AREC 2013 Presented by Tom Panos

General Manager, Sales – Real Estate

Biggest Selling Hamburger in the World

Big Mac, McDonalds

Ranked Best Tasting Hamburger in the World

Kobe Beef Burger, Park Hyatt Japan

Brand = Reputation + Reach

YOUR BRAND

REACH

REP

UTA

TIO

N

The Agent Value Proposition

Premium Price

= High Impact Advertising

+ High Impact Negotiation

+ Buyer Emotional Connection

+ Buyer Competition Bidders

Dialogue for Marketing

• “Refuse to mis-market”

• “One extra buyer may bring 50k”

• “John West we reject 95% of buyers”

• “Print media is very powerful at uncovering passive buyers instead

of the buyer finding the property, the newspaper goes and finds

the buyer”

• “Investment not cost”

• “Only 3 out of every 10 people go past page 1”

It is unwise to pay too much but it is worse to pay too little

When you pay too much you lose a little money and that’s all

But when you pay too little sometimes you lose everything

Because the thing you bought is not capable of

doing the thing you needed it to do

List with me I am only 1% commission

SCRIPTS & DIALOGUE

“ART”

• “Have I done enough today to earn your business?”

• “Are you researching buying or selling today?” (At Open

House)

• “When selecting an agent will you be making a decision based

on things they can control or can’t control?”

• “It is the process not the promise of a price that will get your

home sold for and incredible figure”

• “My service is free of charge until I sell it for a figure you’re

happy with”

• “Thank you for that offer but that price level has already been

tested and unlikely to be accepted. If the owner was to say

no, what would your next offer be?

• “At the moment you are ON the market not IN the market”

• “It’s not about how long you’ve been ON the market it’s

about how long the buyer has been IN the market” (Great for

early offers)

• “Would you prefer I tell you what you need to hear or what

you want to hear?”

Extracting Offers

“Is there a price to excite you to purchase this property?”

Bottle of wine or box of chocolates

competition

Listing Presentation

• Are you in love with it or are your vendors in love with it?

• Vendor Presentation vs Agent Presentation

• You vs Them

• Question based vs Statement based

• When there is trust in the relationship the terms become

negotiable

• If 3 presentations are equal, fee becomes the differentiator

• Forget the words but remember the feeling

Delayed Gratification – The Marshmallow Effect

HARD WORK pays off in the FUTURE

LAZINESS pays off

NOW

(Prospecting to get contacts, not to get listings)

The only thing stopping you from getting your goals in business and in life is the bullshit story you tell yourself. Change your story and you change your life

In 23 years of Real Estate, I have come to the conclusion that training and coaching is EMPTY without ACTION and COURAGE. Temporary incompetence is a critical behaviour in growth

tompanos.com.au

7 billion people but only 1 you – let go of who you think you should be and start being who you really are

In a world that is

constantly trying to

change you,

authenticity is so

attractive