FSBO Flashcards
“We will only list with agents that have brought clients by while we were selling on our own.”
“I can understand why you might think that is a smart thing to do…I mean it only
seems logical…doesn’t it?” (Yes)
“You’re right, it does seem logical, unless you know how the real estate business
works…can I let you in on a little secret?” (Sure)
“Well, there are two types of agents…listing agents and buyers agents. Of course
both listing and selling, but let me ask you this…
“You want to list your home for sale and get it sold, right?” (Right!)
“Then you want an agent that knows marketing…does that make sense?” (Yes)
“Agents that take buyers to FSBO’s aren’t marketing agents, they are buyers
agents…They specialize in selling one-on-one.”
“So, I’m curious, which do you think is going to get your home sold…An agent
that tries to sell people one at a time or an agent that sells to the masses trying to
pinpoint that one perfect buyer for your home?
“I’m sure no other agent even took the time to explain that to you…did they?”
(No)
“Do you see why it makes sense to list with an agent like myself that spends all
day marketing your property on a mass scale?”
“We want to try selling it ourselves.”
“I totally understand the thought of trying to get a home sold yourself…I mean,
let’s face it…saving that commission can mean some good money in your
pocket…right?” (Right!)
“So, I’m curious, are you familiar with the difference between passive and active
marketing?” (No)
“Real quick…Passive marketing is basically sitting around doing nothing like,
holding open houses, sending out flyers or advertising in the newspaper…
“Were you thinking about doing any of these things?” (Yeah) “I was afraid of
that!”
“These methods only work about 25% of the time! Yet, agents sell this concept as
if this was the answer to all your problems…right?” (Right)
“Which then makes you think well, what’s so hard about that…I could do
that…right?” (Right)
“The problem is…this doesn’t get a home sold anymore…
“Do you understand now what I mean by passive…sitting around with your fingers
crossed…waiting for the buyer?
“Active Marketing, on the other hand, is literally getting on the phone every single
day and personally contacting as many people as I can 25, 50, even 100 a day.
“The key is…asking them if they would like to buy your home, if they know
someone who would like to buy your home, or if they would like to sell their
home.
“Do you know why I ask if they would like to sell their home? Because the more
signs I have the more buyer’s calls I get to show your home…does that make
sense?
“Now…which way passive or active do you believe will get more homes sold?
“And you understand that I am doing active marketing on you as we speak, right?
“So, how many people do you think you could call a day to try and get your home
sold…and by the way have you ever done telephone soliciting before?”
Top Agent Alternative:
“You can try it. Lots of people do. It is like going to Las Vegas. Millions of
people go, and every now and then someone hits the jackpot, but the vast majority
of people lose money or Las Vegas wouldn’t be there. Every now and then a seller
hits the jackpot, but the vast majority needs an agent or the real estate industry
wouldn’t be here.”
Top Agent Alternative:
“Let’s talk, okay? John, you are an attorney and try cases in court daily. I can’t
imagine walking in and trying the case myself. I am a professional real estate
agent. I know what I am doing. I am here to release you from the extra stress. I
have a record 98.8% full contracts. I earn my commission. I bring you top dollar.
I close the deal.”
“We have a good friend in the business.”
“I can appreciate that, almost everybody does, so when would you like to see how
85% of the homes I list for sale sell and why only 40% of the homes listed with
other agents sell…tonight at 6:00 or tonight at 7:30?”
Top Agent Alternative:
“Your friends will want the very best for you. I will be happy to call them for
you.”
Top Agent Alternative:
“Are you willing to jeopardize your friendship?”
Top Agent Alternative:
“You owe your friend friendship. You owe me nothing. But you owe yourself the
best. Don’t you want the best agent working for you?”
