New This Month
Print Article Archives
Reprints / Subscriptions
Editorial Calendar
Media Kit
Popular Features
Architecture Guide
Cost vs. Value Report
Good Neighbor Awards
Handouts for Customers
Top 100 Companies
Take a Quiz
30 under 30
Young Professionals
REALTOR® Emeritus
Architecture Guide
Cost vs. Value Report
Good Neighbor Awards
Handouts for Customers
Top 100 Companies
Take a Quiz
30 under 30
Young Professionals
REALTOR® Emeritus |
SALES MEETING TOOL KIT: CONVERTING FSBOs |
||
|
 Converting FSBOs: Introduction Component 1: Facilitator Talking Points Component 2: Agenda Component 3: Handout 1, Eight Reasons FSBOs Need You Component 4: Handout 2, A FSBO Prospecting Plan Component 5: Activity 1, Responding to FSBO Objections Component 6: Activity 1, Responding to FSBO Objections Answer Sheet Component 7: Handout 3, Ten Free Things FSBOs Want Component 8: Activity 2, Role Play-- FSBOs Face-to-Face Component 9: Activity 2, Role Play-- FSBOs Face-to-Face Discussion Directors Component 10: Handout 4, Getting Fees from FSBOs Component 11: Other Resources |
Component 9 Activity 2: Role Play--FSBOs Face to Face Discussion Directors Divide participants up into pairs and then assign each pair one of the three scenarios to role-play for five minutes. Then use a flip chart or chalkboard to write the suggestions for responses and share them with participants. FSBO Scenario A: Susie and Sammy Smith. A successful two career couple—she’s in HR, he’s an attorney. They have one child, with a second on the way. They’re moving up to a bigger home in a suburb with better schools. They’re smart, selling into a strong market, and don’t see why they should “waste money” on a real estate associate who won’t do much for them anyway. FSBO issue: Time: They have a busy, hectic life. Salesperson response: Time: You would have more time for your job and your family if you let someone else take care of the many details of selling a home. FSBO issue: Intelligence: We’re smart, and we can do anything you can do. Salesperson response: Intelligence: I’m sure you’re able to understand what’s involved in a real estate transaction and your input on the best selling features of your home would be very valuable. But I have experience on my side. I’ve been selling homes for (number of years), and I have been faced with quite a few different situations. After all, would you like to have your baby delivered by a brand-new resident or a doctor that’s delivered 100 healthy children. It’s not the basics of the transaction; it’s how much experience you have to know how to react if something goes wrong. FSBO Scenario B: Fred and Ethel Merton. The Mertons have lived in their home for 30 years. Their children are grown, and they’re planning on moving to a condo they own in Florida. They think it will be fun to show people around their beautiful home that they’ve spent so much time working on. FSBO issue: Lack of urgency. The Mertons already own a home and don’t need to sell by a set date. Salesperson response: Why waste your time hanging around waiting for the house to sell when you could be playing golf in Florida. By listing with me and leaving the day-to-day selling in my hands, you can be all moved and settled in Florida in time for the holidays. FSBO issue: Pride in home. The Mertons have a tremendous sentimental attachment to their home, and Mr. Merton has spent hours and hours on home improvement. Salesperson response: Because we advertise so many properties, we get a huge number of buyers coming through our office, many more than you’re going to be able to find with your own promotions. I’m confident I’ll be able to find the perfect buyer who will appreciate and care for your home as much as you do. OR (If the owners have had prospects not return or seem reluctant to make an offer) Sometimes, it’s hard for a buyer to be honest about a home with owners like you who have put so much care and love into the property. A buyer might like the home, but want to make changes, and feel uncomfortable discussing them with you. As an outsider, the buyer will understand that I’m objective and feel more comfortable negotiating with me. FSBO Scenario C: Phil and Phyllis Proctor are a middle-aged couple with two children who moved here two years ago because of a company transfer. They had the “world’s worst experience” buying their home through a competitor and swore they would never work with a real estate salesperson again. They’re also eager to move because Phil’s company has transferred him again, and he has to start working in the new city in September. FSBO issue: Concern over timely sale. The entire family would like to move when Phil is transferred so that their children could start the new school year in their new city. Salesperson response: Currently, our company has been selling homes in your neighborhood within (number of days), which should give you plenty to time to close the sale and get settled in by September. And if you need to move before the house is sold or closed, I can continue to market the home or coordinate property inspections and repairs for you. Finally, if necessary, I could help you locate a lender that might provide interim bridge financing so you can buy a new home before you close on your current one. FSBO issue: Earlier bad experience with real estate salesperson. This salesperson’s carelessness almost lead to sale of the Proctor’s last house falling through, which would have left them owning two homes. Salesperson response: I don’t really know the circumstances of your last bad experience, so I’m not really in a position to comment on your last salesperson. Unfortunately, real estate, like every profession, has a few people who really don’t belong in the business. But if you don’t give good customer service, you usually don’t last long in real estate. I’ve been in the real estate business for (number of years) and have hundreds of satisfied clients. You can read some of the testimonials in my listing presentation, but if you want the chance to talk directly with my clients, I know they’d be glad to talk to you. (Here try to mention a client that might be somehow connected to the client--I sold a home last month to the sales manager of your company, Phil. Plus, I represented the Jones who live in the next block when they bought their home a year ago.) Let me ask them first if they’d be willing to chat with you and if they are, I’ll ask them to give you a call. Component 10: Handout 4, Getting Fees From FSBOs > |
|
|
|
|
|