say about open houses; they aren’t a waste of time.If you’re willing to put in the work and able to avoid the aforementioned rookie mistakes, they’ll pay off for you and for your sellers.It is FREE marketing and gives you an instant opportunity to meet potential buyers and sellers. Be yourself and try to connect to people. Smile, relax and have fun with it!Annual Real Estate ReviewsStay connected to your database, win listings & provide exceptional value to your sphere. Do two of these a week, no matter what kind of market we are in and be guaranteed a stable and successful business. Build a customer service brand that is legendary in the industry by providing exceptional value. • When you close a buyer transaction, set a reminder for their home anniversary date in your calendar. • Call client on home anniversary and offer them your free annual home value review. Talking Point: Tell them you do this as a service for all your clients on an annual basis because you feel it is important that they always know the value of one of their largest investments and assets. Let them know you would like to grab a cup of coffee and review this with them. • Use this technique to reach out to your personal sphere who has not purchased from you as well. Set a goal to do 2 per week. • Face to face is always best. Schedule a time to review over coffee, lunch or happy hour. Reconnect and strengthen your relationship and listen for life changes that could indicate a move in their future. • If their schedule is too busy to meet up then email them the CMA. Call to review after emailing it to them. • Keep the annual review simple. You don’t need to do a full scope CMA. Talking Point: tell them this is a broad view of their neighborhood and home value. • Package the CMA with a cover letter, current month’s stats & a business card.• Send a thank you note after the meeting. Let them know how great it was to catch up with them. • Set a reminder to repeat next year.
Skill Builders
PAGE 47Engaging in the Sales & Negotiation ProcessSales Tactics & Qualifying QuestionsA sales process you can use with other brokers, buyers, sellers & in your personal life to move towards a buy-in, results & engagement. Use this process for your rst buyer meeting to qualify the buyer and set expectations of the process. Don’t rush this process but instead move slowly through this conversation to achieve maximum results without appearing “pushy”. The goal is to nd out truly what the other party wants, needs & how you can best serve those needs to create a win/win situation for both parties. Follow the proper question sequence:1. Develop Rapport • Make them comfortable with you.2. Probe Inquiry• Ask about why they inquired about you & your service. 3. Qualify Opportunity• How motivated are they? Timeline? 4. Ask Key Empowering Questions• Dig deep to nd out their why. 5. Ask for Conditional Commitment6. Answer Questions7. Close the Sale 1. Develop Rapport• First couple minutes - Make them comfortable.• Step 1 is done prior to starting the Corcoran Perry & Co. Seller Presentation and when you rst arrive. • Connect: » “How are you today?” » Compliment them. » A few F.O.R.D. Questions (Family, occupation, recreation & dreams) » How much time do we have together today?• Take to sit down - different location - fresh energy - offer a gift (drink? Corcoran Perry & Co. schwag?)
PAGE 482. Probe Inquiry• Step 2 is done prior to starting the Corcoran Perry & Co. Buyer Presentation. • Based on their answers to the below, clarify with: » “What are your goals?” » “What was that like for you?” » “How did you handle that?” » “Tell me more about that.” etc. º Where are you living now? º Do you own your current home? º How long have you owned it? º Tell me a little bit about it. º About how many homes have you owned in your lifetime? º When you purchased your current home, what was the process you used to nd that home? º How did you start looking? º What did you do next? º How long did it take to nd the home? º How did that process work for you? º Is there anything that you would like to change on this purchase? º If this process could go perfectly how would that look for you? º Are you familiar with how real estate works here in Denver? (If they are from the local area ask, are you familiar with the current market conditions?)• Ask details about their inquiry into your service. » How did you hear about me? » If this is the rst time they have purchased ask them what is motivating them to buy? » If they have purchased before ask them why they decided to move? » Are they familiar with how buyers work with a REALTOR®? • Start Corcoran Perry & Co. Buyer Presentation.
PAGE 493. Qualifying Opportunity• “Our goal is not only to help you nd the right home but to make sure you don’t miss anything or pay too much.” • “Have you started looking at homes already? Do you have a list of homes you like? Let’s review your list together.”• Explain all the different places that you will search to send them homes. » MLS » New Construction » FSBO’s » Coming soon properties » Bank owned properties » Short sales• “The way we ensure you don’t miss a potential property for sale is to search all possible places for homes for sale and then provide you with a full list to choose from. That way you can eliminate the ones that don’t work for you and select the ones that do. You control the process.”• “The goal will be to have a list of your top three favorite properties that you can then narrow down to one you want to make your home.”• “I will then run comps for you so you know what the market is paying for similar properties. That way you know that you are not overpaying for a property.” • “Let’s dig into the fun part….What you are looking for in a home!”• If there is more than one person have them each ll out page 4 & 5 in the presentation separately. • Then spend time having them share each thing they are looking for. Have them list what they are looking for and then next to it why they are looking for that. Try to think globally, too many details will get your buyers pigeon holed and not open minded. • “What is your ideal timing to move?”4. Ask Key Empowering Questions - Dig Deep to Find Out Their Way • “How do you dene superior customer service?”• “What are you looking for from me?”• “What key factors will determine if you hire me today as your REALTOR®?” • “How do you like to communicate? Text, email or phone?” 5. Ask for Conditional Commitment• “If I am able to meet all your needs and overcome any challenges are you willing to sign this agreement with me?”
PAGE 506. Answer Questions• Keep in mind to specify exactly how you would meet their needs and or alleviate their pain when answering questions. • Use a story to explain the need for the Exclusive Right to Buy. » “I explain that our state law requires it and that it is a trust contract protecting both parties. To lighten the mood I tell them that it’s like dating vs marriage. We will date for an agreed amount of time and trust each other to do what we say we are going to do. This transaction will be between us and us alone. Unlike marriage where it will cost to break the relationship this agreement is like dating we can end it at any time.” » “Ask them if they have ever carried out an expensive transaction without a contract, even cell phones require them.” 7. Close • “What other questions do you have that we haven’t covered?” • “What do you need in order to move forward with this?” • “How can I help you move forward with this?”Buyer Presentation PacketUse a Corcoran Perry & Co., two-pocket folder. Paperclip business card on left hand side of folder pocket. This packet is the information you will go through at the listing appointment.• Personal brochure, bio sheet & testimonials• Personalized Buyer Presentation• General Market Statistics (current) » Latest Market Report Infographic » Other appropriate stats (new home sales report, etc.)• Copy of Corcoran Perry & Co.’s latest collateral. Insert on left hand side of folder• Copy of Buyer’s agency• Thank you gift - Corcoran Perry & Co. water bottle or coffee mug in a wine bag or a “Free Moving Kit” box lled with appropriate supplies.Buyer Presentation Talking PointsPractice makes perfect! It is important to know your talking points inside and out so you instill condence in your potential client to hire you as their REALTOR®. This is your rst chance to show them your expertise so don’t let your nerves, or lack of comfort with your presentation, keep you from success. No matter how many years you have practiced real estate it is important to spend some time every year reviewing your presentation and working on improving it.Lucky for you our marketing team has created a beautiful presentation for you to use! These talking points will help you with all the elements of your buyer intake meeting.Practice with a friend or in front of a mirror...the more times you say something, the smoother it will sound! Bullet point what is important to you. Find ways to Ad-lib and sound natural!! Practice, practice, practice!!! Find your rhythm.
PAGE 51Buyer Strategies in a Seller’s Market1. Best starting point! Take the time to draft an email template to your buyer in the beginning of working with them. Long before they write their rst offer. Break down all the strategies out there and the pros and cons. Give your buyers time to digest what is happening and to choose what they are comfortable with without feeling like you are pushing them to do these things. 2. Escalation Clauses can work, but always include a cap. When adding any type of clause to the contract, please talk to a managing broker.3. Increase earnest money above asking - money will be hard after inspection4. Show proof of funds for the down payment. The higher the down payment the better in this market. It potentially allows for buyers to reallocate funds if the appraisal comes in low. 5. Point out every single thing that is good about the lender. Do they fund the day before to ensure a smooth closing? Have you worked with them for years? Have the lender do a preemptive phone call to the listing broker. Have them follow up with an email as well. 6. Knowing the seller’s need for closing helps too. Do they need to nd a replacement property? Can you offer a free rent back for a while? Is closing as soon as possible the name of the game?7. Fast contingencies. Tighten-up your deadlines!8. Schedule your inspector before you even get the property under contract. That way you can do the inspection within a day or two of going under contract. Or inspect before offering and remove the inspection contingency. 9. Write an additional provision that the buyer will only ask for an inspection items over “x” amount.10. Have the lender order the appraisal on day one of going under contract. 11. Write a clause that the buyer will bring “x” to the table if the property does not appraise. I am seeing homes go for $20k-$50k over list price right now. 12. Love letters or videos--speak to the home, not to the people!13. You must be friendly, proactive and in constant communication with the listing broker. Write an amazing cover letter pointing out all the strengths of your buyer and the offer. GENTLY stalk until the review and accept an offer. Show them how easy you will be to work with. *Make sure you and your buyer understand all the ramications of writing an aggressive offer.
PAGE 529 Ways to Succeed with New Build Clients1. Execute a Buyer Agency Agreement with your Client2. Educate Your Buyers About The Process:• Make sure they know to always let a salesperson know they are working with an Agent.• Make sure they always carry your business card• Accompany them when they visit open houses and sales ofces whenever possible. Some builders will not respect the agency agreement if you do not accompany your buyers on the rst visit.• Register your clients with Builder Ofces in advance (many ofces allow this)3. Educate YOURSELF about new home communities in and around Denver4. Educate your clients regarding new home communities and inll projects• Use the tools you have available: » Great New home search at https://www.newhomesourceprofessional.com/ » MLS5. When it’s time for a contract sit with your client and cover and sign the Frascona form Brokerage Disclosure Regarding New Constructions Contracts.6. Attend the meeting with the Salesperson when your client’s execute a contract with the builder. Now is the time you begin to show your value. Help them understand the contract, and ensure that both you and they ask questions regarding:• Completions Deadlines• Non-Refundable Deposits• Costs and payments for Upgrades• Inspections• Builder Warranties7. Follow up with Builder and your client WEEKLY.• Don’t let the Salesperson be your client’s main point of contact.• Attend ALL scheduled walkthroughs with your clients• Make sure that the salesperson is CC’ing you on ALL emails.8. Attend Closing with your Buyers paying special attention to:• Certicates of Occupancy• Post Closing punch list completion deadlines• Recordations of legal boundaries• Address assignments• Utility hookups• Billing assignments9. Follow up and reach out to your buyer 1 month and 6 months after closing. • Get feedback• Remind the buyers of their warranty period if applicable
PAGE 53Questions to Ask New Home Builders1. What are the current taxes and what are they currently based on? Do you anticipate an increase, if so by how much?2. What is the current HOA fee and what does it cover? Do you anticipate any special assessments in the near future?3. What type of warranty do you offer? Is it transferable? (including structural warranty)4. Do you have any soils reports for your development?5. Proximity to public transportation and shops?6. Can you please describe the standard and upgrade options?7. Do you have any other developments? How long have you been building? (Is smaller developments)8. Are you aware of any issues with expansive soils in this development?9. How much is earnest money? And is that all the buyers will lose if they change their minds?10. Will the design center give them pricing while they are choosing nishes or only after they have chosen?11. Will the builder’s preferred lender help with closing costs?12. Does the buyer have to sell their current home in order to qualify for their new loan?13. As their agent, what meetings do you need to attend in order to receive your commission? What is the commission and is it based on base price or sold price?14. Total # of units.15. What else is around the subdivision, and what the land is zoned around the subdivision, trying to determine how long the build time will be, and what other new builds will be around that my client will have to compete with if they decide to resell soon after purchase.16. Are you building high performance homes?17. Do you conduct HERS ratings on every home?18. What are your HERS Index scores? (Anything above 70 is not high performance)19. What energy efcient / high performance features are included in your homes?20. What should my client expect to pay in utility costs every month? 21. What is the builder warranty?22. What and when is the community infrastructure planned? Trees, parks, street lights etc. 23. Has any commercial space been leased and by who?
PAGE 54Database Management ¨ Decide on a platform that will work for you and your business.• LiveLINK• Moxi Engange (accessed through MyCorcoran)• Top Producer• Gmail• Follow Up Boss• Referral Maker• Realvolve• Liondesk ¨ Create marketing plan to go with each group.Top producers actively work their database in an organized fashion. Data is entered immediately into their database and the individuals are grouped by where they are in the buying or selling process. They can also be grouped by many other dening characteristics: neighborhood they live in, hobbies, clubs they belong to, kids & pets are some examples. Keep in mind you can have as many categories as you want for an individual but it is always important to have them in one of the three categories below to know what your specic follow up & marketing will be to them. Adapt the below for your individual business.A’s • Active Clients• Natural referrers who actively refer business to you• People who give you the “warm & fuzzy”.• People you will spend the most marketing dollars on• Clients who will be active in the next twelve monthsB’s• Potential Clients 1+ years• Friends and Family• Vendors you refer business to regularly • Networking groupsC’s• Colleagues• Open house leads• Floor leads• E-oor leads you have connected with• People who you met at a networking groupD’s (move up or move out)• E-oor leads you haven’t connected with yet
PAGE 55Improving Customer Experience“Our rewards will always be in direct proportion to our service.” - Earl NightingaleWhat is your client’s customer experience? Are their experiences with you by default or design? Are you creating “craveable experiences”? Will they refer you & give you raving reviews? Now more than ever, service excellence is a critical and cost-effective path to long term referrals, personal fulllment & nancial reward. Elevate your clients customer experience and this business becomes FUN for them & you! Take Me ThereChoose your own customer experience journey. Let’s review each step when working with clients. Brainstorm ideas to elevate the service & to bring more fun into the process for you and your clients! Below are ideas to get you started on elevating your clients customer experience. First Contact / Call or Email• Manners• F.O.R.D questions (Family, occupation, recreation & dreams)• Respond as soon as possible• Listen to the client. Don’t stress about selling yourself. This is all about serving them!First Meeting• Make front desk person aware of name of client• Be prepared• Be on time• Offer beverages• Name card greeting them• Shared board in Pinterest for dream home? Neighborhood info?• Gift (branded coffee mugs, water bottles, educational real estate book, etc.)• Always customize as much as you can for the client• If you know kids will be there bring something for the kids (coloring books, crayons etc.)Follow Up• Prompt• As promised• Doorsteps? Engage them in the process with an educational tool.
PAGE 56Showings• Is your car clean• Be on time• Are you prepared• Play music they like• Drinks or snacks available• How do you drive• Create your driving route to showcase neighborhood features• Fill a branded water bottle with ice water and have ready for your buyers• Buy a coffee for them if you have morning showings• Plan a surprise stop for fun. Ice cream to cool down in the summer?Follow Up• Prompt• As promisedTransaction• Are you communicating consistently?! • Do they know every single thing you are doing for them? Do not assume they understand what is happening or what will happen next. • Always be on time• Take the drama out! Be the calm professional• Go above & beyond. Do they want to see the house for the 5th time? No problem! • Snap a photo of the home and send a physical digital card congratulating them after going under contract• Send calendar with dates• Send contact sheet to necessary parties• Send moving tip sheets early in the process: https://brandfolder.com/s/prx720-azqaig-7u82e9• Send title info sheet• DORA Title Fact Sheet• Send as many value adds as possible. Re-purpose branded collateral from our LiveLINK Resource Center (perr.co/agent-resources).• Set up utilities for them• Set up recycling & trash for them• Schedule move in with HOA for them• Inspection bring them a gift. Coffee? Lunch? • Final walk through-sneak champagne w/ a note in the refrigerator for them to discover later. • Snap a photo of them & their new house and frame for them at closing.
PAGE 57Closing• Send detailed instructions of where closing is located and where they can park. Does the title company validate for parking?• Gift (Wine of the month, craft beer of the month, gift cards to their neighborhood local spots, offer to sponsor their house warming party...make it personalized to them!)• Purchase one of the wire clip trees and surprise them with local coupons & info clipped to the tree for their use.• Spices on Tennyson has lots of CO inspired gifts for your clients. • If your client is moving out of state give them a Colorado Cache cookbook or something to remember CO by.• Offer drinks for everyone• Hand pens to client• Guide them where to sit• Pay attention• Have zip drive ready w/docs• Closing cupcakes• Flowers• Packet of neighborhood info. Chinook coupon book• Bring their dog a gift. A new name tag with the new address• Bring kids activities if they will be at closing• Celebrate! • Set up a monthly property search for the buyers new neighborhoodFollow Up• Moving day-drop off pizza & beer, bagels & coffee, etc. • Call to check in several times that following yearOpen Houses• Give away• Greet everyone• Dress professionally• Be prepared with info• Play music in the background• Sit outside and welcome people as they arrive• Follow up
PAGE 58Listings• Over deliver to your sellers• Put a photo of their home to personalize the listing packet• Visit actives that will be the competition so you are prepared and knowledgeable of the neighborhood. Invite your sellers to join you.• Call them at least once a week even if you have nothing to say• Over communicate!• Go above & beyond• Sales tip sheet to other agents for home• Provide a clean home to next owner• Leave champagne in fridge for new buyerSphere Calls• Be yourself• Just call to stay in touch. Do not bring up real estate unless they ask• Happy bday, anniversaries, call for the big stuff! F.O.R.D questions• Never complain about real estate to your friends• Never cold call a friend• Ornaments for buyers that year• 5280 subscriptions• Boomerang cards• Specialized cookies for open houses or closings• Have a kid sphere - send kid/family friendly events• Have a pet sphere - send pet events in Denver• Send relevant neighborhood info - events & new business openings• Host a monthly happy hour or gathering to connect with your sphere• Treat them to lunch or coffee to connect with them• Always come from a place of connection. Never beg for business.• The business always follows • Hand written notes• Create a “dream home” search• Comment & care about the events your sphere posts on social sites• Send them a copy of their photos from the company harvest party•
PAGE 59Real Estate LibraryWe’ve created a downloadable PDF library of some of the most common questions we get about Denver Real Estate. Follow the links below to access the documents. Additional tear sheets can be found in our Resource Center at perr.co/agent-resources.Home Buyer Guide: perr.co/buyer-guidePreparing to Buy a Home• Home Buying Timeline (perr.co/glossary)• The Buying Process• 5 Reasons You Need a REALTOR®• 6 Tips for Finding the Perfect Neighborhood• 10 Tips for First Time Homebuyers• 10 Ways to Take The Trauma Out of Home Buying• Are You Ready to Move Up?• Condo Living Considerations• Denver Neighborhood Map• Helpful Hints When Choosing Schools in Denver• The Cost of Waiting to Buy• Understanding Agency• 5 Common First Time Home Buyer MistakesLoans• 5 Factors That Decide Your Credit Score• 8 Questions to Ask Your Lender• 8 Tips for Improving Your Credit Score• 10 Things a Lender Needs from You• Loan ConsiderationsOffer/Post Offer• 10 Questions to Ask a Home Inspector• 10 Questions to Ask a Home Owner's Association• What Your Home Inspection Should CoverClosing• Common Closing Costs for Buyers• What to Keep From Your Closing• What to Look For During Your Final Walk-Through
PAGE 60Home Seller Guide: perr.co/seller-guideGood Advice When Selling a Home• 5 Ways to Speed Up Your Sale• Moving Timeline• Moving Tips for Sellers• Preparing for an Open House• The Selling Process• Understanding Denver's Zoning• Understanding Capital Gains• What You Will Net at ClosingIncreasing the Value of Your Home• 10 Ways to Make Your Home More Sellable• 12 Tips for Hiring a Remodeling Contractor• 20 Low Cost Ways to Spruce Up Your Home• Remodeling: Cost vs. ValueFinding Your Way Around Denver: perr.co/denver-maps• Central Denver Map• Northwest Denver Neighborhood Map• Northeast Denver Neighborhood Map• Southwest Denver Neighborhood Map• Southeast Denver Neighborhood Map• Denver Neighborhoods Map• Metro Denver Map• RTD Light Rail Map• Denver Bike Trails
PAGE 61The Art of the Ask: How to Overcome the Fear of Asking for ReferralsWhy are we so afraid to ask?• You think it is a selsh act. • You don’t want to put your client on the spot. • You have not established good habits of asking.Banish the fear!• Focus on adding value.• Remember you are a solution to a problem.• Learn to ask the right way.• Happy customers are happy to help you. Keep this in mind! • People would rather do business with people they know, like & trust or that a friend highly recommends. Three types of referrals • Traditional Referrals » Someone you know directs a potential client to you » The most important type as it leads to direct business. » These are gold! • Testimonials » These live on as recommendations forever. » Can be used on your website, marketing materials & inserts for presentations.• Online Reviews » According to Forrester Research, upwards of 71% of online shoppers read reviews before buying. » These help you capture web leads. » More & more buyers are reading reviews before buying. This means more & more real estate clients are reading reviews after they are given a referral & before they make a decision of who to hire. The right time to ask• When a client is telling you they are pleased with your service. • When a client is talking about how excited they are with their new home.• When a client is pleased with the amount of money they are making or how quick their home sold.• ASK-when they are pleased with your business!• The right time to educate is throughout the whole process. Start with your initial intake meeting. • Thank all your clients at once with a party & watch the referrals roll in.
PAGE 62Examples of how to ask• Here are some examples of what to say if you are talking with a client & they are expressing how pleased they are with your service. » “Thank you. I know how stressful moving can be & I take pride in helping make the process a smooth one for my clients. I have heard some horror stories out there.” Then let them comment back. Then say “Well, if you know any other people thinking of buying or selling please pass on my name. Or if you have anyone in mind I could drop them a line to save you the trouble.” » “I would love to nd out more about what you liked about your experience working with me. Would it be OK if I used these comments in a testimonial?” » “I know that people don’t give referrals unless someone earns them. If I provide excellent service to you throughout this transaction would you be willing to refer me to people you know? » “If I do a great job for you, and I will, would you be willing to give me a referral?” » “I’m so pleased you are happy with my work. Do you know someone else who could benet from my services.?” • Here are some examples of what to say if you want to bring the subject of a referral up yourself. » Bring up a specic example of something that went really well in the transaction. Then ask an open ended question about it to get your client talking. Then after they have nished ask them if they know anyone else who would like the same level of value. » Ask them about groups they belong to. “Do you have any other friends who are thinking about buying their rst home or want to learn about the process?” “Do you have any other friends who are thinking of buying an investment property or want to learn about the process?” “Do you know anyone else in your neighborhood who is curious about their home value?” How to ask digitally or in your marketing• Send a message similar to the following: “Thanks for joining my Facebook group. Do you know someone who would enjoy neighborhood information? Please forward this link so they can sign up too.” • You can even offer an incentive. “Refer three friends and I’ll send you a (coupon/special report/other incentive) as a thank you.”• Plan occasional messages where you ask for something specic, like a recommendation or review for an online site like Facebook or Yelp. • Partner with other business owners to refer each other back & forth. Referral Program• Call & thank immediately.• Send a thank you note with a small gift.• Keep updated on the progress throughout the transaction. • Give a larger gift after the referral closes. • Give your best customers something of real value to offer to their friends (Boomerang cards w/coupon, street guide or packet of information). Once you do that, not giving that gift to a friend feels selsh.
PAGE 63Final Thoughts• You provide a service, add value & can help solve people’s problems. • Make asking for the referral part of your routine. When you’ve completed a transaction with a happy customer, that’s the perfect time to ask for a referral.• One of the best ways to elicit referrals is to give them generously yourself. Focus on connecting people. Whenever you have the opportunity to refer an associate or bring two contacts together, do so. Most people will appreciate the referral, and it may inspire them to respond in kind.• The more you ask the more you will grow!
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PAGE 65The National Association of REALTORS® introduced MLS Statement 8.0, known as the Clear Cooperation Policy, late in 2019. In summary, the policy requires listings to be entered into the MLS within one (1) business day of marketing a property to the public. Use this guide to indicate the correct statuses in REcolorado Matrix to comply with this policy and serve your clients. REcolorado Customer Success | Monday - Friday 8 a.m. to 6:30 p.m. Saturday 8 a.m. to 5 p.m. 303.850.9576 option 1 | support@REcolorado.com | © REcolorado 2022Clear Cooperation and REcoloradoWhen did Clear Cooperation take effect?Per the mandate from NAR, REcolorado began enforcing the Clear Cooperation Policy effective May 1, 2020. Warnings began immediately. Fines began September 1, 2020. Who can see coming soon listings?Coming soon listings are visible within REcolorado Matrix, distributed in data feeds, and syndicated to other websites. You may market your listing to the public as Coming Soon.are showings allowed while a property is in coming soon status?No. The listing must be in Active status in REcolorado Matrix before you allow showing of the property. This includes broker showings and open houses.How long can my listing stay in Coming Soon status in recolorado matrix? You may leave a listing in Coming Soon status for up to seven (7)* days. After this period, the listing will automatically be changed to Active. What counts as Marketing?As defined by NAR MLS Statement 8.0, marketing includes but is not limited to; distributing flyers, flyers displayed in windows, yard signs, digital communications such as email blasts, multi-brokerage listing sharing networks, applications available to the general public, and digital marketing on public-facing websites including IDX, VOW, and syndication portals. Please see Appendix A of REcolorado Rules and Regulations for more information.What if it’s not ready at the end of the coming soon period?If you’re not ready to make your listing Active after the Coming Soon period has ended, you may change the status to Withdrawn. Days in MLS will not accumulate in Coming Soon or Withdrawn status. Only change your listing to Expired if the listing contract has expired or has been terminated by mutual agreement between the seller and listing agent. When does A listing need to be entered into REcolorado?You must enter a listing into REcolorado Matrix within three (3) business days from the effective date of the listing agreement or within one (1) business day of marketing a listing, whichever comes first.
PAGE 66timing of a new listingREcolorado Customer Success | Monday - Friday 8 a.m. to 6:30 p.m. Saturday 8 a.m. to 5 p.m. 303.850.9576 option 1 | support@REcolorado.com | © REcolorado 2022Once a listing agreement has been signed, you have three (3) business days from the effective date of the listing agreement to enter that listing into REcolorado Matrix. If no effective date is specified, it is assumed effective from the date the agreement is signed. You may enter a new listing as either Coming Soon or Active. listing agreementOnce you begin marketing a listing, it must be visible in REcolorado Matrix as Coming Soon or Active within one (1) business day.marketingCSNComing soon1 dayMax 7 daysMax 3 daysBefore you open the door for a showing or an open house, the listing must be Active in REcolorado Matrix. ShowingsAActiveComing SoonYard signs must have a Coming Soon rider during this stage. not readyIf you do not wish to make the listing Active after the Coming Soon period has ended, you may change the status to Withdrawn. Days in MLS will not accumulate. wWithdrawnUse the No Showings Until field to indicate when the listing will be available for showings in Withdrawn or Active status.
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