How to List and Sell Real Estate in the 21st Century

by Kennedy, Danielle; Jamison, Warren

• ISBN13: 9780324136944
• ISBN10: 0324136943
• Format: Hardcover
• Copyright: 1999-01-01
• Publisher: South-Western Pub

Summary

This unique book provides a comprehensive and practical introduction to the resources, strategies, and skills essential for success as a real estate professional. Based on the author's own experience as a real estate agent, this book is a complete, detailed, and ready-to-go program for training real estate agents. It will provide new agents with the ability to list and sell, and do it all quickly.

Table of Contents

Foreword	xiii
Acknowledgments	xv
Attention Brokers and Managers	xvii
About the Authors	xix
Breakaway	1	(8)
Barriers and Fundamentals	1	(1)
If You're New to Real Estate	2	(1)
Should You Join a Buyers Only Firm?	2	(1)
Take Off Strong from the First Day	3	(1)
Check with Your Broker	4	(1)
Surface Details	4	(1)
If You're Not So New	5	(1)
What Do You Need to Begin Your Breakaway?	5	(1)
What Do You Need to Complete Your Breakaway?	6	(1)
Formula III Schedule	6	(2)
A Forerunner of New Ways of Doing Business	8	(1)
The Quick-Speak Concept	9	(5)
The Concept	9	(1)
Buyers' Phobia	10	(1)
The Quick-Speak Inventory	11	(1)
Money-Making Games with Your QSI	12	(1)
The Jet-Powered Selling Tool	12	(2)
Build Money-Making Skills Fast with Hyperlearn	14	(12)
Hyperlearn's Six Easy Steps	14	(1)
Hyperlearning Techniques	15	(5)
Specific Hyperlearn Applications	20	(6)
Confront Old Pro--and Win!	26	(6)
How to Win FSBO Listings from Old Pro	26	(1)
Eight Tips on Winning Any Listing from More-Experienced Agents	27	(1)
When Old Pro Has an Offer on Your Listing	28	(1)
What Old Pros Hate	29	(1)
When You Have an Offer on Old Pro's Listing	29	(1)
Both You and Old Pro Have Offers on a Third Agent's Listing	30	(1)
Hearing Simultaneous Offers on Your Listing	30	(2)
How to Flip Those Fizzbos Right into Your Fold	32	(20)
Bring in 100 Listings with One Winning Move	33	(1)
Make Money with Four Fizzbo Tactics	34	(8)
The Full Treatment	42	(1)
Putting Your Winning Move to Work	43	(1)
The Four-Kinds-of-Buyers Listing Close	44	(2)
Avoid Futile Double-Calling with the FSBO X-File	46	(1)
Call Fizzbos from Open House	47	(1)
Potpourri	47	(1)
Fizzbos Are Where You Start	48	(4)
Sow That Farm and Reap--and Reap--and Reap	52	(30)
Learning My First Farming Secret	52	(2)
The Different Farms	54	(3)
Four Sizzling Starter Letters	57	(3)
Selecting Your Farm	60	(1)
Annual Turnover Rate	61	(1)
Organizing Your Farm	61	(6)
Working Your Farm File	67	(1)
Coping with E-Agent	67	(1)
The Evergreen Listing Farm	68	(4)
More Farming Secrets	72	(2)
Farm Decision Day	74	(1)
Professionalism	75	(1)
Your Attitude on the Farm	76	(1)
Careless Slips	76	(1)
Every Door Is Different	76	(1)
Speed Counts	77	(1)
Humility Helps	77	(1)
Success Breeds Success	77	(1)
The Best-Looking Homes	78	(1)
Exceptional Properties	78	(1)
Winning Scripts	79	(3)
Danny Kennedy's Full-Year Farming Almanac	82	(14)
Blitz Your Farm	82	(1)
Farm by Plan	83	(1)
I've Seen You Around	83	(1)
Operating in a Vacuum	83	(1)
Plan and Review	84	(1)
Two Vital Points	85	(1)
January	86	(1)
February	87	(1)
March	88	(1)
April	89	(1)
May	89	(1)
June	90	(1)
July	91	(1)
August	92	(1)
September	92	(1)
October	93	(1)
November	93	(1)
December	94	(2)
Prospecting	96	(15)
Dealing with the Fears	96	(2)
Nonpush Expressions	98	(1)
Piddle the Prime at Your Peril	99	(1)
Know Your Turf	100	(1)
Prospecting by Foot	100	(1)
Prospecting by Phone	101	(1)
Phone Technique	102	(1)
The Fee Loser	103	(5)
Winning Scrips	108	(1)
Prospecting from Open House	108	(2)
Cold Canvassing by Foot or Phone	110	(1)
Open House--Bring Your Own Banana, and Prosper	111	(29)
The Odds	111	(1)
Hold the Right Houses Open for the Right Reasons	112	(1)
Twig or Berry?	113	(1)
Productive Open Houses Are Planned in Advance	114	(2)
Invite Success	116	(3)
Hand Out Flyer-Packets	119	(2)
Before an Open House	121	(1)
Use Low-Cost Automatic Selling Devices	121	(2)
11 More Money-Making Open House Ideas	123	(4)
During Open House	127	(5)
Winning Scripts	132	(3)
Capturable Customers and Clients	135	(3)
Lock Up and Turn Off the Lights	138	(1)
Bring Your Own Banana	139	(1)
Up-Time	140	(10)
You're Up	140	(1)
The Best Opener	141	(1)
Winning Scripts for Ad and Sign Calls	141	(3)
Spotting Phony Numbers	144	(1)
When You Have to Put Someone on Hold	144	(1)
Spirited Teams Make More Money	145	(1)
Create a Trust-Enhancing Environment	145	(1)
What Walk-Ins Fear	146	(1)
Tea Cart, Be-Back Book, and Sign-Out Sheet	147	(1)
Five Winning Scripts for Walk-Ins	148	(1)
Up-Time Is Opportunity Time	149	(1)
How Listings are Won and Priced to Sell	150	(35)
Strong Listers Have the Best Protection	150	(1)
Before the Listing Presentation Appointment	151	(3)
The Listing Presentation Manual	154	(1)
LPM Preparation	155	(3)
The Listing Presentation	158	(10)
Listing the Caseys: A Role Play in One Act	168	(5)
Winning Scripts	173	(12)
Servicing Listings	185	(19)
Start Servicing Fast	185	(2)
Advanced Caravan Technique	187	(1)
Give Them What They Want	187	(1)
Call Every Monday Morning	188	(1)
Never Wing It	189	(1)
Getting the Price Down Less Painfully	189	(1)
Coping with the Not-So-Neaters	189	(2)
Danny's Dozen to Bring My Sellers More Money	191	(1)
The Thorough Stage-Setting Program	192	(3)
Beware of Overnight Panic	195	(2)
Avoid Possession Hassles	197	(1)
Winning Scripts	197	(7)
Promotion	204	(7)
Five Promotion Concepts	205	(1)
Real Estate Writing Tips	206	(1)
Style	206	(1)
Getting Newsletters Out Fast	207	(1)
Writing Your Profile of a Pro	207	(1)
Listing Remarks	208	(1)
Your Name Is Your Trademark	208	(1)
Your Product	209	(1)
Imprinted Scratch Pads: Your Most Effective, Year-Round Farming Tool	210	(1)
Buying Giveaways	210	(1)
The Subtle and Learnable Art of Capturing Customers	211	(16)
Rewing Up for Relo Action	211	(4)
New People	215	(1)
The Essence of Customer-Capture	216	(1)
Buyers' Beguine	217	(1)
The Proof-of-Competence Phase	217	(1)
Equality of Looks	218	(1)
Tune in Emotionally	219	(1)
Shoot Your Best Shot and Don't Worry About Competition	219	(1)
Lonely Charlie	220	(1)
Smile Mysteriously	221	(1)
Lunching with Buyers	221	(1)
Expanded Folk Wisdom	222	(1)
Another Window	223	(1)
Don't Tell Them You're New	223	(1)
Use Your Buyers File Constantly	224	(1)
The Hungry Breath	224	(1)
Winning Scripts	224	(1)
Lender Qualifier	225	(2)
Qualifying	227	(9)
Why Do It?	227	(1)
How to Dodge the Qualifying Problem	228	(1)
Loan Representatives	229	(1)
Backstroke with Style	229	(1)
Rosebuds	230	(1)
Privacy	231	(1)
Set Up the Close When You Qualify	231	(1)
Silence Is Never More Golden	231	(1)
General Maintenance	232	(1)
Winning Tactics in the Qualifying Interview	232	(4)
Showing Property--and Selling It	236	(21)
The Secret of Successful Showing	236	(1)
Danny K's 23 Ways to More Paydays	237	(10)
Potpourri	247	(1)
L.A. to Seattle, and the Loyalty of Buyers	248	(1)
Selling the Navarros: A Role Play in One Act	248	(5)
Winning Scripts	253	(4)
Closing Those Golden Nuggets Before They Turn Into Lead	257	(16)
The Natural Close Is the Greatest Close	258	(1)
Closing Craft	258	(2)
There Are Limits to Closing	260	(2)
When to Shut Off Your Yak	262	(1)
What's the Seller's Motivation?	263	(1)
When You Sell One Spouse or Partner First	264	(1)
Three New Things You Said	264	(1)
Add a New Facet to Your Powers of Persuasion	265	(1)
Do You Take This House in Rain and in Sleet?	265	(1)
Ten Tips on Obtaining Salable Offers that Stick	265	(2)
Winning Closing Scripts	267	(6)
Negotiating	273	(13)
Never Go Direct	273	(1)
Seal Your Lips	274	(1)
Don't Talk Outside	275	(1)
Prepare for the Offer Presentation	275	(1)
Warm Up the Buyers' Image	276	(1)
Accent Minor Positives Before Price	276	(1)
Don't Wait Too Long to State the Price Offered to the Sellers	276	(1)
Presenting a Realistic Offer to an Unrealistic Seller	277	(1)
Your Obligation to the Sellers	277	(1)
The Talk-Alone Ploy	278	(1)
Selling the Counteroffer	278	(2)
The Eight-Dollar Persuader	280	(1)
The Penny Persuader	281	(1)
Take the House Away From Them	282	(1)
If the Buyers Say ``Yes''	283	(1)
The Three-Day Option When All Else Fails	283	(1)
Winning Scripts	284	(2)
Fallout Avoidance	286	(6)
Do It Now	287	(1)
Look Ahead with a Piece of Paper	287	(1)
Sleeping Dogs Wake Up and Bite	288	(1)
Meatball Mortgage Company	288	(1)
Only Half the Battle	288	(1)
Get It Moving!	289	(1)
Keep Your Clients and Customers Informed	289	(1)
Work with the Appraiser	289	(1)
Choose Hard-and-Now Over Later-and Easier	290	(1)
Go to the Source	290	(1)
Assume Nothing	290	(1)
How to Push Details with Minimum Effort	290	(1)
Be There at the Settlement	290	(2)
A 100% Referral Business	292	(12)
Develop a Farm First	292	(2)
The Referral	294	(1)
But What Will They Take?	295	(1)
Doing Volume Business	295	(1)
Put a Good Bit of Warmth in Your Fast Professional Job	296	(1)
Return Messages	296	(1)
When They Move In	296	(1)
How to Get Letters of Recommendation	297	(1)
Getting Referrals	297	(1)
``We've Moved'' Cards	298	(1)
Stay in Touch	299	(1)
Remembrance Programs	299	(1)
Inhale New Information, Exhale New Business	300	(1)
Drop One, Pick Up Seven	300	(2)
Winning Scripts	302	(2)
Time Planning	304	(18)
Time--Do You Have Enough?	304	(2)
How to Plan Your Day	306	(4)
Setting Priorities	310	(1)
Use a Pencil	310	(1)
Use Checklists	311	(1)
How to Close Rings	311	(1)
Controlling the Phone Monster	312	(2)
Interruptions	314	(1)
Time-Log Yourself	315	(1)
Schedule Your Days, Weeks, and Seasons	315	(2)
Juggling Personal and Professional Time	317	(1)
Communicating Right the First Time	318	(2)
Watch for Danger Signs in Communication	320	(1)
The $8 Million Listener	320	(1)
Set Aside Some Alone Time	321	(1)
When Depression Starts Eating Up the Clock	321	(1)
Self-Organization	322	(8)
Winning the Paper War	323	(1)
Clutter Cures	323	(3)
Your Real Estate Car	326	(2)
Profit Stations	328	(1)
Work Methods	328	(1)
Think Kits	329	(1)
Prepare and Perform-Or Pass Out	330	(15)
Preparation Is the Vital Concept	331	(1)
Preparation Prevents Poor Performance	331	(1)
Be Mentally Prepared	331	(1)
How to Create Sales Dialogues Fast	332	(3)
Make Money on Your Area's Yearly Buying Pattern	335	(3)
Your I.I. (Important Information) Notebook	338	(1)
Services	338	(1)
Put the Numbers Book Away	339	(1)
Fast Numbers Are Fee Earners	340	(1)
$44.25 Is a Figure to Remember	340	(5)
Money--Making Forms and Checklists	345	(30)
MONEY-MAKING FORMS: Quick-Speak Inventory Slot Sheet	346	(2)
Fizzbo Cross-File Cards	348	(1)
Communications Log	348	(1)
Buyer's Progress Chart	348	(1)
Fast Fact Grabber	348	(2)
Results Record	350	(3)
Show List	353	(1)
Tomorrow's Action List	354	(1)
Farm File	354	(1)
Lender Qualifier--A Form the Buyer Fills Out at First Interview	354	(1)
MONEY-MAKING CHECKLISTS: Prospecting	355	(9)
Checklist for Farming	364	(1)
Up-Time	365	(1)
Checklist for Listing Appointments	365	(1)
Listing Presentation Manual (LPM)	366	(2)
After-Listing Checklist	368	(1)
Open House Checklist	369	(1)
Add if the House You're Holding Is Vacant	369	(1)
Checklist for Property-Showing Appointment with Buyers	369	(1)
Real Estate Car	370	(1)
Fallout Avoidance Checklist--The After-Sale Checklist	371	(2)
Marketing Plan of Action	373	(2)
Dead Cats, Weeds, and Holes in the Wall	375	(10)
The Diamond	376	(1)
It's Cold, All Right	377	(1)
All-Out Effort Makes Success Certain	377	(1)
A Load of Independence	378	(1)
Fallbehind, Movingup, and Hyflier	378	(1)
Danny's Dozen for Success at Listing and Selling	379	(1)
Watch Your Jargon	379	(1)
A Good-Stuff Notebook	379	(1)
Stay Away from Jolley J. Floppe	380	(1)
Weeds	381	(1)
Even Out the Peaks and Valleys	381	(1)
Make Habits Work for You: Don't Fight Them	381	(1)
Check Your MOO Every Month	381	(1)
The Pigeon-Toed Undersold Real Estate Person	382	(1)
The Rules	382	(1)
Excuses Accuse	382	(1)
Develop Your Powers of Decision	383	(1)
Holes in the Wall	384	(1)
Learn How to Enjoy High Stress	385	(7)
Success Is Born of Purpose	385	(1)
Pick Four Targets	386	(1)
Do Your Targets Balance?	387	(1)
Hazy Targets Are the Hardest to Hit	388	(1)
Ask Yourself These Questions	388	(1)
Give Yourself Wins	389	(1)
Update Your Targets Frequently	389	(1)
Break Up Your Work Cycles	389	(1)
Handle High Stress Joyfully	389	(1)
Everybody's Most Essential Goal	390	(2)
What's Coming?	392	(5)
Greater Industry Concentration	392	(1)
The Trend to Superstars	393	(1)
Successful Entry into Real Estate	393	(1)
The Real Estate Cycle	393	(1)
Emerging Technologies	394	(1)
Two Agents Who Are Among the First to Have Their Own Business-Building Web Sites	394	(3)
Break Loose	397	(1)
Glossary	398	(4)
The Breakaway Schedule	402	(19)
Index	421