Ninja Selling

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"Ninja Selling"
Customers for Life
Walt Frey, CRS Walt Frey Seminars 2002 President,
Council of Residential Specialists Grants Pass,
OR walt_at_waltfrey.com
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Customers For Life

• Three Waves in Real Estate
• Sales agent exists to serve the company
• 1977 Company exists to serve the sales agent
• Now Company and sales agent exist to serve the
  consumer

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What Do Customers Want?

• A Realtor that has Care and Concern for their
  needs.
• Their perception was that the Realtors main
  concern was for the Realtors needs.

4
What Do Customers Want?

• A Realtor that has Knowledge
• In the old days this meant access to the MLS.
• Today it means help in negotiating and in putting
  and keeping the deal together.
• From Contract to Closing is when I need the
  agent the most - thats when they disappear.

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What Do Customers Want?

• Honesty
• As in Tell me the truth, not what I want to
  hear.
• As in I want to know that Im being charged the
  same fee as their other customers.

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What Do Customers Want?

• Stay in Touch
• At least once per week while in contract
• Within 30 after closing, better within seven days

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What Do Customers Want?

• Make it easier for me.
• People these days have more money than time.
• Have house cleaned for the seller
• Touch-up paint
• Windows cleaned
• Agent pays

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What Do Customers Want?

• Make it Faster

• Save me Time and Money

• Be a Problem Solver

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What Do Customers Want?

• Promise and Deliver
• Especially closing on time
• The Group, Inc. went from 60 to 80 in one year

• Be Consistent
• Its the Key to referrals
• ie RELO group move tours

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What Do Customers Want?

• Reduce/Transfer my risk.
• Lock in loans for buyers
• Show seller the odds of selling

• Help Me Recover
• From a mistake
• Appraisal, Inspection
• Do we hide or solve?

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What Do Customers Want?

• We may be Last Timers
• Baby Boomers buying what they think will be their
  last house.
• Want it perfect
• Theyll be fussy
• Be patient

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What Do Customers Want?

• Book End Selling
• Spend more time with them at the front end.
• Then give them some space.
• Then lots of time at the back end.
• Perception is that we work in the opposite.
• We throw them into the car until they sign a
  contract, then we disappear.

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What Do Customers Want?

• Information Access
• They think that we are their greatest impediment
  in getting information.
• Dont block it

• Run the Price and Address in all ads.

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Buyers and Sellers ideas on how Realtors should
prospect

• We want to constantly know what our home is
  worth.
• We dont care about all of your personal awards
  or that you are in the Zillion Dollar Club.

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For whatever the reason, we Just Cant Stop
Being a Realtor
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How do Customers feel about the quality of our
Service?Century 21 study of 50,000 sellers/buyers
?
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Said they were satisfied?
Said they would use that same Realtor again?
?
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?
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Actually did?
Why?
They didnt keep in touch.
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People prefer to do business with people that
they

• Know
• Like
• Trust
• Are in the FLOW with.
• Live interaction, face to face or on the phone.
• FOCUS on people who know you.
• FOCUS on increasing FLOW.

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Sources of Business2002 NAR Study of where
business comes from

• 31 through acquaintances
• 20 by referral
• 19 from past clients
• 12 from agent contact
• 8 from newspapers
• 7 from signs
• 2 from magazines
• 1 from radio

85 of marketing dollars are spent on the bottom 4
The top 4 are people that you already know
We just cant stop being a Realtor
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Focus on Increasing FLOW
The Ninja only fishes in this pond
People that know, like, and trust you
Where will you catch more fish?
Mega-Broker fishes in both
People that dont know you
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The Magic 50

• Rule of Thumb If you call 50 people that know
  you, that will convert to a contract.
• They each know 50 people 2,500
• What percentage will be involved in a transaction
  in the next year?
• 30 rule
• Can you get 10?

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Rapport - Prospecting - Negotiating

• F
• O
• R
• D

amily
ccupation
ecreation
reams
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The Rules for making Telephone Prospecting Calls

• Have a set time to make calls each day or each
  week.
• Do not call anyone that you dont know.
• Do not call anyone unless they are ecstatic that
  you called.
• Do not call anyone at home in the evening.

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The 5 Step Calling Process

• Salutation
• Look for common ground (FORD)
• Purpose of my call
• End on common ground (FORD)
• 2-3 minutes maximum

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The 5 Step Calling Process

• Salutation
• Hi, this is Walt with __________.
• Look for common ground (FORD)
• Hows the __________?
• Purpose of my call is_____________?
• End on common ground (FORD)
• By the way, what did you guys do for the
  holidays?
• 2-3 minutes maximum

Steps 2 and 4 are the KEY
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• Good Customer Service comes from parts 1 and
  3.
• Prospecting is in parts 2 and 4.
• If you leave 2 and 4 out you will have very
  happy customers but you will not get any new
  business. Theyll do business with you but they
  wont refer you new business

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Ten calls that add valueHave a set time to
call, Hour of Power

• Sellers
• Buyers under contract
• Closed buyers
• Active referral sources
• 8 x 8

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Ten calls that add valueHave a set time to
call, Hour of Power

• 6. Anniversary (Do you remember what we were
  doing seven years ago this week?)
• Birthdays
• Tickets and give a ways
• Market updates
• Haves and wants

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The Best Source of Business is
Current Customers
?

• This is not prospecting, its Customer Service

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Buttons-Mems-Viruses

• Book Virus of the Mind
• A Button is a picture or a word that brings on
  Strong feelings.
• A Mem is a Button that gives us such strong
  feelings that we take action.
• Viruses are when the MEMS spread. They become
  Raving Fans.

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Powerful Presentations
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We live in an Over-Information World

• Buyers and Sellers are being bombarded with
  information
• Weve got to find a way to Magnify our message.

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Look at your business with Buyer Eyes

• What is it like to try to get to your office.
• Signage?
• Is there a place to park?
• What do they see when they walk in?
• How are they greeted?

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Look at your business with Buyer Eyes

• Are your Listings properly staged?
• What do they see as they come up to the house?
• What do they see when they look at the front
  door?
• What do they see in the first ten seconds when
  they open the door?

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Look at your business with Buyer Eyes

• What do you look like?
• At the Listing Presentation?
• How are you dressed?
• They are gathering information in their brain in
  F.O.R.D Categories.

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Look at your business with Buyer Eyes

• Present your message in all three Modalities.
• In a Visual Mode
• In an Auditory Mode
• In a Kinesthetic Mode (With Feelings)
• How do most of us present?

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The Twelve Steps to Getting Listings Sold
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Top 10 ways to get ready for the ski season

• Visit the local butcher shop and pay 40. to sit
  in a walk-in freezer.
• Go to the nearest hockey rink and walk across the
  ice 20 times carrying your ski boots, two pairs
  of skis, accessory bag and poles and pretend
  youre looking for your car.
• For Ski boot simulation at home, put a pebble in
  your street shoes and tighten a c-clamp around
  your toes.

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Top 10 ways to get ready for the ski season

• Buy a pair of gloves and immediately throw one
  away.
• Go to a McDonalds, insist on paying 7.50 for a
  hamburger, be sure to wait in the longest line.
• Clip a lift ticket to the zipper of your jacket
  and ride a motorcycle fast enough to make the
  ticket lacerate your face.
• Drive slowly anywhere as long as its in a
  snowstorm following an 18 wheeler.

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Top 10 ways to get ready for the ski season

• Fill a blender with ice, hit the pulse button and
  let the spray blast your face.
• Dress up in as many clothes as you can and then
  proceed to take them off because you have to go
  to the bathroom.
• Repeat all of the above every Saturday and Sunday.

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The Twelve Steps to Getting Listings Sold
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Prelisting InterviewPage 20
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• Pre-Listing Interview
•  
• 1.       Name____________________________________
  _____________________________________________
•  
• 2.       Address_________________________________
  _____________________________________________
•  
• Mailing Address______________________________
  __________________________________________
•  
• 3.       Marital Status__________________________
  ________________________________________________
•  
• 4.       Other Decision Makers___________________
  _______________________________________________
•  
• 5.       Home Phone______________________________
  Business Phone_____________________________
•  
• Fax______________________________________
  E-Mail_____________________________________
•  
• 6. Why are you selling?______________________
  ______________________________________________

 
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Prelisting BookPage 21
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• Pre-Listing Packet
•  
• 1.   Homework for the Seller
• a.    Loan Information
• b.   Homeowners Association Information
• c.    Seller Disclosure Statement
• d.    Make extra key
•  2.   Information on You
•  3.   Information on your Company
•  4.   Information on the Market
  (Statistics/Articles)
•  5.   Information on Pricing/Staging/FSBO/Etc.

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These are the times that try mens souls. The
summer soldier and the sunshine patriot will, in
this crisis, shrink from the service of their
country. Thomas Paine December 19, 1776

• People with a true passion for real estate and a
  dedication to mastery
• People with a total commitment to their customers
  and their community.
• People who work together as a team of equal
  owners.
• People prepared to weather any real estate season
  good or bad.

They are not summer soldiers or sunshine
patriots, eager when the market is easy and
absent when times are tougher. They are The
Group. They are the Winter Soldiers
For over a quarter of a century, these leaders
in real estate have soared with the good times,
navigated through the bad times, and helped their
customers achieve their dreams in all kinds of
markets.
Two hundred years later, in 1976, The Group, Inc.
was formed with the commitment to become the
Home of the Winter Soldier a place where only
the most dedicated real estate people would be
invited to work.
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3. At the home - Rapport/Review/Goals

• F.O.R.D.,
• Do they have a Gap?
• (Difference between where they are and where
  they want to be)

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4. Qualify

• House (Condition)
• Low Level questions
• Is there anything in the house that you want to
  exclude?
• Is there anything that you want to include?
• Power questions
• Do you want to price the home with this carpet or
  with new carpet?
• Do you want to price the home in its current
  condition or with this room freshly painted?
• Ever sold a car?

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• Seller (Motivation)
• Are they willing to do whatever it takes to close
  the gap or are they expecting us to perform a
  miracle?

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• 5. My Mission is
• (Should I chose to accept it)
• Mission Impossible?
• My Goal is to help you get to _____________ on
  time.

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Seller says We need to sell our house because
Ive just gotten a job transfer to Seattle and I
need to be there by the first of December.

• Agent says Thats great. So my mission is to
  get you to Seattle on time.
• Would you like to see your odds?

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• 6. Show them their odds.
• Show them supply and demand.
• Go from big picture to small picture.

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• Words are good.

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• Words with pictures are better.
• Words with pictures and facts are best.

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Metropolitan Housing Statistics
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Page 25
Odds of Selling Your Home, Fort Collins, CO (1st
Quarter, 1999)
  Price Range
The Market Sold Listed
Market Odds
The Group, Inc. Sold Listed
Group Odds
 
 
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Mr. And Mrs. Seller

• Pretend to be a buyer.
• How many houses do they have to look at in your
  neighborhood?
• Buyers select houses based on
• Style, Location, and Price Range
• Show them Supply and Demand in their
  neighborhood.

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7. Market Analysis

• What will it take to get you where you want to
  go on time?
• Front of the Store Pricing Approach
• Will that work for you?
• How much time do you folks have
• Based on Supply and Demand, where do you feel
  we should price your house?
• Do you think that will get you there on time?
• If it doesnt, whats your Plan B?

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Homes available in your neighborhood from lowest
price to highest price
Seller We can always come down
Whats your question?
Do you think well make the cut?
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History of an Overpriced Home

• Original
  Asking Price
• 
  
• Price Reductions
• Market Value
• Eventual Sale
• 1 2 3 4 5
• Months on the Market

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Your next question

• If your home doesnt sell and close by _________,
  whats your Plan B?
• I.e. If youre planning to take the family and
  leave the home here, we have to get different
  insurance as the house wont be covered.
• F.O.R.D.

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Joe says he would list it at 5

• Whats your question?
• Did you say he would do it at 5? I almost cant
  believe that because hes charging everyone else
  4.
• Joe said we could get more for the house.
• Whats your question?
• Do you believe him?
• Did he show you any facts?

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8. Net Sheet
Is this enough to get you to where you want to go
on time?
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Closing and Power questionsPage 22
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10. Marketing Plan.
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11. Remember your Marketing Syntax

• Order and sequence
• of how things work.

• Package
• Price
• Promote

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• 12. Maintain a Pleasing Personality

Using a Velvet Hammer
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Negotiation Skills
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Top 10 Country and Western Song Titles

• Shes just a city girl who thought that Country
  Twang was an orange drink.
• 9. You cant leave a forwarding address when
  youre moving backwards.
• 8. I dont want your body if your hearts not
  in it.
• 7. Tennis may be your racquet cause love
  means nothing to you.
• 6. They can put me in prison but they cant
  stop my face from breaking out.
• 5. If love were oil, Id be a quart low.
• 4. If the phone dont ring baby, you know
  its me.

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• I wish the beer was as cold as my bed.
• I got up on the right side of the wrong bed.
• How can I miss you if you wont go away?

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Negotiation Skills
In business today, you dont get what you
deserve, you get what you negotiate.
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1. What you focus on expands

• a. Make sure your customer focuses on the most
  important things. F.O.R.D.

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NAR Survey of 50,000

• 50 of those surveyed couldnt remember the name
  of their salesperson 30 days later.
• Most couldnt remember exactly what they paid.
• Most couldnt remember their interest rate.
• Most do remember the Listing Office.
• The most important thing was
• Did it close on time?

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Four Measurable Definitions of Customer Service

• Did it Close on time?
• Did you get a referral?
• What were the survey results?
• Were they the first to call when there was a
  problem?

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2. Shift

• a) When pricing a home, shift from Price
  Focus using suggestology
• Results (Would you like to see your odds)
• Time (How soon do you need to be there?)
• F.O.R.D. (Whats your Plan B?)
• Objective Criteria (Market information,
  statistics)

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b) When questioned about your fee, shift from
Cost Focus to

• Results
• Differentiation (How are you different?)
• Integrity - Fair and Honest
• Guarantee

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Pre-Game Ritual

• a) Know your customer.
• b) Know what you want to accomplish.
• c) Know your strategy.
• d) Know your Drop-Back positions.
• e) Know your enough.
• (When do you walk away?)

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Commission DialogPage 27
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Discovery Bingo
Has CRS Designation
Rides a horse
Over 20 years in the Real Estate Business
Born in a foreign country
Has run in a Marathon
Drives a Pick-up Truck
Has GRI Designation
Birthday in past 7 Or next 7 days
Owns a cat
Less than 2 years in the Real Estate Business
Works with a partner
Has 4 or more children
Drives a Jeep
Been married over 20 years
Is a Real Estate Broker
Has Snowboarded
Attended last NAR Convention
Speaks a Second Language
Over five years in the Real Estate Business
Listed a home in Past week
Over 10 years in the Real Estate Business
Owns a dog
Been on a airplane Within past month
Sold a home in Past week
Has an assistant
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How is this like Real Estate?

• Its prospecting.
• Its a numbers game.
• You have to ask questions.
• You get turned down.
• You get referrals.
• If they say no, move on.
• You have to get the signature.
• How many looked for the Heavy User?

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A house for every child

• One of the philosophys of The Group, Inc. is
  that everyone needs a house to live in and a
  house for every child.
• We need to show consumers the benefits of
  providing for the childrens college education

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Wake-Up Money

• How much money would you like to have by
  waking-up in the morning?
• Not area specific.
• Can be sent out as a newsletter item.
• You can do seminars.
• Youll sell more investment property.
• F.O.R.D.

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How To Work With Buyers
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Buyers/Sellers Greatest Fears

• The agent will waste my time.
• The agent wont listen.
• The agent wont do what they say.
• The agent will rip me off.

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What Buyers and Sellers liked best about their
Realtor

• Agent LISTENED to us.
• Agent followed up but didnt sound like a
  Tele-marketer.
• Agent went the extra mile. (Really marketed
  my home, color postcards, etc.)
• Agent treated us with respect.
• Agent told us the truth. (Really showed us
  what we needed to do to get our house sold)

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What Buyers and Sellers liked best about their
Realtor

• Agent had good negotiating skills
• Agent had great personality
• Agent was persistent
• Agent worked with a smile
• (Weekend Business)
• Agent made it easier and saved us time

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Buyers and Sellers observations on the Home
Buying/Selling Process

• We like the Internet - especially pictures of
  homes.
• Views are our hot button, make sure we can
  search for them in MLS.
• We like FULL Brochure Boxes.
• We like follow-up.
• We expect information NOW - especially
  electronically.

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Questions buyers would like us to ask

• How many properties have you purchased in the
  past?
• When was the last time?
• What was the process you used to purchase that
  property?
• Did it work for you? Would you like me to use
  that approach again or would you like to do
  something different?
• Are you familiar with how real estate works here?

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The Five Rules of Selling

• Show up
• If people want to buy from someone that they
  know, like, and trust, why do they buy from
  strangers?
• Show up on time
• Pay attention and ask questions.
• Be prepared to put the customer first.
• Dont get attached to the outcome.
• Mental Banking

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Pre-Game

• Quiet yourself
• Focus on their world (F.O.R.D.)
• Visualize
• Mentally rehearse
• Prepare your attitude and your face

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Showtime

• The Key to how people buy things is in the
  first two minutes, not in being a Strong Closer
  at the end.
• People in general are not very susceptible to
  Closing Techniques or Closing Dialogs.
• What is most important is the Opening and from
  then on its pretty much set.
• We need better Openings

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Grand Openings

• After the introduction, move to new ground.
• Enroll by using F.O.R.D. questions.
• Acknowledge them and thank them for their time.
• Add value
• Hoop Jumping

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Grand Opening Questions

• After building rapport (F.O.R.D.)
• Are you going to be paying cash or will you be
  requiring a loan?
• Do you have a loan?
• If youre going to need a loan, lets go ahead
  and start that loan process right now. Lets set
  up an appointment with a lender.
• Theyll say How much will that cost?
• If they wont invest 50 - 100 to apply Next!

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• You control the Process
• The customer controls the Decisions
• Too often we Over-React

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Objections
Stuff that has no solution yet
Stuff that has no solution
This house is too small
So, youre concerned that it may be too small.
Is there anything else?
Great. Why dont we go ahead and look on
through.
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10 Steps for Converting Calls Into Appointments

• Separate the Wheat from the Chaff
• Assume its all Wheat.
• Make sure you really want to be on floor and
  really want to take calls.
• The Goal is an Appointment.
• Remember the 1 in 18 rule.
• What is it about that ad that caused you to
  call? Whatever they say 1st. is probably a Hot
  Button.

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• F.O.R.D. questions.
• M.A.N. questions
• Motivation?
• How soon did you need to move?
• Are you in a lease? When is it up?
• Ability
• Do they have a job? A house to sell?
• Needs
• What are your needs?
• Do you have any other ads circled?

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• Ask for an appointment.
• I can get information on these properties
  together for you, when can we get together to go
  over them?
• Were just looking.
• Would you like to save some time?
• Would you like to come in and look at the entire
  market?
• Would you like to look at the good properties or
  would you like to continue looking at the
  Leftovers?

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• Weve got another Realtor.
• Ive got some information on what youre looking
  for. If I find a house that suits your needs do
  you want me to call you or not? Or would you
  rather I call this other Realtor?
• Why dont you let me drop this information off at
  your home on my way home from work? When will
  you be there?
• If still no appointment, be nice, mail the info
  but do not follow up.
• Dont work with people you havent met.

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Top 10 Questions for Buyers

• If you could live anywhere, where would that be?
  If you won the lottery? If you did know?
• Why?
• If we found the right home today, what would you
  do? What if its the first home we look at?
• How soon would you like to be moved?
• Are you able to buy another home without selling
  your present home?

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• What are the three things in a home that you
  cant live without?
• Could you tell me about the process you went
  through to find your last home? (Theyll do it
  again)
• Can you see yourself living in this home? Is
  this a home youd like to own?
• If Congress passed a law and you had to buy one
  of the homes weve looked at, which one would you
  buy? Why?
• If this home sells tonight while you are
  thinking about it, will that be OK with you?
• Whats your Plan B? Scratch Pad Close.

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Plan Your Year

• These People Probably Want to Buy/Sell Real
  Estate This Year Page 15
• Have had an increase in family size this year?
• Have children age 10 and under?
• Have teenage children?
• Have children who have left home recently?
• Are living below their means?
• Have lived in the same house 7 years or more?
• Have had their company expand in the past year?
• Have had their company downsize in the past year?
• Have received a substantial inheritance?

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Financial Pressure?
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Computing Your Net WorthStanley and Danko

• Multiply your age by your pre tax annual income
  from all sources.
• Divide by 10
• The answer is what your net worth should be at
  your current age.

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To Increase Your Wealth

• Apply the skills that youve learned today to
  increase your income.
• When your income surges, keep your baseline
  constant.
• Take all the money above that and invest it.
  (Automatically) Or set up a Savings Account.
  Write yourself a check each month into your
  checking account. Put yourself on salary.

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This is the time to get serious about building
your wealth
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Write Out Your Definition of RICH

• Rich is the ability to wake up in the morning
  with the time, health, knowledge, friends,
  financial freedom and passion to do what you want
  to do that day.

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Financial Independence

• Financial Independence occurs when your annual
  investment income (your money at work) exceeds
  your living expenses.
• You have Wake-Up Money.
• You have Enough.

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Realtor 1150,000 Income

• 150,000 Income
• -50,000 Tax
• 100,000 Income After Tax
• 100,000 Baseline
• -0- Investments
• -0- In Ten Years

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Realtor 2150,000 Income

• 150,000 Income
• 150,000 Baseline
• -0-
• (50,000) Borrowed for Tax
• Bankrupt in 5 years

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Realtor 3150,000 Income

• 150,000 Income
• -50,000 Tax
• 100,000 Income after tax
• -60,000 Baseline
• 40,000 Investments
• 1,000,000 Portfolio in 10 years

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Realtor 4150,000 Income

• 150,000 Income
• -30,000 Profit Sharing/Pension
• 120,000 Taxable income
• -35,000 Tax
• 85,000 Income after tax
• -60,000 Baseline
• 25,000 Investments (1 house/yr)

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Realtor 4
10 Years 778,760 Profit Sharing 750,000
RE Equity 1,528,760 Portfolio
152,876 Annual Income
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Realtor 4
15 Years 1,437,353 Profit Sharing
1,200,000 RE Equity 2,637,353 Portfolio
263,735 Annual Income
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Financial GoalsDecide what you want, not what
you think you can have.

• Mine to Keep
• Recreation
• Personal Growth
• Business Growth
• Debt Reduction
• Creature Comforts
• Business Costs
• Retirement Funds
• Taxes
• Receiving Goal

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The Three Ds of Success

• Dream
• What we focus on expands.
• If you dont have a dream, how will you know if
  it comes true?
• Robert Goddard (Goddards List, 127 things)

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• Dedication

• Bill Clinton shook JFKs hand in
• the White House Rose Garden when he was 17
  years old.

• Amy Van Dyken
• (4 gold medals in the 1996 Olympics for swimming)

We become what we do repeatedly. Excellence
therefore is not an act, its a habit.
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Michael Johnson

• At 16, ran fastest 200 meters ever for a kid his
  age. Coach said If youd be willing to dedicate
  yourself for the next 10 years and be able to
  shave one second from your time, you could set a
  world record. Ten years later, he became the
  first person ever to set a worlds record in both
  the 200 and 400 meters at the same event.

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• Desire

• World record holder for Par-Olympics 200 meters
  has a time of 1 ½ seconds slower than Johnson.
  He has no arms or legs.

There is a baseball league in Denver for the
blind.
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Heather Whitestone

• Miss America 1995.
• Took her 6 years to be able to pronounce her
  name.
• Ballet.
• Went for it twice.
• Won it on her birthday.
• Her Doctors said Shell never go beyond the
  third grade.
• Obviously she wasnt listening.

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The Power of Purpose

• Why are we doing all of this in the first place?

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The Power of Purpose

• To Live
• To Love
• To Laugh
• To Learn
• To Leave a Legacy

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The Letter

• Date it one year from today.
• Look back on the past year.
• Write it to someone important to you.
• Describe the past year and everything that youve
  done.
• The Subconscious doesnt do jokes.

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Whats Youre Question?