Course Workbook

©2014 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks

owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned

and operated.

Time Tip of the Day . . .

Avoid distraction by co-workers. Be a focused member of your team.

“Don’t get sidetracked. If you do get sidetracked, get back on track as soon as possible. Ultimately sidetracking kills you.” - Donald Trump

Strike a balance

•Avoid excessive socializing •Dismiss complainers •Set appointments to discuss business •The message of a headset or a polite sign •Early morning or late night at the office •Working from home

Session 7 Objectives

List proven strategies to set the stage for a successful listing presentation Identify best practices for incorporating visual elements into your listing presentation Demonstrate the application of the “Feature – Benefit – Check for Acceptance” approach List several ways of overcoming common seller objections using the CDDC approach Practice and implement several strategies for gaining the seller’s final commitment

The Listing Process

•Customize the PowerPoint presentation •Keep it conversational •Don’t stare at it, talk to it or read from it

SESSION 7 – The Listing Presentation

1

Rapport Building & Discovery

Market Research &

CMA

Listing Presentation

Seller Commitment

Course Workbook

©2014 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks

owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned

and operated. 2

Session 7

Setting the Stage

•All decision makers present •In their home or at your office •Kitchen table or conference room table •Manage distractions

Look for the visual advantage in seating Build expectations for the outcome

•Listing contract on the table •Let the seller know what to expect •Opportunity for a decision •Ask question up front to determine readiness •Utilize trial closes throughout •Ask permission to present marketing first, then price

The CENTURY 21 Listing Presentation

Download the PowerPoint presentation from 21online.com. From the homepage click the Working with Sellers tab. Click the link to The Listing Presentation. Next click the link to CENTURY 21 Listing Presentation.

For a free PowerPoint viewer download, type PowerPoint Viewer in the search box of the 21online.com homepage. Visuals help your prospect

Customize the PowerPoint presentation Keep it conversational Don’t stare at it, talk to it or read from it

Sellers

You

Understand Believe Remember

Course Workbook

©2014 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks

owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned

and operated.

Mapping the Presentation

•Purpose of the presentation •Determining YOUR needs •Local agent and company services •CENTURY 21 at a glance •How we find buyers •Market value and the CMA presentation •Close for decision

A formula for persuasion A feature is an individual service or resource you bring to the seller. What are some examples of features? ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

A benefit is a specific advantage the seller receives. Sellers hope to enjoy the benefit of a successful sale.

How do you think most owners define a successful sale? ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ A successful sale delivers:

Feature Benefit Check for

Acceptance

3

Session 7

Time

• The owner sells within their time frame

Money

• The owner receives the best price

Convenience

• The owner is not burdened by the process

Course Workbook

©2014 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks

owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned

and operated. 4

Session 7

A Check for Acceptance is a question asked to confirm the seller’s agreement

•“Can you see how this will help?” •“Is this the kind of service you had in mind?” •“Do you agree?”

Example Feature-Benefit-Check for Acceptance Worksheet (See Appendix for Full Form) Presenting the Comparative Market Analysis (CMA)

•Explain what it is and why it is relevant •Help the seller focus on facts - be brief •Show that you know the individual comps •Present value as a product of market demand •Encourage the owner to select a price within the fair market value range •Be persistent in promoting a fair market value list price •Remember, data dictates price

Feature Benefit Check for

Acceptance

. . . MLS* enables other companies to show

and sell your house. As an incentive, my company will share our commission with our competition because we know they may have an immediate buyer for your house. . .

. . . This increased exposure to more buyers improves the probability that we will find the right buyer for your property within your time frame . . .

. . . Can you see how MLS may help us accomplish your goal of selling your house within the next 90 days?

Course Workbook

©2014 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks

owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned

and operated. 5

Session 7

The Seller Net Sheet

The worksheet that lists estimated seller costs and expenses of sale, and shows the seller an estimate of their net proceeds upon selling at a given price.

Follow your company’s guidance on customizing and presenting seller net sheets.

Subject Property BD BA Gar FP S.F. Lot Age Cond.

237 Maple Lane 4 3 3 1 2400 .5 15 Exc.

Recently Sold BD BA Gar FP S.F. Lot Age Cond. Sale Price

446 Orchid Ct. 4 2 2 0 2250 .5 16 Good $265,000

5993 Willow St. 4 3 4 2 2570 .75 20 Exc. $295,000

188 Songbird St. 3 3 3 1 2400 .5 28 Poor $258,000

Current Listings BD BA Gar FP S.F. Lot Age Cond. List Price

332 Ironwood 5 3 4 2 2850 1 15 Exc. $325,000

750 Lilac Lane 4 3 4 0 2450 .5 22 Good $280,000

56 Buttercup St. 4 4 3 1 2500 .5 12 Exc. $295,000

Expired Listings BD BA Gar FP S.F. Lot Age Cond. List Price

699 Pershing St. 4 3 3 1 2450 .75 10 Exc. $310,000

776 Morgan 5 2 4 1 2700 .5 15 Good $325,000

Class Exercise

Role Play – Presenting the CMA

Demonstrate your presentation of the CMA provided in your workbook. Be sure to introduce the report and explain its relevance. Explain the importance of comparables, and the value of each of the three categories of comps. Be sure to stress the importance of the sold category. Review specifics and present your range of value.

Course Workbook

©2014 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks

owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned

and operated.

The Price Objection How do you disarm the price objection? ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Disarming with the CMA

•Repeatedly bring the seller back to the CMA •Present the data in different ways •Offer to drive the owner past comps •Empathize and focus on facts

Disarming with other facts

•Loss of prime exposure – the first 30 days •The danger of Market Age •The financial cost of a delayed sale •The emotional cost of a delayed sale •The appraisal •Missed opportunity in their next purchase

Disarming with the Price Pyramid

6

Clarify Dignify Disarm or Defer Confirm

Priced at

High Range of Value

Priced at

Mid Range of Value

Priced at

Low Range of Value

Course Workbook

©2014 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks

owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned

and operated. 7

Session 7

Disarming with Absorption Rate

Absorption rate calculations show how long it will take for current inventory of listings in a given price range to sell.

*Check Appendix for Absorption Rate Worksheet

Saying “No” to a listing

•Know where to draw the line on price •Your intent to decline the listing may salvage it at a saleable price •Be professional and polite •Keep the door opened •Remember your reputation •Ask your broker or manager for guidance

The Assumptive Close

The importance of silence

Always remain silent after asking a closing question or making a closing statement. Allow your prospect to respond. Be prepared with multiple Disarm responses for common seller objections.

What you can do What you can say

Answer any final questions Slide the contract across the table, with signature lines facing the prospect Hand your pen to the prospect

“If you will just approve the agreement we will begin marketing your property today.” “With your authorization we can get started right away.” “If you will just okay the paperwork we can go to work for you immediately.” “Let’s get started.”

Course Workbook

©2014 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks

owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned

and operated. 8

Session 7

How may you respond to each of these in the Disarm step of CDDC? Commission ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Your Marketing Plan ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Owner has a Friend in Real Estate ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Length of Listing ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Adding a fifth step to CDDC To Isolate is to identify other objections that may exist, allowing you to disarm them together

“Is there anything else?” or

“If we could resolve this concern to your complete satisfaction, is there anything else that would stand in the way of listing?”

Clarify Dignify Isolate Disarm

or Defer Confirm

Course Workbook

©2014 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks

owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned

and operated. 9

Session 7

Class Exercise

Role Play – Asking for the Listing

Imagine you have just completed your listing presentation. Demonstrate the way in which you will ask a seller for their final commitment to the listing.

Session 7 Action Items

Please complete the following:

Look for opportunities each day to meet people, present your business card and offer your services

Report your activities and check off completed homework in the CREATE 21 Reporting Site

Download and customize the CENTURY 21 Listing Presentation. Review it with your broker or manager.

View the Listing Presentation demonstration video. Be prepared to discuss it in tomorrow’s class

Begin Practicing your Listing Presentation

Course Workbook

©2014 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and CLS® are registered trademarks

owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Each office is independently owned

and operated. 10

Ask My Broker

Notes on things I need to discuss with my broker or manager for this session:

____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Session 7